Social media news trends are ephemeral content types that capture the attention of a social audience, often with an element of surprise. These can take many forms, including discussion topics, memes, short-form videos, challenges and more. Often, these trends are created by influencers or users with large followings who create and share the content with their audiences.
As a result, brands seeking to participate in social media trends should understand how they can do so without offending or embarrassing their audiences. This is especially important considering more than a quarter of consumers say jumping on viral social media trends is embarrassing for brands. Additionally, more than a third of consumers think brands should only jump on trending content if it’s original and not something they’ve seen before. This can be challenging for teams that have long approval processes and are unable to act fast enough to capitalize on rapidly evolving trends.
It’s also important to note that despite the rise of ephemeral content, a majority of American adults still get their news from social media. This includes one-third who report that they get their news on TikTok, where the most popular accounts combine entertainment and pop culture with a dose of politics. While the platform’s political slant has caused some to question its long-term sustainability, it continues to play a major role in American news consumption.