How Cultural Relevance is Shaping the Future of Social Media Marketing

The Cultural Advantage: Why It Matters in Social Media Marketing

In a world where attention is currency, social media marketing is no longer just about posting regularly—it’s about resonating. The brands that thrive in 2025 aren’t the loudest, but the ones most attuned to cultural context. And according to new data, campaigns that are culturally relevant don’t just spark conversation—they drive business growth. System1 and Campaign analysed over 5,000 ads and found that culturally resonant campaigns were:

• 2.6x more likely to deliver long-term brand growth
• More emotionally impactful
• More likely to generate media buzz and earned social coverage

These campaigns aren’t just well-produced—they’re timely, meaningful, and built to connect. In a space where every scroll is a chance to convert or be ignored, relevance drives results.

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What Does Cultural Relevance Look Like?

Brands like Tesco, John Lewis, and McDonald’s are already doing this well. They’ve understood that success in social media marketing depends not only on creativity but context.

• Tesco leans into shared cultural rituals like the weekly shop or bank holiday BBQs.
• John Lewis continues to win hearts through emotionally driven Christmas campaigns.
• McDonald’s reflects daily British life with relatable humour and subtle cultural cues.

These are campaigns that feel familiar, emotionally resonant—and shareable.

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How to Build Cultural Clout into Your Social Media Marketing Strategy

Whether you're managing organic content or influencer-led activations, here are four ways to embed cultural understanding into your approach:

🧠 Use Social Listening for Cultural Insights
Tools like Brandwatch, Talkwalker or Meltwater help brands tune into cultural conversations in real time. From political shifts to meme culture, knowing what your audience cares about is the first step to joining the conversation authentically.

📱 Work With Culturally Fluent Creators
Influencers bring built-in cultural relevance. Whether they’re trendsetters in sustainability, fashion, or beauty, the right creators help brands enter niche communities with credibility and impact.

📈 Go Beyond Vanity Metrics
Shift your social media marketing KPIs to include emotional engagement. Sentiment analysis, shares, saves, and qualitative feedback can provide richer insights into how well your campaign actually lands.

🧭 Align Brand Purpose with Cultural Movements
Gen Z and Millennials want more than a product—they want shared values. Whether it's around inclusivity, climate action, or mental wellbeing, campaigns that align with a cause can create deeper emotional connections and advocacy.

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Final Takeaway

In 2025, cultural clout isn’t a buzzword—it’s a performance driver.

Brands that win at social media marketing aren’t chasing trends—they’re setting them. And they do it by understanding people, not just platforms. If your social strategy isn’t tapping into culture, it’s not just missing relevance—it’s leaving growth on the table.

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Need Expert Help With Your Social Media Marketing Strategy?

At redpill, we specialise in data-driven social media marketing strategies that leverage social video production to drive results. From creative production to paid media optimisation, we ensure every ad is designed for maximum engagement and ROI.

📩 Get in touch today to elevate your social media marketing and turn video views into conversions.