5 Social Media Trends to Watch in 2025

Social media never sits still. Just when you think you've finally nailed a content plan, the algorithm shifts, a new platform pops up, and suddenly you’re being told that AI is taking over and everyone’s using TikTok as Google.

Breathe. You don’t need to chase every trend – but if you want to stay visible and relevant, here are the ones actually worth paying attention to for the rest of 2025.

1. AI isn’t coming, it’s already here

Artificial Intelligence is fully in its main character era. Meta’s already talking about fully automating advertising by 2026, and there are tools popping up left, right and centre promising to write your content, schedule it, analyse it, and probably make your tea while it's at it.

But here’s the thing, AI is a tool, not a replacement. It’s great for speeding up the boring stuff, but it still needs your brain, your strategy, and your tone of voice behind it. Use it to support your content, not replace your entire personality.

2. People are using Instagram like Google

If your ideal clients are younger than your Nan, there’s a good chance they’re searching Instagram, TikTok or YouTube before they even touch a search engine.

That means your social content needs to be:

• Easy to find (keywords, alt text, hashtags)

• Easy to understand (clear captions, good visuals)

• Actually useful (not just blurry selfies)

The more searchable your content is, the more discoverable your brand becomes.

3. Short-form video still rules the roost

Reels, TikToks, Shorts – you know the drill. If you’ve been putting off video content because you hate the sound of your own voice or don’t know where to start, 2025 is your sign to give it a go.

You don’t need to dance. You don’t need a ring light the size of Saturn.
You do need to show your face occasionally, share your expertise, or just be helpful, funny, or real for 20–30 seconds at a time.

4. Authenticity isn’t just a buzzword

Let’s be real, people are over perfectly polished brands who talk like robots. They want to hear from real humans who get what they’re going through and show up like, well… people.

The brands that are winning right now? They’re relatable. They’re culturally aware. They show personality. So whether it’s a scrappy little behind-the-scenes post or a caption that sounds like an actual human wrote it – lean into it.

5. The comments section is where your community congregates - get amongst it!

Likes are nice, but conversations are better.

More and more brands are realising that actual community lives in the comments. So reply to people. Start chats. Leave thoughtful (or funny) comments on other people’s posts. Show up like the person behind the business – not just the business itself.

It takes time, but it builds trust. And trust builds clients.

You don’t have to be everywhere, all at once

You don’t need to be on every platform. You don’t need to hop on every trend. But knowing what’s working (and why) gives you the power to make better decisions – and stop posting into the void.

Need help figuring out what your content should actually look like this year? Give me a shout. Strategy, content, captions, support – I’m here for it.