The Significance of Cultural Fluency for Brands in Social Media Landscape

The internet evolved from a fleeting trend to an essential element of daily life. Disregarding someone in your MySpace Top Eight sparked tensions at lunch. A snapshot of your favorite dish wasn’t truly complete without a Sierra or Willow filter. Watching YouTube involved enjoying song remixes derived from trending news videos, chuckling at outrageous skits, and gaining insights from beauty gurus—the original influencers. For Snapchat selfies, the Dog Lens was indispensable. The hashtag completely transformed the meaning of the pound sign. Online groups acted as triggers for social movements and fueled the 24-hour news cycle. Vine laid the groundwork for TikTok, and can you truly call yourself a seasoned user if you haven’t tried the Renegade dance?

Each generation has shared memories like these because social media serves as the heart of contemporary culture. The Sprout Social Index™ indicates that modern consumers rely on social media to stay updated with trends and cultural shifts, surpassing TV and streaming services, chatting with family and friends, and embracing other forms of digital media.

Grasping social media culture is crucial for brands. We consulted social media specialists to delve into the intricate elements of this culture. We’ll highlight the vital facets of social media culture and the need for cultural fluency, from enhancing brand efforts to gaining greater executive support.

The progression of social media

“Initially known as social networking, this concept emerged as a way for classmates to connect outside school. Now, [social media] permeates numerous facets of our lives, particularly for marketers. Communication between brands and consumers has become more immediate, transparent, and community-oriented than ever. Adapting to these shifts is crucial for brands to avoid losing audience trust,” remarks Kikora Mason, Vice President, Social Media + Community Management, Chase.

To decode social media culture, familiarity with significant milestones from recent years is vital. These include the emergence of the influencer-creator economy, the dominance of video content, network evolution, and community management.

Influencers and creators establish a new talent ecosystem

The expansion of the creator economy has transformed social media culture. Influencers and creators dictate trends and influence public perception. With a diverse range of influencers appealing to various audiences and niches, brands are not restricted to celebrity collaborations, as partnering with smaller creators holds significant value. The outlook for influencer marketing is bright, benefiting creators, influencers, and brands alike.

“Evolving socio-economic dynamics coupled with the rise of the internet and digital devices have driven internet culture forward at a remarkable pace. This has triggered greater investment from platforms in [independent content creators and influencers]. Brands must leverage this evolving creator economy, which has demonstrated more effectiveness (and cost-efficiency) compared to traditional marketing methods,” asserts Annette Chacko, Content Strategist at Sprout Social.

Video content reigns supreme on social media

Video has been a leading social media trend for an extended period. Platforms like TikTok, Instagram, YouTube, Reddit, and LinkedIn present both long- and short-form video options, making video content a definite priority across these networks. Although TikTok’s future in the U.S. is uncertain, it will continue to play a vital role in global markets. The surge in live streaming allows brands to engage with audiences instantly and accelerate the purchasing process. Overall, video has transformed how businesses and consumers connect and engage with their target audience, becoming integral to brand storytelling.

Shifts in networks affect commerce and culture

The evolution of social media channels has greatly influenced commerce and culture, reshaping consumer behavior and brand interactions. Social platforms are no longer solely a place for sharing personal photos or chatting; they’ve become marketplaces equipped with e-commerce functions and consumer reviews showcased by favorite influencers.

According to The Sprout Social Index, 81% of consumers report that social media motivates them to make spontaneous purchases multiple times a year. Additionally, 28% admit to making impulse buys at least once a month. Social is a primary channel for customer service, where consumer expectations are high—73% of social users believe they’ll turn to competitors if brands fail to engage on social media. Ultimately, consumers tend to seek out social media when they are ready to purchase.

Niche interests and sub-communities emerge as focal points

Chacko observes that sub-communities link individuals worldwide, empowering them to collaborate on ideas and democratize knowledge that might not always be readily available.

“[Social media culture] allows individuals to acquire information that would otherwise be hard to access due to various socioeconomic factors. For example, Vivian Tu, known as @YourRichBFF, is a notable influencer with 3.2M followers who provides financial literacy advice to young individuals eager to learn about investing and wealth-building,” she points out.

#BookTok and #Studygram provide additional excellent examples of sub-communities on TikTok and Instagram. #BookTok celebrates literature and has influenced the publishing sector, elevating the profile of certain authors and titles. “Studygram” encompasses students sharing insights about their academic experiences, featuring beautifully crafted notes, tidied desks, study strategies, and motivational quotations. Both communities have established norms surrounding their post styles and hashtags.

Community management has shifted from broad, generic interactions to a more tailored strategy that caters to specific interests and subgroups. Brands now appreciate the importance of cultivating deep connections with targeted audiences, resulting in more personalized, impactful interactions both online and offline.

The impact of social media on contemporary culture

Social media provides insights into today’s societal trends and issues, revealing what captivates people’s attention and how they express their identities.

“Social media serves as the lifeblood of internet culture—it is where trends come to life, ideas are exchanged, and individuals connect globally. Social reflects our essence—constantly evolving, boundlessly creative, and profoundly interconnected,” states Rachael Goulet, Director, Social Media at Sprout.

Social media venues have fundamentally altered how brands and consumers interact. They have shifted the traditional one-way communication model to a more interactive one-to-one approach.

“What distinguishes social media from other media forms is the capacity for participation. Whether through polls, comment threads, or duet challenges, platforms thrive on mutual interaction. Internet culture is co-created—everyone contributes,” she elaborates.

Brands similarly utilize social media to foster authentic relationships, respond promptly to feedback, and generate content resonating with their audience—enough to retain or convert them into loyal customers. They also leverage social media to assist in the R&D of their offerings. Index results show that consumers value these touchpoints immensely.

When queried about what distinguishes their preferred brands on social media, 63% cited the quality of products or services, followed by engaging content (46%), interaction with audiences (36%), and the speed of customer responses (24%).

Social media plays a significant role in the cultural zeitgeist, offering platforms for communication, customer service, commerce, community development, and content generation. There are several crucial aspects of social media culture that marketers should recognize.

Fundamental elements of social media culture

The 2025 Sprout Social Index reveals that 93% of consumers believe it’s vital for brands to stay in sync with online cultures.

“Social media culture embodies immediacy and ephemerality featuring real-time updates and transient content. Recognizing these aspects is critical for navigating the ever-evolving digital landscape and crafting effective social media strategies. Embracing internet culture and its trends while understanding its implications can enable brands to connect with audiences meaningfully,” asserts Savanna Sargent, Manager, Content at Sprout.

She likens social media to millions of town squares, each encapsulating diverse experiences and perspectives. These squares intersect via fundamental elements of social media culture and algorithms that tailor online experiences.

Let’s delve into the foundational components 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 niche interests.

Viral moments and trends

Goulet emphasizes that internet culture flourishes on virality. These moments generate collective digital experiences, uniting people in personal yet expansive ways. They also embody shared interests and humor.

Consider the phenomenon of memes. They serve as a pillar of social media culture because they resonate universally—humorous, relatable, and rooted in common experiences or trends. Viral moments and trends offer brands entry points into the realm of social media culture.

While consumers expect brands to stay abreast of social media culture, they also anticipate that brands won’t opportunistically exploit every trend. Index data illustrates that over a quarter of consumers agree it’s only effective for brands to engage within one or two days of a trend’s emergence.

The lesson? Understand the intricacies of viral moments and trends within the context of your brand’s identity. Participate only if it aligns with your brand’s essence.

“When a brand authentically engages with a meme—like when Duolingo utilizes its amusing owl mascot in trending contexts—it becomes part of the conversation instead of remaining a spectator. This incorporation enhances brand personality and fosters a connection, making audiences feel like the brand ‘understands’ them,” explains Goulet.

Visual content

Text threads, photography, video, GIFs, carousels, infographics—regardless of format, visual media predominates social media platforms. Engaging in this culture necessitates producing visual content that disrupts endless scrolling.

Visual content captures attention and holds it, but another reason for its popularity lies within edutainment. Edutainment merges educational and entertaining content, precisely what modern consumers expect from brands. The 2024 Social Media Content Strategy Report revealed that 66% of users find edutainment to be the most engaging form of brand content, even surpassing skits, memes, or serialized uploads.

Short-form video

Short-form video stands out as one of the foremost types of visual content. Major networks such as TikTok, Instagram, YouTube, and LinkedIn all offer short-form video as a storytelling method.

“It’s quick, digestible, and caters to our fleeting attention spans. Short-form video isn’t mere content; it’s emotion-fueled entertainment or education within a minute. It drives trends, incites discussions, and provides everyone, whether brands or creators, a compelling avenue to illustrate rather than just inform,” remarks Goulet.

User-generated content

User-generated content (UGC) forms the authenticity core of online interactions. “Whether it’s consumer reviews, unboxing videos, or humorous brand challenges, this type of content cultivates a sense of community. People trust individuals over polished advertisements. Embracing UGC allows brands to elevate genuine voices and forge stronger connections,” says Goulet.

As the essence of UGC lies in authenticity and relatability, it presents an opportunity for brands to build trust and enhance brand awareness. User-generated content creators—who don’t require substantial followings or recognizable personas—are vital contributors for brands seeking organic-feeling content.

Influencers and creators

Influencers and content creators are described by Goulet as cultural architects. They pinpoint trends, establish aesthetics, and shape public opinions. Whether through niche micro-influencers or viral mega-icons, their unique ability to humanize content and render it relatable is unparalleled. Collaborating with influencers enables brands to tap into new demographics and craft compelling content that resonates, enhancing engagement and driving sales.

Mason characterizes influencers as cultural trendsetters influencing consumer behavior. She notes that influencers function as trusted friends offering relatable advice on topics ranging from fashion to finance to personal care. They bridge the connection between brands and consumers.

“These days, consumers are not inclined to check a brand’s social presence for product information. When seeking an unfiltered review, they are more likely to research on TikTok or visit their favorite influencer’s page for guidance. Word-of-mouth marketing remains powerful. It’s straightforward and genuine,” she observes.

Online sub-communities and niche interests

Mason indicates that subcultures on social media drive numerous trends and cultural phenomena. Subcultures initiate vital cultural discussions, with influencers capable of steering these dialogues through their social influence.

“What starts as niche terminologies, slang, or inside jokes can swiftly go viral, molding online communication styles for a larger audience. Witnessing this sort of influence in the moment can be thrilling, yet it’s paramount to acknowledge the communities initiating these trends to prevent appropriation or underreporting credit when it’s due elsewhere,” she asserts.

She emphasizes that despite the influence of content creators, issues like systemic pay disparities, particularly for Black creators, persist. Studies indicate that creators from marginalized backgrounds often receive lower compensation compared to their white counterparts with similar audience sizes.

“There’s much more to discuss, but the sentiment is clear: substantial work remains for brands to ensure equitable opportunities for diverse creators,” she adds.

Cultivating a profound sense of community and engagement within these subgroups is essential.

“It reminds me of the chat rooms of earlier times. There exists an intrinsic sense of belonging and self-sustenance where individuals feel secure to share and create freely without fear of judgment or misunderstanding. This aspect is critically significant for culturally diverse groups; hence, many perspectives on activism and social commentary flourish here. Often, mainstream narratives misrepresent or underrepresent these communities, representing a massive missed chance to comprehend varied cultures,” she articulates.

Why brands should embrace social media culture fluency

These foundational elements of social media culture not only characterize social platforms; they fundamentally influence how we communicate, learn, and make purchasing decisions.

“For brands, aligning with these facets of internet culture is not optional—it’s vital. By grasping what propels social media behavior, brands can remain relevant and develop relationships that feel intimate, genuine, and significant,” remarks Goulet.

Today’s consumers can discern inauthenticity swiftly. Whether it’s a well-timed meme or a considerate reaction to a trending issue, fluency ensures your communication strikes a chord with your audience rather than merely talking at them. Beyond deepening your understanding of your audience, there are several reasons for brands to attain fluency in social media culture.

Gain deeper audience insights

Index data reveals that 98% of social media practitioners believe content must adapt to current online trends and culture. Fluency in social media culture allows brands to converse fluently with their audiences. They become aware of cultural references that resonate across networks and comprehend crucial conversations impacting their audience.

“If social media is where culture originates and culture guides purchasing behavior, that implies your audience is currently on social media discovering which brands to support, which trends to accept, and which products to try. If you fail to participate in their sphere, you leave space for your competitors to lure them away. Even in B2B or other unexpected sectors, customers continue to turn to social for brand and product discovery,” asserts Aubree Schaefer, Content Strategist at Sprout.

Comprehending internet culture also helps prioritize content types.

“Trends may come and go, but content formats (e.g., ‘spend a day with me,’ sludge content, heavily referenced memes) link past internet references with emerging culture. Internet culture is cumulative, continually building upon its history. Content formats aid us in comprehending new iterations and fostering shared understanding,” shares Schaefer.

Strike a balance between brand safety and trend awareness

Not every trend or viral moment suits your brand. As Mason points out, what’s fitting for one entity may not be for another. Understanding your audience and sustaining a robust brand identity are essential when engaging in broader dialogues. She emphasizes that innovating without a solid grasp of social media culture and its implications can be challenging.

She suggests allocating time to familiarize yourself with networks to observe changes and leverage social media tools for assistance—this approach aids marketers in adopting a realistic perspective when engaging with social media culture. It’s also beneficial for spotting emerging trends.

“Specific tools can identify budding trends and comprehend subgroup interactions. They analyze which audiences engage with particular content and their interaction patterns. Tools can assist brands in recognizing effective strategies for target audiences and monitor public sentiment in real time to address potential controversies before they escalate,” she explains.

Failing to grasp the lexicon of these spaces can result in being overlooked or mocked. Ultimately, staying informed helps enhance communication and enables you to ascertain how to differentiate yourself or avoid missteps.

Utilize data to support other business areas

Social media gives individuals a platform for unfiltered expressions about products, services, and brands. By harnessing social media listening and various AI-driven tools, businesses can closely observe social discussions and uncover insights about their brand that may have gone unnoticed. Social data provide a direct channel to target audiences and reveal opportunities for real-time relevance. Such insights can be leveraged across multiple facets of your business, including marketing efforts, product innovation, and customer service.

Monitoring these discussions gives businesses direct insight into consumer sentiment, challenges, and desires. For instance, H&M recognized growing consumer concerns regarding the environmental implications of fast fashion and adjusted several sourcing policies. They raised prices on certain items, which allowed them to curate a wider array of products for a more economically diverse customer base, helping them remain competitive.

As your competitors also engage online, you can scrutinize their contributions to social media culture—whether through campaign tactics, messaging, or audience engagement. Use competitive information to guide your strategies, identify voids to fill, or discover opportunities for distinction.

Creating culturally relevant social media content

Let’s confront a tricky subject: convincing leaders who aren’t in tune with social media culture about its significance for integrating social media into strategy can be challenging. Index data shows that a substantial percentage of social marketers (41%) feel their leadership lacks faith in their capacity to generate effective content. They also desire executives to grasp the value of audience-focused content. Before diving deep into creating culturally aligned content, securing leadership approval is often a prerequisite. Even if a leader acknowledges the necessity of cultural relevance in audience-focused strategy, demonstrating the tangible impacts of social media is crucial.

Social teams inevitably require additional resources, but to gain support, they must illustrate how their strategies yield positive outcomes. Index data indicates that 65% of marketing leaders assert that social teams need to showcase how their social campaigns align with overarching business objectives.

With appropriate social media analytics tools, social teams can relay performance metrics along with deeper impact by presenting audience insights derived from both social listening and competitive analysis. By tracking and sharing instances where your team effectively harnessed social media culture to benefit the business, you can construct a compelling case for greater resources.

Resources to enhance cultural fluency in social media

Cultural fluency within social media is an ongoing endeavor. Here are practices to stay attuned to cultural developments:

• Subscribe to newsletters from industry authorities like Link in Bio, After School, User Mag, and Hung Up.
• Follow leaders, marketers, influencers, and creators within social media on platforms like LinkedIn.
• Set Google News alerts for music, technology, business, sports, and cultural topics.
• Establish a “dummy account” (i.e., an account distinct from your personal one) on platforms like Instagram and TikTok for research. Follow trend-identifying accounts such as Death to Stock, Digifairy, Antonio Gary Jr., and Burrell Communications.
• Create equilibrium between organic content consumption and using social listening tools, particularly during pivotal cultural events (e.g., New York Fashion Week, award ceremonies), to comprehend broader online conversation themes.

Become a steward of social media culture

Social media culture has evolved markedly since the early 2000s, fundamentally reshaping our daily interactions—from communication methods to information consumption and commerce. Interested in furthering your understanding of social media culture? Download The 2025 Sprout Social Index™.

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