Social Media: 4 trends of 2025
Starting in 2025, the marketing in sweatpants community is going to re-analyze social media apps. We’ll look at platform specific demographics, content performance, algorithms, hashtags, and more. Before getting into the nitty gritty, we're going to discuss social media trends of 2025.
Grab your caffeine, put on your comfy clothes, and let's dive in. Looking to connect with marketing in sweatpants? Click here.
Trend #1: Social SEO
Social searching has climbed on the priority list as algorithms continue to advance and search habits change. For many, social media is growing in search popularity because their questions are answered quickly, easily, and visually. Recent data from Hubspot found that one in three of those surveyed opted to turn to social media to find answers to their questions. What’s more, 59%?of Gen Z and Millennials combined now favor social media apps over traditional internet browsers for searching and discovering information.
News, tutorials, questions, tips, etc. are just some of the searches that are rising on social media platforms. While this isn’t the end of Google and other search engines, it does signify a shift in consumer behavior. In 2025, social media platforms such as YouTube, Instagram, Pinterest, TikTok, and more are trending to grow as search engines.
Trend #2: Employee generated content (egc)
We’ve recently talked about the importance of UGC (user-generated content) and how impactful and authentic it is to the viewer. Similarly, employee-generated content (EGC) is skyrocketing in popularity as a social tactic in 2025. EGC is cost effective and shows authenticity by showcasing the the real “faces” of the brand. Data from PostBeyond found that employee posts get?reshared up to 24x?more than branded posts, with employee accounts having 10x more followers (on average).
Not only does EGC increase credibility and reach, it also serves as a recruitment tool.?A U.S. study conducted by Career Arc revealed that?58% of job seekers?search for information about potential employers on social media. In 2025, EGC is expected to grow in popularity with both employers and viewers.
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Trend #3: Quality vs. quantity
For some time, there has been a notion that teams must be posting daily, have a presence on every platform, and send multiple emails and/or push notifications a week.? The fact is consumers are on information overload. Currently, social algorithms are shifting and prioritizing the quality of content over the quantity of content. ?Are you providing educational content? Are you deemed an expert in your industry? How many times a day are you posting? Are you using trending sounds or creating original content? How “trustworthy” is your content? All of these and more are factors that are playing into social media algorithms.
Don’t worry marketers, if you are on the fence about the quality vs. quantity strategy, Hubspot found that 83% of marketers say it’s better to focus on quality rather than quantity of content, even if it means posting less often.
Trend #4: Video content
Video content, both short form and long form, continue to dominate as ways for audiences to consume content. Deciding which style of video to use depends on several factors such as platform, consumer preferences, and customer journey. Data from Google shows the importance of video content, with over 90% of people saying they discover new brands or products from YouTube. Other studies from companies such as Wyzowl found that 86% of marketers said video has helped them increase traffic to their website.
Search engine algorithms (hey Google AI Overviews!) have recently started prioritizing video content, which in turn helps brand awareness and credibility. Whether you're creating Instagram Reels, Facebook Reels, YouTube videos, podcasts, behind-the-scenes, or any other content don't forget... quality matters!
As we look at 2025 social trends, what are the takeaways? Have you and your team honed in on any of these trends? Where can we improve our strategies?
Talk next week!