Five Years, Five Trends
As we mark five years in PR, Communications and Social Media, we’ve been reminiscing (and scrolling the archives, of course).
The Irish social media scene has seen major glow-ups, and to celebrate, we’re diving into five key trends that have shaped how we scroll, create and connect.
TikTok Grew Up (and So Did We)
Hands up if you can remember TikTok’s original name? Nobody? WELL, believe it or not, there was a time when the platform was called Musical.ly, and the content consisted solely of fast dance routines and lip-syncs. It felt like a chaotic playground for Gen Z - fun, fleeting and full of energy. While some things are too good to change (the iconic ‘renegade’ dance trend will never die in our eyes), TikTok has quickly matured into the cultural epicentre of the internet. Now? It’s where we spend all our spare time (and money, thanks to TikTok Shop).From viral dance trends like Sofia Richie Grainge’s now-infamous moves, to intimate review-style content like “What I Eat in a Day” or “Spend the Day With Me” vlogs, TikTok has become a powerhouse of storytelling, influencer marketing, and authentic content creation. Creators like @x.preppy_granny.x are redefining what influence looks like, bringing genuine personality and relatability to their audiences. It's no longer just for kids—TikTok is where culture is created and lives.
Instagram Got a Reality Check
Remember the days of hyper-curated feeds, heavily filtered brunch pics and captions that read like essays? Same. Thankfully, Instagram has loosened its collar. We’ve seen a massive shift toward real, raw, and relaxed content. The polished perfection has been replaced with blurry photo dumps, chaotic reels, and casual cool-girl vibes that give ‘This is my real life, not a magazine spread’ type energy. Short-form, bite-sized content is now the new norm, and we’re so here for it.
‘Hey Bestie’ Became the Default Tone
At some point, every brand on your feed started speaking like your bestie, and at first, we didn’t hate it. The ‘Hey Bestie’ era arrived almost overnight and, for better or worse, it’s still going strong. This trend is evident in numerous TikTok videos, such as those found under the #bestie hashtag, where creators and brands alike adopt this friendly tone.
Stiff, formal captions are out. Now even your bank texts like it’s your group chat making weekend plans. Fintech brands like Monzo nailed the friendly, casual tone to make banking feel human — but as brands get chattier, the line between real and rehearsed gets blurrier. Does anyone remember when brands overused demure to the bone for a week and then forgot it existed? Yeah… we’re not fans of that. And the same thing can happen with the “bestie” voice when it becomes more of a trend than a strategy.
Critics have noted that this trend can lead to a loss of brand identity and authenticity. As Joe Burns discusses in his LinkedIn article, "Hey Bestie" - A PoV on 'Your Cool Friend' ToV, the overuse of this tone can make brands seem insincere and indistinguishable from one another.
A casual tone might get the like, but it doesn’t always earn the trust. Because if everyone’s your bestie… then no one really is.
Micro and Nano Influencers Stealing the Spotlight
Hollywood who? These days, becoming a star is just a well-timed post (and a decent internet connection) away.
At Jailbird, we’ve seen firsthand the rising power of micro-influencers. While traditional mass influencers once dominated the space, brands today are gravitating toward micro and nano influencers who can deliver a clear, compelling message to a highly engaged audience. Authenticity now trumps celebrity, with 69% of consumers more likely to be influenced to purchase products endorsed by content creators with niche, authentic content.
In 2025, the true star of your campaign isn’t on a billboard; they’re on your FYP, connecting directly with the community that matters.
Values-Driven Brand Collaborations in Influencer Culture
Influencers have evolved, and so have their standards. The days of saying yes to every event, every PR drop, and every collaboration are quickly becoming a thing of the past. Today’s top creators are more selective, choosing partnerships that align with their values and resonate with their audience. They’re looking for brands that offer meaningful experiences, not just a paycheck.
A standout example of authentic influencer-brand alignment is Thalia Heffernan’s work with the DSPCA, driven by her genuine love for animals and deep connection with her furry friends. This collaboration feels natural because it is; it’s rooted in personal passion, not just a paycheck.
At Jailbird, we love seeing this shift toward more intentional, values-driven collaborations. It’s a smart move for both creators and brands, and just as importantly, it’s a big step forward for audiences who are looking for real connections and genuine authenticity, not just flashy, surface-level promos.
Looking Ahead
The last five years have shown us that social media is constantly evolving. Trends rise and fall, and platforms come and go, like the shift from Facebook to TikTok as the dominant space for Gen Z. But through it all, we’ve learned some key lessons:
Authenticity is everything – Audiences crave genuine connections over polished perfection.
Creativity is king – Original and engaging content is what truly stands out in a crowded space.
Community drives success – Building a loyal and engaged following will always outweigh short-term viral moments.
Adaptation is key – Staying flexible and responsive to platform changes is essential for longevity.
Stay relevant – Social media isn’t just for fashion, food, and lifestyle trends anymore—it’s also where a lot of us get our news, from current events and politics to cultural shifts. Staying informed helps you connect with your audience and stay relatable in a fast-moving world.
At its core, success on social media will always be rooted in these principles. Here’s to the next five years of experimenting, adapting, and maybe even going viral (for the right reasons)!
Thanks for sticking with us, and happy scrolling, bestie x 💙