My 2025 predictions for social media
I’ve done the research (and a LOT of note-taking) to bring you my predictions for what’s coming in the social media world in 2025. We’re talking about overall trends, platform-specific predictions, content that will do well and what it all means for your business.
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From social graph to interest graph:
We’ve been seeing this major shift over the last few years: the move from a social graph to an interest graph. Back in the day, social media was all about connecting with people you knew IRL: sharing life updates, holiday snaps, and your Farmville achievements. That’s what we call a social graph.
But now? We see content based on our personal interests - the interest graph. Platforms have realised that people stick around longer when they’re served content based on their interests rather than their connections. This shift is why your feed is now full of videos, memes, and posts that align with your hobbies & interests, even if they’re from strangers halfway across the globe. And in 2025, we’re going to see even more of this. At the same time, we’ve also seen people move into more private spaces on social media platforms, like Instagram DMs. Metrics like “share per view” are increasingly important.
Key trends to watch in 2025
1. AI features & content
Over the last few years, Meta has been spending billions on their AI infrastructure. This means it’s safe to assume that we will see more AI features come to the platforms in 2025 too. So far, Meta’s AI features are fun to play with but are not exactly useful to the average Facebook user.
At the same time, we will see a lot more AI-generated content posted by users. This is going to be a big challenge for Meta because AI-generated content isn’t always as pleasant or interesting for the human user to consume but we know that the algorithms often push out or favour AI-generated content. AI content is also often used to deceive people or spread false information – unfortunately, I think we will be seeing even more of that next year.
2. TikTok ban or nah?
At the time of writing, it still looks like TikTok will be leaving the US somewhere around mid-January if they don’t find a solution to the government-approved sell-off bill. TikTok has about 170 million users in the US alone, including many popular content creators who are watched worldwide. While a ban could affect the platform’s variety in content and see US creators’ loyal followers flock to other platforms, it could also be a great opportunity for non-US creators to get more attention. Facebook and Instagram are also set to benefit of a ban as they have invested heavily in video content.
Globally, TikTok’s growth in social commerce (e.g. TikTok Shop and live shopping) will continue, especially as it aims to replicate its success in Asia. In its yearly report for 2024, TikTok reported that, in the US, TikTok shop live sessions hosted each month had tripled in 2024.
3. Social Media as a search engine
More than 60% of Gen Z now use platforms like Instagram and TikTok to find restaurants, activities, and products. This means businesses need to optimise their content for discoverability if they want to attract younger generations, including Millennials.
Content: what’s going to work in 2025?
1. Authentic & less polished
Gone are the days of over-curated, magazine-perfect feeds. Instead, we’re seeing a rise in “curated but not curated” content: aesthetic storytelling that feels natural. For brands, this means swapping out traditional product shots for lifestyle videos that show how your products fit seamlessly into real life.
2. FaceTime-style content
Creators who make you feel like you’re on a video call with a friend are in. In 2025, content that feels personal, relatable, and conversational will continue to do well.
3. Employee-Generated Content (EGC)
Brands are increasingly showcasing their teams through behind-the-scenes content that’s both entertaining and authentic. If you’re a solopreneur, share your life and work in a way that connects with your audience.
A prime example of EGC is Fayt, an Australian fashion brand.
Brands are also shifting their focus towards their customers instead of influencers. I’ve seen several brands switch out their classic influencer brand events for events where they invited and rewarded their customers. In fact, trust in influencers has reportedly decreased, particularly with Gen Z.
4. Long-form & episodic content
Low-budget TV shows, but on social media. Brands are leaning into storytelling with series-style content that keeps audiences coming back for more.
Final thoughts:
Social media is ever-evolving, and while no one has a crystal ball, staying ahead of trends can give you a competitive edge. Want to stay updated year-round? Subscribe to my free newsletter for the latest social media insights and tips.
Until next year—let’s see how many of these predictions come true!
Talk soon,
Hanna
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