When to avoid marketing trends
Remember Clubhouse? During COVID, it felt like the next big thing. Invite-only. Audio-only. Live chats with celebrities and influencers. It gave people something fresh when everything else was locked down.
But once the novelty wore off—and the world reopened—Clubhouse tanked. It didn’t have the tools most businesses actually need: analytics, targeting, follow-up, or even content that stuck around.
Trying it wasn’t necessarily a mistake. But it was a reminder. Trends aren’t bad. But they’re not always right for you. Timing, alignment, and long-term value matter more than hype.
So how do you tell the difference?
Use the KLTV filter
Before you hop on a trend, ask:
Does this help the right people Know, Like, Trust, and Value our organization?
That KLTV filter gives you a practical way to sort the shiny from the strategic.
Some trends might build visibility, but your audience isn’t there. Some generate engagement, but it’s from the wrong people. Some build buzz, but not trust. And no trust means no action.
The trend might still be worth it—but only if you know where it fits. Are you using it to increase awareness? Build trust? Drive conversion?
If it doesn’t serve one of those stages, it doesn’t belong in your strategy.
Instead of asking:
- “Is this hot right now?”
Try:
- “Will this help our ideal audience get to know us?”
- “Will it make them like us more?”
- “Will it build trust?”
- “Will it lead to action or value?”
If the answer’s no—or even “ehhh maybe?”—walk away.
Ask yourself: Would we still do this if our competitors weren’t?
One of the fastest ways to waste marketing time is to copy what everyone else is doing out of fear.
- “We need to be on TikTok because XYZ Co. is.”
- “They’re doing webinars—we should be doing webinars.”
Maybe. But maybe not.
If the only reason you’re chasing a trend is because someone else is, that’s a red flag. It means the decision is coming from anxiety, not strategy.
You absolutely should know what your competition is doing. But don’t define your direction by it. If they zig, maybe you need to zag. Because when you just mirror your competitors, you blend in. And blending in is rarely the goal.
Ask this instead:
- “What are we doing that our competition can’t copy?”
Find your Point of Optimization
In Online Marketing Mindshift, I talk about the Point of Optimization—the spot where the time and energy you’re putting into something pays off the most.
Every organization has a different one.
To find yours, consider:
- Audience – Are your people actually using this tool or platform?
- Capabilities – Does it help you meet your marketing goals?
- Culture Fit – Does the vibe match your brand and voice?
- Comfort Level – Can you (or your team) actually pull it off—and enjoy doing it?
You don’t need to say yes to all four, but the more boxes you can check, the more likely the trend will stick (and work).
And if the answer to most of those is “not really”? That’s your cue to move on.
Watch for the FOMO reflex
A lot of people jump into trends with the classic “It can’t hurt to try.”
But that’s not true.
Trying always costs something—time, energy, money, focus. For small teams, especially, those are expensive resources.
And if the execution is bad? It might actually hurt.
You could damage your credibility. Annoy your audience. Or possibly even tank your SEO or get flagged as spam.
So don’t try it just to try it.
Ask:
- “Do we have the margin to do this well?”
- “Will it support our strategy?”
If not, skip it. That’s not laziness. That’s discipline.
Resist the rush. Focus on what works.
Marketing trends aren’t the enemy. Some are great. Some help you grow faster. But most only work if they fit your audience, your brand, and your goals.
The best marketers aren’t the trendiest. They’re the most strategic. They’re not chasing what’s hot. They’re doing what actually moves the needle.
So sure—keep an eye on what’s new. Try things when they make sense.
But don’t build your plan around FOMO. Build it around focus, clarity, and connection.
That’s how you win.