In the fast-paced world of social media, trends come and go, and as we enter the last leg of 2024, it’s clear that staying ahead requires adaptability and foresight. Trends, some new and some old, in 2025 will reshape the way brands engage with their target audiences.
To remain competitive, businesses must be ready to embrace these shifts but don’t worry, we are here to help.
In this blog, we’ll walk you through the different social media trends that you need to know.
Using Social Media As A Search Engine
Over the years, social media has evolved beyond platforms for connecting with friends or sharing personal updates. They are now becoming powerful search engines where users actively seek information and discover content.
According to reports, Gen Z and Millennials are at the forefront of this shift, with 59% now favouring social media apps over traditional internet browsers for searching and discovering information.
Throughout 2025, more users of all demographics will start using social media as a search engine. For example, if someone wants to know how they can transfer data from one iPhone to another, instead of searching on Google, they can simply go onto TikTok or YouTube and search ‘How to transfer data from an old iPhone to a new one’, and watch a step by step visual tutorial on how to do it.
To capitalise on this trend, brands need to start focusing on their SEO by optimising their social media channels and also creating more evergreen content.
Video Content Will Still Be King
Video content, especially short-form content, is going nowhere.
With the average attention span now just 8.25 seconds, it will be of no surprise that short-form video content will continue to remain dominant in 2025.
Audiences will still want to indulge in content that is bite-sized and engaging. However, they will also want to consume content that is authentic, unfiltered and relatable.
Authenticity
Speaking of authenticity, it’s no longer a buzzword. If brands want to stand out in 2025, they will need to be genuine.
Audiences are turning to and engaging with brands that are posting authentic and relatable content rather than media that is scripted and highly edited.
Creating content that is authentic shows a human side to brands, which ultimately helps them build trust and foster deeper connections with their audience. One way that brands can create authentic content is by getting their employees to be a part of it.
Employee-Generated Content (EGC)
This year, we have seen brands creating content using their employees, and we expect this to continue in 2025.
Employee-generated content (EGC) is a fantastic way for businesses to foster trust with their target audience and showcase the real people behind the brand.
Household names such as Boots and Currys have utilised employee-generated content (EGC) exceptionally well, creating viral TikToks such as ‘Letting the GenZ social team write our marketing scripts’.
If you want to learn more about employee-generated content, check out our blog below.
The Power of Employee-Generated Content in Social Media Marketing
User-Generated Content (UGC)
During 2025, user-generated content will continue to be the cornerstone of successful brand engagement and a powerful tool for building trust. Through using micro-influencers, customer advocates, or celebrity endorsers, brands can foster a genuine connection with their audience.
This approach taps into the power of authenticity, as consumers increasingly trust the opinions and experiences of real people over polished marketing campaigns. By encouraging users to create and share content, brands can amplify their reach, enhance credibility, and build a loyal community that feels personally invested in their story.
The Continuation Of AI
Throughout 2024, we have seen AI grow and evolve, and we expect this to continue during 2025. With advanced tools like ChatGPT, Grok, and Gemini improving daily and new software being developed, artificial intelligence will play a pivotal role in the evolution of social media.
New and existing technologies will allow brands to streamline how they create content, edit videos and schedule posts. Furthermore, AI will enhance analytics capabilities, allowing businesses to gain deeper insights into the behaviour of their target audience and optimise their social media strategies accordingly.
Social Media Commerce
Social commerce will continue to be as popular as ever in 2025.
With shopping features on different social media platforms like Instagram Shopping, TikTok Shop and Facebook Marketplace, shopping has become easier than ever for users. These features allow people to discover and browse through a wide range of products and make purchases, all without having to leave the app.
In 2025, this trend will continue to grow, offering businesses new opportunities to drive sales and engage with consumers in the digital marketplace.
Influencer Marketing
The focus on working with micro and nano-influencers will become even more prevalent in 2025.
Both micro and nano-influencers offer a level of engagement and trust that larger influencers often can’t produce. Their smaller, more dedicated followings result in higher authenticity and stronger connections with their audiences.
Endorsements from micro and nano-influencers often feel more authentic and personal, as their smaller, more engaged followings trust their opinions. This sense of trust results in higher engagement, better conversion rates, and stronger brand loyalty, as consumers are more likely to act on advice from someone they view as relatable and credible.
B2B Influencer Marketing
B2B influencer marketing is on the rise, and brands are starting to turn to thought leaders, especially on LinkedIn, to promote their products and services. Industry experts are a trusted voice within their respective fields, and through using these experts, brands can enhance the credibility of their products or services.
B2B influencer marketing will only grow in 2025 as more brands start to realise the power of thought leadership and how it can help drive engagement and influence purchasing decisions.
