Sourced from Forbes
Social media is one of the most important channels modern B2C brands use to get discovered, shape audience perception and spark real interest with consumers. As people change how they browse, shop, buy and interact with brands online, social media platforms are evolving along with them, favouring authentic content that builds a sense of real connection.
For B2C brands to stay relevant and meet audiences where they are, it’s essential to stay up on major shifts and developments in social media to understand how to best leverage or prepare for emerging trends. Here, 16 members of Forbes Agency Council explore the biggest social media trends influencing B2C marketing today to help brands make informed decisions about where to focus their efforts.
1. TikTok Ads
TikTok ads are winning the game when it comes to B2C advertising. Often, they are overlooked, and now with new advancements in TikTok Shop, buyers can click through to purchase seamlessly. TikTok advertising also seems to be less expensive than buying Meta ads, and the platform often offers advertisers incentives for coming on board. – Adrian Falk, Believe Advertising & PR
2. Raw, Real Experiential Content
There is a big shift in B2C brands moving away from their ultra-polished, longstanding brand messaging toward raw and real experiential content that taps into a consumer’s vibe. Social media platforms are rewarding brand content that looks less like an advertisement and more like something a real person would post: content with personality. Brands should get on board or risk being left at the station. – T. Maxwell, eMaximize
3. Social Platforms As Search Engines
Social platforms are becoming powerful discovery and search engines, especially for younger audiences. B2C brands should treat them like modern storefronts—optimizing content for searchability and relevance. The key is knowing your audience, how they search and the type of content they trust and engage with. – Dani Mariano, Razorfish
4. Reddit
Consumers are talking about your brand and competitors’ brands in subreddits. And the major AI players weigh Reddit heavily as a trusted source. Brands that aren’t sure whether they should treat Reddit as a valuable community should check their analytics and use platforms like SparkToro to see if their target audiences are on Reddit. – Joanna Wiebe, Copyhackers
5. More Intimate Connections
One of the biggest shifts I’m seeing is the rise of intimate social—brands moving away from chasing mass virality and instead cultivating smaller, high-trust spaces like Close Friends lists, private communities or creator-led collaborations. People are tired of performative marketing; they want belonging and truth. If it deepens connection, it’s worth it. If it’s just noise, pass. – Jacquelyn LaMar Berney, VI Marketing and Branding
6. AI-Generated Creativity
AI-generated creativity will be a major trend that B2C brands need to adopt. Brands should take a closer look at AI characters, as some may fit their storytelling. Today, this approach can have a second life, especially across social platforms. Another closely related trend is AI-empowered user-generated content. However, this is an ethical question for brands, as it carries significant reputational risks. – Oksana Matviichuk, OM Strategic Forecasting
7. Short-Form Video
Authentic, short-form video continues to drive engagement across TikTok, Reels and YouTube Shorts. At our company, we guide brands to participate only when the content aligns with their tone, values and ability to sustain consistent storytelling. The key is relevance and real connection, not replication of trends. – Durée Ross, Durée & Company, Inc.
8. Authenticity Over Aesthetics
One major trend right now is the shift toward authenticity over aesthetics. Audiences are responding to real, unfiltered content like behind-the-scenes clips, founder moments and quick, honest storytelling. Before jumping in, brands should ask if it aligns with their values and voice. Authenticity only works if it’s genuine, not forced. – Bryanne DeGoede, BLND Public Relations
9. Social Commerce
A significant social media trend for B2C brands is the rise of social commerce. Brands can assess participation by considering product suitability for visually driven shopping, audience readiness and the ability to offer a seamless checkout experience. When these align, social commerce can convert engagement directly into measurable sales. – Jessica Hawthorne-Castro, Hawthorne Advertising
10. Conversations With Consumers
Being involved in community conversations across social platforms and directly conversing with the consumer is of huge importance for brands today. It helps establish brand identity and build trust with your core audience. Brands should not shy away from this, but they should be mindful of how they communicate with consumers. – Jordan Edelson, Appetizer Mobile LLC
11. DM-Driven Commerce
One trend I’ve been seeing recently is commerce moving into direct messages. Comments and messages on Instagram and TikTok are turning into carts and loyalty moments. Brands that can consistently reply and route chats into their CRM system can jump in. They can test a two-week, DM-only drop and regroup if their response time slips or the payback isn’t there. Done right, it feels like a boutique conversation at scale. – Gabriel Shaoolian, Digital Silk
12. Storytelling
Storytelling is still king. It’s what sets human creativity apart from AI content. But not every brand needs it. Some just need to give clear instructions so customers can grab the content they need and move on. While that’s true for, say, utility companies, in life sciences, for example, stories build trust with patients or healthcare providers. – Nataliya Andreychuk, Viseven
13. ‘Algorithmic Authenticity’
The biggest shift is the rise of “algorithmic authenticity.” Raw, unfiltered content now beats polished ads because audiences trust what feels real. But not every trend is worth chasing. Before you jump in, ask: Does it serve your story, or just the algorithm? If it’s not building real connection or credibility, skip the hype and focus on impact. – Lars Voedisch, PRecious Communications
14. Creator Ecosystems
The biggest trend is the rise of authentic creator-style content over polished brand ads. Consumers trust faces more than logos. Smart brands now build creator ecosystems instead of running isolated influencer deals. Before jumping in, brands should assess fit—whether a creator’s audience shares your values, tone and desired emotional response, and if they’re your target demographic. – Tony Pec, Y Not You Media
15. Private Groups And Niche Communities
There does seem to be continued growth of private groups and niche communities. Platforms such as Next-door, a private social network that connects neighbourhoods to discuss local issues, offer opportunities for brands to hyper-target not only geographically and democratically, but also behaviourally and by interest. – Ellis Verdi, DeVito/Verdi
16. Creator-Driven Microcontent
A major social media trend for B2C brands is the rise of authentic, creator-driven microcontent—short, unscripted videos that build trust faster than polished ads. Before jumping in, brands should assess whether their voice fits naturally in that space. If authenticity feels forced, it’s better to collaborate with creators who already embody the brand’s values and audience tone. – Paula Chiocchi, Outward Media, Inc.
Feature image credit: Getty
