Social media in 2025 is like a fast-moving river: If you’re not adapting your boat (or content strategy) to the current, you risk getting swept away.

Just as the river constantly reshapes its banks, the way users engage with and consume content on social media is ever-evolving. It requires brands and creators to navigate carefully to stay afloat.

We are witnessing a significant shift from engagement-focused platforms to media-centric ones, where users primarily consume content rather than interact meaningfully. Moreover, concerns about TikTok’s long-term sustainability have left many wondering about its monetisation and community-building potential.

With that in mind, these are trends that will likely shape the future of social media and their impact on creators and brands in the coming year.

Short-form video remains king

Short-form video will continue to dominate in 2025, with platforms like TikTok, Instagram Reels, YouTube Shorts, and Facebook Reels leading the charge. TikTok, the pioneer of this format, now has 2.051 billion global users and is projected to reach 1.8 billion monthly active users by the end of 2025.

Why do short-form videos resonate so well? They cater to shrinking attention spans with bite-sized content. They also offer a highly engaging mix of entertainment and education.

It’s worth noting 90% of vertical videos (such as Instagram Reels, Stories, Facebook Reels, TikTok videos, and YouTube Shorts) have a higher watch completion rate compared to horizontal ones.

People demand authenticity and user-generated content (UGC)

In 2025, raw, unfiltered content will reign supreme. Gen Z and Millennials, in particular, will seek connection with relatable and transparent brands. Authenticity is essential for brands looking to engage effectively with their audiences.

Consumers are tired of overly polished, generic content that feels disconnected from real experiences. Instead, they crave genuine interactions and relatable storytelling. UGC serves as the ultimate proof of authenticity, helping businesses build trust, foster community, and enhance engagement.

Organic reach is declining, but narrow, targeted ads are the solution

As platforms prioritise paid content and creator-driven posts, organic reach is steadily declining.

Facebook posts now reach only about 2.2% of followers on average, while Instagram performs slightly better at 9.5%. This trend has pushed brands to adopt paid strategies to maintain visibility.

However, not all ads yield equal results. Generic, broad-reaching campaigns are failing in a landscape where users expect personalised and relevant content. Narrow-targeted social media ads will be key to cutting through the noise and maximising ROI.

The rise of social commerce

The integration of social media and e-commerce (known as social commerce) has seen significant growth and transformation in recent years. Both brands and social media platforms are actively working to refine ways to convert social networks into effective sales channels.

Private communities: prioritising connections over follower counts

A recurring theme in social media is the importance of building a community. This is not just a vague concept: Statistics show 66% of branded communities impact user retention.

Additionally, according to the Global Web Index, 76% of Internet users are involved in online communities.

A strong, focused community contains the brand’s most loyal customers.

Social fatigue and selective engagement

In an oversaturated social media landscape, users are becoming increasingly selective about the content they engage with. This is happening because users are overwhelmed by the sheer volume of content. They are spending less time scrolling and more time seeking value.

To succeed in a landscape of selective engagement, focus on quality over quantity by posting less often but delivering high-value educational or entertaining content. Use interactive content such as polls, quizzes, and Q&As to encourage participation. Also, craft personalised stories that build emotional connections with your audience.

Social search engine optimisation (SEO) is essential

According to The New York Times, TikTok is becoming the new search engine for Gen Z. Senior vice president Prabhakar Raghavan, who oversees Google’s Knowledge and Information organisation, noted that, “in our studies, nearly 40% of young people, when looking for a place for lunch, do not go to Google Maps or Search; they go to TikTok or Instagram.”

Given the influence of the TikTok algorithm (which affects other platforms as well), it’s clear that relying solely on hashtags won’t suffice anymore.

The rise of AI-generated content

AI-generated content (content created using Artificial Intelligence tools like natural-language processing, machine learning, and computer vision) is on the rise. With the increasing demand for high-quality and engaging content across social platforms, AI-generated content can help meet these needs effectively.

Instagram Threads is here to stay

Less than 24 hours after launching, Meta CEO Mark Zuckerberg announced Threads had reached 30 million users. Now, this number is more than 150 million users and 23.6 million daily active users.

Threads, created by the Instagram team as a major competitor to X (formerly Twitter), enhances the social experience of sharing texts and engaging in public discussions … or so they say.

Hashtags are dying

This is not as alarming as it might sound. Social media networks are increasingly behaving like search engines, which means social SEO is becoming essential. Just like traditional SEO, social SEO involves a variety of elements; hashtags are just one part of the mix.

You can’t simply add 20 hashtags and hope for the best. It’s important to be intentional about your choices. Your hashtags should align with your keywords, description, and post’s content to be effective. Whether you use three or 10 hashtags, what matters most is that you choose them thoughtfully.

Embracing these trends will be crucial for brands and creators in navigating the ever-changing social media landscape of 2025.

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