Trends come and go fast. A meme burns bright for a day or two, a viral video dominates feeds for a week, and then—just as quickly—it’s gone. Meanwhile, your organization’s reputation? That’s built slowly, over years of consistent, strategic communication.

That’s the tension communicators wrestle with: do you jump on the latest trend to show you’re in the mix, or do you stay quiet to avoid looking forced? The truth is, the best time to hop on a trend is when it clearly supports your brand’s mission, values, and voice. Otherwise, you risk confusing your audience—or worse, undermining trust.

Why Joining Social Media Trends Can Work

There’s no denying that a clever tie-in can be powerful. A well-timed post can amplify your reach, introduce you to new audiences, and show that your organization has a sense of personality.

“When a trend naturally fits, it’s a chance to show personality and connect with people in real time,” says Ashley Winter, Content Marketing Coordinator. “You don’t always get those moments, so when you do, it can be powerful.”

When Taylor Swift and Travis Kelce announced their engagement (on August 26 — and the fact that 26 is 13 + 13, with 13 being Swift’s famous lucky number, and 13 + 13 a wink at two people coming together, isn’t lost on us), organizations everywhere tried to join in. The clever ones found ways to make the announcement fit their mission and audience, such as the American Bar Association and Fairfax County Public Schools.

It’s the kind of post no one expected from the ABA — which is exactly why it landed.

Fairfax County Public Schools also leaned into the Swift/Kelce moment — at first glance, a fun, wholesome post about staff love stories. But swipe through and you see the strategy: they tied it back to career marketing, showing prospective teachers the kind of community they’d be joining. That’s the sweet spot of trend-hopping: playful on the surface, purposeful underneath.

The upside is clear: hopping on a trend can show your audience that you’re paying attention to the world beyond your own bubble. It humanizes you. It makes people smile. Done well, it works.

Why Social Media Trends Don’t Always Work for Brands

But trend-hopping isn’t always a good idea. For every witty response, there are plenty that fall flat—or worse.

“The risk is chasing relevance instead of building trust,” cautions Andrew A. Hagen, Integrated Communications Coordinator. “If a trend pulls you off your mission, it can do more harm than good.”

First, there’s off-mission distraction. A post that grabs attention but has nothing to do with what you actually do just muddies your message. Suddenly, you’re known for a meme, not your work. Everyone loves to see viral numbers…but do those one-off posts actually help you?

Second, there’s public perception. This is especially true for public entities such as school districts, city governments, and nonprofits. Community members may see “cute” social posts as a misuse of staff time or taxpayer dollars. What feels fun to you can look frivolous to them.

Third, trends have a short shelf life. What lands on Monday is stale by Friday. But your posts live on through screenshots, searches, or archived pages. That quick laugh might not age well.

Fourth, there’s backlash potential. A forced connection is easy to spot, and audiences are quick to ridicule organizations that try too hard.

And finally, some trends aren’t harmless at all. Take the viral Coldplay concert moment where the crowd camera caught a couple, later revealed to be having an affair. Some organizations tried to spin it into “funny” content—but what played as a joke for some was devastating to the people involved. Jobs were lost. Families were shaken. What looks like a harmless trend might be painful or destructive to real people.

Brand Voice and Social Media Trends

One of the simplest tests for whether you should hop on a trend is this: Does it fit your brand voice and mission?

If your organization has a clearly defined tone—witty, warm, straightforward, educational—you’ll know instantly whether you can play. Wendy’s, for example, built a reputation for snarky, quick-witted replies on Twitter. When they jump on a trend, it feels natural because it’s consistent with years of voice-building.

Everyday California leans into meme-driven trends with a wink. Take “passenger princess” culture—only here, it’s in a two-person kayak. The joke works, but so does the mission: connecting everything back to ocean adventures and conservation.

The same principle applies at every scale. A city government with a reputation for dry wit can drop in a quick one-liner. A public library with a history of punny posts can riff on a book-related meme.

But if you haven’t defined your voice, trend posts can feel clunky. You’re left trying to mimic what other brands are doing instead of sounding like yourself. That’s when things go off the rails.

The Long Game: Social Media Trends vs. Evergreen Strategy

Here’s the thing: trends are sparks. Evergreen content is the firewood.

Yes, a trend can give you a moment of visibility. But evergreen content—those stories, updates, and resources that connect directly to your mission—are what builds real, lasting engagement.

Think of it this way: trends might bring someone to your door, but evergreen content is what convinces them to stay. You can’t build your communications strategy on sparks alone.

Longevity Test: Will This Social Media Trend Age Well?

Another lens: how will this look a year from now?

Your posts don’t vanish when the trend does. They live on in your feed, in search engines, and in screenshots. If someone sees that post six months later, will it still look aligned with who you are? Or will it feel like a relic from a brand that was trying too hard?

A random collection of off-brand trend posts creates a fractured archive of your communications. That weakens your credibility and makes it harder for audiences to understand what you really stand for.

Values Check: Do Social Media Trends Align with Your Mission?

Some trends are lighthearted, others touch on sensitive issues. Before you post, ask: Does this connect to who we are and what we stand for?

Ben & Jerry’s shows how to do it right. They join cultural conversations, but only when they align with their long-standing commitments—like climate, equity, or social justice. Whether you agree with their stances or not, their participation feels consistent, not opportunistic.

The Oklahoma Department of Wildlife Conservation shows the lighter side of the same rule. Their social media voice became a hit not by chasing memes, but by sounding more human and approachable. When they join trending conversations — whether it’s a viral animal story or a seasonal outdoors moment — it works because it feels natural, not forced.

Sarah Southerland, the voice behind ODWC’s viral posts, was quoted in The Oklahoman as saying, “(The goal) was just to talk more like the people around us and less like this unfriendly, unapproachable government account.”

Both show that trend-hopping only works when it feels consistent with your mission — whether it’s ice cream and social justice, or wildlife and conservation.

The rule is simple: trend-hopping works when it reinforces your values. If it doesn’t, sit it out.

How to Build a Brand Ready for Social Media Trends

Maybe you’re reading this and thinking: trend posts just aren’t us. That’s fine. Not every organization needs to jump into cultural moments right away.

But if you want to build toward it, start with the basics:

• Define your brand voice. Are you warm? Witty? Straightforward? Educational? Until that’s clear, trend posts will feel forced.

• Practice on low-stakes content. Try a playful caption on a photo, or a light reference in a newsletter. Test where your comfort zone is.

• Document your boundaries. What’s fair game, and what’s off-limits? Write it down so your team knows the guardrails.

• Evolve gradually. Over time, a consistent voice makes it easier to spot the few trends that do fit naturally.

The goal isn’t to become “a trendy brand.” It’s to be so clear about your identity that when a trend does align, it feels natural.

How Different Generations See Social Media Trends

Not every trend hits the same way for every audience. Generational differences can shape whether your message lands or misses.

• Gen Alpha & Gen Z: These are digital natives. They live where trends start—on TikTok, YouTube, and whatever’s next. For them, trend-based content feels natural and fun.

Think about Tiny Mic Interviews, a format that Gen Z instantly recognizes and shares. To them, it feels natural and authentic. But older audiences may not get the reference, leaving them wondering why a city government or nonprofit is suddenly holding a comically small microphone.

• Millennials: They’re fluent in memes but also skeptical of brands that overdo it. They’ll reward cleverness but roll their eyes at try-hard efforts.

• Gen X: Often pragmatic and less trend-driven. They want substance over flash. Trend content that feels too gimmicky may turn them off.

• Boomers: Many are online, but they value clarity and trust. Trendy posts can confuse or feel frivolous unless tied directly to the mission or values.

The takeaway: know who you’re speaking to. A trend that resonates with students or young parents may not land the same way with your board, donors, or community elders. The best communicators don’t just chase what’s trending—they filter it through the audience they most need to reach.

Checklist: How to Decide on Social Media Trends

Here’s a checklist to run through before you jump in:

or Mission Match: Does this align with our mission, values, or services? Or are we forcing it?

or Audience Relevance: Will our community find it engaging—or just confusing?

or Value Add: Do we have something original or helpful to contribute?

or Resource Check: Can we act quickly without pulling staff from priorities? Is it worth the time and dollars?

or Shelf Life: Will this hold up tomorrow, next month, or next year?

or Potential Harm: Who could this unintentionally hurt—individuals, groups, or our own reputation?

If you can confidently check yes to most of these, trend away. If not, sit it out.

And sometimes, it’s the tiniest details that make a trend really land, the kind of Easter eggs only big fans catch. Those are the moments that spark people to go back, re-read, and realize you were in on the joke the whole time.

Hopping on a trend can be smart, fun, and effective—but only if it’s authentic. The danger is in chasing relevance for relevance’s sake.

Consistency builds credibility. Trends should be the exception, not the strategy. When in doubt, lean on your mission, your values, and your voice. That’s what will keep your communications steady long after the latest meme has passed.

In the past few months, Instagram has introduced two updates that could affect school leaders, staff, and students. Here’s what to watch for and how to utilize a new safety partnership.

Instagram Map: Check Your Privacy Settings

At the end of July 2025, Instagram launched a new Map feature that allows users to share their last active location with selected friends. Location sharing is disabled by default; however, once it is enabled, it updates automatically whenever the app is open, whether at home, on vacation, or during off-hours.

This feature raises significant privacy and safety concerns for school administrators, communications staff, and other public-facing leaders, especially if personal locations could be visible to others.

Our Recommendations

• Double-check your Instagram privacy settings, and check them regularly.
• Keep location sharing off unless there’s a clear, intentional need.
• Remind staff, especially those managing school social media accounts, to review their settings as well.

School Partnership Program

Instagram is inviting U.S. middle and high schools to join its School Partnership Program.

The National School Public Relations Association (NSPRA), in partnership with Consortium for School Networking (CoSN), released a report highlighting the significant challenges K-12 institutions face on social media, particularly due to the lack of dedicated verification and streamlined reporting processes. These gaps make it harder for districts to respond quickly to harmful or misleading content.

The Instagram program addresses part of that gap by offering:

• Prioritized reporting: harmful content and accounts flagged by your school are reviewed faster.
• Educational resources: ready-to-use materials for parents, students, and staff.
• Profile banner: a visible sign that your school is an official Instagram partner.

Schools sign up via a waitlist, and once verified, gain direct access to faster safety response and additional resources.

As social media features evolve rapidly, district leaders must stay ahead of both the opportunities and the risks. We encourage you to:

1. Review your personal and district account settings with your communications team.

2. Train staff, especially those managing official accounts, on these updates and their implications.

3. Explore partnership opportunities like Instagram’s School Partnership Program.

4. Partner with experts — CEL works alongside school districts to navigate these changes, strengthen digital safety practices, and develop strategies that protect your students, staff, and community.

Staying ahead of the curve involves more than just avoiding risks; it’s about building a safer and more informed online presence for your district. If you would like assistance with reviewing your social media strategy or implementing these tools, please connect with CEL to see how we can collaborate effectively.

Whenever you think you’ve mastered the social media game, another platform pops up.

2003? LinkedIn. 2004? Facebook. 2006? Twitter (now X). 2010? Instagram. 2011? Reddit. 2016? TikTok.

And now, Bluesky, Threads, and more…

It might feel like you’re playing a never-ending game of social Whac-A-Mole. But let’s step back. Do you need to be on every platform? And if so, how do you decide whether to be active or claim your handle for safekeeping? The answer depends on your goals, audience, and bandwidth.

Understanding Bluesky and Your Audience

Bluesky operates on an open protocol, giving users greater control over their data and content. This structure offers several distinct advantages:

• More Autonomy Over What You See: Your content isn’t subject to unpredictable algorithm changes or corporate policies.

• Flexibility for the Future: Content and connections can move between platforms built on the same protocol, ensuring you aren’t locked into one system.

• A Focus on Community: Bluesky prioritizes meaningful, respectful interactions.

While Bluesky’s features make it appealing, success depends on understanding where your audience is active. Platforms like Facebook or Instagram may deliver more immediate results if you aim to engage families and students. If your priorities include recruiting staff, showcasing professional achievements, or engaging in education advocacy, LinkedIn may be the most effective platform.

Why Bluesky Might Be the Right Choice

Bluesky arrives as schools reassess their use of platforms like X. Each platform offers unique opportunities, but Bluesky’s simplicity and focus on authentic engagement set it apart.

X (formerly Twitter) has historically been a hub for real-time updates, but its evolving tone and politicization present challenges for schools striving to remain neutral. Maintaining a presence on X may demand time and resources that could be better spent elsewhere.

While seamlessly integrated with Instagram, Threads may feel restrictive for schools seeking a standalone, purpose-built platform for text-based communication.

Bluesky, on the other hand, is streamlined and intentional. Its community-first approach allows schools to focus on engagement without distractions from algorithms.

The Pros and Cons of Being Everywhere

There’s a temptation to be everywhere at once—after all, what if your audience is on a platform you’re ignoring? But spreading yourself too thin can lead to staff burnout and a diluted message.

In 2024, slang isn’t just for TikTok teens—it is everywhere. Whether it was viral TikToks, corporate campaigns trying to be relatable, or sprinkled in casual conversations, 2024 has leaned hard into the shorthand of internet culture.

AI has helped us, too, creating slang-filled social media captions and blog intros that look like they were born in the comment section of a viral video. Every parenting magazine had to update its lists, and even Merriam-Webster reminded us to touch grass once in a while.

But as fun as it is to be a little extra in communication work, something bigger is happening here. Slang didn’t just become a part of our vocabulary—it became shorthand for how we connect online, whether we are trying to bridge generational gaps, sound relatable, or show off that we’re ‘in the know.’ But spoiler alert: slang isn’t just trendy lingo—it’s got real roots, and those roots run deep.

The Fast Lane: How Slang Took Over

Let’s be real—social media culture and the need to communicate quickly turned slang into a kind of linguistic cheat code in 2024. Why say “that’s a good idea” when you can just hit them with “bet”? It’s fast, it’s punchy, and it gets the point across. Slang fits right into the fast-paced, always-on world we’re living in, where attention spans are short and conversations move quickly.

There’s no denying that slang can help us relate to each other more easily. It’s become a way of adding a little personality to all the organizational jargon and endless emails (perfectly encapsulated in so many memes). But as we jumped headfirst into new terminology, we might miss a crucial detail: many of the words we tossed around so casually have a much richer backstory than we realized.

Where Slang Comes From

Language is always evolving, so it’s difficult to say there’s a right and wrong way to adopt new words into your vocabulary. But words rarely pop up out of thin air. Many currently popular slang terms have been deeply embedded in African American Vernacular English (AAVE) and the LGBTQ+ community for decades—long before they became the internet’s favorite buzzwords.

Phrases like “slay,” “yas queen,” “tea,” and “extra” didn’t just fall into our laps via social media. They were born out of Black and queer culture and carry meanings that go beyond their surface-level usage. When we start using these words without understanding their roots, we risk erasing the cultural significance they hold for the communities that created them.

It’s important to recognize that marginalized communities have historically contributed to the language we use today. However, these contributions are often overlooked or commercialized when adopted by the mainstream. This leads to a dilution of the original meaning and cultural significance of slang. By acknowledging this, we can ensure that we’re not just using slang for trend’s sake, but respecting the communities that created it.

For example, “shade” didn’t originally mean a mild insult—it comes from Black queer culture (specifically drag culture), where it was used in a very specific way. And “slay”? It’s not just a fun way to say “you did a great job”—it has its own cultural context. Referring to someone or something as your “spirit animal” draws from Indigenous cultures, where the term has deep spiritual significance. 

What starts as a term with a lot of cultural weight can quickly lose its punch once it’s adopted by the masses. The same thing happens when brands start adopting slang in their marketing. It can feel like an awkward attempt to sound relevant, but more often than not, it comes off as inauthentic. It’s one thing to use slang in a way that feels natural to you—it’s another to shoehorn it into every sentence for the sake of sounding trendy. Because language isn’t just the words we use but a form of cultural expression. 

Understanding & Appreciating Language

Language isn’t just about communication—it’s about identity. It’s about culture, history, and how people express their lived experiences. When we use slang without understanding where it comes from, we’re missing out on the depth behind the words we use. Slang can make things more fun and approachable, but it also deserves more thought than we might initially give it.

When we adopt slang without recognizing its origins, we risk perpetuating cultural appropriation. Using language without understanding or crediting its roots can unintentionally strip it of its significance, turning rich cultural expressions into mere trends. Being mindful of this helps us use language in a way that celebrates, rather than erases, the history behind it.

Looking Ahead to 2025: Using Slang With Awareness

So, what’s next? In 2025, it’s time to approach slang with more intention. It’s not about gatekeeping language—it’s an essential part of how we connect. And when language from marginalized communities enters the mainstream, that isn’t inherently a bad thing. But let’s pause to consider where it comes from and why it matters. 

It’s about respect! When we know the origins of our language, we can honor the cultures that created it, not just borrow their lingo. So next time you spill the tea or throw some shade, just remember—you’re speaking a piece of history.

In 2025, let’s commit to using language thoughtfully. It’s not just about staying relevant; it’s about honoring the communities that shaped how we speak today. When we take the time to understand the words we use, we’re doing more than communicating—we’re connecting on a deeper, more meaningful level.

We understand the frustration you probably feel when you create a dynamic, engaging Facebook post — and then you want or need to change the photo attached to it. Ugh! 

Until now, swapping or replacing Facebook post photos has seemed almost impossible, since you cannot override the actual photo you originally shared.

But we think we’ve cracked a code that will allow you to correct Facebook photos that have been uploaded with posts or pulled in from attachment links — without having to delete the original post (and risk losing all of the organic engagement it earned).

Disclaimer: Facebook is known for making changes frequently, so this may be invalid in the next 30 seconds. But we hope it helps you in the meantime.

Photos in Post

Follow these steps to correct the photo in a post. Note, you’ll need your mobile device and desktop for this Facebook hack to work.

1. Go to the Facebook photo gallery, and find the photo that’s attached to the post.
2. Click the 3 dots ellipsis and select edit post.
3. Scroll down past the photo and click on “Add photos from your mobile device.”
4. Open your mobile phone’s Facebook app (not the Business Suite app) and open notifications.
5. The top notification should be “You can continue adding photos to your post on [your organization’s name].” Click it.
6. It will open your photos and allow you to pick which photo you want. Click Done.
7. Go back to your desktop screen, and the photo should appear immediately next to the original. Within a few moments, the X should appear  in the top right corner of each photo.
8. Click the X on the old photo, and it will disappear.
9. Save the post and then your new photo will be tied to that post. It may not show up right away but if you refresh and go back to the photos it will be corrected.

Images of what your phone screen looks like:

Refresh Photos Pulling from Attachment Link

Follow these steps to correct photos that are pulled from a link in the post. You will need to ask Facebook to go out and refresh the images based on the image pull. The image will need to be changed on your company or school district website for what is being pulled. If there is an SEO section for your blog posts and use Yoast SEO or another service, you will find it there.

1. Go to the post that you want to refresh the image.
2. Click on the ellipses in the upper right corner.
3. Select the very last item “Refresh share attachment.”
4. This will refresh it.