10 Social Media Trends You Need To Know in 2025

If there's one thing we can count on, it's that social media is always changing. 

And while trends may come and go, this year was less about following the rules, and more about paving the way for experimentation.

In 2025, we’re predicting an even bigger shift towards originality and transparency. 

Keep reading for the top social media trends to inspire your social media strategy in 2025.

10 Social Media Trends to Watch in 2025

Here are the 10 social media trends the Later marketing team expects to make waves in 2025.

From the rise of nostalgia core to more conversations about AI content creation, these are the trends to keep on your radar:

#1: Long-form Content Returns 

For the past three years, short-form content centered around trending audio has been a key strategy for growing on TikTok and Instagram.

But in 2025, solely hopping on trending audio isn’t a complete strategy for your channel anymore. 

In order to stand out, we predict creators and brands will get more creative with longer and more original content. 

Whether it’s adding commentary to a pop culture moment or a day-in-the-life vlog, video content is already shifting beyond the typical 15 or 30-second length.

And with YouTube creators still reigning supreme amongst younger generations, it's only natural to see TikTok and Instagram encourage their users to create longer videos too.

The challenge will lie in incorporating long-form content without completely abandoning trends. 

FYI: With Later, you can plan and schedule your social media posts (and videos) in advance. Start your free 14-day trial today.

#2: Influencers Use Product Placement 

POV: You watch a video of your favorite influencer applying lipgloss while they talk about everything but the lipgloss.

Jump to the comment section and you’ll likely see comments asking for the lipgloss brand.

And that is the power of product placement.

While it’s not an entirely new concept, it is a subtle way to highlight a product and leave audiences intrigued rather than fatigued when it comes to buying. 

Take content creator Delaney Rowe, who subtly worked Gucci into her depiction of the cynical female lead in every rom-com you've ever seen:

We predict this type of marketing will be experimented with by brands who have affiliate marketing programs and are looking to join the conversation in a more "organic" way.

Need help sourcing influencers and managing campaigns? Try Later's influencer marketing platform and services for enterprise businesses free for 14 days.

#3: TikTok Is In its “FaceTime” Era

TikTok content has seen a shift towards more casual, off-the-cuff storytelling in the last year.

The appeal? It forms deeper connections.

Creators like @simimoonlight make their followers feel like they're catching up with a friend over a FaceTime call:

Why? Audiences want more "FaceTime" with their favorite influencers and brands.

As creator Nicky Reardon explains: "They are craving more companionship over entertainment."

#4: More AI Integrations

As generative AI continues to generate buzz, we predict we'll see more brands jump on the bandwagon — whether it's adopting AI into their software or creating AI-inspired filters and tools.

At Later, we’ve embraced AI by adding new features like Caption Writer, which can generate a social media caption in seconds.

That said, AI can’t replace originality, and an overuse of AI can prove to be too much of a good thing. The rise of AI influencers has faced significant backlash, with 44% of surveyed consumers saying they feel "too fake." They're conversations we’ll be seeing a lot more of in 2024.

#5: Nostalgia Core 

In 2024, it seemed like there was a core for everything: from cottage core to millennial core, it was endless. 

But what is a “core”?

According to USA Today, it's as a term used to describe “preexisting subcultures or niches. This can include anything from patterns to colors to clothing items.”

And thanks to Gen Z’s resurgence of 90s and Y2K fashion, we predict brands will be jumping on the nostalgia trend in 2025.

Whether it’s creating throwback content or using "vintage" promo to launch a new product — it all makes for effective, relatable marketing.

Expect to see plenty of influencers post nostalgia content, too.

Take fungkiigrrl who curates videos with intentionally low-quality graphics of beloved products from the 90s and early oughts. 

Even Pinterest, with their annual Pinterest Predicts, has slated several nostalgic related aesthetics on their trends report like “Dolled Up”, “Primary Play” and “Rebel Floats”. 

The time to go retro is now. 

#6: Keyword Search & SEO Take Center Stage 

Move over Google — nearly half of Gen Z is using TikTok and Instagram for search instead. 

This means that if you want your content to get discovered, optimizing your posts with keywords is more important than ever. 

In a broader sense, this change reflects how searching a topic on the internet has changed.

Users are looking for a more exploratory experience with curated takes and personal experiences (think TikTok storytelling and honest reviews on Reddit). 

TIP: When building out your 2025 social strategy, make a list of keywords you’d like your brand to rank for and be sure to regularly create social content around them.

#7: More Selectivity With Platforms

It’s easy to feel burnt out from social media as a user, let alone an influencer or social media manager who has to use it more frequently for work. 

However, if you’re looking to grow, a consistent posting schedule is a requirement on any social platform — meaning brands have to get more selective with where to dedicate their time. 

And with new platforms popping up only to fizzle out (remember Lemon8?), it’s key to focus on what will make the most impact for your brand rather than jumping on something just because it's trendy.

Quality > quantity.

#8: Storytelling Is Less Linear 

One trend we’ve seen grow is the concept of telling a story mid-way through instead of at the beginning. 

It’s the ultimate hook — whether it’s decoding a trending topic or sharing a sound bite that’s bound to stop viewers in their tracks.

In TikTok’s 2025 Trend Report, they’ve noted how storytelling is becoming more unhinged than ever: “The creative storytelling opportunities on TikTok are endless, and this next year will bring the TikTok community even closer together.”

This style of storytelling prompts the audience to dig a little deeper to understand what’s happening. 

And what better way to get someone’s attention than to make them feel a little FOMO? 

TIP: You can also apply this trend to video captions by mentioning something that happens in the middle of your video. It’ll encourage users to keep watching until they spot your reference.

#9: Gated Content 

There’s been a growing shift towards gated content, for a few reasons: 

• Fatigue of “suggested content” popping up on social feeds 

• Creators and brands seeking a deeper connection with their most-loyal followers 

• Creators wanting to “own” their content outside of always-changing social media platforms

• Creators looking to monetize with “exclusive content” for their biggest fans 

Whether it’s using the Instagram Subscriptions feature or taking to Substack, will this strategy make content and newsletters more exciting? 

Only time and open rates will tell. 

#10: Instagram Doubles Down on Gen Z 

According to Statista, Instagram usage is up for not just Millennials, but Gen Z too.

Combine that with Meta’s latest annual Instagram Trend Talk being centered around Gen Z, and it’s safe to guess that the platform has its eyes set on this demographic.

Higher Instagram usage could also point to positive signs for Threads, Meta’s newest platform that established itself as a serious alternative to X in 2024.

While social media is always evolving, staying on top of content (and usage) trends will help you find greater success when trying out new strategies. 

And the brands and influencers who aren’t afraid to experiment will always succeed.

Later's social media management platform is trusted by 7M+ marketers, brands, and influencers — start your free trial today.