Why Social Media Trends Work for B2B, but not B2C

Trends, trends, trends. Everyone’s favorite word nowadays. 

Have you heard about that trend??

Should we try that new trend??? 

Omg that trend is all over my feed.

Since the early days of internet trends (cough cough…the ice bucket challenge), we’ve seen the evolution of trends, firsthand from the sidelines of TikTok & Instagram. Trends started as “physical challenges” i.e. “do this, record it, and tag a friend”. Now, they’ve evolved into a more nuanced, shared “experience”. 

The History & Evolution of Video Trends on Social Media

The early days of trends: physical, showy, “large”

• Ice bucket challenge

• It was incredibly dangerous and stupid but it deserves a place in the history of trends list: The Tide challenge

• Cinnamon challenge

• Harlem Shake 

The shift: “Slower, more subtle”:

• Cooking trends begin to go viral on TikTok in early Covid days such as “Dalgona coffee” and “Feta cheese pasta”

• The very first “dance challenges” such as “The Renegade” 

Trends Today: Everchanging

• New trends pop up every single day. They typically center around:

  •  “Voiceovers” from viral clips/videos

  • “Copy, paste, modify” trends (Things I would tell my younger self, POV etc…)

  • Trending music & sounds that describe certain situations 

  • “In person” pranks still exist!! Such as “Seeing how my boyfriend reacts when I …”

So, should my company participate in trends? 

Well, the truth is, as all smart marketers say: It depends.

Here’s our take at Pink Chili Agency:

1.  If a B2B company posts a trend = they are cool. Up to date. Pushing the boundaries.

(It's like the same feeling of that one serious guy at work suddenly getting up and making a joke out of nowhere. You'd laugh. It's cute. You're proud of him).

2. For B2C, trends don't help you stand out. They make you blend in. Every consumer is doing & watching trends. It's not only a given, it's basic. So yes you can do a trend, but it won't help you get noticed.

The following is a summary of a real life phone-call between Pink Chili founders Gili & Noam. They were analyzing Pink Chili's different clients and reflecting on when they’d encourage trends and when they’d hold back. Wanna eavesdrop? Be our guest:

𝐍𝐨𝐚𝐦: "Remember ______ brand? Young, consumer focused, trends didn't work for them. Because that account needed original content. More is expected from them."

𝐌𝐞: "For sure. And when we started that iterative series, it blew up."

𝐍𝐨𝐚𝐦: "Right. And for our client ______ (an established tech company) whenever we lean more into trends, they always go viral." 

𝐌𝐞: "Yes! And it's such an easy lift and makes them relatable."

𝐍𝐨𝐚𝐦: "But there's a balance"

𝐌𝐞: "Yes yes. Like only do trends 10% of the time"

𝐍𝐨𝐚𝐦: "It's always good to test no matter what."

𝐌𝐞: "No matter what"

So that, ladies & gents, is our take on TikTok/Instagram trends when it comes to B2B companies vs B2C companies. But again, there are no rules on social media so do what works for you, your biz, and your vision. But please … have fun. Whether you are selling to another business or a person, people CRAVE entertainment, connection, and deep feelings!! So create content – what that’s video trends or not — that genuinely resonate with real people.