To Trend or Not to Trend: Should You Be Using Trends on Your Social Media?

By Kayla Zigic

Social media trends—some love them, others feel overwhelmed, and many wonder if they’re worth the hype. For salon owners and beauty professionals, trends can be both a blessing and a curse.

Should you be jumping on the latest “Brat Summer” trending dance or the heavily viral “very demure” challenge or should you be using trending audio? Will it boost your salon, spa or clinic or make you look out of place? Let’s dive into how to strategically use trends without compromising your brand.

What’s Your Objective?

Before jumping on trends, ask yourself: why are you creating content? What’s your goal? Is it brand awareness, showcasing your services, or connecting with your audience? Knowing your “why” guides every social media decision, including trends.

Think of trends like skincare—they can improve confidence, but if your client uses the wrong products or takes advice from the wrong influencer, it can do more harm than good. Similarly, trends can boost exposure, but if they don’t fit your brand’s personality, they may damage the trust you’ve built with your audience.

The Power of Trends (Without Overdoing It)

Trends can be powerful tools. Social media platforms love when accounts use trending formats, often boosting their reach and visibility. But it’s not just about being seen—it’s about what people see when they find you. A trending post that doesn’t fit your brand is like a skincare product that doesn’t fit the skin type—it might get attention, but it doesn’t provide lasting value.

A lot of salons make the mistake of hopping on trends just because others do. But the honest truth is, if the content doesn’t resonate with your audience, you risk losing your audience's connection. Imagine running a calming, relaxation-focused clinic and posting a video with chaotic energy and heavy metal audio —it’s going to confuse your audience. If your content doesn’t make sense to your brand, it’s better to skip that trend.

Stay On Brand, Always

Staying true to your brand is essential. Trends can add personality, but not at the cost of authenticity. Your social media should reflect the experience clients get when they walk into your salon or clinic.

Imagine your clinic offers a tranquil, spa-like experience. If you jump on a trend with over-the-top humour or loud energy, you create a disconnect. Your audience expects relaxation, calmness, and perhaps those Enya or Norah Jones vibes (not really but remember those days? That music takes you straight back to relaxation or a whole lot of massage trauma). Your online presence should mirror the in-person experience.

That doesn’t mean you can’t use trends— just adapt them. For example, there’s a trend where people share “A day in my life.” You could use that format to showcase a client’s experience in your clinic, adding a relaxing twist to make it fit your brand. This way, you leverage the trend while staying true to your style.

Trending Audio: Where, Why, and How

Know When to Step Away

Trends are a fantastic tool, but they shouldn’t be the entire strategy. If you rely solely on trends, your unique brand voice might get lost in the noise. Original content—tips, tutorials, and behind-the-scenes glimpses—offers real value that trends often lack.

Audio is a big part of what makes content pop on platforms like TikTok and Instagram. Whether it’s a sound bite, a catchy tune, or a viral voice-over, trending audio can boost your reach—if used correctly.

Where to Find Trending Audio: To find trending audio, you can explore Instagram Reels or TikTok’s For You page or you can directly go to your Professional Dashboard > Trending Audio to view the top 50 trending audio. On Instagram, look for the little upward arrow next to the audio—this means it’s trending. You can also follow social media trend strategists who can show you what’s “trending”.

Should You Use Trending Audio? That depends. Does the audio reflect your brand values and evoke the right emotion? Again, if your salon specialises in relaxation, you probably don’t want to use a high-energy track. Instead, go for something softer—that also reflects the emotion you’re trying to convey! Audio should enhance your content and make sense for your brand.

Best Practices for Using Trending Audio:

1. Stay True to Your Brand: Don’t use a sound just because it’s viral. Make sure it aligns with your brand style.

2. Act Quickly: Trends move fast. If you see an audio track gaining traction and it fits your brand, jump on it before it fades.

3. Convey Emotion: If trending audio doesn’t fit, pick a sound that evokes the right emotion. Music helps your audience feel calm, inspired, or happy depending on the message you’re sharing.

Think of the magical moments in your salon: the time a client felt truly confident for the first time in months (or years), or the client who couldn’t stop smiling after their skin transformation. Those authentic stories are what people remember and why they keep coming back. Trends might attract new eyes, but it’s those genuine moments that make them stay.

To trend or not to trend? It comes down to your goals, brand voice, and whether the trend aligns with your message. Trends can increase reach, but they’re just one part of a broader social media strategy. Make sure every post reflects your brand—whether that means gentle spa vibes or something more fun and energetic.

If a trend fits your objectives and brand personality, fantastic—use it! If not, don’t feel pressured to participate. Social media isn’t just about views; more importantly, it’s about building relationships. Let your content reflect your passion, values, and expertise, and you’ll attract an audience that loves what you do—trends or no trends.

@socialsforsalons