• by Eric Yaverbaum , April 11, 2025

Between troves of generative AI content, rapid-fire executive orders, daily TikTok microtrends, and mass government layoffs, the information we see online is taking over our senses. Focusing on one story, trend, or topic is nearly impossible when something else replaces it instantaneously.

How do you jump on a trend or story when, by the time the press, marketing, or social plan is decided, the news isn’t even new anymore? Let’s look at some strategies for industry professionals to get a grip on strategic planning as media and trends change by the minute.

Avoid the doom and gloom

According to the Edelman Trust Barometer Report, 88% of people fear job loss, 73% fear inflation, and 76% fear climate change. With every other headline, TikTok, and Threads post talking about layoffs, a recession, or global warming, the news and social media are amplifying those fears.

One way marketers and communicators can cut through negative news is by homing in on the positive. For instance, starting a Substack that only covers good news or making TikToks about funny office happenings are ways to boost brand awareness while promoting positivity.

Alternatively, try incorporating solutions to problems in your strategic thinking. Is your brand partnered with a nonprofit fighting climate change? Is your company hiring for roles that former government employees could fill? Leveraging benevolent business activity is an effective way to generate brand awareness and help solve some of the biggest problems we’re currently facing.

Brand strategies should be built to last

Do you embody a “mob-wife aesthetic”? I know for a fact I don’t, and honestly? It probably wouldn’t even matter if I did since, it’s already old news.

A trend can afford to be perishable, but your brand has to be shelf-stable. If you’re working with a tracksuit brand that’s mob-wife aesthetic or is adjacent to another microtrend, leverage that opportunity and promote it. Just make sure that isn’t your entire brand strategy. Always focus on your long-term strategy when doing any type of marketing or promotions planning.

Remember—AI is your frenemy

AI is a great marketing and communications tool when you know how to wield it.Leveraging AI to boost your brand comes with risks and advantages. For instance, AI image and text generators can output copyrighted content. That’s why AI-generated anything isn’t always legal to distribute as branded content. On the other hand, AI-driven analytics can make it easier to identify changes in the news and social media trends that your brand can tap into. As communicators, it’s important to educate ourselves on different types of AI technology and when and how to use them.

Whether it’s AI-generated cat videos or tomorrow’s microtrend, there’s so much information constantly at our fingertips. Marketers and communicators should be able to look into the information flurry and know what is or isn’t going to work. Otherwise, we risk getting stuck behind yesterday’s story.