Social media trends come and go at a rapid pace, and it can be difficult for marketers to know when to join in or stay away. When brands jump into trends without a clear strategy, they may risk appearing inauthentic or disappearing in a sea of identical posts. Conversely, when brands take the time to understand a trend and make strategic decisions about how to participate, they can maximize their potential for success.
As traditional news sources continue to struggle, audiences are turning to social media and video platforms to stay informed. The 2025 Digital News Report finds that people are relying more on these sources for their daily news, while decreasing their dependence on TV and print. As a result, more Americans say they regularly get their news from sites like Facebook, YouTube and TikTok than ever before. Interestingly, younger demographics are more likely than older ones to say they regularly get their news from sites like Instagram, Reddit and X (formerly Twitter).
In addition to their use of the latest social media trends, many marketers are embracing the rise of creators and influencers. They are not only seeking content creators with large followings but also those with smaller followings who can provide more authentic and engaging content for their audience. This is a significant shift from the previous focus on big-name celebrities and influencers with recognizable personal brands.
In addition, consumers are doubling down on their customer service standards, demanding premier experiences from brands they follow. This means that companies that are able to provide personalized responses to their customers’ questions are likely to see more engagement and sales.