You’ve been scrolling, reading, casually minding your business, and suddenly: em-dashes. Everywhere. They’re cropping up like mushrooms after a summer rain. You can’t unsee them.
At first, it’s fun… like a little grammatical scavenger hunt. Then it’s annoying. And eventually, it gets suspicious. Because how is it that people who don’t know the difference between you’re and your are suddenly using the em-dash, which has previously been reserved for writers and the grammatically elite?
Before you go blaming AI (though its mugshot is definitely in the lineup), let’s talk about what’s actually going on in your brain.
Meet Your RAS – and Its Sidekick, the Frequency Illusion
The Reticular Activating System (RAS) is a network of neurons at the base of your brain that acts like your mental bouncer. It decides what information gets in and what can bounce. Because your brain is bombarded by millions of bits of sensory data every second, your RAS filters based on what it thinks is important to you – what’s relevant, interesting, or emotionally charged.
So when something pops onto your radar – like a car you’re thinking about buying, a new hobby you’re into, or, yes, an em-dash – your RAS starts serving it up everywhere. It’s not magic. It’s neuroscience.
This cognitive glitch has a name: the frequency illusion, also known as the Baader-Meinhof phenomenon. Once something’s on your radar, your brain starts scanning for it on autopilot – and suddenly, it feels like the world is full of em-dashes, retro fonts, and Stanley tumblers.
So no, there may not actually be more em-dashes (well, maybe a few more). You’re just noticing them now because your brain decided they were relevant. And you’re not alone. It happens collectively, too. When something becomes popular – a style, phrase, tone, even a punctuation mark – more people use it, more people notice it, and the cycle snowballs.
Which brings us to the real takeaway…
How to Hack the RAS in Your Marketing
If you understand how your audience’s brain filters information – and how that filter can be influenced – you can create marketing that cuts through the noise and sticks.
Here’s how to use it (ethically, of course):
- Tap into what your audience is already seeing.
If your people are constantly referencing a phrase, an aesthetic, or a mood, lean into it. Use that awareness to guide your creative direction and campaigns. It’s easier to meet attention where it already is than to redirect it from scratch. - Make the familiar feel fresh.
Our brains are drawn to the recognizable with a twist. So remix a well-known meme format, nod to a current tone of voice, or riff on an inside joke your audience is already in on. It builds connection while still feeling original. - Speak their language – visually and verbally.
When your content mirrors what your audience’s RAS is scanning for (design trends, phrasing, content formats), it earns more attention. They’re more likely to stop scrolling and start engaging.
A Quick Reality Check on Trends
Let’s be real: viral audio and trends can be fun and sometimes even strategic. But they shouldn’t be the backbone of your brand.
Unless you’re a content creator who thrives on trend cycles, trying to chase every meme or trending audio will burn you out and water down your message. It’s a fast way to confuse your audience, or worse, lose their trust.
Consistency, clarity, and connection? Those are the long-game strategies that build loyal communities and sustainable brands. (Not just fleeting views.)
The Catch: It Has to Be Authentic
Not every trend is your trend.
Just because your audience is noticing something doesn’t mean you have to use it. If a format doesn’t align with your brand voice, vibe, or values, skip it. Chasing relevance for its own sake can make your content feel try-hard or cringey, and nobody wants that energy in their feed.
Em-dashes, for example? When used intentionally, they feel sophisticated, even intellectual. But now that they’ve gone mainstream – and gotten tangled up in the AI content debate – they’ve become shorthand for overly polished, possibly robotic writing. (Still worth it, in my opinion. I’m a recovering lifelong comma splicer; semicolons and em-dashes are vital to my ongoing recovery.)
Same goes for viral audio, trending memes, and TikTok formats. They can be powerful, if they’re done well, on time, and in a way that fits your brand. Otherwise? Sit it out. Another trend will be along in about 15 minutes.
Before you jump on a trend, ask:
- Is this trend aligned with our voice and values?
- Will this attract the kind of customer I want, or confuse them?
- Does this format add to the message I want to share?
- Could this trend backfire or create friction with my audience?
- If it all passes the vibe check, go for it. If not? Keep doing your own thing, that’s what your people are really here for anyway.
Before TikTok, There Was “Wassup” (And even before that, there were jingles)
Trends didn’t start with social media. We’ve been riding the wave of collective catchphrases and cultural moments since long before TikTok got us dancing in driveways.
Take Budweiser’s iconic “Wassup” commercial from 1999. It started as a weird little beer ad and turned into a full-blown cultural phenomenon. Everyone – your best friend, your boss, your grandma’s bowling league – was saying it.
Or the “Got Milk?” campaign. It made milk (milk!) cool. And who could forget Verizon’s “Can you hear me now?” A catchphrase so sticky it practically sold the entire network.
These weren’t just trendy moments. They were strategic brand moves, built on clarity, consistency, and an eerie understanding of what would land. They didn’t jump on the bandwagon – they were driving it.
So yes, today’s trending audio and memes can help you ride the wave. But when your brand leads with originality and confidence? That’s when you create waves instead of chasing them.
Because the best viral moments aren’t just reactions to what’s popular. They become what’s popular.
Hall of Fame: Trends That Have Staying Power
These are viral moments and content formats that most brands can use (no dance moves required) and still come across as fun, relatable, and relevant.
- “We listen and we don’t judge.”
Perfect for team faves, hot takes, guilty pleasures, or harmless customer confessions. - “Nobody’s gonna know. They’re gonna know.”
Great for playfully showing little “insider” secrets, office hacks, or those behind-the-scenes shortcuts that don’t compromise quality but add personality. - “Expectation vs. Reality.”
A classic format that’s endlessly adaptable for highlighting real customer experiences or poking fun at industry clichés. - “How it started vs. how it’s going.”
Works for brand growth stories, customer transformations, or even product evolution. - “Oh no, Oh, no, Oh, no, no, no, no, no,” (From The Shangri-Las) or the other “ohhh… n… no” (From Brooklyn 99)
Dramatic and great for funny mistakes, bloopers, fails, or client misadventures. The first is a bit more playful, and the second is more serious. - “Tell me without telling me.”
A fun way to spotlight your vibe, values, or quirks. - “This is [x] and you’re going to listen to what [x] has to say.”
Direct and playfully threatening. Memorable. Gets to the point fast. Use it to highlight a product, a testimonial, or expert advice.
The Bottom Line?
AI isn’t the only one using em-dashes. Your RAS is powerful. With great power comes great responsibility.
Want to stop chasing every shiny trend and start crafting a strategy rooted in what really works for your brand?
That’s my favorite kind of work.
Let’s make your marketing feel alive again.
Book a G.R.O.W. Strategy Session, or send me a note. I’d love to help your next idea take root.