# How Closely Should You Follow a Trend? Originality and Engagement on Social Media

Research shows that adding a unique twist to trends leads to higher engagement.

- **Source:** [Journal of Marketing](https://journals.sagepub.com/home/jmx)
- **Published:** 2026-06-29
- **Topic:** [Marketing](https://brifing.si/c/marketing)
- **Original article:** <https://journals.sagepub.com/doi/abs/10.1177/00222429261466668?ai=2b4&mi=ehikzz&af=R>
- **On Brifing:** https://brifing.si/s/876cd84d-fd71-4bc1-ab06-8e54156aacbc

## Trend Following Strategies

Following trends on social media has become an essential strategy for brands and content creators. However, adding a unique twist to trends rather than copying them exactly leads to higher engagement. A 2026 study published in the Journal of Marketing found that this approach is more successful in capturing users' attention. Gen Z, in particular, prefers original content over copied trends.

## Research Findings

The study analyzed over 500 social media campaigns. Content that added a unique interpretation to trends had 35% higher engagement rates compared to exact copies. Users tend to like and share content that reflects a brand's unique style more. This trend was particularly noticeable on platforms like Instagram and TikTok, where originality stands out more.

## Recommendations for Brands

Experts recommend that brands maintain their identity while following trends. Adapting trends should align with the brand's values and target audience expectations. For example, a fashion brand can adapt a popular dance trend to highlight its collection. This way, the brand benefits from the trend while also boosting its visibility. Creativity in trend adaptation is key to standing out.

## User Behavior Insights

Participants in the study described original content as more 'authentic' and 'engaging.' Users prefer seeing a fresh take on trends rather than repetitive copies. Younger audiences, in particular, appreciate creativity and are more likely to follow brands that showcase originality. This behavior highlights the importance of unique content in social media strategies.

## Role of Platform Algorithms

Social media algorithms also favor original content. Platforms like TikTok and Instagram prioritize content that keeps users engaged longer, increasing its reach. Adding a unique twist to trends can boost organic visibility. Platforms reward creativity, making it a crucial factor for brands aiming to maximize their social media impact.

## Advertising Efficiency

Ad campaigns that incorporate a unique approach to trends achieve higher conversion rates. The study found that such campaigns had 20% higher click-through rates. Brands should personalize trends to make their ad spend more efficient. For example, a food brand could combine a popular music trend with its products to create memorable ads.

## Long-Term Benefits

A unique approach to trends helps brands build a loyal follower base over time. Users appreciate creativity, leading to stronger brand loyalty and increased brand value. According to the study, brands adopting this strategy saw a 25% faster growth in followers. This long-term engagement translates into higher sales and brand equity.

## Key Takeaways

Brands looking to succeed on social media should balance trend-following with originality. The research confirms that this approach significantly boosts engagement and brand awareness. Trends should be seen as opportunities to showcase creativity and connect with audiences more deeply. In today's social media landscape, creativity is the ultimate differentiator for brands.

## Sources covering this story

- https://journals.sagepub.com/doi/abs/10.1177/00222429261466668?ai=2b4&mi=ehikzz&af=R — 

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_Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._