9 trends that will triumph under the protection of social networks in 2025

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The pace at which social media moves (where new developments happen at the speed of light) is absolutely hellish, so to achieve success on these platforms you have to fly the flag of flexibility and be constantly on the lookout to detect new trends born in the heat of these channels before anyone else.

In 2025, those who work professionally on social media (whether brands or influencers) should not miss a single word of the trends dissected below by Stefan Pichlmeier, Head of Marketing at Metricool in Germany, Austria and Switzerland, in an article for Horizont :

1. Short videos: the favorite format of social media also in 2025
Short videos will continue to dominate the social media scene in 2025, and will continue to provide maximum engagement to those who opt for this format on 2.0 platforms. TikTok was the social network that originally gave impetus to short videos, which were later also successfully transferred to Instagram (Reels) and YouTube (Shorts). The power of short videos lies in their speed and conciseness , which ultimately translate into very high engagement rates (provided they are infused with enough creativity).

2. Quality matters more than quantity
In 2025, quality content that offers real added value to users will be much more important on social media than the number of followers . In fact, platforms such as Instagram and TikTok are optimizing their algorithms to reward content that is truly relevant to the user. This trend will have a positive impact in particular on creators with smaller communities of followers, since their content will not be judged solely by its reach but also by the value it brings to the community.

3. AI: Efficiency and authenticity will go hand in hand
Over the next 12 months, AI will emerge as the secret weapon of social media marketing. With personalized content recommendations and automated content creation tailored to specific targets, AI is making social media marketing more efficient. However, AI efficiency cannot in any way compromise authenticity . And those using AI technology on social media will need to learn to balance AI efficiency with authenticity, which is absolutely essential for forging authentic connections with audiences on social media.

4. Community building: proximity to the user is what counts
Community building is key to achieving long-term success on social media. And building a community on 2.0 platforms involves not only publishing attractive and relevant content but also real interaction and a sense of belonging . Brands that are authentic on social media and actively interact with their followers generate trust and loyalty among those who are part of their community. Formats such as live streams and Instagram Stories contribute to building communities on 2.0 platforms.

5. Content without retouching: authenticity drives success on social media
Posturing, once omnipresent on social media, will be less relevant in 2025, a year in which the focus on these channels will be on authenticity. Honest content, free of filters and retouching, ultimately translates into greater closeness to the audience, and closeness ultimately leads to greater trust in brands. Users, after all, are inspired by content imbued with authenticity and personality.

6. Social SEO: Social networks are the new search engines
More and more users are turning to social media like TikTok and YouTube to carry out searches, which means relegating traditional search engines like Google to the background . SEO adapted to social media also opens up new opportunities for brands by integrating keywords into the content that makes its way onto 2.0 platforms. And this not only increases the visibility of brands on social media, but also allows them to take refuge in much more precise “targeting” to connect with their audience.

7. Social Commerce: purchases are now fully integrated into the “feed”
Social commerce will continue to gain in importance in 2025. After all, social network bahrain whatsapp lead s such as TikTok and Pinterest are betting on new tools that enable frictionless shopping on their domains. The possibility of buying products directly in the feed is completely revolutionizing the shopping experience on digital channels. Brands can, not in vain, market their products directly on 2.0 platforms without having to redirect the user to external websites, which significantly improves the shopping experience and also spurs conversion rates . The rise of social commerce shelters inspiration and direct purchase under one roof, which is extremely profitable for brands.

8. User-generated content: brands have a lot to gain from authenticity
User-generated content, as well as employee-generated content (via LinkedIn in particular), will gain in importance in the coming months. This type of content prides itself on being coated with a thick layer of authenticity, which ultimately also encourages long-term trust in brands. Particularly interesting is employee-generated content, which is a kind of totally free loudspeaker for amplifying the corporate culture of brands in a way that traditional advertising probably would not achieve.

9. Goodbye X, hello Bluesky
Across the seas, more and more X users are migrating to Bluesky , and in Europe this trend is also gaining a lot of traction. The growing importance of Bluesky will sooner or later make brands look to this social network of decentralized nature . And the brands that bet on Bluesky will have the advantage of entering a much more crowded territory than X, so they will gain significantly in reach and visibility.