Is That Dance Video Really Marketing or Just a Distraction?

And the caption? Something like, “Just having fun today!” or “Trying something new!”

Eh well, we have an opinion.

But here’s the uncomfortable truth: a lot of what brands are calling “marketing” is actually just a cry for attention.

We call it the Dancing Inflatable Man Problem, named after those wild, wavy-armed blow-up guys you see outside used car lots. They’re great at grabbing attention from drivers on the road. But do they really influence whether you buy a car? Of course not.

That’s what this kind of gimmick content does. It waves its arms around online and hopes someone notices. But what happens when they do? Does that attention convert into revenue? Trust? Long-term customers?

Let’s break this down: the pros, the cons, the psychology behind buying behavior, and the smarter way forward.

The Real Problem

There’s a real pressure right now for brands to be visible on social media. And visibility has come to mean following trends, doing what everyone else is doing, and hoping for viral results.
But here’s the thing: not all attention is created equal.
When brands chase the algorithm instead of a strategy, they often end up creating content that entertains, but doesn’t educate, differentiate, or drive business.
It’s fun in the moment, but long-term? It’s a distraction from what makes you money and what makes you valuable.

Why Gimmick Content Can Work (When Used Strategically)

We’re not totally anti-trend. There are moments when trendy or entertainment-based content can play a role if it’s done on purpose and with a plan.

It Boosts Visibility, Fast

Let’s give credit where it’s due. Short-form trend content does get eyeballs. If your goal is reach, hopping on a viral trend can amplify your visibility overnight. The platforms reward it. The audience eats it up. It’s the digital version of yelling “Hey! Over here!”
But just like that inflatable guy, visibility isn’t the same as influence. And it has to be followed by something more substantial or it fades fast.

It Humanizes the Brand (When Done Authentically)

Here’s the catch. Authenticity isn’t about copying what everyone else is doing. It’s about showing who you are in a way that fits your brand, your culture, and your audience.
If your team is naturally playful and your internal culture is already full of humor, jumping on a trend might make sense. But it should still be tied to your voice, your audience, and your offer.

Here’s how to do it authentically:

• Use team content to show what working with you is actually like, not just what’s trending.
• Let real people tell real stories, not act out scripts they’d never say.
• Only post it if it reinforces how you want to be perceived by actual buyers.

Ask: Would we be proud to show this to our best client?

In our own agency, we’ve found that videos where our team casually breaks down a client problem or shares a behind-the-scenes decision get more meaningful engagement than any trendy soundbite ever did.

It Keeps You Culturally Relevant (If You’re a Lifestyle Brand)

Here’s the nuance most people miss. Cultural relevance isn’t required for every brand.
If you’re in a lifestyle industry like fashion, food, entertainment, or wellness, then aligning with trends and internet moments can keep you part of the conversation. It’s part of the product. Part of the appeal.

But if you’re in aervice based business, healthcare,  or likley any B2B business you probably don’t need to weigh in on the latest TikTok trend or create a parody of a pop song.

In fact, doing so can backfire. It can dilute your expertise, confuse your audience, and make you look out-of-touch instead of current.
Relevance doesn’t mean trendy. It means aligned with what your customers actually care about. And in a lot of industries, that’s trust, clarity, and competence, not clever dance moves.

Why Gimmick Content Usually Fails the Strategic Test

Now let’s talk about what happens when trend-chasing becomes your content strategy.

It Confuses Entertainment with Intent

Getting laughs or likes isn’t the same as building a sales pipeline. If your content brings in an audience that has zero interest in your services, that’s not marketing. That’s noise.

It Weakens Brand Authority

Inconsistent messaging kills trust. If you want to be seen as an expert, a guide, or a premium solution, you can’t also be the class clown. Unless you’re literally selling jokes, there’s a disconnect.

It Sucks Resources from What Actually Drives Revenue

Every time your team spends energy making gimmick content, that’s energy not spent on customer education, problem-solving, sales enablement content, SEO-driven pages, or thought leadership.
We’ve seen companies spend weeks creating trendy social posts while their email sequences, case studies, and sales pages sit untouched. And they wonder why leads stall.

It’s Imitation, Not Innovation

Most gimmick content is just re-skinned versions of the same idea. Following trends isn’t the same as leading a market. And when buyers are trying to decide who to trust, they’ll go with the expert, not the echo.

What Buyers Actually Respond To

Here’s what often gets overlooked in all of this. People don’t buy from you because you danced to the latest sound clip. They buy because you help solve a problem they care about.

Consumers are more practical than most marketers give them credit for. They’re looking for trust, clarity, and confidence in the person or business they’re buying from.

When you chase trends for the sake of reach, you’re not building that confidence. You’re building noise.
Sure, dancing videos or other trend content might temporarily boost your reach. They might even make you feel like the algorithm is finally paying attention. But attention is not intent. And intent is what drives business.

Should You Even Be Doing It?

That’s the real question. Is it worth it? In most cases, there are better ways to spend your time and creative energy.
These trend-chasing videos can feel fun for your team, and there’s nothing wrong with boosting morale. But from the outside looking in, they can also give off the wrong signals.

They might say, “We’re trying to stay relevant,” but what the audience hears is “We’re trying to be like everyone else.”

It can make your brand seem reactive, not strategic. Desperate, not confident. Opportunistic, not credible.
When you follow trends, you’re not leading your industry. You’re echoing others. You’re not differentiating. You’re becoming a me-too brand.
The exception? When you create something unique to your company. When you develop your own voice and format that happens to be fun or entertaining. That’s different. That’s aligned. That’s authentic.

But copying what everyone else is doing because it might give you a short-term bump in reach? That’s a tactic built on shaky ground. And it rarely works in the long run.

So What Should You Do Instead?

It’s simple. Make content that aligns with what you sell, who you serve, and the problems you solve.
And yes, it can still be short-form. It can still be fun. But it should also be valuable, relevant, strategic, and sustainable.

Here are a few formats that outperform gimmicks:

• Answer your customers’ biggest questions, one per video.
• Show real team members doing real work.
• Share client wins with a quick before-and-after.
• Break down a myth in your industry.
• Respond to a news headline with expert commentary, if it actually relates to your space.

Is Your Content a Distraction or a Driver?

If you’re unsure whether your content is building your business or just filling the feed, ask yourself:

• Does this connect to our offer or expertise?
• Would a future buyer find this helpful or just funny?
• Is this attracting our ideal customer or a random audience?
• Are we showing up as the brand we want to be?

If the answer is no, it might be time to deflate that inflatable man and try something smarter.

The Bottom Line

Marketing isn’t about being seen. It’s about being seen by the right people, in the right way, at the right time.
If you’re spending your time chasing attention, you’re missing the real opportunity: building trust, solving problems, and creating content that actually supports your sales.