It’s just over a month into 2025 and we’ve already seen a big shift in how consumers are using social media. With new platforms, features and trends emerging all the time, its no wonder social media has changed the way we consume news. From the rise of AI-powered content to the growing importance of niche communities, here we explore the rising trends that are reshaping how brands connect with their audiences.
Video Content (Still!) Reigns Supreme
In 2025, we’re seeing brands push creative boundaries with everything from bite-sized TikTok tutorials to long-form documentary-style content. Wondering what the key difference is to previous years? It’s authenticity! Authenticity is winning over high production values, with raw, unfiltered content often outperforming polished corporate videos.
Take LinkedIn’s recent announcement confirming the rise of video content as an example. It comes as no surprise that short-form videos, live streams, and interactive video formats will continue to captivate audiences across all platforms. We’ll see a surge in B2B creative video content, from behind-the-scenes glimpses and engaging stories to interactive experiences that encourage user participation.
User-Generated Content Takes Centre Stage
Looking for a way to boost your brands visibility whilst nurturing an online community? User-Generated Content (UGC) is that girl! In 2025, UGC should be cemented into your brands social strategy as it’s the perfect way to empower your customers to become brand ambassadors and essentially, your best content creators.
Emerging AI-Powered Social Media Tools
We all know by now that AI should be used as a tool to enhance, not replace human creativity and strategy and now the panic-posting about AI taking over has almost disappeared, 2025 is all about finding that sweet spot.
AI will play an important role in social media marketing, especially with the emergence of AI-powered social media tools. We’ll focus on using AI for tasks like assisted content creation, scheduling, content analysis, and audience research, while ensuring our human touch remains at the heart of our strategies.
Cultural Relevance
If there’s one thing to take away from this post, it’s that cultural relevance isn’t about jumping on every trending topic. Brands that authentically connect with cultural moments and conversations will thrive in 2025. Staying informed about trending topics, social movements, and cultural events will allow you to authentically engage with cultural conversations that matter to your audience.
We’re now starting to see bigger brands understand the importance of cultural conversations and many of which have dedicated cultural insights teams to guide their social strategy.
Storytelling Revamp
As strong brand storytelling continues to rule, compelling narratives are more important than ever. In 2025, brands should focus on crafting authentic and engaging brand stories that resonate with audiences on a deeper level.
Say goodbye to perfect narratives, this year is all about maintaining those ongoing conversations. Highlighting brand values, showcasing employee stories, and sharing customer testimonials. Try creating episodic content that keeps audiences coming back for more, using everything from Instagram Stories to LinkedIn newsletters to maintain continuous discourse.
Niche Online Communities
You know what they say, you can’t please everyone (so stop trying to!). The most successful brands in 2025 are focusing on building and nurturing niche communities online. Allowing for targeted messaging and deeper connections with specific audiences, Niche communities are driving the change in 2025, with generalist campaigns losing their impact.
Community based platforms such as Discord, Facebook Groups and Instagram Broadcast Channels are proving that it’s about quality engagement over quantity of followers.
Micro-Influencers
Does size really matter? In 2025, micro-influencers are proving yet again that their highly engaged niche audiences are more valuable than celebrities with millions of followers. Brands should give way to something more authentic building long-term partnerships with these creators rather than one-off promotional posts resulting in better ROI!
Social SEO
Just like traditional SEO, optimising content for social media is a must! Brands must use relevant keywords in captions, leverage hashtags strategically, and create high-quality content that is easily discoverable within social media platforms such as TikTok and in 2025, it’s becoming just as important as the visual content itself.
Social Commerce Continues to Soar
Over the past few years, we have seen that social media platforms aren’t just for browsing anymore but they are increasingly becoming e-commerce hubs. This shopping revolution is led by improved in-app shopping features and AR try-ons, allowing for social commerce to become increasingly more seamless. The path from discovery to purchase has never been shorter!
Social Responsibility
As consumers, we are increasingly conscious of the environmental and social impact of brands, Gen Z in particular with over 78% of the demographic preferring to buy from brands that produce goods sustainably. As actions speak louder than words, in 2025, empty promises about sustainability simply won’t cut it. Audiences expect brands to show real commitment to social responsibility through their social media presence.
Brands should look to incorporate transparent reporting on sustainability initiatives, behind-the-scenes looks at ethical practices, and genuine engagement with social causes.
The key to social media success in 2025 is all about authenticity. By embracing these trends whilst prioritising creativity, purposefulness and a deep understanding of key audiences, those who balance innovation with real connection will be the ones that thrive.
At Prohibition, we work with various brands across all sectors, B2B and B2C, to create innovative PR and social media campaigns that deliver real ROI and help meet business goals. Get in touch with us today to find out how we could support you with your Public Relations. Drop us an email: hello@prohibitionpr.co.uk or give us a bell on 0113 430 4160.
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