If you want to reach new audiences, spark engagement, and get good click-through rates, staying ahead of what’s trending isn’t optional—it’s how smart brands win attention in a crowded feed.
Platforms evolve. Algorithms shift. And audience expectations keep climbing. To stand out in 2025, marketers need to lean into the latest trends shaping how people discover, engage with, and trust brands online.
In this article, we’ll break down this year’s top social media trends and what they mean for your strategy.
Note: The brands and examples discussed below were found during our online research for this article.
1. Short-form video content continues to dominate
Short-form video has been one of the biggest social media trends in recent years, and it’s not slowing down. TikTok may have popularized the format, but platforms like Instagram and YouTube have made it a staple with Reels and YouTube Shorts.
This shift has changed the way brands approach social strategy. Instead of focusing primarily on static posts, many marketers are reallocating budgets and resources toward creating compelling short-form video content.
The most successful videos hook viewers within the first few seconds, but that doesn’t mean you need a professional video team to pull that off. With a smartphone, some simple editing tools, and a strong concept, brands of any size can create scroll-stopping video content.
2. Social media users look for community
People don’t want to just follow brands or creators passively; they want to be involved. Today’s social media users expect connection, conversation, and a sense of belonging when they engage online. In fact, 27% of social media users actively participate in online communities—and that number jumps to 40% for Gen Z and millennials.
For social media marketers, that means growing follower counts alone isn’t enough to meet your goals. Success now depends on building engaged communities, not just large audiences.
Fortunately, most social platforms offer tools to help foster that connection. Quizzes, polls, and other interactive content (especially on features like Instagram Stories) encourage quick responses and real-time engagement.
Live streams are another powerful tool. Platforms like Twitch, Instagram Live, and YouTube Live let brands interact directly with followers, answer questions in real time, and show off new products in a more personal, unfiltered way.
And thanks to free social media management tools, planning this kind of content doesn’t have to be overwhelming. Scheduling interactive posts ahead of time can help you stay consistent and keep your community engaged over the long term.
3. User-generated content resonates with audiences
User-generated content (UGC) is having a major moment, and for good reason. Today’s social media users prefer and trust real customer experiences more than overly polished brand content. UGC feels more authentic, relatable, and credible because it comes directly from consumers, not marketing teams.
This means it’s time to level up your UGC game. One approach is to partner with influencers known for their authenticity. They can create content like product reviews or tutorials that naturally expand your brand’s reach and credibility.
Another smart move is to encourage your customers to share their own experiences on social media and tag your brand. Consider running social media competitions with rewards like discounts or freebies for those who participate. And when they post, re-share their content (with permission, of course) to boost your credibility and build trust with future customers.
4. Micro-influencers rise to the top of the influencer economy
A common misconception about running a social media marketing campaign is that you need to land a celebrity or mega influencer to make a real impact. In reality, those big names might raise brand awareness, but they don’t always move the needle when it comes to conversions.
Instead, social media users are gravitating toward micro-influencers—creators with 1,000 to 100,000 followers—because they come across as more approachable and authentic. Their audiences tend to be highly engaged and genuinely trust their recommendations.
Of course, successful partnerships still come down to finding the right fit. Look for influencers who align with your brand values, have a solid reputation, and create content in your niche. For example, if you’re a fashion brand, collaborate with lifestyle or style-focused creators who already resonate with your ideal customer.
5. Real people replace faceless brand accounts
Modern consumers want to connect with people, not faceless brands. Social media users are increasingly drawn to companies that lead with human, people-first content instead of polished, traditional ads. They’d rather hear directly from a real person on TikTok Live than watch a product promo in their feed.
That shift has prompted brands like Fenty Beauty, Loewe, and Marc Jacobs to put employees front and center instead of keeping them off-camera. To stay competitive in this evolving space, you’ll need to do the same.
That could mean transitioning from social media marketer to content creator, embodying your brand’s voice and values on camera. It could also mean encouraging employee participation in content creation or getting customers involved through collaborative content like interviews, Q&As, or user takeovers.
Think: day-in-the-life videos, behind-the-scenes moments, or spotlighting your customers’ own stories.
6. Generative AI tools are here to stay
Generative AI has officially moved from an experimental tool to an everyday essential—and it’s changing how marketers approach social media.
Artificial intelligence can help with everything from brainstorming content ideas to automating post scheduling, streamlining video production, and gathering insights from audience sentiment. The brands making the most of AI aren’t using it to replace creativity but to scale and optimize their strategy.
Many social media platforms now use AI-powered algorithms to serve users more personalized content based on their behavior and interests. These algorithms don’t just surface relevant posts but also target ads to audiences most likely to engage.
And that personalization matters. Content tailored to user interests typically drives higher engagement rates across platforms since people see content that actually speaks to them.
To get the most out of these tools, clearly define your target audience before placing ads. The better you understand your audience, the more effectively AI-powered algorithms can help get your content in front of the right people.
7. Social listening informs on-trend marketing campaigns
Social listening has become a go-to strategy for understanding audience sentiment. It helps marketers stay on top of trends and track how customers perceive their brands, fueling more relevant, well-informed marketing campaigns.
It’s also a powerful way to go beyond surface-level metrics and prove your social media marketing return on investment (ROI). Instead of relying solely on vanity metrics like comments or shares (which can be inflated by bots), social listening tools help teams track real conversations. You can see how often people mention your brand, what they’re saying, and how sentiment shifts over time—insights that help you secure budget and build credibility with stakeholders.
The best part is that you don’t have to do it manually. Social media management platforms like Buffer, Hootsuite, Brandwatch, and Talkwalker offer built-in social listening features to monitor and analyze conversations automatically at scale.
8. Social media doubles as a search engine
Today’s social platforms aren’t just for scrolling. They’re for searching. In fact, 24% of people now use social media like search engines, turning to TikTok, Instagram, and others to discover products, get recommendations, or answer questions.
For marketers, this shift means treating social content with the same care and strategy as search engine optimization (SEO). That means using relevant hashtags and keywords in captions, prioritizing helpful or educational content over sales-y posts, and driving engagement to boost your ranking in platform algorithms.
9. Social commerce continues to drive revenue
More than 40% of consumers now use social media to discover products, making it one of the most powerful channels for driving sales.
Platforms like Instagram and TikTok have leaned into this shift, launching features that let social media users browse and buy products without ever leaving the app. Meanwhile, social commerce platforms like Whatnot are gaining traction, combining online auctions with live streaming for users to buy products from their favorite influencers.
For marketers managing retail brands, this helps turn social engagement directly into revenue. To stand out, take full advantage of platform-specific commerce tools. For example:
- Use augmented reality (AR) features to create virtual try-on experiences for beauty products.
- Help shoppers visualize home goods or furniture in their space.
- Launch exclusive product drops during live streams:
Smart product positioning and creative experiences can turn casual scrolling into real conversions.
10. Experimentation will be key as social media evolves
New platforms are always entering the chat, and staying ahead of the competition often means being willing to experiment.
The social media landscape changes fast. Trends shift. Algorithms will throw you for a loop on a regular basis. What works today might not work tomorrow. For marketers, that means keeping an eye on emerging platforms like BlueSky, Threads, and Substack—and being ready to test, learn, and adapt.
Not every platform will become the next TikTok or Instagram. But exploring new channels early can help you build brand awareness, reach untapped audiences, and stay ahead of the competition.
How Bitly can boost your marketing strategies in 2025
With branded short links, custom QR Codes, and detailed analytics, Bitly has the tools you need to enhance your social media marketing strategy this year. Here’s how:
Providing data-driven insights for personalized marketing and influencer strategy
Bitly makes it easy to create, manage, and track two of the most powerful tools in a marketer’s toolkit: branded short links and customizable QR Codes. Bitly Links help drive clicks from social posts, bios, and influencer content, while Bitly Codes connect offline experiences to digital destinations with a simple scan.
But Bitly isn’t just about link shortening or code creation—it’s about turning every click or scan into actionable insights. With Bitly Analytics, you can see which campaigns are driving results. Branded short links show you what’s performing best online, while QR Codes capture engagement data from the real world, so you can track audience behavior across every touchpoint.
For example, when launching an influencer marketing campaign, you can give each influencer their own branded short link or QR Code. Then, track the performance of each one in Bitly Analytics to see which content creators drove the most engagement and results.
Enhancing content engagement across formats
Bitly can help you optimize all your content formats, whether you’re making short videos or telling an interactive story.
When you integrate short, branded Bitly Links into your content, you make it easy for users to navigate from your social media content to your website. These branded short links increase brand awareness and recognition, which can help generate more engagement across your entire digital marketing campaign.
That’s not all. Bitly also facilitates effective social link management by allowing you to update URLs to point to new destinations without creating new ones.
If you’re launching a new product, you don’t have to change influencers’ affiliate links—you can simply redirect their current ones to a new landing page, eliminating the need for URL re-distribution.
Pro tip: Be sure to ask influencers to update their content accordingly. The last thing you want is for potential customers to click a link expecting product Y, only to land on a page for product X.
Bridging the digital and physical worlds through QR Codes
QR Codes bridge the gap between physical marketing materials and your online content. With Bitly Codes, customers can scan a code with their smartphones to go straight to your website, social media profiles, or any digital experience you want to share (via URL).
Every Bitly Code is fully customizable, so you can choose colors, logos, and design elements that align with your brand and create a seamless customer experience from scan to site.
Once designed, they’re easy to add anywhere your brand has an offline presence, from posters and print ads to signs in brick-and-mortar stores. And because Bitly Codes are always dynamic, you can update the destination URL anytime without reprinting materials.
Streamlining content strategy with analytics
Bitly Analytics makes it easy to measure engagement on social media and beyond.
For every Bitly Link and Code, you can track key engagement metrics like:
- Clicks and scans over time
- Top-performing QR Codes and links
- Location data (city and country level)
- Referral source
- Browser and device type
These insights help you spot your highest-performing content, optimize your social link strategy, and refine future campaigns. No more guessing what’s driving clicks or scans—just real, actionable data to fuel smarter, more effective marketing across every channel.
Boosting visibility through targeted campaigns
Targeted social media campaigns help you reach your audience more efficiently by using relevant hashtags and focusing on your target demographics.
With Bitly, you can create a unique short link and QR Code for every campaign you launch, making it easy to track performance across channels. Using Bitly Campaigns, you can monitor clicks, scans, and engagement in real time so you can see what’s working, what’s not, and where to optimize.
Build a stronger social media strategy with the Bitly Connections Platform
Social media moves fast, and staying relevant means keeping pace with how people discover, engage with, and buy from brands online. From short-form video and social commerce to AI-powered personalization, today’s trends offer immense opportunities for marketers willing to experiment and adapt.
The Bitly Connections Platform gives you the tools to turn trends into results. With branded short links, customizable QR Codes, and real-time analytics, you can create seamless, on-brand experiences for your audience—while tracking performance at every touchpoint. From influencer campaigns and social posts to print materials and in-store signage, Bitly helps you see what’s driving engagement, optimize your strategy, and connect with customers everywhere they interact with your brand.
Ready to build smarter campaigns and stay ahead of social media marketing trends? Explore Bitly’s plans today!
