Social Media & Digital Marketing Trends: April 14–20, 2025

Weekly Industry Wrap Up by IMAGENCY

Last week’s trends revealed something powerful: people are craving connection—not just to each other, but to who they used to be. While digital innovation surges ahead, consumers are increasingly reaching back. From a viral Nintendo ad with Paul Rudd to the return of 2000s fashion at Coachella, nostalgia is becoming one of the most emotionally charged marketing levers in play.

Here’s what happened across the digital space—and what it means for your brand.

Coachella 2025: Still Setting the Standard for Social First Events

Coachella content dominated Instagram and TikTok again this year—but the twist wasn’t the music, it was the memory. Gen Z and Millennials alike leaned into early-2000s aesthetics, Y2K hairstyles, and throwback makeup tutorials. Influencers shared “first Coachella vs. now” posts and recreated decade old outfits. Even the music sets (shoutout to Usher and Gwen Stefani) were nods to nostalgia.

Key takeaway for brands: Cultural moments like Coachella aren’t just about being “in the moment”—they’re about anchoring people emotionally. Whether you’re a café, gym, beauty studio, or agency, tying your messaging to a shared memory can strengthen connection.

TikTok’s Emotional Formats: Relatable > Perfect

Two trending sounds ruled TikTok this week:

• “Probably needed a hug…”: Creators confessed bad decisions with humour and honesty.

• “She doesn’t know it yet…”: Used to foreshadow transformations—personal, professional, or emotional.

These formats are working because they mimic real reflection. They feel like watching someone’s life unfold.

Strategy for service based brands:

• Share a before and after client journey using these sounds.

• Let your team or founder narrate a time things felt uncertain before your current success.

• Repackage testimonials as stories of transformation—emotional, practical, or both.

The H&M AI Model Debate: What Consumers Are Actually Saying

Last week, H&M quietly rolled out AI-generated models on its UK website. But rather than praise, the update sparked backlash. Critics pointed out that the models were too symmetrical, overly perfect, and erased genuine diversity.

The takeaway? People don’t want perfection. They want truth.

Use this insight wisely:

• Showcase real team members, not stock faces.

• Post candid moments, not just curated ones.

• Be transparent about your process—it’s part of your value.

Paul Rudd’s Nintendo Ad and the Psychology of Nostalgia Marketing

One of the most quietly brilliant marketing moments of the week? Paul Rudd recreating his 1991 Super Nintendo commercial—but this time, for the launch of Nintendo Switch Online’s retro games.

It worked for one reason: it gave us a moment to remember who we were.

In an era where everything feels fast, fleeting, and algorithm driven, nostalgia is a portal to safety, simplicity, and familiarity. It reminds people of their inner child, their first console, their pre burnout energy.

Why this matters for your brand:

• Nostalgia builds trust. It taps into emotions that are already hardwired and positive.

• It’s powerful for service based brands looking to highlight transformation—where your client was vs. where they are now.

• It slows down the scroll. When you show people a piece of their past, they pause—and that’s half the battle.

Ideas you can try:

• Post “10 years ago, I started this business with…” and pair it with a now vs. then photo.

• Share a memory that led to the service you now offer.

• Reference childhood habits that your service improves (e.g., “Remember when skipping breakfast was fine? Us too. Here’s what we’ve learned since.”)

For Service Businesses: What Actually Works Right Now

Trends aside, these tactics are still performing consistently across platforms:

• Weekly check ins: Use Instagram Stories to ask questions or prompt bookings.

• Simple value content: “3 mistakes we see clients make before they call us” or “Before you book your tax consult—read this.”

• Team features and founder moments: Especially effective if your brand feels too polished.

• Results storytelling: Let people see the journey you guide your clients through.

• Nostalgia hooks: “Remember when we all used to do ___? Here’s the 2025 upgrade.”

Final Thoughts from IMAGENCY

People don’t want perfect—they want personal. The biggest marketing trend right now isn’t AI, or Coachella, or even TikTok—it’s the human desire to feel something real.

As a brand, you don’t need to go viral. You need to resonate. You need to connect. You need to show up in a way that says, “We see you.”

And if that includes referencing Paul Rudd in a Nintendo ad from 30 years ago? Even better.

— The IMAGENCY Team