5 social media trends that will define 2025

The web has become a treadmill of micro-trends, notifications and noise. In fact, one in four internet users report feeling overwhelmed by the digital spaces they occupy. Social media, which was once a place that enriched the lives of users, have also now exhausted users. That said, new audiences are emerging, determined to reclaim the joy of social. 

According to We Are Social's new report titled "Think forward 2025: The liveable web", people are pushing back against the prevailing culture of "more". Users are increasingly opting out of the pressures of more content, faster trend cycles and unattainable goals. Instead, they are opting for a liveable web that separates joy from progress and prioritises slower consumption and messier lives. 

Below are five key trends that brands can tap into in 2025 to rule the online space. 

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1. Embracing messiness again 

After years of cultural sanitisation and emotional suppression, 2024 saw a return to rawness, gore, sleaze and hedonism. After an online era defined by abstention and self-censorship, the last twelve months have seen an uptick in unruliness as young social users connect through chaos, said the report. 

For example, 'Brat Summer', a trend born from British pop singer Charli XCX's sixth studio album Brat, became a lightning rod for social media users who craved realness instead of the 'clean girl' aesthetic popularised on TikTok in years prior. Brat's celebration of a different type of femininity - seeking out hedonism and centering pleasure - and its popularity acted as a middle finger to the trends before.

One such brand that leveraged this trend is Calvin Klein with its ad featuring actor Jeremy Allen White. The shoot updated the idea that "sex sells" for modern ethics. In addition, the shoot was revealing of the way the female gaze has been further normalised by this "messiness rebellion", said the report.

According to the report, 59% of marketers took risks in the last year such as partnering with an unusual or divisive creator or making content that was anticipated to provoke backlash; 98% of these reported a successful or neutral outcome.

Moving forward, brands can attempt to get messy and experiment with raw, messier and unhinged content ideas as raw emotion will help brands to stand out from the crowd. Brands can also team up with rebels such as influencers who aren't afraid to embrace authentic experiences. When tapping into human desires, brands need to remember to be up to date with modern social more, reflecting the values of audiences.

2. Less is more

With digital and in real life worlds alike beginning to overwhelm, audiences want brands to provide lighter online culture - a refuge from the emotional labour of the day-to-day. As such, online spaces have been reclaimed as a place for escape and release. In fact, across the last twelve months, wholesome icons such as Ayo Edebiri are gaining popularity among Gen Z audiences. There is also a surge in sign-ups to platforms with "minimum stress". One such platform is Pinterest.

On the online space, celebrations of self-care and finding small luxuries to brighten up days are becoming increasingly popular with Gen Z audiences, leading to the creation of communities and uplifting songs.

One brand that embraced "less is more" is Marc Jacobs. Instead of creating a highly-curated social world, the brand allowed creators and micro-influencers pepper their feed with fun, small-scale content. The result is a playful, random account which is celebrated for its vibes. 

In 2025, brands can embrace the randomness and become internet culture detectives to truly connect with the "chronically online" audience. Brands can do so by using social listening, culture trackers and community insights to decode the randomness and then create content that taps into those trends with bite-sized, viral-ready pieces.

In addition, brands can leave room for spontaneity in the content strategy and lean into the weird, wacky and wonderful. Alternatively, brands can use community management to shine a light on the heartwarming and wholesome content. Collaborating with creators who inspire genuine connections is one way brands can simply spread good vibes online.

3. Intentional consumerism

Social status used to be linked to how much money someone could spend. Now, though, a new wave of social users who value sustainability over splashing the cash are offering up a counter-narrative. Brands recognise this, and 66% of marketers have increased ethical or sustainability messaging in their social content in 2024 versus last year.

For example, E.l.f. Cosmetics have eased off pressurising consumers to buy in favour of content, and instead refocused on the happiness their cosmetics offer, leaning into joy-giving behaviours and rituals associated with their products.

Brands can tap into this trend by underlining the meaningful way their products can become part of consumers' lives, rather than something to use and discord. Brands can also consider creating content that acknowledges the economic challenges and find ways to show how even with tighter wallets, the product is still essential. 

Finally, brands can show their audience the enduring joy of owning the product beyond initial excitement. This can take in the form of sharing stories of well-loved, well-worn items that still spark joy and celebrating the lasting value and connection the brand creates.

4 Modern mythmaking

We Are Social defines modern mythmaking as an online landscape in which hot takes and fan theories rule the algorithm. This is a reflection of the fact that social users are no longer sitting back, but are rather leaning in and participating in content unlike before. 

With that, creator-led content now leads the way in responding to and shaping popular culture. The result is an Easter egg web in which audiences are digging deeper into entertainment. Some successful examples include Taylor Swift and cult film studio A24 where they are not just leaving discrete prizes for users to find, but are encoding every aspect of their online identity with hints that help audiences feel like they're in on a secret story. 

According to the report, 78% of marketers are using insights from consumer comments to inform creative campaigns. Skincare brand Cerave who reached for a decade-old Reddit thread which debated whether or not the company was owned by actor Michael Cera. It then released an ad campaign with Cera. 

Moving forward, brands can attempt to tease announcements instead of simply handing information and turn viral moments into fan-service experiences.

5. The rise of fandoms

Social platforms that once existed to connect audiences now prioritise on keeping audiences entertained. In an increasingly segregated world, audiences are craving togetherness and pushing for a new internet that bonds again, said the report.

As such, audiences' craving for something more personable has led to new modes of intimacy online. People are participating in fandoms like never before, and research shows they’re doing so for the communal element of feeling part of something bigger than them. Marketers are responding by creating intimate experiences with 61% of global marketers use gate-keeping around their content, such as customer-only groups or closed social channels.

Come 2025, brands can actively nurture community to create a sense of belonging and forge lasting loyalty. Brands can also tap into collectible culture and create content and campaigns that encourage the community to share their collecting journeys and connect with each other. Meanwhile, when creating content, brands should look for the togetherness angle. 

Outside of the social space, key media trends in 2025 include the impact of AI on brand interaction, media value chains and maximising micro-moments among others. This is according to a new study by Carat, dentsu X and iProspect titled "Algorithmic era of media", unveils that the upcoming year will drive toward a fully addressable, shoppable and accountable media system.

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