Social media is a constantly evolving space, and staying ahead of the curve is key to standing out.
Based on emerging trends, we’ve compiled our top predictions for 2025 to help you navigate the landscape effectively.
Let’s dive in!
1. Carousels are taking over!!!
Carousels are outperforming single-image posts across multiple platforms including Instagram and LinkedIn.
Even on TikTok, we are seeing an increase in the number of carousels that are getting boosted onto the FYP.
Let’s not discount Reels, they are still the best way to reach a new audience on Instagram with Reels being more likely to be pushed out to Non-Followers than other forms of content. If you want to connect with your existing audience, carousels are the way to go as they are pushed out to your Followers first.
On LinkedIn, Carousels are the star of the show being favoured over all other content types.
Carousels on platforms like Instagram also often have increased visibility because they encourage user interaction. If you don’t swipe through all the slides of a carousel, the algorithm may resurface the same carousel in your feed later, starting from the next unseen slide. This design aims to maximize engagement by ensuring users see all the content in the carousel over time.
2. Bigger = Better
Instagram is pushing for an increase in post sizes from a 1×1 aspect ratio to a 4×5. But this isn’t just true for Instagram across all platforms – bigger really is better.
Bigger posts take up more screen space and capture attention better. They also allow for more information to be communicated on them.
Instagram has just started to roll out the 4×5 aspect ratio in the profile grid as well, showing a big push for this updated post sizing.
3. Bigger ≠ Better – for captions
People are not reading captions so stop putting all your best ideas in them. Move most of your copy into the graphics of your carousels.
Your captions should be two to three sentences max and filled with high-quality searchable keywords.
For an even stronger caption include a call to action to either engage with the post (such as commenting or saving the post) or engage with your profile (such as following or sending a DM).
4. Do hashtags even matter?
No hashtags do not matter as much as they used to. With Instagram pulling back on followable #s and reducing the number of recommended hashtags down to 4, hashtags are becoming increasingly less popular.
Hashtags are moving more and more to just a tool to categorise your content. This can also be achieved through the use of strong keywords in your captions.
So should you be using hashtags? Yes, but, focus on using a small amount of highly relevant #s, 4 to 8 max per post.
5.TikTok is still ruling the roost.
Even with the brief TikTok ban in the USA, the platform still holds strong as a social media powerhouse
With TikTok shop being introduced in Ireland, it can only go up from here for the platform.
TikTok has one of the best algorithms out there with content being easily searchable, unlike other social media sites. This means it is becoming a go-to space for people to research and engage with their interests.
But what is the future for TikTok? It is currently hard to predict where the platform will be in a few months, as I write this there are a multitude of rumours swirling around the future of the platform.
But for now, TikTok is still one of the strongest platforms to grow a following.
6. Quality > quantity
With more and more content uploaded to each of the platforms each day, people can pick and choose which content they want to consume.
High-quality content is the only way you can stand out. High quality does not mean a high budget. It means good graphic quality, easy to understand and engaging.
Content which is sales-focused doesn’t do as well as other types of content. Your 2025 content should focus on building a community through relatable and informative posts.
These posts, while not sales-focused can help generate sales as they build a connection with your audience.
7. Hooks are your best friend.
We all know people’s attention span is getting shorter, you need to reel them in within the first few seconds of your content.
For video content, use visual hooks such as movement in the first second. An example of this is sitting down, walking into a frame or fixing your hair.
You can also use a content hook such as starting with a question or impressive statistic that people will want to know more about.
8. Comments are your new posts.
It is becoming increasingly common to see brands in comment sections. Commenting on already popular posts is a great way to grow awareness as the content is already being seen.
There are some important things to keep in mind if you are going to implement this into your 2025 strategy.
First, is the content relevant to your brand? If you are not adding to the discourse your comment will fall to the bottom. Comment with a relevant question or witty banter.
The second thing you have to consider is that unless your brand is extremely well known, a household name, one comment on a viral post will not increase your brand visibility. You have to be continuously seen in comment sections before users will start to recognise your brand.
These comments should also be paired with a brand awareness campaign as people will begin to recognise the brand and not what the brand is about.
What About Trends we don’t want to see continue into 2025?
There are so many exciting changes on social media that you can jump on to boost your impact.
But what should you avoid or leave in 2024?
1. Bad AI
AI is on the rise, it can be a helpful tool across our daily lives. But we are increasingly seeing it be used in lazy ways.
Many people can now tell when text has come directly from the mouth of AI without a real person editing it down and adding their own voice to it.
Social media is starting to be overrun by AI images and videos. These images are starting to feed back into the image generators and we can now see that the images appearing on social media are starting to look less and less convincing.
AI can be an extremely useful tool in social media from idea generation to enhancing the quality of an image, this year we want to see AI used tastefully.
2. QR codes
Please stop posting QR codes on social media. QR codes are an amazing tool for print media as you can simply scan the QR code with your camera and be on any URL in the world in seconds.
QR codes however are not meant for digital media, a link in the copy (or bio for Instagram) is a much more efficient and professional way to direct people to your website.
3. Links in Instagram Captions
While I’m on the topic, please stop posting links in Instagram captions. We can all agree it is frustrating that you cannot post a link on Instagram but they have introduced multiple links in bios for a reason. You can also use free tools such as LinkTree.
A link in an Instagram caption is just frustrating to the user as if it is something that they would like to look at they have to manually type the URL into their browser (that’s if they could be bothered).
A link in your bio is a much nicer experience than this and will mean people are more likely to go to the site you are directing them to.
4. Micro Trends
We love jumping on trends as much as the next agency but this year it may be time for everyone to be more demure and mindful about which trends they jump on.
Trends come hot and fast now with some only lasting a few days before they are seen as outdated. If you can’t jump on the trend while it is on the rise you may run the risk of seeming outdated.
Before you even jump on a trend think to see if it really suits your business. If you can not identify the link quickly you run the risk of it seeming forced. Social media is increasingly becoming a place where people are looking for authenticity, so don’t force a trend that is ingenuine.
Instead of jumping on a trend, you should focus on making “real” content that builds a community. Create content that your audience will relate to, and show them you understand their pain points.
In conclusion
Social media in 2025 is all about being strategic, authentic, and audience-focused.
From leveraging carousels and TikTok to prioritising quality content and meaningful engagement, these trends will help you stand out and build a stronger community.
Stay tuned for more tips and insights to help you dominate the social media game this year!
Written by Emma Kate Rowlette