Did you sing that one out too? ‘Cause same!

And that’s exactly the reason you instantly stop scrolling when a trending track hits. Music isn’t just background anymore – it’s the hook, the punchline, the emotional beat that makes content stick. And in the marketing world, trending audio has quickly become one of the most powerful tools to drive reach, relevance and – sometimes – recall.

But here’s the catch, using trending music isn’t as simple as slapping a viral sound on your reel and calling it a day. It needs to make sense. Because if it doesn’t fit your brand tone or audience, it’s just noise. So how do you ride the trend wave without wiping out? Let’s break it down.

You Know It’s Not The Same As It Was…

Once upon a time, brands could get away with generic soundbeds and corporate jingles. But now? Audiences want realness. Familiarity. A track that makes them feel like they’re in on it.

Trending music works because it taps into shared digital culture. When someone hears a familiar song in your reel, they instantly feel a connection. That “I’ve heard this before!” moment builds  it in seconds.

Plus, social platforms boost content that uses trending audio; It’s the algorithm’s way of saying, “Hey, you’re one of the cool kids.”

It also helps:

• Set mood instantly
• Keep content punchy (especially in short form)
• Trigger emotion (hype, nostalgia, humour – all of it)

But, Tell Me Why… Not Every Trend Is Your Trend

Sometimes, one of the biggest mistakes brands make is chasing virality with no context. Just because an audio is blowing up doesn’t mean you should be using it.

Let’s say your brand is into luxury skincare. Do you really want to pair it with a goofy sped-up track about heartbreak? On the other hand, if you’re a sneaker brand targeting college kids, you probably shouldn’t ignore a fast-rising drill beat or remix making waves.

Using trending music without intention can feel offbeat (pun intended). That’s why choosing the right track requires more than just vibes; it needs alignment.

Before jumping on any trend, ask yourself these five questions:

• Does this match our brand tone?
  If your brand is soft and minimal, using a hyper-pop party track might confuse your audience. If you’re edgy and playful, a slow piano cover probably isn’t your vibe either.

• Will our audience connect with it?
  Are they the type who scroll Reels and TikToks daily? Do they get the trend? If not, it’ll just come off as try-hard.

• What’s the content goal?
  If it’s an awareness piece, a trending track might help. But if it’s a product demo or testimonial, music could overpower the message.

• Is there any problematic context?
  Lyrics matter. Some tracks may sound catchy but have questionable or inappropriate meanings. Pick the wrong trend, and you might just wish you could go back to the night before you posted it. Always check the full context – and how others are using it.
  

5.Is it legally safe to use?
For organic content, trending music is fair game. But if it’s a paid ad, make sure you’re using a licensed track or one from a royalty-free music bank. Otherwise, your content might get muted or flagged.

We’re Working Late ‘Cause We’re Marketers

The brands that win with trending audio don’t just copy, they adapt. They take the trend and find a way to inject their own product, personality, or POV into it.

For example:

• A food brand might time its product shot to the beat drop
• A fashion label could use the trend as a transition device (before/after styling)
• A service-based business could pair the audio with a clever text-overlay or skit

The trick is to make the trend feel like it was made for you; Not like you’re piggybacking just to stay relevant.

Also: timing matters. Trends burn fast. If you’re late, you’re not “on-trend,” you’re just background noise. So save audios, monitor daily and move quickly.

So, What’s the Takeaway Track?

Trends come and go, but the brands that last know how to tune in without losing their own voice. Whether it’s a cheeky chorus or a dramatic drop, the right audio can turn casual scrollers into engaged fans.

So next time you hear that song on loop, don’t just scroll past – ask yourself:
Can this sound like us? Can it be us?

If the answer’s yes, hit record. You might just hit the right note.

Mirell Fernandes