Social media is now the epicentre of pop culture – in fact, 90% of consumers use social platforms to keep up with trends and cultural moments (far more than TV or other media). Apps like TikTok and Instagram set the tone, churning out viral challenges, memes, and conversations that capture global attention. Feeds today move at breakneck speed, with trending content mixing humour, creativity and community storytelling. This report highlights the key TikTok and Instagram trends happening right now, and why it’s crucial for brands to ride the cultural wave.
TikTok: The Pulse of Viral Content
TikTok remains the platform for fast-moving, viral content. Short-form video dominates, and the most viral TikTok posts usually include dance challenges, catchy music or emotional short clips. Keeping an eye on TikTok’s For You page reveals what’s hot: trending sounds, hashtag challenges, and creative video edits are where new memes are born. A few current TikTok trend highlights include:
- Dance & Music Mashups: Viral dances set to remixed audio are everywhere. For example, the “What’s Going On” dance trend (a mashup of Nicki Minaj’s “Beez in the Trap” with 4 Non Blondes’ 90s hit “What’s Up?”) exploded in popularity. TikTok’s influence on music is huge – a catchy sound can resurrect old songs or send new ones up the charts.
- Comedy & Relatable Skits: Playful meme formats and POV skits thrive on TikTok. Users love quick, relatable humor about everyday life or work. (One recent office-humor trend, “Guys, I Lied on My CV,” had people joking about exaggerating skills – a perfect example of TikTok’s comedic spin on real-life situations.) Brands have joined in with their own funny twists to seem more human.
- Local Hits Going Global: TikTok trends often cross borders. In the UK, a travel-inspired “Jet2 holiday” jingle became a popular audio for vacation highlight videos. – and soon users everywhere were humming along. TikTok’s algorithm doesn’t care where a trend started; if it’s entertaining, it spreads to U.S. audiences just as easily, and vice versa.
Staying plugged into TikTok trends is essential for brands aiming to grow or stay relevant. The platform’s culture rewards creative adaptation – brands that quickly riff on a viral dance or meme (in an authentic way) can see massive boosts in views and engagement. The key is to be fast, fun, and aligned with the TikTok tone: casual, genuine, and entertaining.
Instagram: Reels and Cultural Cachet
Instagram in late 2025 is a tale of two worlds: the polished aesthetic of the past and the new Reels-driven, trend-hopping culture that borrows from TikTok. With Reels (Instagram’s short-video feature) front and centre, the platform is heavily leaning into trending audio and video memes. Some current Instagram trend themes include:
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- Seasonal & Holiday Vibes: As the year winds down, festive content is exploding. One trending Reel uses Paris Hilton’s cheeky “All I Want for Christmas” sound – perfect for showcasing wish-list products and holiday “haul” videos. Another fun Reel trend has people doing rapid shopping montages to a remix of “Jingle Bells”. Brands are riding these trends to highlight gift items and tap into holiday excitement.
- Nostalgia Overload: 90s and 2000s throwbacks are in. A viral Reel trend features The Verve’s “Bittersweet Symphony” as a soundtrack for nostalgic montages of one’s teen memories. Creators (and brands) are pairing old photos or “then vs. now” clips with this emotional music to give viewers the feels.
- Creative Edits & Audio Memes: Instagram users love clever editing tricks. A popular Reel audio from the musical Wicked sparked a transition trend where people magically swap outfits or scenes on beat. Another trending sound (a Taylor Swift remix dubbed “Elizabeth Taylor”) has been used for quick-cut product showcases and lip-sync skits. These trends show how Instagram culture now prizes fun experimentation – quick cuts, dramatic transitions, and pop-culture references that catch the eye.
- Authenticity and “Casual” Posts: Alongside the flashy Reels, Instagram’s user base (especially Gen Z) continues to embrace more raw, unfiltered sharing. Photo dumps, behind-the-scenes Stories, and candid carousels are trendy as an anti-highlight-reel statement. Even brands are loosening up: we see more “day-in-the-life” Reels, lo-fi smartphone videos, and humorous captions replacing the overly curated posts of old. Being authentic and relatable is the new cool on IG – polished perfection is out, personality is in.
Overall, Instagram’s trend cycle has become closely intertwined with TikTok’s. Many memes or sounds jump between platforms (often starting on TikTok). But Instagram still adds its signature touch – trends often get a slightly more stylizedor brand-friendly adaptation on IG. For marketers, Instagram remains vital for cultural relevance, especially given its broad reach in both the US and UK. Success means keeping content fresh with trending Reels, while also maintaining the authentic voice that audiences now expect.
Culture & Meme Moments Across Platforms
Beyond individual platforms, larger cultural moments and memes ripple across social media as a whole. Whether it’s a major pop culture event, a viral joke, or a social cause, these trends transcend any one app and become internet-wide phenomena. Brands that understand and tap into these cultural currents can massively boost their online presence. For example, when a blockbuster movie or sports final sparks a meme wave, clever brands quickly insert themselves with a witty tweet, an Instagram post, or a TikTok that riffs on the trend – and audiences appreciate it when it’s done right.
Social media has truly become the public square for cultural conversation. When news breaks or a funny meme emerges, you’ll see it on X, TikTok, Instagram, Reddit – everywhere at once.
Importantly, consumers now expect brands to be culturally fluent. 93% of people say it’s important for brands to keep up with online culture, and 98% of social media professionals agree their content must sync with current trends. When brands nail a cultural reference or meme, they often get praised for “getting it” and feeling relevant to younger audiences. We’ve seen fast-food chains, fashion labels, even banks successfully use memes or viral challenges to shed corporate stuffiness and appear as part of the community. The tone tends to be light, self-aware, and aligned with whatever’s buzzing that week.
Of course, jumping on cultural trends requires timing and authenticity. Social media moves in real-time; a joke that was cool last week might be stale or overused today (over a quarter of consumers say brand posts on a viral trend are only effective within the first day or two of the trend). Miss the moment, and the impact fizzles – or worse, a late attempt can feel cringey. Brands also need to choose their moments wisely. Not every meme or trend will suit a brand’s voice, and trying too hard to be “hip” can backfire. The golden rule is to participate in cultural conversations that genuinely fit the brand and bring something fresh or funny to the table. When done well, the payoff is huge: higher engagement, free viral exposure, and a brand personality that people love interacting with.
Conclusion
Staying on top of social media trends isn’t just about being “cool” – it’s a business advantage. In a world where audiences scroll quickly past anything dull, riding the wave of a trend can capture attention and make a brand memorable. Whether it’s a TikTok dance craze or a nostalgic Instagram Reel, these trending formats are now the language of online communication. Brands that speak this language show they understand their communities, which builds trust and likability.
Critically, leveraging trends and cultural topics injects relevance into a brand’s online presence. When a brand cleverly references a meme or participates in a viral challenge, it humanises the company and invites consumers to engage. Data backs this up: people genuinely appreciate when brands keep up with the zeitgeist (a solid 40% of consumers think it’s “cool” when brands join a viral trend). It signals that the brand is plugged into the same world as its audience, rather than broadcasting in old marketing-speak.
That said, the most successful trend-driven campaigns are authentic and agile. The tone should match the platform (playful on TikTok, polished-yet-relatable on Instagram, witty on Twitter/X, etc.), and the content should feel true to the brand’s personality. Speed matters too – being among the first movers on a trend yields far more impact than lagging behind. It’s a challenging game, but brands that build nimble content strategies and trust their social teams to be creative are reaping the rewards.
In summary, tapping into social media trends and cultural moments is now a core strategy for savvy brands. It’s how you stay visible in feeds, spark conversations, and ultimately, enhance your presence online. The social landscape in the US, UK and beyond is constantly evolving, but one thing is constant: if you can capture the internet’s attention even for a moment, you win. Brands that embrace trending culture (with their own spin) are not just riding the waves – they’re strengthening their relevance and connection with the very people they want to reach. In late 2025 and beyond, social media moves fast, but with the right approach to trends, brands can move with it – and shine.
