There’s a reason I call the holidays a social media manager’s busiest season. The end of the year always feels like a whirlwind of holiday content planning, ever-changing promotions, and prepping for my clients’ all-important year-end reports. But amidst the chaos, it’s also the perfect time to pause and look ahead!

I know, I say it all the time, but social media is always evolving. Staying ahead of the curve can be the difference between your brand succeeding or getting left behind.

That’s why, in all our “extra free time,” the Chair 8 team has been diving into what’s on the horizon for 2025—so you don’t have to! From hyper-personalized content to the resurgence of long-form video, here’s what we’re already preparing for and how your brand can embrace the change.

The Rise of Hyper-Personalized Content

We all have our niche interests—I know I do! Whether it’s video games, cooking, DIY projects, or spending an unreasonable amount of time with your dogs, there’s something truly special about feeling seen by a brand. It’s that moment of connection where you think, “Wow, they really get me!”

Looking ahead to 2025, the days of one-size-fits-all messaging are officially over. Audiences are craving content that speaks directly to these unique interests and passions, and brands that are already doing this are finding early success.

Take Duolingo, for example, a brand that has mastered the art of niche, relatable humor on TikTok (Really… you should check them out here!) From mini-campaigns celebrating Taylor Swift album releases to inside jokes about Roblox and Formula 1 races, Duolingo proves that when you know your audience’s quirks, your content will resonate. Their posts feel authentic because they are—crafted with genuine knowledge of these communities. It’s no wonder they’ve won over 13.4 million followers on the platform!

TikTok and Instagram as Search Engines

I’m super excited to dive into this next trend—especially since I was an early adopter of using social media platforms as search engines! If you’ve jumped on this bandwagon too, you know exactly what I mean. But if not, let me explain.

Over the past year, younger users have turned to platforms like Instagram and TikTok to discover everything from new products and local services to tips, hacks, and inspiration. For example, instead of Googling “best new restaurants in Raleigh,” I’ll search the same phrase on TikTok and scroll through creator-made videos to get a real-world take on where I should eat next. It’s an entirely new form of search, and it's all about social proof—essentially, I trust recommendations from real people.

For brands, this means a huge opportunity to tap into search behaviors by creating content that’s not only engaging but also discoverable. By using relevant hashtags, geo-tags, and trending keywords, you can make your brand more visible to users who are actively searching for what you offer.

Values-Driven Brands Build Connection

One of the most powerful trends that will shape 2025 is the growing expectation for brands to be vocal about their values and ethics. In a world where consumers have endless options, authenticity is key—and people are craving brands that stand for something beyond just their products or services.

In fact, studies show that today’s consumers are more likely to connect with brands that share their beliefs, whether it’s around sustainability, diversity, or supporting local communities. This isn’t just about checking off boxes or doing the “right thing” for the sake of it—it’s about being transparent in a way that resonates with your audience on a deeper level. Patagonia, Ben & Jerry’s, and The Body Shop are all great examples of brands that have leaned into this—and their loyal followers respect them for it!

My suggestion? Spend some time at the beginning of 2025 revisiting what your brand stands for in the context of current issues. It doesn’t have to be political, but clearly defining your values will give your marketing team the confidence to reflect those beliefs in your content.

The Shift to Long-Form (On Specific Channels!)

Whose brand is on LinkedIn? If you ask me, I think more brands should be. And no, it’s not just about recruiting!

While short-form video continues to dominate on Instagram and TikTok, there’s a growing shift happening on LinkedIn, where long-form content is taking the spotlight. In the new year, expect to see brands utilizing longer video formats, such as educational content, behind-the-scenes peeks, and expert interviews. LinkedIn audiences are looking for value and insight, and they’re willing to invest a little more time compared to the fast-paced entertainment style of TikTok and Instagram. 

This is a great reminder that not all content is created equal across platforms! If you’re still reposting the same photo and caption on every social media site, you’re missing out on the chance to tailor your content for each platform’s unique strengths.

AI Accountability and Transparency

Do you remember when Coca-Cola came under fire in 2024 for using AI-generated imagery in their advertising campaigns? Well, that was only the beginning!

While consumers are becoming more comfortable with AI in content creation and copywriting, they now expect brands to be transparent about when and how it’s used. If you’re leveraging AI tools, make sure your audience knows! Consider adding a simple “Created with AI” label on platforms like Instagram and Facebook, or share behind-the-scenes footage of your AI process. Not only does this build trust, but it can also turn into entertaining and engaging content!

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Do you have any questions about your social media marketing strategy heading into 2025? We’d love to help you navigate these changes and set your brand up for success. Feel free to reach out—we’re here to chat!