Trend Marketing Tools as a Method of Making Media Content for Brаnd
This article discusses the use of trend marketing tools to develop brand media communications. The author’s model of the relationship of media content with branding, external context and target audience in the key of the trend marketing concept is presented. At the intersection of each of these three fields, accompanying behavior patterns and trends are formed, which become key in the development of media content. The main methods and algorithms of the concept were considered, including the stages: trend-watching, trend-forward-casting and trend-setting. The options for integrating these techniques into the development of media content are proposed, the necessity of introducing trend filtering into the development of brand content is substantiated.