Five social media trends to watch in 2025

Social media is evolving faster than ever, and brands in 2025 must be prepared to react to keep up. Audience demands for authentic, engaging and relatable content are driving how we use social media, and it’s no different for the aftermarket. To help you connect with your audience better in 2025, here are five key social media trends to try.

1 – Embrace messy creation

The days of perfectly curated Instagram feeds are behind us. In 2025, audiences will continue to value authenticity over perfection. Relatable content over perfect content. Raw, untemplated content will create a sense of trust and relatability, helping your brand to build stronger connections.

What does this mean?

Don’t stress about perfect lighting or scripts – just create! Focus on being real. Share spontaneous moments, blooper, or candid stories that give your followers a genuine snapshot of your brand and its people.

Example:

Online banking business Monzo has created a unique personality on social media that focuses on creating authentic content first! They have revolutionised the boring banking aesthetic, prioritising relatable and informative content above everything else and kept to their mantra of putting their customers first by simplifying banking for everyone.

Take a look: https://www.tiktok.com/@monzo

Tom’s top tip:

Use Instagram stories or TikTok to share witty behind-the-scenes clips from your business to show the human side of your brand.

2 – Front-line workers are your new influencers

Your employees – especially those who are on the front lines – are powerful ambassadors for your business. They are the lifeblood of any business and this is something you can use to help promote your company. Their authentic interactions and expertise make them ideal influencers to build trust and relatability with your audience.

What does this mean?

Shift your focus from expensive, traditional influencers to the people who make your business tick. Their real-life stories and relatability will bring a personal touch to your content and at the very least give your staff something to talk about when they next see their customers.

Example: Curry’s has embraced its store employees as influencers, leveraging their personalities and diversity to create engaging content. By doing so, they have frequently created viral videos that have racked up millions of views.

Take a look: https://www.tiktok.com/@currys/video/7408219260222295328?lang=en

Tom’s top tip: Find one or two employees who are willing to get involved (bribe them if you have to!) and focus on helping them feel comfortable in front of the camera. Once they start to relax, the great content will just keep on coming.

3 – Ditch brand guidelines for creativity (sorry corporates!)

Despite talk of not adhering to brand guidelines being blasphemy to many in the corporate world, 2025 is the year to shake things up. Creativity now trumps strict, limiting guidelines, and different audiences will interact with different creatives. (Gary Vee said this, and who are we to argue?).

What does this mean?

Be bold and experimental. The proof is in the pudding, so measure what you create so you can see what works best. You’ll probably be pleasantly surprised by the success stepping away from brand guidelines can bring on social.

Example: American peanut butter brand Nutter Butter has caused a stir by creating a TikTok channel that is quite literally nuts! Despite their posts never making sense, they have actually created a channel that drives engagement, with many of their videos building over 10 million views!

Take a look (We’re sorry in advance): https://www.tiktok.com/@officialnutterbutter?lang=en

Tom’s top tip: Give your social media team freedom! You have to trust that they know what they are doing and that they will act in the best interests of the business. Don’t let things like fonts or colours get in the way.

4 – Video content is still #1

Video will remain the highest engaging content in 2025, with short, snappy clips continuing to thrive. Whether it’s on TikTok, Instagram or even LinkedIn, audiences are consuming more video content than ever.

What does this mean?

Mastering the art of storytelling in under 60 seconds is key! Videos that are fun, informative and visually engaging will help your brand.

Example: IKEA are fantastic storytellers on social media and perfectly showed off one of the things they are most well-known for… their blue bags. In a simple 30-second video, they were able to show the world the power of their simple but effective shopping bag. And let’s be honest, we all have one!

Take a look: https://www.instagram.com/reel/Cpce3PNgYV9/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

Tom’s top tip: Work smarter, not harder. Repurpose long-form content into short, bite-sized clips that are perfect for social media. Focus on grabbing your viewers in the first three seconds or face losing them forever!

5 – Be fast, be lucky

In 2025, long-term social media strategies will take a backseat in favour of quick, agile

brands that can act quickly on trends, and these often see the biggest wins. Speed and creativity are essential to keep your audience engaged.

What does this mean?

Let your teams spend time on social media. Having their ear on the ground of the platforms they work on is key to this strategy. Brands like Aldi, Ryan Air and Paddy Power encourage their social media teams to live and breathe social and look at the success they have achieved.

Example: Honestly, we don’t know the last time it looked like Ryan Air planned a post. From brutal responses to reviews to humorous memes, the Ryan Air team seamlessly craft a social media presence that just simply catches your attention and pulls you in for more.

Take a look: https://x.com/Ryanair

Tom’s top tip: Don’t be afraid to try. If content ‘flops’, don’t look at it in that way. Reframe it as ‘we have learnt something our audience doesn’t like or engage with’ and go again.

Summary

Social media in 2025 will prioritise those of us who are brave enough to simply create! Authenticity, creativity and speed will all play a role in your success on social media over the coming years. Don’t get caught up in trying to achieve perfection. Focus on your audience and they will do the rest.

Not sure where to start for 2025? At Impression, we help Automotive Aftermarket brands navigate social media with strategies and content that work.

Get in touch today to elevate your social media – [email protected]