Mid-Year Check-In: Social Media Marketing Trends That Are Dominating 2025

We’re officially past the half-way mark of 2025 and it’s time to revisit the trend predictions made in December 2024. How accurate were they? What’s still evolving? Which strategies have outpaced expectations? Let’s examine what’s trending halfway through the year.

You can read our full Social Media Trends for 2025 blog here.

1. Short-Form Video Reigns Supreme

We predicted the rise of short-form video and it’s not slowing down.

• Users now share a staggering 3.5 billion Reels daily across Facebook and Instagram, up from 2 billion this time last year.

• Instagram’s early data showed the sweet spot for Reels is 30–90 seconds, though recent launches of 3-minute Reels hint at more freedom (possibly linked to TikTok regulations in the US).

Insight: YouTube Shorts is delivering even higher engagement for us, outpacing TikTok and Instagram. If you haven’t prioritised Shorts yet, now’s the time.

2. AI-Powered Social Growth

Six months ago, AI tools were promising. Today, they’re indispensable.

• ChatGPT image generation soared to 700 million images in Week 1.

• Meta’s Advantage+ ads now help with targeting, copy and creative assets.

• Instagram’s AI suggests comment replies. LinkedIn uses AI for InMail drafting.

• Upcoming AI video tools like Instagram’s Restyle will transform content using cartoon filters and more.

• Canva, VEED, and Google are embedding AI features everywhere behind the scenes, making content creation more intuitive.

Reminder: Always label AI-created content to maintain transparency and integrity.

3. Social Platform Showdown: Blue Sky, Threads, X

• Blue Sky growth has plateaued at ~36 million users, slowed by fewer major news events.

• Threads, backed by Meta, now boasts ~275 million users. Features like notifications, standalone logins, and advertising placements signal serious intent.

• X is experiencing dropping engagement and increasing unsafe content, causing many brands to retreat.

Strategy: Diversify your platform presence. Consider initial investment in Threads and watching Blue Sky for niche opportunities.

4. Authenticity Over Perfection

Genuine beats polished this year:

• TikTok leads in raw, real-life content, with that vibe emerging on Instagram too.

• “Photo-dump” carousels with text overlays tell personal stories and encourage connection.

• Instagram’s customisable grids are rolling out again, merging aesthetic control with authenticity.

• LinkedIn trends toward behind-the-scenes content, tempered with professionalism.

• The “propaganda, I’m not falling for it” myth-busting trend boosts authenticity and drives engagement.

5. Employee-Generated Content (EGC)

Brands are leveraging their people for brand storytelling:

• Retail (Waitrose, Currys), B2B (Semrush), and niche brands (Pippinut, Anthropologie) all feature employees.

• Encourage staff to share original stories on personal feeds—not just amplify corporate posts.

• On LinkedIn, employee-driven content outperforms brand-only channels in trust and engagement.

Pro tip: Empower your team with training and content support to fuel authentic brand advocacy.

6. Collaborative Ads

Partnerships are still rising in ad formats:

• Meta’s partnership ads now highlight creator-brand associations or opt for more subtle credit to the creator, adding flexibility and authenticity.

• LinkedIn’s Thought Leader Ads (run via personal profiles) outperform company page ads in engagement and click-throughs.

• Key tips: Keep captions concise, visual assets vertical or portrait, and ensure content is fully prepped before promotion (you can’t edit it post-boost).

7. The Hashtag Evolution

Hashtags are slowly losing power, but are not dead:

• Instagram head Adam Mosseri confirmed hashtags don’t significantly boost reach.

• Hashtags are still useful for categorisation, think 1-3 max per post.

• Platforms like Threads (1 hashtag) and Facebook (rarely used) largely deprioritise them.

Bottom line: Incorporate keywords in captions instead, platforms index text directly now.

8. Paid Verification & Pro Accounts

Platforms continue monetising:

• Paid tiers (e.g., Instagram’s £12/month) offer verification, support, and early access features.

• Instagram/Meta now offers four subscription levels—UI perks and support tiers increase across each level.

• X Pro unlocks analytics and enhanced visibility.

Should you subscribe? Evaluate if support and feature access align with your goals. We’re currently testing to see if it enhances reach.

9. Social Safety & Regulation

Self-moderation is challenging to implement:

• Meta is piloting community moderation instead of third-party fact-checks.

• Other moves: UK considering screen-time limits; Australia considering under-16 bans.

• Privacy breaches remain an issue, TikTok saw fines for data-sharing violations.

Stay alert: Prepare for evolving regulations that may affect your targeting and content handling.

10. Rise of Dark Social & Messaging Channels

Sharing has gone private, and that’s valuable:

• Adam Mosseri calls Instagram DMs and Saves a paradigm shift in how users share content.

• Instagram broadcast channels are gaining momentum with multiple admin access.

• WhatsApp (3 billion monthly users, 98% open rate) is increasingly used by brands like Booking.com and The Range for customer service and updates.

• Meta has confirmed new ad placements will appear in WhatsApp outside the inbox.

Focus metrics: Track overall web and referral traffic, not just shares and comments.

Final Thoughts

Our mid-year review shows that most 2025 predictions remain valid, and some have even accelerated. The trends tell a clear story:

• Short-form video is more critical than ever

• AI is baked into daily workflow

• Platform dynamics are shifting (Threads gaining, X losing trust)

• Authentic, employee-driven storytelling matters

• Dark social and private messaging are where customer attention is happening