Lizzy Leer 
We’re close to halfway through 2025, and it’s already shaping up to be a year of transformation for social media. Driven by consumer behaviors, emerging technologies, and shifting platform dynamics, social media is evolving in new and creative ways. For brands and companies, understanding these digital trends is key to remaining relevant in 2025.
Here are a few social media trends we’ll anticipate continuing to see this year:
Short-Form Video Remains On Top
Short-form video continues to dominate social media engagement. Platforms like TikTok, Instagram Reels, YouTube Shorts, and Facebook Reels lead the charge, with billions of users consuming quick, snackable content daily. This format’s success is driven by shrinking attention spans and the desire for authentic, entertaining storytelling. Trends like “Day in the Life,” “Outfit of the Day,” viral dance challenges, and quick cooking videos can keep users entertained as they mindlessly scroll through their feeds (I am personally very guilty of this).
Micro-Influencers Gain More Influence
Micro-influencers, AKA creators with smaller but highly engaged followings, are becoming essential partners for brands. Their authenticity and niche appeal can create a level of trust and engagement that traditional celebrity endorsements don’t. I’m far more susceptible to a recommendation from a local Philly content creator than I am to one from a huge content creator with loads of other brand deals.
Social Commerce
Social commerce is rapidly becoming a primary revenue driver, with platforms integrating seamless shopping experiences directly into feeds and videos. Many of us have been scrolling TikTok when you come across a video showing a hair care product or sour gummy worm right up your alley, with a quick link to purchase on the spot. It’s easy to fall into this new avenue of consumer buying, and viewer’s wallets are feeling the impact.
Social Media as a New Search Engine
Consumers increasingly use social platforms like TikTok, YouTube, and Instagram as their primary search tools for product discovery and information. Many would rather search a meal on social media and find a step-by-step video tutorial rather than look up an actual recipe or open a cookbook.
Growing Importance of Niche Communities and Authenticity
Audiences crave genuine connections and belonging. Niche communities AKA “comfort creators” are flourishing as spaces for shared culture and interests. Viewers want to feel like they know the creator and can trust that the creator is being authentic and unpolished. Viewers want to see vulnerability and the day-to-day challenges we all face. You’ll often find these niche creators being labeled by viewers as their “internet big sister.”
AI-Driven Content and Strategy
Generative AI is now a core part of social media content creation and strategy development. Who hasn’t been sent a Facebook post by their mom or aunt that is so clearly AI? It’s both exciting and dangerous.
Looking Forward
As we look toward Q3/4 of 2025, I expect that social media will continue to evolve at a rapid pace, challenging brands to be more agile, authentic, and innovative than ever before. By embracing emerging trends like short-form video, micro-influencers, social commerce, and AI-driven strategies, while staying deeply connected to niche communities and prioritizing genuine engagement, brands can not only capture attention but also build lasting relationships with their audiences.
For those of us who may not be influencers but rather working professionals dedicated to elevating our company’s brand, the key to success remains the same; to make a digital splash, it’s critical to balance creativity with authenticity and leverage technology thoughtfully to create meaningful, memorable experiences in an increasingly crowded digital landscape.
Posted In Digital Strategy & Social Media