Explore essential data insights on marketing to social media users in 2025. Stay ahead of the trends shaping the future of digital marketing
While brands often believe that jumping on viral trends is a savvy move, data from Sprout Social reveals that 33% of consumers actually find it embarrassing. This underscores the need for brands to carefully consider their approach to trends and prioritize authenticity over simply chasing what’s popular.
As consumers continue to expect active social media engagement from brands, 2025 presents unique challenges for marketers. The potential second Trump presidency, along with changing perceptions of how brands should connect with online trends, may lead some in the industry to reevaluate their strategies. Moreover, a possible TikTok ban could significantly impact how marketers reach younger audiences, especially since 82% of Gen Zers have profiles on the platform, according to recent research from Sprout Social.
“Today’s consumers expect to connect with brands on social in the same way they would connect with a friend,” said Layla Revis, vice president of social, content and brand marketing at Sprout Social, in an email. “They demand fast, personalized customer care, with roughly 3 in 4 saying they’ll switch to a competitor if a brand doesn’t respond to them on social.”
Trendy or just plain cringy?
There isn’t a one-size-fits-all approach to social media marketing. What works on one platform might not resonate on another. Adding to the complexity, audience preferences and age demographics play a significant role in shaping effective strategies. While popular trends can seem like a good way to connect with audiences, they also come with risks.
For instance, while 40% of consumers find it appealing when brands engage with trends, 33% actually feel it’s embarrassing. Timing is crucial too; 27% of consumers believe that brands should jump on trends within the first 24-48 hours to be effective. Interestingly, Gen Z consumers are generally more open to brands participating in internet trends compared to baby boomers, according to the report.
BY THE NUMBERS
33%
The percentage of consumers who think brands jumping on viral trends is embarrassing.
40%
The percentage of consumers who think brands jumping on viral trends is cool.
“What’s clear is that people prefer depth over superficial engagement from brands,” said Revis. “Marketers should concentrate on grasping the intricacies of the online culture surrounding their brand and engage genuinely with the subcultures their communities value. By emphasizing originality and authenticity, brands can connect on a deeper level and avoid coming across as performative, shallow, or out of touch.”
However, this doesn’t mean brands can’t find success on social media. According to the report, consumers are seeking relatable, authentic, and entertaining content from brands.
“Consumers appreciate brands that create content that feels human and reflects their values. This should come as a relief to brands — rather than chasing every trend, they can focus on crafting meaningful content that aligns with their audience’s interests,” said Revis.
Revitalizing social media?
A potential second Trump presidency seems to be adding more complexity to marketers’ plans for 2025. With the possibility of a TikTok ban and shifts in content moderation influenced by the new administration, the industry is facing significant uncertainties. This situation is particularly concerning for brands targeting younger audiences, who heavily rely on social media to engage with and purchase from brands, according to the report. In fact, while around one-third of consumers plan to buy goods through social media platforms in 2025, that figure nearly doubles for Gen Z consumers, reaching almost half.
Gen Z consumers are more likely to have accounts on several major social platforms
The percentage of Gen Z consumers with TikTok, YouTube and Instagram accounts is high compared to the general population.
However, there are certain things brands can do to prepare for changes and live up to what consumers expect out of social media platforms. For example, consumers also expect a certain level of responsibility from brands, with 93% of consumers saying brands need to do more to combat misinformation than they currently do.
“The shift away from third-party fact-checking on social media and toward user-based moderation like Community Notes presents both challenges and opportunities for brands…removing dedicated fact-checkers only heightens the need for brands to address misinformation with greater intention and strategy,” said Revis. “Moderation tools like Community Notes give brands an avenue to engage with their audiences transparently and contribute to accurate narratives.”
