What’s “Trending?” Making a Case for Using Buzzwords


hashtagWhen did a “trend” become a verb? Tune into morning news shows or late night talk shows and hosts are saying, “Let’s take a look at what’s ‘trending’ now.”

Social media is spawning a whole new vernacular, as it changes constantly. People tweet and talk, Facebook and friend, follow, trend, upload, pin and post. When it comes to being found on the Internet, we at Durée & Company instruct our clients on how turn their product, idea and campaign into a buzzword, which hopefully will start trending and inspire followers. There’s so much to learn!

What is a buzzword?

A buzzword is a strategic word that a company uses to shape a consumer’s idea of their product. Words like “craveable,” or “snackable” might be used to describe a new drive-thru menu item, so when we’re writing a client blog or press release, we use a hashtag before it (#craveable or #snackable), so we can find it online and see who’s responding to it. Many businesses find that using a buzzword that is unique and applicable allows customers to find their product more easily or to associate it with the right things faster.

Why use buzzwords?

Because everyone else does, and they work. That’s the short answer. Long answer: Buzzwords help differentiate your product or company from others with words that people can recognize. Generic, well-used descriptors, like “cutting-edge,” “state of the art,” and “technologically advanced,” may not register as well as newer, more illustrative terms. Coming up with these terms is part of what Durée & Company’s team can do.

Buzzwords can also help to increase your business’ visibility by attracting more web traffic. With the proper search engine optimization, a business can take advantage of trending language to increase the visibility of its brand in search engine results.

Quick! How would you describe your business? #innovationkings #marvelicious #easybeauty Try it. It’s fun!

How do I choose the right buzzwords?

In our fast-paced culture, good keywords may already be used by your competitors or in a completely different industry. Other times, a buzzword’s shelf life has expired, never to be resuscitated.  If you love something, grab and use it fast.

Also, research all possible meanings. #whiteparty brings up searches to the largest gay dance festival in the world. Yep, and you thought it was about wearing a neutral.

Proceed with Caution

Be sure to include a personal feel and to stay true to your message. When used appropriately, buzzwords can help attract customers, keep energy behind your brand, and make your business easier to find.

In the end, it’s all about building a following and brand. The team at Durée & Company is here to help you navigate the nuances of buzzwords, so you don’t start trending in the wrong direction.