While it might feel like summer is peaking, back-to-school is already dominating the conversation, and consumers aren’t slowing down. In 2024, #BacktoSchool mentions rose more than 720% year-over-year, surging in late August and early September (Source: Meltwater). This year’s trajectory is tracking even higher.
For brands, the lesson is clear: back-to-school is more than a retail window; it’s a cultural moment that you can win on social. One that’s shaped by creators, trending formats, and the evolving needs of families, students, and teachers alike.
Whether your campaign is live or still loading, here are three social-first staples we’re seeing this season, and a few questions worth asking in your next campaign performance meeting.
1. Hauls Are Still In
Social cheat code: Hauls are more than just shopping recaps, they’re recommendation engines. From dorm hauls to “first day fits,” creators are using these formats to shape what their audiences buy, wear, and pack.
Thought starters: Does your campaign lean into the formats people are already engaging with? And if your brand doesn’t naturally fit into a haul, are you showing up in the comment sections, duets, or creator recaps that do?
Bonus: TikTok search terms like “outfit inspo” and “first day of school outfits” are already spiking, proof that visual discovery is a core part of the back-to-school journey. Make sure your content is optimized for social search.
2. Parent Hacks Are A Great Way In
Social cheat code: Go beyond the usual polished parent content. Spotlight single parents, teacher-parents, or creators sharing honest hacks for working late, juggling pickups, or managing the back-to-school chaos solo. These real, relatable voices cut through the noise, and they’re still overlooked by most brand playbooks.
What to check: Are you going beyond the same 5 polished influencers in #MomTok? Are your influencer plans capturing the full spectrum of parenting experiences: messy, heartfelt, chaotic, and funny?
In a sea of #BTS sameness, the brands that win are the ones that find the real stories and voices that actually stick.
3. Memes Meet The Morning Drop-Off
Social cheat code: The first day of school is sentimental, but also meme-worthy. Joy ranks as the second-highest emotional sentiment in back-to-school posts from the past month (Meltwater), and social users (especially parents) are ready to laugh about it. Celebrate the end of summer chaos and the return of structure with a little bit of fun!
What to check: Does your campaign leave space for humor? Are you tapping into relatable truths or taking things too seriously? Smart brands know how to read the room and lean into the emotional (and sometimes hilarious) reality of back-to-school life.
Back-to-school is changing, but editorially, it’s one of the most influential cultural moments of the year. If your strategy isn’t aligned with how people actually experience it online, now’s the time to course correct.
Sources: Meltwater, TikTok
