Published on March 28, 2022, at 10:01 p.m.
By Kyrsten Eller.
As the digital age continues to evolve, the trends in our lives do, too. Whether it be a new recipe that we come across on our TikTok “For You” page or a stylish new outfit sponsored on our Instagram feed, social media has influenced societal and consumer behavior. Social media has given consumers the ability to dictate their own trends, so it’s understandable why what’s popular comes and goes so quickly.
Fashion is one specific example where we are able to see trends constantly change — the chunky sneakers for instance were in and out in less than a year. According to an article from Heuritech, “Social media has led consumers to adopt and move on from fashion trends quicker than before.” It’s also stated that in order for brands to satisfy their customers, “brands must keep up with the forecasts.”
One strategy brands can use to keep up with and influence trends is product awareness. As a Clootrack post noted, “When people face a problem, they start searching for a solution.” Every social media platform strives to influence a consumer’s decision, and in order to succeed, it’s important for a brand to have a strong social media presence that accurately attracts users toward them.
People are also more likely to try something new if it’s recommended or used by an influencer. According to a 2019 GlobalWebIndex study, approximately “one in five of Gen Z and millennial respondents from the US and UK made a purchase inspired by an influencer or celebrity post on social media.”
Trends happen everywhere we look, including in the food industry. Take model Gigi Hadid’s vodka pasta and socialite Hailey Bieber’s pizza toast; the celebrities’ platforms helped these recipes go viral by already having millions of followers. Although there are people whose posts can go viral without the help of being famous, it’s said that “half of US Gen Zers and millennials trust influencers’ recommendations.”
No matter what styles or recipes we enjoy now, no trend will stay relevant forever. Trends come and go, and some may stay prevalent for a longer time than others. As long as we’re living through the digital age, we will have to deal with social media dictating our way of life.