The past 12 months brought so many new trends and significant cultural moments. From “demure and mindful” to the frenetic emergence of AI, brat summer to the Taylor Swift tour, elections in both the UK and US, and so much more, it was a whirlwind of activity online.

This year, brand success hinges on understanding the deeper cultural currents shaping user behaviour, moving beyond fleeting trends, to cultivate lasting engagement. Authenticity, hyper-personalisation, and AI are key.  Brands must also now navigate a landscape where content moderation is waning, and the potential for greater levels of misinformation online is growing.

As we settle into 2025, it’s time to decide what we’re taking with us into this year, and what we’re throwing in the bin. Let’s begin.

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In ✨

Entertainment

Make ‘em laugh. It’s official –  salesy posts are boring. Last year saw a host of brands leveraging the power of making users laugh, such as the RSPB’s ‘Bird of the Day’, and Duolingo casually hijacking Charlie XCX’s Sweat Tour. 

X owner Elon Musk also recently announced an upcoming algorithm update to focus on informational and entertaining content. This approach aligns with Meta and TikTok’s algorithm that shows content based on user interests and engagements, rather than the most popular pieces on their timelines.

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B2B influencers

Influencer marketing is no longer confined to B2C. With 75% of B2B buyers and 84% of C-level/VP-level executives using social media to inform purchasing decisions, B2B influencers are increasingly important. These individuals, often experts in their field, offer valuable insights and build credibility with professional audiences. By partnering with B2B influencers, brands can tap into their expertise and reach a highly engaged audience. This can lead to increased brand awareness, lead generation, and sales.

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Community

Tumblr’s State of Community report shows 62% of Gen Z & Millennials agree that ‘when it comes to social media, there’s too much media & not enough social‘. This underscores the growing desire for an authentic human connection online, a need that savvy brands can capitalise on.

To keep your community truly engaged, engage with them in the comments section, and proactively manage their queries and comments in your unique brand style. Use the comments section as a space to help and support, rather than broadcast. And use recent trends and quick wit to create viral moments, while building one-on-one follower relationships. 

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AI design

Forget basic filters – 2025 is about AI-powered hyper-personalisation. Expect platforms to tailor every aspect of your experience, from the ads you see to the look and feel of your feed. While this could create an ultra-engaging experience, the potential for filter bubbles and algorithmic bias is a serious concern.

Get ready for a wave of AI-generated content. 2025 will see AI tools creating high-quality text, images and even videos, blurring the lines between human and machine creativity. Find out more about 2025’s design trends here.

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Out 👎

Content moderation

Meta’s shock decision to axe its fact-checkers and reduce content moderation across its platforms signals a shift toward a less regulated online environment. X has already been going down this road for a while, of course, but Meta had been very resistant to allowing a free-for-all until the recent political changes in the US seemingly forced Mark Zuckerberg’s hand.

This presents both challenges and opportunities for brands. On the one hand, brands will need to navigate a landscape with potentially increased misinformation and inflammatory rhetoric. On the other hand, this shift presents an opportunity to foster genuine dialogue and build stronger relationships with audiences. By embracing transparency, authenticity, and ethical communication, brands can cultivate trust and loyalty in a digital environment increasingly defined by individual empowerment and diverse perspectives.

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Video fatigue

Don’t worry, video isn’t going anywhere, but it’s important not to be complacent about other formats. Towards the end of last year, there was a rise in platforms experimenting with different types of content. For example, Instagram was no longer solely prioritising Reels, and brands have been focusing on other ways of grabbing users’ attention, including written content on Substack, newsletters, and emerging platforms like Threads and Bluesky.

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Going for broke

Throwing figurative content spaghetti at the walls (i.e. on multiple platforms) won’t stick in 2025. This year will be about sorting out where each platform sits in the overarching strategy and posting specific content exactly for that platform. 

Keeping on top of each platform’s evolution, as well as their unique personalities will be key to success. What audiences expect on TikTok will be entirely different from what they want on LinkedIn. By tailoring content to each platform, brands can reach the right audience with the right message.

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Influencer era

Hear us out. Influencers aren’t going anywhere – the industry is currently worth around $21 billion, and 72% of social media users currently follow influencers – but it’s definitely evolving. If 2025 is all about audiences craving more authenticity than ever, then it makes sense that influencers and how they are used need to move with this shift.

Brands are increasingly recognising the value of B2B influencers, particularly on LinkedIn where topic expertise resonates strongly with professional audiences. Simultaneously, employee- and founder-led advocacy is gaining traction, with brands harnessing the authentic voices of their staff to build trust and human connection.

This evolution also highlights the growing importance of curated online communities. By creating exclusive spaces for loyal fans, brands can foster deeper engagement and encourage meaningful interactions. These ‘closed’ communities offer a valuable avenue for cultivating relationships and driving brand loyalty.

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The main takeaway

Surviving and thriving in 2025 will come down to building genuine relationships and making audiences feel like they belong. Think of it like this: you’re not just broadcasting messages, you’re hosting a party. And the best parties are the ones where everyone feels welcome, entertained, and part of the conversation. 

If you’d like to speak to one of our experts at Battenhall about how we can help, contact us at hello@battenhall.com or check out our social media services page for more information: https://www.battenhall.com/services/social-media.