On August 16, I was in bed fighting to stay awake while making a TikTok post on our 51-follower account. Two weeks later, I got proof I was right to lose sleep over it:
That day, I’d seen the “kinda chic” trend pop up again and again while scrolling TikTok. So I made our version immediately in Canva.
I had another post scheduled for the next day. I pushed it back and gave the trend its slot.
The “kinda chic” post got us 5.4K views, one of our best-performing TikToks.
Then the trend disappeared from my feed.
Two weeks after our post, I started seeing large Slovenian corporate accounts publish their versions.
I can imagine exactly how a brand ends up missing the window:
– the social media manager spots the trend while it’s hot
– tomorrow’s posts are already scheduled
– the Head of Marketing needs to approve the idea
– legal or compliance needs to approve the copy
And congratulations. The post is greenlit, but you’ve joined a trend whose funeral was last Tuesday.
A blog post can wait until Thursday. A TikTok trend sometimes can’t wait until breakfast.
First published on Eva Domijan Linkedin
