Expert Social Media Marketing predictions for 2025

Social media has evolved rapidly, shaped by changing user behaviours, emerging technologies, and shifting content trends. As platforms roll out new features and user expectations continue to rise, brands must stay adaptable to keep their audiences engaged. In 2025, staying ahead won’t just be beneficial—it will be essential for maintaining relevance in an increasingly competitive digital landscape.

Looking ahead, the focus will be on user experience and authenticity. This article explores key predictions, strategies, and insights to help brands strengthen connections and maximise their social media impact.

Social media user behaviours and strategy-driven trends for 2025

The way people engage with content has transformed. It’s no longer about passive scrolling—users are actively interacting with content that resonates. Short-form content, such as TikToks, memes, and interactive posts, continues to dominate, grabbing attention and sparking conversations in real-time.

At the same time, authenticity is becoming a priority. Consumers are more aware of how influencer marketing works and are shifting away from endorsements that feel overly commercial. This has driven brands towards micro and nano influencers, who nurture stronger, more genuine relationships with their audiences. Long-term partnerships are proving far more effective than expensive, short-term influencer campaigns, as audiences value trust and relatability over celebrity endorsements.

As Isabella Meerdink, our Social Media and Content Marketing Executive explains:

“In 2025 I think more brands are going to become more ‘community focused’ in terms of gifting and brand trips. As demonstrated by REFY (a beauty brand founded by influencer Jess Hunt). In 2024 the brand took their closest community members ‘the customers’ on a brand trip to Mallorca with co-founder Jenna saying that “our customers have become the new influencers” The brand capitalised on using Instagram’s broadcast channel group chat to interact with their customers and create a sense of trust/community with the brand. Not only does this allow for a diverse group of participants but it also strengthens the bond between brand and customer”

Brands are also focusing on cost-effective strategies, using influencer-owned platforms and community-driven marketing rather than relying solely on platform algorithms.

Content Evolution in 2025: UGC, EGC, AI, and Purpose-Driven topics

User-Generated Content (UGC) remains a powerful tool for building trust and credibility. More brands are integrating UGC into their marketing strategies, using it for advocacy, engagement, and community-building across multiple platforms. In 2025, UGC will no longer be just an add-on—it will be a core part of influencer marketing and content strategies.

As Hannah Richardson, our Social Media Executive notes:

“I expect we will see an even greater emphasis on user-generated content (UGC) as a tool to impact brand awareness and trust. Brands like VIEVE (founded by makeup mogul, Jamie Genevieve) are already using UGC effectively, selecting a “Muse of the Month” who is gifted some of the brands’ latest launches for the content they’ve created. This process creates a mutually beneficial cycle: the user creates the content, the brand gifts products, the user generates more content with the gifted product, thus strengthening the bond between the user and the brand. This connection leads to repeat purchases as the customer feels valued and rewarded for their loyalty to the brand.”

Employee-Generated Content (EGC) is also on the rise, with brands recognising the value of employee advocacy. By showcasing behind-the-scenes insights, employees can humanise brands and build authenticity.

Lara Harding, Our Senior Organic Social Media Executive predicts:

“EGC – Employee Generated Content is going to be big in 2025. We have seen many brands using this strategy in the last couple of months and it’s a strategy that brands can really leverage to humanise their brand. Social Media users want to see the faces behind a brand!”

Meanwhile, brands will continue to align with purpose-driven topics. Consumers expect brands to take a stand on sustainability, mental health, diversity, and ethical business practices. Content that highlights eco-conscious efforts, inclusivity, and well-being will resonate deeply with audiences, shaping brand identity and long-term loyalty.

At the same time, AI’s role in content creation will expand—but so will consumer awareness of its limitations. While AI-powered tools make content production more efficient, brands will need to ensure a balance between automation and human creativity to maintain authenticity. AI will also play a crucial role in performance insights and trend predictions, helping brands optimise their strategies

Social media trends by platform

Instagram

Instagram has introduced several new features to improve how users create content, engage with others, and shop. Reels can now be up to 3 minutes long, and there are new interactive stickers and AI-powered tools to help make content more engaging. Shoppable posts and in-shop ads make it easier for users to buy products directly on the app. Meta-verified users can add clickable links in Reels, and you can now pin posts to your profile grid or schedule posts ahead of time. Other updates include the ability to manage DMs from the desktop, view past posts easily, and access a new professional dashboard to track account performance.

Predicted trends for Instagram

Instagram’s ad ecosystem will become more interactive, AI-enhanced, and commerce-driven:

• • AI-Driven Personalisation in Ads – Brands will increasingly use AI-powered tools to create highly personalised content and ads, effectively segmenting audiences and predicting user interests. By tailoring experiences to individual preferences and behaviours, AI will help improve ad performance, drive more meaningful engagement, and reduce wasted spend.
  • Shoppable content – Expect more seamless integration of eCommerce features in Instagram posts, Stories, and Reels, enabling users to buy directly from content without leaving the app, making the shopping journey smoother.
  • Interactive & Engaging content – With the rise of interactive content like polls, quizzes, and AR filters, brands will design campaigns that encourage user participation, promoting stronger connections with followers and boosting organic engagement.
  • Live Shopping & sponsored streams – Instagram will continue to push live shopping features, with brands hosting live events where they can directly engage viewers and drive sales.
  • Influencer-driven content & Co-creation – Influencers will play a larger role in brand storytelling, with brands collaborating on co-created content that feels more authentic. Expect more influencer-led campaigns, live sessions, and exclusive product launches.
  • Advanced Analytics & Real-Time campaign adjustments – Brands will make use of Instagram’s improved analytics tools to track campaign performance in real-time, enabling them to optimise content and ad strategies for better ROI and engagement.
  • Multi-Link bios & In-App promotions – Instagram will offer more ways for brands to share multiple links in bios and use promo codes within the app, making it easier to promote various products and campaigns simultaneously.

TikTok

Brands will focus on building real, meaningful partnerships with niche creators who share their values, moving away from generic influencer marketing. There will also be more collaboration with diverse creators to reach a wider audience. TikTok will become a bigger search tool, especially for younger users, with voice search and better recommendations. Longer videos will become more common, allowing for more in-depth storytelling and education. Additionally, creators will have more ways to make money, including direct audience support and new brand sponsorships.

Predicted trends for TikTok

• Personalised content & Shoppable Ads – Brands will harness AI to deliver hyper-targeted content and ads based on individual preferences and behaviour. Additionally, shoppable video ads will become more prevalent, enabling users to purchase products directly within videos without leaving the platform, enhancing the overall shopping experience.
• Branded challenges & Interactive campaigns – Brands will launch viral challenges that encourage user participation, driving community involvement and organic engagement with products.
• Live shopping & Sponsored streams – Companies will host live shopping events and sponsor live streams, giving viewers the chance to purchase products during real-time demonstrations.
• New creative tools – TikTok will introduce more in-app editing and design features, allowing brands to produce eye-catching, interactive content more easily.
• Real-Time analytics – Brands will make use of advanced analytics tools to measure performance and adjust campaigns in real-time, optimising content for maximum engagement and ROI.
• TikTok’s ban and comeback – Marketers will focus on building robust, cross-platform brand strategies, utilising data insights to target audiences effectively. As TikTok returns, they’ll prioritise hyper-personalised, shoppable content to re-engage users quickly, using AI to tailor campaigns to evolving preferences and behaviours. The aim will be rapid recovery through seamless channel integration.

X (Formerly Twitter)

X will become an even more prominent platform for real-time news, microblogging, and public discourse. The increased focus on community-driven interactions and transparency will offer brands opportunities to engage directly with their audience during major events and trending topics.

To stay relevant, brands should monitor trending topics and participate in real-time conversations. Use X to offer customer service, build brand transparency, and share quick updates. Brands that can react quickly and authentically will cultivate trust and engagement in this fast-paced environment.

Predicted Trends for X

• • Brands will prioritise real-time engagement – Expect them to actively participate in trending topics and major events, using quick updates or reactions to stay relevant.
  • Customer service will shift to DMs – With declining user engagement, brands will move more customer interactions to DMs, offering personalised responses and immediate support.
  • Hashtag-driven campaigns will become common – Brands will create or latch onto viral hashtags and challenges, hoping to boost engagement through these organic, community-driven trends.
  • Interactive content will surge – Polls, quizzes, and other interactive content will see a rise as brands look to boost participation and drive engagement within the platform.
  • Live-streaming will become a standard tactic – Brands will host live sessions to engage with followers in real-time, particularly for product launches or exclusive events.
  • Brands will push time-sensitive promotions – Flash sales or limited-time offers will be promoted directly on X, aiming to capitalise on urgency and trending moments.
  • User-Generated content will be more central – Brands will encourage their followers to create content, with the intention to amplify it for social proof and increased interaction.
  • Pinning key content will be standard practice – To ensure key campaigns don’t get lost in the feed, brands will increasingly pin important tweets and updates.
  • Retargeting Ads will become crucial – Brands will ramp up retargeting strategies, especially focused on those who engaged with past posts or ads, to improve conversion rates.
  • Brand transparency will take priority – Given the platform’s decline in users, companies will focus on being more open and communicative, sharing behind-the-scenes content and addressing customer concerns quickly.

Emerging Social Media platforms to watch in 2025

A wave of new social media platforms is emerging, each catering to different niches and offering unique opportunities for brands.

Noplace, aimed at Gen Z, combines Twitter and Myspace elements with customisable profiles and text updates. It’s ideal for brands seeking interactive, community-driven engagement with younger audiences and will likely grow in popularity.

Ten Ten is a voice-based app where users send messages to friends, making it great for brands targeting teens looking for real-time, personal communication. Expect it to grow as voice engagement rises.

BeReal offers unfiltered daily photo-sharing, promoting authenticity. It’s perfect for brands in lifestyle, fashion, and wellness, who can engage with younger audiences prioritising honesty over curation.

Threads, Meta’s new platform, allows longer text posts and integrates with Instagram. It’s ideal for brands already active on Instagram, offering a seamless way to share real-time content with a broader reach.

Airchat is an audio-first platform, combining Twitter and Clubhouse. Perfect for brands looking to connect with users through spontaneous voice messages, it’s expected to grow as audio engagement becomes more popular.

Yik Yak allows anonymous location-based sharing, making it ideal for local engagement. It’s well-suited for brands with a focus on hyper-local marketing, particularly in neighbourhoods or universities.

Substack Notes, a short-form content feature within Substack, is great for brands focused on thought leadership, especially in journalism or niche industries, allowing quick, impactful updates.

Coverstar is a safe TikTok alternative, perfect for family-friendly and educational brands focused on creating secure online spaces. It’s expected to become a go-to platform for safety-conscious users.

Jagat offers location-based social media, enabling users to share updates on an interactive map. It’s ideal for travel and event brands targeting users through local experiences and real-time updates.

Fizz is an anonymous platform for college students, making it a great option for brands in education, tech, or student-focused sectors. It provides a private space for campus-based engagement.

Lemon8, from ByteDance, combines elements of Instagram and Pinterest for lifestyle content. It’s ideal for brands in fashion and beauty, focusing on aspirational and curated visual content.

Lapse turns photos into a vintage experience with a delayed development feature, appealing to creative brands in photography, arts, and fashion. It’s expected to attract a growing audience for artistic engagement.

Bluesky, a decentralized text platform, is perfect for privacy-conscious users. Brands focused on tech or privacy will find this platform ideal for facilitating open, secure conversations.

These platforms offer fresh ways for brands to connect with specific audiences. By 2025, each will play a crucial role in how companies approach social media marketing, offering new opportunities for engagement and growth.

Conclusion

It’s clear that social media has become far more than just a tool for marketing – it’s an essential platform for building real, lasting connections with people. Consumers no longer want to be sold to; they want to engage, interact, and feel like they’re part of something genuine.

The shift towards authenticity means that brands can no longer rely on flashy campaigns or celebrity endorsements alone. Instead, it’s the micro and nano influencers, who are able to develop more personal, relatable connections, that are leading the way. User-generated content (UGC) has also taken centre stage, empowering everyday people to become the true advocates of your brand. And while AI is helping brands fine-tune their strategies and create better content, it’s the human touch – the values we stand for, the stories we tell, and the conversations we spark – that will really make the difference.