Since the advent of social networking sites like Friendster and MySpace in the early 2000s, social media has continued to evolve at a rapid pace because of technological advancements, changing user behaviour, and an ever-shifting digital landscape.
In 2005, only 16% of the world had internet access, however, a rise in affordable smartphones and high-speed internet options such as 4G and 5G, has made social media much more widely accessible. Today, over 66% of the global population is online.
At the start of 2005, Facebook had around 1m users; in 2025 that number now sits at over 3bn per month. However, as platforms grow and change, it’s crucial for marketers to stay ahead of the curve. We explore the ten key trends set to dominate social media in 2025, and how businesses can leverage them to stay ahead of the competition.
1. The Rise of AI-Powered Content Creation
Artificial intelligence is transforming content creation on social media. Tools powered by AI can now generate text, images, and even videos in seconds, enabling brands to create engaging content at scale. Marketers are using AI to analyse data and predict trends to provide tailored content to specific audiences, enhancing the effectiveness of social media campaigns.
There are a variety of tools available, including ChatGPT and Copy.ai to help you create plans, posts, and captions, Lumen5, great for creating engaging video content, and Lately.ai which can be used to analyse and repurpose your existing content suite.
2. Social Commerce Taking Centre Stage
Social media platforms are increasingly integrating e-commerce features, making it easier for users to shop directly within apps. Platforms like Instagram and TikTok now operate their own shop, and social commerce is becoming a key revenue driver, with social commerce expected to exceed $2.9 trillion by 2026.
Globally, 21% of consumers made purchases directly through social media platforms in 2024, yet only 46% of online retailers currently offer direct purchasing through social media, indicating a significant opportunity for businesses. Brands who want to outshine their competition should optimise their profiles for seamless shopping experiences and leverage features like in-app checkouts and shoppable posts.
3. Increased Focus on Micro-Influencers
Micro-influencers, those with smaller but highly engaged and loyal followings, are proving to be invaluable for brands. Their authentic connections with niche audiences make them more effective than macro-influencers in driving trust and conversions. Collaborating with micro-influencers allows businesses to target specific demographics more cost-effectively.
4. The Growth of Short-Form Video
In 2011, Snapchat began to popularise video content with disappearing video messages, followed by Facebook in 2015 with their launch of live video. Short-form video remains a dominant format, with platforms like TikTok, Instagram, and YouTube leading the way. Quick, engaging videos are ideal for capturing the audience’s attention and delivering messages succinctly. Brands should invest in creating creative, trend-driven videos to maximise reach and engagement.
5. Rising Interest in Sustainability and Social Responsibility
Consumers are increasingly drawn to brands that prioritise societal impact. In fact, research shows that consumers are four times more likely to purchase from companies with a strong purpose. Social media is the perfect platform to showcase these efforts, whether it’s through transparent reporting, partnerships with eco-friendly initiatives, or campaigns highlighting charitable work. Authentic storytelling is key to building trust in this area.
6. Personalised User Experiences
Customisation is becoming an expectation among social media users. Platforms are rolling out features that allow for highly personalised content delivery, from timelines to tailored ads. For example, dynamic ads on Facebook and Instagram show the most relevant products to users based on their past interactions or browsing history. Google and YouTube offer ad recommendations powered by user search history and viewing behaviour, and Spotify offers personalised playlist suggestions, to enhance user engagement.
Brands should leverage these data insights to create personalised campaigns that resonate with individual users.
7. Audio Content Expanding Beyond Podcasts
While podcasts have been popular for years, audio-based content is changing. Features like Twitter Spaces and Clubhouse have helped live audio interactions become mainstream. Brands can use audio formats for Q&A sessions, panel discussions, and storytelling, to engage audiences in new and meaningful ways.
8. Social Media as a Customer Service Hub
With users turning to social media for support, social platforms are becoming the go-to place for customer service. In fact, 59% of small businesses use social media primarily for customer service and communication purposes. Chatbots, automated responses, and direct messaging features are all helping to streamline customer interactions.
Ensuring quick and efficient responses on social channels will be critical for businesses to maintain good levels of customer satisfaction.
9. Virtual and Augmented Reality Integration
Augmented reality (AR) and virtual reality (VR) are reshaping how users interact with social media. From AR filters on Instagram to virtual product try-ons, these technologies offer audiences highly immersive experiences. Brands should explore creative ways to integrate AR and VR into their campaigns to stand out and drive engagement.
10. Greater Emphasis on Community Building
Community building efforts are taking precedence as users seek deeper, more personal connections with brands. Features like private groups, exclusive content, and interactive events help foster a sense of belonging. By creating spaces where audiences can connect and engage, brands can build repeat custom and advocacy over time.
By keeping an eye on emerging trends, businesses can ensure they remain relevant and continue to thrive in the ever-changing world of social media. The key is to embrace change, adapt strategies, and prioritise meaningful interactions with your audiences.
To find out more about social media trends for 2025, or for support with your social strategy, contact info@fsedigital.com.
