What’s in, what’s out, what’s next?
The only thing more unpredictable than social media? The algorithm.
One day, brands are thriving on TikTok; the next, we’re all trying to figure out if Meta’s new AI assistant is a friend or foe. Staying ahead of trends isn’t just smart—it’s survival.
So, what’s in, what’s out, and what’s coming next in 2025? We’ve got you covered.
What’s In: The Social Media Trends Dominating 2025
1. AI-Generated Content (But Make It Human)
AI is the cool new kid at the party, but let’s be real—no one wants to read robotic, soulless captions. The winning formula? AI + human creativity.
✅ Brands are using AI for content ideas, captions, and even video scripts.
✅ But human oversight is key to keeping content relatable and on-brand.
✅ The best AI-powered tools: ChatGPT, Jasper, Canva AI, and Adobe Firefly.
💡 What to Do: Test AI tools for brainstorming, but add your unique brand voice before hitting publish.
2. Social Search: TikTok & Instagram Are the New Google
Surprise! People under 30 are using TikTok and Instagram instead of Google to find restaurants, reviews, and even marketing tips. SEO isn’t just for websites anymore—it’s for social too.
✅ Instagram and TikTok captions need strategic keywords to show up in search.
✅ Hashtags are out, but keyword optimisation is in.
✅ Google now ranks TikTok videos in search results—yep, SEO meets social.
💡 What to Do: Treat your social media like a search engine. Think:
🔹 “Best marketing tips for startups” (Instead of just “Social media tips”).
🔹 “London’s best coffee spots ☕” (Instead of just #LondonCoffee).
Example: Sephora’s SEO Strategy on Instagram
Instead of hashtagging #MakeupTips, they use search-friendly captions:
✅ “The best concealers for dry skin (and how to apply them like a pro).”
✅ “Glowy vs. Matte? How to choose the right foundation for your skin type.”
💡 Takeaway:
Replace spammy hashtags with searchable keywords in captions and video subtitles.
SEO optimize your profile & bio:
❌ “Love skincare 💖✨”
✅ “Expert skincare tips | Best beauty hacks for glowing skin”
3. Private Communities & Niche Groups
Public engagement is down, but private group engagement is thriving. People want exclusive spaces, not algorithm-driven chaos.
✅ Slack & Discord communities are exploding.
✅ Private Instagram “Close Friends” groups = ultra-loyal fans.
✅ Facebook Groups are making a comeback (We know, we’re shocked too).
💡 What to Do: Create VIP-style communities for your audience. Share exclusive insights, offer first dibs on content, and build brand loyalty beyond the feed.
Example: Nike’s “Nike Run Club” on Discord & Strava
Instead of a public Facebook page, they built a private running community.
Runners share progress, get advice, and interact with Nike trainers directly.
💡 Takeaway:
Create a private Instagram Close Friends list for VIPs with exclusive content.
Start a Slack or Discord community where customers can connect & engage.
4. “Edutainment” Content: Smart, Snackable & Addictive
People want useful content, but they also have the attention span of a TikTok scroll.
✅ The best-performing videos are 15-30 seconds (quick but informative).
✅ Storytelling beats sales pitches every time.
✅ Fast-paced, cut-heavy videos (think: subtitles, jump cuts, and B-roll) keep viewers hooked.
💡 What to Do: Break down big ideas into quick, engaging reels. Think “5-second marketing hacks” instead of “Here’s a 20-minute lecture on branding.”
What’s Out: Trends We’re Leaving Behind in 2024
❌ Hashtag Overload
Let’s be honest—using 30 hashtags isn’t the engagement booster it once was. In 2025, platforms prioritise keywords over hashtags.
What to Do Instead:
🔹 Write natural captions with searchable keywords.
🔹 Use 3-5 targeted hashtags max (not 30 random ones).
🔹 Make your captions feel human, not like a hashtag graveyard.
❌ Overly Polished, “Corporate” Content
People don’t want to interact with perfect, stock-photo brands—they want real people.
What to Do Instead:
✅ Ditch overly produced content in favor of authentic, behind-the-scenes posts.
✅ Use UGC (User-Generated Content)—your audience creates better ads than you do.
✅ Show faces, voices, and personality—polished ads feel stale, raw content wins.
❌ Obsessing Over Follower Count
Follower numbers don’t pay the bills—engagement and conversions do. In 2025, brands are focusing on actual connections, not just vanity metrics.
What to Do Instead:
✅ Prioritise meaningful interactions over mass growth.
✅ Measure comments, shares, and saves—these matter way more than a random new follower.
✅ Invest in community engagement—talk with your audience, not at them.
What’s Next: Social Media Predictions for 2025 & Beyond
Social Commerce 2.0 (With AI & Chatbots Running the Show)
Social shopping isn’t new, but AI-powered recommendations and instant in-app checkouts are about to explode.
💡 What’s Coming:
🛍️ AI-curated product suggestions based on user behaviour.
💬 Automated DMs for purchases—people can buy straight from chat.
📱 One-click checkout on all platforms (Instagram, TikTok, and even LinkedIn).
Why It Matters: Brands that streamline social shopping will dominate—if your checkout process is clunky, you’re losing customers.
Long-Form Video Makes a Comeback
Short-form is king, but longer videos are regaining traction, especially for storytelling and in-depth content.
💡 What’s Coming:
🎥 YouTube Shorts blending into longer videos to keep viewers engaged.
📚 LinkedIn doubling down on video content (finally making it interesting).
💬 TikTok expanding long-form content (because 3-minute videos aren’t enough?).
Why It Matters: If your brand can hold attention beyond 30 seconds, you’ll win big.
The brands that adapt fast win. The ones that don’t? Well…they’ll be wondering why their engagement tanked.
Need help navigating the wild world of 2025 social media? We’ve got you.
Get in touch and Let’s make 2025 your brand’s best social media year yet. 🚀