You can call them waves.

 

Waves matter because they carry energy. A surfer doesn’t create waves; they wait for them and ride. They know that even a small wave will take them farther than they could paddle on their own. The same principle applies to social media. What we call “trends” are just waves in a different ocean.

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They’re energy that’s already moving. If you’re ready for them, they’ll take you farther than effort alone.

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We learned this with music. We were helping a streetwear brand whose market was creatives, and they loved Kanye. So when he released a new album, that was a storm forming offshore. When tracks leaked, we prepared content to pair with the aesthetic and posted out the moment the songs dropped. The algorithm wanted more of that content to push, and our audience couldn’t get enough.

 

We saw huge spikes in profile views and traffic to our site. It was better than paid boosting.We were literally riding sound waves.

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So here’s the takeaway: study the ocean you’re in. Begin to understand the waves in your vertical. They might be a new drop (car, device, capsule), an aesthetic (oldmoney, avant-garde), or a topic in conversation (eliteball knowledge). They might be in an adjacent industry like rap music is to streetwear. Whatever they are, be ready when they come, and the momentum will carry you. You’ll need the right board, waxed and waiting, because each wave has potential.

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Remember, you don’t want to spend your time paddling. If you want to move faster, you’ll want to ride a wave.

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Kanye knows. Here's one to get you started.