9 trends that will triumph under the protection of social networks in 2025

The pace at which social networks move (in which news happens at the speed of light) is absolutely devilish, so to achieve success on these platforms you have to raise the flag of flexibility and be constantly alert to detect new trends born in the heat of these channels before anyone else.

In 2025, those who work professionally on social networks (whether they are brands or influencers) should not lose a lot of money. tendencies which Stefan Pichlmeier, Head of Marketing at Metricool in Germany, Austria and Switzerland, dissects below in an article for horizon:

1. Short videos: the favorite format of social networks also in 2025

Short videos will continue to unquestionably dominate the social media scene in 2025 and will continue to provide maximum engagement to those who opt for this format on 2.0 platforms. TikTok was the social network that originally gave rise to short videos, which were later also successfully transferred to Instagram (Reels) and YouTube (Shorts). The power of short videos lies in their speed and concisionwhich ultimately translate into very high interaction ratios (as long as enough creativity is instilled in them).

2. Quality matters more than quantity

In 2025, quality content that offers true added value to the user will become much more relevant on social networks than the number of “followers”. In fact, platforms like Instagram and TikTok are optimizing their algorithms to reward content that is truly relevant to the user. This trend will particularly positively affect creators with smaller communities of followers, as their content will not be judged solely on reach but also on the value it brings to the community.

3. AI: efficiency and authenticity will go hand in hand

Over the next twelve months, AI will become the secret weapon of marketing born from the bowels of social networks. Thanks to personalized content recommendations and the automated creation of content adapted to specific targets, AI fuels the efficiency of social media marketing. However, The efficiency achieved by AI cannot in any way undermine authenticity. And those who use this technology in social networks must learn to balance the efficiency that AI brings to the table with authenticity, absolutely unavoidable to forge authentic connections with the audience on social networks.

4. Building communities: proximity to the user is what counts

Building communities is key to achieving long-term success on social media. And building a community on 2.0 platforms involves not only publishing attractive and relevant content but also real interaction and sense of belonging. Those brands that appear authentic on social networks and actively interact with their followers generate trust and loyalty among those who are part of their community. Formats such as “live streams” and Instagram Stories contribute to the construction of communities on 2.0 platforms.

5. Orphaned content: authenticity drives success on social networks

“Posuring,” once omnipresent on social media, will be less relevant in 2025, a year in which the focus on these channels will be on authenticity. Honest content, unrelated to filters and retouching, ultimately translates into greater closeness with the audience, and from closeness also ultimately arises greater trust in brands. The user drinks, after all, the winds for the content permeated with authenticity and personality.

6. Social SEO: social networks are the new search engines

More and more users are taking refuge in social networks like TikTok and YouTube to carry out searches, which means relegating traditional search engines like Google to the background. SEO adapted to social networks also opens new opportunities for brands by integrating keywords into the content that makes its way onto the platforms. 2.0. And this not only increases the visibility of brands on social networks, but also allows them to take refuge in much more precise “targeting” to connect with the audience.

7. Social Commerce: purchases are now fully integrated into the “feed”

“Social commerce” will continue to gain in importance in 2025. After all, social networks like TikTok and Pinterest are betting on new tools that enable frictionless purchases on their domains. The possibility of purchasing products directly in the feed is completely revolutionizing the shopping experience on digital channels. Brands can, not in vain, market their products directly on 2.0 platforms without the need to redirect the user to external websites, which mIt significantly improves the purchasing experience and also boosts conversion times.. The rise of “social commerce” brings inspiration and direct purchases under a single roof, which is extremely profitable for brands.

8. User-generated content: brands have a lot to gain from authenticity

“User-generated content” and also content generated by brand employees (through LinkedIn above all) will gain in importance in the coming months. This type of content prides itself on being coated with a thick veneer of authenticity, which ultimately also spurs long-term trust in brands. Especially interesting is the content generated by employees, which is a kind of totally free speaker to amplify the corporate culture of the brands in a way that advertising in its more traditional aspect would probably not achieve.

9. Goodbye X, hello Bluesky

Across the seas, more and more X users are migrating to Bluesky and in Europe this trend is also gaining a lot of traction. The growing prominence of Bluesky will sooner or later make brands leverage their gaze on this social network of a decentralized nature.. And the brands that bet on Bluesky will play with the advantage of entering a much busier territory than X, so they will significantly gain in reach and visibility.