DARING TO CHANGE: RETHINKING SOCIAL MEDIA IN 2025!
The world belongs to the brave! We show you the current social media trends that will definitely not let you down in 2025.
In the dynamic world of social media marketing, companies are constantly faced with the challenge of adapting and rethinking their strategies. While brand consistency has traditionally been seen as the key to success, the digital world is increasingly opening up room for creativity and experimentation.
So how can brands find the balance between tried and tested principles and innovative approaches? Don’t worry, we’re here to help!
In this article, we take a look at the current trends and opportunities that 2025 holds for social media marketing and show you how you can skilfully strengthen your company’s presence in the digital space!
Bye bye brand consistency?
With the new creative possibilities offered by social platforms, it’s time to play with your brand consistency – to push the creative boundaries!
The trend is towards experimentation: brave companies are now testing different content to see what resonates best with the community.
Channels that regularly post creative and new content are more likely to see a positive impact on their business (and therefore achieve more positive results).
In 2025, more and more companies will step out of their creative comfort zone and test content that goes beyond their brand guidelines – after all, social media is the perfect playground to be creative, right?
Roll the film!
Videos will remain the leading format on social media in 2025 – but they are evolving.
Platforms such as TikTok and Instagram have recently been increasingly focussing on long-format content in order to offer the opportunity to post more in-depth and detailed content.
The challenge now lies in combining both formats: Short videos are here to stay to drive reach and engagement, while longer content is here to drive customer engagement. Either way, the new formats now allow messages to be presented in a comprehensive, versatile and effective way.
Comeback of the images
Images are celebrating a comeback in 2025 – and carousels are taking centre stage.
Now that Instagram no longer wants to be a photo platform, carousels are slowly moving back into the limelight. Carousels are now more than just a series of images – they are a strategic tool. Whether product launches, instructions or behind-the-scenes insights and so on – carousels tactically create interactions and increase dwell time.
Good to know: Carousels in combination with trending audio can not only increase reach, but also appear in the Reels feed!
The art of trendjacking
For a long time, going viral was the only goal – today we know that random and fleeting moments of virality are ineffective and inauthentic. However, there is a big difference between ‘going viral’ and utilising trends wisely. In 2025, companies should aim to go viral on a smaller scale and in a more target group-orientated way in order to achieve their goals more effectively.
In other words: select trends and implement them in a creative and brand-orientated way!
AI again?
Many were (and still are) concerned about what AI could mean for the future of social media managers.
In 2025, however, we see AI as a significant advantage: in particular, the use of generative AI for social media content creation has greatly increased.
In-depth research from Hootsuite and Critical Truth has found that brands should aim to communicate across platforms – and that’s a lot of work!
Generative AI is here to help: from writing captions and translating scripts to creating images and drafting influencer proposals, AI is currently the favourite assistant.
Routine tasks such as comment moderation could be automated, saving time and simplifying work processes. At the same time, AI analyses provide important insights into which content really works. This allows you to direct resources to formats that are well received by your target group!
Employees become the brand...
In today’s marketing landscape, it is becoming increasingly difficult for companies to build trust. In 2025, employee-generated content will therefore become an effective tool in social media marketing: insights into everyday working life or the corporate culture – and this from the company’s own employees – have a credible effect and create a closeness that other formats can hardly achieve.
Employees are constantly producing content in their day-to-day work anyway when they exchange ideas with their colleagues, share information or talk about their work outside the company with friends or on social networks. So why not use this content?
Especially as your own employees bring new ideas, new perspectives and a breath of fresh air to your social media strategy!
... so does the community
Users are more likely to trust real testimonials than traditional adverts – every company knows that by now. User-generated content is playing an increasingly important role, especially in industries such as fashion, travel and gastronomy. This content not only appears more authentic and leads to a stronger bond with your brand, but also saves time and costs for creating content – especially as the trend is towards micro-influencers.
These influencers have a community of between 1,000 and 100,000, but appeal to a more specific audience. The deeper connection and authentic relationship with the community can support the company in the long term.
We hope this insight into the developments in social media marketing has inspired you and opened up new perspectives. The year 2025 still holds many surprises in store, and it will be exciting to see how the trends develop.
If you still feel overwhelmed by the multitude of possibilities: We’re ready to give your social media strategy a real whirl!
