If there’s one phrase that defines the world of social media advertising and marketing, it’s pivot. Whether or not it’s platform updates, evolving content material codecs or lightning-fast pattern cycles, entrepreneurs are continually adapting—generally in actual time.
Who hasn’t stepped away for lunch, solely to return again and uncover a serious platform overhaul that upends your fastidiously deliberate content material calendar or reporting metrics?
That can assist you keep forward of the sport, I tapped into the ICYMI group to uncover their predictions for the way forward for social media platforms, methods and content material codecs that may take heart stage in 2025.
Social media by no means hits pause, however this snapshot presents invaluable insights into what entrepreneurs and creators are prioritizing within the 12 months forward.
In regards to the dataThe information referenced on this article was collected by way of a current survey of 240 creators and entrepreneurs who’re a part of the ICYMI publication viewers. I additionally requested 24 main voices within the social media business to form the info narrative and weigh in with their predictions for the long run. The info I collected has been supplemented by Sprout Social information experiences, surveys and group conversations.
1. Instagram shall be as necessary as ever
In response to survey respondents, Instagram was ranked the precedence platform (44%) that individuals deliberate to give attention to in 2025. LinkedIn is the sleeper hit at quantity two (20%), adopted by TikTok (18%) and YouTube (11%).
The Meta platform coming in first will not be an entire shock, on condition that Instagram persistently ranks as one in all Gen Z and Millennial’s favourite platforms, it’s the preferred platform for influencer advertising and marketing and it’s essentially the most used platform throughout generations.
“In 2025 we’re centered on assembly customers the place they’re as an alternative of making an attempt to get them to return to us. Suppose key phrase searches, subreddits and out-of-the-box influencers creating distinctive content material,” stated Mikayla Barker, Senior Supervisor of Social Media and Influencer Advertising and marketing at Bachan’s.
Nevertheless, a few of the respondents wished there have been extra area of interest or rising platforms included on the questionnaire—reminiscent of Bluesky, Roblox, Reddit and Substack—which serves as a reminder of how fractured and unsure social media areas have change into.
That sentiment was echoed by Nicole Taic, Director, Creator Technique on the Commerce College company: “It’s attention-grabbing to see as a result of some purchasers and even creators are ignoring the TikTok ban however many are shifting their focus to Meta, YouTube and Snapchat. They’re additionally exploring and testing rising platforms like Substack to see if there’s a constructive return. With that in thoughts, I’m very zeroed in on what different key platforms are rolling out over the following few months to tell how we pivot a few of our plans.”
2. Creators will play a professional function in media and politics
After I requested a few of the greatest creators, social strategists and business leaders what’s going to occur round social and the creator financial system subsequent 12 months, they agreed influencers and creators shall be seen in a different way.
Not discredited for not having “actual” jobs, influencers are starting to be formally acknowledged as integral professionals inside media, politics and different sectors.
“2025 brings the creator world a step nearer to being extra professionalized. Particularly given the impression creators have had on politics, citizen journalism and videography—we’re not regarded down on as interlopers in traditionally gatekept areas. We’re now on a path towards being handled as equals and specialists alongside extra conventional paths to success,” stated V Spehar, Creator and Founding father of Beneath the Desk Information.
This shift is preceded by shopper belief in influencers already taking maintain. Practically half as many customers belief influencers simply as a lot as they did final 12 months, whereas 30% belief them extra. Millennials and Gen Z are most trusting—partially as a result of they grew up with influencer and creator advertising and marketing.
3. Video and pictures will proceed to be crowd favorites
When survey respondents had been requested which content material format these entrepreneurs and creators deliberate to give attention to in 2025, short-form video (60 seconds or much less) gained by a landslide with 47%. Rounding out the highest three had been movies lower than 10 minutes lengthy (17%), adopted by images and Carousels (14%).
Carousels made one thing of a comeback this 12 months. Even earlier than Instagram elevated the quantity of photos and movies you would publish to twenty, manufacturers had been profiting from the swipe-through storytelling format.
Adam Mosseri, head of Instagram, pointed to 2 major causes for the format’s success: A number of slides imply extra interactions and the algorithm provides your Carousel a second probability after it’s posted, resurfacing it to followers who beforehand swiped by.
Even TikTok, which had beforehand solely championed short-form movies, promoted photograph Carousels this 12 months, promising to “make it easier to attain much more folks.”
4. A renewed urge for food for longer storytelling
At the same time as short-form video continues to dominate, the dialog is increasing to incorporate extra considerate storytelling. There may be information to counsel audiences are starting to crave depth alongside the short hits of content material that dominate their feeds.
A resurgence in serialized content material (see TikTok’s Reese Teesa, Alexis Bittar and Julian Sewell’s ‘80s sequence) factors to a requirement for tales and dramatic sagas folks can observe obsessively.
We’re headed towards a “long-form renaissance,” stated one survey respondent from Austin. This contains extra “Substacks, YouTube, tv and magazines. Individuals will hit mind rot fatigue.”
This doesn’t spell the top of short-form, however entrepreneurs and creators are seeing a shift. Throughout almost all platforms, the highest manner customers need manufacturers to indicate up is with entertaining content material. Individuals are on the lookout for an escape from stress, boredom, you identify it, and types that may ship on that may earn consideration and loyalty.
“I’m excited to see social video format boomerang again to longer-form 16×9 content material in 2025, significantly on YouTube because it ramps as much as place itself as a TV/cable different. The TikTok-ification of quick type will nonetheless thrive, however my crew is so expert and amped-up to method the problem of capturing audiences and maximizing viewer retention once we, and the digital world, have been used to distilled messaging lasting only a handful of seconds. As somebody who likes to dive into narrative storytelling, this has me excited to shift extra assets to higher-produced, longer-form content material that may be reduce down and optimized as short-form for different platforms,” stated Adri Cowan, Director of Digital Advertising and marketing Marvel Model at Walt Disney Studios.
5. Social would possibly enter its “severe” period
Memes? On this financial system?
The outlook on memes as a advertising and marketing software is difficult. Whereas most respondents chosen memes as a prime content material precedence for subsequent 12 months, opinions on their effectiveness had been all around the map.
Chris Lam, advertising and marketing advisor for Los Angeles County’s Financial Mobility Initiative (EMI), predicted an uptick in memes, leisure and escapist content material dominating social media for at the very least the following 4 years.
Others, nevertheless, count on manufacturers to pivot towards severe, emotion-driven content material that fosters deeper connections.
“I feel we’re coming into our severe period,” stated one respondent anonymously. “Memes in advertising and marketing will take a backseat as audiences develop uninterested in manufacturers hopping on developments simply to appear relatable.”
And for some social media managers, memes aren’t only a query of tone—they’re a authorized minefield. Memes that riff on copyrighted photos or cultural references, like scenes from standard TV exhibits or films, could be dangerous enterprise. Industries with strict authorized or reputational requirements can’t afford to gamble on what would possibly look like innocent enjoyable.
So, as we glance to subsequent 12 months, the query stays: Are memes nonetheless the second, or are we bracing for a vibe shift?
6. AI will streamline operations and make people extra invaluable
Although many manufacturers and entrepreneurs have already got AI instruments at their disposal, virtually 63% of social groups agree handbook duties nonetheless forestall them from doing excessive impression work. That’s anticipated to alter in 2025 as advertising and marketing orgs and creators convey extra AI instruments into the fold and make an effort to maximise those they have already got.
Amber Venz Field, co-founder and President of LTK, sums it up like this: “We’re at a degree the place AI can have a big impression—enabling creators and types to streamline operations, optimize content material and scale quicker than ever. From automating workflows to offering predictive insights, AI will play an even bigger function in serving to creators and types convey their concepts to market with velocity and higher effectiveness. This evolution ensures creators can focus extra on what they do greatest—creating—whereas AI takes on lots of their operational calls for.”
As Venz Field suggests, regardless that AI instruments will play a pivotal function in streamlining handbook work, customers nonetheless need human-led creativity.
In response to 2024 Sprout Pulse Surveys, customers say customer support must be firms’ prime social media precedence subsequent 12 months, with 74% agreeing they’re comfy with manufacturers utilizing AI to ship quicker, personalised social buyer care.
However virtually half can be much less probably to purchase from a model that posts AI-generated content material. One other 83% consider AI content material will make social feeds much more saturated.
One member of Sprout’s Arboretum suggested, “Genuine, human-centric content material will carry out higher and stand out. Human contact will assist foster real connection—in each short-form and long-form storytelling. To deepen belief and loyalty and drive ROI, the secret is crafting content material that resonates emotionally and retains human connection on the coronary heart of all of it.”
7. Embracing a social-first mindset shall be non-negotiable
If I needed to supply one private prediction for the way forward for social media, it might be that manufacturers might want to take a social-first method to their total firm technique to keep up long-term relevance. That goes past merely posting a video or replying within the feedback.
Social is on the epicenter of tradition. Exhibiting up there’s the naked minimal. Individuals count on manufacturers to be energetic contributors of their on-line group—listening to and studying about their viewers.
And, most significantly, buyer suggestions shouldn’t be siloed on social. It must be included into social technique, advertising and marketing activations on different channels, enterprise priorities and product improvement.
Social media has solidified its energy as a cultural power, and types have to wield its affect to construct lasting resonance.
Searching for extra predictions into what 2025 will maintain? Watch Sprout’s on-demand webinar dissecting 2024’s greatest social moments and what that they reveal about how social will change subsequent 12 months.
