As the landscape of social media evolves, 2025 brings new challenges and opportunities for brands looking to connect with consumers. From shifting attitudes toward viral trends to concerns over misinformation and platform changes, marketers must navigate a dynamic environment to remain relevant.
According to a new report from Sprout Social, 2025 is shaping up to be a pivotal year for social media strategies, with 33% of consumers finding it embarrassing when brands jump on viral trends. Meanwhile, a potential TikTok ban and ongoing political shifts could further reshape how brands engage online, particularly with Gen Z.
Consumers Demand Connection, Not Gimmicks
“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. “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.”
Sprout Social’s “2025 Index Edition XX” surveyed over 4,000 consumers, 900 social media practitioners, and 322 marketing leaders to uncover insights into what works—and what doesn’t—on social media.
Viral Trends: Cool or Cringy?
While hopping on viral trends may seem like a quick win for brands, it’s not always received positively by consumers.
- 40% of consumers think it’s “cool” when brands participate in viral trends.
- 33% of consumers find it “embarrassing.”
- 27% of consumers believe timing is key, with effectiveness dropping if brands don’t join within 24-48 hours of a trend’s peak.
Interestingly, younger consumers—particularly Gen Z—are more receptive to brands engaging with internet trends, while older demographics are less enthusiastic.
“What’s clear is that people want depth over surface-level participation,” said Revis. “Marketers should focus on understanding the nuances of the online culture in which their brand exists and engage meaningfully in subcultures their communities already value.”
The Path to Authenticity
Rather than chasing every trend, brands should prioritize creating authentic, relatable, and entertaining content. Consumers are looking for brands that “feel human” and align with their values.
“This should come as a relief to brands,” said Revis. “Instead of constantly trying to keep up with viral trends, they can focus on crafting meaningful content that resonates with their audience.”
Navigating Political and Platform Shifts
A second Trump presidency is creating additional uncertainty for marketers. From the potential TikTok ban to changes in content moderation policies, brands must adapt to a changing social media landscape.
For younger consumers, social media remains a key avenue for engagement and commerce. Nearly one-third of all consumers plan to purchase goods through social media platforms in 2025, with the number rising to nearly half among Gen Z.
At the same time, there’s growing demand for responsibility from brands: 93% of consumers believe brands should do more to combat misinformation on social media.
“The shift away from third-party fact-checking and toward tools like Community Notes heightens the need for brands to address misinformation intentionally,” Revis explained. “Transparency and accurate narratives will be critical for brands looking to maintain consumer trust.”
Moving Forward
As social media continues to transform, brands must focus on authenticity, timely responses, and a commitment to transparency. While trends may come and go, the core expectation remains clear: consumers want brands to act as genuine, trustworthy participants in the digital spaces they occupy.
By embracing these principles and staying adaptable, brands can navigate the challenges of 2025 and build stronger, more meaningful connections with their audiences.