Imagine creating a post that blows up overnight, riding a trending wave.
Now, picture another post that keeps bringing in likes, comments, and shares months after you posted it.
Which one wins? The answer: Both if you know how to balance trending topics and timeless content.
On the flip side
Many creators and brands chase trends relentlessly, only to see their content lose relevance within days.
On the flip side, some focus only on evergreen content but miss out on the exposure that trending topics provide.
The key challenge? Striking the perfect balance between the fleeting allure of trends and the enduring power of timeless content.
Ice Bucket Challenge
Take the viral “Ice Bucket Challenge.” It dominated headlines for weeks, leveraging a trending topic.
But the real power was in its evergreen element—raising awareness for ALS, a cause that resonated beyond the moment.
This combination made it a global phenomenon, with millions engaging long after the trend faded.
In contrast, a timeless brand like Nike uses storytelling about perseverance and success that resonates year-round, while occasionally jumping on trends like major sports events or cultural moments to amplify its reach.
Master the balance
Here’s how to master the balance:
Jump on Trends Strategically
Use platforms like Google Trends, Twitter Explore, or TikTok's "For You" page to identify relevant trends.
Ask yourself: Does this trend align with my brand? If yes, create content quickly—speed is crucial.
Add your unique spin to stand out. For example, if a meme is trending, connect it to your niche.
Create Evergreen Content That Stands the Test of Time
Focus on universal themes—how-tos, success stories, or deep insights that your audience will always find valuable.
Format your timeless content for easy resharing, such as infographics, mini-guides, or story-driven videos.
Blend the Two for Maximum Impact
Use trending topics as entry points for your evergreen themes. For example, if sustainability is trending, tie it to a timeless message about reducing waste.
Pair viral-worthy formats (like Reels or TikTok challenges) with educational or inspirational content.
Plan for the Long Game
Batch-create evergreen posts during quiet times, so you’re prepared to ride trends when they emerge.
Revisit and refresh old timeless content to keep it relevant—add trending hashtags or update visuals to reflect current styles.
Providing consistent value
Virality is about capturing attention in the moment, but sustainability is about providing consistent value over time.
By blending trending topics with timeless content, you create a strategy that drives immediate buzz while building long-term loyalty.
Kommentare