Social media has increasingly become more popular, with more than 5 billion active users worldwide as of January 2025. That accounts for an estimated 60% of the global population. Facebook and YouTube boast the highest numbers of social media users, with about 3.07 billion and 2.5 billion active monthly users, respectively. Nonetheless, social media is rapidly evolving and what is relevant today might not be so the next day. Therefore, brands and marketers must stay informed of the latest social media trends to determine the best strategies to drive growth and engagements on various platforms.
The following article explores the emerging social media trends set to shape the future of the digital landscape in 2025 and beyond.
Top Social Media Trends for 2025 and Beyond
1. Video Content
Social media platforms allow users to create and share content in diverse formats including, text, images, audio and videos. While all these formats have the ability to start discussions and get people talking, the level of engagement varies significantly. Videos are still the most engaging content that can also be shared on multiple social media platforms. From Instagram Reels, YouTube Shorts to TikTok, video remains a priority across all the platforms.
Although you can create different kinds of videos on social media, short-form videos are usually the best ways to connect with audiences and attract new followers. Short, engaging clips have proven to capture attention quickly and keep viewers engaged for much longer than longer videos. Instagram allows you to create Reels of 15 to 90 seconds long. On the other hand, the lengths of TikTok videos can range from 3 seconds to 10 minutes.
However, there is a resurgence of long-form videos. We have seen platforms such as YouTube, LinkedIn, TikTok and Instagram offer longer lengths over the past few years. For instance, YouTube announced in October 2024 that YouTube Shorts can now go up to 3 minutes long.
A good example is the makeup brand, Cheekbone Beauty, which uses video content across all their social media platforms. They repurpose videos and, also create videos tailored to the platform. For instance, their LinkedIn profile highlights media placements, messages and brand storytelling from the brand’s founder.
The brand mainly uses Instagram, TikTok and YouTube for short-form videos but, they also integrate video content longer than a minute.
Video content is one of the social media trends that will continue to shape the industry for many years to come. The prominence of video across social media platforms makes it imperative for brands and marketers to incorporate more videos in their marketing strategies. Although creating videos can be cost-intensive, you can easily save more by repurposing content and cross-posting across networks. Use short-form videos such as Instagram Reels, YouTube Shorts or TikTok to promote your longer form videos.
2. Artificial Intelligence
AI is no doubt the monster that is rapidly disrupting and transforming almost every global industry. And, social media is one of the areas where Artificial Intelligence is taking center stage. Several departments across all sectors are increasingly using AI to become more efficient in their marketing and other operations. Experts are confident Artificial Intelligence will keep growing for many years to come.
Almost half of global marketing leaders say they will spend more in 2025 to maximize their AI tools. Besides, many brands are positive that AI is one of those social media trends that will continue to impact the industry positively, solving creative burnout. Several practitioners are already using AI tools to automate tasks, streamline workflows and brainstorm new ideas. It is very important for creators and brands to maintain a steady flow of fresh and engaging content. However, creative burnout becomes a significant risk when you are constantly creating content for diverse audiences and networks.
According to a study by Sprout Social, more than 93% of social media creatives and marketers believe Artificial Intelligence is a tool that can help reduce creative fatigue if used appropriately. Besides, AI tools can also assist with the execution of creative ideas. Artificial Intelligence is constantly revolutionizing content creation, facilitating the development of engaging and personalized materials.
Check the following example of an AI generated movie trailer, The Great Catsby
One of the unique advantages of AI is that it can create different forms of content, tailored to the specific demands of the users and target audience. AI can enable brands to even create virtual influencers, with life-like expressions and interactions to reach audiences more efficiently and cost-effectively.
Unlike humans, AI tools do not demand high fees or need breaks in the execution of their duties. That gives marketers greater control over messaging and image consistency. However, you should never use AI as a replacement for humans. Instead, think of it as a partner that helps you to become more efficient and avoid fatigue, so you can create something fresh. For example, you can use AI to brainstorm ideas but, refine and tailor them to the guidelines of your brand and your target audience’s needs.
In fact, there are more applications of AI in social media that we are still yet to discover. Thus, it is one of the most significant social media trends in Kenya in 2025 and beyond.
3. Social Commerce
Social commerce is also one of the most rapidly growing trends in social media today. Several social media platforms are increasingly integrating shopping features into their ecosystems directly. That has made it possible for users to now find products, read reviews and make purchases without stepping out of their favorite applications. According to Priceweber, marketers will spend about $10 billion more on social media advertising than on conventional TV adverts by 2025.
The significance of social commerce cannot be underscored. TikTok and Instagram are currently leading the pack but, that could swiftly change due to the constantly growing pressure from other social networks. In 2025, you can expect live shopping events to become a go-to strategy for most brands. Think of Instagram Live with interactive features and options for making instant purchases.
Social commerce presents shoppers with a more convenient and interactive experience. That is why it is becoming increasingly popular. Statistics from Shopify suggest the global value of social commerce will hit $2.9 trillion by 2026. Besides, studies indicate people across all generations engage in social commerce. Apart from TikTok and Instagram, Facebook and Pinterest also provide some of the best social commerce tools.
4. Sustainability
Sustainability is undoubtedly one of those social media trends that will remain significant long after 2025 worldwide. That is because global consumers are increasingly supporting and aligning with brands that show commitment to social and environmental issues. Sustainability involves the use of social media to raise awareness about environmental issues and inspire people to take action.
Sustainability will also continue to rake center stage in social media trends because of regulatory pressures. Several governments around the globe have come up with rules and regulations that now require businesses to ensure sustainable practices. Besides, younger shoppers are increasingly paying a keen attention to the environment and sustainability over pricing.
The increased focus on sustainability by social media users and regulators worldwide makes it imperative for brands and marketers to include it in their marketing strategies. Social media can be used to promote sustainability in various ways including educating the public, inspiring action, promoting sustainable products and demanding accountability. So, highlight your brand’s sustainability endeavors on social media. Use visuals and campaigns to demonstrate your contributions to a green future, such as the use of renewable energy sources and support to social causes.
5. Brand Storytelling and Engagement
Social media saturation is a reality that users have to contend with in the current digital landscape. The rapid shifts in social media trends, meme culture and streams of AI-generated content across multiple platforms put a limit to the volume of content that users can process emotionally and mentally. Social media saturation mainly stems from content production pressures, the impact of AI on audience expectations and platform uncertainty.
The saturation of social media pushes marketers to find ways to stand out from the crowd, so, they can resonate with their audiences. Several brands try to differentiate themselves from others by creating original content. Consumers on the other hand, rank content based on its authenticity, relatability and entertainment value.
Social media users are increasingly flocking towards brands that are embracing their unique identity. Besides the originality of content, consumers are also increasingly paying attention to the way brands interact with them online. Social media professionals point to a shift towards raw and first-person content. Thus, brand storytelling and engagement are crucial social media trends that marketers and brands must observe carefully in 2025 and beyond.
Think about how you can leverage social media to tell your unique brand story and amplify your voice. Be proactive with content creation and interaction with your target audience. You must maintain a high level of authenticity in your brand and messaging to stay relevant in the constantly changing social media landscape.
6. The Creator Economy
It is no surprise that the creator economy is also among the top social media trends in Kenya in 2025. Creators and influencers are essential to the social media and marketing ecosystem. According to Influencer Marketing Hub, there are over 50 million people globally who consider themselves as creators. 46.7 million are amateur creators while more than 2 million are professional creators. While creators are spread across multiple social media platforms, the most of them make their money on YouTube and Instagram.
Successful creators are not just focused on producing content, instead, they go further to inspire communities. They try to rally people around common interests, identities and hobbies. Those creators are extremely valuable and big brands are starting to see the value that they contribute.
Whether you are looking to woo existing customers or appeal to new ones, creator content will continue to be a prime way to reaching your audiences. Creator marketing mainly focuses on attracting new audiences and driving engagement. Creators and their followers have authentic and genuine relationships that will also rub on brands that partner with them. They wield the power to strengthen your brand strategy by reiterating your identity and values in ways that the audience can relate to.
Creators can help you to strengthen your social community and promote brand values. They can even help with changing the perceptions of your audience towards your brand. Overall, the creator economy is one of the most critical social media trends that every brand and business should watch keenly in 2025 and the coming years.
The Bottom Line
The social media trends for 2025 and beyond emphasize innovation, user engagement and personalization. Just like the proliferation of social media, the way we use those platforms is rapidly changing. Thus, businesses must embrace these trends and integrate them into their marketing strategies to stay ahead of the competition. In case you need more ideas to take your social media game to the next level, do not hesitate to engage Superior Social Boost. We help brands and businesses to drive social growth organically on Facebook, X, TikTok, Instagram, YouTube and Google Business.