| 15.11.2024 | 10 min |
The social media trends of the year summarised:
To remain relevant in the social media landscape, companies and brands must respond flexibly to new trends and technologies. Here are the most important social media trends for 2025 that experts such as Felix Beilharz expect for the next year.
Meta, the parent company of Facebook, Instagram and WhatsApp, continues to assert its dominance in the social media sector. At the same time, Threads, Meta’s new microblogging service, is developing into an important player alongside X. While Facebook and Instagram remain the established networks for a broad audience, Threads is aimed at a younger, opinionated target group that prefers fast and authentic interactions.
Threads offers companies opportunities for short, concise content and dialogues with followers. Brands can share opinions, participate in trends and engage in real-time discussions on this platform.
Recommendation 💡
Invest in a cross-platform strategy that leverages both the reach of Facebook and Instagram and the immediacy and speed of Threads to reach a broader audience.
Videos continue to dominate as the most-viewed format on social platforms. Whether it’s TikTok, Instagram Reels or YouTube Shorts, short videos are the key to success. But longer formats over a minute also get an algorithm boost on TikTok. Now, 10-minute TikTok videos are no longer uncommon. At the same time, images are not losing their importance, especially on platforms like Instagram, where image aesthetics play an important role.
Videos generate high engagement rates and are the medium of choice for conveying complex messages in an entertaining way. Images, on the other hand, are quicker to consume and perfect for aesthetically pleasing brand content.
Implementation tip 💡
Use a mix of short videos and high-quality images. Combine both formats to keep your followers’ attention and cater to different preferences.
Live broadcasts are becoming increasingly important and the concept of social broadcasting is taking hold. Whether it’s product launches, live Q&As or interactive workshops, live videos offer an authentic and immediate connection to the community.
Live broadcasts enable real-time communication that strengthens dialogue and trust between brands and followers. By interacting in the live chat, companies can get feedback directly and respond to questions.
From 2025, brands will also be able to use their own broadcast channels on Instagram. Instagram is currently testing various new features designed to intensify the exchange between brands and their followers. In these channels, companies can use interactive formats such as challenges, voting and live streams to directly engage their target groups and build active communities.
Virtual influencers, or computer-generated characters, are gaining popularity and are being used more and more frequently for marketing campaigns. These influencers act like real people, but can be created and controlled by AI.
Why this trend is important
Virtual influencers offer companies a high degree of planning and flexibility. Since they have no human needs, they can be available at all times and act in a way that is tailored to campaigns.
Instagram is opening up new doors for interactive AI-powered chats from 2025: users will then be able to communicate with virtual personalities such as a digital therapist called ‘Therapist’ or well-known characters. Such innovations take virtual interaction to the next level and also bring AI-based influencers more into focus. Prominent examples include Aitana Lopez, an AI personality with over 329,000 followers, and emmatravelsgermany, Germany’s first AI influencer. Lil Miquela, a virtual influencer with over 3 million followers, has also worked with brands such as Calvin Klein and Prada.
AI is increasingly taking over tasks such as creating, moderating and analysing content. From chatbots providing customer support to automated posting and AI-generated content such as text and images, artificial intelligence will become even more important in the coming years.
Companies can use AI-driven tools to create personalised content based on the interests and behaviour of the target audience. This not only optimises reach, but also strengthens brand loyalty.
Meta, for example, has introduced the ‘AI label’ for posts, which gives users transparency when content is created by artificial intelligence. TikTok is also increasingly relying on AI. With the AI Voice function, users can clone their own voice and use it for videos – an innovative way to make personal content even more creative. These innovations show how deeply AI is being integrated into social media to boost creativity.
Augmented Reality remains promising, but the specific applications in the social media sector have yet to be determined. AR is used primarily in e-commerce and product experiences, for example, for ‘virtual trying on’.
Brands like IKEA and Sephora use AR to enable customers to virtually place furniture in their homes or test make-up online.
Why it matters 🤔
AR improves interactivity and creates an immersive experience for customers, which can lead to increased time on site and stronger brand loyalty.
Many users feel increasingly overwhelmed by advertising and often react to traditional ads with ignorance or rejection. This advertising blindness is forcing companies to focus on more authentic and unobtrusive ways.
such as content marketing and native advertising – content that fits seamlessly into the feed and is value-added – help to gain the trust of users and avoid ad blindness.
More and more users are turning to social media platforms like TikTok, Instagram and Facebook not just for entertainment but also as search engines to discover products, services or inspiration. This shift in user behaviour requires companies to adapt their SEO strategies to be found more easily on these platforms.
Optimising content for social networks’ internal search, known as social SEO, is becoming increasingly crucial. Companies that add relevant keywords, hashtags and appealing descriptions to their posts increase their visibility and reach potential customers directly where they are looking for information.
Analyse the search habits of your target group on the respective platforms and adapt your content accordingly. Use current trends to increase the findability of your posts and thus maximise your reach. We have written a detailed eo:magazine on this topic. Take a look right now and get important tips!
The social media trends for 2025 show that flexibility, innovation and a strong customer focus are crucial for success. By investing in AI and AR, embracing new platforms like Threads and experimenting with virtual influencers, companies can meet the expectations of their target group and increase their visibility. Social broadcasting and interactive content are further building blocks for a modern social media strategy that aims for engagement and long-term customer loyalty.
The social media landscape in 2024 will be characterised by a mix of technological innovations and changing user behaviour. Text-based posts are experiencing a revival, particularly on platforms such as Mastodon and Meta’s Threads App, while Platform X (formerly Twitter) continues to play a leading role. Longer videos are gaining popularity on platforms like Instagram Reels and TikTok, as they allow for a deeper and more immersive viewing experience. Furthermore, technological developments such as AI are driving authenticity and personalisation in content creation, with entertainment growing in importance in social media strategy. These trends demonstrate the importance for brands and users to adapt to the dynamic and ever-changing social media environment. The main trends are:
With the rise of generative AI, brands are walking a fine line between efficiency and authenticity on social media.
Despite the rise of image and video content, text posts remain popular. Platforms like Mastodon and Meta’s Threads app are seeing a surge in users. The platform X (formerly known as Twitter) continues to be used heavily as well.
Users are increasingly turning to social media for search queries because they are seen as credible sources of information and advice from real people. TikTok, for example, integrates Google search results into its app and Instagram and Facebook are gaining importance as sources of information.
Platforms like Instagram Reels and TikTok are expanding their maximum video lengths, resulting in a rise of videos between two to five minutes long. This allows for a deeper and more immersive display of content.
Brands need to focus on entertainment to increase ROI.
Personal updates and interactions are increasingly taking place in DMs as public feeds are dominated by messages and commercial content. Brands need to be prepared to manage customer service requests and interactions in DMs.
Shared content is considered more valuable because it is more difficult to manipulate than likes and comments. Content that encourages sharing is also likely to receive likes and comments.
With over 800 million monthly active users and a growing number of features, Telegram could become a comprehensive platform for communication and social interaction.
Platforms such as Mastodon and Bluesky are examples of decentralised social networks that are part of the so-called Fediverse. These networks focus on privacy, independence and community.
These make it possible to tell longer stories and appear more authentic and unfiltered than individual photos or videos.
The platform is returning to its professional roots and is increasingly being used by Generation Z for professional networking.
Companies that are suffering from a lack of time and resources should stop overwhelming themselves and focus on the social platforms that deliver results.
The introduction of the TikTok Shop in the US has quickly turned the platform into a shopping app, highlighting the importance of authenticity in e-commerce strategy.
Other trends that await us in the social media world in 2024:
| Trend | Description |
| AI in content creation & customer care | Increasing use of artificial intelligence for efficient content creation and personalised customer care. |
| Focus on selected platforms for ROI | Brands will focus on specific platforms that best fit their target audience to optimise return on investment. |
| Growing popularity of TikTok | Continued increase in user numbers and engagement on TikTok, making the platform more attractive to brands. |
| Increase in user-generated content by Gen Z | Increase in the production and influence of content created by Generation Z, particularly on platforms such as Instagram and TikTok. |
| Growing importance of SEO on social media | Increased focus on search engine optimisation within social media to increase the visibility and engagement of posts. |
| The importance of video subtitles | The use of subtitles in videos is increasing in order to improve accessibility and understanding for a wider audience. |
| The rise of social commerce | The growing importance of shopping opportunities directly on social media means that social commerce is becoming more significant. |
The social media trends for 2024 point to a dynamic and multi-layered development of the digital landscape. The integration of artificial intelligence into content creation and customer care shows how technology is driving efficiency and personalisation in communication. Brands are increasingly focusing on selected platforms to maximise their ROI, which requires a deeper knowledge of target audiences and specific platform dynamics.
The importance of entertainment in social media strategies underscores the trend that users not only want to be informed, but also entertained. Platforms like TikTok and Instagram Reels continue to dominate with their innovative approach to content and engagement. LinkedIn’s shift towards more personal content shows that professional networks also offer space for individual expression.
The increase of user-generated content by Gen Z highlights the importance of authenticity and direct user participation. SEO is becoming more important on social media, emphasising the significance of strategically placed keywords and optimised content. Video subtitles are becoming the norm to ensure inclusive and accessible communication.
The rise of social commerce marks a turning point, with social media increasingly being used as direct sales channels. Overall, these trends show that social media is becoming more complex and multifaceted, and that brands must remain flexible and adaptable to succeed in this ever-changing environment. 📹🙌
These are the #SocialMediaTrends2023! In this article, we summarise the current trends from the Talkwater & Khoros Study 2023. One thing is clear – this year, companies will focus on building consumer trust.
The end of cookies is in sight! With the implementation of the General Data Protection Regulation and other data protection regulations, the abolition of third-party cookies on websites is expected. According to Google, this will continue into 2024. This means that users no longer have to worry about their data being tracked or shared without their knowledge or consent. As a result, advertisers will have to find other ways to monetise their services.
Brand mentions on social media, blogs, forums and beyond can be monitored using social listening. This approach enables companies to assess the public’s attitude towards their brand. This does not require the use of cookies, as data available to all companies is used to generate actionable insights.
To create lasting trust and long-term relationships without cookies, it is important that companies know their target audience intimately. Therefore, prioritise transparency and privacy when communicating your brand. Analyse the protected data you can collect and prioritise content strategies that help you collect data about your audience. Also, use social listening to monitor lifestyles, consumer interests and trends.
The effects of fake news are being felt everywhere. These have a negative impact on companies, people and even governments. Deepfakes are becoming more and more common. These are videos created using artificial intelligence (AI) that show the actions of specific people that never actually took place.
Consumers expect a certain level of trust when interacting with content. For this reason, the demand for integrity and authenticity is likely to increase in 2023. This makes it necessary for companies and social media networks to change their approaches accordingly.
Critics are increasingly raising concerns about the limited ability to control the use of social networks. What is published, how the data is stored, what censorship tactics are used and other decisions are determined by the platform operators, rather than involving the user. In response, decentralised networks (e.g. LOL, Phaver, Mastodon, Steemit) have emerged that offer users a greater degree of autonomy. These decentralised networks will not be leading in 2023, but they will certainly attract the interest of the leading platforms. It is likely that the major social media sites will do more to address the concerns expressed by customers and perhaps even give them more control over their personal data. Social networks like the ‘Be Real’ app, cryptocurrencies, NFTs and blockchain are also occupying the social media world this year.
Every year, predictions are made about the latest format trend, such as short videos or social audio. In the long term, however, not just one format dominates. The trend is increasingly developing into an ‘Internet of Senses’ in which virtual sensory experiences are created by technology. For this reason, a multi-channel approach is necessary.
It is not just about interactively addressing customers, but also about giving them easier access to the content they expect from a company. Investments in improving digital experiences will continue, with, for example, additional sensory components such as gamification and digital shopping centres.
Companies will need to continue thinking of ways to engage their target audiences in a novel and noteworthy format. As the metaverse expands, 2023 will offer many opportunities and accelerate the journey towards the Internet of the Senses.
Social commerce is a rapidly growing trend that will continue to gain momentum through 2023. It refers to the use of social media platforms to facilitate online transactions. This includes activities such as buying and selling products, making payments and customer service.
The rise of social commerce is driven by the growing number of people using social media for shopping purposes. This development has been accelerated by the pandemic, as more and more people are turning to online shopping for convenience and safety.
Companies need to focus on creating a seamless shopping experience across social media platforms. This includes enabling customers to buy products directly from their feeds and providing personalised recommendations and discounts. Companies should also invest in technology such as chatbots and virtual assistants to provide better customer service.
The metaverse concept, a mix of digital, augmented and real reality, first started to gain traction last year. Now, the trend is becoming more important. Facebook is seeking to meta-rebrand, while leading tech companies such as Microsoft and Tencent have unveiled their own metaverse ideas.
The metaverse will be the ultimate platform for social media users to connect, share experiences and discover new opportunities. Companies should consider investing in technologies such as virtual reality (VR) and augmented reality (AR) to create immersive experiences for their customers. They should also focus on creating content tailored to the metaverse, such as interactive games and virtual stores.
Predictive analytics is a powerful tool that will become increasingly important in marketing in 2023. This technology uses data and algorithms to predict future outcomes and behaviours. This method is already established in many other industries.
Companies can use predictive analytics to better understand their customers and anticipate their needs. For example, they can use it to identify customer segments with similar interests or preferences or to predict customer churn rates. They can also use it to optimise marketing campaigns and target the right audiences with the right messages. Predictive analytics can also be used to improve customer service and develop more effective products and services.
The environmental crisis is becoming increasingly urgent and companies must act. However, many engage in greenwashing, i.e. making false claims about their environmental protection efforts. This can damage a company’s reputation and credibility.
In 2023, companies should focus on real environmental protection instead of greenwashing. This means that they need to take real measures to reduce their carbon footprint and invest in sustainable practices such as renewable energy sources, waste prevention and the use of environmentally friendly materials. Companies should also ensure that their environmental policies are transparent and easily accessible to customers.
Social media users are becoming increasingly aware of environmental issues and companies should use this to their advantage. They should focus on creating content that educates and informs their customers about sustainable practices and encourages them to take action themselves. Companies should also use social media to promote their own environmental initiatives, such as campaigns or events that raise awareness of climate change or environmental pollution. This helps to build trust with customers and show that the company is committed to protecting the environment.
In 2023, social media will be an important criterion for the customer experience. Companies should use social media to engage with customers and build relationships with them. This means that they should respond quickly to customer enquiries and provide helpful information. Companies should also use social media to showcase their products or services and create content that resonates with their target audience.
Social media can also be used to measure customer satisfaction. Companies should track metrics such as likes, comments, shares and views to get a sense of how customers are responding to their content and products. They can also use sentiment analysis tools to analyse customer feedback on social media platforms and identify areas for improvement.
In 2023, companies should focus on building communities around their brand. This means creating a space where customers can interact with each other and share their experiences with the company’s products or services. Companies should use social media to create these communities by hosting virtual events, running competitions and surveys, and encouraging customer discussion. In particular, private social media platforms such as Discord, Signal or Geneva are becoming increasingly popular for achieving a more personal and closer bond with your target group.
These communities can also be used to gather customer feedback on new products or services. Companies can use this feedback to improve their offerings and ensure that they meet customer needs. Communities can also be used to promote loyalty programmes and reward customers for their engagement.
In summary, social media trends in 2023 will focus on educating and informing customers about sustainable practices, using social media to build communities around brands. Companies should use these trends to their advantage by creating content that appeals to their target audience. They should also focus on responding quickly to customer enquiries and regularly evaluating metrics such as likes, comments, shares and views.
Olga Fedukov completed her studies in Media Management at the University of Applied Sciences Würzburg. In eology's marketing team, she is responsible for the comprehensive promotion of the agency across various channels. Furthermore, she takes charge of planning and coordinating the content section on the website as well as eology's webinars.
The new year is just around the corner. This makes it all the more important to be prepared for the SEO trends that await us. In this article, we explain what will be important in 2025 and what you should pay particular attention to! ... Continue reading
| 09 min |
In the past, link building was mainly focused on the quantity of links – the more backlinks a website collected, the higher its ranking rose. Today, link building is strategically more demanding because Google places great value on the quality and authenticity of the links. ... Continue reading
| 04 min |
Instagram is testing a feature to help users understand why certain Reels perform better than others. With this feature, Instagram provides targeted insights and practical tips directly in the feed. Find out how it helps creators maximise their Reels reach. ... Continue reading
| 01 min |
