Are Trends a Trap?
As small and medium-sized businesses keep the ground running, they have the advantage of reacting quicker to changes in audience behaviour or business challenges. But in the race to keep up, are we losing sight of our roots?
I get that business is ever evolving and the pace can feel relentless. Trends can be tempting – a way to ride the wave of popularity. Is it always the right choice though? Let’s take a closer look.
A Quick Recap: Trends from 2024
Some of the big trends from last year included (according to Reddit, GWI blog, Sprout Social, Hootsuite):
1. Short Form Video Dominance: TikTok, Shorts and Reels
2. AI-Driven Personalisation: From product recommendations to Google Search summaries and content generation
3. Interactive Content: Polls, quizzes, interactive stories
4. Sustainability Driven Focus: Brands highlighted sustainable practices and eco-friendly products
5. Community Building: Seeking connections with online communities
Catch the Wave
Ok, which ones have we all to a degree jumped on or subconsciously being sucked in?
I mean it feels good to bask in the momentum of a trend wave. Or is it a trap with short-lived gratification?
What happened with these 2024 trends?
SHORT FORM VIDEO DOMINANCE:
I have the feeling that social media algorithms favour trend riders, encouraging short-term content bursts. Sometimes the ‘anything moving for the sake of a short video’ may not always align with long-term brand goals but plays to the must for consistent content output in order to get reach. While short-form videos are great for visibility, overuse of filters and trends can feel inauthentic and diluting your visual identity.
Tip: Diversify your platforms and maintain authenticity. Lead with your unique story, even if it’s less flashy and initially more challenging. Following might feel safer but leading creates the path.
AI DRIVEN CONTENT PERSONALISATION
AI tools like ChatGPT, Google’s search summary on the top, auto suggestions in your email to finish the word/sentence, LinkedIn job suggestions, e-mail marketing platform and website AI content platforms can save time and speed up the workflow. It can also put you and your brand in a bland box. Remember, AI is built on patterns from existing data other people published and can limit creativity or authenticity. Do you feel that image generated content looks increasingly very shiny, sameish and non personal?!
Tip: Ai has been in our lives for a while e.g. like your Spotify radio playlist. Use AI to streamline processes, definitely check facts and infuse your content with personal touches to be trustworthy and not a robot.
Our existence is deeply rooted in the world around us. In the rush to be efficient, we must not forget to be present - to people, to the world, to ourselves. (Inspired by Anon)
INTERACTIVE CONTENT
This has been a trend for many years. It’s no wonder because it encourages engagement in a fun way. Playing by learning is lightening the mood. They also provide valuable insights into your audience.
Tip: You can create meaningful conversations and engagement with this one, just don’t overdo it, or it could feel gimmicky.
SUSTAINABILITY DRIVEN FOCUS
The climate crisis is urgent and the consumer has some choice with their wallet. But it’s also more a debate of economics. For instance, in countries where tap water isn’t safe to drink, bottled water remains essential despite the environmental impact. Coca-Cola meanwhile sponsored the 2024 Paris Olympic and Paralympic Games, UEFA EURO 2024 and Copa América 2024. The planning committee pledged the Olympics will have a “positive carbon contribution”. Sustainability efforts look different in my eyes. Greenwashing is on the rise, consumers can suss it out.
Tip: Sustainability shouldn’t really be a trend but a continuous thought and integrated effort. In my opinion, we should approach it authentically and within your means. Prioritise transparency and meaningful contributions.
COMMUNITY BUILDING
A lot of online communities have risen e.g. especially in the coaching industry. They are a great way to connect your interest with other people.
Tip: Balance online and offline engagement to nurture a more authentic community around your brand.
New Year New Web Trends 2025
In 2024, more than two-thirds (around 68%) of UK businesses had websites ( UK Business Data Survey 2024*). with medium-sized businesses leading at 97%, followed by small businesses at 93%.
Here’s an analysis overview of the most popular predicted web trends 2025** – are they worth it?
Animations everywhere!
Animation here, hover effects there. Sensory scroll overload for sensitive people (myself included). Too much movement can distract or confuse your users.
TIP: Use animations sparingly and make sure they guide, not overwhelm the user experience.
Funky custom fonts
While custom fonts add personality, they can slow down load times, especially on mobile.
TIP: Add personality but stick to established Google Fonts and limit typefaces to two type families for better performance. For socials, you can be more wild and use additional fonts but stay within brand guidelines. Or mix it up with one type but use different weights and sizes.
Minimalist Design vs ‘Where’s Wally’ crowd design
Everything has it’s place, for most things less is more. Over-minimalism can make a site feel empty, while cluttered designs can overwhelm.
TIP: Focus on clear navigation and balanced visuals for an intuitive user experience.
Global Accessibility
Trends mean nothing if your site isn’t user-friendly. For example, a site that looks clean and loads easily in Tanzania with slower internet speeds is more valuable than one overloaded with sliding and zooming, slow-loading features. See example of a brand refresh here with a functional website.
TIP: Prioritise functionality and usability over flashiness.
When to Lead or follow?
Trends are not necessarily bad, they can be fun but blindly following them can dilute your brand. Leading requires clarity and a connection to your foundational values. Here’s how to decide:
- Who is driving the trend? Understand whether it aligns with your audience and goals? You don’t need to reinvent the wheel, if it serves your audience and business, opportunities can be created from many view points.
- Is your brand heart solid? Consistency in messaging and visuals from your brand foundation builds recognition and trust.
- What does your audience need? Always prioritise functionality and user experience over fleeting visual appeal, unless you are an artist (outside opinions don’t really count then).
Back to Your Roots
It’s natural to quickly wanting to change first the social media visuals with trend templates or finding yourself distracted with shiny object syndrome.
However, if you find you’re stuck with your current branding, it doesn’t always have to be a totally new branding. Sometimes the marketing might not be quite fitting. In any case, the key is to observe trends without losing sight of your brand’s North Star guiding the way.
Slowing down and consciously evaluating what works for your business will set you apart in a world chasing short-term gratification.
The key is to observe trends without losing sight of your brand’s foundation. Small, thoughtful adjustments can keep you relevant while staying true to your values.
Are you ready to step off the trend treadmill and create a brand that leads with authenticity and purpose? Let’s start with a website audit or tailored foundational transformation.
References:
** https://elementor.com/blog/2025-web-design-trends-best-practices/
