Social Media Trends for 2025: What to Expect and What to Look Out For? 

The year 2025 will bring many changes to the world of social media. From new technologies to changing consumer preferences – let’s take a look at what lies ahead and how to prepare for your brand to remain relevant. 

Short videos as a stalwart of social content 

TikTok, Instagram Reels, and YouTube Shorts will remain the main platforms for quick and entertaining content. However, if you expect another wave of dance videos and makeup tutorials, you are mistaken. The year 2025 will belong to originality and the ability to entertain differently. Instead of traditional dance videos and tutorials, successful formats might engage viewers interactively, such as through games, quizzes, or polls. Another strong element will be engaging stories that can evoke emotions, maintain attention, and create a deeper connection with the brand. Additionally, visual creativity will work, such as unexpected cuts, original animations, or involving trends that capture viewers within the first few seconds. 

Stories are among the biggest drivers of content strategy, to the point that their significance is impossible to overestimate. They can deeply impact the viewer’s emotions – whether they evoke laughter, sentimentality, or curiosity. For instance, a story that captures a real-life situation or shows an unexpected perspective on a brand can immerse the viewer so much that not only do they connect with the content, but they also remember it long-term. The key is to capture attention within the first two to three seconds, as it is during this short time frame that the decision is made whether the viewer will continue watching or skip the content. 

AI as an Integral Part of Marketing 

Artificial intelligence (AI) will increasingly be integrated into how we manage campaigns and communication. Content personalization will become a given. AI can analyze customer data, predict trends, and automate a range of tasks that previously would have taken hours. 

Imagine you are managing a campaign for a new product. AI will not only advise you on which visuals will be most successful but will also conduct testing of different versions of the ad and optimize them in real-time based on current data. This way, you can focus your attention more effectively on the creative aspect of marketing while AI takes care of analyses and technical details. It’s like having an invisible partner who handles complex tasks for you to ensure your strategy is as efficient as possible. 

Authenticity First 

The era of perfect photos and videos is over – 2025 is about authenticity. Consumers want to see real people and real stories. This means showing what happens behind the scenes, sharing imperfect moments, and being transparent. 

Authenticity is one of the greatest values that brands can offer, as people crave a genuine connection with brands and are increasingly sensitive to any signs of insincerity or manipulation. When a brand shares stories of its employees or loyal customers, it can forge deeper relationships based on trust and loyalty. 

User-Generated Content (UGC) vs. Employee-Generated Content (EGC) 

User-generated content (UGC) is on the rise. Reviews, photos, and videos from real customers provide brands with trust and authenticity. On the other hand, the role of employee-generated content (EGC) is also growing. This type of content shows that a brand is not just about products, but also about the people behind it. Employees can share authentic stories about their work, behind-the-scenes of a regular day, or provide their perspective on company values and products. Such content not only has higher credibility but also strengthens customer loyalty, making them feel closer to the brand. Companies that support their employees in creating EGC also demonstrate that they value their people and are willing to share their vision and successes with them. 

Statistics and Interesting Facts about UGC: 

93% of marketers agree that customers trust content created by other people more than content from the brands themselves. (Source: Hootsuite) 

UGC content has up to 4x higher click-through rate (CTR) than traditional ad formats. (Source: Hootsuite) 

79% of people say that UGC significantly influences their purchasing decisions. (Source: Hootsuite) 

70% of consumers look for reviews and recommendations before making a purchase on social media. (Source: Social Media Today) 

According to CrowdRiff's analysis, UGC increases conversion rates on e-commerce sites by up to 29%. 

The connection between UGC and EGC provides brands with enormous potential. Employees can share a behind-the-scenes look at work, while customers show how they actually use the product. This mix creates an authentic community around the brand. 

AR and VR are coming into the mainstream 

Augmented reality (AR) and virtual reality (VR) are not just technological gimmicks. In 2025, brands will start using them to create unforgettable customer experiences. AR filters that allow customers to try products, or VR interior tours – this is no longer the future, it is the present. 

AR and VR open new possibilities by allowing customers to experience a product before purchase, breaking down barriers and bringing the brand closer to people. For example, IKEA has long been using AR applications that enable customers to visualize how their products would look directly in their homes. L’Oréal created a virtual mirror where users can try different shades of makeup, not only bringing products closer to customers but also significantly increasing conversion rates. These examples illustrate how AR and VR can elevate the shopping experience to a whole new level while enhancing trust and customer satisfaction. 

Micro-Influencers: The Key to Credibility 

Micro-influencers, who have a few thousand followers, are a goldmine for brands thanks to their organic content and high engagement from their followers, confirming the well-known rule: the smaller the audience, the greater the trust. 

Collaboration with micro-influencers has a greater impact than with big names, as their content feels more genuine, they are closer to their community, and due to their more affordable price, they are an ideal choice even for smaller brands. 

On the other hand, large influencers are still relevant, especially for campaigns aimed at wide reach. Their use is crucial when brands want to raise awareness quickly or support massive events. In 2025, the key to success will be the right division of roles, where micro-influencers will ensure authentic communication with a close community while large influencers will mainly be used in campaigns focused on broad reach and addressing a large number of people.