Marketing Trend vs Fad: What's the Difference?

If you have kids or remember being a kid (I’m a very sad panda for whoever doesn’t), you’re well aware of the power of fads. You know, the latest and greatest gadget, toy or game your son or daughter (or, ah, you) absolutely must have, mainly because they really want it, but also because Billy from down the street already has it? Yeah, those fads.

Many moons ago, the schoolyards were filled with marbles; then it was Pogs, followed quickly by Pokémon cards and, of course, devil sticks. I remember having these things separately but also all at once, though the reality is each one likely had a really entertaining month or two and then ended up in a forgotten drawer next to the rest of the fads. At their peak, Pogs were so interesting that marbles didn’t even stand a chance.

Like a schoolyard at recess, the digital world is filled with trends, fads, and every kind of shiny, fool’s-gold type object you can imagine.

This is a problem for both marketers and consumers, which is why understanding the difference between a trend vs a fad is so vital.

Whether it’s an ad campaign and (usually) one of those endlessly scrolling landing pages that convince you to buy a product you don’t want or need, or a marketing technique that fails to deliver on its too-good-to-be-true promise, it’s often difficult to avoid the pitfalls of the Internet.

There are, however, new technologies and trends that can have a significant effect on both consumers and marketers, which means telling the difference between impactful mobile trends and fleeting fads is an important skill.

Firstly, What is a Trend?

Ah, trends. They’re like the cooler, slightly more responsible older sibling of fads. While a fad might burn bright and fast—hello, Gangnam Style—a trend sticks around a little longer and actually influences behavior or strategy over time.

In the digital world, a trend isn’t just a flash-in-the-pan idea that everyone jumps on for a week before abandoning. It’s a directional shift—something that emerges gradually, gains traction, and starts changing how people interact with technology, content, or even each other.

Think of it this way: trends drive change by offering lasting appeal, while fads rely on novelty and speed to stay relevant, for a while. Trends are not always flashy, but they shape the way we think and operate.

This distinction between a trend or fad is especially important for marketers who need to focus their efforts on what delivers real, repeatable value.

So yeah, a trend is more than just something popular. It’s something with legs—and if you’re paying attention, it can give you a serious head start in the ever-changing digital game.

How to Identify Trends

Spotting a real trend (not just a flashy fad in disguise) is kind of like figuring out which kid on the playground is going to be a future team captain versus the one with the cool toy just for today.

Here’s how to identify a true trend in the digital world—without getting swept away by hype:

1. Look for Consistency Across Industries

If something’s showing up not just in one niche but across multiple sectors—say, AI tools being used in healthcare, marketing, and customer service—that’s a strong signal. Trends tend to ripple outward, not stay in one corner of the internet.

2. Watch for Sustained Momentum

A fad peaks fast and fizzles. A trend grows steadily. Keep an eye on whether something is gaining traction over weeks and months, not just days. Tools like Google Trends or industry reports can show you what’s climbing (and what’s crashing).

3. Pay Attention to Consumer Behavior

Trends often follow people, not the other way around. If you notice changes in how people search, shop, or engage, like the rise of voice search or short-form video, that’s a clue. Behavioral shifts usually spark strategic changes, not the other way around.

4. Follow Thought Leaders & Trusted Sources

When analysts, researchers, and experienced marketers start aligning on a certain pattern or tech advancement, it’s worth listening. A real trend usually comes with data, case studies, and thoughtful commentary—not just viral headlines.

5. Ask: Does This Solve a Real Problem?

If a new idea, tool, or technique actually makes life easier, more efficient, or more personal, it has a better shot at sticking around. Real trends address real needs and are often a sign of true innovation.

Examples of Trends

Here are some solid, real-world examples of digital marketing trends that have staying power, not just short-term sparkle:

1. AI-Powered Personalization

Tools like ChatGPT and machine learning models are powering smarter customer experiences—think personalized product recommendations, dynamic email content, and predictive analytics. This trend is reshaping how brands engage with users by serving up exactly what they need, when they need it.

Why it matters: It improves conversion rates and customer satisfaction by removing the guesswork and reflects a more sustainable approach to marketing personalization.

2. Zero-Click Searches & Featured Snippets

Google is constantly evolving, and more users are getting answers without clicking through. Optimizing for position zero (snippets, maps, FAQs) is a key SEO trend that’s here to stay.

Why it matters: You still get visibility, authority, and traffic—even if users don’t “click.”

3. Voice Search Optimization

“Hey Siri, where’s the nearest pizza place?” Voice queries are longer, more conversational, and growing fast. Brands are adapting their SEO to reflect how people actually talk, not just how they type.

Why it matters: It shifts keyword strategy and content structure in a big way.

4. Web Accessibility as a Standard

Making websites inclusive for users with disabilities isn’t just good practice—it’s increasingly expected, both from a legal standpoint and a user experience one.

Why it matters: It broadens your audience and aligns with ethical marketing, which has become especially critical over the past couple of years.

5. Short-Form Video Dominance

TikTok started it, Instagram and YouTube followed, and now short-form content is how many people prefer to consume. Fast, engaging, mobile-first videos are dominating.

Why it matters: It’s changing how brands tell stories and connect emotionally, in under 60 seconds.

6. Content That Demonstrates E-E-A-T

Google wants Experience, Expertise, Authoritativeness, and Trustworthiness in your content. Brands are leaning into thought leadership, real-world examples, and high-quality, user-focused content.

Why it matters: SEO isn't just technical anymore—it’s about building credibility with both search engines and humans.

What is a Fad?

A fad is like the digital world’s equivalent of a sugar rush—quick to rise, fun while it lasts, but gone before you know it.

In marketing, a fad is usually a tactic, tool, or content format that explodes in popularity for a short time, often thanks to viral social media or hype, but doesn't have the depth or staying power to make a lasting impact. Think NFTs in marketing campaigns, Harlem Shake videos, or Clubhouse (remember Clubhouse?).

That’s not to say all fads are useless—sometimes hopping on a fad can boost visibility or show your brand’s personality (like a timely meme or trend-jump on TikTok). But leaning on fads as a core strategy? That’s a quick way to burn budget without building lasting value.

This is the key difference between trends and fads: trends endure and evolve, while fads collapse under the weight of novelty alone.

How to Identify Fads

Identifying a fad is all about reading the signs—kind of like realizing your new favorite snack is only on store shelves for a “limited time.” It looks exciting, maybe even genius at first glance, but the shine wears off fast. Here’s how to tell if you’re dealing with a fad rather than a trend:

1. It Blows Up Overnight

If something seems to go from zero to everywhere in a matter of days, with no real explanation other than “everyone’s doing it,” you’re likely looking at a fad. Instant popularity without gradual adoption is a red flag.

Example: A viral TikTok challenge that brands suddenly start mimicking, only for it to disappear within weeks.

2. There’s Little or No Strategic Foundation

Fads don’t usually come with solid data, long-term ROI, or alignment with customer needs. If a tactic looks flashy but doesn’t really fit into your larger marketing strategy, it’s probably not built to last.

Ask: Does this align with my goals, or am I just afraid of missing out (FOMO)?

3. It’s Driven by Hype, Not Value

If the main reason people are talking about something is because it’s “hot,” “viral,” or “new,” rather than useful or effective, it’s likely a fad. A true trend solves a problem or improves an experience—a fad just gets attention.

4. It Fizzles as Fast as It Spiked

Most fads have short shelf lives. If engagement is already dropping after a month or two, and there’s nothing substantial to hold it up, it wasn’t a trend, just a moment.

5. It's Hard to Replicate or Scale

If a tactic worked for one brand in one very specific context but doesn’t translate well to your audience or industry, it might’ve been a one-hit wonder. Fads often don’t scale or produce consistent results.

Bonus Tip: Check the Source

If the buzz is coming mostly from influencers, meme accounts, or social chatter—and not from analysts, reports, or case studies—it’s more likely a fad.

Examples of Fads

Here are some memorable examples of a fad:

1. Clubhouse (as a marketing channel)

Remember the hype around this invite-only audio chat app? For a while, every marketer and their dog were hosting rooms. But it lacked scalability, analytics, and long-term stickiness. The audience moved on fast.

Why it was a fad: No clear business value beyond early buzz, and tough competition from Twitter Spaces and LinkedIn Audio.

2. NFTs for Everything

From fast food chains launching NFTs to agencies minting digital art campaigns, brands went all-in on non-fungible tokens for a hot minute. But most lacked a real connection to business goals or customer value.

Why it was a fad: High hype, low utility for most industries, and massive drop-off in public interest.

3. QR Code Overload (pre-COVID)

Before the pandemic gave them a second life, QR codes were a flashy “tech-forward” move often used without purpose. Many marketers slapped them on print ads or posters without thinking about the actual user experience.

Why it was a fad: Cool in theory, clunky in practice—until real-world use cases (like touchless menus) gave them new relevance.

4. Viral Dance Challenges (as brand content)

Brands jumped into TikTok trends, often awkwardly, trying to “go viral” by mimicking dance or meme formats. While a few nailed it, many didn’t connect with their audience—or their brand identity.

Why it was a fad: Short-lived content with little lasting brand impact or strategic value.

5. “Growth Hacks” Without Strategy

A few years ago, everyone was chasing “quick hacks” for massive growth, like follow/unfollow bots, clickbait headlines, or aggressive popups. These often backfired, damaging trust or violating platform rules.

Why it was a fad: Short-term wins, long-term brand damage.

Fidget Spinners in Promotional Campaigns

Companies across industries rushed to slap logos on fidget spinners and hand them out at trade shows and events. The idea was to connect with a younger demographic through a trendy giveaway.

Why it was a fad: Massive popularity with zero long-term marketing impact—once the novelty wore off, they ended up in desk drawers and junk bins.

How to Fade the Fads

The big question remains: how do you tell the difference between an impactful mobile marketing trend and a fad? Truthfully, there are no hard and fast rules. Even the definition of a “fad” is wishy-washy at best and often hotly debated.

The best way to think about impactful trends and fads is to ask yourself whether the game, tactic, or strategy in question has crossed over into areas of your life where it may not belong. For instance, take the rapid adoption of AI tools. Initially hyped, generative AI now plays a legitimate role in content creation, customer service, analytics, and even accessibility. That kind of crossover—from curiosity to business-critical tool—is what separates a trend from a passing moment.

Chances are you will fall victim to a fad, and that’s okay. We’re all trying to make a difference for our brand or company and, at the end of the day, doing something – anything – to try to move the needle forward is better than sitting on your hands. Many fads are effective for short periods of time, but they just don’t work as long-term staples.

For example, infographics have been called a fad before (albeit a multiple-year fad). While infographics may very well be in the autumn of their lifespan, many brands and companies have achieved great success with infographic marketing (us included!).

A big part of fading fads is intuition about how a certain thing will affect people and society, but another component of it is simply ignoring the label. If something is working for you and your brand, who cares what other people call it?

Fad or not, it’s usually clear when something starts to truly impact the way people work, shop, or communicate. Nobody wants to suck the fun out of marketing—but if you focus on aligning fun with function, and prioritize trends that create lasting value, you’ll likely see a real boost in the effectiveness of your campaigns.

Ready to Get Started with Long-Term Digital Success?

At WSI, we help businesses navigate the fast-moving digital landscape by identifying what’s worth your time—and what’s just noise. From SEO and AI integration to content marketing and web accessibility, our experts craft solutions rooted in real value, not hype. Understanding the difference between a marketing trend vs a fad can make or break your digital efforts. Let us guide you toward strategies that drive measurable results and lasting impact.

Talk to us today and start building a future-proof marketing strategy with confidence.