One minute, everyone is making the same viral sound. The next, that trend has disappeared faster than a sandcastle at high tide.
For businesses, keeping up with social media trends can feel overwhelming. Should you jump on every viral moment? Are hashtags still worth using? How do you create content that feels current without looking like you’re trying too hard?
The answer is simple:
Don’t chase every wave. Learn how to surf.
The brands that succeed on social media today are not the ones copying every trend. They are the ones who understand their audience, add their own personality, and create content that feels authentic.
So grab your sunscreen, because we’re diving into what’s actually working on social media today.
Remember when social media was all about perfectly polished photos, professional graphics, and carefully curated feeds?
Those days are fading.
Today’s audiences want connection. They want personality. They want to see the humans behind the brand.
Behind-the-scenes videos, team introductions, customer stories, day-in-the-life content, and “real” moments are creating stronger relationships because they feel less like advertising and more like conversation.
Think about it:
Would you rather see a stock photo of a smiling employee holding a laptop…
or a quick video of the owner explaining a common customer problem while sitting in their actual office?
Exactly.
Your audience wants the real you.
Here’s a hot take:
Not every viral trend needs your brand’s name attached to it.
Just because everyone is using a trending sound or jumping into a meme does not mean it fits your business.
Before hopping onto a trend, ask:
A trend without strategy is just noise.
The best brands don’t simply participate in trends. They translate them into something meaningful for their audience.
For example:
A financial advisor may not need to recreate a dance trend, but they could use a trending format to share “3 money mistakes people make in their 30s.”
A landscaping company may not need to copy a meme, but they could use humor to show “things homeowners say before calling a professional.”
The trend is the vehicle. Your expertise is the destination.
Here’s something many businesses don’t realize:
Social media platforms are becoming search engines.
People are searching TikTok, Instagram, YouTube, and even LinkedIn for recommendations, tutorials, ideas, and answers.
That means your content needs to be discoverable.
Instead of relying only on hashtags, focus on using:
For example, instead of posting:
“Beautiful transformation ✨”
Try:
“Before and after: How we refreshed this outdated kitchen in Atlanta.”
The second option gives both people and platforms more context.
Here’s the real answer:
No. But they are not the superhero they used to be.
Years ago, businesses could add dozens of hashtags and hope they would magically attract customers.
Today, quality matters more than quantity.
Hashtags can still help categorize content, connect with niche communities, and support discoverability, but they should be part of a bigger strategy.
Think of hashtags like a beach sign.
A sign pointing people toward the right beach is helpful.
A sign pointing in 25 different directions?
Confusing.
A better hashtag strategy:
✅ Use specific, relevant hashtags
✅ Include industry-specific terms
✅ Add location-based hashtags when appropriate
✅ Create branded hashtags when useful
✅ Avoid generic hashtags that attract everyone except your ideal customer
Instead of:
#business #success #marketing
Try:
#SmallBusinessMarketing
#AtlantaBusinessOwners
#LocalMarketingTips
The goal is not to reach everyone.
The goal is to reach the right people.
One of the most powerful forms of content right now is having an opinion.
Not a controversial opinion just for attention.
A thoughtful perspective.
People connect with brands that have a voice.
Examples:
“Three marketing trends we think are overrated.”
“The biggest mistake we see small businesses make online.”
“Why we believe consistency beats perfection.”
A strong opinion gives your audience something to react to, discuss, and share.
Remember:
A conversation is more valuable than a quick like.
If social media were an ocean, short-form video would be the biggest wave.
Platforms continue prioritizing engaging video content because people spend more time watching and interacting with it.
You don’t need expensive equipment or a professional production crew.
Some of the best-performing videos are simple:
The goal is not Hollywood.
The goal is connection.
People trust people.
Customer photos, testimonials, reviews, and real experiences are powerful because they show your business in action.
Encourage customers to:
Your customers can become some of your best marketers.
A content calendar is important.
But leave some room for flexibility.
The best social media moments often happen unexpectedly.
Maybe your industry gets mentioned in the news.
Maybe there is a funny seasonal moment your audience relates to.
Maybe your team has a behind-the-scenes moment worth sharing.
Don’t schedule every wave before it arrives.
Leave room to surf.
At the end of the day, social media is not about chasing algorithms.
It is about building relationships.
The brands that stand out are the ones that:
🌊 Share their personality
🌊 Educate their audience
🌊 Join conversations naturally
🌊 Create valuable content
🌊 Stay consistent
🌊 Listen to their customers
You don’t have to go viral to succeed.
You just have to create content that makes the right people stop scrolling.
So don’t worry about catching every wave.
Build a strong board, know your audience, and ride the ones that matter.
🌊 That’s how you make waves online.
Yes, but hashtags are no longer the main driver of social media reach. Platforms now rely heavily on content relevance, engagement, audience behavior, keywords, and context when deciding what content to show users. Hashtags can still provide additional context, but they should support a strong content strategy rather than replace one.
There is no universal magic number. The best approach is to use a small number of highly relevant hashtags instead of adding a long list of generic ones. Quality, relevance, and connection to your audience matter more than quantity.
No. Businesses should only participate in trends that align with their brand, audience, and goals. A trend that feels forced can hurt credibility instead of helping engagement.
Content that feels authentic and valuable typically performs well. This includes educational videos, behind-the-scenes content, customer stories, relatable posts, and content that sparks conversation.
Yes. Many users now search platforms like TikTok, Instagram, and YouTube for recommendations, tutorials, reviews, and solutions. Businesses should optimize their content with clear descriptions and language that matches what their customers are searching for.
Small businesses often have an advantage because they can be more personal, authentic, and community-focused. Sharing expertise, telling real stories, and engaging directly with customers can help smaller brands build stronger relationships.
One of the biggest mistakes is creating content without understanding the audience. Successful social media marketing starts with knowing who you are trying to reach, what they care about, and how your business can provide value.
Consistency matters more than posting constantly. A realistic schedule that allows your business to create quality content and engage with your audience is better than posting frequently without strategy.
Need help jumping into the trends while staying true to your brand? Teal Marketing can help you build scroll-stopping content strategies that work seasonally and sustainably. Let’s make this your hottest summer yet—online and off.
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Sincerely,
Anna Teal
Anna is an author and award-winning marketer who is passionate about the art of storytelling. She enjoys connecting with small businesses in her community while taking their marketing efforts to the next level of growth.
