We take a look at the latest social media trends and behaviors, and what it means for your strategy going forward.
This year, online purchases are expected to reach a gargantuan $6.86 trillion worldwide. With that growth in mind, it's more important than ever to consider how online customers interact with ecommerce brands.
And nowhere is customer interaction a bigger deal than in social media.
As an online business owner, then, staying on top of social media trends can help fuel your marketing strategies.
In this article, we'll discuss the top 5 social media trends for 2025 that you should know about. We'll also include some tips to help you work these trends into your marketing strategy.
Let's hop to it!
Social Media Trends 2025
1. Messier & More Authentic
We've seen some form of “authenticity” pop up as a social media trend every year this decade, and in 2025 Gen Z is taking things to the next level.
The example that best exemplifies this trend is #BratSummer, named after Charli XCXs 2024 “brat” album.
The iconic cover – lurid green with lower case “brat” in blurred arial font – reflects the “brat” ethos: embrace chaos, fly in the face of perfectionism and be don't be afraid to defy societal expectations.
Countering the “clean girl aesthetic” which emerged in late 2021, the “brat aesthetic” is desanitized, raw, and messy.
And this primal take on life is reflected in how an increasing number of Gen Z users consume and produce content.
How can you leverage this social media trend?
Ditch ring lights and the careful “millennial pause” in favor of the “Gen Z shake“.
Your short form content should at least appear to be a product of spontaneity – catch your light bulb moments on camera, share your off-the-cuff thoughts and embrace the authenticity of the moment.
Don't feel confident doing it yourself? The micro-influencer trend of 2024 is still going strong!
Nano and micro-influencers with small but highly-engaged audiences of 50k or less tend to produce less glossy, but still highly effective content. What's more, they're more cost-efficient than macro-influencers.
On average, these influencers charge less than $100 per post. That means they're also a great option for small businesses who can’t afford to splurge on the $5000-$10000 charged by macro-influencers.
But there’s an even more cost-effective way to incentivize micro-influencers: affiliate marketing.
In the affiliate marketing sales model, brands generate a unique link for each influencer to share on their social media. When followers click on the link and make purchases, the influencers earn a commission.
It’s low-risk, and with a simple plugin like Easy Affiliate to help you set up your affiliate program on your existing website, it’s…well, easy!
2. Finding Community
Remember the early days of social media when it was all about connecting with your real-world friends, and finding people with shared niche interests? Wasn't it a simpler time?
Well in 2025, nostalgic millennials and Gen Z-ers alike are beginning to revert to this kind of usage.
In general over the years social media channels have become more volatile, isolating online space. Now people are choosing to reclaim them to find their tribe and connect, even if only briefly.
Take, for example, last year's “Is somebody gonna match my freak?” TikTok trend.
The TikTok community converted an audio clip from an explicit song into a wholesome trend where people shared and bonded over their unique quirks and interests.
How can you leverage this social media trend?
Lean into community-driven content by creating spaces where your audience feels seen, heard, and connected.
Encourage user-generated content (UGC) that highlights shared interests, whether through challenges, Q&A sessions, or brand-specific hashtags that encourage conversation.
Prompt your followers to contribute their experiences, opinions, and creativity. After all, people love engaging with content that feels personal and relatable.
Another way to tap into this trend? Private groups and niche communities. Consider launching a members-only Facebook group, Discord server, or a gated community on your website where like-minded people can come together.
For example, if you sell fitness gear, create a space for customers to share progress updates, swap workout tips, and support each other.
If you're in the digital education space, an exclusive community for course students can boost retention and engagement.
Finally, interactive content like polls, quizzes, and live discussions can help spark meaningful interactions. The more your audience feels like they're part of something bigger, the more they'll want to stick around and engage.
3. Carefree and Happy
The noisy online world of opinions and counter opinions, reminders of geopolitical turmoil, backlashes, and cancellations has social media users burnt out.
As a result, people are increasingly looking for more carefree outlets to escape the endless noise and seek refuge.
2024 saw an explosion of wholesome, lighter content to delight social media users.
Adorable animal content has played a big part in this trend, from Moo Deng to Pesto the Penguin, keeping our feeds carefree and cute.
So if you're trying to look for an explanation behind the symphony dolphin trend, the simple answer is it's just not that deep.
How can you leverage this social media trend?
Pinterest is back and thriving as a platform for light, visually pleasing, and feel-good content.
If your brand aligns with aesthetics, DIY projects, or aspirational lifestyles, now is the time to ramp up your Pinterest strategy.
Create engaging pins that inspire joy, whether it's a step-by-step tutorial, a mood board, or a collection of “little joys” related to your niche.
You can also embrace the “little treats” mentality because sometimes, people just want something small that sparks joy.
It could be a digital freebie, a fun discount, or a feel-good surprise in their order, consider how you can infuse moments of delight into your brand experience.
Think limited-time sticker packs for digital planners, mini printable affirmations, or bonus content that feels like an unexpected gift.
Above all, keep it light.
With things like playful brand storytelling, funny pet videos, or content that reminds people to slow down and enjoy the small things, now is the time to create a feel-good escape for your audience.
4. Counter Consumption Consumerism
The internet has seen its fair share of extravagant, over-the-top spending trends from luxury unboxings to excessive hauls. In 2025, the tide is turning.
In the midst of a cost-of-living crisis, people are growing increasingly aware of the absurdity of mindless overconsumption. The conversation is shifting toward smarter spending and making purchases that truly add value.
Take @ShabazSays’ viral “I’m rich, you’re poor” trend. What started as playful commentary on economic divides has fueled deeper discussions about financial literacy, intentional purchasing, and the real worth of the things we buy.
How can you leverage this social media trend?
Instead of focusing on more, highlight the long-term value of your product or service.
Show how it enriches customers' lives beyond the initial purchase, for example, through durability, multi-use functionality, or long-term cost savings.
If you're in the digital product space, emphasize how your offerings help people learn, grow, or improve their lives over time.
A membership site? Position it as an investment in continuous education rather than a one-time expense. Selling physical products? Showcase quality over quantity. Why buy ten cheap alternatives when one well-made product lasts?
Content-wise, lean into the less but better mindset.
Thoughtful product reviews, “before and after” customer journeys, and breakdowns of cost-effectiveness over time can all help build trust with an audience that's becoming more discerning about where they spend.
5. Comment Culture as a Growth Strategy
Social media used to be all about the content, but in 2025, the conversation is just as important.
More brands are realizing that their next customer might not come from an ad or an organic post, but from a well-placed comment.
When done right, engaging in comment sections increase visibility, show personality, and join cultural moments. All this helps to position your brand as part of the community rather than an outsider trying to sell something.
We’ve all seen it: a witty brand reply goes viral, sparking engagement and drawing new eyes to the business.
That said, commenting for the sake of it won’t cut it. The brands that win in this space are the ones that read the room, add value, and know when to speak up.
How can you leverage this social media trend?
- Be more than a reply bot. A great comment should feel human—whether it’s witty, insightful, or just perfectly timed.
- Engage in conversations that matter. Don’t just drop generic comments everywhere. Find creators and conversations that align with your audience, and contribute something meaningful.
- Use it as a relationship-builder. A good comment today can lead to a deeper creator collaboration tomorrow. Instead of treating it as a one-off engagement, think about how you can turn interactions into long-term partnerships.
In short: the comment section is now a two way street a place for you to talk to them.
Conclusion
2025 is the fresh start to the decade we've all been craving. Though the economy is pinching businesses' budgets, there are plenty of inventive ways to market your products on social media.
Cater to consumers' appetite for content that adds value and helps their personal growth. Use micro-influencers with engaged audiences to reach new customers. And create authentic content to give a human touch to your business.
To recap, here are the top five social media trends to know for 2025:
- Messy, authentic content beats glossy perfectionism
- People are looking to connect with their quirks and niche interests
- Light, carefree, wholesome content helps disrupt the online noise
- Mindful consumption is on the rise
- Brands are entering online conversations
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Do you have any questions about social media trends in 2025? Let us know in the comments section below!
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