Social media has firmly integrated into the fabric of daily life for billions of people worldwide. With over 5.07 billion users (or 62.6% of the global population) engaging on various platforms, it is undeniable that social media has become a critical marketing tool.
As technology continues to evolve this 2025, so does the way people connect, communicate, and consume content. With these changes come significant shifts in the social media marketing landscape. Are businesses prepared for these changes in social media trends in 2025?
Social Media Trends to Follow this 2025
When businesses outsource social media marketing, one factor they should consider is whether the service provider can keep up with the latest trends. With the continuous shift in market behavior and changes in platforms, being up-to-date means effectively capturing the target audience’s attention.
Here are the social media marketing trends brands are expected to face this year.
- Content Experimentation
In 2025, brands will have to move away from one-size-fits-all approaches and begin experimenting with diverse content formats.
With the rapid evolution of online tools and platforms, brands must continue to test out new strategies to capture their customers’ attention. Their goal should focus on standing out in an overcrowded market while maintaining a connection with their brands’ core values.
Some formats businesses can experiment with include:
- Augmented Reality (AR) filter
- Interactive Content
- Virtual Influencers
- Gaming Experiences
- Social Listening
One of the most important aspects of rising above the Gen Z trends is listening to what the customer wants. This is what social listening is about.
In a world where consumers are constantly engaging with brands on social media, understanding their sentiments, concerns, and desires has become crucial. Social listening allows brands to track conversations in real time, monitor emerging trends, and gain deep insights into customer preferences.
Using social listening tools, businesses can actively tune into discussions where their brand or niche is mentioned and identify their customers’ pain points. At the same time, social listening can provide them with the opportunity to connect, engage, and introduce their brand even further.
By truly understanding the pulse of their audience, enterprises will be better equipped to adapt quickly, build stronger relationships, and offer solutions that resonate with their customers.
- Artificial Intelligence
With foundational work done by pioneers like Alan Turing, artificial intelligence (AI) has been a part of human lives since the 1950s. However, it has only been in recent years that AI has been actively utilized in digital marketing. The evolution of machine learning, data analytics, and natural language processing has allowed brands to implement AI in more practical and impactful ways.
In 2025, AI will continue to revolutionize the way brands interact with consumers, from creating highly personalized content to automating customer service. AI-driven algorithms will be used to analyze customer behavior across multiple touchpoints and deliver content that speaks to their specific preferences. AI will also assist in real-time chatbots, helping brands offer 24/7 customer service that feels just as human and personalized as traditional methods.
- Cultural Fluency
As the digital world becomes increasingly global, cultural fluency will be essential for brands to stay relevant. Cultural fluency involves being aware of what is considered appropriate etiquette around the world – from body language to physical contact to eye contact.
In 2025, businesses are expected to go beyond merely translating content into different languages. Instead, this trend forces them to understand the nuances of local traditions, customs, and social issues. This deeper level of cultural understanding is crucial in ensuring that content resonates authentically with diverse audiences.
Brands embracing cultural fluency as one of their 2025 trends can position themselves as authentic and forward-thinking, fostering stronger relationships with both new and existing customers.
- Video Content
On January 18, 2025, TikTok was banned in the U.S., sparking widespread concern among users and content creators alike. However, the ban was reversed just one day later, allowing the app to resume normal operations.
The rapid reaction and ongoing anxiety over TikTok’s potential permanent ban highlight just how central video content has become in modern digital communication and marketing. As short-form video continues to reign over social media, platforms like Instagram Reels, YouTube Shorts, and even emerging networks are capitalizing on this trend.
However, despite the explosive growth of short-form content, long-form videos still maintain their significance in 2025. Unlike the bite-sized information that short-form videos bring, long-form content offers a deeper, more immersive experience. This allows businesses and creators to provide valuable information that can further encourage the public to get to know their brand.
- Strong Brand Storytelling and Engagement
Strong storytelling will become a defining feature of successful brands in 2025. Consumers are seeking more than just products; instead, they want brands that align with their values, tell a compelling story, and invite them into a larger narrative.
Authentic storytelling—whether about the origins of the brand, its mission, or behind-the-scenes looks at operations—will help brands stand out in a crowded market. Engagement will also be crucial, as interactive campaigns like live Q&As, polls, and discussions allow audiences to connect with brands on a deeper level. This type of content also enables consumers to feel like they are a part of the brand’s story.
- Customer Content
While collaborating with influencers continues to be among the latest TikTok trends, the user-generated content (UGC) industry has been steadily growing and becoming a dominant force in 2025.
Customers sharing their experiences, product reviews, and photos will be key to establishing brand credibility and trust. Brands will encourage UGC by creating community-driven campaigns that invite customers to submit their content, fostering a sense of ownership and loyalty among followers.
As more consumers turn to peer recommendations rather than traditional advertising, this content will serve as an authentic form of marketing that resonates deeply with potential buyers.
- Social Search
Social search is set to revolutionize how people discover products and services in 2025. Social media platforms will evolve into fully integrated search engines, allowing users to find products through hashtags, posts, and influencer recommendations.
For example, current Instagram trends show how users are already exploring products via hashtags and shoppable posts. This only indicates that brands must optimize their social media presence by enhancing visual search features. Creating shoppable posts and integrating e-commerce directly into their social profiles are also wise actions to take.
As social media becomes a dominant tool for product discovery, brands must ensure they are easily discoverable and searchable to stand out among the vast content. This means prioritizing creating high-quality, engaging content, leveraging influencers, and utilizing platform-specific features, which are crucial to driving conversions.
- Niche Communities
As social media constantly evolves, niche communities will become more prominent in 2025. These smaller, highly targeted groups will foster deeper connections between brands and their audiences, providing spaces for like-minded individuals to come together around shared interests or values.
Niche communities align perfectly with millennial trends, offering a more personalized and intimate experience that resonates with their desire for genuine connections. In these spaces, users can engage with content that feels more relevant, fostering stronger relationships with both brands and fellow community members.
LinkedIn is another platform where niche communities are thriving, representing a key example of LinkedIn trends in 2025. Despite being known as a professional networking site, LinkedIn has evolved into a space where specific industries, job functions, and interest groups can come together, sharing expertise, insights, and opportunities.
- Customer Care
The importance of excellent customer service will be amplified by the ever-present nature of social media this year. A single viral complaint or negative post can have a lasting impression on a brand’s reputation, so offering swift, empathetic, and efficient customer care will be essential.
Brands will need to be available across multiple social platforms, ready to respond to inquiries, complaints, or concerns in real time. Brands that prioritize customer satisfaction and demonstrate genuine concern will build stronger relationships and gain consumer trust, which will be critical for sustained success in a highly competitive market.
Stay on Top of the Trends with Digital Marketing Philippines
Keeping up with the trends that evolve every year can indeed be challenging. However, with the support of a trusted online marketing agency, it can be much easier.
Digital Marketing Philippines (DMP) is your partner in navigating the ever-changing digital landscape. Offering innovative strategies and tailored solutions, we can help your businesses stay relevant and competitive by leveraging the latest trends and tools.
Apart from being among the most reliable social media outsourcing companies, we are also known for our SEO, content creation, and paid advertising services. With us, you can be assured that your brand will remain visible and thrive in the fast-paced digital world.
Collaborate with us today and start scaling your business! Check out our website at https://digitalmarketingphilippines.com/ for more information.
Sources:
https://sproutsocial.com/insights/social-media-trends
https://digitalmarketinginstitute.com/blog/social-media-marketing-trends
https://www.techtarget.com/searchcustomerexperience/definition/social-media-listening
https://www.tableau.com/data-insights/ai/history
https://lesroches.edu/blog/cross-cultural-fluency/
https://edition.cnn.com/2025/01/19/tech/tiktok-ban/index.html
Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.