The future of social media: 7 expert predictions for 2025

If there’s one word that defines the world of social media marketing, it’s pivot. Whether it’s platform updates, evolving content formats or lightning-fast trend cycles, marketers are constantly adapting—sometimes in real time.

Who hasn’t stepped away for lunch, only to come back and discover a major platform overhaul that upends your carefully planned content calendar or reporting metrics?

To help you stay ahead of the game, I tapped into the ICYMI community to uncover their predictions for the future of social media platforms, strategies and content formats that will take center stage in 2025.

Social media never hits pause, but this snapshot offers valuable insights into what marketers and creators are prioritizing in the year ahead.

About the data
The data referenced in this article was collected via a recent survey of 240 creators and marketers who are part of the ICYMI newsletter audience. I also asked 24 leading voices in the social media industry to shape the data narrative and weigh in with their predictions for the future. The data I collected has been supplemented by Sprout Social data reports, surveys and community conversations.

1. Instagram will be as important as ever

According to survey respondents, Instagram was ranked the priority platform (44%) that people planned to focus on in 2025. LinkedIn is the sleeper hit at number two (20%), followed by TikTok (18%) and YouTube (11%).

The Meta platform coming in first is not a complete surprise, given that Instagram consistently ranks as one of Gen Z and Millennial’s favorite platforms, it’s the most popular platform for influencer marketing and it’s the most used platform across generations.

“In 2025 we’re focused on meeting consumers where they are instead of trying to get them to come to us. Think keyword searches, subreddits and out-of-the-box influencers creating unique content,” said Mikayla Barker, Senior Manager of Social Media and Influencer Marketing at Bachan’s.

However, some of the respondents wished there were more niche or emerging platforms included on the questionnaire—such as Bluesky, Roblox, Reddit and Substack—which serves as a reminder of how fractured and uncertain social media spaces have become.

That sentiment was echoed by Nicole Taic, Director, Creator Strategy at the Trade School agency: “It’s interesting to see because some clients and even creators are ignoring the TikTok ban but many are shifting their focus to Meta, YouTube and Snapchat. They’re also exploring and testing emerging platforms like Substack to see if there is a positive return. With that in mind, I’m very zeroed in on what other key platforms are rolling out over the next few months to inform how we pivot some of our plans.”

2. Creators will play a legitimate role in media and politics

When I asked some of the best creators, social strategists and industry leaders what’s going to happen around social and the creator economy next year, they agreed influencers and creators will be seen differently.

No longer discredited for not having “real” jobs, influencers are beginning to be formally recognized as integral professionals within media, politics and other sectors.

“2025 brings the creator world a step closer to being more professionalized. Especially given the impact creators have had on politics, citizen journalism and videography—we are no longer looked down on as interlopers in historically gatekept spaces. We’re now on a path toward being treated as equals and experts alongside more traditional paths to success,” said V Spehar, Creator and Founder of Under the Desk News.

This shift is preceded by consumer trust in influencers already taking hold. Nearly half as many consumers trust influencers just as much as they did last year, while 30% trust them more. Millennials and Gen Z are most trusting—in part because they grew up with influencer and creator marketing.

3. Video and images will continue to be crowd favorites

When survey respondents were asked which content format these marketers and creators planned to focus on in 2025, short-form video (60 seconds or less) won by a landslide with 47%. Rounding out the top three were videos less than 10 minutes long (17%), followed by photos and Carousels (14%).

Carousels made something of a comeback this year. Even before Instagram increased the amount of images and videos you could post to 20, brands were taking advantage of the swipe-through storytelling format.

Adam Mosseri, head of Instagram, pointed to two main reasons for the format’s success: Multiple slides mean more interactions and the algorithm gives your Carousel a second chance after it’s posted, resurfacing it to followers who previously swiped by.

Even TikTok, which had previously only championed short-form videos, promoted photo Carousels this year, promising to “help you reach even more people.”

4. A renewed appetite for longer storytelling

Even as short-form video continues to dominate, the conversation is expanding to include more thoughtful storytelling. There is data to suggest audiences are beginning to crave depth alongside the quick hits of content that dominate their feeds.

A resurgence in serialized content (see TikTok’s Reese Teesa, Alexis Bittar and Julian Sewell’s ‘80s series) points to a demand for stories and dramatic sagas people can follow obsessively.

We are headed toward a “long-form renaissance,” said one survey respondent from Austin. This includes more “Substacks, YouTube, television and magazines. People will hit brain rot fatigue.”

This doesn’t spell the end of short-form, but marketers and creators are seeing a shift. Across nearly all platforms, the top way users want brands to show up is with entertaining content. People are looking for an escape from stress, boredom, you name it, and brands that can deliver on that will earn attention and loyalty.

“I’m excited to see social video format boomerang back to longer-form 16×9 content in 2025, particularly on YouTube as it ramps up to position itself as a TV/cable alternative. The TikTok-ification of short form will still thrive, but my team is so skilled and amped-up to approach the challenge of capturing audiences and maximizing viewer retention when we, and the digital world, have been used to distilled messaging lasting just a handful of seconds. As someone who loves to dive into narrative storytelling, this has me excited to shift more resources to higher-produced, longer-form content that can be cut down and optimized as short-form for other platforms,” said Adri Cowan, Director of Digital Marketing Marvel Brand at Walt Disney Studios.

5. Social might enter its “serious” era

Memes? In this economy?

The outlook on memes as a marketing tool is complicated. While most respondents selected memes as a top content priority for next year, opinions on their effectiveness were all over the map.

Chris Lam, marketing advisor for Los Angeles County’s Economic Mobility Initiative (EMI), predicted an uptick in memes, entertainment and escapist content dominating social media for at least the next four years.

Others, however, expect brands to pivot toward serious, emotion-driven content that fosters deeper connections.

“I think we’re entering our serious era,” said one respondent anonymously. “Memes in marketing will take a backseat as audiences grow tired of brands hopping on trends just to seem relatable.”

And for some social media managers, memes aren’t just a question of tone—they’re a legal minefield. Memes that riff on copyrighted images or cultural references, like scenes from popular TV shows or movies, can be risky business. Industries with strict legal or reputational standards can’t afford to gamble on what might seem like harmless fun.

So, as we look to next year, the question remains: Are memes still the moment, or are we bracing for a vibe shift?

6. AI will streamline operations and make humans more valuable

Though many brands and marketers already have AI tools at their disposal, almost 63% of social teams agree manual tasks still prevent them from doing high impact work. That’s expected to change in 2025 as marketing orgs and creators bring more AI tools into the fold and make an effort to maximize the ones they already have.

Amber Venz Box, co-founder and President of LTK, sums it up like this: “We’re at a point where AI can have a significant impact—enabling creators and brands to streamline operations, optimize content and scale faster than ever. From automating workflows to providing predictive insights, AI will play a bigger role in helping creators and brands bring their ideas to market with speed and greater effectiveness. This evolution ensures creators can focus more on what they do best—creating—while AI takes on many of their operational demands.”

As Venz Box suggests, even though AI tools will play a pivotal role in streamlining manual work, consumers still want human-led creativity.

According to 2024 Sprout Pulse Surveys, consumers say customer service should be companies’ top social media priority next year, with 74% agreeing they’re comfortable with brands using AI to deliver faster, personalized social customer care.

But almost half would be less likely to buy from a brand that posts AI-generated content. Another 83% believe AI content will make social feeds even more saturated.

One member of Sprout’s Arboretum advised, “Authentic, human-centric content will perform better and stand out. Human touch will help foster genuine connection—in both short-form and long-form storytelling. To deepen trust and loyalty and drive ROI, the key is crafting content that resonates emotionally and keeps human connection at the heart of it all.”

7. Embracing a social-first mindset will be non-negotiable

If I had to offer one personal prediction for the future of social media, it would be that brands will need to take a social-first approach to their entire company strategy to maintain long-term relevance. That goes beyond simply posting a video or replying in the comments.

Social is at the epicenter of culture. Showing up there is the bare minimum. People expect brands to be active participants in their online community—listening to and learning about their audience.

And, most importantly, customer feedback shouldn’t be siloed on social. It should be incorporated into social strategy, marketing activations on other channels, business priorities and product development.

Social media has solidified its power as a cultural force, and brands need to wield its influence to build lasting resonance.

Looking for more predictions into what 2025 will hold? Watch Sprout’s on-demand webinar dissecting 2024’s best social moments and what that they reveal about how social will change next year.