What's next for social media? 2025 trends to watch.
It’s a new year, and you know what that means… time to dive headfirst into the trends that could shape the way we connect with audiences in 2025. From AI-powered tools to moving forward from cookie-cutter strategies, the social media landscape is moving faster than ever.
We’ve put together some predictions based on what we’re already seeing and the conversations we’ve been having with our clients. So, strap in and discover how you can stay ahead of the game.
1. Bring the human touch to AI
AI isn’t just a buzzword anymore, it’s becoming a key tool to support brands to create smarter, faster and more creative campaigns. We’re already seeing tools like ChatGPT and MidJourney transform how marketers work, from crafting clever ad copy in minutes to generating visuals that stop the scroll.
We’ve started integrating AI tools into our workflow but discovered the importance of combining AI with ‘human intelligence’. 50% of consumers are quick to recognise when content feels purely machine-generated, which can undermine trust. So, by pairing AI’s speed with creative, strategic, human input, we ensure campaigns feel authentic, relevant and impactful.
2. Short-form video has our heart, but it’s not the only format that deserves our attention
There’s no shock that short-form video is still dominating our social media. With TikTok becoming one of the fastest-growing networks, platforms like Instagram and Facebook started to push Reels and Shorts to compete (We are sure you’ve also noticed LinkedIn pushing the video feed as well).
But let’s be clear, it’s not the only format worth your time.
Carousels, polls and other copy-based methods are being prioritised. Why? Because audiences crave variety. Each format can deliver something different and can complement each other to create a more rounded strategy.
For example, carousels have been perfect for one of our sustainable construction clients, generating the highest engagement compared to the rest of their content. It’s all about knowing your audience and trusting your gut.
3. Don’t be shy, be adventurous.
2025 will be the year of bold moves. Businesses are starting to push boundaries and become more experimental with their content. Whether it’s trying a new visual style, leaning into a new tone of voice or playing with unexpected topics, social media is becoming less about playing it safe and more about standing out.
Audiences are increasingly drawn to brands that aren’t afraid to try something new, even if it doesn’t always land perfectly. Being adventurous but still showcasing who you are as a business can help break through the noise and build a wider audience.
True to our ‘Adventurous Spirit’, our new TikTok account is helping us explore a new approach, and so far, it’s been worthwhile (and a little fun too).
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4. No more copy and paste.
The days of repurposing the same post across every platform are over. Platform-specific strategies will become the norm.
Yes, we get it. This means more content, more hours and more budget, but it’s time to invest into long-term ROI.
Instead of reusing your content, think about how you can tailor it for each platform.
By focusing on what works best for each platform, you’ll create more impactful content that resonates with your audience.
Take a look at Sisters and Seekers to see how they tailor their content across Instagram, LinkedIn and TikTok. While everything stays true to their brand, each platform has its own unique strategy, and it’s clearly paying off.
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5. Posting and Ghosting? Never heard of her.
Brands are becoming more focused on engaging with audiences through comments. With a strong shift towards building communities by jumping into conversations on posts and showing up in the comment sections. (Shout out to Krispy Kreme for commenting on our TikTok)
But this isn’t just an engagement strategy; it’s about showing your brand has a personality. When brands actively comment, it builds trust, visibility and relatability, helping you build strong relationships with your audiences.
It’s also a quick win to help keep your brand top-of-mind without always needing new content.
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So, if Duolingo can do it, so can you.
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6.?Goodbye Influencers. Hello, you.
Has the influencer bubble finally popped? It seems to be that brands are shifting budgets away from influencers and pushing user-generated content (UGC) and employee-generated content (EGC - also helps with employee retention as it supports with a positive brand culture).
Why? Because consumers trust content that looks and feels authentic and that’s exactly what UGC and EGC provides. It’s also often much more affordable and sustainable than influencer partnerships.
Types of successful content:
7. Personality over Perfection.
Don’t get too caught up in churning out content for the sake of consistency, or because you want to be prioritised in an algorithm. In 2025, personality will be a priority, and brands will focus on showing off their voice.
Audiences don’t just want information; they want to feel like they know the people behind the scenes. Whether it’s being funny, candid or a little different, showing your personality will become far more valuable than sticking to a rigid posting schedule.
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8. Is LinkedIn becoming more… casual?
Say goodbye to LinkedIn as the stiff, professional platform. We’re now starting to see LinkedIn becoming more casual, relatable and even… funny. Although it’s not for everyone, it is what’s happening in the changing world and something definitely to consider.
We’re already seeing brands and professionals experimenting with memes, storytelling and even humorous takes on workplace culture. This shift is making LinkedIn content feel less like a public CV to a more engaging conversation. It’s a space to connect with audiences in a way that’s insightful but also approachable and human.
Maybe we should thank SURREAL for this.
Their approach to LinkedIn marketing has brought a new type of humour and style to the platform.
We tested it and it slowly became one of our top-performing posts of the year. Take a look.
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2025 will be about balance between AI and human insight, bold experimentation and platform-specific strategies, and authenticity over perfection. Social is no longer a one-size-fits-all game anymore.
Whilst no one can be certain of which trends will take the lead in 2025, by staying curious, adventurous, embracing change and putting your audience first can push you ahead of the curve.
Social media is constantly evolving, nothing stands still and investing in your social media strategy means the content you put out is relevant, adaptable, and ultimately the things your audiences want to see.
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Strategic Director at SANDBOX
4 周I always knew LinkedIn would win the day across socials... in my world it does time and time again. But I hear you team – they all have their value.