"Jump on every trend — that's where the reach is"

"Jump on every trend — that's where the reach is"

The received wisdom: trends are free distribution, so chase them all. Believed because trend videos visibly spike.

The tradeoff nobody books: trends decay to zero. A trend-dependent video is a candle — bright, then dead, with no Search tail because nobody searches a dead meme. You're renting reach, not building an asset.

What's true: trends are for account warming and audience acquisition — fast spikes that introduce you. Evergreen formats (how-to, answer-to-a-real-question, niche explainer) are for compounding — they trickle Search traffic for months and feed the slower, durable growth.

Run maybe a quarter trends for reach injections, the rest evergreen for the annuity. A feed of pure trends is a treadmill with no savings account.