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Five social media trends that will influence your marketing and PR strategy in 2025 

Social media is constantly changing. Before you know it, the trends that are popular this month (or even this week!) have already been forgotten and you’ve missed an opportunity for your brand to take advantage.  

Here, Laura Boogers, Senior PR Manager at our Amsterdam-based partner agency, Pressure, shares five social media trends from 2025, and explains how brands can harness them to supercharge their upcoming PR and marketing plans.  

From developing future campaigns, strategies, and social content to setting up collaborations with influencers and content creators, understanding current trends – and how to make the most of them – will prove invaluable.  

  1. Niche content

The increasing personalisation of feeds is driving content to go viral within local communities or niches, rather than appealing to a global audience. Examples of this phenomenon include content that becomes popular within specific, engaged groups like gaming, fitness and sustainability.  

For brands, the focus is shifting from creating content with mass appeal to content that appeals to a specific and highly engaged interest group. To capitalise, work with niche creators, micro-influencers and UGC to leverage micro-viral moments and cement brand awareness with a loyal, engaged audience. 

  1. Short form content

Gen Z has had a major influence on the popularity of short-form video, demanding concise content that’s straight to the point. This content grabs attention straight away, and the ‘point’ must be clear within seconds to keep users engaged. Instagram Reels and YouTube shorts remain the most-used platforms for short-form video content.  

For brands, the challenge lies in creating powerful videos of a maximum of 60 seconds that not only catch viewers’ attention but convert it into inspiration or action. The first three seconds are crucial in determining whether a user continues watching or keeps scrolling. 

  1. The balance between AI-generated content and human creativity

AI is not only playing an increasingly important role in content creation through tools like DALL·E and ChatGPT – social media platforms are also increasingly integrating AI into their content personalisation systems. Instagram’s AI-driven recommendations, Snapchat’s My AI assistant and YouTube’s machine learning algorithm all analyse viewer habits and recommend targeted videos. 

While brands should adapt their approaches to increasing machine-aided personalisation, it’s essential to avoid relying on AI to create content. The results are often superficial, generic, and lack impact. Instead, focus on valuable, authentic experiences, tailormade to suit your audience. AI is a great tool to support you, but it’s the human touch that creates meaningful, original content that stands out from competitors. 

  1. Authenticity and creativity

People love real stories. With the abundance of AI content, perfect filters and edited images, authenticity is now a key differentiator. Users want to relate to the content they see, so increasingly demand transparency from the brands they interact with online. Gen Z is particularly sceptical of ‘perfect’ commercial images – for them, it’s not only about the product, but the values ​​behind it.  

Authenticity is key to building trust, and that’s where user and employee-generated content shine. UGC is created by customers or fans who share their real experiences with a brand or product – either unprompted or incentivised by product gifting. EGC comes from employees sharing insights from within the company. Both types of content feel personal and genuine, and are therefore perceived as credible. In combination with the right storytelling, these methods convey your brand in an authentic way and build a loyal following. 

  1. Visually appealing content

In a world where consumers are bombarded with information every day, visually appealing content is essential to stand out and capture attention.  

People process visual information faster than text, making formats like videos, motion graphics, infographics and augmented reality increasingly popular. These forms of content not only drive higher engagement but also make complex messages easier to understand and remember.  

Interactive elements – such as polls, filters, and clickable stories – are also gaining traction, encouraging participation and enhancing the overall user experience.  A 2025 report found that 78% of consumers want brands to use video more to communicate with them and personalised video is 3.5x more likely than generic video to make someone become or remain a customer.  

Why you shouldn’t miss these social media trends 

Trends change quickly and can help you stay ahead of competitors, but it’s important to choose the right ones for your brand. Whether it’s AI, niche content, micro-influencers or short-form videos, you must respond fast and appropriately, in a way that’s tailored to your audience. By making smart use of the trends that apply to your industry, you can differentiate your brand and build a loyal, engaged audience. 

With the help of the L’Attitude global network, you can take the right steps to ensure your brand remains relevant in the right place and to the right people. Get in touch to discuss your PR or marketing strategy for 2025 and beyond. 

Source: Frankwatching