Shades of Social Trends for 2025
We are light years removed from Black Planet (see what I did there đ), but social media is still challenging brands, creators, and consumers to think differently about how they connect online. Every year, there are various lists and trends aimed at helping brands stay ahead in the world of social media. How you approach social media will depend on your own adaptation and implementationâor lack thereofâof the trends that identify with your brand and audience.
With 13 years of experience in content development, the agency space, and B2B marketing, Iâve identified the following top trends that will shape 2025, reflecting shifts in user behavior, platform growth, and the creative ways brands will need to adapt in order to stand out.
Goodbye Gloss, Hello Chaos: Is Non-Aesthetic The New Norm?
The veil has officially been snatched off Hollywood, and consumers arenât buying the over-the-top wealth and unattainable perfection anymoreâliterally. Arrests, lawsuits, and scandals have made the glitzy façade feel more like a circus act than reality, and people are gravitating toward something real: influencers they can actually relate to. The era of super-curated, glossy feeds is losing steam in favor of non-aesthetic contentâthe messy, candid, no over-the-top filters kind. It's refreshing, and frankly, people are tired of being sold lifestyles that just feel fake.
Take the rise (and fall) of TikToker Marlena Velez, who flaunted a luxury lifestyle to her 360K followers, only to be busted for shoplifting at Target. Or the âBlackout Movement,â which gained traction as a protest against the absurdity of flexing designer gowns during war and humanitarian crises. Meanwhile, icons like Billie Eilish and BeyoncĂ© lost hundreds of thousands of followers, and Kim Kardashianâs following shrank by 3 millionâproving that being out of touch can also come with a price tag.
Brands are catching the vibe shift too. Micro-influencers, with their relatability and honesty, are eating the big namesâ lunch. These everyday creators have engagement rates around 7%, compared to the 1.7% of mega-influencers. Oh, and theyâre bringing in 40% higher conversion rates. Why? Because according to Forbes, 82% of people trust micro-influencers more than celebritiesâand honestly, who wouldnât? When someone who looks like they just ran errands in yoga pants tells you a product is worth it, you listen. Compare that to a celebrity promoting the same thing from their private jetâit just doesnât land anymore.
The move toward authenticity is going to explode in 2025. Think less polished, more raw. Expect to see brands leaning harder into partnerships with micro- and nano-influencers who embody this "realness." Content will feel more conversational, personal, and in-the-moment rather than staged and overly produced.
Also, âanti-aestheticâ feeds will be hugeâthink chaotic carousels, messy room selfies, and off-the-cuff reels. Brands like Nutter Butter are leaning into this already, embracing chaotic storytelling that goes completely against the "norm" of curated aesthetic feeds. Brands will need to loosen their grip on perfection and lean into the unpredictability of organic storytelling. Influencers who embrace imperfectionâcracked phone screens, laundry in the background, and allâwill resonate far more with audiences tired of being sold fake realities.
The Rise of Alternative Platforms
The days of a few social media giants dominating the landscape might be coming to an end in 2025. Platforms like Threads, BlueSky, and SPILL are stepping up to give users a more positive and niche social media experience.
Threads, which gained 100 million users within its first five days, now boasts the same number of daily active users, positioning itself as the conversational, text-first alternative to X (without the chaos). BlueSky, an emerging challenger in social media, rose to a total of 24.5 million users, adding over 1 million new users following the 2024 U.S. presidential election. This growth was fueled by an exodus of users dissatisfied with the direction of X under Elon Muskâs ownership. Meanwhile, Spill, a Black-owned social media platform with 200,000 monthly active users, is one of the few social media spaces advocating for minorities and marginalized communities as a 'safeâ space. With an investment from Kerry Washington and a presence at AfroTech, Spill is actively proving that smaller, niche communities could be where the magic is happening, despite its smaller user base.
However, the biggest shakeup might be on the horizon: TikTok is facing a nationwide ban on January 19, and brands and creators need to start bracing for impact. With 50 million daily active users, TikTokâs community doesnât just love the platformâthey rely on it for inspiration, discovery, connection, and, for some creators, money! If the ban happens, its user base will be forced to migrate to another platform. The question is: where?
Alternative platforms like Threads, BlueSky, and Spill are strong contenders, as are legacy platforms like Instagram and Snapchat, which have tried (and sometimes failed) to replicate TikTokâs magic. Brands that can pivot quickly by diversifying their social strategy and establishing a presence on these emerging platforms will have an early advantage. Now is the time to experiment, test content styles, and build loyal communities before the crowd rushes in.
Stay Scrappy, Stay Smart
Social media is changing faster than a viral video.The shift toward authenticity, the rise of micro-influencers, and the emergence of alternative social platforms all signal one thing: adaptability is key. My advice? Donât put all your eggs into one algorithm. For new brands just starting out, now is the time to start exploring emerging platforms, experiment with unpolished, relateable content, and build authentic communities. And if your brand is already established, try experimenting with one platform that aligns with your audience demographics. Building community on a platform like Threads or Spill could give you an edge while others are still scrambling to catch up.
In 2025, the brands that win will be the ones that can pivot, adapt, and keep it authentic. Because if weâve learned anything, itâs that social media doesnât wait for anyoneânot even you.
