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How Fast Brands Need to Move on Viral Trends, According to Gen Z

Gen Z wants brands to jump in on viral trends, but there’s only so much time before it goes from cool to cringe…

Written and Edited by the YPulse Editorial Team

Apr 3 2025
North America

KEY TAKEAWAYS

The majority of Gen Z say brands have about a week to jump on viral trends before they feel outdated
How brands join in matters—whether it’s a meme, merch, post, or comment, the right approach can extend a trend’s impact
No matter what, Gen Z wants brands to have fun and be part of the conversation, and think they’re more likeable for it

Going viral seems to be the ultimate goal online, especially for brands. There are viral song edits, viral snacks, viral skincare routines—the list goes on. But these trends come and go fast—so fast, in fact, that many may have forgotten that trends like the “WhoTFDidIMarry?” micro-series, “Hawk Tuah” girl, or even “Holding Space” for the lyrics of “Defying Gravity” all happened less than a year ago. With the sheer amount of content being pumped out daily, once-impressive engagement numbers feel ordinary, using a joke after just a few weeks can feel behind the times, and what was once viral gold...