Social media is a key element of today’s digital landscape. It influences how people communicate and connect online, and it plays a crucial role in building brand awareness and driving engagement. Understanding the top social media trends can help businesses keep up with industry developments and create content that engages followers.
Trends on social platforms are influenced by algorithms that boost content that’s popular, generating interaction and reaching more users. As a result, they can take off in a short amount of time and become viral sensations that can dramatically affect the way a business is perceived.
In 2025, video continues to dominate on all social channels and ephemeral content is surging. Streaming apps like Threads and BeReal have grown in popularity while platforms that allow users to create stories that disappear after 24 hours, such as Instagram and Snapchat, have seen increased adoption.
As the number of available content on social platforms increases, audiences are demanding value in their interactions. Adding interactive elements such as polls, quizzes, Q&As or personalised storytelling to your content can help to boost audience engagement and build a strong connection with your followers.
For example, the ‘Who TF Did I Marry?’ TikTok series was a masterclass in episodic storytelling, keeping viewers engaged with each new clip. Similarly, Sephora’s augmented reality (AR) makeup trial feature allowed consumers to experiment with different makeup looks before they made a purchase in-store or online.