Sometimes, all it takes is one viral TikTok to breathe new life back into a stale brand. Just ask Chili’s. Their Triple Dipper appetizer turned a once-forgotten restaurant into a trending sensation, sending sales soaring by over 70%.
Trends are undoubtedly a powerful force. Becoming “the next big thing” can generate instant buzz, drive sales, and build a brand’s name seemingly overnight. But all trends (yes, every trend) have a shelf life. They sweep in, everyone’s talking about them and then, just like that, they’re old news.
So, how long does the hype really last? And how do the best brands sustain it even after the initial excitement fades? Drawing on years in this industry, I’ll break down the anatomy of a trend and show how your brand can maximize its impact before the momentum ends.
The Start of the Buzz: Where Trends Begins
Before a trend fades, someone or something always sets the wheels in motion. Once it catches on, it plays on our psychology, spreading across shelves and carts.
Here’s what fuels a trend and keeps them flying off the aisles:
📈Social Currency
Some products explode in popularity because they make people feel part of something exclusive. Owning the latest gadget or trendy sneakers shouts, “I’m ahead of the curve.”
📈The Appeal of Rarity
Limited editions or exclusive collaborations create instant demand. People want what feels rare, and brands know how to use that to their advantage.
📈Riding on Existing Trends
Timing is everything when it comes to trends. Think of plant-based foods in the wake of the wellness movement or retro fashion brands benefiting from nostalgia’s recent popularity.
📈Relatability and Connection
Trends hit harder when they feel personal, something that resonates with people’s personal experiences.
It’s why that viral dance or nostalgic throwback makes people think, "This is so me!" When something feels like it was made for you, you're more likely to share it, wear it, or live it.
Why Every Trend Has an End
Every trend has its moment, but they’re all inevitably temporary. While some trends can take up to months before they fade, in today’s fast-paced world, most can peak in as little as 3-5 days, especially on platforms like TikTok.
rarely lasting a full year. So, what’s behind their rapid fade? Let’s dig into why even the biggest trends eventually go past the expiry date.
📉Flavor Fatigue
Seeing the same thing over and over? It gets old. Even the coolest trends lose their charm when they’re everywhere, leading people to tune out.
📉Oversaturation
When everyone jumps on a trend, the market gets flooded with similar products. What once felt special becomes just another option, pushing consumers to search for what’s next.
📉New Trends Emergent
Just as one trend dies, another takes its place. Consumer preferences evolve, and interest naturally shifts to fresher, newer products.
How Savvy Brands Keep the Trend Alive
Going viral or trending can be a powerful launchpad, but without a plan to sustain interest, that initial excitement can fade fast. Real success lies in strategies that go beyond the trend.
Here are three brands with strategies worth borrowing:
SUPREME: Create Limited Editions
Supreme turned limited editions into a way of life. Using the power of exclusivity, their limited drops create that "get it before it’s gone" energy, keeping fans hooked and always coming back.
NIKE: Expand Product Line
Nike is a pro at staying ahead by giving people new reasons to stay interested. New colors, complementary products, and seasonal releases—they keep their lineup exciting and hard to resist.
GLOSSIER: Build a Community
Glossier didn’t just stop with Instagram-worthy products. They built a community where customers feel like they’re part of something meaningful by building.
Go Beyond Trends with Jumper Media
Trends are powerful, but they’re temporary. Real, sustainable success comes from building a brand that goes beyond the trend and connects with customers for the long term. That’s where we come in at Jumper SMM. We help you create a strategy-first social media approach, crafting monthly content calendars that keep your brand in the conversation even after the hype fades.
Let’s take your brand beyond the trends! Connect with us and let’s create a lasting impact.
