Should Home & Garden Brands Jump on Social Media Trends?

In this T.E.A Talks episode, Darren and Archie tackle the question: should home, garden, and lifestyle brands jump on the latest social media trends, or avoid them? The discussion covers the speed of trends, the impact on reach, and whether joining in is actually good for your brand’s credibility.

The speed and power of social trends

• Social media trends, especially on TikTok, now change faster than ever… many trends can appear simultaneously.
• TikTok’s algorithm uses device location data for hyper-targeted content recommendations.
• Following a trending sound or hashtag can boost reach by 50–150% on TikTok, compared to 30–70% on Instagram.
• The rapid turnover of trends can make it difficult for brands to keep up.

Does crossposting hurt reach?

• The “tea or tosh” segment answered the myth: posting the same video on Instagram and Facebook does not negatively impact reach.
• Crossposting is effective for brands, as audiences are often different on each platform.
• For personal profiles, there may be more overlap, but for brands, crossposting saves time and broadens exposure.

Can jumping on trends damage credibility?

• The impact depends on both the trend and the business.
• Trends that showcase team spirit (e.g., group dance videos) can build positive brand image and show company culture.
• Trends done poorly (e.g., a lone PR person awkwardly dancing) can feel forced and harm credibility.
• Employee-generated content (EGC) is increasingly popular and helps brands appear relatable and human.
• The key is to fully commit and ensure the trend is relevant to your brand and audience.

Relatability and audience fit

• Consumers want to buy from brands and people they find relatable and likeable.
• Content should reflect your target audience’s interests and values.
• Brands should ask: “does this help us tell people what we do, where we do it, and who we do it for?”
• Viral reach is not always valuable if it attracts the wrong audience.

Should you be famous to many or a few?

• Being “famous to a few” is often more valuable for niche brands. Loyal fans convert and spend more.
• Consistency is key; one-off viral hits are less valuable than sustained, targeted content.
• Organic posting should always serve the commercial goal of growing the business, not just chasing views.

Key takeaways

• Consider whether a trend aligns with your brand, your audience, and your business objectives.
• Use crossposting to maximise reach, especially as brand audiences vary by platform.
• Focus on building loyalty and relevance with the right audience, not just large numbers.
• Always ask: will this content help grow our business?
• A thoughtful, consistent approach to trends and organic content will outperform random viral attempts.

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