The Top Social Media Trends for 2025 That You Need To Pay Attention To

We can all agree that social media marketing is not for the faint-hearted.

Our worst nightmare was the unannounced algorithm updates a couple of years ago. Today, we face a complete change in user behaviour and consumer habits and a brand new generation of social media users and spenders with particular needs.

This is why our 2025 social media trends report should become your go-to guide to facing all the challenges. One is ensuring your clients are on board with optimising their social media strategy.

We know change can be tricky, so we backed all prominent social media marketing trends with precious data and research. As a special treat, we're sharing our free social media management trends report with you.

1. Short-form video is still the king

Short-form video will continue to dominate in 2025, with platforms like TikTok, Instagram Reels, YouTube Shorts, and Facebook Reels leading the charge.

TikTok, the pioneer, now boasts 2.051 billion global users, and it is projected to reach 1.8 billion monthly active users by the end of 2025.

And there's a good reason for it.

Why do short-form videos work?

• Bite-sised content fits shrinking attention spans.
• Videos are highly engaging, offering a mix of entertainment and education.
• 90% of vertical videos (Instagram Reel, Instagram Story, Facebook Reels, TikTok videos, YouTube Shorts) have a higher watch completion rate than horizontal ones.

Wyzowl's video marketing statistics report clearly shows that 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.

Research also tells us that users in the US spend an average of 45.8 minutes per day on TikTok and that Instagram users watch 17.6 million hours of Reels daily!

How to succeed with short-form videos

Data and reports aside, if you looked at your own social media networks, we are sure you would notice that you personally consume more short-form videos when scrolling.

If you want your business to be successful on social networks and reach the desired results, engaging social media videos are the way to go in 2025. 

When planning your short-form video strategy, it is essential to ensure that you are not blindly participating in trends and experimenting with unique sound clips just to be trendy:

1. Focus on value: Create videos that educate, entertain, or inspire your audience while addressing their pain points.
2. Creating content without a purpose is still a big "NO!". A clear CTA is necessary to get the viewer into the client funnel. You need to keep the goal of these videos as the central focus. Because, as we all know, you can’t take views and likes to the bank.
3. Plan strategically: Answer key questions like:

• • Who is your target audience?
  • What is the goal of the video? Brand awareness? Ads? Personal connection?
  • Where will it be posted? TikTok, Reels, or Shorts?

Source: @sendible

Platform-specific tips

• TikTok: Use trending sounds, but ensure your content aligns with your brand’s goals. Prioritise storytelling to build emotional connections.
• Instagram Reels: Focus on visually stunning, concise content with compelling CTAs for engagement.
• YouTube Shorts: Repurpose TikTok content while leveraging Shorts to promote longer YouTube videos.

The possibilities of short-form videos are endless, and this is precisely why this social media trend remains the leading one.

2. The demand for authenticity and UGC

In 2025, raw, unfiltered content reigns supreme. Audiences, especially Gen Z and Millennials, want to connect with relatable and transparent brands.

Consumers are tired of overly polished, generic content that feels disconnected from real-life experiences. Instead, they crave genuine interactions and relatable storytelling.

User-generated content (UGC) is a natural extension of this demand, acting as the ultimate proof of authenticity. By blending UGC with authentic, brand-created content, businesses can build trust, foster community, and enhance engagement.

Why it works:

• Consumer expectations: A study found that 90% of consumers value authenticity when choosing brands.

• Impact on engagement: User-generated content is perceived as more trustworthy and engaging. 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.

• Consumer trust: Consumers are 2.4 times more likely to view user-generated content as authentic than brand content, highlighting the importance of authenticity in building trust.

• Influence on purchase decisions: User-generated content significantly impacts purchasing behaviour, with 82% of consumers more likely to make a purchase after seeing user-generated content.

How brands can be authentic on social media:

Show your human side:

• Add BTS as one of your social media content pillars. Share behind-the-scenes content, employee stories, and day-in-the-life videos. This helps audiences see the people behind the brand and fosters a sense of reliability. Don't be afraid to share no-context quotes, team-building photos, and challenges of different roles.

Participate in real-time trends:

• Engage with trending topics and challenges in a way that aligns with your brand values, but don’t force participation just to appear relevant.

Be transparent:

• Address mistakes openly, share insights about your processes, and provide an honest look at your company’s journey. Transparency is a cornerstone of authenticity.

How to integrate UGC effectively into your social media strategy:

1. Encourage customers to share:

   • Create branded hashtags or challenges to motivate users to share their experiences. For example, a fitness brand might use #MyFitnessJourney to collect workout stories.

2. Highlight UGC across channels:

   • Feature UGC on your website, social media, and even in ads. For instance, Instagram Stories are perfect for sharing customer reviews or unboxing videos.

3. Collaborate with micro-influencers:

   • Partner with influencers who naturally align with your brand and can encourage their audiences to create UGC.

Platform-specific strategies:

• Instagram: Use branded hashtags to collect UGC and repost the best submissions in Stories or on your feed. Pair these with Reels showcasing authentic, behind-the-scenes content.
• TikTok: Encourage UGC through trending challenges or duets, amplifying authentic customer experiences with your products.
• YouTube: Highlight UGC through testimonial videos or customer reviews in your brand’s official content.
• Facebook Groups: Create a dedicated group where users can share their stories, photos, or feedback about your brand.

Why this works:

• Trust-building: UGC and authentic content resonate deeply because they reflect real-life experiences and transparency.
• Cost-effectiveness: UGC allows brands to generate high volumes of content without extensive production costs.
• Increased engagement: Audiences are more likely to engage with content they perceive as genuine, leading to stronger connections and loyalty.

3. Organic reach is declining, but narrow-targeted ads are the solution

As platforms prioritise paid content and creator-driven posts, organic reach steadily declines.

Facebook posts now reach just 2.2% of followers on average, while Instagram fares slightly better at 9.5%. This trend has pushed brands to rely more on paid strategies to maintain visibility.

However, not all ads are created equal. Generic, broad-reaching campaigns no longer deliver results in a world where users expect personalised and relevant content. Enter narrow-targeted social media ads, the key to cutting through the noise and maximizing ROI.

Why this matters:

• Platforms like TikTok, Instagram, and LinkedIn are saturated with content, making it harder for brands to stand out organically.
• According to a study conducted by PWC, targeted advertising and promotions have caught the attention of 31% of respondents, with Gen Z showing a higher interest at 43%. When asked about the types of ads that influence their pre-purchase decisions, 37% of respondents prefer ads that directly link them to offers and promotions for their favourite brand or product. Additionally, about a third (34%) are attracted to sponsored ads on social media platforms.
• While social media advertising may be difficult, it still plays a big role in your clients' online sales success. As of January 2019, roughly 80% of online consumers have made a purchase from social media ads.
• With advanced targeting tools and AI-driven insights, platforms now offer unprecedented precision in reaching the right audience at the right time.

How to adapt:

1. Leverage analytics for precision: Use platform tools like Meta Ads Manager, LinkedIn Campaign Manager, or TikTok Ads to segment audiences based on interests, behaviours, and demographics.
2. Combine organic insights with ads: Monitor your highest-performing organic posts and use them as templates for targeted ads. Boosting proven content ensures better engagement and ROI.
3. Experiment with retargeting: Retarget users who have interacted with your organic content or website for a second touchpoint that leads them further down the funnel.

Platform-specific strategies:

• Facebook & Instagram: Use Lookalike Audiences to target users with similar characteristics to your best customers. Pair this with Instagram Reel ads to tap into the platform’s most engaging content format.
• TikTok: Focus on Interest Targeting combined with trending ad formats like Spark Ads, which amplify organic posts from creators.
• LinkedIn: Narrow your focus to industry-specific audiences and use Lead Gen Forms to capture data directly from ads.

The bottom line:

While organic reach continues to decline, narrow-targeted ads offer a sustainable path forward. They allow brands to extend the reach of their best content, reach hyper-specific audiences, and drive meaningful engagement in an oversaturated digital landscape. Combining organic strategies with paid precision allows you to achieve visibility and results without relying solely on one approach.

4. Social commerce will continue to rise

Social commerce is a social media trend that has been on our radar for a long time. Both brands and social media platforms have been working hard to find the right way to convert social media networks into sales platforms.

And before we dive into data and how to integrate it into your social media strategy, here are the top two things you need to know for 2025:

In 2018, 30% of consumers said they would purchase through Pinterest, Instagram, X (Twitter), or Snapchat. Today, 46% of consumers report purchasing products directly through social media. In fact, the global social commerce market is projected to reach $1.2 trillion by 2025, driven predominantly by Millennials and Gen Z consumers.

While the growth is evident, it's important to keep in mind these notable concerns:

• 74% of consumers are concerned about privacy and data-sharing on social media.
• Consumers rank social media companies and platforms as the least trustworthy.
• 47% of consumers do not purchase due to doubts about the seller’s authenticity.

Should this stop you? Absolutely not, as stores that have at least one social account have 32% more sales on average than stores that don't use social media. In other words - social presence means more sales.

In fact, the GoDaddy report revealed that the top three platforms are:

1. Facebook
   • Millennials: 67% believe it is important for small businesses to have a presence here.
   • Gen Z: 49% still value Facebook, though TikTok and Instagram dominate their generation.
2. Instagram
   • 61% of Generation Z expect businesses to be on Instagram.
   • Millennials: 49% also actively shop on this platform.
   • Additionally, a report from Piper Jaffray found that 73% of Gen-Z shoppers in the U.S. want brands and retailers to connect with them about new products and promotions through Instagram.
3. TikTok
   • It is Generation Z’s favourite option for impulsive purchases.
   • 48% of Gen Z make purchases at least once a month on TikTok.

Statista reports that social media platforms have become the latest shopping destinations. Their data reveals that in 2023, the social commerce market in the United States generated approximately 75.6 billion U.S. dollars in revenue. Projections suggest this figure will almost double within the next five years, surpassing 141 billion dollars.

Source: Statista

So, what does all of this mean for you?

As buying online becomes increasingly common and consumers use social media to either buy products or review them, you must provide easy ways for customers to buy from them.

You want to work with them to minimise any potential purchasing frustration and set them up with native shopping experiences and opportunities available through social media apps like Facebook, Instagram, and TikTok. This will result in a higher ROI and a better user experience.

How to include social selling into your social media strategy

Regarding social selling, the social media strategy is slightly different from what you might use for a service-based business.

• You'll want to post more consistently. This strategy requires producing high-volumes of content with shoppable links posted in more places. For example, if you're a fashion or jewellery brand, you will want to take advantage of having an Instagram Shop. This way, you'll be able to:
  • List products in your shop.
  • Create posts with shoppable links.
  • Post Instagram Stories with clickable links that lead to the purchase page.
• Ensure you're tracking link clicks to optimise your strategy. UTMing your links is crucial if you want to see the ROI on your social selling efforts.
• Leverage User-Generated Content (UGC). Encouraging customers to share their purchases and experiences can build trust and drive sales through authentic endorsements.

5. Private communities: Prioritising connections over follower counts

One of the ongoing messages we see on social media is that you need to build a community.

This might sound vague or idealistic, but the fact is that 66% of branded communities say that the community has had an impact on customer retention. And according to the Global Web Index, 76% of internet users are participants in online communities.

The amazing thing about a focused and mighty community is that this is where the brands’ most loyal and dedicated customers are. These are those ride-or-die, forever customers who are first to purchase and support.

Learn how TikTok has reshaped community management.

With all this in mind, it's no wonder that some social media platforms, like TikTok and Instagram (Reels), now have handy features that allow you to respond to comments with videos, or share comments to your Instagram Story, and provide even more value. 

But, you can take this even further by creating private communities.

In 2025, the focus will shift even further from amassing large follower counts to fostering engaged, meaningful communities. Public feeds are no longer the primary stage for interaction; instead, users are migrating to private groups and niche communities on platforms like Facebook Groups, Discord, and Slack.

This transition reflects a desire for personalized interactions and deeper connections, where users feel valued and heard, not just targeted.

Why creating private social media communities matter in 2025

• Decline of public engagement: Social fatigue and oversaturation have driven users away from the chaos of public feeds. 
• Trust and belonging: Private online communities offer a more focused and authentic engagement experience compared to public social Feeds. These communities provide a dedicated space for meaningful conversations, fostering a sense of belonging among members. 
• Higher engagement rates: While social media engagement averages between 0.05% to 5% of total followers, nearly 50% of members in private online communities are actively engaged.

How to succeed with private communities:

1. Build exclusive groups:

   • Create Instagram Broadcast channel, Facebook Groups, Discord servers, or Slack channels for your audience.
   • Offer value through exclusive content, early access, or discussions led by your team or guest experts.

2. Encourage user participation:

   • Invite members to share their insights, experiences, or UGC to foster a collaborative atmosphere.
   • Use polls, AMAs (Ask Me Anything), and interactive posts to spark conversations.

3. Facilitate deeper connections:

   • Focus on quality over quantity by building a smaller but highly active and loyal member base.
   • Reward community engagement with shoutouts, loyalty perks, or giveaways.

Platform-specific strategies:

• Facebook Groups: Create a branded Facebook community around shared interests or goals (e.g., social media tips for small business owners). Use it as a hub for sharing resources, sparking discussions, and running live Q&A sessions.

•  

  Discord: Build a server tailored to your audience's niche interests, offering dedicated channels for Q&A, product feedback, and live events. Utilize Discord's voice and video features for interactive sessions.

•  

  LinkedIn Groups: Focus on professional discussions, industry insights, and peer-to-peer networking. Use LinkedIn Groups to share exclusive industry reports or facilitate meaningful B2B connections.

•  

  Slack Communities: Ideal for B2B brands, Slack groups can provide an intimate space for professionals to share ideas and solutions. Organize channels by topics or projects to streamline discussions.

•  

  Instagram Broadcast Channels: Use Instagram’s broadcast channels to connect directly with your audience through curated content. Share exclusive updates, behind-the-scenes insights, polls, and resources. Since these are one-to-many messaging features, they are perfect for fostering a sense of inclusion and keeping your followers informed in real time.

In 2025, success on social media isn’t about chasing numbers—it’s about building a home for your audience. Private communities allow brands to create safe, trusted spaces where followers evolve into loyal advocates. By focusing on depth and fostering genuine connections, brands can build lasting relationships that drive engagement and loyalty.

6. Social fatigue and selective engagement

In an oversaturated social media landscape, users are becoming increasingly selective, engaging with fewer high-quality posts.

Why it works:

• Users are overwhelmed by the sheer volume of content, spending less time scrolling and more time seeking value.

How to succeed with selective engagement:

• Quality over quantity: Post less often but focus on delivering high-value content that educates or entertains.
• Interactive content: Use polls, quizzes, and Q&As to encourage active participation.
• Personalised storytelling: Build an emotional connection with relatable stories.

Platform-specific tips:

• Instagram Stories: Polls, quizzes, and "Ask Me Anything" stickers can encourage engagement.
• LinkedIn: Publish thought-provoking articles or case studies tailored to your professional audience and experiment with Polls.
• Twitter/X: Use concise, insightful threads that break down complex topics.
• Facebook Groups: Q&A threads are a great way to start a discussion.

7. Social SEO is not something you wish to ignore

New York Times said that TikTok is the new search engine for Gen Z, and Senior Vice President Prabhakar Raghavan, who runs Google’s Knowledge & Information organisation, said:

When you pair this with the factors that affect the TikTok algorithm (that's influencing changes in all the others), you'll realise that hashtags alone don't cut it anymore.

So here's how you can optimise your marketing strategy and introduce social SEO to it:

• Do keyword research to find out what format you should use and what topics you should cover.
• Use keywords in the caption of the social media post.
• Start adding alt text to your social media images to improve accessibility.
• Do not forget to natively add keyword-optimised captions to your videos.
• Subtitles are an absolute must when it comes to any video format.

8. The rise of AI-generated content

AI-generated content refers to content that is created using artificial intelligence tools such as natural language processing, machine learning, and computer vision. With the rise of social media platforms, there is a growing demand for high-quality, engaging, and personalised content. This is where AI-generated content comes in, enabling marketers to create content quickly and efficiently, saving time and resources.

Several AI tools have emerged that can help marketers create content for social media. Here's just a quick breakdown of the most famous ones:

• Chat GPT is a natural language processing tool that can be used to generate social media copy.
• Synthesia is a video creation tool that uses AI to create personalised videos at scale.
• Lexica is a tool that can be used to generate images using natural language descriptions.

But, if you'd like to opt in for an undisrupted experience, we suggest you try Sendible's AI Assist. Save time by quickly generating engaging captions, ideas, and ensuring brand consistency directly from Smart Compose Box, freeing you up to focus on other important tasks.

While there are benefits to using AI-generated content, such as faster content creation, increased personalisation, and cost savings, there are also some drawbacks.

One of the biggest concerns is AI-generated content's lack of creativity and authenticity. There is also the potential for errors, biases, and ethical concerns around using AI-generated content.

Social media marketers must understand the benefits and drawbacks of AI-generated content and use these tools effectively and ethically. By leveraging AI-generated content, marketers can achieve their goals more efficiently while maintaining their content's authenticity and creativity.

In conclusion, AI-generated content is a growing trend in social media marketing. While there are some concerns about using these tools, the benefits of faster content creation, increased personalisation, and cost savings cannot be ignored. As AI tools continue to improve, we will likely see even more creative and innovative uses of AI-generated content in social media marketing.

9. Instagram Threads are here to stay

Within less than 24 hours, Meta CEO Mark Zuckerberg announced that Threads had reached 30 million users.

Now, this number is over 150 million users and 23.6 million daily active users.

Threads, created by the Instagram team as a major competitor to X (formerly Twitter), enhances your experience of sharing texts and engaging in public discussions. Or so they say.

Source

It provides a dedicated space for self-expression, meaningful conversations, and connecting with like-minded individuals. You can easily log in with your trusted Instagram account, personalise your profile, and immerse yourself in a vibrant community.

Take control of who mentions and replies to you, fostering positive interactions. Filter out specific replies by hiding certain words. Explore posts from accounts you follow and discover recommended content. Seamlessly share your thoughts to Instagram and other platforms. With Threads, there are no limits to your creativity.

I know what you're thinking. Building an engaged and respectful community takes some extra time. And it might not even work! But we would definitely encourage you to try it, especially if you and your clients have an Instagram account.

You see, you can easily link the two to promote them and share the same bio and profile images. This means you'll be able to create a new profile in a few clicks! And if you're not in the mood for coming up with an entirely new strategy, here's what we suggest (as a start):

• Repost Tweets.
• Share quotes from your articles and add a link to increase traffic.
• Celebrate social media holidays.

Exploring Instagram Threads: Sendible’s Guide to Scheduling Them

Read more

Trends to keep an eye on - Hashtags are dying

It’s not as alarming as it might sound. Social media networks are increasingly behaving like search engines, which means Social SEO is becoming essential. Just like traditional SEO, Social SEO involves a variety of elements, with hashtags being just one part of the mix.

You can’t simply add 20 hashtags and hope for the best. It’s important to be intentional with your choices. Your hashtags should align with your keywords, description, and the content of your post to be effective. Whether you use three or ten hashtags, what matters most is that you choose them thoughtfully.

The latest social media news

Staying on top of the yearly social media trends is important for adjusting your social media strategy. But if you're serious about reaching those business goals, you'll want to keep in touch with the latest social media news as well.

This will allow you to develop new tactics and experiments and act promptly to adjust your content strategy.

Here are the latest ones:

• 🦋 Bluesky has surpassed 20 million users.
• ⤵️ Instagram may lower your video quality if view rates are low, prioritising higher-quality content from creators with better engagement. 
• 🎵 Instagram now allows Photos and Carousels with music to appear in the Reels tab, helping you reach more non-followers. 
• 🚶‍♀️ Threads is testing custom topic feeds, letting users curate content around specific subjects - accessible by swiping down on the home screen.
• #️⃣ Instagram is removing the option to follow hashtags, and hashtags you follow will no longer appear in your feed.
• 🤳 Instagram highlights are moving to their own tab on your profile grid, similar to the Reels layout.
• 🍎 Instagram is testing a reset recommendations option, allowing users to start fresh with content suggestions in Explore, Reels, and Feed.

Don't forget to subscribe to our monthly newsletter Insider to stay on top of the news.

Some final thoughts

There are numerous trends you could hop on to. But be careful, as it is too easy to get lost in them. This is why we carefully picked these eight trends that could potentially make the biggest difference for your clients.

And now that you're familiar with everything there is to know about the latest social media trends, it's time to work on your strategy! So, read our handy guide on content pillars and start planning social media content calendars for your clients.