2025 State of Social Media

2025 Social Media Trends: Challenges & Opportunities for Brands

With how quickly the world is changing—and the increasing, chaotic influence of social media in politics—there’s a good chance that this “State of the Union” for social media will be outdated in Q2. Nevertheless, it seems the entire social media landscape has changed in the last six months, and our clients constantly email us to help get clarity on platforms, regulations, and best practices for the top social platforms in 2025. As such, we decided to put together this “guide” to social media marketing in 2025.

What Is The State of Social Media in 2025?

The current state of social media will continue to evolve, influenced by technological advancements, user behavior shifts, and regulatory changes. Key trends shaping the outlook of social media in 2025 include:

• Content Experimentation and Creative Flexibility
• Enhanced Social Listening and Performance Metrics
• Integration of Generative AI in Content Creation
• Dominance of Short-Form Video Content
• Rise of Social Commerce
• Social Media as a Customer Service Channel
• Impact of Political and Regulatory Change

In summary, the social media landscape will be characterized by a dynamic interplay of creative innovation, technological integration, and responsive strategies to user preferences and regulatory environments. Brands and platforms that adapt to these 2025 social media trends are better positioned to engage effectively with their audiences.

What Trends Are Shaping Social Media in 2025?

As we mentioned, there are some key trends that we’re focusing on in this guide. At a high level, we’re seeing AI, experimentation and short-form video playing keys roles this year. Here are some other trends:

Content Experimentation and Creative Flexibility

Brands are increasingly pushing creative boundaries, removing strict brand consistency to produce more engaging and entertaining content. This shift allows for a more authentic connection with audiences, as organizations experiment with diverse content formats and styles.

Enhanced Social Listening and Performance Metrics

Social listening has become a critical tool for brands to understand audience sentiments and cultural trends. By analyzing real-time data, companies can refine their strategies, engage in relevant conversations, and measure the impact of their social media activities more effectively.

Integration of Generative AI in Content Creation

The adoption of generative AI tools has transformed content creation processes. Brands utilize AI to generate ideas, draft posts, and create visuals, enabling more efficient and diverse content production. This integration allows social media teams to meet the increasing demand for fresh and engaging content.

Dominance of Short-Form Video Content

Short-form videos continue to captivate audiences, with platforms like TikTok, Instagram Reels, and YouTube Shorts leading this trend. Brands leverage these formats to deliver concise and impactful messages, catering to the audience’s preference for quick and engaging content.

Rise of Social Commerce

Social media platforms have become integral to online shopping experiences. Features that allow in-app purchases and product discovery have transformed platforms into comprehensive shopping destinations, influencing consumer purchasing decisions directly.

Social Media as a Customer Service Channel

Consumers increasingly turn to social media for customer service inquiries. Brands respond by establishing dedicated support channels on platforms, offering timely assistance and building stronger customer relationships through direct interactions.

Impact of Political and Regulatory Changes

Political developments, such as changes in administration, influence social media policies and operations. For instance, discussions around AI regulation, content moderation, and platform accountability have intensified, affecting how platforms manage and present content.

What is New on LinkedIn in 2025?

In 2025, LinkedIn is heavily focusing on integrating AI features to automate tasks, prioritize high-quality content with genuine engagement, emphasize expertise and knowledge sharing through content, and prioritize connections with first-degree networks. Key updates include:

• AI-powered content summaries: AI-generated summaries for posts, articles, and videos to allow users to quickly grasp key points without consuming the full content.
• Algorithm prioritizing quality over quantity: Prioritize posts with meaningful discussions and insightful comments over those with a high volume of generic comments.
• Focus on expertise and knowledge sharing: Users are encouraged to share in-depth insights and advice relevant to their field, rather than generic updates.
• First-degree connection priority: Posts from first-degree connections will be shown more prominently in feeds, emphasizing building strong connections within immediate networks.
• Content verification for AI-generated content: LinkedIn is expected to label AI-generated images and videos to enhance transparency.

LinkedIn Example:

Visually Appeals to Audience:

• The use of vibrant colors and geometric shapes appeals to tech-savvy professionals.

Clear Value Proposition:

• Clearly states the benefits—making it immediately relevant to the target audience.

Specific Use Cases:

• Mentioning term sheet generation and repetitive reporting processes highlights practical applications of the AI technology.

Concrete Call to Action:

• Learn More

What is New on Facebook in 2025?

Facebook in 2025 is likely to be heavily focused on immersive experiences through the metaverse, with a more personalized newsfeed, a greater emphasis on community-driven content moderation using features like “community notes,” and potentially a shift towards less strict content moderation policies with a focus on illegal and high-severity violations, potentially leading to more diverse viewpoints on the platform. Key takeaways include:

Deep integration with the Metaverse

• Users might access virtual spaces and experiences directly through Facebook, allowing for social interactions within the metaverse environment.

Advanced personalization

• The newsfeed will likely be highly tailored to individual users based on their interests, preferences, and engagement patterns.

Community-driven moderation

• Facebook might rely more on “community notes” or similar features where users can fact-check and provide context to potentially misleading content, reducing reliance on third-party fact-checkers.

Evolving content moderation policies

• A potential shift towards allowing more diverse viewpoints on the platform while still enforcing rules against illegal or harmful content, with a focus on community-driven moderation.

Focus on privacy and user control

• Increased emphasis on user privacy with greater control over data sharing and targeted advertising.

Augmented reality (AR) integration

• Potentially incorporating AR features to enhance real-world interactions through the Facebook platform.

Regulatory landscape

• The future of Facebook could be significantly impacted by evolving regulations regarding data privacy and content moderation.

Increased Competition

• Continued competition from other social media platforms could influence Facebook’s direction and features.

Facebook Example:

The fashion industry is embracing AI now using AI-generated models in ad campaigns.

• Mango
• Nike
• Louis Vuitton
• Levi Strauss & Co.

What is New on Instagram in 2025?

Instagram is undergoing significant transformations to enhance user experience and capitalize on shifts in the social media landscape. Key developments include:

• Profile Grid Redesign: Instagram has transitioned from its traditional square profile grid to a 4:5 rectangular format. This change aims to better showcase vertical photos and videos, aligning with current content creation trends. However, the update has received mixed reactions, with some users expressing dissatisfaction due to the disruption of their curated profiles.
• Attraction of TikTok Creators: In response to TikTok’s temporary removal from app stores, Instagram is actively courting TikTok creators by offering substantial bonuses for exclusive content. These incentives range from $10,000 to $50,000 per month, reflecting Instagram’s strategic efforts to enrich its content ecosystem and attract new audiences. This is a prime example of how influencer marketing continues to evolve.
• Introduction of ‘Edits’ Video-Editing App: To provide creators with advanced editing tools, Instagram is launching ‘Edits,’ a video-editing app positioned as an alternative to CapCut. ‘Edits’ offers features such as AI animation and generative captions, empowering users to produce high-quality content directly within the Instagram ecosystem.
• Enhanced Reels Features: Instagram has expanded Reels’ capabilities by introducing features that allow users to see which friends have liked or commented on their videos. This enhancement fosters greater social interaction and engagement around shared content, strengthening community connections on the platform.
• Focus on Creativity and Connection: Looking ahead, Instagram’s leadership has identified “creativity” and “connection” as the platform’s primary areas of focus for 2025. This strategic direction emphasizes the development of features and tools that inspire creative expression and facilitate meaningful interactions among users.

What is New on Threads in 2025?

Threads is expected to introduce advertising features in early 2025, marking a significant change as Meta aims to monetize the platform by allowing businesses to create and publish ads on Threads, potentially attracting advertisers who are looking for alternatives to the recently turbulent X (formerly Twitter) platform Key updates, include:

• Ads on Threads: Meta plans to roll out ads on Threads, with a focus on providing value to users before prioritizing monetization.
• Potential for user growth: With the addition of ads, Threads could see a further increase in user base, potentially reaching a larger audience.
• Competition with X: Threads is seen as a competitor to X (formerly Twitter), especially amidst recent changes on that platform.
• Focus on creator features: Some predictions suggest Threads might introduce a “creator hub” to further attract content creators.
• Improved functionality: Potential updates could include enhanced search capabilities, desktop functionality, and better algorithm options.

What is New on YouTube in 2025?

In 2025, YouTube is likely to resemble a more TV-like platform with a stronger emphasis on curated content, community engagement, and longer-form videos, utilizing AI-driven features to personalize recommendations and prioritize authentic content creators, while also continuing to heavily promote its short-form video feature “YouTube Shorts.” Other YouTube content trends include:

• YouTube Video Style:  A move to “YouTube easy mode” – a return to more authentic, straightforward content creation. This shift represents more than just a stylistic change; it’s a fundamental reimagining of what successful YouTube content looks like. This shift toward authenticity creates new opportunities for business and marketing professionals. A simple screen recording with valuable information often performs better than heavily produced videos, particularly for business-to-business content.
• YouTube Video Length: YouTube Shorts has exploded in popularity, generating approximately 100 billion views daily. Long-form content of 25 minutes or more is thriving, particularly on connected TV screens, long-form content serves viewers who want to settle in for a more immersive experience.
• YouTube Vertical Live Streaming: Vertical broadcasts can appear directly in viewers’ Shorts feeds.
  The live content only appears in the feed during the broadcast, the replay remains available on the creator’s channel. Creators can choose whether to keep these replays public or unlisted based on their content strategy.
• YouTube Shorts Trends: YouTube has extended the short’s length to three minutes. Now, 90 seconds is the optimal length for cross-platform content. Creators and marketers can now distribute their videos across all major platforms without additional editing or reformatting. In the past traditional YouTube content might earn $10-40 RPM (Revenue Per Mille). Shorts initially offered much lower rates of five to ten cents, though this has increased to around 25 cents. This cost has influenced how creators and marketers balance their content strategy between short and long-form formats.
• YouTube Analytics: Move away from subscriber counts toward more meaningful engagement metrics. YouTube’s algorithm now focuses heavily on unique viewers and returning audience members. YouTube will actively promote content from newer and smaller channels. One out of every four recommendations might be from a newer channel with fewer than a thousand subscribers and less than 300 video views.
• YouTube Communities Feature: This tool helps identify and engage with the most active viewers, track returning audience members, and manage comments more effectively.
• YouTube Advertising Shifts – Demand Gen Campaigns: According to Google, by March 2025, you won’t be able to create new VAC campaigns, and in Q2 2025, Google will automatically migrate all existing Video Action Campaigns to Demand Gen campaigns. Demand Gen campaigns as a “video & image campaign” that combines multiple ad formats into one campaign. Combining classic YouTube Ads with YouTube Short Ads, In-Feed Video Ads, Image Ads on GMail & in-feed on YouTube.

What is New on Bluesky in 2025?

In 2025, Bluesky is actively focusing on attracting users leaving other platforms like X (formerly Twitter) by positioning itself as a more user-controlled, decentralized social media platform with a focus on community ownership, offering a cleaner experience with fewer moderation issues and potentially introducing new features to further differentiate itself while maintaining its ad-free model.

• User migration from X: Many users dissatisfied with X’s direction are migrating to Bluesky, particularly due to concerns about content moderation and algorithm manipulation on X.
• Decentralized network: Bluesky operates on a federated network, allowing users to access their accounts across different Bluesky-compatible platforms, promoting greater user control over data.
• Focus on community building: Bluesky prioritizes user-driven moderation and community-based content management, allowing users to have more influence over the platform’s environment.
• Potential for feature expansion: While currently focused on basic functionality, Bluesky is likely to introduce new features and functionalities to enhance user experience and attract a wider audience.
• Web3 alignment: Some see Bluesky as a potential driver for Web3 adoption due to its decentralized nature and focus on user ownership.

What is New on X/Twitter in 2025?

X will be heavily integrating AI features like “Grok” to provide context and authenticate accounts, with a focus on enhancing user experience through personalized algorithms, potentially incorporating Web3 elements for new monetization avenues. The platform is also expected to prioritize multimedia content and further develop its premium subscription features for enhanced access and functionality. Key trends and developments include:

• AI Integration: Extensive use of AI, particularly the “Grok” chatbot, to provide summaries of trending topics, fact-check information, and identify potential misinformation.
• Algorithm Enhancements: A more sophisticated algorithm that prioritizes content relevant to individual user interests, considering past engagement and accounts followed.
• Focus on Multimedia: Increased emphasis on visual content like images, videos, and GIFs to drive engagement.
• Premium Features: Continued development of “Twitter Blue” or similar subscription tiers offering exclusive features like early access to new functionalities and advanced analytics.
• Web3 Exploration: Potential integration with Web3 technologies to allow for new forms of user interaction and potential monetization opportunities.
• Brand Image Concerns: Ongoing challenges related to user trust and advertiser hesitancy due to recent controversial changes on the platform.

What is New on TikTok in 2025?

In 2025, TikTok believes that the community will unite to create unique, transformative, and year-defining content – reshaping how the industry thinks about ‘marketing’ and the future of business growth—a movement they are calling Brand Chem. This new era calls for brands to join forces with creators and communities, working hand-in-hand to build content that resonates, drives impact, and ultimately redefines cultural relevance. TikTok has categorized the below Trend Signals into three key groups:

Brand Fusion: Ready to adapt to the new demands of consumers for more

• Signal 1: Creator Speed — A wider pool of creators for your brand builds relevance across niches.
• Signal 2: Trust Fund –– Content that sparks conversations with consumers build genuine trust.
• Signal 3: Constant Confidant — Consumers will pay attention to the brands that are always there for them.

Identity Osmosis: Evolving your brand identity to meet dynamic consumer values

• Signal 1: Power of Perspectives — People are sharing their niche POVs to connect with global audiences.
• Signal 2: Girls are Girling — Female inclusivity with be integral to brands’ bottom lines.
• Signal 3: In OUR Era — Creators are redefining traditional life-stage marketing with intimate personal goals.

Creative Catalyst: Exploring new efficiency tools to take more exciting creative risks

• Signal 1: AI Eases Everyday — AI will give brands a creative edge by enabling faster ideation and production.
• Signal 2: Remix Recycle — Brands exploring fresh ways to remix their content will expand their identity.
• Signal 3: Comment to Cart — The comment section is the new focus group.

What is New for YOU in 2025?

If you’re interested in talking about your social media marketing evolution in 2025, then let’s talk! COHN is ready to help you meet your social media goals this year, so schedule a meeting with our expert team today.