Social media trends shape how audiences engage with, discover, and buy. The current 2025 climate, amid the rise of AI, makes it challenging to form authentic connections. For brands seeking to build sustained engagement, we need to understand that the rules of the game have changed. In this blog post, we will break down the current trends, what they are, why they are gaining momentum, and how to apply them. Think of it as your own Social Media Playbook, helping you cut through the noise and maximize your social efforts. 

Play 1: AI is Your Partner

Artificial Intelligence (AI) has moved past a mere experiment and is now deeply integrated into social media. Rather than asking if brands should use it, it is now a question of how. 

AI tools such as ChatGPT and platform assistants are excellent for generating ideas. However, their true brilliance lies in being a strategic thought partner. Turning messy notes and performance data into structured formats that can easily be leveraged will enhance your output. Transparency is a rising trend, and to build trust, the savvy marketer will share their processes. For example, sharing what prompt led to success creates a culture of collective learning. 

Don’t simply leverage AI for drafting posts, play around with the analytical capabilities, use tools for decoding the “vibe” behind a trend, and allow for longer-lasting emotional connections. 

Play 2: The Vibe Culture

The speed at which micro-trends emerge has led to consumer fatigue. Rather than chasing every fleeting, short-lived trend, it’s now about being selective and adapting to the slower, mood-driven vibes. 

The key is to be intentional about your selection, since moving on to every viral moment can be perceived as inauthentic, thus annoying your audience. There is a power lying within social listening, and by monitoring this, we allow for informed decisions. Assessing a trend’s relevance and predicting its longevity before participating will show what aligns with your brand's values and what doesn't. 

Sometimes the best move is to avoid a trend altogether and create original content to reinforce brand identity. Use social listening to understand the context and create a framework for evaluating the newest trends before diving in. 

Play 3: Video is Still Dominating

It is no secret that video is still the unrivaled dominant force of content. However, the domain is expanding. While short-form video remains an important driver of engagement, there is a resurgence of long-form videos as they allow for deeper storytelling. 

There is a current trend among consumers preferring authentic, “raw”, low-production, genuine videos over polished corporate content. This trend highlights the need for relatable content that is easier to digest than the elaborate edited form. We can see a switch in search engines, as video platforms have become the go-to for consumers seeking to purchase and find information on products and services. This makes video SEO a key player in visibility. 

Develop a video strategy that repurposes long-form content into short clips for different platforms and prioritize authenticity. 

Play 4: The Need to Belong

With public feeds becoming oversaturated, individuals now seek a more intimate and meaningful connection. This is the reason for growth in private communities. Communities fulfill the human need to belong, which is becoming increasingly more difficult in the current social media climate. 

Building brand loyalty by creating a space for the most engaged customers increases the chance of loyal customers, as they are more likely to remain loyal to a brand that offers community access. This trend extends beyond the devices, as brands host events as extensions of online communities. Thus, creating more tangible, powerful experiences for their audience. 

Think about how you can build a community around your brand and focus on fostering genuine conversations rather than simply promoting.