Thanks for the comment - honestly, it's a breath of fresh air seeing someone else call out the trash we're all wading through. for me, the trend I'm already done with in 2026 is "algorithm-optimised content" that prioritises engagement bait over actual value. every brand now thinks they need to play the platform's game: reaction bait, rage-bait, "which one will you choose?" polls that tell you nothing about your audience. It's not marketing, it's a Skinner box for reach.
from a growth perspective, here's my process for spotting when a trend is more noise than signal:
Check the CAC trend in Ahrefs or GSC - if your organic click-through rate spikes but your conversion rate flatlines, that's vanity traffic. I've seen clients pour £20k into short-form video content that drove 2 million views and exactly 12 sign-ups. Screaming Frog would show you those pages have zero intent alignment.
Map the funnel backwards - if the content format doesn't naturally lead to a next step (a landing page, a lead magnet, a product demo), it's just entertainment. The growth teams i respect use the same logic we apply to paid social: if the LTV:CAC ratio isn't improving, kill the experiment.
Compare platform metrics to real business outcomes - i run a monthly audit pulling GSC impressions, social engagement rates, and then lay those over CRM data. when i see engagement per post go up 40% but session-to-trial conversion drop 15%, I know we're feeding the algorithm, not the business.
the worst part? the platforms love it. They'll optimise for dwell time and reactions because it keeps users logged in. But for a FinTech startup trying to hit a 3:1 LTV:CAC, that's a distraction. i'd rather spend the budget on a well-targeted LinkedIn thought leadership campaign that generates 50 qualified leads than on a TikTok challenge that gets 500k views from teenagers who'll never enter a credit card.
so yeah, you're spot on. The trend I'm tired of is treating social media like a popularity contest instead of a conversion engine. Anyone else feeling this in their growth numbers?