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Marketing
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Offical
Marketing
Partner
Offical
Marketing
Partner
Offical
Marketing
Partner
Social media moves quickly. One week it’s a trending audio, the next it’s a new video that everyone is recreating. Sometimes it can feel almost impossible to keep up! While trends can be a great way to boost reach and visibility, the truth is that not every trend is right for every business, and chasing the wrong ones can do more harm than good.
Before you jump on a social trend, the most important starting point is knowing your audience. Who are they? Why do they follow you? What do they actually want to see from your brand? A trend that performs well for a fashion label or influencer might fall flat – or feel completely off-brand – for a professional service, government organisation or community-focused business. If your audience doesn’t recognise themselves in the content, they’re likely to scroll past or, worse, feel confused about what your brand stands for.
It’s also important to separate meaningful trends from short-lived moments. Some formats signal a genuine shift in how people consume content, or really connect with consumers and bring joy, while others are flashes in the pan that disappear as quickly as they pop up. Jumping on every new idea can lead to inconsistent messaging and a feed that lacks direction. It can also eat up a lot of your time and effort creating content that isn’t relevant to your brand!
It’s best to focus on trends that support strategy, not distract from it. When a trend aligns with your brand, audience and goals, it can be a powerful tool. When it doesn’t, staying true to your message is often the smarter move.
Some of the great and lasting trends we’ve seen in 2025 and early 2026 include:
This trend saw people revealing who the person is that they’d call in an emergency or crisis situation, by posting a video of that person doing something silly or embarrassing. This one was an easy and humorous trend to jump on, as all people had to do was capture a candid video and post it with the caption or overlayed text of the trend.
One of the most recognisable trending audios of 2025 was the Jet2Holiday ad! Millions – literally millions – of people jumped onto this viral trend, using the upbeat advertising audio from British budget airline Jet2 and juxtaposing it with photos and videos of travel mishaps and experiences gone wrong. The popularity caused it to spill over into everyday fail videos, making it a good one for brands to use to enhance relatability.
The name of this trend may sound unfamiliar, but we guarantee you’ve seen it online. This popular video trend features two people back-to-back, one emotionally lip-syncing to 4 Non Blondes’ “What’s Up?” before the camera pans around to the second person who cuts in with Nicki Minaj’s “Beez in the Trap.” This trend blew up, with celebrities like Joe Jonas, Malala Yousafzai, and Jimmy Fallon participating. In the business space, many posters used it to show off workplace friendships or the fun dynamic between a boss and an employee. Trends like this one are a great way to be a bit informal and show your audience you aren’t afraid to poke fun at yourself.
Not for the faint of heart, this challenge saw people posing in stiletto heels, crouching on one leg on top of tables, counters, and even stacks of products. A great way to show your brand getting on board – but only if you have excellent balance!
Labubus, the toothy plush toys created by Hong Kong designer Kasing Lung, saw toy company Pop Mart become a billion-dollar business in 2025 as the ugly-but-cute dolls suddenly appeared dangling from the backpacks and designer bags of everyone from Gen Zs to influencers to the Kardashians. What’s more, scarcity marketing took off in a big way with Labubu blind boxes as shoppers clamoured to hand over their money in exchange for a lucky dip-style purchase where they didn’t know which type of Labubu they were getting, from the common to rare (and therefore more expensive) versions.
Blind boxes quickly became a thing not only toy manufacturers but beauty brands, jewellery companies, and many more product-based businesses relying on the addictive nature of the trend. Social media played a huge role in this as creators posted videos of themselves unboxing their purchases, and brands often benefited from repeat business as customers made multiple purchases in an attempt to build their collections.
So, how do you gauge whether a trend is a fleeting moment or here to stay, and therefore worth getting on board? If you see it pop up multiple times over a few days, with strong engagement, it’s worth giving it a go if it fits your brand and messaging. If you only see something once or twice or people don’t seem to be responding well to it, consider giving it a miss – especially if it’s controversial! All publicity may be good publicity, but some social media trends are just bad for brand.
Not all social media trends will work for you and your brand, but it’s always worth remaining curious and open-minded. You genuinely never know when the next viral trend might pop up and be an easy to replicate and even fun way to connect with your audience, skyrocket your reach, and expand your customer base.
Feeling trendy? Chat to your digital marketing experts today and let us make your socials soar!
