Hopping on trending content is fast and fun to create. But it’s not very helpful to building brand identity.
For example, a spray tanning business can post a trending dance video and go viral with 1MM views.
But how many of these viewers are actually potential customers?
Do they live nearby the business?
Are they interested in the beauty industry?
Do they purchase beauty products?
Does the business sell products online?
If the answers to these questions are more No’s than Yes’s then the viral video probably didn’t do much to help the business grow.
The spray tanning business has a better chance at attracting customers when they niche down.
For our example, niche content speaks to:
The beauty industry
People interested in spray tans
People within driving distance to the business
The business’ thoughts/advice on beauty products
The business becomes associated to the niches over time — aka brand development.
TL;DR businesses attract customers by having a unique brand identity.
-Romi
PS large brands also hop on trends, but only after they already established their unique brand identity.