Ever-evolving, social media is a space full of new updates, features and even channels (Hello Blue Sky!) – meaning it changes faster than most of us can keep up.
Reviewing trends and insights from the last 12 months, our social team has the scoop on what we can expect in 2025.
Community driven strategy
Instagram broadcast channels, Facebook Groups and growing use of smaller platforms – like Threads or Blue Sky – are seeing people engage more and more with focused communities – something brands are catching on to!
Instagram broadcast channels act as a powerful tool for audience engagement and community building. These platforms offer unique opportunities for direct, two-way communication, allowing brands to create more intimate and interactive relationships with their audience, fostering a sense of belonging, gathering valuable customer insights, driving brand loyalty, and creating a more dynamic and responsive marketing approach that goes beyond traditional one-way advertising methods.
The importance of the UGC creator
With it being an ever-changing landscape, keeping on top of the requirements ensuring strong social content can be tough. While influencers play a part here, user-generated content (UGC) creators have emerged as a powerful tool for brands seeking authentic and relatable social media content. These creators have turned a love of videos, photography and storytelling into an entire business run from their phones, producing genuine, unpolished content that resonates with audiences by showcasing real-life experiences and product interactions. These creators are typically everyday consumers who create content that feels more trustworthy and less overtly commercial, helping brands connect with their target demographic in a more organic and credible manner.
By leveraging UGC creators, companies can benefit from lower content production costs, increased engagement rates, and enhanced social presence, as consumers are more likely to trust recommendations and experiences shared by people who seem like their peers rather than professional models or celebrities.
The commerce revolution
Social media is evolving to become one global, 24-hour, high street, shopping destination. Livestream shopping has exploded, with creators turning product showcases into must-watch entertainment. It’s not just about showing a product; it’s about creating an entire experience.
Imagine scrolling through Instagram and suddenly being part of an interactive shopping event where you can ask questions, see real-time demonstrations, and buy instantly. No more endless clicking and no more abandoned carts.
Short-form content evolves
The rise of shorter attention spans, coupled with increasingly sophisticated algorithms that prioritise quick, entertaining content, has made short-form videos a dominant medium for social media – driven further forward by the rise in popularity of TikTok.
In 2024, the optimum length for a Reel has decreased – according to a recent video from Instagram CEO Adam Mosseri – and now sits at 15-20 seconds.
The days of when social was just dance videos has long gone. However, brands now have to work even harder to get their core messages across in a much shorter space of time.
Social media will continue to evolve towards even more bite-sized, interactive video content. Micro-videos, live interactive streams, and content formats that encourage real-time audience participation will dominate, with platforms developing more sophisticated tools for quick, engaging content creation.
The bottom line? Social media in 2025 is all about real connections, killer content, and experiences that mean something. It’s not just about broadcasting – it’s about genuinely connecting.
