New research by Billion Dollar Boy (BDB) and TikTok has found that 77% of marketers plan to increase trend-based content over the next 12 months.

The survey of 4,000 consumers, 500 content creators and 500 senior marketers across the UK and the US revealed that 20% of brand social media posts are already dedicated to trend-based content.

Additionally, 90% of creators report trend-based social media content outperforms non-trend-based content, while 36% say it drives more conversions. Meanwhile, 64% of consumers say they have bought something because it was trending on social media.

Having partnered with TikTok to deliver what it claims to be the marketing industry’s first whitepaper on trend-centric marketing, the research suggests that leveraging trend-based content can help brands drive greater impact from their creator partnerships, with 92% of creators reporting better performance compared to their non-trend-based content.

The findings are supported by 18% of consumers who say they would be more likely to make a purchase or consider making a purchase as a result of seeing brands publish trend-based social media content, as well as 27% of consumers who say trend-based content increases brand recall.