Sourced from The Drum
From unhinged content and creator chaos to community-powered growth, big shifts are happening in social and marketers can’t afford to scroll past them. This cheat sheet breaks down 10 of them.
Social media never sleeps. While you were scheduling your next brand post, entire trends popped off, platforms rebranded and Gen Z decided the algorithm was a vibe or a villain depending on the day. But while the formats change and the filters glitch, one thing holds true: social is still where culture starts.
We’ve decoded 10 trends shaping social right now and, because this is Social Media for Drummies, we’re not stopping at observation – we’re giving you a tactical tip for each one. So, keep scrolling the feed to discover what’s trending and what it means for you.
1. Unhinged authenticity is in
What’s happening: Perfect is out. Personality is in. From Ryanair’s sassy airplane to Duolingo’s chaotic owl, brands are ditching the polish and embracing self-aware, lo-fi content.
What to do about it: Ditch the corporate script. Test reactive, personality-driven content – especially in comments or TikTok duets. Bonus points for in-character responses.
2. Creators > influencers
What’s happening: It’s not about who has the most followers but who has the most influence. Niche creators with tight-knit communities are winning trust and conversion.
What to do about it: Audit your creator roster. Shift budget toward micro and niche creators who genuinely align with your brand values, not just aesthetics.
3. AI as your social sidekick
What’s happening: Generative AI is helping brands write captions, edit videos and ideate campaigns faster, but authenticity still rules.
What to do about it: Use AI for speed, not tone. Let it generate first drafts, but always humanize and sense-check. Start small: repurpose existing posts into new formats using AI tools.
4. Social search is the new SEO
What’s happening: TikTok, Reddit and even Instagram are now search-first platforms for Gen Z. Traditional search is losing relevance for lifestyle and product queries.
What to do about it: Optimize your posts like you would a blog – strong hooks, keyword-rich captions, relevant hashtags. Create Reels or TikToks answering real user questions.
5. Short-form video is the default
What’s happening: Reels, Shorts and TikToks dominate discovery and engagement. Attention spans are short, scrolls are infinite.
What to do about it: Go vertical. Use captions on screen. Hook in the first three seconds. And always design your videos for sound-off and sound-on.
6. Reactive listening = real-time wins
What’s happening: The trend cycle is faster than ever. Brands such as Chipotle, Ulta, and Dove win when they act fast, not when they overthink.
What to do about it: Set up daily trend tracking. Use tools such as TrendTok or TikTok Creative Center. Empower your social team to act in hours, not weeks.
7. IRL x URL = maximum reach
What’s happening: Social isn’t just reflecting events, it’s driving them. IRL activations are being designed for TikTok-first moments.
What to do about it: Treat every event like a content shoot. Create Instagrammable sets, brand filters, creator invites and social-first storyboards before doors even open.
8. Digital detox is real
What’s happening: The rise of ‘dumbphone’ minimalism and burnout culture is shifting how audiences want to engage. Slow, intentional content is gaining traction.
What to do about it: Test longer-form posts, emotional storytelling or series-based content. Meet your audience where they are, even if they’re slowing down.
9. Community is the new currency
What’s happening: Brands such as Glossier and Discord-based communities are winning by treating followers like co-creators, not passive audiences.
What to do about it: Invest in community managers. Launch private spaces (Discord, Geneva, IG Close Friends). Build loyalty by involving fans in product ideas or creative direction.
10. Social = commerce (yes, still)
What’s happening: Live shopping may be stalling in the west, but shoppable content and in-app checkout are still booming across TikTok and Instagram.
What to do about it: Simplify the path from discovery to checkout. Use TikTok Shop or Instagram tagging. Partner with creators who know how to demo, not just promote.
One thing’s for sure, social doesn’t stand still – and neither should your strategy. Trends are tools, not just noise. When you understand where the culture is going, you can design content (and campaigns) that don’t just ride the wave, they help make it.
Feature image credit: dole777 on Unsplash
