As 2024 got rolling, we kicked the year off by predicting some of the top social media marketing trends 2024 would likely bring. And once again, our prognostications proved to be pretty darn accurate. AI growth — check. A social SEO surge — check. A need for brands and marketers to prioritize their social-platform focus — check. More followers lost after political posts — the jury’s still out, but we think this one’s a safe bet. Continued growth of video and shorts, text-only triumphs, affiliate marketing ascension — check, check, check.
After seeing so much forecasting success, this year, we’re breaking out the crystal ball a bit earlier than usual. (While there may still be multiple months left in 2024, we figure it’s never too early to take a look ahead at the top trends in social media that 2025 could bring.)
So if your brand is looking to get ahead of the curve, consider this list of our early predictions for the top 2025 social media marketing trends to expect in the coming year:
1. Elevated AI integration by social platforms
With AI exploding everywhere you look, it’s easy to foresee this one. Social platforms’ continued AI integration will further transform the social media marketing landscape in 2025, redefining brand-audience interactions and enhancing user experiences. We expect AI algorithms to soon deliver hyper-personalized content even more consistently, increasing engagement by serving highly relevant posts (including those from brands) to users based on their preferences and behaviors. For instance, Instagram’s AI-driven Explore tab will continue to refine content recommendations, while TikTok’s algorithm will get even better at curating personalized video feeds.
Advanced AI-powered analytics will also provide deeper insights to brands and marketers, enabling them to more effectively make data-driven decisions and real-time strategy optimizations for even higher levels of ROI. Facebook’s Insights tools and LinkedIn’s analytics dashboards will become more sophisticated, offering granular data and predictive analytics to guide marketing strategies.
Elsewhere, we anticipate seeing AI-driven chatbots and virtual assistants increasingly handling customer queries and support on social platforms in the coming year, offering seamless 24/7 service and personalized interactions to improve customer satisfaction and free up human resources. Facebook Messenger’s AI chatbots and Instagram’s automated DMs will handle more complex inquiries and transactions, providing instant, personalized responses.
AI-supported predictive marketing will help brands better anticipate consumer needs by forecasting future behaviors and preferences, enhancing customer loyalty and conversion rates. Twitter’s AI-driven ad targeting will become more precise, and Snapchat’s dynamic ads will adapt in real time based on user behavior and preferences.
Of course, to maintain consumer trust, brands must ensure fairness and respect for user privacy when leveraging AI, all while being transparent about data collection and usage. But by embracing these advancements responsibly, brands can create more effective campaigns and stronger audience connections, staying ahead in the rapidly evolving social media landscape.
2. … and increased AI use by marketers
Social marketers will also increasingly leverage AI to enhance their efficiency and effectiveness. By automating more routine tasks such as scheduling posts, managing interactions, and creating, repurposing and curating content, they’ll be able to free up more time — and elevate their focus on strategic planning and creative development.
Already enabling incredibly fast initial drafts of a range of content types, AI tools like Jasper and Writesonic will continue to speed content creation, allowing marketers to quickly produce high-quality text, images and videos at scale. Canva’s AI-powered design features will streamline graphic creation, while tools like Lumen5 will help convert blog posts into engaging videos. For enhanced personalization, platforms like HubSpot and Salesforce’s AI capabilities will help brands and marketers create tailored experiences that resonate more deeply with individual users, fostering stronger connections and loyalty.
In just one example of AI’s surging use by marketers, a recent Hootsuite survey showed that 75% of social marketers planned to leverage AI tools to revise and rewrite their copy in 2024, a jump of over 100% from the numbers saying they’d do the same in 2023. And we don’t expect to see the rapid growth in this and other areas of content production and distribution slowing anytime soon.
3. Authenticity gets even more important
In an era in which AI’s dominance is rapidly expanding, increasingly robot-weary consumers will (even more than before) crave genuine human connections and true emotional engagement with brands. As a result, as we move into 2025, authenticity will become an even more critical component of social media marketing.
While AI tools will undoubtedly enhance the efficiency and personalization of marketing efforts, they can’t replace the human touch. And consumers — who value transparency, honesty and a sense of connection that only human interactions can provide — are becoming more adept at discerning real engagement from automated responses. This will give brands that can successfully balance AI’s capabilities with authentic interactions an opportunity to stand out.
The importance of storytelling and genuine communication will continue to rise. Brands will need to share their values, missions and the stories behind their products in a way that resonates emotionally with their audiences. This means showing the faces behind the brand, highlighting real customer experiences and engaging in meaningful conversations.
In this context, user-generated content (UGC) will also play a significant role. Encouraging customers to share their stories and experiences with your brand adds a layer of authenticity that polished marketing campaigns often lack. UGC not only builds community but also serves as powerful social proof, positively influencing potential customers.
4. Influencer marketing further tightens its focus
The coming year will also see influencer marketing continue to evolve, with more focus being put on authenticity and niche influencers to drive engagement and trust.
Audiences are becoming increasingly skeptical of overly commercialized content, and most of today’s savvy consumers can quickly detect inauthentic endorsements. Influencers who maintain transparency and stay true to their personal brand will be more successful in fostering trust and loyalty. Brands will need to collaborate with influencers who genuinely align with their values and products, helping ensure that endorsements feel natural and credible.
The continuing rise of niche influencers will be another significant trend. Instead of broad reach, more brands will focus on influencers with smaller but highly engaged and targeted followings. These niche influencers often have a deep connection with their audiences, making their recommendations more impactful. And by partnering with influencers who cater to specific interests or communities, brands can achieve more precise targeting and higher conversion rates.
Micro-influencers and nano-influencers will play a crucial role in this continued evolution. Their smaller audiences allow for more intimate interactions, fostering a sense of community and trust. These influencers are also often seen as more relatable and approachable than their mega-influencer counterparts, making their endorsements feel more like personal recommendations from a friend.
Further, influencer marketing strategies will increasingly incorporate long-term partnerships over one-off collaborations. Building ongoing relationships with influencers will help brands maintain consistency in messaging and strengthen the perceived authenticity of their campaigns. And for the influencers, these sustained collaborations will enable them to provide deeper insights and more genuine content, benefiting both the brand and their audience.
5. Hyper-local gets a big lift
As 2025 grows closer and sets in, hyper-localized social media marketing will take center stage as brands increasingly recognize the value of targeting specific geographic communities. This trend will see marketers leveraging local nuances and preferences to create highly relevant and personalized content that resonates deeply with local audiences.
Hyper-local social media marketing involves tailoring campaigns to specific neighborhoods, cities or regions, helping ensure that the content reflects the unique characteristics and needs of each locale. This approach allows brands to connect with consumers on a more personal level, helping foster a sense of community and loyalty. And by understanding and addressing local concerns, trends and cultural nuances, brands can create more impactful and engaging content.
One significant advantage of hyper-local marketing is its ability to drive foot traffic to physical stores. By targeting local consumers with relevant promotions, events and announcements, businesses can effectively draw in nearby customers. And today’s social media platforms, with their advanced geotargeting capabilities, enable brands to reach specific local audiences with precision. For instance, a restaurant could promote a special offer exclusively to users within a certain radius, driving immediate local engagement.
Local influencers and community leaders will also play a crucial role in hyper-localized marketing. Collaborating with these local figures, who have a strong connection and influence within their communities, can amplify a brand’s reach and credibility. Their endorsements carry significant weight, as they are often seen as authentic and trustworthy voices within the community.
Additionally, hyper-local marketing efforts will benefit from localized content creation. Brands that produce content featuring local landmarks, events and personalities will see higher engagement levels. This localized content not only feels more relevant to the audience but also demonstrates the brand’s commitment to and understanding of the community.
6. Ephemeral content use escalates
Driven by its ability to create a sense of urgency and exclusivity among audiences, ephemeral content will become a more prominent and increasingly leveraged tactic in social media marketing in 2025.
Ephemeral content — posts that disappear after a short period, such as Instagram Stories, Snapchat Snaps and Facebook Stories — encourages real-time engagement and capitalizes on social media users’ fear of missing out (FOMO). The temporary nature of ephemeral content makes it particularly effective for capturing users’ attention. Knowing that content will soon vanish, viewers are more likely to engage immediately, driving higher interaction rates. This sense of urgency compels audiences to stay tuned for updates, fostering habitual engagement with a brand’s social media channels.
Exclusivity is another powerful element of ephemeral content. Brands can use it to offer limited-time promotions, sneak peeks or behind-the-scenes looks that make followers feel like insiders. This helps brands create a more intimate connection with their audiences, enhancing loyalty and encouraging repeat engagement. Exclusive content can also drive immediate action, such as flash sales or time-sensitive offers, prompting followers to act quickly to take advantage of the opportunity.
Ephemeral content’s informal and spontaneous nature can also allow brands to showcase their human side. This type of content is often more authentic and less polished, which resonates well with audiences seeking genuine connections. It provides a platform for brands to share real-time updates, respond to current events and engage in two-way communication with followers.
Further, ephemeral content is ideal for storytelling and building a narrative over time. Brands can use a series of stories to create a cohesive and engaging narrative that keeps viewers coming back for more. This episodic approach can enhance brand storytelling, making it more dynamic and compelling.
7. Increasing direct engagement
As brands seek to build stronger, more personal connections with their audiences, we expect to see direct engagement take on a more prominent place in social media marketing strategies in 2025. This trend emphasizes real-time interactions, personalized communication and fostering community through various social media features.
Direct engagement allows brands to break through the noise of traditional advertising by creating meaningful conversations with their followers. This personal touch not only enhances customer loyalty but also helps brands build trust and authenticity. Further, social media users are increasingly valuing brands that take the time to engage directly with them, responding to comments, messages and mentions in a timely and thoughtful manner.
Rolled out in late 2022 by Meta, the debut of the Instagram Notes feature provides one example of social engagement’s growing importance — and of social platforms’ recognition of its power. Instagram Notes enables users to share short, text-based updates to their close friends list, fostering a sense of exclusivity and intimacy. Brands can leverage Instagram Notes to share behind-the-scenes glimpses, quick updates or personal messages directly with their most engaged followers. This feature helps in creating a more conversational and less formal channel of communication, making followers feel valued and included in the brand’s inner circle.
Direct messaging (DM) is another vital component of this trend. Brands that prioritize responding to DMs quickly and personally will stand out. Using AI-powered chatbots to handle initial inquiries can streamline this process, but it’s essential to balance automation with the human touch for complex or personalized interactions.
And live streaming is still another valuable tool for direct engagement. Platforms like Instagram Live, Facebook Live and TikTok LIVE allow brands to interact with their audience in real time, answering questions, providing updates and hosting events. These live sessions can create a dynamic and interactive experience, strengthening the bond between brands and their followers.
Community management will also become more significant, with brands fostering dedicated spaces for their audiences to interact, such as Facebook Groups, Discord servers or Reddit communities. These platforms enable deeper, ongoing conversations and help brands build a loyal and engaged community around their products and services.
8. More AR options arise
We anticipate that augmented reality (AR) will see significant advancements in 2025, offering brands more opportunities to engage and captivate their audiences. As AR technology becomes more accessible and sophisticated, its integration into social media marketing will provide immersive and interactive experiences that elevate brand engagement and drive consumer interest.
AR will enable brands to create highly engaging content that blends digital elements with the real world, making interactions more dynamic and memorable. For example, virtual try-ons for fashion and beauty products will become even more prevalent, allowing users to see how clothes, accessories or makeup look on them in real time. This not only enhances the shopping experience but also helps reduce the uncertainty that often accompanies online purchases, leading to higher conversion rates and increased customer satisfaction.
Social media platforms are already integrating AR features, and this trend will continue to grow. Platforms like Instagram and Snapchat have been pioneers in this space, offering AR filters and lenses that users can apply to their photos and videos. In 2025, we can expect these AR capabilities to expand, providing brands with more creative tools to engage their audiences. Brands will also be able to design custom AR experiences that align with their marketing campaigns, driving deeper engagement and fostering a sense of fun and novelty.
AR will also play an important role in experiential marketing. Brands can use AR to create interactive experiences at events, in-store or even through product packaging. For example, scanning a product with a smartphone could unlock a virtual tour, an animated story or a game, adding an extra layer of engagement and value for the consumer. These experiences can make the brand more memorable and enhance the overall customer journey.
Further, AR can facilitate more personalized marketing. By leveraging AR, brands can provide customized experiences based on user preferences and behaviors. For instance, an AR app could recommend products tailored to an individual’s style, location or past purchases, creating a more personalized and relevant shopping experience.
Step up your social strategy with Brandon
Ready to put your brand ahead of the social media curve in the coming year (and beyond) by leveraging these and other fast-evolving social trends? At Brandon and at our sister agency Joybyte, our in-the-know social media teams stay on top of all the latest trends on the most powerful and effective social networks — and know how to put them to work to reach more consumers and drive more conversions. To get started with help ranging from a simple social strategy analysis to a full handoff of all your social calendar planning and posts, contact us today. Our experienced, data-driven social media team is always here to help.