When it comes to creating a digital marketing strategy, ignoring trends on social media is like passing “Go” in Monopoly and refusing to collect $200. You can keep moving forward, but you’re not profiting from a potential layup. To put it in business terms, you’re ignoring the fundamental concept of Borrowed Interest. Advertisers already know this as an intentional association of a leading trend along with their client’s product, service or expert/celebrity to attract attention. Why does it matter so much? Because in a world where it’s increasingly harder and harder to “get attention,” it’s nice to find an opportunity to participate in an ongoing dialogue where listeners abound.
