Should Brands Jump on Viral Trends?

The 2025 Sprout Social Index Edition XX study finds consumers are relatively split on whether it’s cool or embarrassing for brands to participate in viral trends.

The survey of over 4,000 consumers across the U.S., U.K., Canada, and Australia found:

• 40% think “it’s cool” when brands jump on viral trends.
• 33% feel it’s “embarrassing.”
• 27% consider it’s “only effective in the first 24-48 hours
of a trend’s lifespan.”

Authenticity and relatability were found to be the two traits consumers value most from brands, and about half say original content is what makes their favorite brands stand out on social, according to the survey.

“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,” said Scott Morris, chief marketing officer at Sprout Social, in a press release. “While this may seem daunting, it can actually be freeing for marketers.”

Brands may still be tempted to chase viral trends, as the survey showed that 90% of consumers agreed social is how they keep up with trends and cultural moments, well ahead of talking to friends and family (66%) and through TV and streaming (60%). Of the respondents, 81% say social media drives them to make impulse purchases, with 28% making impulse purchases via social once a month.

Gen Z was also found to be most likely to support brands jumping on trends, while Boomers were least likely.

Matter Communications’ 2024 Food and Beverage Trends survey, based on a survey of more than 1,000 U.S. consumers, found that 75% of respondents are likely to try a viral food or beverage trend after it comes across their social feeds. Beauty and fashion are two other categories that have seen brands benefit from viral content.

Social Media Enthusiasts notes on its website that participating in social media trends and viral challenges on channels like Instagram, TikTok, Pinterest, and YouTube provides an opportunity to showcase a brand’s personality and quickly gain widespread exposure. The networking community for social marketers stated, “When a challenge or trend goes viral, it often floods the social media feeds of millions, attracting attention from audiences far and wide. For brands, jumping on these trends early means tapping into that massive visibility.”

On the downside, Thrive Agency noted on its website that joining viral trends “could result in backlash or confusion with your brand,” pointing to the importance of ensuring the online content aligns with the brand’s core values and messaging. Thrive Agency also emphasized the need to move quickly, stating, “Joining a trend late can make your brand appear out of touch and unoriginal. Audiences may view your efforts as a desperate attempt to stay relevant.”

“Trend chasing is a dangerous game,” Christopher Tompkins, head strategist and CEO of The Go! Agency, a digital marketing agency, wrote in Forbes. “It can be very hard to master every emerging trend, and even if you do, your audience will likely be aware of what you’re doing. Struggle and desperation are not good looks for a brand, and ironically, nothing drives an audience away more than when a business is trying too hard to appeal to them.”