More than half the people on the planet – 63.7% of the global population – have a social media account. It’s a growing, multi-platform channel, with ever-shifting sands of popularity, trends and new technologies often dictating how it’s used most effectively. For businesses, it’s increasingly important to examine and predict what trends will shape social media communication in the near future – adopting or adapting marketing strategies to suit.
For 2025, those trends build on what’s been established in the last few years with video content and organic search. But we’ll also see more AI bleeding into our feeds and audiences crying out for authenticity and originality.
Short-form videos
TikTok has proven that short-form video is here to stay. Aside from a few ongoing legislative considerations across the pond, TikTok is well and truly embedded as the channel du jour. And since its boom in popularity, we’ve seen other platforms change their mediums to favour this type of content. Think Instagram Reels, YouTube Shorts, and even LinkedIn’s new Video interface.
Most of us own a smartphone with decent video capabilities, enabling anyone to be a content creator. We have high-quality video at our fingertips and take the footage into post with a simple app like Capcut or mobile tools like Adobe Premiere Rush.
Around 82% of people have been persuaded to purchase a product or service after watching a video. It’s a great way to engage a target audience, who, after years of scrolling on social media, is hungry for a new format. Videos are easy to consume, requiring less reading and scrolling, so are perfect for gaining the interest of those who might be tight on time.
Short-form videos are a great way to up impressions.
AI-integrated socials
We’ve all seen AI-generated photos and videos pop up on our social media feeds–for better or worse! Aside from visuals, AI has a lot to offer B2B companies in need of a marketing refresh.
As a society, we’re getting more media savvy, and with that comes a higher expectation for social media content creation. For some, this may be an overwhelming task, but using integrated AI-powered tools can help to build confidence and better manage time.
Think chatbots to automate customer support messages, filtering out simple queries and allowing employees to spend time on more complex ones. AI upscaling, colour correction, and background removal can perfect your photography.
Influencer marketing
Influencer marketing is an important strategy for businesses looking to earn reliability in their target audience. It continues to be one of the most personable and connected ways of promotion in 2025.
It’s without question that influencers will play a pivotal role in how brands connect to their desired audience. And as a result, brands will become even more creative and dialled into their approach as they connect and build relationships with influencers, audiences and potential buyers.
Authenticity and originality
We (unsurprisingly) live in an era of scepticism. Take the TikTok ban – creators flocked to their pages to reveal faked viral content, leaving users and fans in disbelief over the lack of truth. The same rules apply to businesses, where clear and consistent communication is the key to building trust. Having a friendly face and personal touch helps, too. Maintaining a transparent approach is key to developing brands and businesses.
This presents an opportunity for Web3 platforms to thrive – a decentralised web governed by its users. And with the influx of GenAI deliverables, Web3 will continue to inspire a generation who will create and consume authentic content.
Social media as a search engine
As SEO continues to play an important role in SEM (search engine marketing), the adoption of AI search provides instant access to information and answers to any query. Additionally, paid search/sponsored results further push organic results down. It’s becoming less about clicks and traffic as a result… to reach an audience, meaning businesses need to consider utilising other touchpoints. The concept of using social media as a search engine looks to be key in this development–owned, earned (UGC), and paid content that adopts hashtags, locations, and tags to identify content.
Ahead of the curve
The great part about social media is that it is constantly evolving, and there is no right or wrong way to do it for your business. But one thing always rings true: stay up-to-date with the latest B2B social media trends, or you risk falling behind.
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