By Sophie Miller

How’s your cottagecore vibe? Are you ready for light academia aesthetic to dominate your feed or for the next generative-AI action figure trend?

Fashion trends used to spin in 20-year cycles, but there is no playbook anymore. Microtrends peak, then disappear in weeks or even days. It’s a never-ending cycle of trying to keep up with culture, and I’m exhausted.

Just 53% of marketers say they’re confident they can keep up with new cultural trends. Here’s how trend fatigue is affecting marketing, plus my take on how to figure out which trends to chase — and which to let pass.

What is trend fatigue?

Trend fatigue is the overwhelming feeling of exhaustion when facing the pace and volume of new trends, especially on social media.

The New York Times recently wrote that logging into social media feels like “standing in front of a fire hose of fashion and internet fads and cranking open the nozzle, full blast.” That metaphor resonates with me, even as a social media professional. After half a decade in the industry, I’m seeing a shift where the volume of social media trends is starting to outpace their value.

Viral trends are rising and falling on TikTok and Instagram faster than ever, from demure to Dubai chocolate to mermaid-core. Almost before you can hop on the trend, it’s gone.

It’s become so ridiculous that The New Yorker‘s humor column started predicting absurd upcoming trends like “Supreme Court casual” and “spotted-lanternfly goth.” I can’t blame them. When it’s hard to distinguish between real and made-up trends, you know we’ve hit peak fatigue!

Who is experiencing trend fatigue the most?

Trend fatigue affects both consumers and social media pros. Like most social media marketers, I love the variety and pace of the job, but it can get exhausting. Marketers and strategists say it’s hard to distinguish between fleeting fads and meaningful, lasting changes. As professionals, we need to fight for better content to keep our industry healthy and sustainable.

Here’s what’s at risk for brands with trend fatigue:

• Burnout. Over half of marketers admit they’re afraid of burning out in their current roles. We’re under constant pressure to identify, react to, and capitalise on emerging trends, which leads to creative burnout.
• Brand erosion. When brands jump on every trend that comes along without considering whether it’s a good brand fit, they risk diluting their voice and weakening their message and trust. One study found that excessive and irrelevant brand posts caused users to tune the brand out. One in three consumers says they prefer a social media experience with no brand presence whatsoever.
• Resource drain. Jumping into action to create one new content trend after another can be exhausting, but it can also be resource-intensive. How many hours have you spent creating a social media video, only for it to flop? Do you have a closet full of props you used for social media that you’ll never pick …read more

  Source:: HubSpot Blog