The world of social media is constantly evolving. What was cutting-edge just a few years ago can quickly become outdated in today’s world. To stay ahead of the curve, businesses need to anticipate and adapt to emerging trends and the increased usage of social media across the globe.
In fact, experts predict the number of social media users will surpass 5.5 billion by 2030!
This blog post explores the key social media trends that are set to shape 2025, offering insights into how brands can leverage these shifts to connect with their audiences, drive engagement, and achieve their marketing goals.
From the continued dominance of short-form video to the rise of social search and the strategic use of AI; we’ll explore the essential strategies for navigating the future of social media marketing.
How has social media changed in the past decade?
The social media landscape has drastically transformed over the past decade. Global users have exploded from 2.07 billion in 2015 to over 5.17 billion today, broadening beyond its initial youth demographic to encompass all age groups.
Interestingly, this surge in popularity over the decade has coincided with a homogenisation of platforms, with features such as short form content feeds being replicated across different sites, making strategic platform selection crucial for businesses.
The rise of short-form video content and the increasing use of social media as a search engine further complicate social media marketing strategies, demanding adaptable content strategies and SEO optimisation within these platforms.
This evolution presents both challenges and opportunities for businesses. Navigating this dynamic environment requires a strategic and informed approach. But don’t worry! We’re here to help.
Social media trends of 2025
The future of paid social media ads
The future of paid social media, particularly by 2025, points toward a landscape of advanced, data-centric strategies. Expect to see a rise in hyper-personalisation, driven by AI and machine learning, that connects with specific decision-makers. Content will be king (and we will discuss this further below), with video and thought leadership content.
AI could possible help support streamlining content creation, however, it’s important to not rely on it completely, as users still value authenticity transparency. PPC ads should still make an effort to engage with audiences in an authentic way to support relationship builder, and encourage audiences to ‘buy in’ to the brand.
Short-form content will remain king
Short-form video will continue its reign in 2025. With attention spans shrinking and the demand for easily digestible content growing, platforms will likely double down on short-form video features.
The focus will be on authenticity and creativity, with brands and creators finding innovative ways to connect with audiences in concise, engaging bursts. Expect to see short-form video integrated seamlessly into everything from product discovery to customer service.
YouTube will rise
YouTube’s resurgence is undeniable, driven largely by the explosive growth of Shorts. With Shorts garnering over 70 billion daily views in 2024, a 40% jump from 2023 and a 133% leap from 2022, the platform is positioning itself as a short-form video powerhouse.
This surge underscores the importance of Shorts for brands aiming to capture the attention of a rapidly expanding audience. Beyond Shorts, YouTube’s dominance in long-form video remains strong, with viewers collectively watching a staggering 1 billion hours of YouTube videos on their TVs every day.
This dual strength in both short and long-form content positions YouTube as a critical platform for marketers in 2025 and beyond.
Strong brand storytelling
In today’s saturated social media landscape, brands must cut through the noise to resonate with their target audiences when posting on social media. Original content is key to differentiation, allowing brands to stand out on increasingly crowded timelines.
Consumers prioritise authenticity, relatability, and entertainment in brand content, valuing genuine connection over polished, product-centric, or seemingly impromptu posts. This shift emphasises the power of strong brand storytelling, crafting narratives that engage, entertain, and build genuine relationships with consumers.
Brands that prioritise these values will be best positioned to capture attention and foster meaningful connections in the evolving social media landscape.
AI as a creativity solution
AI is rapidly becoming a powerful ally for marketers, offering solutions to creative roadblocks and streamlining content creation. In 2025, expect to see even wider adoption of AI tools to support marketing plans.
From generating creative ideas and writing compelling captions to analysing data and optimising campaigns, AI is poised to augment human creativity, not replace it. Brands will increasingly leverage AI to enhance efficiency, personalise content, and unlock new levels of creative exploration.
This integration of AI into the marketing workflow will empower teams to focus on strategic vision and high-level creative direction, while AI handles more repetitive and data-driven tasks.
Remember, AI is a tool to help streamline work and shouldn’t be solely relied on for creativity. Users value authenticity and storytelling, and AI often can’t replicate this.
Social listening and quick turnarounds are key
In the ever-shifting social media landscape, characterised by rapidly evolving trends and conversations, social listening and agile responses are most important. The ability to tap into real-time conversations, understand emerging trends, and react quickly is no longer a luxury, but a necessity.
A strong, adaptable marketing team capable of swift turnarounds is crucial for brands to remain relevant and capitalise on fleeting opportunities. Proactive social listening, combined with the agility to adapt campaigns and content in response to the current zeitgeist, will be a defining factor for success in 2025 and beyond.
A rise in employee generated content
Audiences are increasingly drawn to the human side of brands, seeking connection and authenticity. This desire fuels the rise of employee-generated content (EGC). Consumers want to know who they’re supporting, and EGC offers a unique window into a company’s culture and values.
By showcasing the people behind the brand, companies can build trust and foster stronger connections with their audience. EGC allows brands to tell their story through the voices of their employees, creating relatable and engaging content that resonates with potential customers who want to buy into more than just a product – they want to buy into a brand’s story and its people.
Social search engines are getting bigger
Social media platforms are evolving into powerful search engines. Users are increasingly turning to these platforms not just for connection and entertainment, but also to discover products, research brands, and find information. This shift necessitates a change in how businesses approach social media marketing.
Optimising social media profiles and content for search visibility is becoming increasingly crucial. Brands need to consider keywords, hashtags, and other search signals to ensure their content is discoverable by users actively searching for products, services, or information within their social media feeds, this can help boost engagement.
This evolution underscores the growing importance of social SEO and its integration into a social media strategy. Marketing strategies should include informative content as something users can benefit from. Implementing keywords into this content will also help your content appear at the top of relevant search queries.
Consult the experts: contact a social media management agency
Take your business to the next level with our social media marketing agency in Nottingham. Contact us today for a consultation, we work with businesses across the UK.
We’ll take the time to get to know your business inside and out, helping you identify the perfect platforms to reach your target audience.
From developing a tailored content strategy and generating engaging ideas to scheduling posts and optimising your overall social media presence, we’re passionate about helping businesses grow their online presence.
Let us help you elevate your social media game and achieve your marketing goals. Get in touch today – we’re excited to collaborate with you!
