Social Media Marketing: Passing Trend or Permanent Influence?

How Trends Come to Be in the Modern-Era

The fashion and beauty industry constantly evolves, shaped by technology, cultural shifts, and ever-changing consumer values. Gone are the days when trends were dictated solely by runway shows and glossy magazines—social media now sets the tone. When I got my first smartphone, social media became my go-to guide for style inspiration. Over the years, I’ve watched countless trends rise and fall—like bows or boxer briefs worn far beyond their intended purpose. And yes, I’ve embraced both of these trends myself. But what fascinates me most is how quickly something goes “out of style” in today’s digital landscape.

Social media is at the heart of this fast-paced trend cycle. What started as a space for connecting with friends has transformed into the most powerful force shaping fashion trends. How we consume content today has made social platforms more influential than ever, making them the ultimate trendsetters of our time.

This is nothing new to us; it has only become more apparent in our everyday lives. In the early 2000s, a wave of original fashion influencers emerged before modern content creators and algorithm-driven advertising took over. Pioneers like Chiara Ferragni and Bethany Mota leveraged early social media, blogs, and YouTube to build their platforms, unknowingly reshaping the trajectory of fashion trends. What started as hobbies soon evolved into a booming industry, leading to the rise of influencer marketing as a dominant business model.

With the expansion of platforms like Instagram, Tumblr, Pinterest, and Facebook from 2010-2015, social media became the driving force behind trend cycles. But in 2019, a new giant took over: TikTok. Becoming the most downloaded app of the year, TikTok captured a younger audience, setting itself apart from its predecessors. It quickly evolved into Generation Z’s Facebook, revolutionizing content creation and launching influencers and advertising into an entirely new playing field.

Consumers have shifted toward online retail, and in response, companies have adapted their advertising strategies via social media. Paid partnerships with our favorite online personalities create a sense of trust, making us more likely to buy into what these brands are selling. Influencer-driven brand building has transformed modern advertising, playing a significant role in how trends gain momentum. According to Forbes, the influencer industry is valued at approximately $250 billion, with a substantial portion coming from clothing brands. As a result, companies prioritize influencer marketing, and this industry’s rapid growth shows no signs of slowing down.

When a high-profile figure wears a particular brand, accessory, makeup look, or even hairstyle, fans and supporters become to eager to replicate a look. Some of the most influential celebrities and social media figures—such as Alix Earle, Hailey Bieber, and Emma Chamberlain—were captured sporting some of the biggest trends of 2024. It was the year of vintage fashion staples like suede, linen pants, Adidas Sambas and Gazelles, Frye boots, bloomers, leopard print, blazers, capri pants, and ballet flats. As a result of our favorite celebs taking part, these trends spread rapidly, creating a domino effect that shapes the fashion industry.

Trend-Driven Consumerism

Social media has revolutionized the way brands understand consumer desires. It’s no longer just about what we see—it’s about how we engage. Every like, share, view, and comment serves as a digital footprint, revealing audience preferences and shaping the products brands create. Advertisements and sponsored posts now do more than just promote; they analyze consumer behavior, filtering out potential failures before they even hit the market. Every interaction—whether intentional or subconscious—guides a company toward its next sale. When one brand cracks the code to a viral trend, others quickly follow, striving to refine and outdo the original. The greater the engagement, the faster the virality, the higher the sales—a proven formula for success in today's fashion and beauty industry.

Beyond aesthetics, trends often carry an element of exclusivity—a "status marker" that brands strategically leverage. This marketing tactic, long used by luxury companies, has been supercharged by social media. A perfect example of this modern phenomenon is the rise of Parke, a brand that has taken the industry by storm. In just a few months, social media has propelled Chelsea Parke’s once-small high-end clothing label into a $15 million powerhouse. The viral craze began with the now-iconic $125 “varsity mock neck” sweater emblazoned with the PARKE logo.

The appeal of certain trends can be puzzling, but exclusivity fuels demand. When Parke launched a limited-edition Valentine’s Day collection, it sold out within minutes. This begs the question: Is the brand’s soaring popularity driven by its style, or by the thrill of belonging to an exclusive club? Fast-fashion retailers like Zara have seized the opportunity, releasing their own versions of the mock neck sweater to cater to those eager to participate in the trend without the hefty price tag.

In the end, social media doesn’t just reflect consumer preferences—it shapes them. And in a world where exclusivity and virality sells, brands that master the art of scarcity and status will continue to thrive.

Circulating Styles of the Past

My first real memory of TikTok’s influence dates back to 2020 when our wardrobes were shaped by high-waisted baggy patch jeans, tie-dye, bucket hats, cow print, and more crop tops than we ever thought possible. My feed overflowed with fast fashion—cheap polyester and what I like to call “one-hit wonders,” pieces worn once before being forgotten in the depths of a closet or discarded into a landfill. That was when I truly grasped the meaning of a “micro-trend.” These fleeting fads became a time capsule of their own, only to be replaced by the next big thing.

I’ve witnessed the power of social media influence in real time. On a campus of 60,000 students, trends take hold at every corner. One season, it’s puffer jackets; the next, long wool trench coats. Matching sweat sets, handbags, button-up cardigans, low-waisted jeans, leather jackets, knee-high boots, and micro-shorts—all cycling in and out of popularity at lightning speed. Since arriving at Penn State in 2022, I’ve watched the campus style evolve before my eyes. But the real shift happened online first—these trends went viral on TikTok and Instagram before they dictated the campus, proving just how powerful social media has become in shaping fashion on a large scale.

Trends now spread faster than at any point in history. With a few clicks, we can discover something we love, find it instantly, and deliver it to our doorstep within days. Social media propels new products to millions in a matter of hours, making it easier than ever to jump on a trend—and just as quickly abandon it. Keeping up feels nearly impossible. I often struggle to distinguish between a micro-trend and something that genuinely aligns with my style. At what point does it all become too much?

Shamelessly, I have fallen into the trap of spending my paycheck on micro-trends. Still, I’ve learned to take inspiration from current styles or explore second-hand shops to incorporate them into my wardrobe authentically without draining my bank account to keep up with the ever-changing fashion cycle. I've begun curating a collection of streamlined basics—pieces that can be worn countless times and remain stylish regardless of fleeting fashion trends. Take my classic black turtleneck from LOFT, for example—it's been a go-to for everything from a family Christmas gathering to a night out on the town with my friends. I highly recommend building a similar collection; it's a smart way to save money and avoid getting caught with a closet full of micro-trends.

Trends of 2025

Today, fashion is shifting toward timeless staples and an embrace of high fashion, moving away from the rapid turnover of fast fashion in favor of more sustainable, long-lasting pieces. Elevated business casual, refined athleisure, boho-chic, old-school elegance, and classic nautical-inspired pieces are making waves in the market. Fashion’s cyclical nature is on full display as trends from the early 2000s and ’90s resurface in 2025. These styles are now front and center on leading retail sites like Zara, Revolve, ASOS, and Reformation, proving that the past continues to shape the future of fashion.

Microtrends are inevitable, regardless of the shift toward sustainable clothing choices, so I’d like to share a tip as a pro-window-shopper. One of the best ways to spot a microtrend is to examine the quality of the material. When brands use lower-quality fabrics, it’s often a sign that the trend won’t last long. Clothing made from 100% polyester or predominantly synthetic blends rather than high-quality materials like 100% cotton indicates that the appeal will fade quickly.

As a reminder, I created this blog to inspire those who want to refresh their style, not to pressure anyone into wearing one thing over another; I aim to generate ideas. Trends have no rulebook and are certainly not essential to being stylish. The key is wearing what makes you feel your best. But if you’re looking for ways to elevate your wardrobe, you’re in the right place. Stick around for more style inspiration!

Thank you for reading!

Best,

Avery Fritsch
Author of UnFold