Can you believe we’re in 2025 already? Time flies when you’re busy scrolling, liking and posting! If you’re in the marketing game, you know that things move fast in the world of social media, and staying ahead of the game isn’t just a nice to have, it’s essential to keep your brand competitive. Upon our return to work, we started looking into what we might expect from social media this year to ensure that we’re ahead of the curve and ready to get the most out of our clients’ online presence throughout 2025. And after all, sharing is caring, so we’re here to discuss what’s on the horizon for social media marketing this year…
AI EVERYWHERE
First, let’s talk about Artificial Intelligence. By now, we’ve all probably heard about AI and how it seems to be everywhere. This year, it’s not going to be just about chatbots answering queries and helping you to think up a caption. AI has the ability to do most of the heavy lifting in marketing and transform how brands connect with their audience with tools that analyse data in real-time and can create extremely personalised ads and campaigns that are tailor-made to not just your audience, but even to individual users.
The possibilities with AI are endless whether you choose to use it for predictive analytics to optimise your ad spend or integrate a chatbot that can help to deliver seamless customer service. Of course, the world of AI is still very much unknown, and while it does offer numerous opportunities for productivity, optimisation and skills beyond human capacity, it’s important that AI is utilised in the right way. Many concerns arise regarding AI due to the content’s lack of authenticity and creativity. Businesses on social media should be wary of this, especially with the predicted increase in the use of the tool to ensure they use it effectively and ethically.
Find out more about this in our blog, linked here.
VIDEO IS STILL KING WITH SHORT REIGNING SUPREME
It’s 2025, and guess what? People’s attention spans are still shorter than your average TikTok video, meaning short-form video will remain king, as it did last year, with platforms like TikTok, Instagram Reels and YouTube Shorts leading the way. Video content that’s quick, snappy and scroll-stopping is the way to go, but that’s not to say that long-form is dead, because it’s not- it’s simply taking a backseat. Creators who know how to balance bite-sized clips with occasional deep dives will find particular success in video marketing this year.
Make sure to follow our social media pages for more tips and tricks on how to win with your video marketing strategy this year.
SOCIAL COMMERCE IS BIGGER THAN EVER
In-app shopping features are extremely popular, and this year will see more consumers buying through their favourite apps. TikTok Shop, Instagram Shopping and even Pinterest are all stepping up their game this year, utilising shopping ads and integrated e-commerce platforms to make online shopping easier and more enjoyable than ever.
For businesses, a social media presence will mean more sales as studies show that stores that have even just one social media account get 32% more sales on average than those that don’t.
Make sure to optimise your product pages for social commerce and experiment how you can encourage users to buy directly from your profiles to take advantage of this growing trend.
TARGETED CUSTOMERS > MASS AUDIENCES
Just like your New Year’s goal might be to stop trying to please everyone, the same applies to social media. In 2025, it’s about targeting. Broad, one-size-fits-all strategies aren’t cutting it anymore, and instead, Gen Z and Millennials in particular are gravitating towards brands where messaging is more tailored, content is more relevant and overall marketing is more personalised. Why? Because people want authenticity from the brands they choose to purchase from. They want to engage with brands who get them which is something that mass marketing can rarely achieve.
For businesses on social media, it’s better to have a smaller, more deeply engaged audience than it is a disengaged mass following- this trend is all about quality over quantity. In 2025, the secret to success isn’t about being everywhere, it’s about being where your ideal customers are.
AUTHENTICITY IS KEY
We’ve been saying that authenticity is key for years, but 2025 will be the year that it’s put to the test. Overly polished ads and fake influencer endorsements aren’t going to cut it this year. Instead, consumers want real, genuine and engaging content from the brands they support. Expect to see more brands embracing UGC and collaborating with micro-influencers who truly fit their brand rather than those who just have a larger following.
Remember when we mentioned the concerns with authenticity when it comes to AI earlier in the blog? While it is changing marketing in a positive way, there’s a fine line between using it as a tool and letting it take over. Over-automated, overly polished or AI-generated content can come across as robotic and impersonal, causing audiences to switch off from your content. When everything feels too algorithmically perfect, it can lose the raw, human side that makes a brand relatable. The key to finding balance with this is to use AI to enhance your efforts, but always leave room for the creativity and authenticity that only real people can provide.
SUSTAINABILITY SELLS
Gen Z and Millennials are now holding brands accountable. In 2025, if your company isn’t eco-friendly, socially conscious or vocal about important issues, you’re going to get called out, and not for the right reasons. Brands that comply with social ideals will earn loyalty, and as a result, coin. We’re not saying that you should write a statement every time there’s a scandal, it’s more about trying to find things that show your awareness around important issues so that your audience can see that you care about more than just your brand.
THE ALGORITHM IS WATCHING (& LISTENING)
Algorithms are only getting smarter…
Platforms in 2025 are going to prioritise hyper-personalised content, meaning your feed will feel like it was designed just for you. Social media platforms can now analyse everything from what you like, comment on, watch and more to curate feeds that feel tailor-made for each individual. For brands, this means their content needs to be even more engaging, relevant and attention-grabbing because if it doesn’t grab attention quickly, it simply won’t be shown. Essentially, the smarter the algorithm gets, the more intentional your marketing strategy needs to be to spark genuine engagement through meaningful, high-quality content.
TARGETED ADS ARE THE WAY
Organic reach on social media is slowly declining, with many platforms constantly tweaking their algorithms to prioritise paid content or posts that they think are relevant to a user’s interests. This means it’s harder for brands to be seen without throwing some money behind their posts.
That’s where targeted ads come in. Targeted ads help you get your content in front of the right people at the right time. So instead of hoping the algorithm works in your favour, you still have some control and can deliver way better results for engagement and conversions.
SOCIAL SEO SHOULDN’T BE IGNORED
Especially with Instagram’s recent announcement that search terms will replace previous hashtags follows, it’s apparent that social SEO is no longer optional. Social media platforms are increasingly becoming search engines in their own right with users being able to search for products, services and brands directly on apps like Instagram, TikTok and LinkedIn.
Optimising your social profiles, posts and captions with relevant keywords can help you show up in these searches and boost discoverability. Plus, platforms are giving more attention to content that aligns with search intent, making it easier for your target audience to find you. By utilising social SEO, you’re not just increasing the visibility of your content, you’re building a stronger presence online overall.
MORE SELECTIVE ENGAGEMENT
It’s likely this year that we will see a shift toward more selective engagement on social media. Users are becoming pickier about the content that they interact with and will prioritise meaningful, high-quality posts over generic or overly promotional ones. With so much content competing for attention, people are becoming more intentional about the posts they engage with. Perhaps it’s only liking posts that align with their values, sharing content that genuinely resonates with them or only commenting when something truly stands out. For brands and content creators, this means focusing on authenticity and valuable content because it’s no longer just about reaching more people, it’s about building more genuine connections with the right audience.
It looks like 2025 is shaping up to be an exciting year for social media marketing…
Keep an eye on our channels to stay updated on the latest trends and what they mean for you and your business.