We recently hosted an exciting webinar, What’s Next in Global Social Media: Predictions for 2025, featuring an incredible lineup of experts: Social Media Consultant and Geekout Founder Matt Navarra, Sprout Social’s Senior Content Manager Matilda Schieren, and VeraContent CEO Shaheen Samavati.
Together, they tackled the trends reshaping social media globally, sparking fascinating conversations and sharing actionable takeaways. From AI breakthroughs to niche communities and the evolving creator economy, 2025 will be a year of exciting shifts and opportunities for marketers.
Global social media marketing trends 2025
These trends will redefine how brands connect and engage worldwide, from AI to influencer marketing.
Prediction 1: Social media gets flooded with AI-generated content
We can’t talk about upcoming social media marketing trends without mentioning AI.
“We’ve seen a whole list of new startup tools that are AI-powered, and most of the major social platforms have integrated AI in some way—either from a user point of view with chatbots or features to help write copy.”
– Matt Navarra, Founder of Geekout
AI really is transforming how content is created, personalized and distributed across all marketing. In 2025, we expect brands and creators to continue to lean heavily on AI tools to streamline idea generation, automate captions, optimize content for various platforms and even localize videos with rapid dubbing and subtitling.
This surge in automation means one thing: more content, faster than ever before.
However, the increase of AI-generated content brings both opportunities and challenges. According to Sprout Social’s Q4 2024 Social Pulse Survey, 83% of consumers believe AI will oversaturate their feeds, while 80% worry it could fuel misinformation. Despite this, 73% are comfortable with brands using AI to deliver faster social customer care.
Authenticity remains critical
“On LinkedIn, a survey found around 50% of longer viral posts are almost entirely AI-generated. But the automated AI comments are a problem—they don’t sound like how humans actually speak.”
– Matt Navarra, Founder of Geekout
While AI enables efficiency and scalability, users increasingly crave genuine, spontaneous content that feels real and relatable. Tools like MidJourney, DALL-E 3 and Phrasely.ai are widely used for creative outputs, but pairing AI with human touchpoints will be key to maintaining trust.
Transparency will also be vital, with consumers divided over whether brands (33%) or platforms (29%) should disclose when content is AI-generated.
A few of the tools that our hosts have used include ChatGPT, Google Gemini, Claude, Jasper, Frase, Writer, Rask.ai, HeyGen Labs, Grammarly and Sprout Social’s AI Assist Features.
Prediction 2: Users seek out private spaces & niche communities
Social media is shifting. As users grow weary of oversaturated feeds, they’re looking for private spaces and niche communities where they can engage more meaningfully. Platforms like Discord and Reddit are thriving by catering to specific interests—whether it’s gaming, professional networking or hyper-local discussions. These smaller, tighter-knit spaces provide a refreshing sense of authenticity that we all crave.
“People are craving more human connections, both online and offline. Brands should look at ways to nurture communities while also exploring in-person activations like meetups or events.”
– Matt Navarra, Founder of Geekout
Decentralized platforms powered by blockchain are also making waves, offering users greater control over their data and privacy—a stark contrast to the dominance of traditional tech giants. It’s a fascinating shift toward autonomy that could reshape how we think about social networks.
For brands, this means focusing creative efforts where they truly count. As Matt Navarra noted, younger audiences are spending more time in Stories, DMs and Reels rather than scrolling the Feed. To engage effectively, we need to prioritize quality over quantity—no one sticks around for repetitive, boring content.
“Private spaces work best when brands focus on providing value, whether it’s access to experts, exclusive content or better customer support.”
– Matilda Schieren, Senior Content Manager at Sprout Social
Collaborating with micro-influencers, sharing personalized content and offering value through direct interactions (think downloadable guides via DMs) will forge deeper connections in these evolving spaces. In 2025, it’s all about being real and relatable.
Prediction 3: Recommended content (& ads) become even more spot-on
“We’re seeing more and more content in feeds that’s not from the people you follow but from what platforms think you’re interested in, based on your content consumption and location.”
– Matilda Schieren, Senior Content Manager at Sprout Social
Social media algorithms will continue prioritizing real-time user behavior, like video watch times and interactions, over traditional metrics, like likes and shares. As platforms like Facebook and X experiment again with chronological feeds, it’s clear that user preferences are driving major changes.
For brands, this evolution means ads and content recommendations will feel more personalized than ever. Ad platforms are enabling hyper-localized targeting, pushing brands to invest in regionalized campaigns that consider language, cultural nuances and audience preferences. It’s no longer about casting a wide net but speaking directly to the right people, in the right way.
The percentage of recommended content in feeds has grown. On some platforms, like Instagram and Facebook, it’s now about 60%, and TikTok’s algorithm makes following people almost unnecessary.
“Think about how your content will resonate with someone who’s not already a customer. It might show up through recommendation algorithms, so you want it to appeal to a broader audience.”
– Matt Navarra, Founder of Geekout
Prediction 4: Short-form video still reins, but long-form gains importance
Platforms like TikTok, Instagram Reels and YouTube Shorts remain leaders in delivering quick, engaging content that captures users’ attention in seconds. Consumers love easily digestible videos, and innovations in AI-enhanced editing tools make it easier than ever for creators to produce high-quality content quickly.
But while short-form video dominates, long-form content is making a comeback. YouTube, for example, is the second-most anticipated platform for increased use in 2025, according to Sprout Social.
“YouTube has seen a boom in its Shorts feature, but it’s still a home for long-form video. And brands don’t need big budgets—people still want authentic, relatable content.”
– Matilda Schieren, Senior Content Manager at Sprout Social
Long-form video can also be the foundation for content repurposing—creating one piece that you cut into multiple short-form videos across platforms.
Prediction 5: The “creator middle class” expands as compensation models evolve
More creators are professionalizing, and there’s a greater number making the jump to full-time. There are so many ways now for creators to monetize—newsletters, private communities, training materials and more. It’s not all about video content. This shift is fueling the rise of a “creator middle class,” where more individuals can achieve financial stability through diversified income streams like brand partnerships, subscriptions and community-supported models.
Platforms such as X and YouTube have led the way with monetization features, creating opportunities for smaller creators to thrive. Meanwhile, brands increasingly recognize the value of micro-influencers, whose niche audiences often deliver deeper engagement than large-scale celebrity campaigns.
“YouTube remains the gold standard for creator monetization, while TikTok is still struggling to find a balance in paying creators sustainably.”
– Matt Navarra, Founder of Geekout
For brands, this means tapping into a wealth of diverse voices while creators gain new avenues to turn their passions into sustainable careers.
Prediction 6: Influencer partnerships become more sophisticated & data-driven
Influencer partnerships will continue to evolve, with brands prioritizing long-term collaborations over one-off campaigns. The focus will shift toward authentic, meaningful content that encourages real engagement. Micro and nano-influencers will be key, offering relatable connections and highly engaged niche audiences.
“We’re seeing a shift toward micro-influencers. They don’t have massive followings, but they generate huge engagement in their specific niches.”
– Shaheen Samavati, CEO of VeraContent
As Matilda noted, “We see influencers playing a role at every stage of the customer journey.” Sprout Social’s research showed that around half of consumers make purchases at least once a month based on recommendations from influencers.
This means brands will use influencers not just for awareness but also for driving conversions and loyalty. Advanced analytics will guide these partnerships, helping brands to measure ROI and refine strategies for maximum impact.
See also: Promoting your global brand with TikTok influencer marketing
Prediction 7: Live shopping & social payments finally take off
Social media and shopping are coming together in exciting new ways, and 2025 could be the year live shopping and social payments really take off. Platforms like TikTok, Facebook and Instagram are rolling out features like live shopping events, social payments and augmented reality (AR) tools.
Imagine virtually trying on a lipstick or a pair of shoes right from your phone—AR is making online shopping feel a lot more like in-store browsing.
Of course, trust is still a hurdle.
“Users worry about whether they’ll get the product they ordered and whether platforms are secure enough for financial information.”
– Matt Navarra, Founder of Geekout
TikTok is addressing this with integrated logistics and delivery services to simplify the process for buyers and sellers alike.
With TikTok Shops expanding globally and younger audiences driving adoption, live shopping and social payments could transform how we shop. The question isn’t if—it’s how soon your brand will join in.
Success stories like L’Oréal Paris generating over $1 million on TikTok Shop UK’s Super Brand Day prove the potential. For brands, live shopping and social payments represent an opportunity to deliver seamless, innovative experiences that drive results.
Download our guide to managing multilingual social media accounts:
Which social media platforms should marketers focus on in 2025?
If you’re wondering where to put your social media marketing energy in 2025, the Social Pulse Q4 2024 Social Pulse Survey has some answers. After surveying users across the US and UK, some clear trends emerged about where people plan to spend their time online.
Here’s what marketers should know:
1. Facebook: Still on top
Facebook continues to lead the pack, narrowly beating YouTube in the survey. Why? Its versatility. From Marketplace to Groups, Facebook offers a little something for everyone. However, the real takeaway for brands is the platform’s dominance in customer care.
“Most people interact with brands on Facebook primarily for customer care. For marketers, that’s really important to keep in mind—are you currently set up to be delivering customer care, including responding to questions, concerns and feedback right there on the platform?”
– Matilda Schieren, Senior Content Manager at Sprout Social
If you’re not already set up to handle customer care on Facebook, now’s the time to rethink your strategy.
2. YouTube: The dark horse
Don’t sleep on YouTube. While it came in just behind Facebook, it’s shaping up to be a major player in 2025. The demand for long-form content is growing, and YouTube is the perfect place for storytelling and deeper engagement.
“YouTube is going to be the dark horse of 2025,” according to Matilda. So, whether it’s tutorials, product demos or behind-the-scenes videos, this is a platform where you can really shine.
3. LinkedIn: Not just for B2B
LinkedIn is evolving, and it’s worth your attention—even beyond B2B marketing. The platform launched a short video feed this year, and the response has been huge. Video content is driving a lot of growth on LinkedIn, and the platform is becoming less about purely professional content.
LinkedIn has become less about just work and more about community. Plus, its reputation as a “less toxic” space makes it a refreshing choice for marketers looking to connect with an audience that’s engaged and professional.
“The biggest growth for most has been in video content in terms of reaching impressions. A lot of their activity on LinkedIn has been geared toward video content. Looking ahead, I believe we can expect much more video content, as people are still figuring out what type of content resonates with that audience.”
– Matt Navarra, founder of Geekout
4. TikTok: Full steam ahead (for now)
TikTok is still one to watch, even with the ongoing uncertainty about its future in the US. The survey showed brands—both B2C and B2B—are still exploring creative ways to use the platform, from short-form videos to serialized content.
“Brands aren’t shying away,” Matilda said. While the regulatory situation might be unpredictable, TikTok remains a goldmine for reaching younger, highly engaged audiences.
It’s a great space to experiment and get creative.
5. X Alternatives: Worth keeping an eye on
With X (formerly Twitter) falling out of favor for many users, platforms like BlueSky and Threads are gaining some traction. But let’s be honest—they’re still a bit niche. Without a robust ad platform or a large user base, these alternatives are more for testing the waters than diving in headfirst.
“It’s a watchful waiting game,” Matt summed up. If you’re looking for a new Twitter-like platform, these might be worth exploring, but don’t expect them to replace the heavy hitters just yet.
So, what’s the move?
The best platforms for your brand depend on where your audience spends their time. Facebook and YouTube are must-haves for their reach and functionality, while TikTok and LinkedIn offer plenty of room for creativity and innovation. And while it’s smart to keep tabs on emerging players like Threads or BlueSky, your core focus should stay on platforms with proven impact.
Keep experimenting, stay flexible, and make sure your strategy matches your audience’s habits.
Stay ahead of the game
We’re expecting many exciting developments for social media in 2025, bringing many opportunities for brands to connect, engage and grow. From AI-powered content creation to the rise of niche communities and immersive shopping experiences, the trends we’ve explored offer a roadmap to the future.
To stay ahead, you need to focus on authenticity, personalization and creativity. Embrace AI tools to streamline processes, build genuine connections with your audience through influencers, nad meet your customers where they are—whether it’s in private spaces, on short-form video platforms or through live shopping.
Ready to take your strategy to the next level? Book a call with our team to see if you qualify for a Free Content Consultation.
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