Social Media Marketing Trends 2025

Think of social media as a crowded arena where everything is happening in real time across millions of screens. In today’s social media landscape, algorithms and trends change in seconds.

Moreover, social media trends are more than just fads - they are like wind gusts that continually shift the world around us, influencing our choices and interpersonal relationships.

As we explored in 2024, social media became the primary platform for Ecommerce, short videos caught everyone's attention and sentiment analysis aided brands in discovering how people truly feel. Also, edutainment made learning more enjoyable, while the creator economy was boosted by social media platforms.

As we approach 2025, the social media game is changing quicker than ever, with emerging trends in social media marketing leading the way. The modes of communication we use, the target markets brands reach and the way the conversation happens – are all in flux. Social commerce is expanding, AI is transforming personalization and Gen Z is scribbling all over the brand engagement rulebook. To stay relevant, marketers must adapt, evolve and innovate.

The good news? Unlike dinosaurs, humans can anticipate these changes. By adopting new trends, utilizing emerging technology and listening to audiences' demands, brands may not merely survive but prosper in the constantly evolving social media jungle.

On that note, let’s dive in and explore the top 5 new trends in social media marketing for 2025!
 

Trend 1: Social Commerce Will Turn Platforms Into Shopping Hubs

 
Social commerce has evolved from a helpful feature to a complete retail revolution, making it one of the most prominent technology trends in retail as consumers increasingly prefer to shop via social platforms. Social media is now more than just a place to interact - it is also where we shop, perhaps even a little more often than we converse!

By combining the participatory buzz of social media with the convenience of internet buying, social commerce is turning our social media feeds into personalized malls—one of the many new retail technology trends shaping tomorrow’s consumer experiences. Imagine shoppable content, influencer hype, and smooth transaction integration - you could discover, browse, swoon and buy those new sneakers – all in one app!

This trend is especially significant since millennials and Gen Z will make up over 62% of worldwide social commerce spending by 2025, making scrolling and shopping synonymous. Brands will be trying to enhance their social media presence since where better to meet customers than where they spend hours crafting their feeds?

Take an example of Facebook which was listed as the most popular social commerce platform in 2024 with 23% of global customers whereas Instagram and TikTok followed closely behind. The 'like it, buy it' perspective gained both hearts and money on such social platforms.

Talking about H&M, it successfully bridged the gap between social media and shopping by introducing shoppable postings on Instagram and Twitter. Another great example of how a little social media know-how can make a big difference is the European retailer Lindex, which doubled its livestream viewers and experienced a 55% add-to-cart rate during a successful shopping event hosted on social media.

As Jen Jones, Chief Marketing Officer at Commercetools, stated, “Retailers and marketers should stop looking at social commerce as just a new shopping experience when it truly represents a paradigm shift in how consumers are interacting with brands”.

Indeed, this transformation requires businesses to leverage social media platforms not only as a channel, but as the focal point of retail magic in 2025.

TechDogs Takeaway:
 

• Businesses should produce compelling, shoppable posts and stories that allow for direct purchases on social media. This enables a seamless experience that reduces friction and increases organic buying decisions through effective use of social commerce features.

• To increase conversion rates, marketers must simplify checkout processes by incorporating user-friendly payment options, such as digital wallets and buy-now-pay-later services, straight into social media.

• Digital marketers must use social listening technologies to track trends and preferences and alter strategies in real time for matching client needs and enhance engagement.

Trend 2: Influencer Marketing Will Shift To Authentic And Hyper-Personalized Content

 
What if you are browsing through your social media feed and instead of usual influencer advertising, you see a creator who seems like an old buddy sharing a brand they genuinely adore? By 2025, this will no longer be a rare find but instead the norm. Influencer marketing is transitioning from quick-fire commercials to long-term connections that feel authentic, honest and built to endure.

Marketers are changing gears too – rather than following follower counts, they will collaborate with influencers with genuine voices and a strong connection with specific audiences. Why? Well, consumers demand transparency and nothing screams genuine like a creator who truly resonates with a brand.

Hollow hashtag campaigns are now a thing of the distant past. Brands are currently establishing influencer squads, which range from micro-influencers to diversified artists and advocate their message with genuine passion. It's about building trust, personalizing experiences and developing lasting relationships in 2025.

The figures speak for themselves: at a staggering $13.78 billion in 2022, the global market for influencer marketing platforms is expected to expand at a compound annual growth rate of 26.8% through 2030. The picture is clear – the influencer strategy is here to stay as nearly half of customers rely on recommendations from influencers. Since 83% of marketers still believe that influencer marketing is beneficial, social media-savvy brands will cater more genuine and authentic experiences in 2025.

This longer-term strategy has already been perfectly executed by brands like Subaru and Marriott. Subaru's #MeetAnOwner campaign engaged millennial consumers with Devin Graham's fascinating YouTube videos. Another example: for its millionth app check-in, Marriott hosted a surprise celebration with YouTube star Jeana Smith (@PrankVsPrank), who shared a video which received close to four million views. These moments captivated audiences because they were spontaneous, enjoyable and more than just advertisements.

Fig. 1's CEO, Kimmy Scott says, “Paying for a $300,000 USD post isn’t necessarily going to be economical, but if you work with a network of influencers that are seen by some of the larger players then you have a shot at getting organic coverage and there's nothing better than that.” She believes in tapping into micro-influencers because they often influence bigger creators, setting the tone for 2025.  

TechDogs Takeaway:
 

• Marketers should focus on forging lasting connections with influencers to boost brand trust as consumers place a higher importance on transparency.

• For better engagement and cost-effective targeting, businesses should work with micro-influencers who have a following in niche markets to increase organic reach and brand awareness.

• To fulfill the demand for personalized content, brands should collaborate with creators whose principles are recognized by their target audience as customers react more favorably to influencers that genuinely support the brand.

Trend 3: User-Generated Content Will Spark Community Connection And Trust

 
In the social media arena, user-generated content (UGC) is quickly becoming the secret sauce that marketers cannot afford to ignore in 2025. The days of highly polished advertisements are gone as today’s plugged-in consumers crave for content that is more 'everyday' than 'runway.' UGC will give consumers exactly that - authentic snapshots from genuine users showing things in action, flaws and all.

User-generated content (UGC) is transitioning from an optional strategy to a must-have trend by 2025. This shift is beyond just a trend – it indicates that today's consumers want genuine, relatable content. Consider content created not by brand teams but by actual consumers sharing realistic-life experiences; stories that go beyond the polished surface of traditional marketing. UGC provides exactly that: a look beyond the curtain of "perfection”, with consumers showcasing items as they truly view and use them.

Can you think of the last time you remembered a commercial as vividly as a friend's recommendation? Millennials, for example, remember user-generated content 35% better than standard advertisements. This is how a personal touch of UGC adds up to the lasting impact. It's evident that 93% of marketers who implement UGC believe it beats brand-created content by a wide margin.

Semrush's 2024 social media trends study validates that user-generated content (UGC) generates greater engagement than brand-polished postings. For those looking for bottom-line outcomes, UGC not only increases clicks but also drives 88% greater social media interaction and 29% more web conversions.

Consider PlayMakers, which received $1.5 million in pre-seed funding to produce user-generated content across gaming platforms with the goal of emphasizing community voices. Another example can be Spotify's #FindYourFeels campaign, in which users revealed how music influences their lives, resulting in a truly compelling stream of personal tales. Madewell, too, leveraged the potential of UGC through #everydaymadewell, obtaining over 400,000 photographs and forging a cohesive, authenticity-driven community.

As Well Traveled’s Director, Laura DeGomez, says “As a service in such a visual industry, the ‘proof’ provided by member content is immeasurable. The beautiful trips discovered, planned, and booked on Well Traveled are a phenomenal marketing and retention tool”. This highlights how UGC becomes its own form of "testimonial" for brands.

TechDogs Takeaway:
 

• Brands should value authenticity ahead of perfection using real customer interactions, feedback and unfiltered tales as UGC to develop trust and establish a relatable, community-driven brand identity.

• To increase reach and loyalty, businesses should strategically position user-generated content (UGC) throughout social media, websites, emails and advertisements, boosting conversions and promoting real-world product experiences.

• Marketers should organize campaigns encouraging customers to share their stories and experiences via contests, hashtags or bonuses to generate excitement, engage customers and convert them into brand supporters.

Trend 4: Artificial Intelligence (AI) And Machine Learning (ML) Will Drive Hyper-Targeted Social Media Campaigns

 
For social media marketers, keeping pace is never more significant in a world where consumer preferences are ever-changing. Plus, attention spans are growing short. In the constantly shifting digital landscape, brands battle not only for attention but also for relevance and trust.

Gaining a deeper understanding of your audience and anticipating their demands before they are even expressed will be crucial to winning this battle. This is where Artificial Intelligence (AI) and Machine Learning (ML) enter the picture, providing previously inconceivable levels of insight and accuracy.

AI and ML are predicted to be social media marketers' go-to wingmen in 2025, enabling them to create campaigns that consistently hit the mark. By 2025, these technologies will be crucial for developing timely, relevant and personal advertising that establish an effortless connection with viewers like never before. The credit goes to the precise audience segmentation based on behavioral data. No longer guessing who’s interested in your content! Instead, you'll be able to find out exactly who’s craving for it.

To put some data behind the noise, 97% of firms that use AI technologies like generative AI & ML report significant benefits leading to greater productivity, better customer service and lower human error. Even small firms could experience positive results with  53% of owners saying AI has had a significant influence on customer experience.

The case studies are the proof. YouTube has been using machine learning, specifically deep learning, to recommend videos based on vast quantities of historical data. In another instance, Sephora, a beauty and personal care brand, increased its website sales by 10% by using AI chatbots on social media to provide tailored cosmetics recommendations based on user preferences and skin type. Heard of McDonald's? Well, they spiced up their social media marketing using artificial intelligence and targeted individuals using data and behavior, which resulted in a 27% revenue gain.

As Milou Pietersz, an experienced SMM strategist, puts it, “Incorporating AI into our strategies and workflows can unlock new opportunities for growth, efficiency, and creativity.” Undoubtedly, technologies like AI and ML are going to add immense value to social media in 2025 – making brand campaigns more intelligent, keeping viewers happier and their workload less taxing.

TechDogs Takeaway:
 

• Utilizing AI-driven information, SMM teams can provide hyper-targeted content that suits user preferences and increases engagement and loyalty, such as individualized posts, videos and interactive experiences.

• To ensure real-time responses, businesses must use AI/ML to automate trend monitoring, customer interactions and content scheduling, leading to relevant, timely and consistent engagement across platforms.

• To minimize guesswork and make data-driven decisions, brands should use AI-driven predictive analytics to foresee trends, manage ad spend and update strategies in real-time for optimal return on investment.

Trend 5: Augmented Reality (AR) And Virtual Reality (VR) Will Create Immersive Experiences That Bring Brands To Life

 
Do you recall the scene in Jumanji where the characters come to life and the world turns into an immersive adventure game? Well, AR and VR are helping brands achieve just that – without the hunting and running, of course!

Augmented Reality and Virtual Reality are stepping up to transform the digital space into a playground where marketers can put themselves in their audience's shoes. More than just visually appealing gimmicks, these technologies give brands opportunity to develop engaging, immersive experiences that will make consumers feel closer than before.

AR lets consumers imagine products in their own contexts - such as a new piece of furniture or an outfit, helping them feel more confident in their choices. VR goes a step further and immerses consumers in branded environments, evoking emotional responses through storytelling. With these advancements, virtual events, gamified events and shareable content are on the rise, offering marketers new methods to engage audiences and build loyalty.

The impact of AR and VR on social shopping is undeniable. Over 85% of consumers who interact with these technologies already shop socially, with Gen Z (32%) and Millennials (30%) leading the charge. Additionally, customers are 27% more likely to buy after seeing a product in 3D and 65% more likely to make a purchase after experiencing it in AR.

Many brands have already adopted these technologies for real-world applications. Starbucks created an Augmented Reality filter in their app allowing consumers create their own holiday-themed red cups with festive patterns and hues. Meanwhile, Swedish furniture giant, Ikea, introduced Ikea Place, an app created in partnership with Apple, enabling users to digitally arrange furniture in their homes with 98% accuracy.

As Michael Valdsgaard, former leader of digital transformation at Ikea stated, “Augmented reality and virtual reality will be a total game changer for retail in the same way as the internet. Only this time, much faster”. Brands that adopt this rapidly evolving technology now are building the road for future customer involvement that is deeper, more involved - most importantly, much more enjoyable. After all, what's better than developing something that your audience not only sees but also feels?

TechDogs Takeaway:
 

• Businesses should optimize AR and VR for mobile platforms, making experiences obtainable without additional apps, thus increasing engagement and expanding reach, as mobile usage dominates social media.

• To make their storytelling more captivating, memorable and shareable, businesses should develop VR-driven branded environments with engaging storylines that resonate with consumers.

• Gamifying social media with AR/VR aspects such as scavenger hunts and interactive filters can help brands increase engagement, stimulate user-generated content and improve community loyalty.

To Sum It Up

“The only constant in life is change.” – Heraclitus

This timeless saying blends perfectly into the theme of evolving social media trends and reminds every marketer, the importance of staying adaptable in the fast-paced digital world.

As you approach 2025, consider these trends not as the next huge thing but as an opportunity to express your story, create experiences and make meaningful relationships. Be prepared, adaptable and most importantly, be faithful to your brand. Because unlike dinosaurs, you have the ability to anticipate changes and adapt to it. The future is social - make sure your brand is, too!

As social media continues to blur the boundaries between conversation, entertainment and buying, these social media marketing future trends offer a unique chance in 2025 to reinvent how brands interact with their target audience.

Are you ready to make the next move in the social media jungle?