Marketing trends you should ignore

By Alex Koenig •

Spoiler: doing less (strategically) is the secret sauce.

Every year (though sometimes it feels like every day), new marketing trends hit the headlines promising to revolutionise your business. AI-generated content. Threads. Reels. VR shopping (yes, I am excited about this…). You name it.

It’s easy to get swept up in the hype, especially when you feel like everyone else is doing something you’re not. But here’s the thing most small businesses need to hear: You don’t need to do everything. You just need to do the right things well!

So, let’s bust a few overhyped trends that might not deserve your attention right now.

  1. You don’t need to use AI for everything

AI tools are helpful — but they’re not magic. If you rely too heavily on them without a clear message or strategy, you’ll end up sounding like everyone else (and often a bit robotic, you know what I’m talking about). Using AI makes things quicker, but if not done right you lose your authenticity. Prompts, clear briefs, and objectives are key. 

Do this instead: Use AI to support your creativity, not replace it. These tools should speed you up, not take over the story you’re trying to tell.

  1. You don’t need to be on every social platform

Just because there’s a new platform doesn’t mean you need to be on it. If your customers aren’t there, or if you don’t have the time to show up consistently, then you’re better off not being there. A half-baked account with three posts from six months ago won’t build trust; it will raise questions, and the wrong ones. 

Do this instead: Pick one or two platforms (Meta, for example, can be a 2-in-1 solution with Facebook and Instagram) where your audience already is and build real engagement there.

  1. Be cautious with trends

Chasing trends can become a full-time job, with questionable returns. Unless you’ve got time to turn your business into a mini media company, don’t make trends your strategy.

Do this instead: Focus on making useful content. Answer common customer questions. Share behind-the-scenes. Celebrate wins. It’s not flashy, but it builds trust.

  1. You don’t need to create an abundance of content

It might feel like the more content you post, the more customers will come. But more doesn’t always mean better, especially if it’s rushed, repetitive, or off-brand. Quality over quantity. 

Do this instead: Create fewer, more valuable pieces. Then repurpose them across different platforms. One blog post could become a reel, a newsletter, three quotes, and a customer tip. Our clients know we always aim to “do more with less”, and that doesn’t mean we’re lazy, it means we’re efficient and you get the most value out of everything you produce.

  1. You don’t need to go viral, as great as that may seem

Going viral is not a strategy, it’s a lottery ticket. What your business really needs is steady growth, consistent leads, and a brand people trust.

Do this instead: Focus on building a community, not chasing clicks. It might grow slower, but it’s far more sustainable.

The Bottom Line?

Don’t do more. Do better.

The most successful small business marketing doesn’t follow every trend, it follows a clear, consistent strategy tailored to their goals, capacity, and customers.

If you’re feeling unsure about what’s actually worth your time, we can help! Book a free 30-minute discovery call and let’s figure out what to focus on, and what to leave behind.