How Brands Can Win On Social Media In 2025: Nine Trends To Watch

Ana Calin is the Founder of How We Grow. Follow her for daily marketing & branding insights that move the needle.

Social media is more than just a place to post updates or share pictures. It’s become a critical arena where brands can build—or lose—customer loyalty.

With the rise of new content formats, the demand for greater authenticity and the need for personalized experiences, brands must be more strategic than ever. As we move toward Q4 and 2025, several key trends are redefining how brands interact with their audiences. Here’s what you need to know—and how you can use these trends to your advantage.

1. Augmented Reality (AR): Turning Imagination Into Reality

AR is no longer a futuristic concept. It’s here, and it’s changing the way consumers interact with brands. You’re not just selling a product—you’re creating an experience.

AR allows users to visualize products in their own environment, whether that’s trying on a pair of virtual sunglasses or placing a new piece of furniture in their living room. This immersive experience can significantly reduce the hesitation that comes with online shopping.

What can brands do:

• Start simple.

• If you’re leading a beauty brand, consider a filter that lets users virtually try on makeup. If you’re in home decor, create an experience where customers can place your products in their space before they buy. This can increase engagement and brand visibility without requiring a massive budget.

2. Short-Form Video: Attention In 30 Seconds Or Less

Short-form video is dominating across platforms. These bite-sized videos are quick, engaging and exactly what today’s audience craves. The average social media user’s attention span is shrinking, making concise, impactful content more valuable than ever.

What can brands do:

• Focus on creating visually appealing, quick-hit videos that tell a story or deliver a message in under 30 seconds.

• Think behind-the-scenes content, product demos or even customer testimonials. Keep it authentic and to the point.

• Consistency is key here—posting regularly will help keep your brand top of mind.

3. Ephemeral Content: Engage Now Or Miss Out

Ephemeral content—like Instagram Stories—creates a sense of urgency and exclusivity that’s hard to replicate. These short-lived posts are a powerful way to keep your audience engaged.

Stories disappear after 24 hours, which encourages immediate engagement. This format is perfect for limited-time offers, flash sales or sneak peeks at new products.

What can brands do:

• Use Stories to highlight time-sensitive content. Whether it’s a one-day promotion, a countdown to a product launch or a behind-the-scenes look at your brand, this format is ideal for creating a sense of urgency.

• You can also use this format to give followers an inside look at your brand, which can build a stronger connection with your audience.

4. Sustainable And Ethical Branding: More Than Just A Buzzword

Consumers are increasingly choosing brands that align with their values, particularly when it comes to sustainability. Transparency about your brand’s sustainability efforts can build trust and deepen customer loyalty. It’s not just about claiming to be green; it’s about proving it through your actions.

What can brands do:

• Be upfront about your sustainability practices.

• Share the story behind your materials, your supply chain, or your commitment to reducing waste.

5. Livestream Shopping: Where Entertainment Meets Commerce

Livestream shopping is blurring the lines between shopping and entertainment, offering a new way for consumers to interact with brands. This format allows you to showcase products in real time, answer questions on the spot and create a more interactive shopping experience. It’s engaging, immediate and can drive sales directly from the stream.

What can brands do:

• Plan a livestream event around a new product launch or a seasonal promotion.

• Use the time to demonstrate the product, highlight its features and interact directly with your audience, turning viewers into customers.

6. Voice-Optimized Content: Speaking Your Audience’s Language

More and more consumers are using voice search to find products and services. This means your content needs to be optimized to ensure you’re showing up in those searches.

What can brands do:

• Start by optimizing your website for voice search.

• Focus on natural language and conversational keywords. Think about how someone would ask for your product out loud.

7. AI-Powered Content Creation: Efficiency Meets Engagement

AI is changing the game when it comes to content creation, offering new ways to streamline your social media efforts while still delivering personalized, engaging content. AI tools can help you analyze data, generate content and even automate posts, freeing up time for more strategic thinking.

The key is to use AI to enhance, not replace, your brand’s voice.

What can brands do:

• Use AI to handle the repetitive tasks, so your team can focus on creativity and strategy.

8. Mental Health And Digital Well-Being: Prioritizing A Healthier Online Experience

This shift is important, especially considering that a 2019 study found around 40% of users report feeling addicted to social media.

What can brands do:

• For brands, this presents an opportunity to align with these positive changes by incorporating well-being initiatives into your social media strategy.

9. Data Privacy: Giving Consumers Control

In 2024, consumers are more aware of the value of their personal data, and they’re demanding more control over how it’s used. I think this trend will only continue to gain momentum as we move toward 2025.

Consumers want clear, easy-to-understand options for managing their privacy.

What can brands do:

• Be upfront about what data you collect and how it’s used.

• Offer users specific, granular controls over their privacy settings, allowing them to opt out of tracking or data sharing if they choose.

The social media landscape in 2024 and beyond is all about innovation, authenticity and engagement. Stay adaptable, stay informed and, most importantly, stay connected with your audience. I think the brands that do will not just survive—they’ll thrive.

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