Important Trends You Need to Know About Social Media

In the fast-paced world of social media, keeping up with the latest social media trends is crucial. Platforms that once simply connected friends now drive online communication, commerce, and culture on a global scale. Did you know that as of early 2025, 63.9% of the world’s population uses social media, spending an average of 2 hours and 21 minutes per day on social networks? That equates to 5.24 billion people logging on to connect, share, and shop. Social media’s reach spans the general public, technology enthusiasts, and e-commerce shoppers alike, making it a cornerstone of daily life and digital engagement. From viral TikTok challenges to Instagram shopping sprees and LinkedIn thought leadership posts, social media in 2025 is more influential than ever. This article dives into the most important trends shaping social media today – backed by fresh 2024–2025 data – and offers insights (and actionable tips) for how you can adapt your strategy in this rapidly evolving landscape.

Figure: Global overview of social media use as of Feb 2025. 5.24 billion people (63.9% of the population) use social media, a year-on-year increase of 4.1%. The average user spends 2h 21m per day on social platforms. This ubiquity underscores how central social networks have become to digital marketing in 2025 and everyday life.

The Social Media Landscape in 2025

Social media usage has reached record highs in 2025, and its influence is still growing. People now use an average of 6.8 different social platforms each month, hopping between apps for various needs – whether it’s entertainment, shopping, news, or networking. Established giants like Facebook (now with over 3 billion users) still dominate in size, but newer platforms are rapidly changing user behavior. Short-form video and private communities are booming, and social media has become a primary channel for product discovery and customer engagement. In fact, 84% of marketers agree that consumers will search for brands on social media this year, reflecting a shift toward “social search”. Likewise, 69% of marketers predict that more shopping will happen directly on social apps than on websites in 2025. From a global perspective, social networks are not just for personal connection – they’re critical for businesses in the technology and e-commerce sectors to reach audiences and build brand loyalty. In the following sections, we’ll explore platform-specific trends on TikTok, Instagram, and LinkedIn, and how each is shaping the future of social media.

Figure: Most popular social networks worldwide as of April 2024 by number of monthly active users (in millions). Facebook leads with 3,065M users, YouTube has 2,504M, while Instagram and WhatsApp each have 2,000M. TikTok follows with about 1,582M users – highlighting its meteoric rise in just a few years. (Note: TikTok figure excludes Douyin, its Chinese version.)

TikTok: Short-Form Video and Cultural Influence

TikTok’s explosive growth is a defining social media trend in 2025. The short-form video platform that took the world by storm in the late 2010s continues to set the agenda for content and culture. As of January 2025, TikTok has at least 1.59 billion users worldwide – an astonishing user base for a relatively young platform. It is one of the fastest-growing networks ever, reaching the billion-user mark in just about five years. To put its popularity in perspective, 27.5% of all people aged 18+ around the world use TikTok. In the U.S., TikTok usage is equally impressive: about 170 million Americans are on TikTok, and U.S. adults now spend nearly 54 minutes per day on the app on average. For many users (especially Gen Z), TikTok isn’t just an entertainment app – it’s a search engine, a shopping destination, and a trend machine all in one.

One of TikTok’s biggest impacts has been normalizing short-form, viral video as a primary mode of online communication. The platform’s algorithm excels at serving up an endless feed of catchy clips tailored to your interests, making it incredibly engaging. This has influenced other social media giants to follow suit with their own short-video features (Instagram Reels, YouTube Shorts, etc.), solidifying short-form video as a staple of social media content across the board. TikTok’s cultural influence is evident in viral challenges, dances, and memes that spill over into everyday conversation. The phrase “TikTok made me buy it” became popular for a reason – the app has massive sway over consumer trends. In fact, a recent survey found that 74% of Gen Z uses TikTok’s search feature, and 51% of Gen Z (especially women) now prefer to use TikTok over Google for search when looking up information. Whether it’s discovering a new recipe or a product review, younger users love TikTok’s video-based answers and relatable content. This rise of social search means businesses need to optimize content so it’s easily discoverable on platforms like TikTok, not just on search engines.

Another major TikTok trend is its push into social commerce. TikTok has been integrating shopping features (like TikTok Shop) that let users buy products directly from the app. This fusion of content and commerce is paying off: nearly 3 out of 4 Gen Z users have purchased a product after seeing it on TikTok. In the U.S. alone, an estimated 47.2 million people made purchases via TikTok in 2024, up 34% from the previous year. From beauty gadgets to fashion hauls, TikTok videos are driving real sales. The platform’s #ForYou page effectively doubles as a personalized storefront window. Brands are responding by partnering with TikTok influencers and creating fun, authentic content that fits TikTok’s vibe. The key to success on TikTok is embracing creativity and authenticity – the content that feels organic tends to perform best. Short-form videos that entertain or inspire (rather than overtly sell) can go viral and indirectly boost a brand. For users and creators, TikTok has lowered the barrier to content creation, thanks to easy editing tools, music clips, and now even AI effects that anyone can use to enhance their videos. All these factors make TikTok not just a platform, but a cultural phenomenon.

Actionable Tip: If you’re a marketer or business, consider TikTok essential to your 2025 social media strategy. To leverage this trend, experiment with short-form video content that highlights your product or message in a fun, story-driven way. Use trending sounds or hashtags to boost visibility, and engage with TikTok communities (e.g. via challenges or duets). Given TikTok’s influence on discovery, ensure your content is optimized for search within the app – think descriptive captions and relevant keywords. Most importantly, be authentic: TikTok users reward content that is relatable and not overly polished or “salesy.”

Instagram: From Social Sharing to Social Shopping

Instagram, once primarily a photo-sharing app, has transformed to keep up with changing social media trends. In 2025, Instagram remains a powerhouse platform with over 2 billion monthly active users, making it the third most-used social network globally (tied with WhatsApp). Its user base spans the general public, celebrities, influencers, and brands across technology and e-commerce sectors. To maintain its relevance (and compete with TikTok), Instagram has heavily pivoted toward video content and commerce. The platform’s Reels feature (short 15–60 second videos) is front-and-center, reflecting Instagram’s strategy to prioritize entertaining video content. In fact, Instagram’s head has openly stated that Instagram is “no longer just a photo-sharing app” – it’s embracing video and creators. This shift is paying dividends: Reels have the highest reach rate of all content types on Instagram, and by some reports, over 1.8 billion users per month engage with Reels content (as of early 2024). Short videos on Instagram are driving engagement, and even influencers see higher average engagement rates on Reels (around 2.08%) than on static posts. The takeaway is that short-form video is now central on Instagram too, not just on TikTok.

Beyond entertainment, Instagram has emerged as a leader in social commerce and product discovery. The platform seamlessly blends content and shopping with features like Instagram Shopping, shoppable posts, and in-app checkout. This has turned Instagram into a virtual mall for its users. According to Instagram’s own data, a whopping 83% of users say they discover new products or services on Instagram. More recent studies corroborate Instagram’s role in shopping inspiration: in a 2024 content strategy report, 61% of social media users said they turn to Instagram to find their next purchase – the highest of any platform. Every day, people browse Instagram not just to see friends’ photos, but to get ideas on what to buy, where to travel, and more. And crucially, they’re following through on those discoveries. In 2024 alone, 46.8 million people in the U.S. made purchases on Instagram, taking advantage of the app’s easy shopping features. Globally, Instagram reports that 130 million users tap on product tags in posts every month to learn more about items they see. The conversion power is striking: an estimated 54% of users have bought something after seeing it on Instagram. From swipe-up links in Stories (now stickers) to the Shop tab, Instagram has reduced the friction between seeing and buying to almost zero. This is a game-changer for e-commerce brands. It means Instagram isn’t just for brand awareness – it can directly drive sales.

Another trend on Instagram is the evolution of influencer marketing and brand content. Influencers on Instagram remain highly impactful in 2025, but audiences are gravitating towards authenticity. Micro-influencers (those with smaller, niche followings) often see strong engagement as they’re perceived as more genuine. Meanwhile, brands are getting in on the content creation act. Approximately 50% of Instagram users interact with brands at least once a day on the platform – whether by liking a post, viewing a Story, or leaving a comment. And 69% of social media users say the most engaging brand content is on Instagram, with many even wishing brands would post more. This presents a huge opportunity for companies to deepen customer relationships through regular, engaging Instagram content. Features like Stories, Reels, IGTV (longer videos), and live streams give brands creative ways to connect with followers. There’s also a community aspect: Instagram is where brands build lifestyles and communities around their products (through hashtags, challenges, user-generated content, etc.).

Actionable Tip: To ride Instagram’s 2025 trends, embrace a video-first and shopping-friendly approach. Incorporate Reels into your content mix – short, catchy videos can significantly boost your reach. Use Instagram’s shopping tools (product tags, shop catalogs) if you sell products, so that interested viewers can immediately get details or purchase. Given the high rate of product discovery on IG, treat your Instagram profile like a storefront: optimize your bio and highlights to showcase what you offer. It’s also wise to collaborate with influencers or encourage customers to create content featuring your brand (and repost it) – social proof goes a long way. Finally, engage back with your audience: respond to comments and DMs, use interactive Story stickers (polls, questions) to spark conversation, and show the human side of your brand. Building an engaged community on Instagram can translate into loyal customers and increased sales.

LinkedIn: Professional Networking Meets Content Creation

LinkedIn has undergone a renaissance and is now one of the most important social media trends in the professional and B2B space. Traditionally known as a network for job seekers and recruiters, LinkedIn in 2024–2025 has evolved into a vibrant platform for content sharing, industry news, and thought leadership. The platform’s growth reflects its expanded role: LinkedIn’s total member count surpassed 1 billion registered users in 2023, and it now boasts roughly 1.15 billion members worldwide. While not all members are active every month, LinkedIn still has an estimated 310 million monthly active users as of late 2024. Impressively, about 40% of LinkedIn’s monthly users log in daily, indicating a core user base that is highly engaged. This uptick in activity is further evidenced by engagement metrics: one analysis showed that LinkedIn’s average engagement rate (e.g. interactions per post) jumped by 44% year-over-year, reaching about 3.8% in 2024. More people are posting, commenting, and interacting on LinkedIn than ever before.

Several platform-specific trends are driving this LinkedIn engagement boom. First is the rise of content creation on LinkedIn. The platform encourages users to share professional updates, articles, and now even newsletters and live videos. Topics have broadened beyond just job talk – you’ll find posts about personal career journeys, leadership tips, industry analysis, and even memes about work life. This more personal and story-driven content has increased the time people spend on the feed. LinkedIn video content in particular is taking off, as it tends to get high engagement. Video posts are now the most popular content type on LinkedIn, often earning the highest share rates. LinkedIn has also introduced creator-focused features (like Creator Mode, follow buttons, analytics) to incentivize influencers and experts to regularly post content. All of this means LinkedIn feels more social and interactive than it did a few years ago.

Another trend is LinkedIn’s importance for businesses, especially in B2B marketing and recruitment. LinkedIn is not just for individuals networking – companies actively use it for brand awareness, lead generation, and employee advocacy. A telling statistic: LinkedIn is responsible for 80% of B2B social media leads. Marketers know that decision-makers scroll LinkedIn, so they are investing in LinkedIn content and ads. The platform’s advertising reach has grown (LinkedIn’s ad audience reach was reported around 900+ million in early 2025), and its ad revenue was about $16 billion in 2024, reflecting how much companies spend to get in front of LinkedIn’s professional audience. E-commerce and tech companies use LinkedIn to target professionals for things like SaaS tools or enterprise solutions. Meanwhile, job-hunters and recruiters are still very active – LinkedIn saw record job postings and a lot of networking activity as the job market rebounded in 2023–2024. Features like LinkedIn Learning, skill endorsements, and AI-powered career coaches are making the platform a one-stop-shop for career development. (Yes, LinkedIn has even started rolling out AI assistants for career advice and profile optimization, showing that AI is touching every corner of social media.)

LinkedIn’s user base is also diversifying. While it remains most popular among the 25–34 age group (about 60% of users), more Gen Z graduates are joining, and users in creative industries are finding a place there too. This influx of new voices contributes to a wider range of discussions on the platform. One interesting content trend: some LinkedIn posts go viral far beyond one’s network, especially if they strike an emotional chord (for example, a personal story of overcoming a challenge at work). The community aspect on LinkedIn – through comments and groups – has strengthened, proving that even a “professional” network can foster a sense of belonging and lively dialogue when people share common interests or goals.

Actionable Tip: For professionals and brands, LinkedIn in 2025 is a goldmine for networking and thought leadership. To capitalize on this, keep your LinkedIn presence active. Share valuable content regularly – this could be industry insights, tips, case studies, or behind-the-scenes looks at your company. Incorporate rich media like videos or multiple images in your posts, as these formats tend to double the engagement (posts with images get 2x more comments on LinkedIn on average. Encourage your team members to engage as well; employee advocacy can amplify reach. If you’re in B2B, consider writing long-form articles or starting a LinkedIn Newsletter to establish expertise in your niche. Don’t be afraid to show authenticity and personality (in a professional tone) – narratives that humanize your brand or profile can foster stronger connections. Lastly, take advantage of LinkedIn’s networking features: participate in relevant LinkedIn Groups, respond to comments on your posts, and send personalized connection messages to grow your network. The more you give value and interact on LinkedIn, the more you’ll get back in opportunities.

AI and Personalization: The Next Frontier in Social Media

No discussion of social media trends in 2025 would be complete without mentioning artificial intelligence (AI). AI is quietly (and sometimes not so quietly) revolutionizing how social platforms operate and how content is created. From TikTok’s uncanny ability to learn your preferences, to Instagram’s algorithmic feed sorting, AI underpins the personalized experience users now expect. What’s new in 2024–2025 is the rise of generative AI tools in the social media ecosystem. For example, platforms and third-party apps now offer AI-driven content creation assistants. Marketers are using AI to generate social media captions, images (through AI art), and even video snippets. This helps produce content at scale, but it also raises the bar for originality – simply auto-generating posts won’t cut it if you want genuine engagement.

Social media companies themselves are integrating AI to improve user engagement. Meta (Facebook/Instagram’s parent) has been developing AI to better recommend content from accounts you don’t follow (to keep you scrolling), and even testing AI chatbots with distinct “personas” on its platforms. LinkedIn introduced an AI-powered writing assistant for profiles and posts, aiming to help users craft better content. Snapchat has a chatbot called “My AI” for users to chat with. These are early days, but expect AI to play a bigger role in customer service via social media (answering FAQs in DMs), content moderation (identifying harmful content), and augmented reality (AR) effects – many AR filters on Snapchat, Instagram, and TikTok now use AI to create more realistic or creative experiences. For the general public, some of this AI is behind the scenes; for creators and businesses, it’s becoming a powerful ally. Imagine drafting a post or ad copy with the help of an AI tool that knows what wording might resonate best with your audience – that’s increasingly possible now.

Personalization and privacy is another balance the tech sector is watching. AI thrives on data, and social networks have tons of it. In 2025, there’s a heightened awareness among users about how their data is used for personalized ads and feeds. Platforms are having to be more transparent and offer controls (like the ability to see less of certain topics). Regulatory trends (like privacy laws) could impact how freely social apps can leverage AI on user data. Still, the overall trend is that social media experiences are getting more tailored to each user, thanks to smarter algorithms. Your Facebook feed is unique to you; your TikTok For You page is unlike anyone else’s. This means marketers should focus on targeted, relevant content. The era of one-size-fits-all mass messaging is fading. AI can help analyze your audience and even suggest when and what to post for maximum impact.

Actionable Tip: Embrace AI carefully as part of your social media strategy. Leverage AI tools to work smarter – for example, use social listening tools (often AI-powered) to monitor trends and sentiment, or use chatbots to handle basic customer inquiries on your Facebook page. AI can also assist in content planning by analyzing past post performance and recommending optimal posting times or formats. However, always pair AI convenience with a human touch. Auto-generated content should be reviewed and personalized to fit your brand voice. And when interacting with your community, authenticity wins – people value genuine human engagement more than perfectly polished automated responses. Think of AI as your assistant, not a replacement, in crafting a social media presence that feels both personalized and personable.

Implications for Digital Marketing in 2025

All these social media trends carry significant implications for digital marketing in 2025. The convergence of social networks with shopping, search, and entertainment means that marketing strategies must be more fluid and omnipresent than ever. Brands need to be where their audience is – which increasingly means everywhere on social media. The general public expects to find information about products and purchase them without leaving their favorite apps. Meanwhile, technology advancements (like AI and AR) are raising consumer expectations for fast, personalized, and even immersive interactions. For e-commerce businesses, social platforms are no longer just about awareness or driving traffic to your website; they are full-fledged sales channels. For B2B and professional services, channels like LinkedIn are critical for lead generation and brand positioning. And for digital marketers, the lines between content creation, customer service, and direct selling have blurred on social media. Below are some actionable ways marketers and businesses can adapt:

• Diversify Your Platform Presence: Don’t put all your eggs in one basket. Given that users hop across ~7 platforms monthly, establish a meaningful presence on the networks most relevant to your audience. For instance, use TikTok or YouTube Shorts for younger, trend-driven outreach, Instagram for lifestyle and product-centric marketing, LinkedIn for B2B and professional content, and so on. A cross-platform strategy ensures you capture customers at multiple touchpoints in their online communication journey.
• Invest in Short-Form Video Content: As the saying goes, “video is king” in 2025. Allocate resources to create engaging short videos regularly. Whether it’s TikTok skits, Instagram Reels demos, or YouTube Shorts tips, video increases visibility on algorithms and resonates with audiences. You don’t need big budgets – even smartphone-filmed, authentic clips can go viral if they strike a chord. Use these to showcase your product in action, share quick stories, or hop on viral challenges in a way that aligns with your brand.
• Leverage Social Commerce Features: Make it seamless for customers to buy from you the moment inspiration strikes. Set up Instagram Shopping if you have a product catalog, enable Facebook Shop, explore Pinterest Product Pins, or try TikTok’s shopping tools. Use product tags in posts and Stories. Essentially, reduce the steps between discovery and purchase. Also, encourage customers to leave reviews or haul videos on social media – peer influence drives conversions.
• Focus on Community and Engagement: Algorithm changes across platforms favor content that generates genuine engagement (comments, shares, saves). Foster a community around your brand by encouraging discussions. Ask questions in your captions, respond to comments thoughtfully, and maybe create a Facebook Group or Discord server for your brand aficionados. Strong community engagement not only boosts your content in the feed but also builds loyalty. Remember, digital engagement is a two-way street; don’t just broadcast, but also listen and interact.
• Use Data and AI Ethically for Personalization: Tap into the analytics each platform offers to understand your audience’s behavior. Use that data to tailor your content and ads – for example, targeting ads to specific demographics or customizing messaging for different segments. AI tools can help crunch this data or even automate the posting process, but ensure your marketing team oversees the strategy. Personalize the user experience where possible (such as showing relevant content based on user interest), yet be mindful of privacy preferences. Trust is key to long-term engagement, so transparency about how you use customer data will go a long way.

By implementing these tactics, businesses across tech, retail, and beyond can ride the wave of current social media trends and strengthen their social media strategy. Importantly, remain agile: the social media landscape doesn’t stay still, so continual experimentation and learning are part of the game.

Navigating Social Media Trends in 2025

In conclusion, the social media trends of 2024–2025 paint a picture of a more interconnected, video-driven, and commerce-enabled digital world. From TikTok’s cultural dominance and Instagram’s shopping revolution to LinkedIn’s content-driven networking, each major platform is evolving in its own way – yet all are influencing how we communicate and make decisions in our personal and professional lives. For the general public, these changes mean a richer (and sometimes more overwhelming) online experience, where entertainment, information, and shopping blend together. For businesses and marketers, the stakes for mastering these platforms are higher than ever, as social media strategy becomes synonymous with overall digital marketing strategy.

The good news is that staying informed about these important trends in social media gives you a head start. By understanding where user attention is going – short videos, social search, direct messaging, community groups, etc. – you can tailor your approach to meet your audience where they are most receptive. Remember that at its core, social media is about human connection. Trends will come and go, and algorithms will change, but people will always gravitate toward content that educates, entertains, or inspires them. So as you adapt to the latest features or platforms, keep your focus on delivering value and fostering genuine connection with your audience.

Social media in 2025 is a dynamic landscape that can seem daunting, but it’s also full of opportunity. Whether you’re a casual user curious about the next big thing, a content creator aiming to grow your following, or a brand building a presence, these trends offer a roadmap to what matters now. By leveraging video, engaging authentically, utilizing new tools like AI, and staying responsive to your community, you can thrive amid the constant change. In this era of digital engagement, those who stay agile and user-focused will reap the rewards. Here’s to navigating the social media journey ahead – may your posts be ever in your audience’s favor, and may your message resonate across every feed and story!