As we begin to navigate through 2025, the landscape of social media marketing continues to evolve at fast pace. For technology brands operating in both B2B and B2C sectors, keeping up to speed of these changes is critical to maintain a competitive edge. This article delves into the most significant social media marketing trends shaping 2025, providing insights and strategies to effectively engage and connect with your audience.
2024 witnessed a lot of economic turbulence triggered by key geo-political events such as the ongoing war in Ukraine and Palestine, elections in a number of leading economies and continued high inflation. Whilst many sectors struggled technology still delivered growth and it is hoped with a new US President stability and positivity can return to global markets.
The AI Align Agency (AAA) team intend to re-visit this post and in 6 months’ time to assess the impact of the trends mentioned and ultimately to share more insights from the first few trading periods of 2025.
1. The Integration of Artificial Intelligence (AI) in Social Media
Artificial Intelligence has become an integral component of social media marketing, offering tools that enhance efficiency and personalisation. Productivity enhancing capabilities mean that this trend will continue as brands and customers demand more for less.
- AI-Generated Content: Marketers are increasingly utilising AI to automate content creation. Tools like ChatGPT and Jasper AI can draft compelling copy in seconds, streamlining the content production process. However, it’s essential to blend AI-generated content with human creativity to maintain authenticity and brand voice. It is fair to assume that marketers are now more aligned with utilising AI tech capabilities in a much more responsible and consistent manner,
Vista Social - Advanced Analytics: AI-driven analytics provide deeper insights into consumer behaviour, enabling brands to tailor their strategies effectively. By analysing vast datasets, AI can identify patterns and trends that inform decision-making, leading to more targeted and successful campaigns. ChatGPT and DeepSeek (the Chinese Open AI competitor) have become trusted tools for working with diverse datasets and coupled with visualisation tools such as Microsoft PowerBi, marketers are able to understand and communicate more and faster than ever before.
Vista Social
2. Short-Form Video Content Dominance
Short-form videos continue to captivate audiences, solidifying their dominance across social media platforms. Whilst this does not mean long-form video formats no longer has relevance it does mean delivering fast value is the key to successful collateral creation.
- Platform Popularity: Platforms like TikTok, Instagram Reels, and YouTube Shorts have become central to content consumption, with users gravitating towards brief, engaging videos. This trend underscores the importance of incorporating short-form videos into marketing strategies to enhance reach and engagement. What will be interesting to monitor is the proposed banning of the TikTok Platform for US content creators later this year, will this result purely into a shift toward other platforms or will the 100m+ user base delta create a shift back toward longer form content as a means of maintaining engagement.
Metricool - Engagement Strategies: Creating concise, compelling videos that convey clear messages is key. Brands should focus on storytelling that resonates with their audience, utilising trends and challenges to foster connection and drive interaction. From our perspective we firmly believe Brands will lean into User Generated Content (UGCs) Creators more for consistent engagement strategies. The key driver for this belief is the sheer volume of content required which cannot be satisfied by Brands and Influencers alone, UGCs can bridge the gap effectively.
Metricool
3. Authenticity and Personalisation in Brand Communication
In an era where consumers seek genuine connections, authenticity and personalisation have become paramount. Brands that cannot tell their story, effectively and consistently, or that do not have a clear identity will struggle in this age.
- Human-Centric Content: Shifting towards content that reflects real-life experiences and emotions helps in building trust. Brands are moving away from overly polished content to more relatable and transparent communication, fostering stronger relationships with their audience. This shift strengthens the role of UGCs as being an integral part of the new social media marketing mix.
Metricool - Employee Advocacy: Encouraging employees to share their experiences and insights on social media humanises the brand. Employee-generated content adds credibility and authenticity, as audiences tend to trust individuals more than faceless entities. However, challenges can arise for Brands that do not create a strong Employee experience or their teams are overly introverted.
Social Media Explorer
4. The Rise of Social Commerce
The convergence of social media and e-commerce has given rise to social commerce, transforming how consumers discover and purchase products. A good example of this can be found within the UK food takeaway sector, where, often new eating takeaways and concepts such as ‘Dark Kitchens’ will use ‘Facebook’ or ‘Instagram’ instead of creating their own website or at least until they become established enough to warrant a direct website presence.
- In-App Purchasing: Social platforms are integrating shopping features, allowing users to make purchases without leaving the app. This seamless experience reduces friction in the buyer’s journey, increasing the likelihood of conversion.
Metricool - Live Shopping Events: Leveraging live streams for product demonstrations and launches creates an interactive shopping experience. This real-time engagement not only showcases products effectively but also fosters a sense of urgency and exclusivity.
Metricool
Who Does It Impact the Most?
- Convenience: It makes shopping easier because you don’t have to switch between apps or websites. Everything happens in one place.
- Trust: People often trust recommendations from friends, influencers, or even strangers in the comments more than traditional ads.
- Discovery: Social commerce helps you find products you might not have searched for otherwise, like through viral trends or influencer posts.
- Engagement: Brands can interact directly with customers, answer questions, and build relationships in real-time.
Why is it Significant?
- Consumers: Shoppers benefit from a more personalized and interactive buying experience. They can see what’s trending, get recommendations, and make purchases quickly.
- Small Businesses and Creators: Social commerce levels the playing field, allowing small businesses and individual creators to reach a global audience without needing a big budget or a fancy website.
- Influencers: Influencers play a huge role in social commerce by promoting products to their followers, often earning a commission for sales they generate.
- Big Brands: Large companies use social commerce to stay relevant and connect with younger audiences who spend a lot of time on social media.
- Social Media Platforms: Platforms like Instagram, TikTok, and Facebook benefit by keeping users engaged longer and earning revenue through ads and transaction fees.
5. Enhanced Focus on Data Privacy and Security
With growing concerns over data privacy, consumers expect brands to handle their information responsibly. Privacy, security and integrity of data and data management are absolute fundamentals for any Brand or business in 2025 as scrutiny has never been higher.
- Consumer Expectations: Transparency in data collection and usage practices is essential. Brands must communicate how they protect user data to build and maintain trust.
Metricool - Regulatory Compliance: Adhering to data protection regulations is not only a legal obligation but also a competitive advantage. Demonstrating compliance can enhance brand reputation and customer loyalty.
Metricool
6. Community Building and Engagement
Building engaged communities around shared interests or values is becoming a focal point for brands. Community platforms such as Skool & Meet-up have grown significantly in terms of building and establishing communities of all types. We predict that in 2025 there will be continued growth within these community building platforms.
- Niche Communities: Fostering smaller, dedicated groups allows for more meaningful interactions. Brands can create exclusive groups or forums to facilitate discussions, gather feedback, and provide value-added content.
Metricool - Interactive Content: Utilizing polls, Q&A sessions, and interactive stories encourages participation. Such engagement tools not only keep the audience involved but also provide insights into their preferences and opinions.
Metricool
7. Influencer Partnerships in B2B Marketing
Influencer marketing is extending beyond B2C, with B2B brands recognizing its potential.
- Micro-Influencers:
Collaborating with niche influencers who have a dedicated following can lead to higher engagement rates. These influencers often have more trust and credibility within their communities, making their endorsements more impactful.
Forbes - Long-Term Relationships: Establishing ongoing partnerships with influencers ensures consistent messaging and deeper connections with the audience. Long-term collaborations can also lead to more authentic content, as influencers become more familiar with the brand.
Forbes - User Generated Content Creators: The demand for high volume authentic content that can be controlled and exclusively owned by Brands means that UGCs will be big in 2025 and beyond. Here at the AI Align Agency we have a growing portfolio of UGC professionals and Brands that want to work them.
8. Augmented Reality (AR) Experiences
AR technology is enhancing user engagement by providing immersive and highly personalised experiences.
- Interactive Content:
Implementing AR for virtual try-ons or product visualisations allows consumers to interact with products in a virtual space, enhancing decision-making. Some good examples include:
- IKEA Place App: IKEA’s AR app lets users visualize how furniture will look in their homes before purchasing. This immersive experience increases engagement and reduces purchase hesitation.
- Pokémon GO: This game became a global phenomenon by allowing players to catch virtual Pokémon in real-world locations. It drove massive user engagement, with over 1 billion downloads and millions of active users.
- Medical Training: AR is used in medical schools to provide students with 3D visualizations of anatomy, improving understanding and retention.
- User Engagement:Enhanced AR experiences create memorable interactions, differentiating brands in a crowded and highly competitive noisy markets. Some good examples include:
- Pepsi Max AR Bus Shelter: Pepsi created an AR experience in a London bus shelter that made it appear as if aliens, tigers, and UFOs were invading the street. This campaign went viral, significantly boosting brand engagement.
- Snapchat AR Lenses: Snapchat’s AR filters and lenses allow users to transform their faces or surroundings in real-time, making social interactions more fun and engaging.
- NBA AR App: The NBA’s AR app allows fans to view player stats and replays in real-time during games, creating a more immersive viewing experience.
In summary, Social media marketing in 2025 will be shaped by key trends like the integration of AI for content creation and analytics, and the dominance of short-form video on platforms like TikTok and Instagram Reels. Authenticity and personalisation are paramount, with brands leveraging employee advocacy and human-centric content to foster genuine connections. Social commerce, including in-app purchases and live shopping events, is streamlining the consumer journey, while data privacy and security remain critical for maintaining trust. B2B brands are increasingly partnering with micro-influencers and adopting AR technologies for interactive, immersive experiences. Building engaged niche communities and focusing on quality over quantity in content further ensures brands stand out in a competitive landscape.
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