Social Media Trends for 2025

Social media fundamentally is very unpredictable. Largely influenced by world events, content that performs well today probably won't in a month, let alone a year's time.

Following extensive research emarketer.com created this staggering social users vs TV viewers forecast... and it's currently on course to exceed their predictions!

Though this research is based on the US market, the prediction for the UK will not be drastically different.

The sheer number of social media channels available can make marketing relentless. I recommend selecting a few platforms, the ones chosen would depend on the target market, and be a constant presence on those. Posting to all platforms results in a splatter gun effect with very little, if anything, being shown to the target audience.

So, what are my predictions for social media over the next 12 months...

1. Short form video​

Short-form video content will continue to dominate in 2025, with platforms such as TikTok, Instagram Reels, YouTube Shorts, and Facebook Reels leading the way.

The more short form content an audience watches, the shorter their attention span gets, meaning videos need to be highly engaging as well as offer a mix of entertainment and education.

​Video marketing is the way forward:
- 91% of businesses use video as a marketing tool.
- 96% of video marketers say video marketing has increased user understanding of their product or service.
- 91% say video marketing has helped them increase traffic.
- 89% of people say watching a video has convinced them to buy a product or service.
- 79% of people say watching a video has convinced them to buy a software or app.
*Above stats are from Wyzowl

Social media users spend an average of 45.8 minutes per day on TikTok and Instagram users watch 17.6 million hours of Reels daily!

2. AI

​The rise of AI-generated content is indisputable. Enabling businesses to create content quickly and efficiently, the demand for high-quality, engaging, and personalised AI content is vast.

While there are benefits, such as faster content creation and cost savings, there are also drawbacks. The biggest concerns being AI's lack of creativity and authenticity. There is also a potential for errors, biases, and ethical concerns at this point in time.

​As tools improve, I believe we will see more AI content in social media marketing.

3. UGC - User Generated Content

Audiences, especially Gen Z and Millennials, are really focusing on relatable and transparent brands where raw, unfiltered content is the ultimate proof of authenticity.

Consumers are tired of overly polished, generic content. Instead, they crave genuine interactions and relatable storytelling. By blending UGC with brand-created content, businesses build trust and enhance their engagement. For instance, 75% of professional marketers find UGC to be a more authentic content type, and engagement increases by 28% when consumers can view a mixture of user-generated product videos and official brand-authored content.

Research shows that 90% of consumers value authenticity when choosing brands, and a huge 82% of consumers are more likely to make a purchase after seeing user-generated content!

4. Private communities

From broadcast channels to groups, according to the Global Web Index, 76% of internet users are participants in online communities.

Audience members are looking for deeper connections and a more personalised experience. By joining a private group, fans are being given greater access to an account, business or individual fostering trust and greater engagement. Followers feel special and brands can therefore build lasting relationships that drive engagement and loyalty.

​5. Goodbye hashtags

With social media platforms increasingly becoming more akin to search engines, the humble hashtag is taking a back seat.
For example, Instagram are removing the option to follow hashtags, and hashtags you follow will no longer appear in your feed.

With this in mind Social SEO is becoming increasingly essential. Your content should focus on search friendly keywords, and an accurate description, to be most effective.  

6. A new platform will emerge...

An inevitable fact is that every year there are one (or more) new social media platforms that take the world by storm. Names that spring to mind are platforms such as Houseparty (a distant lockdown memory now), threads, TikTok and currently Bluesky... as well as many others.

​Though not all stand the test of time, the fact new platforms will never stop appearing is doubtless.

Though there are more social media users now than ever before, accounts are still able to GROW!

Contact me today for expert advice and let's get your account working for you!

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