Why understanding social media tradition is a should

The world broad internet 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 no Sierra or Willow filter. Watching YouTube meant seeing music 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 that means to the pound signal. On-line communities have been catalysts for social actions and created the 24-hour information cycle. Vine walked so TikTok might run—and are you even a vet should you by no means tried the Renegade?

Each era has core recollections like these as a result of social media is the epicenter of contemporary tradition. The Sprout Social Index™ reveals right this moment’s shoppers use social media to maintain up with developments and cultural actions, much more than TV and streaming providers, 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 complicated dynamics of social media tradition. We’ll focus on the important thing features of social media tradition and the significance of cultural fluency, from amplifying model efforts to securing extra government buy-in.

Meet our consultants

Meet our consultants
Meet our consultants
Meet our consultants
Meet our consultants
Meet our consultants

Title: Kikora Mason

Firm: Chase

Title: Vice President, Social Media + Neighborhood Administration

My definition of social media tradition:

Social media tradition could be outlined because the behaviors, developments, values and expressions that emerge from how individuals work together on digital platforms. It encompasses the best way individuals and communities work together and have interaction. A latest, well timed instance could be Kendrick Lamar’s Large Sport halftime efficiency. It was the right recipe to outline social media tradition: virality, engagement, influence, identification/self-expression and platform affect.

 

The evolution of social media

“Social networking, because it was as soon as referred to as, started as a option to join with classmates exterior 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 essential for manufacturers to adapt to those adjustments. In any other case, they run the chance of dropping belief from their viewers,” says Kikora Mason, Vice President, Social Media + Neighborhood Administration, Chase.

To know social media tradition, it’s essential 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 group 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 developments and form public opinion. With a various pool of creators and influencers that enchantment to numerous 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 price. This has led to the rise of extra platforms investing in [independent content creators and influencers]. Manufacturers must benefit from 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 pattern 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 element in worldwide markets. With the expansion of stay streaming, manufacturers can work together with audiences in actual time and expedite the customer’s journey. General, video has reshaped the best way companies and shoppers attain and have interaction with their audiences. It’s change into 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 providers, with in-app e-commerce functionalities and stay critiques a la your favourite influencer.

Based on The Sprout Social Index, 81% of shoppers report social media influences them to make spontaneous purchases a number of instances per 12 months. One other 28% say they make impulse buys a minimum of as soon as a month. Social can be a important 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. General, shoppers flock to social after they’re seeking to purchase one thing.

Area of interest pursuits and sub-communities take middle stage

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

“[Social media culture] has allowed individuals to achieve data that’d in any other case be troublesome to achieve based mostly on socioeconomic and different components. 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 learn how 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 tutorial journeys. They share aesthetically pleasing notes, organized desks, examine ideas and motivational quotes. Each communities have created norms about publish codecs and hashtags.

Neighborhood 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 developments and problems with right this moment’s society by providing a window into what individuals care about and the way they select to specific themselves.

“Social media is the heartbeat of web tradition—it’s the place developments 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 job 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 prospects. In addition they use social media to assist within the analysis and growth of their services. 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 authentic content material (46%), viewers engagement (36%) and the way shortly they reply to prospects (24%).

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

Key features of social media tradition

The 2025 Sprout Social Index reveals that 93% shoppers assume it’s essential 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 features is essential for navigating the ever-evolving panorama of web tradition and creating efficient social media methods. By embracing web tradition and its developments, and understanding its influence, you’ll be able to join along 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 numerous experiences and views. These city squares change into 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 developments

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. In addition they replicate collective pursuits and humor.

Think about 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 developments. Viral moments and developments are a method 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 pattern for the sake of it. Index knowledge reveals over 1 / 4 of shoppers agree it’s solely efficient if the model can take part inside one or two days after the pattern emerges on-line.

The takeaway? Perceive the nuances of viral moments and developments inside the scope of your model identification. 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 hitch 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. Taking part 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 instructional 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 probably the most partaking of all model content material, much more than skits, memes or serialized content material.

Brief-form video

Brief-form video is likely 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. Brief-form video isn’t simply content material—it’s emotion-packed leisure or training in below a minute. It drives developments, sparks conversations and provides everybody, from manufacturers to creators, a robust option to present reasonably 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 evaluate, an unboxing video or a hilarious tackle a model problem, this sort of content material creates a way of group. 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 possibility for manufacturers to determine belief and construct model consciousness. Person-generated content material creators—who don’t want massive followings or recognizable private manufacturers—are essential contributors for manufacturers looking for 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 developments, 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 may result in boosting engagement and driving gross sales.

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

“Nowadays, shoppers are much less more likely to go to a model’s social footprint to study extra a couple of product. If they need an correct evaluate, with no filter, they’re extra more likely to do analysis on TikTok or go to their favourite influencer’s web page for steerage. 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 power behind many developments and cultural moments. She says subcultures beginning essential cultural conversations, however influencers have the ability 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 type of affect could be thrilling to see in actual time, nevertheless it’s additionally critically essential to recollect and acknowledge the communities that begin the developments to keep away from appropriation or taking credit score for one thing when it’s due someplace else,” she says.

She says as influential as content material creators are, there’s nonetheless an ongoing difficulty of systemic pay gaps for Black creators particularly. 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 basic sentiment is that there’s nonetheless quite a lot of work to be carried out between manufacturers and offering equitable alternatives for numerous creators,” she says.

Making a deep sense of group and engagement inside the subgroup is a key facet of subcommunities.

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

Why manufacturers must 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 choices.

“For manufacturers, aligning with these features 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 right this moment’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 must be fluent in social media tradition.

Perceive your viewers higher

Index knowledge reveals 98% of social media practitioners agree that social content material has to maintain up with on-line developments and tradition. Being fluent in social media tradition means you converse the identical language as your viewers. You understand in regards to the cultural references that exist throughout networks and conversations which can be essential 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, developments they need to undertake and merchandise they need to attempt. For those who don’t present up the place they’re, you might be giving your rivals the prospect to swoop in and stake their declare over your viewers. Even in B2B or different sudden industries, shoppers are nonetheless turning to social for product and model discovery,” says Aubree Schaefer, Content material Strategist at Sprout.

Understanding web tradition may even make it easier to prioritize which content material codecs to make use of.

“Whereas developments 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, at all times 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 developments and viral moments are appropriate on your model. As Mason says, every part isn’t for everybody. You must know your viewers and prioritize sustaining a powerful model identification when collaborating in broader conversations. She says it’d be difficult for a model to be revolutionary with no robust understanding of social media tradition and its influence.

She recommends spending ample time in networks to know platform adjustments and utilizing social media instruments to assist with discovery—doing this helps entrepreneurs take a sensible method to collaborating in social media tradition. It will possibly additionally support with trendspotting.

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

For those who 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.

Assist different enterprise areas with knowledge

Individuals share their unfiltered ideas about merchandise, providers‌ and types on social media. Through the use of social media listening and different AI-powered instruments, you’ll be able to actively monitor social conversations and extract details about your model that you simply may not have recognized existed. Social knowledge offers a direct line to your target market and finds alternatives to remain related in real-time. These insights can inform different areas of your small business together with advertising and marketing methods, product growth and customer support.

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

Since your rivals are energetic on-line, you’ll be able to 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.

Learn how to create culturally related social content material

Let’s deal with an elephant within the room: it’s robust convincing leaders who aren’t as related to social why incorporating social media tradition into technique is essential. Index knowledge reveals social entrepreneurs (41%) don’t assume their leaders belief them to develop content material that’ll carry out. In addition they want executives understood the significance of audience-centric content material. Earlier than you’ll be able to go all in on creating culturally related content material, you possible must get management on board first. Even when your chief understands the significance of being culturally related and audience-centric technique, you’ll nonetheless must show the influence of social media.

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

With the precise social media analytics instruments, social groups can current efficiency metrics, but in addition present deeper influence by sharing viewers insights aggregated from social listening and aggressive analysis. By monitoring and sharing examples of how your staff efficiently used social media tradition to influence your small business, you’ll be able to construct a case for extra assets.

Assets for changing into culturally fluent in social media

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

Learn newsletters from trade consultants like Hyperlink in Bio, After College, Person Magazine and Hung Up.
Observe 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 exterior your private social media) on networks like Instagram and TikTok for social analysis. Observe 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 reveals) to know bigger themes of on-line conversations.

Grow to be a steward of social media tradition

Social media tradition has reworked considerably for the reason that 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™.