The cringe cycle of virality (and how to avoid it)

In 2025, we see a world where traditional advertising takes a backseat, and the real drivers of culture are the people—users, creators, and communities—who shape trends from the ground up.

This phenomenon has been building up for years as social platforms increasingly become the epicentre of modern culture. As billions of users create, amplify, and reshape narratives in real time, the challenge isn’t just keeping up. It’s finding a way to stand out authentically and contribute meaningfully to the conversations that matter.

Read on to explore how brands can embrace this new reality. Or, watch the full talk “Digital culture: Claiming space in trending topics” from the DEPT® Trends 2025 event.  

Here’s a fundamental truth: culture isn’t something brands create—it’s something they join. 

Traditional advertising—once a cultural force—has seen its influence wane. Viewing figures for TV commercials are declining yearly, and large-scale media’s globalised, sanitised nature has made it less culturally resonant. Meanwhile, social media has empowered individuals and communities to take the lead, making platforms like TikTok, Instagram, and YouTube the true homes of cultural relevance.

Why does this matter? We could list one hundred reasons, but let’s focus on one: the way people engage with culture today is deeply participatory. From viral memes to user-generated content, the trends that define our feeds are born out of creativity, collaboration, and conversation—not polished ad campaigns.

For brands, this means stepping off the pedestal and embracing a more human approach. Instead of trying to dictate what’s cool or relevant, the most successful brands are the ones that understand their place in the broader cultural ecosystem and adapt accordingly.

One moment, the next big internet trend is a grassroots phenomenon driven by user-generated content (UGC). The next, it’s on a late-night talk show. And before you know it, brands are jumping in—sometimes elevating the trend, and often unintentionally sending it straight to the cringe pile.

We’ve seen this lifecycle repeat time and again. Take “Corn Kid,” for example—a wholesome, viral sensation that started organically and was amplified by memes, commentary, and endless creativity from social users. Eventually, mainstream media and brands joined the fun. 

With any viral moment, not every attempt to include yourself lands, and many brands are simply too late. The sheer speed at which trends rise and fall means you have to be strategic about when—and how—to participate. Some succeed by amplifying a trend in ways that feel natural and aligned with their voice. Others take too long to join the fun, or do so in ways that feel forced, leaving audiences rolling their eyes.

The reality is that chasing trends isn’t about keeping up for the sake of it. It’s about deciding whether your participation genuinely adds value to the conversation. In a world where culture evolves at breakneck speed, thoughtful engagement beats rushed relevance every time.

When it works, successful participation in a digital trend can catapult a brand into our cultural ethos. But if that participation looks like a two-week late, corporatised and over-edited Instagram caption, for example… let’s just say leaving that post in “drafts” might be the right thing to do. 

The brands that truly stand out in our social-driven world and have cultural relevance with longevity are those that don’t jump on every digitally native trend. They most often do something entirely different: They build their own corner of the internet, creating what we like to call “socialcosms.” 

What does that look like? It starts with knowing exactly who you are and staying true to it. Consider Ryanair, a brand that has turned its no-frills identity into a cheeky, relatable social presence. Their humour is consistent, self-aware, and unmistakably “Ryanair.” When the brand participates in meme formats or trending conversations around air travel (specifically the lower-end kind), it feels natural and like it’s in on the joke. 

Or take Stanley, whose cult-favourite tumbler became a social media sensation—and not because of glossy campaigns, but through authentic creator partnerships. Stanley fans didn’t just buy the product; they made the water bottles their own, accessorising, customising, and showcasing their collections online. By leaning into this kind of community-driven engagement, Stanley has built a cult-like following, creating loyalty and fostering enthusiasm that no one-off trend can replicate.

The common thread for these brands and others? Transparency, consistency, and letting go of rigid corporate control. Successful brands in the social and cultural realm don’t try too hard. They lean into their unique strengths, trust the voice and persona their social and/or branding teams have developed, and invite their audience to be part of the story.

While there’s no magic formula for hitting the big time in the cultural zeitgeist, the brands winning on social media in 2025 aren’t necessarily the loudest—they’re the most in tune with their audience. The future isn’t about jumping on every viral moment or chasing fleeting trends. It’s about creating online environments and communities where your brand feels at home and aligned with its values. 

We’re excited about the potential for brands to push boundaries, take risks, and build lasting communities in the years ahead. As the cultural landscape will only get faster, we’re here to help your brand develop data-driven social media strategies that combine the speed of AI with the authenticity and humanity of the people behind the screen.