Social media trends come and go quickly, so staying ahead of them requires agility and foresight. Often, they’re a short-lived opportunity to create buzz and engagement with an audience, but they can also provide valuable insights into what audiences want to see from brands. Whether leveraging memes to get a good laugh or using TikTok or Instagram Reels to demonstrate product functionality, social media trends offer opportunities for brands to stand out and engage with their audiences.
With the average attention span for content online now less than 2.5 minutes, organizations need to find unique ways to reach and retain users. The best social media marketers have found that personalizing their content and embracing community engagement is key to building brand awareness and fostering loyalty.
In the last year, 43% of brands have experimented with a different tone or personality on social platforms. Some organizations have taken their creative exploration to the extremes, while others have been more subtle in their changes to voice. Hever Castle’s playful Instagram posts or the official TikTok account for the Paralympics are great examples of businesses finding unique voices that fit their platform and culture, while still retaining their brand integrity.
Short-form video continues to dominate the social media landscape, and it is becoming increasingly common for organizations to feature their own employees in videos that highlight their workplace culture. This trend also addresses the need for humanizing complex B2B products, with companies like Semrush and Drunk Elephant Skincare highlighting team members who embody their values and expertise.