Navigating Social Media in 2025: Key Trends and Updates

The social media landscape is evolving rapidly in 2025, introducing new trends and features that are reshaping how brands and users interact. Staying informed about these developments is crucial for effective engagement and strategy formulation.

Here's an overview of the latest trends and updates:

January 2025 Social Media Updates

• Bluesky Surpasses 20 Million Users: Bluesky has surpassed 20 million users, indicating its growing influence in the social media space.

• Instagram Video Quality Adjustments: Instagram may lower your video quality if view rates are low, prioritizing higher-quality content from creators with better engagement.

• Threads Tests Custom Topic Feeds: Threads is testing custom topic feeds, letting users curate content around specific subjects—accessible by swiping down on the home screen.

  
  

• Instagram Removes Hashtag Following: Instagram is removing the option to follow hashtags, and hashtags you follow will no longer appear in your feed.

• Instagram Highlights Update: Instagram highlights are moving to their own tab on your profile grid, similar to the Reels layout.

1. Short-Form Social Media Videos Continue to Trend

   
   

Short-form videos remain a dominant force on platforms like TikTok, Instagram Reels, and YouTube Shorts. These videos are not just for entertainment but also for education, product promotion, and storytelling. Short, engaging clips have proven to capture attention faster and keep viewers hooked.

Tips for Businesses:

Creating concise, visually appealing content that delivers value in seconds is essential. The rule of thumb? Keep it short but impactful.

Why Short-Form Videos?

• Bite-sized content is perfect for today’s shorter attention spans.

• Videos remain highly engaging, blending entertainment with education.

• Vertical videos (Reels, Stories, TikToks, Shorts) boast a 90% higher watch completion rate compared to horizontal ones!

2025 Short Form Video Statistics

As per Wyzowl's 2025 Video Marketing Statistics Report

91% of businesses use video as a marketing tool.

96% of video marketers say video marketing has increased user understanding of their product or service.

91% say video marketing has helped them increase traffic.

89% of people say watching a video has convinced them to buy a product or service.

79% of people say watching a video has convinced them to buy a software or app.

2. The Demand for Authenticity

In 2025, raw, unfiltered content reigns supreme. Audiences, especially Gen Z and Millennials, want to connect with relatable and transparent brands.

Why it works:

• Consumer expectations: A study found that 90% of consumers value authenticity when choosing brands.

• Impact on engagement: User-generated content is perceived as more trustworthy and engaging. For instance, 75% of professional marketers find UGC to be a more authentic content type, and engagement increases by 28% when consumers can view a mixture of user-generated product videos and official brand-authored content.

• Consumer trust: Consumers are 2.4 times more likely to view user-generated content as authentic than brand content, highlighting the importance of authenticity in building trust.

• Influence on purchase decisions: User-generated content significantly impacts purchasing behavior, with 82% of consumers more likely to make a purchase after seeing user-generated content.

How brands can be authentic on social media

• Show your human side: Share behind-the-scenes content, employee stories, and day-in-the-life videos. This helps audiences see the people behind the brand and fosters a sense of reliability.

• Participate in real-time trends: Engage with trending topics and challenges in a way that aligns with your brand values, but don’t force participation just to appear relevant.

• Be transparent: Address mistakes openly, share insights about your processes, and provide an honest look at your company’s journey. Transparency is a cornerstone of authenticity.

3. AI-Generated Influencers: A New Wave of Personalities

Artificial intelligence is stepping into the spotlight with AI-generated influencers—digital personalities created entirely by algorithms. These virtual influencers can appear more realistic than ever, with lifelike expressions, dynamic interactions, and tailor-made branding. Brands are partnering with these digital creations to reach audiences in fresh, cost-effective ways.

Why it matters: 

AI influencers don't age, demand high fees, or need breaks. For marketers, this trend offers unprecedented control over messaging and image consistency. Expect platforms like Instagram and TikTok to feature more of these virtual personalities.

4. Sustainable and Ethical Social Media Practices

   
   

With growing awareness around sustainability, platforms are adopting eco-friendly practices. Users are increasingly drawn to brands and platforms that demonstrate a commitment to environmental and ethical values.

How to adapt:

Highlight your company’s sustainable efforts on social media. Use visuals and campaigns to showcase your contributions to a greener future, such as using renewable energy or supporting social causes.

5. Instagram Threads: A Rising Platform

Within less than 24 hours, Meta CEO Mark Zuckerberg announced that Threads had reached 30 million users. Now, this number is over 150 million users and 23.6 million daily active users.

Threads, created by the Instagram team as a major competitor to X (formerly Twitter), enhances your experience of sharing texts and engaging in public discussions.

6. Hashtags... Dying?

It’s not as alarming as it might sound. Social media networks are increasingly behaving like search engines, which means Social SEO is becoming essential. Just like traditional SEO, Social SEO involves a variety of elements, with hashtags being just one part of the mix.

You can’t simply add 20 hashtags and hope for the best. It’s important to be intentional with your choices. Your hashtags should align with your keywords, description, and the content of your post to be effective. Whether you use three or ten hashtags, what matters most is that you choose them thoughtfully.

7. Social Fatigue and Selective Engagement

   
   

In an oversaturated social media landscape, users are becoming increasingly selective, engaging with fewer high-quality posts. Users are overwhelmed by the sheer volume of content, spending less time scrolling and more time seeking value.

Tips for adapting:

• Use polls, quizzes, and Q&As to encourage active participation.

• Build an emotional connection with relatable stories.

To Conclude

Staying ahead of these trends and updates is vital for navigating the dynamic social media landscape in 2025. By embracing authenticity, leveraging AI advancements, and adapting to platform-specific changes, brands can effectively engage with their audiences and maintain a competitive edge.

Enhance your brand and boost your social media presence with marketing services from Lauren Design Co.