To Trend or Not to Trend?

By Kayla Zigic – Social for Salons

How to Tell if the Latest Reels Trend Is Right for Your Salon’s Strategy

Let me start off with a question.

Have you ever been scrolling through your fave social media app and consistently seen the same social media trend? (Insert the current propaganda trend where everyone verbalises what propaganda they are and aren’t falling for.) If you haven’t seen it, go and type “propaganda” into your socials search bar. And you think to yourself, “Should I be using that too?” or maybe you’ve seen a post talking about content trends currently circulating the big, wide world of socials, and you’re left asking yourself the same thing: “Is this something I should be doing?”

It’s a hot debate. Some people will tell you that jumping on trends is essential for growth. Others say they’re a waste of time and energy. So, what’s the truth?

From a social media strategist’s perspective, I’m going to tell you this… And I want you to really listen. When it comes to using “trends,” the “trends” aren’t actually the problem, but using “trends” without a strategy is. Let me explain.

Here’s the thing: if your trending video goes viral but doesn’t bring in a single new client or inquiry, was it really worth the effort? (Spoiler: the answer should be no)

From a strategic point of view, every single piece of content you post should have a purpose, a goal, that’s either to entertain, inspire, educate, or promote to your audience. The purpose shouldn’t be to go viral.

The Attraction of a Trending Reel

I get it; trends are popular for a reason, just like Mac’s Signature lipstick Snob in the 2000’s or tadpole eyebrows… It blows up for a while, then it fizzles out, which is why they are called trends. Social media trends are usually quick, easy, and fun and offer the promise of a visibility boost. When done right, they can help you appear on more screens and be discovered by new people.

But here’s where it can go a little pear-shaped — trending content is often broad. Meaning it might not attract your ideal client or local audience. In fact, salons that go viral with content that is quote-on-quote “trending” generally reach people overseas or outside their service area. Think you’re living in Mt Isa, and you go viral with 90% of your views coming from Utah. What’s the point of going viral if the people who have seen it can’t even book with you? So yes, the view count going up might feel exciting, but it doesn’t fill your books.

Am I saying not to use trends at all? No, that’s not what I’m saying. I’m saying do the trend, but make it strategic to your salon or spa because every trend you do should always (and I mean always) link back to your overall social media goals and objectives.

Before even creating the “trending” content, you need to ask yourself, “What is the goal here?”

• Am I trying to book or promote a specific service?

• Do I want to educate my clients?

• Is this trend relatable to my ideal audience?

• Will they see themselves in this content? Can they connect with it?

If the answer is yes, go for it. Use the trend but make it your own. However, if the trend feels forced, off-brand, or doesn’t tie into what your salon, spa, or clinic offers, you may skip it. You don’t need to follow the crowd to grow online. You need to connect with the right people.

Trends can work brilliantly when they’re tailored to your niche.

It’s not about copying trends. It’s about adapting them to tell your story.

Note: This type of content might not always “go viral,” but it builds trust, positions you as the expert, and attracts clients who are ready to book. It’s about how you can strategically entertain, educate, inspire, and promote yourself and your salon or clinic,

Be Intentional

At the end of the day, trends come and go — but your brand message is what sticks.

Use trends with intention. Make sure they support your salon’s goals, speak to the people you want to attract, and don’t get caught up in the viral view count. This is what we call a vanity metric, looks good on paper but doesn’t bring $$$ through the door or conversations in your inbox.

So, yes, post the trends but be purposeful and strategic xx @socialsforsalons