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How to avoid overspending on social media trends

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  Published in Media and Entertainment on Wednesday, October 1st 2025 at 12:46 GMT by Associated Press
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Avoiding the “Trend Trap”: How Brands Can Keep Their Social‑Media Budgets in Check

When a new hashtag, dance craze or meme explodes on TikTok, Instagram or YouTube, every marketer feels the pull to jump in. In the rush to capture fleeting attention, many brands risk overspending on fleeting trends, only to see their return on investment (ROI) evaporate as the novelty fades. A recent AP News video‑article – “How to Avoid Overspending on Social Media Trends” – outlines the pitfalls of chasing viral moments, offers practical guidance for staying financially disciplined, and cites real‑world examples of both triumph and failure.

1. The Trend‑Hunting Frenzy

The video opens with a montage of wildly popular TikTok challenges—think the “Savage” dance, the “Cinnamon Toast Crunch” meme, or the “Flip the Switch” trend. Brands such as McDonald’s, Nike, and fashion labels have all ridden these waves, partnering with influencers and creating branded content that quickly goes viral. The AP piece notes that “in 2023 alone, U.S. brands spent nearly $12 billion on TikTok advertising” (source: AP Business, 2023), a figure that dwarfs spending on more traditional platforms.

However, the rush to align with every trending hashtag can lead to disjointed marketing messages, inconsistent brand storytelling, and a misallocation of limited resources. The article references a 2024 AP investigation that found that 62 % of marketers who pursued a trend “felt the need to re‑budget mid‑campaign” because the expected reach never materialized.

2. The Cost of “Jump‑In” Content

One of the biggest traps is equating virality with value. The video showcases a case study of a mid‑size sneaker company that partnered with a TikTok creator to replicate a viral “street dance” trend. The brand paid $45,000 for the influencer’s 10‑minute video, an additional $10,000 for editing and promotion, and another $5,000 for a limited‑edition release that was tied to the trend. Within two weeks, the video had over 5 million views, but the company saw only a 1.2 % lift in sales and a 10 % drop in inventory for the rest of the quarter. The AP article quotes the brand’s marketing director: “We were chasing a wave that had already peaked; we didn’t have a clear funnel.”

The narrative then shifts to a cautionary tale from a high‑profile brand that suffered a backlash after a viral trend was misinterpreted. An apparel company’s attempt to launch a “summer vibes” campaign featuring a meme that later became associated with a controversial political slogan resulted in a sharp decline in brand sentiment. The AP piece underscores that the cost of damage control far exceeded the initial marketing spend.

3. Anchoring Decisions in Data

The article pivots to strategy, suggesting that the key to avoiding overspending lies in data‑driven decision‑making. Marketers should start with a clear objective: whether it’s brand awareness, lead generation, or sales. Once the goal is defined, the next step is to set measurable key performance indicators (KPIs) such as cost per thousand impressions (CPM), cost per acquisition (CPA), and return on ad spend (ROAS).

AP’s data‑visualization segment demonstrates how a small beauty brand used a predictive model to estimate the lift from a trending hashtag. By combining historical engagement metrics with third‑party trend analytics, the brand projected a 25 % increase in sales and set a budget cap of $15,000. The result: a modest but sustainable lift that avoided the “trend burn.”

The article also references a linked AP Business story on “Influencer Marketing Costs Are Rising,” which notes that influencer rates have increased by 38 % since 2021. The trend‑based spend is often “sudden and unpredictable,” so a rolling budget that allows for a 10–15 % contingency can help brands stay within financial limits.

4. The Power of Planning and Alignment

A recurring theme in the video is the importance of aligning trend‑based content with broader brand strategy. The article stresses that trend participation should serve a larger narrative rather than a standalone stunt. For instance, a food‑service chain that used a viral cooking challenge did so as part of an ongoing “home‑cooking” content series, ensuring the trend was integrated with other marketing touchpoints.

The piece also advocates for a “trend calendar” that maps out high‑potential moments—such as holidays, sporting events, or platform algorithm changes—allowing marketers to schedule campaigns in advance and negotiate better rates with creators. By front‑loading budgets and using pre‑approved creatives, brands can avoid last‑minute rushes that inflate costs.

5. Measuring Success Beyond Vanity Metrics

The article concludes by cautioning that likes, shares, and comments are not sufficient proxies for business value. Marketers should track how trend‑based campaigns influence purchase intent, website traffic, and ultimately revenue. A cited study in the AP’s “Social Media ROI” series found that only 12 % of trend‑based campaigns achieved a positive ROAS in the first 30 days, highlighting the need for robust measurement frameworks.

The final takeaway: be opportunistic, but never reckless. Use data to anticipate and plan, set clear budgets, align with brand purpose, and evaluate impact through real business metrics. In doing so, brands can ride the wave of social‑media trends without capsizing their financial stability.

Key Takeaways for Marketers

1. Start with a Goal: Define what success looks like before engaging with a trend.
2. Set a Budget Cap: Use historical data and predictive analytics to set a realistic spend limit.
3. Align with Brand Narrative: Trends should enhance, not distract from, your core story.
4. Build a Trend Calendar: Plan for high‑impact moments to negotiate better rates.
5. Track Business Outcomes: Measure ROAS, CPA, and sales lift, not just engagement.

By following these guidelines, brands can leverage the infectious energy of social‑media trends while safeguarding their bottom line.