Marketing

Brands jumping on viral trends is a turnoff for consumers

Photo: Generated by AI. Adobe Stock.

February 5, 2025

One third of consumers view brands jumping on viral trends as an embarrassing act for the brand though 93% believe it's important for brands to stay up on online culture.

Those are top findings from The 2025 Sprout Social Index that also revealed consumers value authenticity and relatability as top traits they value most from brands. About half state original content is what makes their favorite brand stand out on social, according to a press release on the findings.

Sprout Social's 2025 Index surveyed consumers, social practitioners, and marketing leaders to uncover the latest trends in social culture and predict brand implications for the future.

"Consumer demands grow increasingly sophisticated with each year, and this year is no different. The 2025 Index report illustrates how consumers expect meaningful engagement and cultural relevance on social media that goes beyond trend-chasing," Scott Morris, chief marketing officer, Sprout Social, said in the release. "While this may seem daunting, it can actually be freeing for marketers. Instead of continuously jumping on overly-saturated viral trends, brands can build their social presence more effectively by digging into the nuances of online culture, participating in what their communities value, and meaningfully engaging their followers on an individual level."

Additional key findings from the 2025 Index include:

• 93% of consumers think that brands need to combat misinformation more than they do today. This means brands need to actively listen to conversations about themselves, their industry, and their communities to determine when and how to respond and correct falsehoods.
• 90% of consumers have profiles on Facebook, followed by Instagram (82%), YouTube (76%), TikTok (58%), X (50%), and Snapchat (46%). When it comes to making direct purchases, Facebook is the top platform used among all consumers (39%), but TikTok tops the list for Gen Z (54%) and Millennials (47%).