5 Social Media Trends Set To Change Marketing In 2025

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Five key social media marketing trends that businesses need to leverage to stay ahead.

5 Social Media Trends Set To Change Marketing In 2025

Five key social media marketing trends that businesses need to leverage to stay ahead.

The social media landscape is constantly changing, and 2025 is set to bring new trends that will reshape how brands connect with their audiences. From AI-powered content to private communities, the way we engage is evolving fast.

Here are six key social media marketing trends that businesses need to leverage to stay ahead.

1. The Rise of Alternative Platforms: X, Bluesky and Threads

When Elon Musk bought Twitter in 2022, no one could have predicted just how much the platform—now called X—would change. Controversial decisions, advertiser boycotts, and misinformation concerns have led to declining engagement. As a result, users and brands are looking for alternatives.

Bluesky, created by Twitter’s own founder, Jack Dorsey, has emerged as a promising decentralized platform. With over 26 million users, it’s gaining traction, attracting brands like Netflix and Duolingo - who left X entirely. Meanwhile, Meta’s Threads has skyrocketed to 275 million users in just two years, leveraging its Instagram connection to grow fast.

Expert Insight: Brands successful on Threads are those focusing on fun, engaging, and educational content, that fosters real conversations rather than just promotion.

2. AI is Taking Over Social Media - Here’s How to Keep Up
From AI-generated text, images, and videos to chatbots and personalized ad targeting, AI is making social media marketing faster and more efficient.

A recent Statista report found that 38% of marketers say AI improves efficiency, while others highlight its ability to streamline content creation and idea generation.

AI is also reshaping social media advertising. TikTok’s Smart+ AI helps brands automate campaign management by optimizing targeting, bidding, and creative execution.

Strategic Insight: AI can save you time, spark new ideas, and optimize your content - but the brands that win will be the ones that use it as a tool, not a replacement for creativity.

3. Employee-Generated Content is Building Brand Trust

With 81% of consumers valuing brand trust, companies are turning to employee-generated content (EGC) to build authenticity. Once limited to LinkedIn, EGC is now thriving on Instagram and TikTok, offering a behind-the-scenes look at company culture.

Beyond marketing, EGC also strengthens recruitment, giving potential hires a real feel for the company.

Practical Insight: Keep it simple - short videos, employee blogs, and casual podcasts can be good and cost-effective.

4. Short-Form Video is Dominating the Way We Engage Online

With TikTok, Instagram Reels, and YouTube Shorts dominating feeds, short-form video has become the most effective way to engage audiences. Meta reports that 60% of time on Facebook and Instagram is now spent watching videos, proving its impact.

To make your short-form videos stand out, follow these key tips:

Build for vertical viewing
Use audio to enhance engagement
Stay in the ‘safe zone’ to avoid overlays
Keep it short and to the point
Write a strong caption for context

Creative Insight: Employee-generated content builds trust.

Behind-the-scenes clips, quick tutorials, and authentic moments can drive engagement while making your brand feel more relatable.

5. Why Brands Are Choosing Customers Over Influencers

While influencers still play a role in marketing, brands are shifting their focus to customers - turning loyal fans into brand advocates. Instead of relying solely on influencers, companies are involving real customers in campaigns, strengthening relationships, and boosting authenticity.

Beauty brands like Topicals and Refy have leveraged this by inviting both influencers and customers to exclusive events, reinforcing that engaged customers are just as valuable as paid partnerships.

Brand Insight: If your brand has loyal customers, get them involved.

Engage with them through special events, giveaways, or shared experiences to build stronger connections and loyalty.

Looking Ahead

Staying relevant in social media means adapting to shifts in user behavior and platform dynamics. New social platforms are emerging, AI is reshaping content creation, and traditional strategies are losing impact. Meanwhile, short-form video continues to dominate, and brands are prioritizing customer-driven content over influencer marketing.

To succeed in 2025, businesses must leverage these changes, focus on authenticity, and optimize for new ways people discover and engage with content.