12 Trends in Social Media Marketing for 2024-2025

Social media has become the dominant force in modern communication, eclipsing traditional media like TV, print, and radio. Its profound impact on both personal and professional interactions is undeniable, transforming the way we engage with brands and make purchasing decisions. As we look at the rest of 2024 and into 2025, the social media landscape is poised for even more dramatic evolution, presenting both challenges and opportunities for businesses and content creators.

To stay ahead of the curve, it's essential to understand the key trends that will shape social media marketing in the coming years. By embracing these shifts and adapting your strategies accordingly, you can position your brand or content for success in the ever-changing digital landscape.

1. YouTube Emerges as the Most Effective Social Media Platform for Brands

The dominance of YouTube as the preferred social media platform for brands is a remarkable shift. With a 79% year-over-year growth, YouTube has surpassed Facebook and Instagram in terms of effectiveness for brands. The platform's ability to engage audiences through long-form and short-form videos, as well as its own original content offerings, provides a sustainable medium for growth for both brands and creators.

Consumers are increasingly turning to their favorite YouTube creators for advice and recommendations, making the platform essential for brands looking to connect with their target audiences. As the creator economy continues to thrive, with some individual creators boasting larger followings than major news outlets, the influence of these influencers can make or break a product's success.

2. The Rise of the Creator Economy

The creator economy is experiencing a remarkable surge, with one in five people now considering themselves creators. This statistic underscores the immense power and reach of individual content creators. For example, the YouTuber Marquez Brownlee has more subscribers than major newspapers like The New York Times and The Washington Post combined, demonstrating the significant influence a solo creator can wield.

The impact of creator endorsements can be profound, as evidenced by a negative review of an electric vehicle by Brownlee that resulted in a 50% drop in the company's stock. This example highlights how a single creator's opinion can make or break a product's success, reshaping the way brands approach marketing and product development.

3. Consumers Shift Away from Traditional Search Engines

Consumers are increasingly turning to social media platforms for brand research and product discovery, rather than relying on traditional search engines. In fact, 22% of consumers now use social media more often than search engines for brand research, a 47% increase from the previous year. This trend is particularly prevalent among Gen Z and Millennials, who are heavily reliant on social media for finding new products and making purchasing decisions.

The rise of social media shopping is also a significant factor, with a 40% year-over-year growth in this area. Nearly half of Gen Z and Millennials reported making purchases directly on social platforms in the last three months. Platforms like TikTok, Instagram, Facebook, and YouTube are offering the highest return on investment (ROI) for social selling, reshaping the way consumers shop and how brands sell their products.

4. Lower Production Value Content Wins Over Authenticity

Consumers are craving authenticity, with 63% of them favoring genuine, relatable content over highly polished or high-production-value posts. Brands that embrace raw, lower-production-value content are seeing increased engagement and loyalty from their audiences. This trend benefits emerging creators who may not have the expertise or budget to produce high-value content, as "amateurish" content is often winning over audiences.

This shift towards authenticity is a significant departure from the previously dominant trend of highly curated, visually stunning content. Brands that are willing to take a more genuine, behind-the-scenes approach to their social media content are likely to see greater success in connecting with their target audiences.

5. Short-Form Videos Remain Highly Effective

Short-form videos, particularly on platforms like TikTok and Instagram, continue to be highly effective in capturing audience attention and driving engagement. In fact, 43% of social media marketers plan to invest more in short-form videos this year. YouTube is also emerging as a strong contender in the short-form video space, as the platform's Shorts feature gains traction.

Brands that have successfully leveraged short-form video content include Weight Watchers, which has used quick recipe videos and participation in viral trends on TikTok to boost engagement and build a loyal community around their brand.

6. AI Tools Become Indispensable for Social Media Marketers

The use of AI tools in social media marketing is becoming increasingly prevalent, with around 80% of marketers planning to use AI to create content faster and tailor it to specific audiences. Marketers who are already using AI report a significant improvement in content performance, with 71% saying that AI-generated content outperforms traditional content.

However, there are concerns about maintaining authenticity and brand reputation when using AI. Brands need to carefully manage this balance, as AI can streamline many aspects of social media marketing, but the human element is essential for adding authenticity and relatability to content. By using AI to handle repetitive tasks, brands can free up their social media teams to focus on the creative and strategic initiatives that require a personal touch.

7. Building Active Online Communities

Creating active online communities is essential for successful social media strategies in 2024-25 and beyond. 86% of marketers believe that building these communities is crucial for fostering engagement and loyalty, rather than relying solely on push advertising.

Companies are increasingly hiring dedicated community managers to oversee these initiatives, ensuring that the communities have a genuine, human quality rather than a forced or awkward brand voice. 

Engaging with followers in meaningful ways, such as responding to comments, hosting live events, and facilitating discussions, can lead to increased brand awareness, higher engagement, and stronger customer loyalty over time.

8. Influencer Marketing Remains a Powerful Tool

Influencer marketing continues to be a valuable tool for brands looking to reach new audiences and increase brand awareness. However, the focus is shifting towards micro-influencers, those with a following of between 1,000 and 100,000 followers. These smaller creators often provide better engagement and ROI compared to larger influencers, as they tend to have more dedicated and engaged followings.

Brands like Chewy, the pet supply company, have found success by partnering with influencers and sharing user-generated content that highlights their customers' pets. By focusing on influencers who genuinely care about their products, Chewy has built a strong and loyal following.

9. Challenging Norms in Social Media Marketing

Brands that are willing to challenge historical marketing practices and embrace emerging user avatars can see significant growth. One example is the brand Stanley, the drinking cup manufacturer, a 100-year-old company that saw explosive growth by pivoting its marketing strategy to target a new audience (for them): women. 

By partnering with female creators and focusing on this underserved demographic, Stanley was able to increase its annual revenue from $70 million to $750 million in just a few years, more than a 10x growth.

This demonstrates the power of embracing change and catering to evolving consumer preferences, rather than relying on traditional marketing approaches.

10. Creating Authentic Content

Consumers are gravitating towards brands that reflect their true values and engage in meaningful conversations. Creating content that showcases behind-the-scenes footage, employee stories, and transparent company values is essential for building trust and loyalty.

Brands like Yeti and Bose excel at this, focusing on the adventures and experiences that consumers can have with their products, while also supporting underrepresented groups in their advertising and industries.

11. Optimizing for Social Commerce and Search

Social commerce is an area with significant growth potential, and brands need to optimize their social media shops, provide excellent customer service through immediate direct messages, and engage with shoppers in real-time.

One example is Wyze, a smart camera startup that leveraged a TikTok shop and user-generated content to create over $1 million in creator affiliate sales. 

Additionally, brands must ensure that their social media presence is optimized for search, as consumers are increasingly relying on social media for brand research and product discovery. Using relevant keywords, creating engaging content, and leveraging influencer reviews can help brands rise to the top of search results in their product categories.

12. Embracing Agility

The key to success in social media marketing in 2024 and 2025 lies in being agile and responsive to new trends and platform changes. With the digital landscape evolving at a rapid pace, brands need to stay on top of the latest developments and be willing to experiment with different strategies and pivot when necessary.

Having the flexibility to adapt to changing conditions will enable brands to maintain relevance and engagement with their target audiences. By understanding and embracing these 12 trends, brands and content creators can position themselves for success in the ever-evolving social media landscape.

Key Takeaways

1. YouTube has emerged as the most effective social media platform for brands, with its ability to engage audiences through long-form and short-form videos.
2. The creator economy is booming, with one in five people now considering themselves creators, and their endorsements can make or break a product's success.
3. Consumers are shifting away from traditional search engines, preferring to research brands and products directly on social media, with a rise in social media shopping.
4. Authenticity is key, with consumers favoring genuine, relatable content over highly polished, high-production-value posts.
5. Short-form videos, particularly on platforms like TikTok and Instagram, continue to be highly effective in capturing audience attention and driving engagement.
6. AI tools are becoming indispensable for social media marketers, but brands need to maintain a balance between automation and human touch.
7. Building active online communities is essential for fostering engagement and loyalty, with dedicated community managers playing a crucial role.
8. Influencer marketing remains powerful, with a shift towards micro-influencers who often provide better engagement and ROI.
9. Challenging historical marketing practices and embracing emerging user avatars can lead to significant growth, as seen with the brand Stanley.
10. Creating authentic content that reflects human brand values is key for building trust and loyalty with consumers.
11. Optimizing for social commerce and search is crucial, as consumers increasingly rely on social media for brand research and product discovery.
12. Embracing agility and being responsive to new trends and platform changes is essential for maintaining relevance and engagement in the fast-evolving digital landscape.

By staying ahead of these trends and adapting your social media marketing strategies accordingly, you can position your brand or content for success in the years to come.

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Philip VanDusen is the owner of Verhaal, a consultancy that leverages strategy and design to build brands for companies and entrepreneurs. Get more from Philip in his newsletter brand•muse, join 290k subscribers on his YouTube channel or explore the Bonfire community for creative professionals.