The Biggest Social Media Trends for 2025

Hootsuite published a report on the biggest social media trends for 2025. The company behind one of the most popular social media management tools analyzed data from over 3,800 marketers across 99 countries and summarized its findings in its Social Media Trends 2025 report.

The report groups these trends into three main categories: Content Experimentation, Social Listening, and AI trends.

Disruptive Creativity leads the Content Experimentation category. It moves away from strict brand consistency by introducing colors and styles that contrast with the usual brand palette. “Adventurous teams are testing out such distinct voices and personas on social that their content barely resembles their brand personality on other marketing channels,” Hootsuite explains in its post.

To hop on this trend, brands should prioritize content that entertains, educates, or informs rather than promotes. Nearly half of the surveyed companies say 60% of their content is non-commercial, while a quarter publishes 80%–100% entertainment content. Hootsuite defines the latter group as “creative risk takers.”

According to Hootsuite’s research, the Disruptive Creativity approach, also known as “creative bravery” among TikTok enthusiasts, has generated more engaged audiences and positive business results. In 2025, Hootsuite expects more brands to take the creative path and explore new ways to connect with their social audiences.

Another trend Hootsuite highlighted in the Content Experimentation category is brands joining the conversation by commenting on creators’ posts to pick up new audiences. According to the report, 41% of brands are testing this approach.

Next, the report indicates that social listening – analyzing social media content related to a brand to better understand consumer perception – will gain momentum in 2025. Organizations that practice social listening report stronger confidence in their return on investment.

“With its continuous stream of real-time insights, social listening helps organizations better understand their audience, improve their strategies, uncover market gaps to guide product development, spot potential crises so they can quickly take control, even drive sales – and prove it,” Hootsuite explains.

The report also shows that generative AI is now considered a major advantage for content creation and strategic planning rather than a threat. Eighty-three percent of marketers say AI helps them scale social content, and more than three-quarters of those focused on social strategy already use it more than those handling daily execution.

“This shows that beyond efficiency, AI has become the thought partner social marketers never knew they needed,” Hootsuite emphasizes.

Hootsuite predicts that in 2025, brands that push creative boundaries, hone their social listening skills, and utilize AI will stand out in the digital marketing space.