Multicultural Social Media: How Subculture Powers Trust

Social media today is about more than entertainment—it’s where identity, influence, and trust converge. For Multicultural Americans, these spaces are engines of creativity and credibility, reshaping how culture spreads and how brands earn relevance.

As part of our 2025 Multicultural Media report series, this edition explores how social media is evolving through the lens of Multicultural consumers—and why their behaviors are setting the standard for authentic engagement.

60% of young Multicultural Americans say they like when brands participate in social media trends, compared to 47% of non-Hispanic White consumers. For these audiences, platforms like YouTube, TikTok, and Twitch aren’t just entertainment—they’re spaces where culture is made, shared, and trusted.

1. Cultural Identity Is the Algorithmic Advantage

Social media algorithms are no longer neutral. They reward creativity, connection, and shared meaning—and Multicultural audiences are driving those trends.
Memes, remixes, and user-generated content have become the new storytelling tools, especially among Hispanic and Black Americans. These shared languages don’t just reflect culture; they create it.

For brands, understanding the cultural drivers behind digital expression is key to cutting through the noise. Relevance is determined in real time—and those who show up with cultural fluency will win.

2. Livestreams Build Personal Connection and Community

Authenticity thrives in the unscripted. Livestreams and co-created content have become spaces where creators and audiences interact in real time, building loyalty and shared energy.
For Multicultural consumers, these live digital environments are where credibility is earned—and where traditional advertising often can’t compete.

Brands that understand this dynamic are shifting from scripted messaging to participatory experiences, joining conversations instead of directing them.

3. Creators Are the New Cultural Authorities

Today, trust has moved from institutions to individuals. For many Multicultural Americans, creators carry more credibility than traditional media outlets.
These influencers don’t just entertain—they interpret, advocate, and inspire through lived experience. Their reach extends across industries, from fashion and beauty to gaming and food, redefining how consumers decide what—and who—to believe.

Winning Brand Moves

Brands already embracing this shift are seeing success:

• Quick-service restaurants like McDonald’s and Wendy’s are connecting through meme-driven content.
• Beauty brands like e.l.f. Cosmetics are collaborating with creators to tap Gen Z’s aesthetic trends.
• Platforms like WhatsApp are fostering deeper community connection.

Together, these examples show what it takes to meet Multicultural audiences where they are—authentically, creatively, and with cultural intent.