Oh my God. We need to talk about the 90s.
Specifically, we need to talk about the time I got a perm; it was horrendous.
My hair looked less like defined curls and more like a burnt, slightly terrified cotton ball. A fluffy accident, honestly.
But here’s the thing: in the 90s, that was the look. It was a moment. A trend. And despite the visual trauma, I jumped on it because… everyone was doing it.
And that is exactly the strategic energy you need in your marketing right now.
The Strategic Imperative of the “Perm” (a.k.a. The Trend)
I see too many brilliant brands stuck in strategic paralysis on social media.
They say things like:
- “We don’t chase trends.”
- “Our brand is evergreen.”
- “We prefer timeless content.”
And yes—evergreen content is your foundation. It’s the black dress of your strategy.
But here’s the uncomfortable truth:
Trends are what pay the rent.
How the Social Media Algorithm Actually Works
This isn’t about opinion. It’s about system design.
Platforms like TikTok and Instagram Reels are built on one goal:
User retention.
They need users to stay longer. Scroll more. Watch more.
And the fastest way to do that is through relevance.
1. Trends = Relevance
A trending sound or format signals:
“This content is part of something happening right now.”
2. Relevance = Distribution
When you use a trend, the algorithm boosts your content to test engagement beyond your audience.
3. Distribution = Opportunity
If people engage, your reach expands rapidly—even outside your followers.
You are not being rewarded for being the most original.
You are being rewarded for being part of the current conversation.
ReaD MORE: Brand Growth Strategy: Why Every Big Brand Starts in the “Courtyard” Stage
The Algorithm Is a Feedback Loop
Here’s what’s actually happening:
- Trend appears
- Users engage with similar content
- Platform pushes more of it
- New creators get distribution
- The cycle repeats
If you’re not participating, you’re invisible to the loop.
Smart Trend Strategy (The Darl Way)
No, this doesn’t mean chasing every dance trend or meme.
It means participating intentionally.
1. Storytelling First
Use the trend as a container, not the message.
The format gets attention.
Your brand gives meaning.
Just like the perm—structure first, identity second.
2. Trends Are Discovery, Not Destination
Trends bring people in.
Your core content keeps them.
If your strategy is only trends, you get attention without retention.
3. Speed Wins
Most trends have a 7–10 day peak window.
If you’re slow, you miss the wave.
If you’re fast, you ride it.
Execution speed is part of the strategy.
The Reality Check
The algorithm doesn’t reward perfection.
It rewards participation.
Sometimes that means:
- Showing up early
- Trying something slightly uncomfortable
- Looking a little silly in the moment
But in exchange, you get reach, visibility, and growth.
And yes—your bank account will usually thank you later.
Final Thought
You don’t need to abandon your brand to use trends.
You just need to understand how the system works.
Evergreen builds your foundation.
Trends build your reach.
And together, they build momentum.
So whether it’s a regrettable perm or a viral sound…
Sometimes you just have to jump in.
— Lara
