Social media culture: Why cultural fluency is a must for brands

The world wide web was a fad turned mainstay. Leaving someone out of your MySpace Top Eight created lunchroom drama. A photo of your favorite meal wasn’t complete without a Sierra or Willow filter. Watching YouTube meant seeing song remixes inspired by viral news clips, laughing at unhinged skits and learning from beauty gurus—the OG influencers. The Dog Lens was a must for Snapchat selfies. The hashtag gave a new meaning to the pound sign. Online communities were catalysts for social movements and created the 24-hour news cycle. Vine walked so TikTok could run—and are you even a vet if you never attempted the Renegade?

Every generation has core memories like these because social media is the epicenter of modern culture. The Sprout Social Index™ shows today’s consumers use social media to keep up with trends and cultural movements, even more than TV and streaming services, talking to friends and family, and other digital media.

Understanding social media culture is a non-negotiable for brands. We spoke to social media experts to explore the complex dynamics of social media culture. We’ll discuss the key aspects of social media culture and the importance of cultural fluency, from amplifying brand efforts to securing more executive buy-in.

Meet our experts

Meet our experts Meet our experts Meet our experts Meet our experts Meet our experts

Name: Kikora Mason

Company: Chase

Title: Vice President, Social Media + Community Management

My definition of social media culture:

Social media culture can be defined as the behaviors, trends, values and expressions that emerge from how people interact on digital platforms. It encompasses the way people and communities interact and engage. A recent, timely example would be Kendrick Lamar’s Big Game halftime performance. It was the perfect recipe to define social media culture: virality, engagement, impact, identity/self-expression and platform influence.

 

The evolution of social media

“Social networking, as it was once called, began as a way to connect with classmates outside of the classroom. Now, [social media] is so ingrained in many parts of our lives, especially marketers. Brand-consumer communication these days is more instant, transparent and community-driven than ever before. It’s really important for brands to adapt to these changes. Otherwise, they run the risk of losing trust from their audience,” says Kikora Mason, Vice President, Social Media + Community Management, Chase.

To understand social media culture, it’s important to know about key milestones over the past several years. These include the rise of the influencer-creator economy, video content, network transformation and community management.

Influencers and creators create a new talent economy

The growth of the creator economy has changed social media culture. Influencers and creators drive trends and shape public opinion. With a diverse pool of creators and influencers that appeal to various audiences, niches and industries, brands aren’t limited to collaborating with celebrity-level people because there’s value in working with smaller creators and influencers. The future of influencer marketing is bright for creators, influencers and brands.

“Changing social-economic dynamics and the rise of the internet and digital devices has driven internet culture at an exponential rate. This has led to the rise of more platforms investing in [independent content creators and influencers]. Brands need to take advantage of this new creator economy because it has proven to be more impactful (and cost-effective) than traditional marketing strategies,” says Annette Chacko, Content Strategist at Sprout Social.

Video dominates social media feeds

Video has been a top social media trend for years. Networks like TikTok, Instagram, YouTube, Reddit and LinkedIn offer long- and short-form video formats, making video content a clear priority across networks. And although TikTok’s future in the US is uncertain, it’ll remain a central component in international markets. With the growth of live streaming, brands can interact with audiences in real time and expedite the buyer’s journey. Overall, video has reshaped the way businesses and consumers reach and engage with their audiences. It’s become an essential part of brand storytelling.

Network transformation influences commerce and culture

The transformation of social media networks has impacted commerce and culture, reshaping consumer behavior and brand engagement. Social networks are no longer just for sharing selfies or chatting with friends. They’re a marketplace for goods and services, with in-app e-commerce functionalities and live reviews a la your favorite influencer.

According to The Sprout Social Index, 81% of consumers report social media influences them to make spontaneous purchases multiple times per year. Another 28% say they make impulse buys at least once a month. Social is also a main channel for customer service where consumer standards remain high—73% of social users agree that they’ll go to a competitor if a brand doesn’t respond on social media. Overall, consumers flock to social when they’re looking to buy something.

Niche interests and sub-communities take center stage

Chacko says sub-communities connect people across the globe and empower them to crowdsource ideas and democratize information that isn’t always accessible.

“[Social media culture] has allowed people to gain knowledge that’d otherwise be difficult to attain based on socioeconomic and other factors. For example, Vivian Tu, also known as @YourRichBFF is a popular influencer with 3.2M followers, who shares advice on financial literacy for young people interested in learning how to make sound investments and grow wealth,” she says.

#BookTok and #Studygram are other great examples of sub-communities on TikTok and Instagram. #BookTok is centered around the love of reading, which has impacted the publishing industry and increased popularity for some authors and books. “Studygram” consists of scholars that publish content about their academic journeys. They share aesthetically pleasing notes, organized desks, study tips and motivational quotes. Both communities have created norms about post formats and hashtags.

Community management has shifted from broad, generalized engagement to a more nuanced approach that caters to niche interests and sub-communities. Brands now recognize the value in fostering deep connections with specific groups, leading to more tailored, meaningful experiences both on and offline.

The role of social media in shaping modern culture

Social media provides a glimpse into the trends and issues of today’s society by offering a window into what people care about and how they choose to express themselves.

“Social media is the heartbeat of internet culture—it’s where trends are born, ideas are shared and people connect across the globe. Social is a reflection of us—ever-changing, endlessly creative‌ and deeply connected,” says Rachael Goulet, Director, Social Media at Sprout.

Social media networks have revolutionized how consumers and brands communicate and interact. Networks have changed the paradigm from one-way communication to a more interactive 1:1 model.

“What defines social media over other forms of media is the ability to participate. Whether through polls, comment threads or duet challenges, the platforms thrive on two-way interaction. Internet culture is co-created—everyone has a role to play,” she says.

Brands also use social media to build authentic relationships, respond to feedback in real time and create content that resonates with their audience—hopefully enough to retain or convert them into customers. They also use social media to aid in the research and development of their products and services. Index data reflects consumers’ value these touchpoints.

When asked what makes their favorite brands stand out on social, 63% said the quality of their product or service, followed by original content (46%), audience engagement (36%) and how quickly they respond to customers (24%).

Social media plays a part in the cultural zeitgeist by providing a platform for communication, customer service, commerce, community building‌ and content creation. There are several key aspects of social media culture marketers should understand.

Key aspects of social media culture

The 2025 Sprout Social Index reveals that 93% consumers think it’s important for brands to keep up with online culture.

“Social media culture is a culture of immediacy and ephemerality with real-time updates and disappearing content. Understanding these key aspects is crucial for navigating the ever-evolving landscape of internet culture and creating effective social media strategies. By embracing internet culture and its trends, and understanding its impact, you can connect with your audience in a meaningful way,” says Savanna Sargent, Manager, Content at Sprout.

She compares social media to millions of town squares, each representing various experiences and perspectives. These town squares become interconnected through the key elements of social media culture, along with algorithms that personalize online experiences.

Let’s explore the core elements that drive the ecosystem of social media culture: viral moments, visual content, short-form video, user-generated content, influencers and creators, and sub-communities and niches.

Viral moments and trends

Goulet says internet culture thrives on virality. These moments create shared digital experiences, bringing people together in a way that feels personal but scales globally and rapidly. They also reflect collective interests and humor.

Consider the rise of memes. They’re a cornerstone of social media culture because they’re a universal language—funny, relatable and rooted in shared experiences or trends. Viral moments and trends are one way brands can participate in social media culture.

Although consumers expect brands to keep up with social media culture, they don’t want them jumping on every trend for the sake of it. Index data shows over a quarter of consumers agree it’s only effective if the brand can participate within one or two days after the trend emerges online.

The takeaway? Understand the nuances of viral moments and trends within the scope of your brand identity. Only participate if it makes sense for your brand.

“When a brand taps into a meme authentically, like when Duolingo uses its quirky owl mascot to join trending humor, it becomes part of the conversation instead of just observing it. This integration builds brand personality and makes people feel like the brand ‘gets it,’ creating a sense of connection,” says Goulet.

Visual content

Text threads, photography, video, GIFs, carousels, infographics—regardless of the medium, visual content dominates social media feeds. Participating in the culture means producing visual content that interrupts doom scrolling.

Visual content is eye-catching and captures attention, but there’s another element of why it’s so popular: edutainment. Edutainment blends educational content with entertainment and it’s exactly what modern consumers expect from brands. The 2024 Social Media Content Strategy Report found 66% of social users find edutainment to be the most engaging of all brand content, even more than skits, memes or serialized content.

Short-form video

Short-form video is one of the most popular types of visual content. Major networks like TikTok, Instagram, YouTube and LinkedIn all offer short-from video as a storytelling medium.

“It’s quick, digestible and taps into our short attention spans. Short-form video isn’t just content—it’s emotion-packed entertainment or education in under a minute. It drives trends, sparks conversations and gives everyone, from brands to creators, a powerful way to show rather than tell,” Goulet says.

User-generated content

User-generated content (UGC) is the backbone of authenticity online. “Whether it’s a customer review, an unboxing video or a hilarious take on a brand challenge, this type of content creates a sense of community. People trust people, not polished ads. When brands embrace UGC, they amplify real voices and build stronger connections,” Goulet says.

Since the heart of UGC is authenticity and relatability, it can be an opportunity for brands to establish trust and build brand awareness. User-generated content creators—who don’t need large followings or recognizable personal brands—are important contributors for brands seeking content that looks and feels organic.

Influencers and creators

Influencers and content creators are cultural architects, as Goulet describes them. Influencers and creators share trends, set aesthetics and shape public opinions. Whether it’s a niche micro-influencer or a viral mega-star, their ability to humanize content and make it relatable is unmatched. By teaming up with influencers, brands can connect into new audiences and craft content that resonates, which can lead to boosting engagement and driving sales.

Mason describes influencers as cultural tastemakers who impact consumer behavior. She says influencers are positioned as trusted friends who have the best, relatable recommendations on anything from fashion to finance to beauty. They’re also the bridge between brands and consumers.

“These days, consumers are less likely to visit a brand’s social footprint to learn more about a product. If they want an accurate review, with no filter, they’re more likely to do research on TikTok or visit their favorite influencer’s page for guidance. There’s something about word-of-mouth marketing that works. It’s simple and real,” she says.

Online sub-communities and niche interests

Mason says subcultures on social media are the driving force behind many trends and cultural moments. She says subcultures birth important cultural conversations, but influencers have the power and authority to drive those conversations purely off their social influence.

“What starts as niche, slang or inside jokes can easily go viral, shaping how more people communicate online. This sort of influence can be exciting to see in real time, but it’s also critically important to remember and acknowledge the communities that start the trends to avoid appropriation or taking credit for something when it’s due somewhere else,” she says.

She says as influential as content creators are, there’s still an ongoing issue of systemic pay gaps for Black creators in particular. Multiple studies have revealed in recent years that Black creators, along with other creators from marginalized backgrounds, are routinely offered lower rates than their white counterparts with similar followings.

“There’s more to share here, but the general sentiment is that there’s still a lot of work to be done between brands and providing equitable opportunities for diverse creators,” she says.

Creating a deep sense of community and engagement within the subgroup is a key aspect of subcommunities.

“It reminds me of chat rooms back in the day. There is a sense of belonging and self-sustaining energy where these communities feel safe to share and create freely with no judgement or misunderstanding. This is critically important for culturally diverse groups of people; that’s why so many perspectives on activism, social commentary thrive and take off here. Often, mainstream narratives misrepresent or underrepresent these communities, which is a huge missed opportunity to understand a culture,” she says.

Why brands need to be fluent in social media culture

These key elements of social media culture don’t just define social; they shape how we communicate, learn and make purchase decisions.

“For brands, aligning with these aspects of internet culture isn’t optional—it’s essential. By understanding what drives social media behavior, brands can stay relevant and build relationships that feel personal, authentic and meaningful,” says Goulet.

And today’s consumers can spot inauthenticity from a mile away. Whether it’s a perfectly timed meme or a meaningful response to a trending topic, fluency ensures you’re not just talking at your audience but engaging with them. Along with understanding your audience better, there are several reasons why brands need to be fluent in social media culture.

Understand your audience better

Index data shows 98% of social media practitioners agree that social content has to keep up with online trends and culture. Being fluent in social media culture means you speak the same language as your audience. You know about the cultural references that exist across networks and conversations that are important or influential to your audience.

“If social is where culture is born and culture shapes buying behavior, that means your audience is on social right now learning about which brands they should support, trends they should adopt and products they should try. If you don’t show up where they are, you are giving your competitors the chance to swoop in and stake their claim over your audience. Even in B2B or other unexpected industries, consumers are still turning to social for product and brand discovery,” says Aubree Schaefer, Content Strategist at Sprout.

Understanding internet culture will also help you prioritize which content formats to use.

“While trends may come and go, content formats (e.g., spend a day with me, sludge content, heavily referenced memes) are the bridge between past internet references and emerging culture. Internet culture is cumulative, always building on the past. Content formats help us digest these new iterations and create shared understanding,” says Schaefer.

Balance brand safety and trendspotting

Not all trends and viral moments are suitable for your brand. As Mason says, everything isn’t for everyone. You should know your audience and prioritize maintaining a strong brand identity when participating in broader conversations. She says it’d be challenging for a brand to be innovative without a strong understanding of social media culture and its impact.

She recommends spending ample time in networks to understand platform changes and using social media tools to help with discovery—doing this helps marketers take a realistic approach to participating in social media culture. It can also aid with trendspotting.

“Certain tools can help identify emerging trends and understand subculture behavior. They can analyze which groups are engaging with certain content and how they interact. Tools can help businesses understand what works (and what doesn’t work) for certain target audiences and monitor brand sentiment in real time to help address controversial moments before they become a much larger issue,” she says.

If you don’t understand the language of these spaces, you risk being ignored or ridiculed. Ultimately, staying in the know helps you communicate more effectively and identify how you can stand out and avoid potential missteps.

Support other business areas with data

People share their unfiltered thoughts about products, services‌ and brands on social media. By using social media listening and other AI-powered tools, you can actively monitor social conversations and extract information about your brand that you might not have known existed. Social data provides a direct line to your target audience and unearths opportunities to stay relevant in real-time. These insights can inform other areas of your business including marketing strategies, product development and customer service.

Monitoring these conversations gives businesses a direct line to customer sentiment, pain points and wants. For example, H&M realized many of their consumers were bothered about the environmental impact of fast fashion and made several changes to their sourcing policies. They increased the price of certain items, which led to the brand having a broader range of products catered to a more diverse economic group, helping them to remain competitive.

Since your competitors are active online, you can observe their contribution to social media culture from their campaigns and messaging to audience interactions. Use competitive data to inform your strategies, find gaps to fill or opportunities to differentiate.

How to create culturally relevant social content

Let’s address an elephant in the room: it’s tough convincing leaders who aren’t as connected to social why incorporating social media culture into strategy is important. Index data shows social marketers (41%) don’t think their leaders trust them to develop content that’ll perform. They also wish executives understood the importance of audience-centric content. Before you can go all in on creating culturally relevant content, you likely need to get leadership on board first. Even if your leader understands the importance of being culturally relevant and audience-centric strategy, you’ll still need to demonstrate the impact of social media.

Social teams will inevitably need more resources, but to do that they’ll need to show how their strategies are paying off to get more buy-in. Index data shows 65% of marketing leaders say social teams need to demonstrate how social media campaigns are tied to business goals.

With the right social media analytics tools, social teams can present performance metrics, but also show deeper impact by sharing audience insights aggregated from social listening and competitive research. By monitoring and sharing examples of how your team successfully used social media culture to impact your business, you can build a case for more resources.

Resources for becoming culturally fluent in social media

Being culturally fluent in social media is an ongoing process. Here are some practices you can use to keep a pulse on culture:

• Read newsletters from industry experts like Link in Bio, After School, User Mag and Hung Up.
• Follow social media leaders, marketers, influencers and creators on LinkedIn and other networks.
• Set Google News alerts for music, tech, business, sports and cultural topics
• Create a “dummy account” (an account outside your personal social media) on networks like Instagram and TikTok for social research. Follow trendspotting accounts like Death to Stock, Digifairy, Antonio Gary Jr. and Burrell Communications.
• Create a balance of consuming content natively and using social listening tools, especially for keystone cultural events (e.g., New York Fashion Week, awards shows) to understand larger themes of online conversations.

Become a steward of social media culture

Social media culture has transformed significantly since the early 2000s. It’s revolutionized our daily lives—from how we communicate with each other to how we consume information and conduct business. Curious to learn more about social media culture? Download The 2025 Sprout Social Index™.

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