New Social Media Trends in 2025

The landscape of social media continues to evolve rapidly, bringing fresh opportunities for brands, creators, and marketers alike. In 2025, social media trends are expected to take brand and content strategy to new heights, giving marketers and creators a chance to capture audience attention in increasingly sophisticated ways. Understanding these trends—and how to leverage them—will be essential to standing out in a fast-moving digital landscape. Let’s take a deep dive into the top 10 social media trends for 2025, with examples, strategies, and actionable tips for maximizing your success.

Top 10 Social Media Trends 2025

1. Short-Form Video Dominance

Short-form videos have become a major social media trend across platforms, thanks to TikTok’s influence, with other platforms like Instagram Reels and YouTube Shorts embracing the format. But in 2025, creating effective short-form video will be about more than just posting a quick clip—it’s about crafting high-impact, engaging narratives that hook viewers within the first three seconds.

Aim for short, punchy content with a strong opening to draw viewers in immediately. Instead of simply announcing a new product, focus on engaging storytelling. For example, a brand could showcase how their product fits into a real-life scenario or conduct a quick how-to that highlights its benefits.

Try to batch produce content as much as possible to save time. Spend a day filming multiple short-form videos so you’re always ready to post fresh content. Mix up formats—such as tutorials, product comparisons, or entertaining, humorous clips—to keep audiences engaged and coming back for more.

2. Quality Over Quantity

With social media algorithms prioritizing quality over sheer volume, it’s essential to create content that provides value, be it educational, entertaining, or inspirational. Instead of aiming for daily posts, focus on quality storytelling, visual appeal, and relevance.

Develop content pillars based on your brand’s strengths, such as tips, tutorials, or customer success stories, to establish authority in your niche. For instance, if you’re a skincare brand, create in-depth posts about product benefits, behind-the-scenes lab work, or skincare tips.

Remember to track engagement rates to learn which types of content resonate most with your audience. Social media trends for 2025 suggest that you double down on what works, and don’t be afraid to repurpose popular posts into other formats, like turning a well-received Instagram post into a carousel or a short video.

3. The Rise of Artificial Intelligence (AI)

AI is a clear social media trend 2025, providing a range of capabilities from automating routine tasks to generating creative ideas. Tools like Metricool’s AI Social Media Assistant can help you write captions for your posts, in your brand’s tone of voice catered to each platform.

AI-driven tools can analyze your audience demographics and engagement patterns. For example, AI can suggest posting times based on when your followers are most active, or it can help identify trending keywords and hashtags to maximize reach.

Use AI for personalization and to analyze user preferences, allowing you to tailor content recommendations and boost user experience. Additionally, AI-driven customer support chatbots on platforms like Instagram and Facebook Messenger can respond to inquiries around the clock, increasing customer satisfaction.

4. Building Strong Communities

In 2025, social media success won’t be solely about attracting new followers but about engaging your current audience on a deeper level. Community-building is the next critical social media trend 2025, as users spend more time in private DMs and stories rather than scrolling the feed.

Develop interactive content to engage your community, like live Q&A sessions, AMAs (Ask Me Anything), polls, or even virtual meetups. Adam Mosseri, Head of Instagram, has mastered this approach with weekly AMAs on his Instagram Stories. Here, he casually engages with users, and answers their questions about the platform.

 

 

 

 

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Don’t just respond to comments—initiate the conversation. If a user shares a post about your product, acknowledge them publicly or in their DMs, fostering a closer brand-user relationship. Consider creating a dedicated hashtag that users can follow, making it easier for community members to interact with each other as well.

5. Authenticity as a Differentiator

Authenticity remains one of the most effective ways for brands to resonate with audiences. The “polished” era is fading, and unfiltered, spontaneous content is taking center stage.

Showcase the behind-the-scenes, everyday moments that make your brand unique. An unedited clip of the team working on a product, a quick reaction to a trending topic, or a humorous skit can be a refreshing break from overly curated content.

Brands like Duolingo and Scrub Daddy have mastered this social media trend by showcasing humorous, authentic content that resonates deeply with audiences. Duolingo, for example, frequently uses trending audio in creative, offbeat ways on TikTok to showcase the brand’s personality.

You can also encourage team members to create “day in the life” videos or share personal stories related to the brand’s mission. This builds trust and humanizes your brand, which is especially important as consumers grow tired of over-polished advertising.

6. Social SEO Becomes Essential

With platforms like TikTok and Instagram emerging as search engines, brands must think strategically about keywords and search intent to keep their content discoverable.

Use relevant keywords in captions, descriptions, and even in on-screen text to improve discoverability. For instance, for food bloggers, use specific keywords like “easy weeknight dinners” or “plant-based recipes” to attract search-driven users. If you’re a travel brand, posting “Top 10 Beaches in Spain” or “Best Hiking Spots in Arizona” can help align your content with users actively searching for specific travel recommendations.

Remember hashtag optimization. Research both trending and evergreen hashtags that are commonly used in your market to increase content longevity. You can also use tools like Metricool to discover top trending hashtags for Instagram and TikTok.

7. The Growth of Social Commerce

Social commerce is booming social media trend 2025, with platforms like TikTok, Pinterest, and Instagram offering in-app shopping features that make purchasing easy and seamless. In 2025, the integration of shopping into social experiences will only deepen, with more brands capitalizing on these features.

Leverage TikTok Shop or Instagram’s “Shop” tab to create a smooth, integrated buying experience. Create interactive shopping guides, live shopping events, or product demos to showcase your offerings in an authentic, engaging way.

Consider hosting a live QVC-style shopping event on TikTok or Instagram where you demonstrate product use and offer limited-time discounts to viewers. This encourages real-time engagement and can drive immediate purchases.

Make sure your product listings are optimized with clear descriptions, high-quality images, and reviews. Take advantage of user-generated content (UGC) that features your products and tag them to boost social proof.

8. Emphasis on UGC and EGC

User-generated content (UGC) and employee-generated content (EGC) build credibility and foster trust with audiences. These forms of content showcase real, relatable experiences, making them especially compelling.

Encourage users to share their experiences with your products through hashtags, challenges, or photo contests. Similarly, empower employees to share insights into their work lives or expertise to boost transparency and brand authenticity.

LinkedIn is a prime platform for EGC. A company’s employees sharing professional tips, career experiences, or insights into company culture can significantly boost brand credibility and reach.

Incentivize UGC by offering giveaways or contests, exclusive discounts, or even featuring user photos on your official page. Highlighting real customer stories is one of the best ways to build brand authenticity and increase engagement.

9. Data Protection and Security Focus

As data privacy concerns rise, brands must be transparent about how they protect users’ data. Stricter privacy regulations will require brands to clearly communicate data policies and security measures.

Ensure your privacy policy is easy to understand and accessible. Use multi-step authentication and other safeguards to protect user data. Show your commitment to privacy in your social media posts or by featuring privacy badges.

Educate your audience on safe practices, like recognizing phishing scams, as part of your content. This positions your brand as responsible and trustworthy.

10. Embracing Experimentation and New Features

Social media platforms frequently introduce new features. Brands that embrace these changes and experiment with new content ideas will stay ahead of the curve in 2025. Don’t wait for others to try out new features—be an early adopter. When platforms like Instagram launch a new tool, experiment with it to see if it resonates with your audience.

For instance, use Instagram’s “Collab” feature to co-create posts with influencers or partner brands, amplifying reach and engagement. TikTok’s AR tools can add an interactive layer to your content, making it more fun and engaging.

Keep a test-and-learn approach. Regularly analyze the performance of experimental content and use insights to optimize future strategies.

2025 Social Media Trends by Platform

Social media continues to evolve rapidly, and understanding platform-specific trends is essential for brands and creators to stay relevant. Below, we explore the key trends for 2025, offering insights, examples, and strategies for each platform.

Here, you’ll find the most exciting insights and key trends we’ve gathered at Metricool. Everything is based on our latest study. Feel free to download it for free and browse through it to get a clear overview of all the relevant social media trends for 2025.

Facebook: A Platform at a Crossroads

Facebook faces a challenging period as brands increasingly shift focus away from the platform. Users now predominantly engage with algorithmically recommended content, which struggles to hold the interest of creators and businesses alike. While reels have taken center stage, much of this content is repurposed from other platforms like TikTok and Instagram, which limits originality. 

According to our data, even though Facebook shows a downward trend, it’s still a giant in absolute terms.

The platform’s key metrics show a significant decline, with across-the-board drops of nearly 40%.  

But there is good news. The mass of active users is so large (3 billion) that, regardless of the negative trend, Facebook still stands out in absolute metrics among the best in the industry. 

The number of clicks it can drive to a website is unrivaled. Posts with links get 413.49 clicks on average. One of the keys to this behavior is linked to Reels. Thanks to the ease of republishing content from Instagram, either natively or through third-party tools (ahem, wink wink), the weekly posting frequency has grown by 7%. 

Another reason to keep an eye on them: Reels garner 13.29% more reach than last year, and in absolute terms, achieve 8,345.78 impressions on average. Despite the challenges, Facebook demonstrates its ability to adapt and maintain relevance in the social media ecosystem. 

💡 Our recommendation: To remain relevant, brands should focus on creating high-quality, native reels designed specifically for Facebook’s audience. Additionally, features like live video and Facebook Groups provide opportunities to foster community-driven engagement. For example, a fitness brand could post exclusive workout reels while hosting discussions in a dedicated group.

X (Formerly Twitter): Adapting to Its Rebrand

On X, formerly known as Twitter, the platform underwent a dramatic rebranding in 2023, accompanied by changes in design and user experience. Despite competition from new players like Threads and BlueSky, X remains a valuable tool for real-time communication and brand recognition. 

The platform continues to thrive as a space for thought leadership, timely updates, and engaging discussions. Brands can make the most of X by crafting insightful threads, sharing visual content like infographics, and using it as a hub for customer service. For instance, a tech company could announce product launches with eye-catching visuals while engaging in meaningful conversations with its audience.

2024 has been a turbulent year for the social network with its new identity as X: polarized opinions, accusations of promoting misinformation, and an exodus of users to other microblogging platforms like Threads, Bluesky, or Mastodon.

So how have these circumstances affected the data? Weekly posting frequency has dropped by 38%. This decline in activity may be due to users migrating to other platforms, the new direction X is taking, or changes in its algorithm…

Another key insight from our study is that while there are fewer posts, impressions have increased by 52.24% and interactions by 6.97%. However, engagement is down by 29.73%, indicating that users are less engaged.

💡 Our recommendation: Less competition in the feed can help you gain visibility. However, it’s important to diversify your content strategy across other microblogging platforms by providing valuable content and sparking discussions with your community.

LinkedIn: The Rise of Collaborative Engagement

LinkedIn is steadily expanding beyond its traditional business niche to appeal to a broader audience, though its professional focus remains intact. Sharing and engaging with other users’ posts has emerged as the most effective strategy, as LinkedIn’s algorithm heavily promotes collaborative and interactive content. This creates opportunities for companies and individuals to amplify their reach by fostering conversations.

 For example, a digital marketing agency could share success stories and thought leadership articles while employees contribute behind-the-scenes updates to attract attention from a wider network.

Let’s see some key insights on how to make the most of LinkedIn in 2025.

No matter the size of your account, the numbers on LinkedIn are growing.

Despite having fewer total interactions compared to other platforms, LinkedIn stands out with an impressive 14.78% engagement rate—proving its strength in creating meaningful connections. Thanks to its highly engaged audience, every interaction carries more weight.

💡 Our recommendation: The posting frequency for most accounts is decreasing, which creates a great opportunity to capitalize on growing impressions and interactions.

Pinterest: A Visual Gateway to E-Commerce

Pinterest continues to stand out for its visual-first approach, making it a prime platform for discovery and inspiration. In 2025, it is set to deepen its role as a direct shopping platform, with users increasingly using pins to find and purchase products. 

Brands should prioritize creating visually compelling, product-focused pins with clear calls to action, optimizing them with relevant keywords for better visibility. For instance, a home decor brand could showcase seasonal decorating ideas with shoppable pins linking directly to their online store.

Although it may have been underestimated in recent years, in 2024, it has surpassed 500 million monthly active users. Moreover, it is capturing the attention of younger audiences, with 42% of users belonging to Generation Z.

Additionally, it has established itself as a strategic platform for conversions. Website traffic is on the rise, and clicks to external sites have increased by 55.10%—an important factor to consider if your goal in 2025 is to drive more traffic.

Images or videos? Which is the best format? The truth is that images dominate the platform and continue to deliver better results, even though video has been a key factor on other social networks. On Pinterest, video impressions have dropped by 54.12%, while image impressions have grown by 24.38%.

💡 Our recommendation: Focus on creating engaging content like infographics or guides with eye-catching CTAs that direct users to your blog, website, landing page, e-commerce store, etc.

Twitch: Prioritizing Authenticity Over Volume

Twitch has experienced a shift as viewers increasingly seek personal and unique content, moving away from the repetitive streaming formats that gained popularity during the pandemic. This trend calls for streamers to prioritize quality over quantity. Experimenting with interactive streams, niche topics, and community-building activities can help retain audience interest. 

Brands can also explore collaborations with smaller creators to diversify content and reach new audiences. For example, a gaming hardware company might sponsor streams by up-and-coming creators, offering exclusive giveaways or hosting Q&A sessions to engage viewers.

Although Twitch remains a key player in the streaming world, data from the Social Media Study indicates that the platform has lost momentum over the past year. Based on the extracted information, we can confirm that:

• Fewer streams and clips are being published, meaning streamers are reducing their activity.
• Views have declined.
• Subscriptions have dropped across all account types, from the smallest to the largest. Users are less willing to pay for content on Twitch—perhaps due to competition from other platforms or rising prices?
• The one positive trend is that accounts with between 2,000 and 50,000 followers have seen an increase in views.

💡 Our recommendation: Given the data—and the fact that major figures like Ibai and Rubius have announced they will be spending less time on Twitch, highlighting how demanding live streaming can be—it’s crucial to diversify content and monetization strategies, leveraging the potential of other platforms.

Instagram: Posts and Reels Reign Supreme

Instagram remains a leader in the social media space, with Posts and Reels dominating the platform.

Metricool’s latest study sheds light on some interesting trends, so let’s break it down with the numbers:

Posts are seeing impressive improvements across nearly all key metrics – their reach has improved by 21%. This is mainly thanks to the expansion of carousel limits, now allowing up to 20 images or videos. These carousels are quickly becoming a fan favorite, sparking tons of engagement.

On the flip side, Reels’ performance has slipped a bit, although Posts have seen a significant boost. Still, when you look at the numbers overall, Reels are winning in terms of raw performance: 52% more impressions and 34% more interactions on average.

And what about Stories? Are they still as popular as before?

The study reveals that Stories’ reach is steadily declining, leading to a 33.44% drop in posting frequency—from 13.3 to 8.85 posts per week.

💡 Our recommendation: Instagram is clearly focusing on high-impact formats like Reels and carousels. This shift means it’s time to rethink your strategy to align with these trends and get the best results.

TikTok: Quality Over Quantity in the Era of Overexposure

TikTok’s explosive growth continues with 1 billion monthly active users, but the platform’s oversaturation of content presents new challenges for creators and brands. To stand out, a focus on quality and originality is essential. Developing entertaining and authentic content that aligns with trending sounds and challenges will help maintain audience engagement. 

Collaborating with micro-influencers is another effective strategy to tap into niche communities. A skincare brand, for instance, could create humorous videos debunking skincare myths while featuring relatable influencers to reach a broader audience.

And what does the data say? 

• TikTok outperforms its most direct competitor, Instagram Reels: If we compare them in absolute terms, TikTok wins by a landslide (24,098.76 vs. 13,084.07 impressions, 84.18% more)

• Reach is skyrocketing: Post reach was up an impressive 70.25%, driven by algorithm recommendations and a 20% increase in content sharing. 

These figures confirm that TikTok remains an ideal place for discoverability, combining organic visibility and virality like no other platform. 

Despite regulatory challenges and controversies, TikTok maintained (and grew) its relevance and popularity in 2024, adapting to trends and consolidating its influence in digital culture. 

💡 Our recommendation: TikTok is great for interactions, but keep in mind that content performance decreases by almost 50% when the number of followers grows, which shows less scalability.  

YouTube: More Views, Less Engagement

Thanks to the Social Media Study, we know that YouTube is the perfect match for your strategy if your goal is to increase visibility. This platform leads in reach, even surpassing TikTok, and has grown by 7.59% compared to last year. It is the number one social network where growth is easiest, even if you’re starting from scratch. As you can see in the image, for accounts with fewer than 2,000 followers, the number of impressions compared to TikTok and Reels is significantly higher.

Although YouTube started as a platform for long-form videos, Shorts are growing rapidly to compete with other social networks, reaching 90 billion daily views in 2024. The downside is that engagement and interactions have declined. The only interaction that has increased is the number of “dislikes.”

💡 Our recommendation: Take advantage of YouTube’s power to expand your reach and grow your brand. However, make sure your content is engaging to keep your audience interested.

Final Thoughts on Social Media Trends in 2025

The social media landscape is more dynamic than ever. Platforms are evolving, and the demand for high-quality, authentic, and engaging content is at an all-time high.

Tips for 2025:

• Video continues to be the star format: Videos dominate in reach, interaction, and the ability to be attention-grabbing. In both long and short formats, it continues to be the most effective medium for connecting with audiences. Exploring new formats is key. And once we find one that works, we must focus our efforts and replicate it. 
• Growth and engagement require different strategies: Not all platforms are equally effective at every stage of the funnel. While some stand out for their reach (YouTube, TikTok), others are better for deep engagement or conversions (LinkedIn, Facebook). The key is to design a strategy that leverages the strengths of each platform according to your objectives: visibility, interaction, or conversion. 
• Authenticity and value are the keys to reach more: Content that resonates emotionally or provides practical value is more shared and generates genuine connections with the audience. Go for authentic content that shows the human side of your brand, and leverage trends or practical tips that connect naturally with your community.

Gretchen Oestreicher , 05 February 2025