If there is one thing social media guarantees, it is change.
Just when you think you have a handle on things, another shake-up comes along.
New algorithms, shifting trends, and platform updates keep marketers on their toes. Already this year, we have seen TikTok banned and unbanned, Instagram changing its profile feed dimensions, and even more updates rolling out as we speak.
For businesses trying to grow online, it can feel like a never-ending game of catch-up. You put in the effort, posting, engaging, and experimenting, only to see crickets in return. It is frustrating, even disheartening, when social media marketing feels more like a time drain than a growth tool.
However, staying ahead does not have to mean running yourself into the ground. With the right insights and strategy, you can work smarter, not harder, and actually see results from your efforts.
That is why we are breaking down seven key social media marketing trends that will shape 2025.
Whether you are fine-tuning your approach or looking for fresh ideas, these trends will help you cut through the noise and make your social media work for you, not against you.
AI-Driven Enhancements
AI for creative enhancements are here whether we like it or not. Brands and businesses in 2025 will use the advancements in AI tools to their advantage to streamline their processes and output of work.
You can use a variety of AI tools across different platforms specifically to suit your needs. Examples of AI usage in your business could be:
- Instagram DM automation – using automation apps to drive more conversions, sales and leads to be active on Instagram 24/7. Try out Manychat and Trengo apps to get you started
- Content creation – AI-driven images and videos
- Optimising Facebook ads, for predictive copy, audiences etc
- Easily tailor posts to different audiences across social media platforms
Using Social Media as a Search Engine
In 2025, social media will increasingly be used as a primary place for people to search online over other places on the internet.
Many people will turn to Instagram, TikTok and YouTube even more so to fulfill their search needs, particularly with visual and conversational searches increasing rapidly.
Social media platforms already have discovery engines, and this is being used for people looking for products, services, and events, for example – “where to go for brunch in Geelong”, or “best things to do in Geelong in summer”.
This brings up relevant content based on keywords and location tagging to show visual searches of imagery and videos people have created. It also feeds in UGC content that people likely trust with audiences
In saying this, Google will always remain as a place of content providing authoritative, detailed and diverse research, and often text-heavy content to fulfill search needs.
Social Media eCommerce Shopping
Social media eCommerce will continue to grow, with a focus on seamless and integrated experiences with the apps being a one-stop-shop for content, entertainment and shopping, even more than it already is.
In-app shopping will continue to grow in 2025, with new features allowing businesses to sell products directly within social media apps, reducing the steps to converting a potential customer.
A few examples of updates that we could see roll out in 2025 are AI personalised shopping feeds, new in-app shopping filters to be able to shop by ethical standards, live streamed shopping experiences with direct shopping links, and instant checkouts featuring in-app payment systems built-in for ease of checking out.
Influencer Marketing
Micro and nano influencers will become more valuable as brands look for more authentic, niche communities to be aligned with their brand.
There is a trend towards partnerships with influencers to feel more like collaborations, with shared creative control and longer-term engagements.
This has the benefit of an influencer having time to build trust with your audience over a period of time rather than once-off appearances with brands.
Community – engaging in comments, DMs and @-mentions
Engaging with your community and audience on social media is more important than ever.
Users of social media use the platforms as a form of customer service, so it is really important as a business to keep on top of your comments, DMs and @-mentions when users are engaging with you.
Engaging with your community is also used for building brand loyalty, trust, getting real-time feedback and more.
According to the 2025 Sprout Social Index study, social media platforms are the preferred method of customer service, saying “73% of social users agree if a brand doesn’t respond on social, they’ll buy from a competitor”.
Businesses will need to invest in authentic, transparent, and value-driven community-building to foster long-term relationships with their audiences.
Playful, authentic content
In 2025, as our attention spans are getting even shorter, content that is playful and authentic on social media will be important in drawing people’s attention.
You don’t have to jump onto the latest trending content and start dancing in front of the camera, but you need to consider what content is fun and is shareable within your community.
Content that is real, relatable and engaging over polished and scripted content will be what continues to draw attention to your brand.
Here are some reasons you should be producing authentic content in 2025:
- It builds genuine connections with the audiences you want to attract
- Engagement over perfection — users want to see authentic, playful content that encourages genuine interaction in a world of polished, high-budget advertising they are being served
- Fun, authentic, and organic content is more shareable on social media, that’s how the game works. If you lean into this type of content you are more likely to “go viral” with your content. If someone resonates with your content, finds it funny, or feels inspired, the likelihood of it being shared with their network is higher.
Social Media SEO
Social SEO refers to how your social media presence and engagement can impact your website’s search engine rankings.
Search engines are increasingly factoring in social signals such as likes, shares, and comments, when determining content relevance and authority.
In 2025, social SEO will be a major trend as social media platforms become key sources for discovery and search.
Businesses will need to adapt by incorporating social signals, user-generated content (UGC), and video into their strategies to boost visibility, credibility, and search rankings in the continuously evolving digital landscape.
To succeed in 2025, brands must consider adapting to the fast-pace world of social media marketing by embracing the changes that roll out throughout the year.
Ultimately, it’s up to you to decide what changes are relevant for your business, but staying updated on trends will be key to remaining relevant on social media in 2025.
Ready to take control of your social media marketing? Book an obligation-free consultation to discuss what strategy will work best for you.