How to decide which marketing trends to follow

Wondering how to decide which marketing trends to follow? You’re not alone.

 

In the last blog, I unpacked what keeping up with marketing trends actually means, without the fluff. If you missed it, you can catch up here: What does keeping up with marketing trends mean?

 

We covered how trends can be helpful, fads can be distracting, and that going viral doesn't automatically equal success (especially if no one buys anything).

 

Now that we’ve made sense of what trends are, it’s time to answer the next big question.

 

How do you decide which marketing trends to follow and which ones to skip?

 

Because in all reality, your to-do list is already a beast. You don’t have time to jump on every new platform or change your entire strategy every time someone on LinkedIn says, “This is the future of marketing.”

 

So here’s a simple way to filter the noise and figure out what’s worth paying attention to (and what’s not).

 

1. Start with your ideal clients

 

You’ve probably heard me say this before (many, many times), and I’ll keep banging on about it because it’s really, really, really important.

 

If your ideal clients aren’t using a certain platform, trend, or format… then it’s probably not worth your time.

 

Yes, even if that trend is “so hot right now.”

 

For example, if you run a service-based business that works with professionals in their 40s and 50s, they might be on LinkedIn and Instagram, not TikTok. So when someone says “You need to be on TikTok,” your answer should be… “Thanks, but no.”

 

Always bring it back to where your people are and how they like to get their information. This is a key part of how to decide which marketing trends to follow. Your ideal clients will always guide you.

 

2. Ask: does this support my marketing goals?

 

Trends should support your strategy, not derail it. So before you jump on anything new, ask yourself:

• Will this help me connect with the right people (aka my ideal clients)? 
• Will it move me closer to my goals?
• Is it aligned with how I want to show up (in other words, does it work for my brand)?

 

If the answer is no, it’s okay to let it go.

 

3. Check if it’s sustainable

 

This one’s a biggie. 

 

Can you actually keep up with the trend without burning out?

 

Because let’s face it, most business owners aren’t sitting around with hours to spare for experimenting. So before you jump on a new trend, ask yourself “Can I actually keep this up without it becoming another half-finished thing on my list?”.

 

Just because something looks great doesn’t mean it’s realistic for you to do it regularly. 

 

One reel or one email or one shiny new campaign won’t suddenly change everything. It’s about showing up, again and again. However, remember while consistency is key, that consistency should be manageable. 

 

Regularly delivering content of value only once a week is better than throwing up random content several times a day that your ideal clients aren’t interested in. And it’s definitely better than bombarding with content for a week and then going silent for months. 

 

Take video, for example. Yes, it’s everywhere. But that doesn’t mean you need to start a YouTube channel or post every single day on Instagram Stories. If that’s not doable (or you don’t enjoy it), it’s likely to fizzle out, and that kind of inconsistency doesn’t help your brand.

 

Instead, look at how you can adapt a trend in a way that suits your workflow, capacity, and confidence. Maybe that’s one video a month. Or turning blog content into a carousel post. Or recording audio instead of showing your face.

 

There’s always a way to make something work for you. But… only if it fits into your life without causing stress or burning you out AND if it aligns with your business goals and brand, and attracts ideal clients.

 

If you can adapt the trend in a way that feels manageable, then great. If not, skip it.

 

4. Watch before you follow

 

Not every trend needs immediate action. Sometimes the best move is to sit back and watch how others use it first.

 

That gives you time to:

• See if it actually gains traction
• Work out if it fits your brand
• Decide how (or if) you want to use it

 

It’s not about being first. It’s about being strategic.

 

5. Don’t let shiny things distract you from the basics

 

This one’s part pep talk, part reminder.

 

Sometimes a new trend looks exciting because, well, the day-to-day of marketing your business can feel repetitive. But the boring stuff, like showing up consistently, speaking to your ideal clients, and giving value – that’s what works. 

 

Who ever thought I’d call marketing boring?

 

Well, I don’t really think it is, but it can be repetitive and a bit process-driven (yep, you read that right, process driven).

 

But that’s the point. Trends can add a bit of spark, but they’re not a shortcut to success. They should support the foundations, not replace them.

 

The trick is to find a balance between keeping things interesting and staying focused on your core strategy.

 

Which brings me to the next point…

 

Want to stay focused and filter out the fluff?

 

The next blog in this series on marketing trends will help you do exactly that. 

 

I’ll share how to keep an eye on marketing trends without spending hours scrolling or reading endless blog posts. It’s for anyone who wants to stay in the loop without falling down a rabbit hole.

 

So if you’ve been wondering how to decide which marketing trends to follow and you still feel stuck, it might be time to get some help. Let’s chat. This is exactly what I help clients with – filtering what matters and making sure your marketing stays relevant (without the overwhelm).