As the world gets more connected online, social media trends are constantly shifting and expanding. Understanding these social media trends can help marketers keep up with their audiences and create more engaging content. However, jumping from one trend to the next without a strategy can quickly make your brand seem inauthentic and may even backfire.
This year, brands will focus on authenticity and authentic storytelling as they participate in social media trends. They will also continue to invest in video as long-form videos like TikTok, Instagram Reels and LinkedIn Shorts increase in length. In addition, brands will continue to focus on personalized customer service. According to The 2025 Index, nearly three-quarters of consumers expect a response from brands within 24 hours.
The 2025 Index also highlights a shift towards niche communities across platforms. This includes private Facebook groups, invite-only LinkedIn groups and newer networks that focus on friendships over followers, like 222. These communities allow brands and influencers to connect with their audience in a more intimate setting, and foster a sense of exclusivity.
Gen Z has a short attention span and prefers quick, entertaining content. This year, expect to see more memes and videos from brands highlighting their products in action. For example, the viral “How to Use a Peloton” video and “The Best Way to Wash Your Hair” TikTok from LOFT earned millions of views and thousands of comments. They were an effective, playful yet relatable way for the brand to reach and engage their audience.