Social media trends shape the digital landscape, influencing online conversations and culture. Trends can be spread through shares, reposts and memes that comment on current events, pop culture and societal norms. While many trends are harmless, others can lead to potentially dangerous activities, such as the Tide Pod Challenge. Social media can also be used as a platform for cyberbullying and social anxiety. Physicians should remain aware of social media trends and work with companies to ensure that content does not pose a threat to the public’s health or safety.
Amid a saturated social media landscape, new apps and platforms have emerged to provide alternatives for users. Some of these apps offer unique features and experiences that are capturing user attention. For example, augmented reality (AR) offers an immersive way to interact with products and services. Sephora, for instance, utilized AR to create a virtual makeup try-on feature on their app and social media channels, driving engagement and online conversions.
As a result of the saturated social media landscape, brands are increasingly shifting to original and authentic content to stand out from the crowd. Sprout’s 2025 Index found that raw, first-person content outperformed more curated content, showing how authenticity wins with consumers. In addition, a majority of social media users say the #1 thing a brand must do on social is responding to questions or comments from customers. This is particularly important for brands, as 73% of consumers agree that if a company does not respond to them on social, they will buy from a competitor.