With over 56 million social media users in the UK alone, the way we connect, scroll and shop is evolving faster than ever.
But in 2025, social media won’t just be about posting polished pictures or jumping on viral trends – it’ll be about authenticity, community and purpose. From the growing influence of employee-generated content to brands becoming more selective about where they drop their comments, here are our social media trends to watch in 2025.
1. Authentic content
Forget picture-perfect posts. In 2025, audiences will crave content that is unfiltered, bold and authentic. Whether it’s behind-the-scenes footage, spontaneous moments, or even acknowledging mistakes, brands that stand out will be those that feel raw, relatable and real.
And it doesn’t stop there – adventurous brands are taking authenticity to the next level by testing out distinct voices and personalities that break away from their usual marketing tone. These bold moves are winning audiences over, with creative content not just being noticed, but celebrated. Why? Because authenticity builds trust, and trust signals reliability. When your audience sees the genuine side of your brand, they’re more likely to connect with you on a meaningful level, remember your content and come back for more.
2. Employee-generated content
First, it was influencer-generated content. Then, user-generated content. Now, 2025 is set to be the year of employee-generated content (EGC). Employees as the influencer-style content, or more commonly referred to as employee-generated content (ECG) is the newest style of content sweeping the internet.
EGC offers a transparent view of the people behind the brand they support, allowing you to create a human connection that traditional marketing can’t replicate. It boosts engagement, enhances brand awareness, and provides a transparent view of company culture – all while helping you save on budget. A win-win!
3. Social commerce
Shopping has officially gone social. From Instagram’s shoppable posts to TikTok’s in-app checkout, consumers now expect their favourite platforms to double as digital storefronts, making it easier than ever for brands to drive conversions. And as the line between browsing and buying continues to blur, brands must make the journey from “liking” to “loving” - and then to buying as smooth as possible.
In 2025, features like shoppable live streams will be a key tool for businesses looking to convert casual scrollers into loyal customers – think live-streamed product launches where users can shop instantly. Augmented reality (AR) and virtual reality (VR) will also bring the benefits of in-store shopping online, further enhancing the shopping experience. Brands that adapt to these advancements will be well positioned to take advantage of this growing trend.
4. Outbound community engagement
Posting content and waiting for likes just won’t cut it in 2025. Brands must actively participate in conversations, leaving thoughtful comments and engaging with audiences across multiple platforms.
In 2025, it’s all about purposeful interaction. This means moving beyond random comments on viral posts to intentional, value-driven interactions that align with your brand’s mission and audience interests. By jumping into the right conversations and adding value, your brand can develop a personality that feels real, relevant and approachable.
5. The rise (and possible ban) of TikTok
TikTok isn’t slowing down anytime soon. In fact, it’s still one of the fastest-growing platforms, and it’s becoming the place for viral, creative, and engaging content. For brands, it’s a goldmine of opportunities to connect with a younger audience through short-form video.
However, with the talk of a potential ban of TikTok in the U.S., there’s some uncertainty. And while we're sure going to miss our American creators, it’s a reminder that social media will remain focused on video content. In 2025, it is expected that social media users will spend over 60% of their time on social networks watching videos, which has increased from 33% in 2019. To stay ahead, brands should create short-form videos that stay true to your brand voice, regardless of what is trending.
6. AI and social media
AI is everywhere, and it’s definitely something brands can’t ignore. From Meta’s AI-powered Instagram accounts to AI-driven chatbots, businesses are using AI to generate posts, captions and even video scripts faster than ever before.
In 2025, expect AI-driven personalisation to get smarter, delivering tailored messages based on a user's preferences, browsing habits and demographics. However, authenticity is crucial, meaning successful brands will have to find a balance between AI efficiency and adding a human touch.
Need social media support in 2025?
If you’re looking to refine your social media strategy and make the most of these trends, we can help. As new homes marketing specialists and experts in creating engaging and authentic content, we can guide you through the social media changes and help you get the best out of the channel in 2025.
You can get in touch with our social media experts here.
