Cheekbone Beauty TikTok video featuring founder Jenn Harper.

[fomayof928@mowline]

They use YouTube, TikTok and Instagram for short-form videos, but they incorporate videos longer than a minute as well.


Brand takeaway: Since video is available almost everywhere, consider investing more in video where it makes sense for your brand and audience. While video may require a bigger investment, you can get the most out of your budget by repurposing, adapting and cross-posting video content across networks. For instance, if you have a podcast on YouTube, consider promoting your longer form videos with short-form videos on Threads, Reels or TikTok. Make sure to cater to each platform’s unique audience, culture and characteristics.

Trend 2: Cultural fluency is must for brands
Social media is the epicenter of culture. Today’s consumers are cyprus b2b leads flocking to screens to learn about the latest happenings—gone are the days of traditional media. The Index found consumers definitively agree: Across generations, 90% of consumers use social media to keep up with trends and cultural moments, even more than TV and streaming services, talking to friends and family and other digital media.

Data visualization from The Sprout Social Index™ showing the sources consumers use to keep up with trends and cultural moments. Across generations, 90% of consumers use social media to keep up with trends and cultural moments, even more than TV and streaming services (60%), talking to friends and family ( 66%) , other digital media (54%), podcast (25%)and print media (23%).
Online culture is layered, complex, niche and ever-changing, so being culturally competent is a must for brands. Some 93% consumers agree it’s important for brands to keep up with online culture. And nearly all (98%) of social media practitioners agree that social content has to keep up with online trends and culture.

Stat callout from The Sprout Social Index™ that reads "98%of social media practitioners agree that social content has to keep up with online trends and culture."
Want a masterclass in understanding online culture? Take a deep look into Marc Jacobs’ TikTok. The fashion house references niche trends, memes and communities on the platform, often working with celebrities, creators and influencers who embody the brand.