How to Build a Trending Content Strategy That Actually Engages Your Audience

Trends move fast, but strategy should move smarter. While every brand is chasing what's viral, only a few are turning that momentum into real engagement.

If you've ever wondered how to make trending content actually work for your brand, without losing your voice or scrambling to keep up, you're in good company.

In a recent Strategy Talks episode, I sat down with Miruna Vocheci, the social media manager at Socialinsider.io and the writer behind their newsletter A Glitch in the Metrics.

Miruna blends Gen Z instincts with sharp data chops, and she knows exactly what it takes to stay relevant without sounding like everyone else.

Here’s how she approaches trending content, and how you can too.

Start with Structure: Why Content Pillars Come First

Before Miruna posts anything, she maps her strategy using content pillars. “I can’t make relatable content for all the ranges in my audience,” she said, “but if I break things down into content pillars, it’s easier to find trends that speak to each group.”

For example, one of Socialinsider’s strongest pillars is company culture. That gives Miruna a filter: she doesn’t just look for trends; she looks for trends that showcase culture in a meaningful way.

That might be a quick behind-the-scenes video that uses a trending format, or a team-wide moment that taps into a popular sound.

This focus ensures each post serves a purpose.

Where to Find Trending Content That Sparks Ideas

Miruna’s a self-proclaimed “over-consumer of social media”, and she owns it. Her top two platforms for trend discovery?

• TikTok: “I use it for everything: search, inspiration, even product discovery. But the best part is the comments. That’s where the real trends take shape.”

• Pinterest: “I use it like a search engine. It’s great for visual research and helps me collect ideas before writing copy or working on a post.”

This combination of quick video culture and evergreen visual research helps her stay agile without getting overwhelmed by noise.

Know When to Skip a Trend

Not every trend is a fit, and trying to force one rarely ends well. “Sometimes I love a trend,” said Miruna, “and I even make the post. But then I look at it and realize it doesn’t match our voice. So I don’t post it.”

The key is alignment. Does the trend serve your brand’s values? Will your audience get the joke, or feel confused? If it’s a no, it’s better to walk away.

Miruna even shared that she occasionally creates the trend-based content just to convince herself not to use it. “That hour of work gives me the clarity I need. I can let it go.”

Use Trending Content to Build Real Engagement

One of Miruna’s biggest insights came from a recent data analysis of Socialinsider’s Instagram account.

Her goal? Increase followers.

The surprise? Company culture content was performing best, and it was drawing new audiences in.

“Those posts brought in more viewers from non-followers than our studies or data content,” she explained. So they started leaning into it, testing short-form company culture videos first on Stories, then posting the best-performing ones to the main feed.

“Because of that insight, we launched a whole new Stories strategy.”

This is how trending content becomes more than a one-off. It fuels long-term connection.

Choose Formats, Not Just Platforms

When asked to choose between keeping one trending format, one spicy metric, or one social media platform, Miruna didn’t hesitate.

“I’d keep the trending format. What works on TikTok usually works on Instagram later, just with a little delay.”

This insight flips the usual platform-first strategy on its head. If you find a format that fits your tone, your team, and your audience, you can carry it across multiple channels. Flexibility without starting from scratch.

Metrics That Matter for Trending Content

One of Miruna’s favorite lines from the episode?

“Reach is like seeing your crush at a party. Engagement is when your crush talks to you.”

Too many marketers chase impressions, but reach alone doesn’t tell the full story.

At Socialinsider, they focus on:

• Comments

• Shares

• Saves

• DMs

These are the real indicators that your trending content is resonating.

“We want people to respond, not just scroll,”

Miruna said.

What You Don’t See in the Data Still Matters

Benchmarking tools and engagement rates are helpful, but they don’t show the why.

Miruna explained that two nearly identical posts can perform very differently, and sometimes there’s no clear explanation.

“It’s not always about numbers. It’s about behavior. Cultural context. Timing. Even luck.”

When in doubt, go back to the basics: is your content useful, relatable, and timed when your audience is active and ready to engage?

Post When You Can Be Present

Even the best trend will flop if you’re not around to support it. That’s why Miruna, and I, both recommend posting when you can be active. Respond to comments. Engage with others. Build momentum in real time.

“Posting when you’re available is just smart, it’s the only way to have real conversations and grow your audience.”

Trend Wisely, Stay Human

So what’s one trend Miruna secretly loves but hasn’t used yet? “It’s the one with ‘results will be based on performance’, and then the team dances,” she said. “But I’m not a good dancer, so I haven’t made it.”

And that sums it up. Not every trend fits your format, your tone, or your comfort zone.

The most effective trending content strategy is one that feels natural and builds connection.

Follow up Prompts to Ask ChatGPT Based on This Blog

• What are the best content pillars for my industry?

• How can I tell if a trending format is right for my brand?

• Where can I find trending content ideas beyond TikTok?

• How do I create a strategy around company culture content?

• What are the most important engagement metrics for social media?

• How can I test trending content on Stories before posting to my feed?

• How often should I reevaluate my content strategy based on performance data?

• What’s the best time to post if I have a global audience?

• How do I maintain a consistent brand voice when using trending content?

• What are some examples of trending content that led to long-term audience growth?

Want to watch the FULL episode?

It's right here.