I was asked an interesting question the other day by a senior marketer. She wantd my opinion on how to decide it’s time for a brand to start a new channel, as well as how I keep up on social trends.

It’s an interesting question, because here we are 20 years into this social media phenomenon, and there’s never been a perfect answer. If you rushed right into MySpace, or even Friendster, back in the day, you had to decide when to leave. Then came all the others, Shoot, remember when Google was trying to make everyone do Circles on Google+?

The good thing about social is that trends don’t go hide under a lot of research. They are literally blasting you in the face to the point you can’t ignore them.

So my opinion is that trends can be monitored constantly, but investment only happens when data shows audience fit, potential ROI, and brand alignment. And tofigure that out, we look at a few things:

  • There is evidence of sustained engagement.
  • Their target audience is adopting it.
  • The trend fits their brand voice, creative strategy, and compliance requirement.

. Social Listening and Real-Time Analytics

“We don’t guess, we measure.”

  • Use of tools like Sprout Social, Brandwatch, or Meltwater to monitor emerging conversations.
  • Real-time trend tracking to watch shifts in memes, language, and platform use.
  • Reddit, TikTok trends, and niche subcultures are early signals.

2. Test-and-Learn Pilots Before Scaling

“Start small. Test fast. Scale what works.”

  • Run experimental content or small-budget campaigns on new platforms.
  • A/B test content types (e.g. short-form video vs. live Q&A).
  • Track performance KPIs before full investment.

3. Follow Creators and Early Adopters

“Influencers are usually 6 months ahead of us.”

  • Study what top creators are doing on emerging platforms.
  • Use creator behavior as a signal for audience migration.
  • DM or partner with creators to test content natively.

4. Cross-Functional Brainstorms and Competitive Intelligence

“We steal smart , and share internally.”

  • Internal Slack groups or war rooms to share cool examples.
  • Monitor what competitors and adjacent industries are trying.
  • Share reports in regular marketing team huddles.

5. Wait for Critical Mass of Your Core Audience

“If Gen Z moves to a new platform, we move , but not until our Gen Z customers are active there.”

  • Watch for demographic adoption curves (e.g., teens to college to working professionals).
  • Monitor engagement, not just account creation.
  • Use customer panels or surveys to validate platform interest.

Most brands don’t need to market to the bleeding edge trendsetters. Being 1st isn’t always best. Let the scrappy start-ups have their day i the sun and collect some temporary eyeballs. Consistency is going to win out eventually.