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Should Your Business Jump on Social Media Trends in 2025?

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Published on January 14, 2025

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If you’ve been trying to grow your business on social media, you’re probably been told to chase down the latest trends and hop onto the bandwagon. However, in 2025, repeatedly jumping onto trends might not be the smartest option for your brand.

According to the latest edition of the Sprout Social Index, more consumers are being put off by companies that trend hop – especially if the trends these brands engage with don’t correlate well with its niche or target audience.

To help you create an effective social media strategy in 2025, I’m going to delve into more of the interesting stats found in Sprout Social’s study, and uncover what your business can do to interact with your target audience more authentically online.

What the Study Found

To conduct this year’s Sprout Social study, the company surveyed over 4,000 consumers, 900 social practitioners, and 300 marketing leaders across the US, Canada, the UK, and Australia. The collected data was then analyzed to understand how consumers interact with social media and perceive trend-based content from brands.

One of the most important findings from the study was in relation to how consumers perceive brands that typically hop onto a revolving door of trends. Though 40% of consumers found trend-hopping cool, 33% found it embarrassing while the following 27% only found it effective within the first 24-48 hours of a trend’s lifespan.

But with such a difference in opinion from consumers, how can you decide which trends to avoid? Well, by understanding your target audience first.

If you know what your audience is looking for, it’ll be easier to highlight trends that are more likely to resonate with them. You can also, then, start decreasing or increasing the number of trends you participate with based on this knowledge.

💡Other useful study stats:

93% of consumers think that it’s important for brands to keep up with online culture
30% of consumers plan to use more social media in 2025, while 56% plan to maintain their current use
To keep up with trends, 51% of consumers opt for Instagram and Facebook, but 37% prefer YouTube and TikTok
93% of consumers think that brands should be more pro-active when combating misinformation

What Do These Findings Mean for Your Business?

When you see a fresh trend take off, it can be tempting to jump on it in the hopes of acquiring some extra views. But how can you make sure that a trend is worth it?

Instead of jumping on every trend that comes your way, I recommend focusing more on developing your distinct brand identity first. This sense of identity should not only encompass your brand’s visual style, but also your tone of voice and how you communicate with your audience.

Once you have a clearer understanding of your brand’s personality, it’s easier to find more fitting trends to participate in – most importantly, trends that best reflect your brand and its values. The study also found that authenticity and relatability was highly valued by consumers, so this step should help you improve how your brand is perceived as a whole.

A photo of two Semrush memes from their linkedin page covering pop culture — Semrush uses viral memes to reflect its fun sense of humor. It reframes pop cultural references in a way that makes its target audience (marketers) laugh. Source: Website Builder Expert

Additionally, before you dive into a new trend, don’t forget the human-centric approach. Ask yourself why you’re interested in this trend, what story you’re trying to tell, and if the contents of the trend is really relevant to your audience and its unique needs. The aim is to create a deeper connection with buyers, not alienate them from you.

So, though you don’t have to give up social media trends altogether, it’s worth re-evaluating your current strategy. Does your content speak to audiences, or at them, in 2025?

Ready to take a look at some trends? Check out our round-up of TikTok trends for your business in January 2025.

Written by:

Holly Choules Writer

Holly Choules is a Writer at Website Builder Expert with a background in researching and crafting engaging content for digital platforms. In previous roles, she has demonstrated her wordsmith skills by writing for public facing brands in a range of industries. After gaining hands-on experience using leading website builders, like Wix and WordPress, she is now keen to share her findings through informative, easy-to-follow articles that help small business owners get online and grow their presence. Since joining the team in 2024 and transitioning into the tech sphere, Holly is passionate about applying her three years of content writing experience and upholding Website Builder Expert’s position as an authoritative source on website builders, ecommerce, and digital marketing.