Businesses, whether big or small, are constantly seeking innovative ways to capture the attention of their target audience and nudge them to take action in any form. One phenomenon that plays a significant role in shaping consumer behavior is the Bandwagon Effect.
What is the Bandwagon Effect in Marketing?
The bandwagon effect is a psychological phenomenon wherein people adopt certain behaviors, beliefs, or trends because they see others doing the same. In the digital marketing industry, any business uses this effect to create a sense of popularity and desirability around a product or service, encouraging potential customers to jump on the bandwagon.
Businesses leverage the bandwagon effect to improve their marketing through trends and influence consumer behavior by showcasing the widespread adoption of their offerings. The question, however, is it a strategic leap or risky move for Filipino businesses to follow trends in the market? Let us first weigh the pros and cons of trend following to know whether or not it is worth doing.
Pros and Cons of Trend Following
| Pros and Cons of Trend Following | |
|---|---|
| Pros of Embracing Trends | Cons of Blindly Following Trends |
| Increased Visibility | Risk of Oversaturation |
| Improved Customer Engagement | Lack of Authenticity |
| Competitive Advantage | |
Pros of Embracing Trends
1. Increased Visibility
When Filipino businesses follow the trends in the market, more people notice them. Think of it like standing out in a crowd because you are wearing the same cool T-shirt everyone else is wearing.
By jumping on the trend, businesses can grab the attention of a larger audience. Take Angkas, for example. Besides, there was an ongoing typhoon #EgayPH at that time. The ride-hailing app used “Raining in Manila” as part of its campaign due to the never-ending rain that Filipino commuters and Angkas drivers experienced.
2. Improved Customer Engagement
Trends often generate a buzz, fostering a sense of excitement and curiosity among consumers. By embracing trending elements in marketing campaigns, Filipino businesses can captivate their audience’s attention, improving customer engagement and interaction.
What’s more, the rise of social media is now capitalizing on the bandwagon effect because more people, including potential customers, are more likely to engage with products or services endorsed by popular figures.
Dunkin’ has captured the hearts and minds of thousands of Swifties since they released their #DunkinPHIcedCoffeeEra. This donut shop took the opportunity to mention that their Dunkin’ Iced Coffee will never go out of style, much like Taylor Swift, a sentiment many Swifties would surely agree with.
3. Competitive Advantage
Being the first to join a trend gives businesses a head start. It is like being the first one in a race – you are ahead of the competition. Brands that ride the trend wave show they are up-to-date and in touch with what is happening, giving them an edge over others.
FoodPanda did an excellent job on this one because it not only makes many people laugh but also allows their audience to satisfy their cravings by offering discounts on their services.
ALSO READ: Everything You Need To Know About Brand Guidelines
Cons of Blindly Following Trends
1. Risk of Oversaturation
While riding the trend wave can be beneficial, there is a risk of oversaturation. If every brand in an industry adopts the same trend simultaneously, it can dilute the impact and make it challenging for any single business to stand out.
While both Heineken and Pepsi incorporate “Squid Game” into their Instagram campaigns, the disparity in the number of likes reveals that the impact is not uniform. As more brands adopt this marketing trend, its uniqueness diminishes.
2. Lack of Authenticity
Blindly following trends may lead to a lack of authenticity in marketing efforts. Consumers are becoming increasingly discerning, and they can quickly identify when a brand’s engagement with a trend feels forced or insincere. Authenticity is crucial for building trust and long-term customer relationships.
Consider a scenario where a brand hastily jumps on the “sustainability” trend without a genuine commitment to eco-friendly practices. If consumers perceive the brand’s eco-friendly initiatives as mere token gestures or marketing ploys, the authenticity of the brand is compromised.
When Coca-Cola launched World Without Waste in 2018, they listed down their primary goals, including the estimated timeline when they expect to achieve it. Doing so allows their consumers to follow what is happening with their eco-friendly initiative from time to time.
Conclusion
There is a balance to be struck in the world of marketing trends. While joining popular trends can bring more visibility, better customer engagement, and a competitive edge, blindly following trends can lead to oversaturation, a loss of authenticity, and financial risks.
Marketing a business shouldn’t solely rely on trends alone. Offer quality products or services as you incorporate trends strategically while staying true to your brand identity and understanding your target audience. In the end, the benefits of this digital marketing strategy are about navigating the trend wave with care to make the most of it without losing what makes a brand unique.
Contact OOm Philippines at (02) 8283 3168 or leave a message on our website if you need help managing your advertisement and take advantage of the bandwagon effect in your business’s marketing strategy!
