Recently, high engagement rates between businesses and consumers have been all the rage. These interactions draw in a young customer base that gets highly involved with the brands they like. Whether these interactions are positive feedback on a picture a customer shares with a clothing brand they purchased, or jokes about fast food restaurants that results in McDonald's, Burger King, and Wendy's all responding competing for social media fame, it means good business for brands.
Another huge trend that many brands are starting to pick up on is often controversial or unexpected moves. For example, IHOP recently launched a social media campaign around their name change to IHOP to celebrate adding burgers to their menu. This action resulted in huge traffic influxes and a large spotlight from the public. Even though many people questioned this move, it resulted in a significant increase in business for the chain.