6 Months In: The Trends Dominating Social Media So Far

We’re only (and already) halfway through 2025, and social media has already served up its fair share of hyper-niche memes, viral sounds, and oddly specific content formats. Viral sounds that make no sense somehow do. At Iron Roots, we keep a close pulse on what’s trending. Not just so we can talk about it, but so we can help our clients tap into it in a way that makes sense for their brand. Here’s a rundown of the trends we’ve seen dominate so far this year.

 

“Propaganda I am/am not falling for” — Meme Marketing That Works

A goldmine trend across TikTok and Instagram Reels, and it’s one of the most flexible trends we’ve seen in a while. Users fill in the blanks with things like:

“Having a morning routine is propaganda I am falling for”

“Wearing real clothes to work is propaganda I am not falling for.”

Brands are hopping on by calling out the industry norms or hyping their products in a tongue-in-cheek way. 

When done right, it hits the sweet spot between cultural awareness and self-aware marketing. We’ve had fun with this one ourselves at Iron Roots, using it to highlight everything from social strategies and profile organization to our favorite work habits and different fonts. It’s been a great way to show off personality while joining a broader internet conversation.

 

The Return of Musical-Core and the Rise of “Wicked” Content

With Wicked promos rolling out, social feeds have been filled with dramatic vocals, emotional edits, and a wave of “musical-core”content. Brands are using the trend to add flair to beauty, fashion, and lifestyle content, and it’s working. Beyond the sounds, we saw pink-and-green color palettes, Glinda vs. Elphaba polls, and a full aesthetic takeover. It’s a great example of how cultural moments can shape both content and creative strategy on social media.

“Probably needed a hug, but I did this instead”— Emotional Humor Hits on Social

This trend blends humor with a little emotional honesty, which is exactly why it’s so shareable. It usually shows up as a voiceover or caption that sets up a chaotic or oddly satisfying action (think deep-cleaning the house or buying five shades of the same lip gloss) as a stand-in for emotional support. It’s a playful way to highlight habits, products, or behaviors without taking things too seriously. For brands in the self-care, lifestyle, or wellness space, it’s a low-lift trend that connects without feeling overly branded. At Iron Roots, we jumped on this one early with content that poked fun at our own “coping” routines. It was both relatable and a reminder that we’re right there in the feed with our audience.

 

 

UGC Is Leading, Not Supporting, Brand Strategy on Social Media

User-generated content has always been part of the equation, but this year it’s become a central part of brand strategy. Why? It feels authentic, drives trust, and performs better than overly produced ads. The best part is that UGC doesn’t have to be perfect. In fact, the more raw and real it feels, the more people respond to it. From unboxing videos to customer testimonials to quick iPhone product demos, brands that put their audience in the spotlight are seeing stronger engagement and higher conversion rates.

The takeaway? In 2025, people want content that feels real, current, and slightly chaotic. Brands that can tap into internet culture, not by chasing every trend, but by picking the ones that match their voice, are the ones people remember. We are excited to see what the second half of the year brings.