When rumours of a Coldplay cheating scandal surfaced, the internet did what it does best: it spiralled. Everyone from IKEA to Nandos to local councils jumped in with a meme.
For small comms teams, especially in government, healthcare or not-for-profit spaces, moments like this can feel out of reach. You might not be set up to post within 15 minutes of a headline or have a 24-hour content machine.
That doesn’t mean cultural moments are off-limits. It just means they need to be approached with a bit more care and intention.
You don’t have to chase the joke or compete for speed. What matters more is relevance and resonance.
Because trends might grab attention, but stories? They’re what connect people. They’re what make your message stick.
The Problem With Trend Chasing
There’s a growing pressure to be in every cultural conversation. To be visible, witty and fast like the RyanAirs and Duolingo’s of the world.
As Kian Bakhtiari wrote in Forbes, we’re living through the “TikTokification of culture,” a landscape where urgency is valued over meaning and ideas are flattened into fleeting content. The result is often a lot of noise and not much depth.
The Drum puts it bluntly: when every brand uses the same sound, same meme, same filter, who are you, really?
Being culturally fluent is powerful, but trend-chasing without clarity of voice can make your brand feel performative or out of touch. Especially when you work in spaces where trust and substance matter.
Five Ways to Show Up With Intention
Lead with human truths, not internet moments
Trends are fleeting, but emotions endure. Organisations that centre their messaging on shared human experience (grief, joy, care, fear) build deeper trust than those chasing what’s current. As Aeternus has noted, the wrong trend can distract or even trivialise important topics. But a story grounded in human truth doesn’t need a trending sound or viral hook to land. Its strength comes from how it makes people feel, not how fast it moves.
@jessicajoyharris1 not the first time she’s made me cry 😭 #agedcare #elderly #goodbyes #cna ♬ original sound - boeau
Trade reactivity for rhythm
If you can’t move fast, move with consistency. The shift from reactive to resonant communication begins when you stop treating content as a scramble and start building reliable touchpoints. Recurring formats like weekly updates, case study spotlights or explainer series create a sense of momentum. They help your audience know what to expect from you and why it matters.
@natgeo Beaver dams do more than manage water—they support entire ecosystems, earning beavers a reputation as true climate champions. Yet, human activity continues to threaten their survival. Learn more about these semi-aquatic rodents, their habitats, and the dangers they face at the 🔗 in bio.
♬ original sound - National Geographic
Use the mechanics of social without mimicking the noise
There’s a difference between adopting a format and chasing a trend. Social platforms have created powerful tools for storytelling. Split screens, visual metaphors, text-driven videos or unexpected reveals are formats that can carry your message without compromising your organisations voice. Rather than mimicking the trend, try to understand the formats and styles that might be trending and adopt those instead.
@verapebbles You spend a big part of your childhood thinking about what you want to be when you grow up. I’ve considered countless careers only to end up in my 20s feeling lost and unsure about my future goals. All I know is that I just want to create. #findyourpassion #feelinglost #storytelling #cinematicvideo #filmmakersoftiktok ♬ original sound - Vera
Speak into cultural moments with clarity, not commentary
You don’t need to jump into every news cycle. But when something intersects with your mission, then that can make the perfect moment to do so. This is especially relevant for public sector or advocacy-driven teams. For example, FARE Australia uses the State of Origin to bring people’s attention to the increase of alcohol fueled and domestic violence on game day. A thoughtful insight grounded in your values will carry further than a punchline.
Let slow culture guide your storytelling
Fast culture rewards visibility. Slow culture builds meaning. Some stories aren’t meant to be compressed. They need space to breathe. Intentional formats like video interviews, photo essays, narrative explainers or longform posts can create space for complexity and nuance. These pieces build identity, branding and community. Here’s a recent blog we shared of 6 organisations that have created thoughtful, episodic content series.
When Is It Worth Jumping In?
If a moment aligns with your values, your audience and your voice, and you can add something meaningful, then go for it. But do it from a place of clarity, not pressure. Have a plan. Know your tone. And make sure you’re saying something only you can say.
You Don’t Need To Be First. You Just Need To Be Clear.
You don’t have to be the brand that always reacts. You also don’t have to sit everything out. What matters is making the choice on purpose. Trends come and go. Formats evolve.
So whether you’re riding the wave or letting it roll past, focus on the fundamentals: use stories that move people, formats that work hard, and a voice that actually sounds like you.
