Should You Jump on Social Media Trends? Why “Overdone” Content Still Works

One of the most common things I hear from business owners is this: “I don’t want to post that idea because I’ve already seen it everywhere.”

But here is the truth. What feels “overdone” to you often feels brand new to your audience. The key is not avoiding the trend, but knowing how to make it your own.

The art example

A friend of mine who works in the art space told me she avoided making a reel because she thought it was too cliché. The trend was simple: an artist holding up their artwork, spinning around, and revealing the finished piece. She said she had seen it everywhere.

I explained to her that she was seeing it everywhere because her feed was full of other artists. Of course it felt repetitive. But her customers were not following dozens of artists, so for them, this kind of content would actually feel fresh.

And here’s the important part: even if her audience had seen the trend before, it would look completely different when she adapted it to showcase her own artwork, her own personality, and her own message. That is what makes it original.

Your feed is not your audience’s feed

It is important to separate your perspective from your audience’s perspective.

• You follow competitors, peers, and industry leaders.

• Your audience follows you and perhaps a few others, but not everyone in your field.

• What feels repetitive to you is often fresh to them.

When you assume your audience is tired of a certain trend, you are making decisions based on your own echo chamber rather than the people you are trying to reach.

Why social media trends can work for your business

Trends are not something to be afraid of. In fact, when used strategically they can be some of the most effective content you post.

• Visibility. Trending formats often get a boost in reach, helping you land in front of new people.

• Relatability. They allow your brand to feel current and approachable.

• Ease. They provide a proven structure you can adapt, saving you time and creative energy.

But here is the expert tip: trends only work when you make them your own.

How to adapt trends and stay original

Simply copying a trend without thought can feel flat or generic. What sets your version apart is weaving your brand and your message through it. Here’s how to do it:

1. Start with alignment. Ask yourself: does this trend connect back to my business goals and brand values? If not, skip it.

2. Add your voice. Use the trend’s structure, but layer your own personality, expertise, and style into it.

3. Shift the angle. Instead of repeating exactly what others have done, tweak the delivery. For example, change the hook, use your own product or service in the example, or tailor the caption to address your audience’s specific pain points.

4. Educate or inspire. Pair the trend with a message that teaches, encourages, or connects. That way, even if the visual is familiar, the takeaway is uniquely yours.

By doing this, you take a format people recognise and make it something only your brand could have created.

The expert takeaway

Social media trends are not overdone. They are opportunities. What matters is how you use them.

Do not shy away from trends because you think they are everywhere. Remember, your audience is not seeing what you are seeing. And even if they are, your job is to adapt the trend so it carries your voice, your brand, and your message.

That is how you turn a popular idea into content that feels original, resonates with your customers, and positions you as the expert in your space.