2025 is going to be a big one; we can feel it!
So, let’s dive into some trends that will shape the social media landscape of 2025.
Search Engines & UGC
User-generated content (UGC) is changing how brands engage with their audiences, becoming a critical trend for SEO. With projections indicating UGC will account for 80% of SEO-boosting content by 2030, businesses must note [7]. Platforms like Reddit and Quora are thriving as Google prioritises content that aligns with user intent, relevance, and authenticity. Reddit, for example, saw a 603.41% growth in organic search traffic since June 2023. As AI-generated content floods search results, users increasingly seek genuine insights on these platforms. To leverage UGC for SEO, brands can establish a presence on forums, driving traffic and engagement.
“Projections indicating UGC will account for
80% of SEO-boosting”
Short Form Video Content Is Still On Top
Video content, especially short-form video, continues to dominate [3]. This type of content is heavily pushed on TikTok and as Instagram Reels and YouTube shorts. They are one of the most effective ways to leave a lasting impression on viewers in an easy-to-find format.
The Rise of Private Communities
As social media becomes crowded, users are increasingly drawn to private spaces like Facebook Groups and Discord. More than two-thirds of internet users now engage with online communities, and 60% are more likely to remain loyal to brands offering exclusive access. For brands, private communities offer a unique chance to foster loyalty and strengthen customer relationships.
Hashtags Are Dying (Sort of)
While it may sound alarming, hashtags aren’t as important as they once were. Social media platforms are increasingly behaving like search engines, making Social SEO crucial. Hashtags are still a part of the mix, but they are no longer the centrepiece of discovery [6]. Success now comes down to creating relevant, high-quality content that aligns with your keywords, descriptions, and the purpose of your post.
AI in Content Creation
Artificial Intelligence (AI) is revolutionising content creation by helping brands scale and personalise their efforts. Instagram’s MovieGen, launching in 2025, will allow creators to edit videos using text prompts, while tools from platforms like Keek offer video translation and digital avatars [5]. By utilising AI, brands can enhance the videos and content they create. While AI can create content on its own, it should enhance what has already been done rather than create something from scratch.
Strong Brand Storytelling Is A Necessity In 2025
With social media growing more saturated, authenticity is key. Consumers favour relatable, original content over polished ads. Nearly half of consumers say originality makes their favourite brands stand out. Brands should focus on authentic storytelling, engaging followers with genuine content. Authenticity will remain a key factor in building brand loyalty [1]. Messages that feel meaningful and have a real purpose connect better with people than those that are just focused on selling something. For example, don’t just promote an air fryer. Give your followers a recipe they can make for their air fryer. This would be a value-driven piece of content that promotes the brand and product while being more than just a sales pitch.
The Art of Creative Disruption
A new wave of creative disruption is emerging, with brands moving away from rigid marketing formulas in favour of more experimental, entertainment-driven content. This shift allows brands to show off their personality and stay relevant by engaging audiences in fresh ways. Creative risk-taking is becoming essential to capture attention in a crowded digital space [5]. A great example is Spotify’s Wrapped campaign, which takes over social media each year with personalised music summaries. This interactive marketing taps into users’ love for self-expression and viral sharing, sparking conversations and strengthening brand loyalty.
Take On 2025 With The Right Strategy
As we move into 2025, UGC, video content, private communities, and AI-driven creativity will play key roles in shaping social media strategies. Brands must embrace these trends and focus on authenticity, engagement, and creativity to build meaningful relationships with their audiences to stay ahead in the competitive digital landscape.
