Here in the digital age, there’s no such thing as a successful marketing campaign that ignores the importance of social media. 

Modern consumers don’t just rely on social media platforms like Facebook, Twitter, and Instagram to keep in touch with their friends and relatives or connect with audiences of their own. 

They also use them to research products they’re considering and build connections with brands they’re interested in, making it a must for businesses across every industry.

But establishing a solid social media presence isn’t something you do just once. 

Algorithms undergo constant updates, and trends come and go. The expectations and tastes of your audience are constantly evolving, as well, so staying ahead of the curve is a must. 

Here’s a look at some of the most critical social media trends in 2025, straight from the experts.

7. On-Platform Shopping Is a Must-try

The pandemic may have jumpstarted this trend, but online shopping was such a game-changer that it’s still massive.

Consumers love being able to buy the products they want without having to visit an outside website.

This means options like shoppable social media posts, on-platform marketplaces, and similar experiences are getting hotter and hotter.

8. Geo-targeting Is a Big Thing for Advertising

Localized digital marketing has always been a big deal for business owners who need to focus on getting customers through the doors of a traditional brick-and-mortar location, but that’s not all. 

Geo-targeting is a mainstay on social media, as well, which continues to see an increasing degree throughout 2025 and beyond.

Explore ways to reach your existing clientele by adding locations to your content, as well as tap into new demographics from fresh locations. 

And, of course, geo-targeting is a must for sponsored posts, especially for businesses that can benefit from marketing to one or more specific locales.

9. Video Content is Still King

YouTube users devour video content to the tune of over a billion hours daily, and it’s not hard to see why.

Video is easy to consume, especially on mobile. Video is perfect for brands and content creators to set themselves apart and let unique personalities shine.

Many brands are doubling down on their video content creation, and not just on YouTube. Video is just as popular on TikTok, Instagram, Facebook, and more.

10. Influencer Marketing Continues to Be Essential

These days, it’s almost impossible to think about social media marketing without also thinking about influencer culture, as the two now go hand in hand. 

And even more importantly, this is a trend that stays very relevant as we proceed into 2025 and beyond. So if you’re not already using influencers in your marketing campaigns, start now.

Influencer marketing really does offer brands the best of all worlds. It’s inexpensive, especially in comparison to more traditional advertising options. 

However, it’s also a highly effective and reliable way to reach the coveted millennial and Gen Z demographics. 

You don’t necessarily need to connect with huge mega-influencers to see these results, either. 

Micro-influencers actually tend to have stronger, more intimate bonds with their audiences, leading to higher overall conversion rates for sponsors.

11. Personalization Is a Must

Personalized digital experiences are far from new, but they’ve become increasingly important over the years. 

Now they’ve officially reached a point where they’re considered essential, meaning their absence could make or break a brand’s marketing campaign. 

People expect a tailored experience in practically every instance these days, including on social media.

Naturally, you won’t be able to tailor all of your everyday posts to every possible demographic, but you can certainly embrace the benefits of personalized social media ads. 

Such ads are ideal ways to show the right message to precisely the right person at the opportune time, so use them to your advantage in 2025 and beyond.

12. User-Generated Content Stays Extremely Popular

Partnering with everyday users across social media has been the secret sauce to social media success for a while now, and it stays huge in 2025. 

In fact, you should expect it to grow as more and more brands embrace user-generated content and integrate it into their ongoing marketing strategies. 

Today’s consumers love feeling like they’re part of the story behind their favorite brands, and user-generated social media content helps them do that while boosting their bottom line.

You don’t necessarily have to follow in the footsteps of brands like Airbnb and rely entirely on user-generated content, but you should look for ways to place it front and center. 

For example, encourage your users to take photos of themselves using your product and tag your brand. 

Create fun, engaging contest-style campaigns and invite your customers to participate. It’s fun for your audience and powerful free advertising for you.

13. Watch for Twitter to Jump Headfirst Into the Video Craze

If you’ve been paying attention since last year, you’ve no doubt noticed that many recent social media trends positively revolve around video. 

So surely you didn’t think Twitter wouldn’t be diving in on a major level with innovations of their own. Video content already enjoys massive reach across pretty much every platform, and Twitter is no exception.

In other words, if you haven’t already considered making video content part of your Twitter-facing branding campaigns this year, it’s officially time to get started.

14. Smaller Platforms are Rising in Importance

Facebook, TikTok, and Instagram may still be the heavy hitters, but they’re far from the only players.

Many social media trends for 2025 find creators and brands alike embracing niche platforms like Pinterest, WeChat, or Reddit.

Size isn’t as crucial as it once was in a social media platform’s ultimate success, so there’s room for brands to grow if they make the right choices.

15. Gated Content is Growing

Although the age of amazing free social media content isn’t over, many creators are leaning into exclusive gated content.

Subscriptions and exclusive content options are available on top platforms and are proving to be great ways to form stronger relationships with audiences.

Consider whether going the same route is a good fit for your brand.

16. Inclusivity Is a Dominating Force

Today’s consumers, especially younger demographics, take social justice and representation very seriously. 

Over the past three years, brands and marketers have risen to the occasion by looking for ways to make their approaches more inclusive. 

Watch for that trend to not only grow in 2025 but evolve into a full-fledged necessity.

Prioritize staying on top of relevant social trends, and look for ways to respectfully integrate them into your branding and marketing efforts. 

Today’s consumers are setting higher and higher bars for the brands they buy from, and they want to make sure a brand is committed to social responsibility before reaching for their wallets.

17. Deep Personal Relationships Remains Crucial

The days of generic, impersonal marketing approaches are long over. 

The rise and subsequent ubiquity of social media combined with evolving social values have made the personal route the only way to go. 

This approach is more than a flash in the pan, so don’t expect it to go anywhere anytime soon (or ever, for that matter).

Watch for an even clearer shift in how brands use social media to make intimate, mutually enjoyable connections with their audiences. 

Empathetic engagement, heartfelt messages, and campaigns that in turn help consumers connect with each other are massive, as are reaching out to new audiences. 

Make sure you’ve been planning your advertising campaigns accordingly.

18. Much More Augmented Reality

The buzz surrounding augmented reality as one of the most exciting up-and-coming social media trends hasn’t even come close to dying down. AR continues to evolve in 2025 and beyond.

For example, options like filters aren’t just for Snapchat lovers anymore. They’re also wildly popular on TikTok, Instagram, and Facebook, with many brands hopping on the bandwagon to the tune of great success.

So are digital influencers who use AR to leverage AI technology, “try before you buy” experiences for brands, and monetized live streams.

Consider which of these options might be the best fit for your marketing goals and integrate them into your own ongoing strategy.

Wrap Up: How Has Your Brand Been Boosting Conversions in 2025?

As you can see, social media continues to be a pillar of any comprehensive digital marketing campaign in 2025 and beyond. 

Fresh new features, exciting innovations, and global shifts toward social awareness bring with them plenty of opportunities to get ahead of the competition and attract new customers.