Consumers mostly expect brands to be present on social media and to be responsive in a timely manner. However, there are many factors for brands to consider when planning their social strategy. 

First, be careful about jumping into viral social trends. According to one study, while 40% of consumers consider it “cool” to do so, one-third think it’s “embarrassing” when brands do this. Also, timing of joining into a trend is important. Over one-quarter (27%) of consumers think it’s effective only during the first 24-48 hours of a new trend. Gen Z is more receptive to internet trend behavior by brands than boomers.

Another consideration is TikTok. Whether the platform will remain available in the US is still undetermined. For brands wanting to engage with younger audiences, this is a potential problem. Almost half of Gen Z consumers plan to purchase goods through a social media platform in 2025, and over 80% of Gen Z consumers are on TikTok.

Also, brands need to be aware of misinformation on their platforms. Consumers expect brand responsibility, and almost all (93%) think that brands should do more to stop misinformation than is currently done. Third-party social media fact-checking is moving to user-based moderation with methods such as Community Notes. With Community Notes, brands have an opportunity to engage with consumers while contributing to the fight against misinformation.