Author: Ryan

Scroll-Stopping or Eye-Rolling? When Brands Should Say No to Social Media Trends

Posted on by Ryan

Scroll-Stopping or Eye-Rolling? When Brands Should Say No to Social Media Trends

April 21, 2025

What’s Still Trendy?

Pickleball? Cold plunges? Owala water bottles? Are we still saying things are demure?

Participating in trends on fast-moving platforms like Instagram and TikTok can help brands stay relevant, reach new audiences, and build authentic connections. However, trend participation can be cringy or off-brand when done without intention.

The key? Intentionality. Before your brand hops on the next trending sound or meme, run it through these three filters to make sure it’s not just timely but also valuable.

Follow These Three Checks to Ensure That Trend Participation Adds Real Value:

1.) Does The Trend Align With Your Audience’s Culture and Posting Platform?

Not every trend works for every audience or every platform. A Gen Z-focused brand might thrive on TikTok dance or meme trends, while a B2B brand might have greater success in clever LinkedIn memes or relatable posts, depending on its audience.

Also, consider where the trend originated. A format that takes off on TikTok may not on Instagram, even if both favor short-form video. Gymshark is a great example. They lean into inspirational photos and polished content on Instagram while embracing trends and humor on TikTok. Same brand, different audience strategies. Additionally, other trends can cross platforms successfully, and adapting trends takes a deep understanding of your following on each platform. 

2.) Is It Culturally Relevant to Your Brand, Not Just Popular?

It’s easy to copy what’s trending. But the best-performing trend content adapts viral moments in a way that feels unique to your brand and taps into broader cultural relevance.

Consider adding a clever twist or tying a trend into a seasonal moment or pop culture event. Either way, you want to stand out by being thoughtful, not just timely.

3.) Is it Executed with Intention?

Going “all in” on a trend means more than just replicating a format. It means integrating it into a campaign with clear messaging, strong visuals, and cross-channel consistency. Audiences can sense when something is thrown together just for reach. So don’t just follow the format. Own it, elevate it, and make it mean something.

When Trend Participation Does More Harm Than Good

Even with the right strategy, not every trend is worth your brand’s time. Just as the right trend can build momentum, the wrong one can do real damage. Here’s when trend participation can backfire and actually hurt your brand more than help it.

1.) It’s Already Past Its Peak

According to a report from Sprout Social, 27% of consumers believe that trend-related content is only relatable and worthy of engagement within the first 24-48 hours of the trend’s peak. Users, on average, spend 53 minutes a day on TikTok, making trends past this window seem stale and the brands behind the trend disconnected or out of touch. That said, while most trends need to be posted in this initial peak, others can withstand a longer time period, but often these trends are less specific (like a dance trend) and more easily adapted to fit your own audience and niche. 

2.) It Feels Forced or Inauthentic

Approximately 33% of consumers find it embarrassing when brands jump on trends that don’t fit their identity. Participating in a trend needs to align with your brand’s tone, industry, or values to avoid your followers feeling that it is inauthentic. 

3.) It Lacks Context or Cultural Awareness

Many memes, phrases, trending dances, or viral audios have cultural significance. Understanding the origin of trends is key to ensuring that your brand’s participation does not come across as tone-deaf, exploitative, or misrepresenting your brand’s values. 

How to Evaluate Whether a Trend Is Right for Your Brand

Before your team decides to join a trend, consider asking the following:

  • Does this trend align with our brand values and voice?
  • Can we execute it in a way that feels original and compelling?
  • Are we legally allowed to use this audio, image, or concept?
  • Do we fully understand the cultural roots or implications of this trend?

If the answer to any of these is “no” or even “maybe,” it may be worth reconsidering or finding an alternative angle.

Leverage Creators When It Makes More Sense

Sometimes, the best way to engage with a trend isn’t through your brand account at all. Partnering with content creators or influencers can offer a more authentic, audience-native way to participate, especially if your brand voice is more formal or polished.

Tools to Spot Trends Early and Avoid Playing Catch-Up

Success in trend marketing often depends on speed. But that doesn’t mean guessing or jumping in blindly. Use these tools to stay ahead of the curve:

  • Google Trends: Use the “Trending Now” tab to track real-time interest in search terms and topics.
  • Pinterest Predicts: Ideal for spotting emerging lifestyle trends with long-tail potential.
  • Exploding Topics: Identifies early-stage trends before they hit mainstream attention.
  • Social Listening Tools (e.g., Brandwatch, Sprout Social, Meltwater): Monitor conversations across platforms to understand what your audience is reacting to and how.
  • Influencers and Content Creators: Following niche influencers and meme accounts can serve as an early radar for trends with staying power.

The Bottom Line

Trends can be a powerful tool for visibility and engagement, but only when they align with your brand’s voice, values, and audience. The most successful brands don’t just follow what’s popular; they make it their own.

If your team is unsure when or how to explore including trending content on your feeds, or if you want to build a more consistent, strategic presence on social media, working with an agency can help. From trend spotting to content creation to storytelling, a good agency brings both the expertise and outside perspective needed to grow your organic social media channels.

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Why Choosing a Public Relations Agency That Takes Relationships Seriously is Essential for Your Brand

Posted on by Ryan

Why Choosing a Public Relations Agency That Takes Relationships Seriously is Essential for Your Brand

March 26, 2025

Human-to-human connection is more important than ever. And while that’s always been at the core for many marketers and those in the public relations space, it hasn’t been held to the same regard as it was intended to be. From the media and influencers we pitch, to the clients we partner with, to the teams we assemble, creating exceptional relationships not only makes the work more enjoyable, it makes the work better. It’s also what makes this Las Vegas-based PR firm the best.

Success now hinges on the strength of relationships—whether with the media, your target audience, or key industry influencers. A public relations firm that takes relationships seriously can offer more than just coverage; they become trusted partners in building your brand’s reputation and long-term success.

One of the most powerful aspects of working with a PR firm that prioritizes relationships is the authentic advocacy they can provide for your brand. PR professionals who take the time to nurture relationships with journalists, influencers, and other media outlets create real opportunities for your brand. The media landscape is full of noise, but when your PR firm has strong, trusting connections with journalists, those connections can open doors for your brand to receive genuine, compelling coverage. This isn’t just about getting your brand in front of more people—it’s about having the right people advocating for your message. It’s important to note that a relationship can only get someone so far, we must have relevant and impactful stories to tell. So this isn’t to say a relationship can make a story happen, but a lack of a relationship can sure help not happen.

Additionally, the nature of customer relationships has evolved alongside the media. Today, consumers are more likely to support and remain loyal to brands they feel a personal connection with. Las Vegas PR firms and beyond that take relationships seriously understand the importance of creating these emotional connections. It’s not just about selling a product or promoting a service—it’s about creating a narrative that resonates with your audience on a deeper level. When your PR firm focuses on the long-term engagement of your customers, they help turn your audience into brand advocates. Loyal customers are more likely to engage with your content, share their experiences with others, and, crucially, continue to support your brand over time.

The right public relations firm and team also holds paramount their relationship with their clients. Earning the trust of a client is key to the success of any long-term partnership. The right public relations firm not only brings strategy and expertise to the table, but also places the highest value on building and maintaining strong relationships with its clients. At the heart of any successful PR effort is trust—without it, collaboration falters and communication breaks down. A firm that prioritizes genuine connection and open dialogue is better positioned to understand a client’s goals, anticipate their needs, and represent them authentically. Earning that trust isn’t a one-time achievement; it’s an ongoing commitment that requires transparency, consistency, and a deep respect for the client’s vision. Ultimately, it is this foundation of trust that fuels meaningful, long-term partnerships and drives impactful results.

And to make those impactful results come to life is ultimately up to a well-oiled agency team, working as a symphony, in harmony, to execute killer work on behalf of our clients. The team environments we foster at MassMedia go beyond surface level, truly getting to the core of what makes each one of us tick and what makes us motivated. Our firm believes that great work doesn’t happen in a vacuum. It’s born from collaboration, trust, and a deep understanding of one another’s strengths, passions, and even quirks. What motivates them? What drives their creativity? What makes them feel supported and inspired? By investing in these deeper connections, we create a culture where people feel seen, valued, and empowered to bring their best selves to every project. That’s what allows us to move in sync—not just working together, but thriving together—and delivering the kind of results that leave a lasting impression.

Working with a PR firm that values relationships over transactional interactions can make a significant difference in your brand’s success (and our success, frankly!). This relationship-first mindset extends beyond our clients—it’s woven into how we engage with media partners and how we collaborate internally. We believe strong media relationships are built on mutual respect and reliability, not one-off pitches. And within our own walls, we prioritize team dynamics that go deeper than job titles, tapping into each individual’s passions and strengths to create a truly united front.

When all those relationships are strong, the work speaks for itself.

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The Top 4 Advertising Design Trends in 2025

Posted on by Ryan

The Top 4 Advertising Design Trends in 2025

March 10, 2025

The Top 4 Advertising Design Trends in 2025

With a couple months behind us 2025, there are several design trends are emerging as the clear go-forward direction for the year. These trends are reflective of the ongoing shifts in consumer behavior, technological advancements, and broader cultural movements — and for brands to stay competitive, embracing these design trends is becoming increasingly essential. Here’s a look at the four most significant advertising design trends for this year.

1. Bold Typography: Making a Statement

Typography is taking on a much more dominant role. Bold, oversized fonts are increasingly used to make strong visual statements and ensure a brand’s message is immediately noticed. Typography isn’t just a supporting element anymore—it’s central to the design itself. By using custom typefaces and larger-than-life text, brands can effectively convey personality and tone.

In a world where attention spans are shorter than ever, custom typography is an effective tool to engage the audience quickly and leave a lasting impression.

2. Augmented Reality (AR): A New Level of Consumer Interaction

Augmented Reality (AR) is transforming how consumers interact with ads. Through immersive AR experiences, brands can offer a more interactive and engaging way for consumers to explore products or services. Whether it’s virtually trying on products, experiencing 3D models, or visualizing how a product fits into their environment, AR enables consumers to engage with the brand in a more personalized, dynamic, and memorable way.

For brands, AR is a tool to stand out and offer something beyond the typical ad. It creates a deeper, more memorable interaction, helping to foster stronger emotional connections with consumers. 

3. Sustainability: Reflecting Eco-Conscious Values

Sustainability is no longer just a buzzword; it’s a significant factor in advertising design. As consumers continue to become more eco-conscious, brands are responding by incorporating sustainable design principles into their campaigns. Ads now often feature natural colors, organic textures, and imagery that reflect an eco-friendly ethos, along with messaging that emphasizes the brand’s commitment to sustainability — such as information about the packaging and where the ingredients are sourced.

For brands that prioritize environmental responsibility, this design approach reinforces their commitment to sustainability and resonates with consumers who share those values.

4. AI-Generated Art: Harnessing Technology for Creative Innovation

AI is consistently making waves in the creative industry, with new tools emerging at a rapid pace. AI-generated art is enabling brands to push creative boundaries, producing visuals that are unique and tailored to specific consumer preferences. From complex illustrations to abstract designs, AI allows for additional creativity and customization, though still is constrained by limitations of the technology. With AI becoming more integrated into creative workflows, brands will need to monitor the authenticity of the visuals to ensure they still resonate with their target consumers.

The Shift Toward Meaningful Design

The trends dominating advertising design in 2025 represent a broader shift toward more personalized, engaging, and meaningful brand communication. Bold typography offers clarity and presence, while AR and AI-generated art can create more interactive experiences. Meanwhile, sustainability is becoming an essential value-driven design element for brands looking to connect with a socially conscious audience.

By tapping into these design strategies, brands can deliver more impactful, memorable experiences that resonate with today’s consumers.

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Fading Clicks: How AI Is Changing the Paid Search Game

Posted on by Ryan

Fading Clicks: How AI Is Changing the Paid Search Game

February 21, 2025

The Rapid Growth of AI:

AI is evolving at an unprecedented pace, with advancements in machine learning, natural language processing, and computer vision leading the charge. Models like GPT-4 and BERT have revolutionized how machines understand and generate human language, enabling more fluid, human-like interactions. Meanwhile, computer vision improvements allow AI to analyze and interpret images and videos with remarkable accuracy, fueling applications from facial recognition to autonomous driving.

Businesses are harnessing these tools for marketing content, product innovation, and more personalized customer experiences. At the same time, AI’s ability to predict trends and offer real-time insights is enhancing decision-making across industries, from finance to healthcare.

Lastly, the integration of AI into everyday life is picking up speed every day that passes. Voice assistants, chatbots, and recommendation engines are becoming more intuitive, improving user experience and efficiency. Edge AI—processing data locally on devices rather than in the cloud—is gaining traction, reducing latency and enhancing privacy. As AI continues to evolve, its potential to transform industries and daily life is only expanding, creating a future that feels both exciting and uncertain.

What Is Paid Search Decay?

Paid search decay refers to the gradual decline in the effectiveness of paid search advertising campaigns over time. This phenomenon can be driven by various factors, including increased competition, changing user behavior, and evolving search engine algorithms. As more businesses enter the digital space, competition for ad placements intensifies, leading to higher costs-per-click (CPC) and diminished returns on investment (ROI). Simultaneously, search engines are becoming more sophisticated in understanding user intent, often favoring organic search results or AI-powered features like featured snippets, which can reduce the likelihood of users clicking on paid ads.

AI is significantly contributing to paid search decay by altering user interactions with search engines. As of September 2024, 47% of keywords now trigger AI-generated overviews, a 5% increase since July, leading users to find answers directly within search results without clicking on ads. These advancements, coupled with the rise of AI-powered voice assistants and chatbots providing direct responses, diminish the visibility and click-through rates of traditional paid search ads, accelerating their decline in effectiveness.

How To Mitigate Paid Search Decay with AI

To combat the decline in paid search effectiveness, businesses are turning to AI-driven solutions that enhance ad performance and reduce costs. For instance, AI-powered audience targeting has demonstrated a 30% increase in ad performance and a 25% reduction in costs. Additionally, advanced machine learning models analyze search behavior to predict user intent more accurately, enabling marketers to refine audience segments and deliver more personalized ad experiences. These AI-driven strategies not only improve click-through rates but also optimize ad spend, making paid search campaigns more efficient and effective.

Also, embracing an omnichannel marketing approach further mitigates paid search decay by engaging customers across multiple touchpoints. Companies with omnichannel customer engagement strategies retain, on average, 89% of their customers, compared to a 33% retention rate for those with weaker strategies. Moreover, omnichannel marketing can increase purchase rates by 287%, highlighting its impact on consumer buying behavior. By integrating channels such as social media, email, and in-store experiences, businesses create cohesive customer journeys that drive engagement and loyalty.

The synergy of AI and an omnichannel strategy is evident in revenue growth metrics. Companies with highly effective omnichannel engagement experience a 9.5% annual increase in revenue, while those with weaker strategies see a decline of 4.3%. This data underscores the importance of a diversified marketing approach, leveraging AI to optimize each channel. By doing so, businesses can counteract the challenges of paid search decay, ensuring sustained customer engagement and improved financial performance.

In Conclusion

As AI continues to reshape the digital advertising landscape, the future of paid search lies in adaptability and innovation. AI’s ability to predict user intent, automate bidding strategies, and deliver hyper-personalized ad experiences will become essential for staying competitive. Advertisers who leverage AI-driven tools can not only mitigate the effects of paid search decay but also improve campaign performance and ROI through smarter audience targeting and real-time optimizations. However, it will be crucial for businesses to stay vigilant as AI-driven search features—such as instant answers, voice searches, and dynamic snippets—continue to evolve and impact how users interact with paid ads.

Looking ahead, embracing an omnichannel strategy will be just as important as leveraging AI. A diversified approach that integrates social media, display, content marketing, etc., alongside paid search can help brands maintain visibility and engagement across multiple touchpoints. The synergy of AI-powered personalization and cohesive, omnichannel experiences will create more seamless customer journeys, boosting both retention and conversion rates. In this ever-changing digital environment, businesses that adapt quickly and harness both AI and omnichannel strategies will be well-positioned to thrive in the future of paid search. For more information on evolving your search campaign, connect with us at info@massmediacc.com.

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