Is Chasing Social Media Trends Actually Hurting Your Business?
Trending audio. Viral Reel formats. “POV” videos. Lip-syncing. Trending hooks. Memes.
There always seems to be something new that we’re being told we need to do on social media.
And when you’re running a salon, beauty business or working behind the chair or treatment bed all day, it can feel impossible to keep up.
But here’s the question I think we need to be asking:
Are all those trends actually helping your business grow?
Or are they just helping you get views?
Because those are two very different things.
Going viral isn’t necessarily the goal
There’s nothing wrong with wanting your content to reach more people, and trends can be brilliant for doing exactly that.
But 50,000 views from people who live nowhere near your salon, have no interest in your treatments and will never become clients aren’t necessarily more valuable than 500 views from people in your local area who are genuinely considering booking.
As a business, your social media shouldn’t just be about getting attention.
It should be about getting the right attention.
The problem with constantly chasing trends
One of the biggest issues I see with businesses relying heavily on trends is that eventually their content starts to look like everybody else’s.
A trending Reel appears and suddenly every salon is recreating it.
Then every nail tech.
Then every lash artist.
Then every social media manager telling you why you need to recreate it.
Before you know it, your feed is full of slightly different versions of exactly the same thing.
The irony is that while you’re trying to get noticed, you can actually end up making your business less memorable.
Your personality, expertise, client experience and the things that make someone choose you can disappear underneath content created purely because “it’s trending”.
Ask yourself: would my ideal client actually care?
Before jumping on a trend, this is one of the simplest questions you can ask.
Not: “Could I make this work?”
But: “Would the person I want to book with me actually care about this?”
If you’re a colour specialist trying to attract women who want low-maintenance, luxury colour, your content needs to speak to their wants, problems and questions.
If you’re an aesthetics practitioner, your potential clients might need reassurance, education and trust before they’re ever going to make an enquiry.
If you’re a bridal make-up artist, your audience may want to know how you’ll make their wedding morning feel just as much as they want to see the finished make-up.
A trend can help you communicate those messages, but the trend itself shouldn’t be the message.
Trends should be the vehicle, not the strategy
This is where trends can work brilliantly.
You’ve spotted a trending Reel format that’s getting attention. Great.
Now ask yourself how you can make it relevant to your business and your ideal client.
Instead of simply copying what everyone else is doing, put your expertise into it.
Could you use the trend to bust a misconception about your treatment?
Could you use it to answer a question clients regularly ask?
Could you adapt it to show what happens behind the scenes in your salon?
Could you make your ideal client laugh because they immediately recognise themselves in it?
That’s when a trend becomes useful.
You’re borrowing the format, but the message is completely yours.
Don’t let trends dilute your brand
Not every trend needs your participation.
If something feels completely different to the personality of your business, forcing yourself to join in can make your content feel awkward rather than authentic.
And your audience can usually tell.
Your social media should give potential clients a taste of what they’ll experience when they walk through your door.
If your salon is calm, luxurious and focused on creating a relaxing experience, suddenly posting chaotic comedy Reels because they’re trending might attract attention, but is it reinforcing the brand you’re trying to build?
Likewise, if your salon is fun, loud and full of personality, overly polished content because you’ve seen another account doing it might remove exactly what makes your business special.
Don’t mistake views for business growth
This is perhaps the biggest trap.
A Reel gets 20,000 views and we immediately think: “It worked!”
But did it?
Look beyond the view count.
Did people visit your profile?
Did the right people follow you?
Did you receive enquiries?
Did people save or share the content?
Did someone book?
Not every post needs to result in an immediate appointment, of course. Some content exists to entertain, some builds trust and some helps you reach new people.
But collectively, your content should be moving people closer to becoming clients.
Otherwise, you’re creating content for the algorithm rather than for your business.
So, should you stop following trends?
Absolutely not.
Trends can be fun, creative and fantastic for reach. They can introduce your business to people who may never have discovered you otherwise.
Just stop feeling as though you need to jump on every single one.
Instead, try this simple test before joining a trend:
- Will my ideal client understand or enjoy this?
- Can I make it relevant to my business?
- Does it fit my brand and personality?
- Is there a message behind it?
- Would I still be happy with this post if it only received 300 views?
If the answer is yes, go for it.
If you’re only creating it because everybody else is, perhaps give that one a miss.
Your clients aren’t looking for the trendiest salon on Instagram
They’re looking for the right person to trust with their hair, skin, nails, brows or beauty treatments.
They want to know that you understand what they’re looking for.
They want to see your expertise.
They want to know what visiting you will actually be like.
And ultimately, they want a reason to choose you over the dozens of other businesses appearing on their feed.
So by all means, have fun with trends.
Jump on the ones that make sense. Put your own spin on them. Experiment with new formats.
But don’t allow the constant chase for reach to make you forget who you’re actually trying to reach.
Because 100,000 views might look impressive on your Insights.
But ten of the right people discovering your business?
They could be worth far more.