Social Media Trends 2025

Social media in 2025 is more dynamic than ever. While many of us scroll the same apps, each generation uses them differently, and platforms are evolving fast. From the rise of Threads to the continued dominance of short-form video, staying visible means knowing exactly where your audience spends time and what they expect

In this blog, we explore the key trends shaping social media this year and what they mean for your strategy.

What Platforms Do Different Generations Use?

Although we all use the same apps, our social media behaviours vary significantly by generation. As highlighted in our previous blog posts, video content continues to dominate, especially among Gen Z and younger audiences. Gen Zers primarily use YouTube and Instagram, with Snapchat notably distinguishing them from other generations. Usage of X (formerly Twitter) has declined across all generations, yet it remains among the fastest-growing apps in terms of daily engagement. Facebook remains the most used app among older generations beyond Gen Z. TikTok has climbed to fourth place in popularity across all age groups, while Threads has gained significant traction among millennials. The Chinese app Kuaishou is notably favoured by Gen X, and Baby Boomers increasingly engage with the neighbourhood community app Nextdoor.

Image Source: The 2025 Social Media Report. GWI.

Millennials are leading in Threads usage, but they aren't alone. Threads is currently the fastest-growing platform among all generations, boasting an impressive +89% year-on-year increase in daily usage. Additionally, Threads users are more inclined to engage with news content on social media, making it a prime platform for media companies aiming to expand their readership, particularly as Facebook has deprioritised news and X has become less publisher-friendly.

Image Source: Reuters Institute Journalism and Technology Trends and Predictions 2025 report.

The most popular apps also vary by country, but this provides a good overview of the global situation.

Underutilised Channels in Marketing

According to the GWI survey, platforms like YouTube, TikTok, Snapchat, and Reddit are currently underutilised by marketers. If you're aiming to capture attention, it's essential to be active on platforms where your audience is highly engaged. Thorough research into where your target audience spends their time online is critical to enhancing your content's reach and effectiveness. 

Best Platforms for Growth: Where Is Visibility Easiest to Achieve?

If you're just starting out, building your social media presence can be challenging. The ease of growth depends significantly on the platform, its algorithm, and how saturated it has become. YouTube, Instagram Reels, and TikTok generally offer greater opportunities for account growth, whereas LinkedIn, Twitch, X, and Facebook can be more difficult environments in which to build visibility. Smaller accounts with fewer than 2,000 followers tend to struggle more with standard Instagram posts, X, and Twitch but usually find greater success with platforms like YouTube, TikTok, and Instagram Reels.

Image source: 2025 Social Media Study. Metricool.

Why Do People Use Social Media?

People spend time on social media for various reasons: to make connections, discuss opinions, and seek entertainment and ways to pass the time.

A growing reason is consuming news. It’s the top reason on many text-based apps, but it’s a growing reason on video-heavy platforms, too. Since late 2021, the number of people giving “keeping up-to-date with news” as a reason for using TikTok has grown by +58%, and among Snapchat users, the percentage is +30%.

The use of social media for communicating with friends and family, as well as for searching for information about brands, products, and global events, is also on the rise. Social platforms are, indeed, increasingly functioning as search engines in their own right. Maintaining an active presence on social media is crucial, not only to meet this shift in user behaviour but also to enhance visibility in both traditional search engines and AI-powered search tools.

Because social media search features are being used as search engines, you also have to remember to optimise your captions and hashtags. Use relevant keywords in captions, descriptions and on-screen text to improve your chances of being noticed.

Image Source: The 2025 Social Media Report. GWI. 

From brands, users want authenticity, originality, relatability and entertainment. 49% of consumers say a brand’s originality makes them stand out on social media. The content being polished and product-centric is seen as less important. 

Creating Communities

The growing popularity of private online communities, such as Discord Channels, Facebook Groups, WhatsApp Groups, DMs (direct messaging), and group chats, indicates a shift in user behaviour. These channels offer a sense of exclusivity and belonging, fostering deeper engagement and interaction among members. As more than two-thirds of internet users participate in online communities, it is clear that these spaces play a significant role in digital communication and social connection.

Key factors contributing to this trend:

• A desire for connection with like-minded individuals sharing similar interests and values.
• A preference for controlled, safe environments for open dialogue.
• Relief from content fatigue and the need for quieter, more personal interaction spaces.

For brands, the creation and cultivation of a community can yield substantial benefits. By providing a space for open communication and shared experiences, brands can build authentic relationships with their customers, fostering a sense of loyalty and advocacy. This is supported by research that indicates that 60% of consumers are more likely to remain loyal to a brand that offers them access to a community.

Tips for fostering community:

• Create dedicated brand community spaces on platforms like WhatsApp, Facebook, or Discord.
• Develop interactive content such as polls, Q&As, AMAs (Ask Me Anything), and virtual meetups.
• Actively engage by answering questions and initiating conversations in comment sections.
• Use audience feedback to create follow-up content.

Another way to foster the feeling of community is to proactively start conversations:

• Engage proactively by commenting on posts from creators and similar brands.
• Ensure timely interaction; comments on posts older than 24 hours see reduced engagement.
• Maintain optimal comment length (10-99 characters) for maximum effectiveness.
• Avoid comments containing only emojis; always add meaningful contributions.

Most social media users (73%) will take their business to a competitor if a brand doesn't respond to them on social media. Therefore, brands must respond quickly to social media inquiries, as nearly three-quarters of consumers expect a response within 24 hours or less. Social media is a part of the customer experience, and bad experiences can put consumers off. 

Video Content Is Still King

Video content remains dominant in 2025. TikTok continues to rank among the most-used apps across all age groups, while YouTube is especially popular with Gen Z.

The short-form video trend has also expanded to platforms that were traditionally text-based: more than a quarter of LinkedIn users have now watched a video in the past month. Facebook and X have also embraced video, with over 59% of Facebook users and 43% of X users (24% long-form videos) having viewed video content recently. Even Substack has joined the movement, launching a TikTok-style video feed to tap into the demand.

On Instagram, some major news outlets rely more on the video feature Reels than picture carousels to deliver their content. Reels have seen a 25% rise in engagement since 2021, and the platform is reportedly considering a standalone app for video content, intended to compete with TikTok or potentially replace it if a TikTok ban comes into effect in the United States.

YouTube Shorts are also on the rise, with over half of the platform’s users engaging with short-form video content.

Image Source: The 2025 Social Media Report. GWI.

With high competition on video platforms, merely creating random videos isn't enough. To succeed, your content must quickly captivate your audience. Notably, 93% of consumers and 98% of social media practitioners emphasise the importance of keeping up with online trends and culture.

Creating Effective Short-Form Video Content:

• Capture viewer attention within the first 3 seconds using a compelling hook.
• Ensure content is authentic and entertaining.
• Consider the relevance and suitability of online trends for your brand, but be fast: 27% of users consider brand jumping on a trend to be only effective within 24-48 hours.
• Avoid blindly following trends; misunderstanding can alienate your audience.
• Adapt and repurpose content across multiple platforms to maximise reach and engagement.
• Prioritise quality over quantity in your video production efforts.

Image source: 10 social media trends you need to know in 2025. Sproutsocial.

Trends can be good content, but also tricky to get right to appeal to your audience.

Who Do People Follow on Social Media?

Humour and entertainment dominate social media engagement in 2025, with meme and parody accounts among the most followed. Influencers have also seen a significant rise in popularity since 2020, now ranking sixth among the most followed account types. In contrast, traditional publications and brand pages have experienced a steady decline in followers.

Image Source: The 2025 Social Media Report. GWI.

The ways young audiences consume news are shifting dramatically. Platforms like TikTok, Instagram, and YouTube have become primary news sources, with many users favouring influencers over traditional journalists. These influencers, supported by loyal followers, present news in relatable formats that resonate with younger demographics. This shift underscores the evolving nature of digital discourse, where online creators wield increasing power in shaping public opinion.

For brands and media outlets, collaborating with influencers who align with their target audience offers a strategic path to growth. The effectiveness of a partnership isn’t dependent on massive follower counts; relevance and engagement matter more.

Image source: Reuters Institute Digital News Report 2024.

And while brand accounts may not attract large followings, this doesn’t equate to failure. Algorithms now surface content based on user interests rather than who they follow, so brands should measure success through watch time, post saves, video completion rates, views, likes, and shares — not follower counts.

How Do Social Media Users Feel About AI?

The rapid advancement of AI is transforming how we work and conduct business, especially in marketing. Many marketing leaders are actively using and investing in AI tools. Half of marketing leaders say they want to maximise their AI tool use, and 48% want to invest in more. Since 2023, the use of AI for social media management has grown exponentially, highlighting AI's potential to optimise strategies, streamline content, enhance engagement, and drive marketing effectiveness.

Image Source: Social Media Trends 2025. Hootsuite.

However, AI-generated content still faces scepticism. While platforms like TikTok show higher acceptance, 50–31% of consumers across channels report liking content less if they know it was produced by AI.

Image Source: The 2025 Social Media Report. GWI.

This discomfort intensifies around the news. According to the 2024 Reuters Institute Digital News Report, only 36% are at ease with AI assisting in news production, and a mere 19% are comfortable with AI-generated news content.

Image source: Reuters Institute Digital News Report 2024.

AI works best as an assistant, not a replacement. It’s widely used to automate repetitive tasks, streamline workflows, and assist with ideation. A substantial 83% of marketers say AI helps them produce significantly more content, and many believe it reduces creative burnout. These tools can also optimise posting times and identify emerging trends. Still, relying on AI to generate content verbatim is risky; Coca-Cola’s widely criticised AI-generated Christmas ad serves as a cautionary tale.

Key Takeaways

• Different generations use the same platforms, but differently: know where your audience spends their time.
• Threads, TikTok, and Reels are on the rise and growing fast across all age groups.
• YouTube, Instagram Reels, and TikTok are the best platforms for growth.
• Video content is essential, and short-form videos in particular continue to see strong growth
• Private communities build loyalty, think Discord, WhatsApp, or Facebook Groups.
• Consumers crave authenticity: polished isn’t always better.
• Influencers outperform brands: make the most of it but choose your partners wisely.
• AI is a powerful assistant, but not yet to be trusted to create content on its own.