Three current social media trends and how to make the most of them with your brand

"From Gen Z and their TikTok dances to the millennial squares of IG, when we think of social media we think of the younger generations. However, 'older' audiences are also getting involved. From how to remove stains on walls and 'Things I wish I knew in my 20s' to fashion advice and rediscovering their personal style, older gens are increasingly growing their share of voice on social - seeking advice from (as well as giving advice to) the young ones."

"We've all seen the satisfying videos that pander to our cleaning tendencies, but what's next in line? A trend dedicated to restocking and refilling household items! In case you were wondering, watching oddly satisfying videos has actually been shown to cause the release of serotonin and dopamine in the brain, causing us to feel more relaxed. Not sure about you, but we're sold!"

"So, what does this mean for brands? Social media has long claimed its role in the new world order with each generation changing how we use it and what it can achieve. But this new level of crossover and interaction between generations means brands should think twice about who they can reach and how when it comes to their social media plans."

Older generations are increasingly active on social media, sharing and seeking advice on topics ranging from home repairs and stains to fashion and life lessons. Restocking and refilling videos deliver oddly satisfying visuals that trigger serotonin and dopamine, creating calming, repeatable short-form content. FMCG, sustainable food services, and beverage brands can leverage refill and fully stocked-cabinet narratives to showcase utility and eco credentials. Cross-generational crossover expands reachable audiences and requires brands to reassess targeting, creative execution, and platform strategies. Video game culture is also rising as an engaged social audience for brand partnerships and activations.

Read at The Drum