Social Media Trends

After 9 hours of research, I discovered the major social media shifts in 2025. Social media is now a young adult, leaving the parents' home—traditional marketing—and carving its own identity—this theme is shared across all trends. 1. Social Media is breaking free from brand identity - Social teams are breaking free from the rigid “stay on brand” rule because it kills creativity. Look at AirAsia's on-trend content or myBurgerLab's quirky customer-centric posts. They don’t look corporate but stick in your audience’s mind. The truth? Social media’s job is to entertain and connect. If your content does that, you win—even if it feels off-brand. 2. Influencer Marketing moved beyond “Can we pay you to post?” Sure, influencer posts can generate awareness, but clicks and conversions? Not so much. Viewers have to jump through too many hoops to reach your product page. The solution? Turn influencer content into ads. Platforms like Shopee and Lazada already do this, letting influencers showcase products directly through shoppable ads. Another example? Brands like Muji Malaysia Sdn Bhd are doubling down on authentic, user-generated content for paid campaigns. The less polished the content, the better it performs—it feels real, unlike an ad. UGC-style content stops the scroll, and the results speak for themselves. 3. Video has been on every trend list for 20 years, right? But in 2025, it’s evolving again. You need a face that is raw and engaging; even LinkedIn is prioritizing the same. This is where Employee-Generated Content (EGC) comes in. Take Tokopedia's employee-led TikToks—simple, fun, and insanely shareable. However, not every brand has willing or camera-ready employees. Enter brand hosts—creators explicitly hired to represent your brand on video. Look at platforms like TikTok, Kumu, or Douyin, where brands do this at scale. 4. Social Shopping—Remember when high-end brands avoided e-commerce giants like Lazada & Amazon? Now, they’re embracing it because the revenue is undeniable. The same shift is happening with TikTok Shop and Shopee Live. Take Dyson, which showcased premium products during TikTok Live sessions for Singles’ Day sales and crushed it. Social shopping isn’t just for low-cost items anymore. It’s for anything—and it’s reaching massive audiences. 5. Live Content - Live isn’t new but more critical than ever heading into 2025. Why? Platforms like Shopee Live, Kumu , and Taobao Marketplace Live drive trends like live shopping and creator monetization. Live streams are proof of authenticity in a world dominated by AI-generated content. Even as AI-generated videos become indistinguishable from real ones, live content will stand out as raw, unfiltered, and honest at least for a while. Final Hot Take: In 2025, social media should be an independent team that doesn't have to be part of branding and marketing. #ravisbook  #socialmedia  #contenstratetgy #2025strategy

Social media is going through a major shift—platforms are evolving, AI is everywhere, and brands are rethinking what actually works. Here's what I heard from top industry experts at Social Media Outlook last week in DC, including Joseph Ferguson (The Washington Post), Gina F. (Charles Schwab), Paige Hopkins (Axios), and Avery Whitehead (Former Deputy Director of Platforms, The White House), moderated by Paul Sherman (Potomac Tech Wire)... 🤖 AI is changing everything—but it’s not a magic fix. AI-generated engagement (bots commenting on bots) is making community management trickier. And while AI can speed up content creation, it still falls short on research and credibility—meaning teams often spend more time fact-checking than if they’d done the work themselves. 📲 TikTok vs. YouTube: Two very different plays. TikTok = fast trends, fast virality. YouTube = strategy, depth, and long-term audience building. TikTok might get you quick wins, but YouTube is where real brand loyalty is built—if you put in the effort. 💡 Facebook isn’t dead (even if some of us wish it was). 33% of people still get their news on Facebook. It’s shaping public opinion and can’t be ignored. Companies like Charles Schwab are using it strategically to educate and build community, proving there’s still opportunity if you have the right approach. 📉 Overhyped strategies in 2025 (according to panelists): - Spending big on influencers—micro-influencers with trust deliver better ROI. - Hashtags—platform algorithms already understand context without them. - Long videos—short, straight-to-the-point content still dominates. - Trying to be a “cool brand” when it’s just not authentic. People can tell. Biggest takeaway: Trust and engagement matter more than ever. Comment sections are the new newsfeed. Conversations drive momentum. And SEO-optimized keywords inside platforms (not just on Google) are key for discoverability. Every trend isn’t for every brand—so focus on what actually moves the needle. Which of these trends caught you by surprise? Anything you're relieved to hear?

The social media landscape is evolving rapidly, and I'm seeing something fascinating: the fusion of digital and physical worlds. Here's what you need to know: The big insight: While giants like Meta and ByteDance dominate the mainstream, the real innovation is happening in "IRL to URL" and vice versa platforms that bridge online and offline experiences. Here's what's driving the next wave of social apps: 🤝 IRL to URL Revolution - Partiful is exploding (3M MAU, $400M valuation in Series B) - Gen Z is rejecting passive social media for active connection - New platforms focus on maintaining relationships post-meetup - Cross-generational appeal: From teens to 60+ year-olds 🎯 Intentional Connection - Moving beyond content consumption to real relationships - Focus on effort and thoughtfulness in digital interactions - AI-powered tools helping maintain authentic connections - Emphasis on small gestures: shared memes, dinner plans, experiences 👨🎤 Creator Economy Integration - Substack Notes enables writers to build intimate communities - New social apps prioritizing creator-first features - Direct creator-to-community connections becoming standard 🔐 Platform Evolution - Mastodon (10M users) and Bluesky leading decentralization - BeReal championing authenticity - Discord (150M MAU) proving community-first works - Emerging platforms focusing on relationship maintenance 💰 Business Model Innovation - High retention trumping immediate monetization - Freemium + premium features working well - TikTok's commerce integration success (1.69B MAU) - Subscription models thriving across platforms The numbers tell the story: - Instagram: 2B MAU - TikTok: 1.69B MAU - LinkedIn: 930M MAU - Partiful: 3M MAU (and growing fast) Key prediction: The next wave of successful social platforms won't just connect people online OR offline – they'll excel at nurturing relationships across both spaces, making digital interaction feel as natural as meeting for coffee. What I'm watching: - AI tools for relationship maintenance - Cross-platform integration - Intentional social features - Community-building tools - Digital-physical experience fusion - Post-meetup engagement solutions Whether you're building, investing, or marketing, understanding this shift is crucial. The future isn't about choosing between digital or physical connection – it's about seamlessly blending both. Thoughts? How are you seeing the IRL to URL evolution play out in your network? #SocialMedia #Community #FutureOfSocial #DigitalTrends #StartupOpportunities #TechTrends (Based on comprehensive market research and emerging social trends)

The First Digital Rebellion — and What Comes After For the first time in history, social media usage is no longer rising. In fact — it’s starting to fall. And it’s not the over-40s logging off. It’s the youngest users. 📉 According to GWI’s global data, average social media time peaked in 2022 and has since declined in more than 30 of 48 tracked markets. Even the Financial Times called it “the first real slowdown in the attention economy.” (GWI Report: https://lnkd.in/eAkUUrSu? FT analysis: https://lnkd.in/eGCkQyQA?) 🇩🇪 In Germany, the JIM 2024 study found that daily online time among 12–19-year-olds dropped from 224 to 201 minutes per day - the first significant decline in a decade. (JIM-Studie 2024 https://lnkd.in/ez7_quCZ) These are not minor blips. They mark the moment when the generation that grew up inside social media started to quietly opt out. They know the dopamine loop by heart. They’ve seen both the fun and the fatigue. And unlike their parents, they’re willing to walk away. This is not anti-tech. It’s post-tech: the maturity phase of digital culture. Gen Z isn’t rejecting the network — they’re redesigning their relationship with it. And that makes the timing fascinating. This “social pullback” began before AI flooded feeds with synthetic content. Now, as algorithms generate infinite video, text, and noise, the true scarcity is shifting - from content to credibility, from volume to value, from scrolling to selecting. Maybe this is the real digital revolution ahead: not more screens, more feeds, more engagement - but a generation that finally learns to choose. 🧠 The next big online trend might be no trend at all — just humans reclaiming time from machines.

📲 Did Social Media Peak? 🤷 Signs, stakes and a deep look ahead After years of growth that felt unstoppable, new data from the Financial Times suggests global time spent on social media may have already peaked in 2022 — down roughly 10% since. That might sound like a small shift. But in platform history, these small shifts often precede revolutions. In my latest long read, I take that FT analysis as a starting point — and look at what comes next. Because the real story isn’t only about less time on Instagram or TikTok. It’s about a new kind of platform quietly taking over the front door of the internet. 🤖 AI platforms like ChatGPT, Claude, Gemini and others are not just tools anymore — they are becoming the front end of our digital lives. And that’s the real challenge for traditional social media: how to keep users inside when the next wave of interaction is happening somewhere else. Here’s what I explore in the full piece 👇 1️⃣ The FT question — what the data really says about social media time peaking globally. 2️⃣ Reactions and reality checks — from researchers, designers, and economists looking at what’s actually changing. 3️⃣ The nuance behind the numbers — why “peak” might mean maturity, not decline. 4️⃣ A healthy slowdown — why a bit of fatigue could be the best thing that ever happened to social media. 5️⃣ The real shift — AI platforms are trying to become digital touchpoints, or even human interfaces, owning the user at the source. 6️⃣ What it means next — for creators, brands, and the platforms themselves. Full article: Did Social Media Peak? 🧭 After Peak Social Media, the Race to Become the World’s Default Touchpoint Has Begun That could be a good episode of my new A guy with a scarf asks a question to... just need to find the ideal candidate - tough question A guy with a scarf Financial Times #ai #social

In 2025, brands will take back creative control on social media. The shift has already started. For the past few years, brand accounts have leaned into the "TikTok aesthetic" trying to look as native as possible. But it’s created wayyy too much sameness. The social teams I talk to want to bring their brands to life in new ways, not dilute them by only chasing trends. This shift is driving more creativity, and better team collaboration between social and the rest of marketing. We now know that authenticity on social isn’t just about looking native. TikTok and Meta themselves are encouraging brands to push creative boundaries. Both have confirmed in 2024 that native overlays don’t boost algorithm performance. And both are promoting the use of third-party creative tools to brand social teams (not just CapCut). In 2025, social and brand will work more as one. 🤝 Because social media is the voice of your brand, not the place to abandon it.

I’ve been thinking a lot about where social media is heading as we move toward 2026… and if we actually pay attention to what we’re seeing (and our own habits), the direction feels pretty clear. AI-generated content is everywhere right now. Not just visually, but in the way posts are written, packaged, and pushed out at scale. And while AI is absolutely a tool (I use it too), a lot of what’s landing in feeds feels… hollow. Polished, yes. Efficient, sure. But so dreadfully flat. Look, we’re human. We can feel when something hasn’t been lived. The same way you notice dead eyes in an image… there’s a lifelessness to a lot of writing right now. Audiences are saturated. They've hit a consumption wall. And as a result, people are quietly tuning out. Logging off. Posting less. Consuming differently. I know I am. Every time I log on lately, I’m met with long, AI-generated posts stuffed with words just to rank… not actually connect. Giant word salads. The next phase of social media isn’t about being louder. It's about being intentional. We don’t need to see every meal or meeting to prove someone is “connected.” If you think about it, real influence is usually discreet. High follower counts won’t be the flex they once were. Trust will matter more. So will relevance and purpose. Smaller audiences who actually care will outweigh massive numbers built on noise. I’m also seeing more people go private… especially those with real influence. Think about it. The most famous people you know aren’t actually that accessible. So it makes sense that people want closer communities and limited-access spaces. Something that feels more real. Less documenting every breath, more choosing what’s worth sharing. It will be an era of need-to-know… and not everyone needs to know. When everything and everyone is loud, it can feel deafening. Discernment becomes the differentiator. So what does this have to do with hospitality? Well, there are big implications. Our industry has always been about human connection, emotional intelligence, and presence. About making someone feel seen and heard, not sold to or told to (there's a lot of that). The brands and people who will stand out in 2026 won’t be the ones shouting the most. They’ll have more intention. They may tell fewer stories, but better ones. At the end of the day, humans still connect with humans. And the future belongs to those who stay real in a very automated world. To me, it feels like shift is already happening… anyone else sensing it? #socialmedia #2026trends

✨ Just wrapped up the Dash Social Conference, and my brain is buzzing with insights about where social is really headed. Here are the biggest takeaways that every brand and creator should know ⬇️ 💡 1. The era of the follower is over. We’re not living in the time of followers anymore, we’re living in the time of the algorithm. Creators don’t just exist on platforms; they put us in the algorithm. 🎬 2. Entertainment is the new currency. Posts with a 7.5+ entertainment score reached 4.5x more people on TikTok and 13x more on Instagram. It’s not about views... it’s about retention and emotional connection. 👉 Brands like rhode skin and Bubble are leading with high entertainment scores because their content feels human, not branded. 💞 3. Shares are the new social currency. Shares are up 60% on TikTok and 10% on Instagram since 2024. If someone sends your post to a friend, that’s the ultimate signal it resonated. Ask yourself: “What emotion would make someone share this?” 👉 Think of ALO and Adanola — their content sparks conversation and aspiration. 💬 4. Community is built in the comments and through conversations in the DMs. Your audience wants to feel seen and heard, not just spoken to. Tools like Instagram broadcast channels are a great start to building that deeper connection. 🤖 5. AI is here to elevate, not replace. Brands like Fabletics are using custom ChatGPT models to analyze comments, summarize sentiment, and support their creative teams in real time. 🎨 6. POV > trends. Trends come and go! Your brand point of view is what builds equity. If something performs, do it 5x more. TikTok rewards consistency. 👉 I.Am.Gia and Zimmermann are great examples of staying on-brand while still evolving creatively. 📊 Platform quick hits: TikTok = highest engagement (REVOLVE and Nike are mastering entertainment-first storytelling) Instagram = best reach (carousels are winning — think CULTNAKED and Sandy Liang) YouTube = long-form comeback (UNIQLO and Coach are showing how to blend storytelling with scale) 💭 Biggest mindset shift: Stop chasing followers. Start creating content worth saving, sharing, and rewatching. #DashSocialStrategySession #SocialMediaMarketing #BrandMarketing #SocialMediaManager

📊 The 2025 Creator Economy Wrapped Is Here — And the Shift Is Massive The creator economy didn’t just grow this year… it transformed. After reviewing our Top 10 Trends of 2025, one thing is clear: 👉 Creators aren’t just shaping culture — they’re shaping platforms, commerce, and entire industries. Here’s what’s defining the year (and your 2026 strategy): 🔥 1. Creators Are Going Live IRL 41% of U.S. social media users attended an in-person influencer event. Offline creator experiences are now a major revenue + community driver. 📺 2. YouTube Is Becoming a TV Platform TV screens now beat mobile for YouTube viewership. Creators are optimizing for the living room. 🛍️ 3. Social Commerce Is King TikTok Shop: 1B+ users, 15M sellers. Global social commerce spend in 2025: $1.1T. 👧 4. Gen Alpha Is a Core Audience YouTube Shorts ads are now driving more teen purchases than equivalent TikTok placements. 💼 5. LinkedIn-fluencers Are Rising Video uploads are up 36% YoY. Video watch time is up 36% YoY. B2B creators are officially mainstream. 🧴 6. Creator-Founded Brands Are Booming Influencers are launching lifestyle brands at scale—beauty, skincare, personal care, athleisure, you name it. 🤖 7. AI Is Reshaping Content Creation TikTok, Instagram, and YouTube rolled out major AI tools that streamline optimization, editing, and production. ✨ 8. Authenticity Still Wins Creators who lead with expertise, originality, transparency, and integrity consistently outperform. 🌱 9. Micro-Communities Are the New Power Channel Niche communities + in-person activations = top conversion engine of 2025. 🤝 10. Long-Term Partnerships Are the New Standard 45% of creators with 100K+ followers prefer long-term deals. Brands win with deeper trust, better storytelling, and stronger conversions. 🎯 The Bottom Line The creator economy isn’t slowing down — it’s professionalizing. The real question for brands in 2026 isn’t: “Should we work with creators?” It’s: “How do we build long-term, always-on creator ecosystems that drive measurable ROI?” Want our full 2026 predictions? 🔮 → https://lnkd.in/d-hikrSc P.S. Which trend surprised you the most? Drop your thoughts below — I read every comment. 👇 About me: I’m Alessandro Bogliari, CEO of The Influencer Marketing Factory. We’ve executed 1,000+ creator campaigns, and I host The Influence Factor podcast (top 1% globally). 🎙️ Follow for weekly creator economy breakdowns, platform updates, and data-driven insights.

I've been creating content since 2011, and I've never seen the landscape shift this fast. After 15 years in the creator economy and now building Rella, I'm watching fundamental shifts happen in real time. Not trends. Shifts. Here are 5 predictions for 2026 that will change how brands and creators approach content: 1. Higher-quality content is entering short-form The casual iPhone style is oversaturated. The bar is rising. Higher-quality content signals authority without being overly produced. Better framing, clearer audio, stronger storytelling. The pendulum is swinging back. (See: Bilt's "Roomies" series that feels like The Office, not just another reel) 2. Only a few lifestyle influencers will remain If you're starting on social media in 2026, you need authority in something specific. Ask yourself: why would people follow me? No clear answer? Back to strategy. Lifestyle influencers will increasingly start businesses to sustain their brand and income. 3. Smaller brands will prioritize community and employees over influencers Instead of paying large influencers thousands for low-engagement brand deals, smaller brands are investing in the people who already love their products. Brand trips, PR, product input—going to loyal customers. Deeper trust beats broader reach. cocokind is taking community trips and JPMorganChase is having interns post "day in the life" vlogs 4. Long-form content is making a comeback 2010s: YouTube/blog first, Instagram second 2020-2025: Short-form only 2026: Hybrid model Short-form = discovery and testing. Long-form = depth and loyalty. You need both working together. 5. The funnel is dead People don't convert in a straight line anymore. They lurk, leave, come back, see you across multiple touchpoints, then convert. At Rella, we stopped thinking about our marketing "funnel" and started thinking about it as a marketing "web." Repetition and consistency across platforms build trust over time. These aren't just predictions. They're the reality I'm already seeing as both a creator and founder. Which one are you already sensing in your own work? P.S. I wrote a full breakdown of each prediction - the link is in the comments!