10 social media trends you need to know in 2025

Data is the best fortune teller.

Combining performance and consumer preference data paints a vivid picture of the future of social media trends—one that’s so bright we need sunglasses. Data shows you what’s driving audience behavior and where your brand fits in the mix.

That’s why for the 20th edition of The Sprout Social Index™, we surveyed over 4,000 consumers, 900 social practitioners and 300 marketing leaders across the US, UK, Canada and Australia. We also formed the Index Council, a cohort of experts and thought leaders who helped us interpret the data and shared their advice for social marketers.

Learn about the top 10 social media trends driving our industry’s future, based on data from the report and the Index Council.

Download The Sprout Social Index™

Trend 1: Video is still king

Of course, video is the first social media trend on our list. TikTok, Instagram Reels, YouTube Shorts and other emerging video formats on LinkedIn and Threads have created feature parity, making video content a priority across networks. And although TikTok’s future in the US is uncertain, it’ll remain a mainstay in international markets.

We already know short-form video is one of the best ways to connect with your audience and reach new followers. But long-form video is resurging. TikTok, Instagram, LinkedIn and YouTube have all offered longer lengths over the past few years. For example, as of October 2024, YouTub Shorts can now be up to three minutes long. And, The 2025 Index found that YouTube is one of the top three platforms where people have social media profiles.

Instagram Reels range from 15 to 90 seconds. TikTok videos are three seconds to 10 minutes long.

For instance, Cheekbone Beauty uses video content across their social profiles. The makeup brand repurposes video content, but they also create videos tailored to the platform. For example, their LinkedIn focuses on highlighting media placements, brand storytelling and messages from their founder Jenn Harper.

They use YouTube, TikTok and Instagram for short-form videos, but they incorporate videos longer than a minute as well.

Brand takeaway: Since video is available almost everywhere, consider investing more in video where it makes sense for your brand and audience. While video may require a bigger investment, you can get the most out of your budget by repurposing, adapting and cross-posting video content across networks. For instance, if you have a podcast on YouTube, consider promoting your longer form videos with short-form videos on Threads, Reels or TikTok. Make sure to cater to each platform’s unique audience, culture and characteristics.

Trend 2: Cultural fluency is must for brands

Social media is the epicenter of culture. Today’s consumers are flocking to screens to learn about the latest happenings—gone are the days of traditional media. The Index found consumers definitively agree: Across generations, 90% of consumers use social media to keep up with trends and cultural moments, even more than TV and streaming services, talking to friends and family and other digital media.

Online culture is layered, complex, niche and ever-changing, so being culturally competent is a must for brands. Some 93% consumers agree it’s important for brands to keep up with online culture. And nearly all (98%) of social media practitioners agree that social content has to keep up with online trends and culture.

Want a masterclass in understanding online culture? Take a deep look into Marc Jacobs’ TikTok. The fashion house references niche trends, memes and communities on the platform, often working with celebrities, creators and influencers who embody the brand.

And you’ll often see the comments section giving the brand praise for truly understanding internet culture. For example, viewers applauded Marc Jacobs when the brand featured Khadi Rhad, a creator-influencer known for his dark, edgy aesthetics and eclectic dances.

However, consumers are split on whether it’s embarrassing for brands to participate in trends. And more than a quarter say jumping on viral social media trends is only effective one or two days after the trend emerges. But this expectation is nearly impossible to meet for social teams with long approval processes.

Brand takeaway: Aim to be fluent in the online zeitgeist, but understand there’s a fine line between culture and trends. Trends are just one aspect of online culture. Understand the viral images and videos, celebrity memes, rising influencers and emerging content formats, but avoid participating in every trend. Be intentional and selective with the trends your brand participates in. Consider how it’s relevant to your audience and how you’ll add your own spin. Don’t try to be like everyone else—your brand should be the trendsetter who sets waves and begins conversations.

Trend 3: Strong brand storytelling and engagement are audience must-haves

Social media saturation forces marketers to find ways to stand out from the crowd so they can resonate with target audiences. Creating original content is one way brands are differentiating themselves from others on the timeline. When consumers rank the most and least important traits of brand content, they rank authenticity, relatability and entertainment first. On the other hand, polished, product-centric and off-the-cuff are ranked as the least important.

Consumers are flocking to brands who know their identity and embrace it. Some 49% of consumers say the originality of content makes their favorite brands stand out on social. Consumers are also paying attention to how brands interact—36% say how they engage with their followers makes brands stand out.

A member of the Arboretum, Sprout’s community for social media professionals, said their company is seeing a shift to raw, first-person content outperforming more curated content, showing how authenticity continues to win.

Brand takeaway: Think about how you can use social media to support your unique brand story and voice. Be intentional with your content and how you interact with your audience and followers. Growing and retaining audiences means being authentic to your brand and marketing your product in a way that goes beyond the limits of “salesy, corporate” jargon.

Trend 4: The creator economy grows

This social media trend is unsurprising. Creators and influencers are integral to the ecosystem of social media and marketing. The creator economy will continue to evolve as there is a diverse array of creators and influencers that can address various niches and industries. Brands aren’t solely looking to people with massive followings because there’s value in working with smaller creators and influencers. For example, user-generated content creators—who don’t need large followings or recognizable personal brands—will remain important contributors for brands seeking content that looks and feels organic.

Meanwhile, B2B creators are rising on LinkedIn, using the platform to share industry insights, thought leadership and valuable content that helps businesses build professional networks and drive growth. For example, LG, also known as the Brandfluencer, gives advice to influencers, user-generated content creators and brands on LinkedIn. In the sponsored post below, he shares an inspirational quote he’s been thinking about during the new year and uses it set the stage to encourage people to learn about National University’s Year of You scholarship and other programs.

Brand takeaway: The creator economy shaping the future of social media. Consider the versatility of the creator economy and think about how your brand can take advantage of it. Take your collaborations a step further and work with creators and influencers beyond content creation—how can you create long-term partnerships? How can creators and influencers help you improve your product and services?

Trend 5: Artificial intelligence (AI) is a solution to creative burnout

Marketing departments across all industries and sectors have invested in using AI to help them become more efficient. In the year ahead, AI’s influence will continue to grow. Half of marketing leaders say they’ll spend 2025 maximizing the AI tools they’ve already purchased and 48% want to invest in more.

Social practitioners are using AI tools to automate timely tasks and reporting, streamline workflows and most notably, brainstorm new ideas. Social marketers must maintain a steady stream of content. But when you’re constantly producing for multiple audiences and networks, creative burnout becomes a risk.

Almost half of social practitioners report the same amount of creative fatigue as a year ago, while over one-third feel even more. However, on the bright side, 93% of social practitioners believe AI is a tool that can help reduce creative fatigue if used correctly. And it’s worth noting that AI can also help with creative execution. For example, Andy Orsow, video marketer at Framer, used AI to place a flag on a Salesforce tower in San Francisco.

Brand takeaway: Continue learning and experimenting with AI tools and use cases. Understand AI should never be used verbatim to create content or replace the work of a human. Think of AI as a sparring partner to help you be more efficient or remove writer’s block so you can ideate something new. For example, you might share a prompt to help get your creative juices flowing, but once you’re warmed up, you can refine and tailor according to your brand guidelines. It’s also an efficiency tool you can use to remove the mental bandwidth and manual effort of performing intensive, time consuming tasks like data analysis.

Trend 6: Social search is a top priority

Networks like YouTube and TikTok have asserted themselves as major search engines, emphasizing the importance of optimizing for social media search. Consumers are flocking to the search bar to find answers, but they’re also using features like Instagram and TikTok’s searchable map features. And as more networks introduce AI-driven search features, discovery is continuing to evolve.

Similar to Google’s AI Overview, AI social search results provide content summaries to give direct, scannable answers to user queries. The next generation of marketers are using social engine optimization and learning how to master artificial intelligence optimization (AIO).

Brand takeaway: The next generation of marketers are using social engine optimization and learning how to master artificial intelligence optimization (AIO). Consider how you can optimize your content for social search across networks and pay attention to how SEOs approach AIO so you can incorporate rising tactics into your own strategy where appropriate.

Trend 7: Niche communities go IRL

We’ve talked about how social media is a hub for culture, but it’s also the foundation for subcultures to thrive as well. Niche communities will continue to grow in 2025 in many ways. For one, brands, creators and influencers alike are leaning into private communities and subscription-based models to share exclusive content and connection opportunities. Think Instagram subscriptions and broadcast channels, invite-only LinkedIn groups and social networks, like Lapse, that focus on friendship over followers.

We’ll also see niche communities extend past the screen, as Tameka Bazile, Social and Content Strategist, mentioned in Sprout’s 2024’s Top Trends: Your 2025 Strategy webinar, “Brands and creators are taking to real live events that are extensions of the communities they create online…these communities are steeped in culture.”

One great example of this is 222, which provides curated experiences in real life.

Brand takeaway: Consumers are looking for their community online. Consider how your social team can invest in specialized trends or niche interests that align with your audience to create meaningful brand activations. Pay attention to subcultures across networks and consider what creators and influencers you can collaborate with to foster community engagement.

Trend 8: Quality in product, commerce and customer care trumps all

There’s only one thing that surpasses original content and engagement: quality product and services. Some 63% of consumers say their favorite brands on social media have quality products or services.

Even the most creative social posts can’t compensate for a poor quality product or customer experience. From native search bars to direct messages and user-generated content, social media innately encompasses so much of the customer journey.

The buyer journey exists on social media and goes beyond posts, carousels and short-form videos—brands are shaping holistic customer experiences. In the year ahead, social will have an even larger impact in commerce and customer care. Customer care teams are familiar with high-volume inboxes and dealing with social inquiries across networks. Responding quickly is a must as 73% of social users agree if a brand doesn’t respond on social, they’ll buy from a competitor.

Nearly three-quarters of consumers expect a response within 24 hours or sooner. This is consistent with Index reporting in 2022 and 2023, too. Users are doubling down on their customer care standards and they’re seeking premier experiences on social media. Consumers say companies should make personalized customer service their #1 social media priority in 2025.

Brand takeaway: Don’t leave your customers on read. Aim to address their customer service concerns promptly. Share the insights you learn on social media with your research and development teams to improve your products and services. Engage with your audience and listen to their feedback to shape holistic customer experiences.

Trend 9: Emerging networks offer opportunities to experiment

Longstanding social networks are changing. Newer platforms are evolving, creating their own communities and cultures while attracting diverse user bases. These emerging networks are becoming testing grounds for innovative content and engagement strategies, allowing creators and brands to experiment with fresh ideas. Threads, for instance, is gaining traction with its focus on short, threaded conversations, providing a more nuanced and interactive experience. As more social media networks emerge, brands will have to be more intentional about where they spend their time.

Brand takeaway: Give newer platforms time to develop. You don’t have to immediately dive into creating content on a new platform for the sake of it. If you want to try new networks, give yourself time to learn and experiment.

Trend 10: Social data remains key

Our last social media trend on our list is one of the most important: marketers will be more data-driven than ever. Proving the value of social media is a common challenge for marketers, and leading with data can show the impact behind their efforts to secure more buy-in and resources. The Sprout Social Index™ found 65% of marketing leaders say demonstrating how social media campaigns are tied to business goals is crucial for securing social investment, followed by quantifying cost savings using social (52%). Sharing social data via dashboards or data visualizations are two other priorities.

Social teams will evolve how they measure success. Although overall engagement will remain important, social teams will also consider other factors such as production efficiency and the volume of positive feedback from leadership. Measuring the number of teams using social data to inform their work or share content is also important.

Brand takeaway: Use robust data storytelling to demonstrate the ROI of social media efforts. Consider how you can use AI to help automate data visualization to help contextualize impact in a digestible way. Think about how you may need to evolve your success metrics to accurately measure your social campaigns. Adopting comprehensive measurement strategies can help you better justify social investments and drive strategic growth.

Learn more about social media trends in 2025

There are so many trends ahead going into 2025. This list just scratches the surface of what your brand should know. Read The 2025 Sprout Social Index for more.