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• We’ve noticed that brands have been using Threads and X as spaces to experiment with tone, humor, and authenticity. Why? Many organizations just haven’t established clear guidelines for these platforms (yet), beyond simply aiming to entertain. So this is where they’re ditching polished messaging for unfiltered, real-time content that clicks with their audiences.
• “Vibe” culture is on the rise, marking a shift from fleeting trends to slower, mood-driven moments. And marketers are evolving their trend-hopping strategies accordingly. They’re using social listening and AI to decode the mood and energy behind trends (not just sentiment) to help them curate longer-lasting emotional experiences that strengthen brand identity — not diminish it.
• AI is the trend, but the real power move is sharing your prompts. Marketers have embraced AI so much that they’re now creating a culture of teaching and transparency. They’re no longer pretending they didn’t use AI to get that polished output and instead showing their peers how they got there. And while we’re on the subject of AI trends, the em dash continues to be a hot topic online — proof that even punctuation can go viral and get people fired up. (We’re team em dash — clearly.)

Can’t get enough social trends? 

See a complete breakdown of what’s taking over in 2025.  

The top social media marketing trends for 2025

1. Content Experimentation Trends:

The Creative Disruption Trend: Social teams ditch brand consistency to push creative boundaries

The Outbound Engagement Trend: Brands drop in on creators’ comments to pick up new audiences

2. Social Listening Trends:

The Social Performance Trend: Listening launches social pros into their performance marketing era

The Micro-Virality Trend: Social listening refines the art of trendjacking


3. AI Trends:

The AI Content Trend: Generative AI is off probation and officially on the team


The AI Strategy Trend: Social media strategists get a new thought partner

1. Content Experimentation Trends

The Creative Disruption Trend

Social teams ditch brand consistency to push creative boundaries

With new creative opportunities brought about by social platforms, we’re seeing more and more organizations loosen the reins, toss the traditional marketing playbooks aside, and prioritize entertainment on social media.What’s interesting about this new creative precedent is its implications on brand consistency — or rather, inconsistency.

Adventurous teams are testing out such distinct voices and personas on social that their content barely resembles their brand personality on other marketing channels. 

And these brands aren’t just getting away with it — they’re getting celebrated for it (and driving results). Social marketers who consistently post creative content are more likely to say they have a ‘very positive’ impact on the business than those who post creative content less frequently — a sign that their efforts are paying off.

After all, social media is the perfect playground for pushing creativity further, a place where even the most buttoned-up brands can have a little fun.

In 2025, more organizations will step outside their creative comfort zone and test content that pushes beyond their brand guidelines to capture and delight audiences. 

Social Media Trends 2025 Webinar: Embracing Social Media Agility

In this on-demand webinar, hear from industry experts on how to use the latest trends and insights in content experimentation, social listening, and generative AI to build agility into your social strategy for 2025.

Brands drop in on creators’ comments to pick up new audiences

These days, you can scroll down to the comments section of almost any social media marketing post and find a brand or two chiming in on the conversation. 

These outbound engagements (brands commenting on other people’s posts) are picking up steam. But the smartest brands are strategically commenting on creator content, which helps them cultivate community while also putting their brand in front of new audiencePopping off in the comments may seem simple, but it needs to be approached as strategically as everything else you do on social media. 

According to our partner, global social media agency , there are two critical factors that drive success for outbound engagements: timeliness and length. 

Engagements decrease dramatically if you comment on an original post that’s more than 24 hours old. As for comment length, keep it short — but not too short. Comments between 10 and 99 characters drive the most engagement; anything more or anything less, including emoji-only comments, are a total bust.

But beware: Outbound engagements as a marketing and social selling strategy are gaining momentum, so creators might get choosy with their replies, avoiding brands that could compromise their authenticity and credibility. 

In 2025, as more brands take a stab at proactive engagements, the most strategic ones will go beyond the comments section to foster genuine relationships with creators and their communities as a prerequisite to building successful outbound engagement strategies.

2. Social Listening Trends

The Social Performance Trend

Listening launches social pros into their performance marketing era

Unlike performance marketing, which has a crystal clear connection to revenue, social media marketing has remained notoriously difficult to connect to ROI (a.k.a. the numbers that prove business success and win investment from leadership).

However, we’ve seen more social marketers reporting increased confidence in their ability to prove ROI — and it’s not from tracking “vanity metrics” such as likes, shares, and follows. This year, we saw that confidence reach its highest point among social pros who use one specific tactic: social listening.

Social listening lifts ROI confidence

Percentage of social listeners vs. non-listeners that feel confident in the ROI of each platform

Sample: 3,864 respondents
Source: Hootsuite Social Media Trends 2025 Survey

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. 

All of this gives social pros data that can be directly connected to ROI — something that used to exclusively belong in the performance marketing arena.Listening has shown so much value that it’s now ranked by organizations as their second-highest priority on social media — outranked only by marketing to or engaging with their audience. 

And because social pros are the social listening experts within their orgs, they’re finally coming to be seen as revenue powerhouses on the same playing field as other performance marketers. 

In 2025, social teams that master social listening will earn more credibility and budget by delivering valuable insights, hard numbers, and even sales leads that drive growth and success across their organization.

The Micro-Virality Trend

Social listening refines the art of trendjacking in marketing

Remember when going viral was the be-all and end-all of social media success? These days, though, social marketers know better (for the most part). Chasing random and fleeting moments of virality is both ineffective and inauthentic — and nothing kills a trend faster than the inevitable dogpiling of brands. So it’s no shock that conversations around ‘going viral’ have become increasingly negative over the last year.

Attitudes towards ‘going viral’ on social mediahave soured

Sentiment around viral social media marketing in 2024

Sample: 1,119,860 mentions
Source: Talkwalker

However there’s a big difference between ‘going viral’ and wisely tapping into the trends that make the internet go round. In fact, consumers like when brands get involved in cultural moments on social, according to our 2024 .

Social marketers who are chronically online (🙋‍♀️) have a nose for the hottest social media trends — a gift (curse?) that should be put to good use. But is it enough to simply know what’s trending?

Source: Hootsuite Social Media Trends 2025 Survey

Real-time data from social listening helps brands understand if a trend is resonating with their audience, what they’re saying, and how they feel about it — as well as if a trend has reached its peak, is tapering off, or still has some runway

Now that more organizations are turning to social listening for otherwise hard-to-come-by insights, they can make more informed decisions about which trends to embrace and which to avoid. More than a quarter of social marketers already switch up their content because of cultural opportunities like memes and trends.

So when all the stars align, the most strategic brands are ready to pounce. 

In 2025, brands will strive for smaller-scale, audience-focused virality to achieve goals more effectively. This means fewer organizations blindly piggybacking on mainstream social media trends, but more organizations tracking them for actionable insights. 

Be agile like leaders in your social media marketing industry

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assembly soon after. His administration is considered complicit in the 2002 Gujarat riots^[c] and has been criticised for its management of the crisis. According to official records, a little over 1,000 people were killed, three-quarters of whom were Muslim; independent sources estimated 2,000 deaths, mostly Muslim.^[4] A Special Investigation Team appointed by the Supreme Court of India in 2012 found no evidence to initiate prosecution proceedings against him.^[d] While his policies as chief minister were credited for encouraging economic growth, his administration was criticised for failing to significantly improve health, poverty and education indices in the state.^[e]

In the 2014 Indian general election, Modi led the BJP to a parliamentary majority, the first for a party since 1984. His administration increased direct foreign investment and reduced spending on healthcare, education, and social-welfare programs. Modi began a high-profile sanitation campaign and weakened or abolished environmental and labour laws. His demonetisation of banknotes in 2016 and introduction of the Goods and Services Tax in 2017 sparked controversy. Modi’s administration launched the 2019 Balakot airstrike against an alleged terrorist training camp in Pakistan; the airstrike failed,^[5][6] but the action had nationalist appeal.^[7] Modi’s party won the 2019 general election which followed. In its second term, his administration revoked the special status of Jammu and Kashmir and introduced the Citizenship Amendment Act, prompting widespread protests and spurring the 2020 Delhi riots in which Muslims were brutalised and killed by Hindu mobs.^[8][9][10] Three controversial farm laws led to sit-ins by farmers across the country, eventually causing their formal repeal. Modi oversaw India’s response to the COVID-19 pandemic, during which, according to the World Health Organization, 4.7 million Indians died.^[11][12] In the 2024 general election, Modi’s party lost its majority in the lower house of Parliament and formed a government leading the National Democratic Alliance coalition. Following a terrorist attack in Indian-administered Jammu and Kashmir, Modi presided over the 2025 India–Pakistan conflict, which resulted in a ceasefire.

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