What’s to come: Social Media Trends in 2025

Are you prepared to navigate the evolving landscape of social media in 2025? From the continued dominance of short-form video and the increasing prevalence of social search to the fragmentation of platforms and the demand for authentic content, the social media environment is undergoing significant transformation. Get ahead of the curve and discover how to effectively connect with your audience in this dynamic new era. 

It’s All About the Videos and Social Search  

Short-form video continues to be a dominant and growing force in social media. TikTok and Instagram Reels are capturing a significant portion of user attention – approximately 60% of the time spent on Facebook and Instagram is spent watching videos, according to META Earnings call 2024 Q1 

The growing popularity of TikTok has prompted other platforms, particularly Meta, to prioritize the development and enhancement of short-form video formats. Reels, for example, now account for 50% of time spent within the Instagram application. It’s anticipated that TikTok and Instagram Reels will maintain their prominence. 

Furthermore, the use of social search is on the rise, with a significant shift in behavior among younger demographics. A growing number of users are turning to social platforms for information, foregoing traditional search engines like Google. According to Forbes, 40% of these users now turn to social media platforms to find what they are looking for. While this represents a substantial audience, it’s crucial to recognize that these platforms operate as closed systems, limiting search queries to content within the platform itself. 

To maximize content visibility within these platforms, it’s essential to optimize elements such as video subtitles and to consider implementing search engine optimization (SEO) strategies to improve the discoverability of the content in traditional search engine results. 

Beyond search, social platforms are also witnessing an increase in direct purchasing activity. Consumers are increasingly purchasing directly through social media, either via in-platform shopping features or through advertisements. Platforms are further streamlining the purchasing process for their users by enabling seamless in-app purchases, allowing users to browse and buy products without leaving the app. Live-shopping will continue to grow and AI-driven personalization will further improve product recommendations, creating more tailored shopping experiences based on user behavior. 

Authenticity and Co-Creation is Key 

Consumers seek authenticity. According to a report from SmarterHQ, 72% of consumers engage exclusively with personalized marketing, making tailored messaging a significant advantage. The TikTok: What’s Next 2025 Trend Report further emphasizes this point, stating that 40% of TikTok users find brands that infuse personality into their content to be far more relevant. To truly connect with your audience, ensure that your content stays unfiltered, unpolished, and authentic.  

Another key point highlighted in the report from TikTok is that partnering with a content creator is an effective way to achieve this, as two out of three TikTok users appreciate when brands collaborate with relevant creators. Audiences crave connection on social platforms, which is why micro- and nano-influencers, with their smaller yet highly engaged audiences, can make excellent partners. 

The Fragmentation and Concerns of Platforms 

A 2024 report on the Danish media development from the Danish Broadcasting Corporation shows that Meta has lost popularity among younger target audiences, making it a less effective channel for reaching individuals under 25. TikTok, on the other hand, continues to rise in popularity among both younger and older audiences. 

Snapchat has also grown as a key player, with indications from the influencer community that many have reactivated their accounts and are creating content on the platform. Similar to TikTok, Snapchat allows influencers to earn rewards based on the number of views on their stories. As a result, Snapchat is positioning itself as a strong competitor alongside TikTok. 

While established platforms are expected to maintain their presence, the growth of smaller, niche platforms and communities within larger platforms is anticipated. Brands are increasingly exploring platforms like Reddit to engage with specific subcultures.  

Slower-paced platforms like Substack, while not yet mainstream in the Nordics, are gaining global traction and offer opportunities for content and brand collaborations. Similarly, platforms such as Discord and Threads are gaining popularity, presenting potential advertising opportunities for brands. It’s worthwhile for brands to monitor this development and access the potential benefits they may offer.  

Recent developments on social media platforms like X and Meta are cause for reflection on the autonomy of these platforms. The political climate and concerns surrounding misinformation, external fact verification and algorithm modifications may lead to the exploration of alternative platforms. This shift could empower brands to advocate for their values and the communities they represent. 

The social media landscape is becoming an increasingly complex space to navigate. With evolving algorithms and emerging challenges, brands must adapt quickly to stay ahead. That’s why seeking guidance from an expert can be transformative, helping your brand refine its strategy and make the most of new opportunities in an ever-changing digital landscape. 

Feel free to reach out to your local specialist from Paid Social to learn more:  

Denmark: Trille Aarestrup, Social Director, at [email protected] 

Sweden: Tanja Rybak, Strategist – Paid Social, at [email protected] 

Finland: Sanni Kaski, Social Media & Influencer Marketing Specialist, at [email protected]  

Norway: Anthony Diaz, Senior Social Media Strategist, at [email protected]