Just when businesses start to feel confident navigating social media platforms, algorithms shift, audience behaviors evolve, and the content that once resonated no longer delivers results. Staying on top of 2025 social media trends means adapting to new rules—but it also presents exciting opportunities to connect with audiences and build stronger relationships.
With expert insight from Durée & Company, a full-service PR and marketing agency, brands can stay ahead of emerging trends and refine their strategies to drive growth and success across their key platforms. Below are the 2025 social media trends businesses and content creators should keep on their radar.
AI-generated content and AI tools are here to stay
Artificial Intelligence (AI) is no longer a novelty in the social media world; it is a core component of many businesses’ digital marketing strategies—particularly in the social media landscape. Since the launch of ChatGPT, AI tools have proliferated, making tasks like caption writing, comment replies, and content creation faster and easier. Note that we didn’t say it was necessarily better.
According to Hootsuite’s 2025 Social Trends Report, major platforms like LinkedIn, Meta, and TikTok are integrating AI to streamline content creation and audience engagement. One will also see it pop up in LinkedIn’s collaborative articles or Canva’s AI tools to make customized designs quickly. (Here’s why a brand refresh is essential and how to implement it.)
For businesses managing multiple platforms, AI tools can help maintain optimal posting frequencies. (The schedule below is what Hootsuite recommends.)
- Instagram: 3-5 posts/week
- Stories: 2/day
- Facebook: 1-2 posts/day
- X: 1-2 posts/day
- LinkedIn: 2-3 posts/week
- TikTok: 3-5 posts/week
- Pinterest: 1 post/week
- Google My Business: 1 post/week
Many brands turn to AI to reduce the content creation workload so they can stay consistent and present across various platforms – even when they’re feeling ‘stuck’ with what to say or post.
There are still times when less is more
Over-saturation of digital content is leading to audience fatigue. Copying and pasting the same social message across all platforms around the same time with the same image doesn’t work, either.
Instead of focusing solely on volume, businesses can often achieve better results by prioritizing quality and relevance. Micro-influencers, who often have smaller but more engaged followings, offer an authentic way to promote products and services while reaching new, invested audiences.
Consistency and thoughtful engagement on a few key platforms can yield higher ROI than spreading efforts too thin. (Yes, this seems to counter the social media posting schedule above!)
Social listening tools and market research from designated professionals in the space can help determine which platforms resonate best with a business’s target audience. This approach allows businesses to focus resources on the platforms where they can stand out and thrive.
Short-term video can yield long-term results
It’s no secret attention spans are going shorter so it shouldn’t come as a big surprise that short video content that took off with TikTok inspired YouTube to try it out. The video social media behemoth launched YouTube Shorts are allowed to be up to three minutes long, as of October.
This year, LinkedIn joined the short video movement. The social media channel where professionals tend to sound off now allows for up to 10 minutes of video content to be posted. It’s a good move if brands want to share what’s happening at a company, seek to elevate voices for thought leadership, and want to showcase more personality behind the brand.
Get busy in the comments section
The era of “posting and ghosting” is over. In 2025, the comment section is where meaningful interactions and community-building happen, predicts the social media reports and articles. That may look like responding to comments on LinkedIn posts, commenting on others’ posts, or engaging in TikTok threads. Thoughtful participation involves strategically deciding which posts to engage with, using an authentic and appropriate tone, and ensuring comments add value to the conversation. This approach can significantly increase visibility and credibility.
According to social media experts, brands that actively participate in comment sections foster stronger connections with their audiences. Makes sense, right? If someone comments on a brand’s post and the brand responds specifically to that comment with a thoughtful statement, the brand feels more human. Strategic engagement in these conversations—on the business’s posts and other brands’ and creators’ posts—helps brands become part of broader online communities, fostering loyalty and trust.
Social media selling is still big
If a brand has a tangible product to sell, they should explore whether posting it on TikTok Shop might make sense for their business. There’s a reason the “TikTok Made Me Buy It,” slogan has stuck around. Now it’s easier than ever to buy directly through the platform.
Consumers are still looking to social media to learn about new product launches and buy products directly—through links in Facebook ads, Instagram ads, and Pinterest. Meta will roll out Threads ads in early 2025 and with over 275 million active users each month, that’s a lot of potential eyeballs on a brand. Social commerce selling is expected to pass $144 billion by 2027. That’s a lot of money to leave on the table if businesses aren’t selling through social media platforms.
Audiences still want transparency
They want to know who’s behind the brand. This isn’t a new social media strategy but it’s here to stay and it’s one the younger generations are clamoring for—whether it’s behind-the-scenes types of videos or a leader sharing a challenging moment in a vulnerable post on LinkedIn.
Gen Z always wants a transparent angle. Before a brand posts on social, they should challenge themselves to question as to whether they could go a bit deeper or share something that’s otherwise not known about the brand. This thoughtful approach helps audiences build relationships with a brand by relating to it.
LinkedIn is a social channel worth learning
It is considered the most professional of the social media channels, where colleagues often connect with executives at their companies, or two strangers might follow each other after meeting at a conference. But with the addition of features like “games,” video as mentioned above, and “LinkedIn influencers” spearheading conversations, it’s a platform where founders and leaders can publicly share their thoughts on relevant topics and build brand awareness in the comments section as well. One report cited from The Financial Times says, “There’s a 35% increase in C-suite professionals in the U.S. on LinkedIn in the past five years.” It’s also noted that there was a 23% increase in posts from chief executives globally over the previous year.
Enlist the help of social media pros
Staying on top of these trends is a full-time job. For many brands, managing day-to-day operations leaves little room for decoding the latest social media shifts, creating timely content, or engaging with audiences in comment sections.
At Durée & Company, we specialize in staying on top of social media trends, leveraging our expertise to attract new audiences for clients, and creating compelling content a brand’s audience wants to engage with. In 2025, strategic social media isn’t optional, but it can be easy when hiring the right social media agency.
Contact us today to learn about how we help use video content to boost visibility for real estate, discover how to maximize influencer marketing, and get bespoke social media management for any brand.
About Durée & Company, Inc.
Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders, and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of some of the nation’s most elite professional organizations including PR Boutiques International™ (PRBI) and The Cannabis Marketing Association, and is a corporate partner of Cannabis LAB. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, X, YouTube and LinkedIn at @DureeCoPR
