Social Media Trends: Strategies for Leveraging Emerging Behaviours and Content Patterns

Okay, let’s keep this simple. Social media trends are just the stuff that’s super popular on platforms like Instagram, TikTok, Facebook, X (you probably still call it Twitter, right?), and others. It could be a meme, a viral challenge, a specific video editing technique, or even a song that everyone’s using for their Reels or TikToks.

Trends come and go real quick. What’s hot this week might disappear by next week. But while it’s trending? It’s everywhere.

And honestly, if you’re a business or a content creator and you’re not keeping up with trends… you’re probably missing out on some solid engagement.

You might be thinking — “Okay, cool, but why should I care about this?”

Well, following trends is like joining a big online convo. Everyone’s talking about the same thing, using the same meme or sound, and if your brand hops on that train, more people notice you.

Here’s what it does for you:

  • More eyes on your stuff – The algorithm loves what’s trending.
  • People engage more. Trends are fun. People like, comment, and share them a lot.
  • You seem more “in the know.” Like, you’re not that boring brand that only posts product pics.

Let’s talk about what’s happening these days on social media. Some of this stuff, you’ve probably noticed already.

1. Organic reach is seriously dropping

Ugh, this one’s tough. Organic reach (i.e., posting without ads) is no longer what it used to be, especially on Facebook and Instagram.

Even if someone follows your page, there’s a big chance they won’t even see your post unless they’ve been liking and commenting on your stuff already.

So yeah, if you’re trying to grow just by posting and hoping people see it… Good luck.

What you can do instead:
Use ads. Not crazy expensive ones, but something small. The good thing is, these platforms let you target people super specifically — like by location, age, interests, all that good stuff. (One of the best AI in marketing examples is using AI-powered tools to optimize your ad audience and copy in real-time.)

2. Video is still king

If you're not doing video content yet, you're kinda behind. Short videos like Reels, TikToks, YouTube Shorts – they’re what’s getting the clicks, likes, and shares.

People scroll fast. And video is the thing that usually makes them stop.

Quick tutorials, funny behind-the-scenes stuff, your brand story – all of that can work. And bonus: You can use one video across all your channels. Post it on IG, FB, TikTok, YouTube – maybe even LinkedIn if it fits.

3. Stories (AKA ephemeral content)

Snapchat started it. Now Instagram and Facebook have it too. Those 24-hour stories? Yeah, people love them.

There’s something about content that disappears that just makes people pay more attention. It’s like “see it now or miss out forever.” And that FOMO is real.

Brands use stories for:

  • Flash sales
  • Behind-the-scenes moments
  • Polls, questions, and quick updates

They don’t have to be perfect, either. The more real and raw they feel, the better. And yes, there are best times to post on social media stories, too. Typically, early morning, lunch hours, or just after work do great. But test it out for your followers.

4. Reviews on Facebook are a big deal

If you’re a small business, those Facebook reviews? They matter a lot.

People check them before they buy. Like real talk, 80–90% of people trust online reviews just as much as they’d trust their best friend’s opinion.

So if you’re doing good work, don’t be shy — ask your happy customers to drop a review. And if you get a bad one? Respond politely. Show people you care and that you’re listening.

5. Livestreaming is still a vibe

Going live used to be scary for some brands. But now? It’s kind of a must.

You don’t need a studio setup. Your phone works just fine.

Livestreams are great for:

  • Announcing stuff
  • Answering questions
  • Showing off new products
  • Just chatting with your audience, honestly.

Plus, people can comment live, and you can respond in real time. It’s interactive and fun.

6. People are over traditional Ads

Let’s be honest. Most people scroll right past obvious ads. Some even block them. They’re just tired of it.

So what’s the fix?
Stop selling. Start helping.

Make your content valuable. Teach something. Entertain them. Inspire them. Do anything other than “BUY NOW PLZ.”

Even when you do run ads, make them feel like regular content — not like a sales pitch.

7. Retargeting = Secret weapon

Ever look at a product online, then see it everywhere on Instagram and Facebook the next day? That’s retargeting.

And it works so well.

People don’t always buy the first time. But if you remind them, they just might. Retargeting ads help bring those almost-buyers back and seal the deal.

If you’re not using retargeting yet, this is your sign to start.

What’s next in social media?

Okay, so besides all that, here are a few newer things to keep an eye on:

  • AI’s everywhere – From writing captions to replying to comments, AI is helping brands do more, faster.
  • People are shopping right on social apps – Instagram, Facebook, and even TikTok have in-app shopping. No need to send people to a website.
  • Micro-influencers are blowing up – You don’t need to pay celebs. Influencers with 5K-50K followers often get better results.
  • Audio’s making a comeback – Think podcasts, audio rooms, etc. Some platforms are playing with this.
  • Repurposing is a smart move – Don’t create from scratch every time. Turn one idea into a video, a post, a story, a blog, a newsletter...

Final thoughts

You don’t need to follow every trend. That’ll just burn you out. But staying in the loop and jumping in on the right ones? That’s how you grow.

Watch what your audience is reacting to. Try things out. And most importantly — don’t lose your brand’s voice just to be trendy.

Social media moves fast. But if you stay flexible and keep showing up? You’ll be just fine.