In 2024, brands got demure and cutesy but didn’t shy away from the big moments. From Charli XCX and the viral Brat Summer trend to "Who TF Did I Marry?" and the internet's favourite hippo, Moo Deng, social media was filled with memorable pop culture moments. Savvy brands took note and leveraged these events to expand their social media presence and attract new audiences.
So, what does 2025 have in store? Let’s dive into some trends already on the rise:
Private communities continue to shine
As public feeds become crowded and social fatigue kicks in, users are turning to private communities on platforms such as Facebook Groups, Discord, and Slack. With over two-thirds of internet users already engaged in online communities, and reports indicating that 60% of people are more loyal to brands with community access, offering a branded online space can boost retention. Private communities allow brands and creators to build trust and meaningful connections, a trend expected to grow in 2025 with features like Instagram’s broadcast channels and Snapchat’s private stories. Brands can capitalize on this by collaborating with smaller nano and micro creators to develop their own dedicated communities, which focus on genuine interactions rather than hard selling.
Static posts make a comeback
Over the past year, there has been an increase in the popularity of TikTok Photo Mode posts. As leading influencer marketing expert Lindsey Gamble shared on his website, TikTok states that those who create static posts on with the platform reporting that these posts receive 2.9 times more comments, 1.9 times more likes, and 2.6 times more shares on average compared to video posts. We believe this trend will also spread to Instagram and other platforms that emphasize video content.
While we may be seeing more static posts, it's important to create a well-rounded social media strategy that includes a mix of static posts, carousels, and videos of varying lengths to appeal to different engagement preferences.
Employees step into the spotlight
Employee-generated content (EGC) is the new secret sauce for brands in 2025. Behind-the-scenes glimpses allow brands to give their audiences an authentic, unfiltered look at their day-to-day processes. Expect more employees to step into the spotlight this year and share their experiences as brands practice increased transparency. It’s a new way to build trust, create meaningful connections with consumers, and make storytelling feel more personal.
SheerLuxe, the U.K.’s leading digital fashion and lifestyle publication, sets a prime example of how brands can seamlessly incorporate their employees into social content. The SheerLuxe team regularly takes centre stage in the publication’s content, giving followers an exclusive look into their office culture. From sharing their personal takes on who was ‘best dressed’ at the BAFTAs to engaging in lighthearted trends like guessing how the boss will walk into the office, these moments feel authentic and relatable. By showcasing their team in such a fun and natural way, SheerLuxe creates a more personal connection with its audience, blending brand voice with real-life personalities, demonstrating the power of Employee-Generated Content. You may have also spotted EGC on the MSL Canada Instagram page where we highlight the daily lives of our team members!
Generative AI revolutionizing social media trends and campaigns
Generative AI will be influencing emerging social media trends in 2025 as it continues to revolutionize the industry. By analyzing data and trends and optimizing content creation, AI enables influencers and marketers to produce content more quickly. With AI firmly established in the digital realm, it’s essential to adopt, embrace, and use it responsibly to develop more effective, innovative, and engaging content.
Interactive and immersive experiences are becoming a vital aspect of this revolution, as virtual and augmented reality tools become more accessible. New avenues for immersive experiences on social media are emerging, with companies holding virtual events, providing AR filters, or designing interactive advertisement campaigns that encourage direct user interaction with their brand. AI technology further strengthens customer relationships by offering memorable experiences that surpass traditional posts or ads.
One example of this is when Nike launched a campaign for their 20th anniversary, featuring AI technology at its core. This initiative, part of the "Nike By You" program, leveraged AI to enhance the customization experience, making it more intuitive and personalized for their customers. The campaign celebrated the collaboration between Nike's technical innovation and the consumer's creativity, allowing for unique and individualized product designs.
Small creators with big impact
Nano and micro creators are the unsung heroes of social media, and it's clear why they will continue to rise in popularity in 2025. Despite their smaller followings, these creators boast highly engaged and loyal audiences, making them ideal for targeted niche marketing.
This year is shaping up to be an exciting one to embrace new trends and get creative. As always, it’s important to stay nimble and ready to adapt in an ever-changing social media landscape.
To learn more about how MSL can help your brand keep on top of trends and grow its social channels, contact us today.