Why understanding social media tradition is a should

The world huge net was a fad turned mainstay. Leaving somebody out of your MySpace High Eight created lunchroom drama. A photograph of your favourite meal wasn’t full with out a Sierra or Willow filter. Watching YouTube meant seeing track remixes impressed by viral information clips, laughing at unhinged skits and studying from magnificence gurus—the OG influencers. The Canine Lens was a should for Snapchat selfies. The hashtag gave a brand new which means to the pound signal. On-line communities had been catalysts for social actions and created the 24-hour information cycle. Vine walked so TikTok may run—and are you even a vet in case you by no means tried the Renegade?

Each technology has core reminiscences like these as a result of social media is the epicenter of contemporary tradition. The Sprout Social Index™ exhibits at present’s shoppers use social media to maintain up with traits and cultural actions, much more than TV and streaming companies, speaking to family and friends, and different digital media.

Understanding social media tradition is a non-negotiable for manufacturers. We spoke to social media consultants to discover the advanced dynamics of social media tradition. We’ll focus on the important thing facets of social media tradition and the significance of cultural fluency, from amplifying model efforts to securing extra govt buy-in.

Meet our consultants

Meet our consultantsMeet our consultantsMeet our consultantsMeet our consultantsMeet our consultants

Title: Kikora Mason

Firm: Chase

Title: Vice President, Social Media + Group Administration

My definition of social media tradition:

Social media tradition may be outlined because the behaviors, traits, values and expressions that emerge from how individuals work together on digital platforms. It encompasses the way in which individuals and communities work together and have interaction. A latest, well timed instance can be Kendrick Lamar’s Large Recreation halftime efficiency. It was the proper recipe to outline social media tradition: virality, engagement, impression, id/self-expression and platform affect.

 

The evolution of social media

“Social networking, because it was as soon as known as, started as a option to join with classmates outdoors of the classroom. Now, [social media] is so ingrained in lots of elements of our lives, particularly entrepreneurs. Model-consumer communication lately is extra prompt, clear and community-driven than ever earlier than. It’s actually necessary for manufacturers to adapt to those adjustments. In any other case, they run the chance of shedding belief from their viewers,” says Kikora Mason, Vice President, Social Media + Group Administration, Chase.

To know social media tradition, it’s necessary to learn about key milestones over the previous a number of years. These embrace the rise of the influencer-creator economic system, video content material, community transformation and neighborhood administration.

Influencers and creators create a brand new expertise economic system

The expansion of the creator economic system has modified social media tradition. Influencers and creators drive traits and form public opinion. With a various pool of creators and influencers that attraction to varied audiences, niches and industries, manufacturers aren’t restricted to collaborating with celebrity-level individuals as a result of there’s worth in working with smaller creators and influencers. The way forward for influencer advertising and marketing is vivid for creators, influencers and types.

“Altering social-economic dynamics and the rise of the web and digital units has pushed web tradition at an exponential fee. This has led to the rise of extra platforms investing in [independent content creators and influencers]. Manufacturers have to reap the benefits of this new creator economic system as a result of it has confirmed to be extra impactful (and cost-effective) than conventional advertising and marketing methods,” says Annette Chacko, Content material Strategist at Sprout Social.

Video dominates social media feeds

Video has been a prime social media development for years. Networks like TikTok, Instagram, YouTube, Reddit and LinkedIn supply long- and short-form video codecs, making video content material a transparent precedence throughout networks. And though TikTok’s future within the US is unsure, it’ll stay a central part in worldwide markets. With the expansion of dwell streaming, manufacturers can work together with audiences in actual time and expedite the customer’s journey. Total, video has reshaped the way in which companies and shoppers attain and have interaction with their audiences. It’s turn out to be a necessary a part of model storytelling.

Community transformation influences commerce and tradition

The transformation of social media networks has impacted commerce and tradition, reshaping client conduct and model engagement. Social networks are not only for sharing selfies or chatting with buddies. They’re a market for items and companies, with in-app e-commerce functionalities and dwell opinions a la your favourite influencer.

In keeping with The Sprout Social Index, 81% of shoppers report social media influences them to make spontaneous purchases a number of occasions per yr. One other 28% say they make impulse buys no less than as soon as a month. Social can also be a principal channel for customer support the place client requirements stay excessive—73% of social customers agree that they’ll go to a competitor if a model doesn’t reply on social media. Total, shoppers flock to social once they’re trying to purchase one thing.

Area of interest pursuits and sub-communities take heart stage

Chacko says sub-communities join individuals throughout the globe and empower them to crowdsource concepts and democratize info that isn’t all the time accessible.

“[Social media culture] has allowed individuals to achieve information that’d in any other case be tough to realize based mostly on socioeconomic and different elements. For instance, Vivian Tu, also called @YourRichBFF is a well-liked influencer with 3.2M followers, who shares recommendation on monetary literacy for younger individuals serious about studying the way to make sound investments and develop wealth,” she says.

#BookTok and #Studygram are different nice examples of sub-communities on TikTok and Instagram. #BookTok is centered across the love of studying, which has impacted the publishing trade and elevated reputation for some authors and books. “Studygram” consists of students that publish content material about their educational journeys. They share aesthetically pleasing notes, organized desks, research ideas and motivational quotes. Each communities have created norms about submit codecs and hashtags.

Group administration has shifted from broad, generalized engagement to a extra nuanced method that caters to area of interest pursuits and sub-communities. Manufacturers now acknowledge the worth in fostering deep connections with particular teams, resulting in extra tailor-made, significant experiences each on and offline.

The position of social media in shaping trendy tradition

Social media offers a glimpse into the traits and problems with at present’s society by providing a window into what individuals care about and the way they select to precise themselves.

“Social media is the heartbeat of web tradition—it’s the place traits are born, concepts are shared and folks join throughout the globe. Social is a mirrored image of us—ever-changing, endlessly artistic‌ and deeply related,” says Rachael Goulet, Director, Social Media at Sprout.

Social media networks have revolutionized how shoppers and types talk and work together. Networks have modified the paradigm from one-way communication to a extra interactive 1:1 mannequin.

“What defines social media over different types of media is the flexibility to take part. Whether or not via polls, remark threads or duet challenges, the platforms thrive on two-way interplay. Web tradition is co-created—everybody has a task to play,” she says.

Manufacturers additionally use social media to construct genuine relationships, reply to suggestions in actual time and create content material that resonates with their viewers—hopefully sufficient to retain or convert them into clients. Additionally they use social media to assist within the analysis and growth of their services and products. Index knowledge displays shoppers’ worth these touchpoints.

When requested what makes their favourite manufacturers stand out on social, 63% mentioned the standard of their services or products, adopted by unique content material (46%), viewers engagement (36%) and the way rapidly they reply to clients (24%).

Social media performs an element within the cultural zeitgeist by offering a platform for communication, customer support, commerce, neighborhood constructing‌ and content material creation. There are a number of key facets of social media tradition entrepreneurs ought to perceive.

Key facets of social media tradition

The 2025 Sprout Social Index reveals that 93% shoppers suppose it’s necessary for manufacturers to maintain up with on-line tradition.

“Social media tradition is a tradition of immediacy and ephemerality with real-time updates and disappearing content material. Understanding these key facets is essential for navigating the ever-evolving panorama of web tradition and creating efficient social media methods. By embracing web tradition and its traits, and understanding its impression, you possibly can join together with your viewers in a significant manner,” says Savanna Sargent, Supervisor, Content material at Sprout.

She compares social media to hundreds of thousands of city squares, every representing varied experiences and views. These city squares turn out to be interconnected via the important thing parts of social media tradition, together with algorithms that personalize on-line experiences.

Let’s discover the core parts that drive the ecosystem of social media tradition: viral moments, visible content material, short-form video, user-generated content material, influencers and creators, and sub-communities and niches.

Viral moments and traits

Goulet says web tradition thrives on virality. These moments create shared digital experiences, bringing individuals collectively in a manner that feels private however scales globally and quickly. Additionally they mirror collective pursuits and humor.

Take into account the rise of memes. They’re a cornerstone of social media tradition as a result of they’re a common language—humorous, relatable and rooted in shared experiences or traits. Viral moments and traits are a technique manufacturers can take part in social media tradition.

Though shoppers anticipate manufacturers to maintain up with social media tradition, they don’t need them leaping on each development for the sake of it. Index knowledge exhibits over 1 / 4 of shoppers agree it’s solely efficient if the model can take part inside one or two days after the development emerges on-line.

The takeaway? Perceive the nuances of viral moments and traits throughout the scope of your model id. Solely take part if it is smart on your model.

“When a model faucets right into a meme authentically, like when Duolingo makes use of its quirky owl mascot to affix trending humor, it turns into a part of the dialog as an alternative of simply observing it. This integration builds model character and makes individuals really feel just like the model ‘will get it,’ creating a way of connection,” says Goulet.

Visible content material

Textual content threads, pictures, video, GIFs, carousels, infographics—whatever the medium, visible content material dominates social media feeds. Collaborating within the tradition means producing visible content material that interrupts doom scrolling.

Visible content material is eye-catching and captures consideration, however there’s one other factor of why it’s so standard: edutainment. Edutainment blends academic content material with leisure and it’s precisely what trendy shoppers anticipate from manufacturers. The 2024 Social Media Content material Technique Report discovered 66% of social customers discover edutainment to be essentially the most partaking of all model content material, much more than skits, memes or serialized content material.

Quick-form video

Quick-form video is without doubt one of the hottest kinds of visible content material. Main networks like TikTok, Instagram, YouTube and LinkedIn all supply short-from video as a storytelling medium.

“It’s fast, digestible and faucets into our quick consideration spans. Quick-form video isn’t simply content material—it’s emotion-packed leisure or schooling in beneath a minute. It drives traits, sparks conversations and offers everybody, from manufacturers to creators, a robust option to present relatively than inform,” Goulet says.

Person-generated content material

Person-generated content material (UGC) is the spine of authenticity on-line. “Whether or not it’s a buyer evaluation, an unboxing video or a hilarious tackle a model problem, this kind of content material creates a way of neighborhood. Individuals belief individuals, not polished adverts. When manufacturers embrace UGC, they amplify actual voices and construct stronger connections,” Goulet says.

Because the coronary heart of UGC is authenticity and relatability, it may be a chance for manufacturers to ascertain belief and construct model consciousness. Person-generated content material creators—who don’t want giant followings or recognizable private manufacturers—are necessary contributors for manufacturers in search of content material that appears and feels natural.

Influencers and creators

Influencers and content material creators are cultural architects, as Goulet describes them. Influencers and creators share traits, set aesthetics and form public opinions. Whether or not it’s a distinct segment micro-influencer or a viral mega-star, their means to humanize content material and make it relatable is unmatched. By teaming up with influencers, manufacturers can join into new audiences and craft content material that resonates, which might result in boosting engagement and driving gross sales.

Mason describes influencers as cultural tastemakers who impression client conduct. She says influencers are positioned as trusted buddies who’ve one of the best, relatable suggestions on something from style to finance to magnificence. They’re additionally the bridge between manufacturers and shoppers.

“Today, shoppers are much less more likely to go to a model’s social footprint to study extra a few product. If they need an correct evaluation, with no filter, they’re extra more likely to do analysis on TikTok or go to their favourite influencer’s web page for steering. There’s one thing about word-of-mouth advertising and marketing that works. It’s easy and actual,” she says.

On-line sub-communities and area of interest pursuits

Mason says subcultures on social media are the driving drive behind many traits and cultural moments. She says subcultures beginning necessary cultural conversations, however influencers have the facility and authority to drive these conversations purely off their social affect.

“What begins as area of interest, slang or inside jokes can simply go viral, shaping how extra individuals talk on-line. This form of affect may be thrilling to see in actual time, nevertheless it’s additionally critically necessary to recollect and acknowledge the communities that begin the traits to keep away from appropriation or taking credit score for one thing when it’s due some other place,” she says.

She says as influential as content material creators are, there’s nonetheless an ongoing concern of systemic pay gaps for Black creators specifically. A number of research have revealed lately that Black creators, together with different creators from marginalized backgrounds, are routinely supplied decrease charges than their white counterparts with comparable followings.

“There’s extra to share right here, however the common sentiment is that there’s nonetheless a variety of work to be performed between manufacturers and offering equitable alternatives for various creators,” she says.

Making a deep sense of neighborhood and engagement throughout the subgroup is a key side of subcommunities.

“It jogs my memory of chat rooms again within the day. There’s a sense of belonging and self-sustaining vitality the place these communities really feel protected to share and create freely with no judgement or misunderstanding. That is critically necessary for culturally various teams of individuals; that’s why so many views on activism, social commentary thrive and take off right here. Typically, mainstream narratives misrepresent or underrepresent these communities, which is a big missed alternative to grasp a tradition,” she says.

Why manufacturers have to be fluent in social media tradition

These key parts of social media tradition don’t simply outline social; they form how we talk, study and make buy selections.

“For manufacturers, aligning with these facets of web tradition isn’t optionally available—it’s important. By understanding what drives social media conduct, manufacturers can keep related and construct relationships that really feel private, genuine and significant,” says Goulet.

And at present’s shoppers can spot inauthenticity from a mile away. Whether or not it’s a wonderfully timed meme or a significant response to a trending subject, fluency ensures you’re not simply speaking at your viewers however partaking with them. Together with understanding your viewers higher, there are a number of the reason why manufacturers have to be fluent in social media tradition.

Perceive your viewers higher

Index knowledge exhibits 98% of social media practitioners agree that social content material has to maintain up with on-line traits and tradition. Being fluent in social media tradition means you communicate the identical language as your viewers. You already know in regards to the cultural references that exist throughout networks and conversations which are necessary or influential to your viewers.

“If social is the place tradition is born and tradition shapes shopping for conduct, meaning your viewers is on social proper now studying about which manufacturers they need to assist, traits they need to undertake and merchandise they need to attempt. In the event you don’t present up the place they’re, you might be giving your opponents the possibility to swoop in and stake their declare over your viewers. Even in B2B or different surprising industries, shoppers are nonetheless turning to social for product and model discovery,” says Aubree Schaefer, Content material Strategist at Sprout.

Understanding web tradition can even aid you prioritize which content material codecs to make use of.

“Whereas traits might come and go, content material codecs (e.g., spend a day with me, sludge content material, closely referenced memes) are the bridge between previous web references and rising tradition. Web tradition is cumulative, all the time constructing on the previous. Content material codecs assist us digest these new iterations and create shared understanding,” says Schaefer.

Stability model security and trendspotting

Not all traits and viral moments are appropriate on your model. As Mason says, every thing isn’t for everybody. It is best to know your viewers and prioritize sustaining a powerful model id when taking part in broader conversations. She says it’d be difficult for a model to be modern with out a sturdy understanding of social media tradition and its impression.

She recommends spending ample time in networks to grasp platform adjustments and utilizing social media instruments to assist with discovery—doing this helps entrepreneurs take a sensible method to taking part in social media tradition. It might additionally assist with trendspotting.

“Sure instruments may help establish rising traits and perceive subculture conduct. They’ll analyze which teams are partaking with sure content material and the way they work together. Instruments may help companies perceive what works (and what doesn’t work) for sure goal audiences and monitor model sentiment in actual time to assist handle controversial moments earlier than they turn out to be a a lot bigger concern,” she says.

In the event you don’t perceive the language of those areas, you threat being ignored or ridiculed. In the end, staying within the know helps you talk extra successfully and establish how one can stand out and keep away from potential missteps.

Help different enterprise areas with knowledge

Individuals share their unfiltered ideas about merchandise, companies‌ and types on social media. By utilizing social media listening and different AI-powered instruments, you possibly can actively monitor social conversations and extract details about your model that you just won’t have recognized existed. Social knowledge offers a direct line to your audience and finds alternatives to remain related in real-time. These insights can inform different areas of your corporation together with advertising and marketing methods, product growth and customer support.

Monitoring these conversations offers companies a direct line to buyer sentiment, ache factors and needs. For instance, H&M realized lots of their shoppers had been bothered in regards to the environmental impression of quick style and made a number of adjustments to their sourcing insurance policies. They elevated the worth of sure objects, which led to the model having a broader vary of merchandise catered to a extra various financial group, serving to them to stay aggressive.

Since your opponents are energetic on-line, you possibly can observe their contribution to social media tradition from their campaigns and messaging to viewers interactions. Use aggressive knowledge to tell your methods, discover gaps to fill or alternatives to distinguish.

Methods to create culturally related social content material

Let’s handle an elephant within the room: it’s powerful convincing leaders who aren’t as related to social why incorporating social media tradition into technique is necessary. Index knowledge exhibits social entrepreneurs (41%) don’t suppose their leaders belief them to develop content material that’ll carry out. Additionally they want executives understood the significance of audience-centric content material. Earlier than you possibly can go all in on creating culturally related content material, you doubtless have to get management on board first. Even when your chief understands the significance of being culturally related and audience-centric technique, you’ll nonetheless have to show the impression of social media.

Social groups will inevitably want extra assets, however to do this they’ll want to indicate how their methods are paying off to get extra buy-in. Index knowledge exhibits 65% of promoting leaders say social groups have to show how social media campaigns are tied to enterprise objectives.

With the fitting social media analytics instruments, social groups can current efficiency metrics, but in addition present deeper impression by sharing viewers insights aggregated from social listening and aggressive analysis. By monitoring and sharing examples of how your group efficiently used social media tradition to impression your corporation, you possibly can construct a case for extra assets.

Sources for changing into culturally fluent in social media

Being culturally fluent in social media is an ongoing course of. Listed here are some practices you should use to maintain a pulse on tradition:

• Learn newsletters from trade consultants like Hyperlink in Bio, After Faculty, Person Magazine and Hung Up.
• Comply with social media leaders, entrepreneurs, influencers and creators on LinkedIn and different networks.
• Set Google Information alerts for music, tech, enterprise, sports activities and cultural subjects
• Create a “dummy account” (an account outdoors your private social media) on networks like Instagram and TikTok for social analysis. Comply with trendspotting accounts like Demise to Inventory, Digifairy, Antonio Gary Jr. and Burrell Communications.
• Create a steadiness of consuming content material natively and utilizing social listening instruments, particularly for keystone cultural occasions (e.g., New York Style Week, awards exhibits) to grasp bigger themes of on-line conversations.

Change into a steward of social media tradition

Social media tradition has reworked considerably because the early 2000s. It’s revolutionized our every day lives—from how we talk with one another to how we eat info and conduct enterprise. Curious to study extra about social media tradition? Obtain The 2025 Sprout Social Index™.