Unlike macro trends that gain attention from a bigger audience and last for a longer time, Micro trends are relatively small-scale, attract the attention of a smaller audience, and disappear as quickly as they emerged. They often originate on Tiktok, Instagram, Youtube, Youtube Shorts, and other social media sites. They represent the preferences and conventions of a community or niche group. These trends often start as subtle shifts in preferences, behaviours, or attitudes, but have the potential to grow into larger shifts in consumer preferences.
They are displayed in fashion, technology, food, and travel. Over time, micro trends have been caused by consumers continually seeking new products, services, or experiences within a short time period. As communication channels and social media platforms grow, such trends continue to gain more traction.
Micro Trends You've Likely Come Across
As sustainability becomes more critical in the fashion industry, upcycling has been a prevalent micro trend. Upcycling involves transforming old or discarded clothing into new pieces, allowing them to be worn again and reducing waste. It isn’t typically considered by the majority of people in this industry, as it’s targeted towards a niche group.
This micro trend was heavily popular on social media, specifically during the early days of the pandemic. Dalgona coffee is a whipped coffee beverage that went viral on platforms including TikTok and Instagram, with many people attempting to recreate this drink at home. It quickly appeared online and left just as fast for the food industry.
Whimsical home decor
Whimsical home decor is a new micro trend, where rooms are decorated with magical, whimsical and woodland decor. It involves a lot of plants and bright colours. The rooms typically have lots of decor pieces within them - and many items can fit into this aesthetic.
What can you do to capitalize on Micro Trends?
Many micro trends are “over night” trends and businesses often say “there’s nothing I can do about that - I can’t order that item on time.” What can you do starting today to take advantage of overnight trends?
Even if you don’t have the exact product that is trending, here’s what you can do:
- Adjust your website to feature products that are similar to the trending product and adjust product naming to match the trend. Leverage the keywords of the trend. If you have wall art that features leaves and forests - rename it to “whimsical wall art” on your website.
- Create social media posts and content around the trend featuring your products within it. If the trend is “whimsical decor”, feature your funky lamps in a whimsical themed aesthetic.
- In-store - feature the products that are similar to the ones being discussed at the front. You may not make dalgona coffee, but you have a sweet coffee mixture in your assortment. Bring it to the attention of your customers.
- Train employees on shop floors to talk about how your products fit into the trend or are similar to the trending product. “We don’t have dalgoma coffee, but our newly launched artisanal cold brew offers a similar rich and velvety taste that coffee enthusiasts are currently loving!”
While having access to multiple targeted actions, the challenge remains in staying proactive and up-to-date with micro trends.
About the Author
Tali Remennik is a Certified Professional Forecaster, certified by the Institute of Business Forecasting and Planning. She is a data scientist working at the intersection of AI, demand forecasting and retail strategy. She is the co-founder of Granularity. Granularity is an AI-powered trends platform AI and data from Tiktok, Instagram, Google and others to predict consumer trends as they emerge.
Learn more about Granularity - micro trend forecasting using data from Tiktok, Instagram, Amazon and others.