Social Media Trends 2025: Cutting Through the Hype 

Let’s be honest—every year, a new batch of “must-know” social media trends shows up, and half of them are gone before you even have time to care. Brands waste time chasing the latest viral dance, overproduce AI-generated content that no one believes is real, and stress over whether they should jump on yet another new platform (RIP Clubhouse). 

So, what’s actually worth paying attention to this year? Let’s cut through the noise and get straight to what’s working—and what’s not. 

Short-Form Video: The Undisputed Champion

If you’re still treating video content as an afterthought, you’re already behind. Platforms are rewarding video content—especially short-form—more than anything else, and users can’t seem to get enough of it. 

The Hype: Platforms are pushing short-form videos like they’re the cure for all marketing woes. 

The Reality: This one actually is true. People love quick, engaging content, and platforms like TikTok, Instagram Reels, and YouTube Shorts are rewarding it more than ever. With the average human attention span now hovering around 8 seconds, you need content that grabs attention fast and delivers value immediately. 

• 93% of marketers say they’ve landed new customers thanks to short-form videos 

• People spend over an hour a day consuming short-form video content 

The Takeaway: If short-form video isn’t part of your strategy, you’re leaving engagement (and money) on the table. 

AI-Generated Content: Proceed with Caution, Your Creative Should Be Human 

AI is the shiny new toy in marketing, and brands are going all in. But just because you can automate everything doesn’t mean you should. 

The Hype: AI will handle all your content creation—just sit back and relax. 

The Reality: AI is great for brainstorming ideas, speeding up workflows, and even writing first drafts, but here’s the problem—audiences can tell when content lacks a human touch. And they’re not fans. 

• 27% of consumers would block or unfollow an account that posts AI-generated content 

• 73% of people are concerned about the amount of AI-generated content they’re seeing 

The Takeaway: AI is a tool, not a replacement. Use it to support content creation, but keep your brand voice and authenticity front and center. 

Employee-Generated Content (EGC): The New Influencers 

Influencer marketing is still huge, but there’s a shift happening. Instead of paying influencers with millions of followers, brands are turning to their own teams to share behind-the-scenes content—and it’s working. 

The Hype: You need to be using influencer marketing. 

The Reality: Big-name influencers are expensive, and audiences are more likely to trust real people than highly curated influencer partnerships. Brands like Loewe and Fenty Beauty are leveraging behind-the-scenes content from employees, and it’s driving millions of organic views—without paid promotions. 

The Takeaway: Your employees have a unique perspective and built-in credibility. Encourage them to share real, behind-the-scenes content—it’s relatable, authentic, and costs nothing. 

Trend-Chasing: Just Stop 

Not every viral trend is worth jumping on. In fact, most of them aren’t. Brands that force themselves into the latest internet trend just come off as awkward, desperate, or worse—completely out of touch. 

The Hype: Jump on every viral trend to stay relevant. 

The Reality: Consumers see right through this, and frankly, they find it embarrassing. 

• A third of consumers say it’s cringe when brands hop on viral trends that don’t fit their identity 

• Trying to force a meme, trend, or dance challenge into your brand just makes you look desperate 

The Takeaway: Unless it actually fits your brand and serves a purpose, skip the trend-hopping and focus on content that actually matters to your audience. 

The Anti-AI Wave: Authenticity Strikes Back (Thank God!) 

We’ve reached peak AI saturation, and people are starting to push back. Brands that lean too heavily into AI-generated everything are losing trust fast. 

The Hype: AI is the future, so embrace it fully. 

The Reality: AI-generated content is everywhere, and people are already starting to distrust it. Overuse of AI in social media is making audiences skeptical—especially when it lacks human emotion, nuance, and originality. 

The Takeaway: AI should enhance your content, not replace human creativity. If your brand loses its personality, you’ll lose your audience. 

TLDR: What’s Actually Working in Social Media (and What’s Just Noise) 

Short-form video? Absolutely. People are glued to it, and platforms are rewarding it. If you’re not using it, you’re leaving money on the table. 

AI-generated content? Tread carefully. It’s helpful, but audiences can tell the difference between real and robotic. 

Employee-generated content? Goldmine. It’s authentic, free, and performs better than influencer marketing. 

Jumping on every viral trend? Just stop. If it doesn’t fit your brand, it’ll make you look desperate. 

Mobile optimization? Non-negotiable. If your site is slow, clunky, or hard to navigate, you’re paying for clicks that go nowhere. 

Social listening? Do more of it. Your audience is literally telling you what they want. Are you paying attention? 

Unhinged, raw content? Surprisingly effective. Brands that drop the polished perfection in favor of realness are winning. 

IRL events? Making a comeback. People are craving real-world connections, and brands that meet them there will reap the benefits. 

Social media is always evolving, but the formula for success isn’t complicated: Cut through the hype, focus on what actually works, and ignore the trends that don’t move the needle. 

If you need help figuring out what’s right for your brand (and what’s just a waste of time), we should talk.