by By Lauren Kelly
Open TikTok or Instagram, and chances are you’ll see something familiar. Maybe it’s a “day in my life” video, a GRWM, or the same trending sound you’ve already heard ten times. Trends can be fun and help creators reach new audiences, but sometimes it feels like everyone is posting the exact same thing. With so much content starting to look alike, social media is beginning to feel less original and a lot more repetitive.
According to a September 2026 report from Sprout Social, consumers are looking for more originality in the content they see from brands. This raises an interesting question: If people want something different, why does everyone keep following the same trends?
Part of the answer is that creators and brands want their content to get noticed. When a certain sound or video format goes viral, it can seem like an easy way to get more views. Others follow along because they see that it works. But when everyone uses the same formula, it becomes harder to stand out.
The problem is that trends can start to feel less creative when everyone is trying to recreate the same success. Instead of posting something that feels unique to them, creators feel pressure to follow what is popular. Eventually, even content from different people can start to feel repetitive.
That doesn’t mean trends are necessarily a bad thing. They can bring people together, create shared experiences, and introduce audiences to new creators. Trends can also be a starting point for creativity when someone adds their own personality or puts a different spin on an idea. The issue is when following a trend becomes more important than creating something original.
For brands, this can be especially challenging. Using a trending sound might help a company join an online conversation, but that doesn’t automatically make its content memorable. Brands still need to show their personality and give audiences a reason to pay attention instead of simply copying what everyone else is doing.
At the end of the day, social media should be more than chasing views and trying to go viral. If everyone is focused on following the same trends, the content that really stands out will be the content that takes a risk and does something different.
Hi Lauren,
I really enjoyed reading your post. I think this is an interesting and important topic to discuss because if so many people are consuming the same content, we can become biased. I also think there is a fine line between something being new and different versus something being an ignitor that sets a trend, which then causes this circle of “unoriginal” ideas. I like how you mentioned that trends aren’t always a bad thing, because they can can spark connection, shared experiences, and new relationships.