The Ins and Outs of Social Media in 2025
As we delve deeper into 2025, the social media landscape continues to evolve, presenting new opportunities and challenges for businesses and marketers. Staying informed about the latest platforms, trends, and user behaviors is essential for maintaining a robust digital presence.
To stay competitive, it’s important to understand where audiences are spending their time and how they’re engaging online. Below are the platforms making the biggest impact in 2025:
TikTok
Despite a rocky start to 2025 marked by the looming threat of a potential ban over national security concerns, TikTok remains fully operational. Ongoing negotiations involving U.S.-based companies interested in acquiring a stake in the platform aim to address and mitigate those security risks. In the meantime, user engagement and advertiser investment have shown no signs of slowing. Recent reports estimate TikTok’s monthly active users have grown to 1.58 billion in 2025—an increase of 80 million from the previous year.
With 2 billion monthly active users in 2025, Instagram remains a dominant player in the social media landscape. While traditional photo-sharing has declined, the platform has fully embraced video, enhancing its Reels offering with advanced editing tools. Instagram has also prioritized collaboration through its “Collab” feature, allowing multiple accounts to co-publish a single post—amplifying reach, boosting engagement, and fostering cross-audience discovery.
YouTube Shorts
Positioning itself as a strong alternative to TikTok, YouTube Shorts has experienced explosive growth—surging from 164.5 million monthly active users in 2024 to over 2 billion in 2025. The platform has capitalized on TikTok’s uncertain future, attracting both users and creators seeking a similar short-form video experience. Its monetization features, comparable to the TikTok Creator Fund, have further fueled this migration by offering creators new revenue opportunities within the broader YouTube ecosystem.
As these platforms evolve, so do the strategies brands use to connect with their audiences. Here are the key trends shaping the way brands approach social media in 2025:
Short-Form Video Dominance
Short-form video remains king. Platforms are doubling down on fast, engaging content, pushing brands to master the art of storytelling in under 20 seconds—and often under 3 seconds for paid placements. It’s no easy feat, but with the right partner (like Noisy Trumpet), these challenges become opportunities to craft scroll-stopping, effective content that drives results—whether organic or paid.
What’s the best way to create short-form video content for your brand? The key is blending speed, creativity, and strategy into every frame.
User-Generated Content
Why is user-generated content so effective in 2025? UGC remains a cornerstone of digital strategy, offering brands an authentic, relatable way to connect with audiences and drive conversions. We’re seeing an even stronger emphasis on UGC-style ads that mimic native content and blend into users’ feeds. The result? Higher engagement, reduced ad fatigue, and greater trust.
How can brands use UGC in social media? Start by encouraging real customers to share experiences, and leverage that content in paid and organic placements.
Shoppable Socials
Social commerce is no longer emerging—it’s the norm. Platforms are rapidly expanding their e-commerce integrations, making in-app purchasing a frictionless experience. The goal is clear: convert inspiration into action without ever leaving the platform. Brands that embrace these tools are turning social scrolls into sales faster than ever.
Influencer Collaborations
Partnerships with micro- and nano-influencers are on the rise, and for good reason. These creators offer brands access to tightly knit, highly engaged communities—and they bring valuable insights into audience behavior. Their authenticity builds trust, and their content often outperforms more traditional influencer campaigns in both reach and relatability.
AI-Generated Content
Can AI help brands create social media content? Absolutely—but with caveats. AI is increasingly used for content generation, assisting with everything from captions to visuals. But while it improves efficiency, AI can’t replicate human nuance, emotion, or creative storytelling. That’s where agencies come in—ensuring your brand voice stays authentic and emotionally resonant. In fact, when users recognize that an ad was entirely AI-generated, it can feel impersonal—leading to skepticism and reduced trust. (Curious about ethical AI in marketing? [Read more here].)
Social Responsibility and Authenticity
What do consumers expect from brands today? In 2025, it’s all about purpose-driven content and real impact. Consumers are drawn to brands that take visible action on issues like sustainability, diversity, and ethical sourcing.
How can brands show they care? Transparency, measurable impact, and ongoing commitment—not just statements—are what resonate with today’s audiences.
What’s next?
As we move through the rest of 2025, brands that stay agile and responsive to shifting trends will continue to stand out. Whether it’s nailing short-form video or doubling down on authenticity, those who evolve with the platforms will stay ahead of the curve.
Need a partner to help craft a strategy that aligns with your brand’s voice and goals? Our social team is ready to help.
Contact Noisy Trumpet Communications today.