A trend is exciting\u2014until everyone and their mother jumps on it, at which point it just feels overdone. That sentiment is true whether it\u2019s happening on TikTok or in the marketing industry at large.<\/p>\n
As 2025 comes to a close, we asked CMOs and other top marketers from brands like Chili\u2019s, Duolingo, and State Farm to weigh in on what they thought were this year\u2019s most overrated industry trends. Not only did they deliver, but several had advice for what marketers could be doing instead. Here are some of their answers.<\/p>\n
Trend-chasing<\/strong><\/h2>\nGreg Guidotti, CMO, Ferrara:<\/strong> Chasing virality at all costs. \u201cGo viral\u201d shouldn\u2019t be an objective. This is a fool\u2019s errand\u2026What matters most is staying true to the brand and showing up in ways that feel authentic and relevant for our consumers.<\/p>\nGeorge Felix, CMO, Chili\u2019s:<\/strong> Chasing trends. Consumers know instantly when something feels forced, so brands have to stay true to their identity and resist jumping on every meme, every audio clip, and every micro-moment. Relevance doesn\u2019t come from doing everything\u2014it comes from doing the right things in a way that feels unmistakably like your brand.<\/p>\nAndy Rebhun, CMO and chief experience officer, Cava:<\/strong> There is a real downside to FOMO-driven marketing. Not every meme, sound, or platform deserves a brand\u2019s attention\u2014even if it\u2019s trending. Virality alone doesn\u2019t build brand equity. The brands that will win in 2026 are the ones that stay anchored in long-term goals and know when to enter the conversation with intention, not impulse. You have to balance cultural participation with strategic discipline. Otherwise, you end up chasing moments instead of building a movement.<\/p>\nDara Treseder, CMO, Autodesk:<\/strong> The most overrated trend is the belief that brands need to chase every headline or hashtag to stay relevant. We\u2019ve swung between two extremes: the era of \u201csay everything\u201d and the era of \u201csay nothing and just sell.\u201d Neither builds trust, and neither creates lasting resonance.<\/p>\nStrong brands learn to opine with a spine. They choose their moments intentionally and focus on the issues that are truly core to their business and values\u2014and let the rest go. They commit consistently, showing up even when it\u2019s uncomfortable or no longer trending. And they communicate credibly, backing every statement with real work and proof of progress.<\/p>\n
Going too big<\/strong><\/h2>\nManu Orssaud, CMO, Duolingo<\/strong>: There\u2019s a belief that producing more content automatically leads to more relevance. In reality, most people scroll past anything that feels generic or interchangeable. Speed and volume help only when the creative has a strong point of view.<\/p>\nIf an idea could be done by any brand, it won\u2019t stand out. Work resonates when it feels authentic and carries the kind of signature people naturally associate with your brand.<\/p>\n
Josh Hackbarth, CMO, MGA Entertainment:<\/strong> Platform-chasing, trying to get on every single platform with everything, often with the same content. Every platform is very, very different\u2026[with] different consumers. Even if it\u2019s the same consumer, they\u2019re expecting different things. I think it\u2019s dangerous to try to be everywhere and everything to everyone.<\/p>\nMatt Sharpe, creative director, advertising, Zynga:<\/strong> People are saying, \u201cIn this instant, what can we do to get more views, more likes, more engagement?\u201d And they\u2019re forgetting they\u2019re part of a larger conversation, and there\u2019s a larger thread being weaved that shows who they are and what their voice is, and they destabilize that in chasing those short-term metrics\u2026Stop chasing short-term metrics and start looking towards long-term growth and facilitate that.<\/p>\nGoing too small<\/strong><\/h2>\nSid Malhotra, VP of SMB, Snap:<\/strong> We put our eggs in too few baskets, whether that\u2019s channels, that\u2019s creative, or that\u2019s the type of advertising you\u2019re running\u2026I think SMB marketers need to be testing new channels, new creative, new types of marketing to avoid the fatigue. Experimentation is so important.<\/p>\n\n\nGet marketing news you’ll actually want to read<\/h5>\n
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
Larry Allen, VP, global strategy, data, measurement, and addressable, Comcast FreeWheel:<\/strong> Micro-influencer marketing. It was very hard to scale and to show a clear return on investment.<\/p>\nAI as a marketing magic wand<\/strong><\/h2>\nAndrew Fried, commercial owner and CMO, Mint Mobile: <\/strong>People are talking a lot about AI as the strategy, but AI isn\u2019t the strategy. AI is a means to an end, or a way to move faster, more efficiently, or broaden creativity. And the real moat that companies have is still having a clear brand point of view, having clear marketing judgment, clear marketing taste\u2026Maybe what\u2019s overrated is considering AI as a strategy, instead of as a way to amplify a true brand point of view.<\/p>\nKristyn Cook, CMO, State Farm:<\/strong> The notion that AI will replace creativity is flawed. While AI is boosting the scientific side of marketing, the true strength comes from balancing that speed with the \u201cart\u201d\u2014instinct, human connection, and, most importantly, creativity. Creativity remains the ultimate differentiator for brands\u2014it\u2019s the force multiplier that enables everything else. If your creativity doesn\u2019t grab attention or stop the scroll, none of it matters.<\/p>\nRaja Rajamannar, senior fellow and former CMO, Mastercard: <\/strong>The rush to adopt every emerging technology like a badge of innovation. Too many brands treat tech like theater, chasing attention rather than solving real consumer needs. This approach creates noise, burns budgets, and erodes trust. The real power of technology lies in selective, purposeful deployment.<\/p>\nBichoi Bastha, CEO, Dailymotion Advertising and Audience Path:<\/strong> The hype [that] AI is gonna replace everything\u2014that, I think, is overrated. I don\u2019t think AI is going to replace everything in the advertising industry.<\/p>\nTraditional social listening<\/strong><\/h2>\nChris Brandt, chief brand officer, Chipotle:<\/strong> With the rise of bots campaigning against brands and individuals by amplifying negative conversations, it\u2019s now difficult to take social listening at face value and have it paint the full picture of how your brand is being perceived online. Social listening must be balanced with measures like sales trends, traffic, in-app behavior, loyalty program engagement, and feedback from customer-facing teams.<\/p>\nTraditional crisis management<\/strong><\/h2>\nCraig Brommers, CMO, American Eagle<\/strong>: If 2025 taught us anything, taking a stand is incredibly important to stand out. I think the most overrated trend is following the playbook of the crisis communications industrial complex. I believe our marketing community needs to show up with a stronger POV in the moments and places that matter most and change our mindset from managing a crisis to optimizing an opportunity.<\/p>\nTraditional SEO methods<\/strong><\/h2>\n
George Felix, CMO, Chili\u2019s:<\/strong> Chasing trends. Consumers know instantly when something feels forced, so brands have to stay true to their identity and resist jumping on every meme, every audio clip, and every micro-moment. Relevance doesn\u2019t come from doing everything\u2014it comes from doing the right things in a way that feels unmistakably like your brand.<\/p>\n Andy Rebhun, CMO and chief experience officer, Cava:<\/strong> There is a real downside to FOMO-driven marketing. Not every meme, sound, or platform deserves a brand\u2019s attention\u2014even if it\u2019s trending. Virality alone doesn\u2019t build brand equity. The brands that will win in 2026 are the ones that stay anchored in long-term goals and know when to enter the conversation with intention, not impulse. You have to balance cultural participation with strategic discipline. Otherwise, you end up chasing moments instead of building a movement.<\/p>\n Dara Treseder, CMO, Autodesk:<\/strong> The most overrated trend is the belief that brands need to chase every headline or hashtag to stay relevant. We\u2019ve swung between two extremes: the era of \u201csay everything\u201d and the era of \u201csay nothing and just sell.\u201d Neither builds trust, and neither creates lasting resonance.<\/p>\n Strong brands learn to opine with a spine. They choose their moments intentionally and focus on the issues that are truly core to their business and values\u2014and let the rest go. They commit consistently, showing up even when it\u2019s uncomfortable or no longer trending. And they communicate credibly, backing every statement with real work and proof of progress.<\/p>\n Manu Orssaud, CMO, Duolingo<\/strong>: There\u2019s a belief that producing more content automatically leads to more relevance. In reality, most people scroll past anything that feels generic or interchangeable. Speed and volume help only when the creative has a strong point of view.<\/p>\n If an idea could be done by any brand, it won\u2019t stand out. Work resonates when it feels authentic and carries the kind of signature people naturally associate with your brand.<\/p>\n Josh Hackbarth, CMO, MGA Entertainment:<\/strong> Platform-chasing, trying to get on every single platform with everything, often with the same content. Every platform is very, very different\u2026[with] different consumers. Even if it\u2019s the same consumer, they\u2019re expecting different things. I think it\u2019s dangerous to try to be everywhere and everything to everyone.<\/p>\n Matt Sharpe, creative director, advertising, Zynga:<\/strong> People are saying, \u201cIn this instant, what can we do to get more views, more likes, more engagement?\u201d And they\u2019re forgetting they\u2019re part of a larger conversation, and there\u2019s a larger thread being weaved that shows who they are and what their voice is, and they destabilize that in chasing those short-term metrics\u2026Stop chasing short-term metrics and start looking towards long-term growth and facilitate that.<\/p>\n Sid Malhotra, VP of SMB, Snap:<\/strong> We put our eggs in too few baskets, whether that\u2019s channels, that\u2019s creative, or that\u2019s the type of advertising you\u2019re running\u2026I think SMB marketers need to be testing new channels, new creative, new types of marketing to avoid the fatigue. Experimentation is so important.<\/p>\n Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n Larry Allen, VP, global strategy, data, measurement, and addressable, Comcast FreeWheel:<\/strong> Micro-influencer marketing. It was very hard to scale and to show a clear return on investment.<\/p>\n Andrew Fried, commercial owner and CMO, Mint Mobile: <\/strong>People are talking a lot about AI as the strategy, but AI isn\u2019t the strategy. AI is a means to an end, or a way to move faster, more efficiently, or broaden creativity. And the real moat that companies have is still having a clear brand point of view, having clear marketing judgment, clear marketing taste\u2026Maybe what\u2019s overrated is considering AI as a strategy, instead of as a way to amplify a true brand point of view.<\/p>\n Kristyn Cook, CMO, State Farm:<\/strong> The notion that AI will replace creativity is flawed. While AI is boosting the scientific side of marketing, the true strength comes from balancing that speed with the \u201cart\u201d\u2014instinct, human connection, and, most importantly, creativity. Creativity remains the ultimate differentiator for brands\u2014it\u2019s the force multiplier that enables everything else. If your creativity doesn\u2019t grab attention or stop the scroll, none of it matters.<\/p>\n Raja Rajamannar, senior fellow and former CMO, Mastercard: <\/strong>The rush to adopt every emerging technology like a badge of innovation. Too many brands treat tech like theater, chasing attention rather than solving real consumer needs. This approach creates noise, burns budgets, and erodes trust. The real power of technology lies in selective, purposeful deployment.<\/p>\n Bichoi Bastha, CEO, Dailymotion Advertising and Audience Path:<\/strong> The hype [that] AI is gonna replace everything\u2014that, I think, is overrated. I don\u2019t think AI is going to replace everything in the advertising industry.<\/p>\n Chris Brandt, chief brand officer, Chipotle:<\/strong> With the rise of bots campaigning against brands and individuals by amplifying negative conversations, it\u2019s now difficult to take social listening at face value and have it paint the full picture of how your brand is being perceived online. Social listening must be balanced with measures like sales trends, traffic, in-app behavior, loyalty program engagement, and feedback from customer-facing teams.<\/p>\n Craig Brommers, CMO, American Eagle<\/strong>: If 2025 taught us anything, taking a stand is incredibly important to stand out. I think the most overrated trend is following the playbook of the crisis communications industrial complex. I believe our marketing community needs to show up with a stronger POV in the moments and places that matter most and change our mindset from managing a crisis to optimizing an opportunity.<\/p>\nGoing too big<\/strong><\/h2>\n
Going too small<\/strong><\/h2>\n
Get marketing news you’ll actually want to read<\/h5>\n
AI as a marketing magic wand<\/strong><\/h2>\n
Traditional social listening<\/strong><\/h2>\n
Traditional crisis management<\/strong><\/h2>\n
Traditional SEO methods<\/strong><\/h2>\n