Social media trends in the U.S. market: e-commerce and news

In the United States, social media is expanding its influence on online shopping, news updates, events, and political discussions. The boundaries between e-commerce platforms like Amazon, standalone websites, and certain social media channels are becoming increasingly blurred, if not disappearing entirely. The same trend applies to the distinction between news websites and social platforms.

The implications for branding in the U.S. market are significant. The strategies and tools required to engage with the "new" generations—Millennials, Gen Z, and now even Gen Alpha—are radically different from what brands are used to.

For new and emerging brands entering the American market, this shift could be advantageous. Without being constrained by outdated marketing approaches, these brands can adapt more easily. Below, we explore some of the emerging social media trends shaping the U.S. market.

The transformation of news consumption through social media

More people now follow news influencers rather than fashion influencers. Additionally, there has been an increase in the use of certain social platforms to stay informed about current events. As trust in traditional media declines, users are seeking information from alternative sources.

Some social platforms have more users, while others have greater cultural influence

In terms of user numbers, Facebook remains the leader, while TikTok ranks eighth. However, when measuring cultural impact, TikTok jumps to third place. For many brands, staying updated on trending topics within the app—whether by contributing content or reacting to relevant discussions—is essential for spreading their message.

Short-form videos extend beyond TikTok

Brands looking to invest in short-form content shouldn’t focus solely on TikTok. Instagram Reels and YouTube Shorts are also highly popular, each with a well-defined target audience. Additionally, companies should assess whether short videos are suitable for their content type, as long-form videos can sometimes be a more effective choice.

More people discover products through social media than search engines

Social media plays a more significant role in the purchasing journey than many might assume. Businesses seeking visibility must create engaging content that sparks curiosity and inspires their target audience to explore the brand further.

Authentic, knowledgeable, and trustworthy influencers can increase ROI on social media advertising

Influencer marketing can have a massive impact, but it must be approached strategically. An influencer’s follower count is only part of the equation; they must also resonate with the target audience, appear authentic, and demonstrate expertise—especially in industries like beauty and cosmetics.