The Ever Evolving Social Media Landscape
Social media moves fast, and this summer, the updates are coming in hot. LinkedIn is launching Collaborative Posts, making it easier for brands and executives to co-publish content together. On the Instagram side, the platform rolled out Instagram Plus, a $3.99/month subscription with exclusive story tools, deeper analytics and profile customization features, plus a new option to add multiple captions per carousel.
These platforms are evolving as audiences are shifting. Social media users are being more selective than ever before about what earns their attention. It’s changing the way content is consumed, making attention-grabbing brand storytelling a necessary avenue.
The data tells the same story. As stated in a recent social media report, video continues to dominate across platforms, with YouTube, TikTok and Instagram Reels leading the charge. But the bigger story isn’t the format, it’s the intent behind it. Audiences are gravitating toward content that feels human, specific and worth their time. In fact, more than half of consumers say they want brands to post original content series, and nearly one in three are skipping Google altogether to search on social first.
At the same time, the brands breaking through aren’t necessarily the loudest ones. They’re the ones building real community: showing up consistently, engaging authentically and creating content that makes people feel like insiders rather than just viewers. Virality is nice, but resonance is what drives loyalty.
That’s exactly the lens our team brings to our client content strategies. Below, we’re sharing the social media trends our team is most excited about this summer, and how we’re putting them to use to keep our clients apart of the conversation.
Trends We’re Utilizing for Clients
Trend: You’re Not Sad, You Just Need… – From Carson Celio
Inspiration: You’re not sad, you just need a trip to Italy this summer
O&G Client Sample: You’re not sad, you just need Mexican food (Jacinta)
Description & Value:
This trend reframes emotional states into simple, relatable fixes like “you’re not sad, you just need…” followed by a specific experience, place or product. It works for clients because it positions their offering as an easy emotional reset in a way that feels human, shareable and culturally relevant without being overly promotional.
It was a natural fit for Jacinta de México because it ties directly to the idea of food as comfort and escape, reinforcing the restaurant as a place people go for a mood lift, not just a meal.
Trend: “I’m a ___, Of Course I ___” – From Sophia Nino
Inspiration: “We’re founders of an eyewear company, of course we…”
O&G Client Sample: “I’m a Kelly/Strul Graduate, of course I….”
Description & Value:
This trend plays on shared experiences and inside jokes by completing the phrase, “I’m a ___, of course I ___,” with relatable habits, behaviors, or experiences. It works well for clients because it creates authentic, personality-driven content, encourages audience connection, and highlights community culture in a lighthearted way without feeling promotional.
For the Kelly/Strul Program, this trend provides an opportunity to spotlight the accomplishments, experiences, and personalities of Kelly/Strul Scholars in a relatable and engaging way. By also celebrating student success, the content reinforces the value of the program and helps prospective students envision the support and opportunities available to them.
Trend: Almost Forgot This Is the Whole Point – From Tatum Arai
Inspiration: Almost forgot this is the whole point
O&G Client Sample: Almost forgot this is the whole point
Description & Value:
This trend pairs scenic, lifestyle-focused content with the phrase “Almost forgot this is the whole point,” encouraging audiences to slow down and appreciate simple moments. It works well for clients because it creates an emotional connection without feeling overly promotional, allowing products, places and experiences to be featured in a way that feels authentic and relatable.
For Nautilus 220, this trend provided an opportunity to showcase the property’s waterfront setting and outdoor amenities through a lifestyle-driven lens. By emphasizing the everyday experiences associated with coastal living, the content highlighted the property’s appeal while creating a stronger emotional connection with viewers.
Trend: “Bad news for ___, I ___” – From Kelly Henning
Inspiration: Bad news for my wallet
O&G Client Sample: Bad news for summer heat…Fortis HVAC-R students learn skills designed to keep cooling systems running
Description & Value:
This trend uses a humorous setup by introducing a playful “bad news for…” statement, followed by an unexpected punchline that highlights a product, service or skill. The format is short and highly adaptable, making it effective for educational brands looking to participate in trending content while reinforcing program benefits in a lighthearted way.
For Fortis, this trend provided an opportunity to showcase the HVAC-R program through a seasonal lens. By positioning summer heat as the “problem” and Fortis HVAC-R students as part of the solution, the content highlighted the practical skills students develop while connecting the program to a timely, real-world need. This approach kept the content engaging and trend-driven while naturally reinforcing the value of skilled trades training.
Looking Ahead
As your brand’s content strategists, we help identify the trends that will actually connect with your audience.
We know your brand.
We know your audience.
We know how to create a social media strategy that feels authentic.
Want to chat? Contact our office today.