12 social media trends marketers should watch in 2025 [new data]

It’s halfway through 2025— time to take the temperature on which social media trends are defining the year.

In our 2025 Social Media Trends Report, the social media marketers we surveyed said keeping up with new trends is the number-one challenge they face. With the current economic and social volatility, it’s difficult to know where to play it safe and where to go all in. Alone, these calculations can feel overwhelming. Together, we can make sense of what’s happening.

I dug into survey responses from 1,751 marketers and did a deep dive with two social media experts on what to expect the rest of the year. With their answers in mind, here are the 12 social media trends marketers should watch in 2025:

1. Short-form video remains the undisputed king of content.

Which would you rather watch, a 15-minute YouTube video or 15 one-minute TikToks? Most consumers would pick the short videos in 2025. No matter the fate of short-form darling TikTok, the content format it spawned is here to stay.

Marketers we asked said they produce short-form video more than any other format. Almost one in three brands are using it, and the marketers we surveyed said it’s bringing in the highest ROI.

Expert insight: “TikTok‘s not dead yet. But I think if your brand has an audience on TikTok, that’s a little bit in flux. In January, a lot of people realized they needed to have a backup plan.

“Platforms like YouTube and Instagram are building tools for short-form video, they‘re seeing what’s working on TikTok and adapting it,” shares Emily Brungard, senior growth marketing manager for Rossman Media.

2. High risk, high reward for brand values-aligned content.

In a competitive market, showcasing your values can be a powerful differentiator.

For the second year in a row, marketers said that creating content that reflects their brands’ values is the top marketing trend they’re exploring. However, this trend brings some challenges….