How to Turn Social Media Trends Into Small Business Wins

Social media trends are an often overlooked opportunity to connect with your audience in a fun and engaging way. We’ve noticed you’re curious about it in our monthly webinars, so let’s dive in!

You want to know if it’s appropriate for your business niche, how to go about creating trendy social media content, and how to get over the hump of either putting yourself in front of the camera or just generally putting your small business story and behind-the-scenes look at your business out there for the Internet to see. 

I created a guide to help you overcome whatever may be holding you back from trying fun, modern social media marketing. Let’s get straight to the good stuff. I’ll highlight the top points right here, and if you’re ready to dive deeper and view examples, check out the full guide on our blog.

Let’s get trendy

According to a recent Small Business Now report, 63% of small businesses rely on social media as their primary marketing channel. By incorporating trends, businesses can build an online presence, attract new customers, and foster loyalty among existing ones. However, balancing trendy content with educational, informative, and promotional posts is crucial to maintaining a well-rounded social media strategy.

Key social media trends for small businesses

1. Vlog-Style Videos: these can provide a behind-the-scenes look at your business, making it more relatable and human. For example, a fitness studio might make a video from the front of a barre class. A pet store could share educational and behind-the-scenes content with fun video edits.

2. Memes: Memes can add a touch of humor and relatability to your content. They can be a great way to engage your audience and make your brand more approachable.

3. POV Content: Point-of-view (POV) content can help your audience feel like they’re part of the action. For example, a coffee shop could create a POV video of the coffee-making process, from grinding the beans to pouring the final cup.

4. Monthly Photo Dumps: sharing a collection of photos from the past month can give your audience a glimpse into your business’s daily activities and create a sense of community.

Deciding When to Join a Trend

When deciding whether to join a social media trend, ask yourself:

• Can I spin this trend to work for what my business offers customers?

• Will it result in a negative response from my target audience?

If the trend aligns with your brand and can be made relevant and meaningful for your audience, go for it. If it doesn’t fit or could be seen negatively, it’s best to skip it. Remember, not every trend is a fit, and that’s okay. There will always be more opportunities to engage.

Examples of popular social media trends

1. ‘This and...' Trend: for a coffee shop, you can show video clips or photos of things you or your customers enjoy that relate to your business. For example, a video of coffee being brewed and poured into a to-go cup, followed by a clip of a person walking around town enjoying coffee from your business.

2. Hozier’s Yell: for a real estate agency, you can show a client receiving the key to a house they closed on, emphasizing the joy and excitement of the moment. For a bakery, you can create a fun, engaging video of your team baking a special treat, set to the ‘Hozier’s Yell’ audio.

3. No Doubt — ‘Just a Girl’: for a women’s empowerment organization, create a video highlighting achievements and stories of women in your community, set to 'Just a Girl' by No Doubt. For a jewelry business, use the song to showcase your craftsmanship and unique designs made for women and emphasize women’s empowerment with a text overlay like: “I’m just a girl in the world rocking the best jewelry pieces.”

4. Harry Styles — ‘As It Was’: for a library, you can use the song to create a video showcasing the quiet, serene atmosphere of your library, with patrons reading and studying.

5. 24kGoldn – ‘Mood’: for a coffee shop, you can use the song to create a relaxing atmosphere video of your coffee shop, with customers enjoying their drinks.

Connecting with your audience through storytelling

To help small businesses connect with their target audience through storytelling and engaging content, focus on telling your small business story as the centerpiece of your marketing strategy. Your goal is to connect with your audience by making them feel something, such as laughter, compassion, empathy, advocacy, or community. This emotional connection can lead to increased engagement and support for your business.

• Share Behind-the-Scenes Content: Give your audience a peek into the day-to-day operations of your business. This can help build trust and make your brand more relatable.

• Feature Your Customers: Highlighting your customers in your content can create a sense of community and show that you value their support.

• Collaborate with Other Businesses and Influencers: Partnering with other businesses and influencers can expand your reach and build credibility. Ensure that any partnerships align with your brand values and have a good reputation.

Tools and Tips for Content Creation

• AI Tools: Use AI tools to generate captions that align with your brand voice and streamline content creation. Constant Contact’s AI Content Generator helps you take your caption ideas and turn them into ready-to-post captions.

• Social Media Management Tools: These tools can help you schedule posts, track engagement, and refine your strategy. Schedule and track your next post using Constant Contact’s social media tools. 

• Organize Your Content: Capture videos and photos throughout your day and organize them in clearly labeled folders to make it easier to create engaging posts. Organize your content into folders using your Constant Contact account media library.

• Block Off Time for Content Creation: Dedicate specific times in your schedule for content creation to ensure consistency.

Now it’s your time to shine on social media

Creating trendy social media content is beneficial for small businesses as it helps build an online presence, gain new customers, and foster loyalty. Connecting with customers through entertaining and relatable content allows small businesses to stand out and engage their audience more effectively. Remember, the goal is to create content that feels authentic and aligns with your brand’s mission. You can build a strong connection and earn their support by telling your story and making your audience feel something.

Download our handy Dos and Dont’s chart on How to Have Fun on Social Media Without Oversharing here.