How to Jump on Trends Without Losing Your Identity

In a culture-first and trend-driven social landscape, reactive content offers brands a rare opportunity: to show up in real time, join conversations as they unfold, and demonstrate cultural fluency. From trending audios and stitches to pop culture tie-ins, these real-time opportunities let brands showcase cultural internet fluency.

Success is not found in chasing every trend. It’s about choosing the right ones. The most effective brands use reactive content to amplify their identity. It’s less about blending in, and more about showing up in a way that feels true to your tone, community and voice.

For brands looking to master reactive content, we asked Tom Milne, our Senior Account Manager, to share his top tips for staying agile while keeping it on-brand.

1. Build a marketing strategy that supports spontaneity: Reactive content hits the mark when it feels spontaneous, but it’s built on structure. Set up a daily trend tracking process and assign someone (or a tool) to monitor what is gaining traction across platforms. Filter through these by establishing brand-specific criteria for what fits and what doesn’t. SpaceNK get this right as their content taps trending audios but never at the cost of its premium, curated feel.

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2. Streamline your process for quick turnaround: Trending moments can be time-sensitive, and your brand can lead the way by jumping in early. Create a rapid review process for reactive posts so you can move from idea to live within hours. Think of it as a fast lane, not a detour, from your regular content calendar.

3. Make your content recognisable:  Even if you’re hopping on a viral sound or meme, make sure your audience knows it’s you. Use consistent brand fonts, colour overlays, or audio tags. Scrub Daddy masters this with its product mascots and animated skits. Every piece of content feels distinctively theirs, even when playing with playful trends.

4. Use your community to co-create: Reactive content doesn’t have to be brand-only. Tap into your influencer network to stitch trending moments, collab post reactions or create commentary that feels native but aligned. Influencers can act as your brand’s cultural translator, making you relevant to your audiences. We recently launched “Friends of John Lewis”, our new creator-led series challenging creators to turn social or product-led content around in 72 hours to deliver content that’s reactive, relevant, and designed for virality and brand visibility.

5. Personalise the trending moments: Audiences reward creativity. When you jump on a trend, add commentary or a twist that reflects your brand voice. Take Tortilla UK for example, they hit the right balance by combining Gen Z humour with team-led content that feels funny, fresh and unmistakably Tortilla. Niche humour and platform-native behaviours can help personalise pop culture moments when they speak directly to your community.

Need help building out your reactive social media strategy? Get in touch.

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