2025

Social Media Trends Report + Expert Panel

Social media is evolving faster than ever. From AI-powered content creation to social commerce and video-first engagement, the way people interact with brands online is changing.

Download HubSpot’s 2025 Social Media Trends Report to uncover the top trends, expert insights, and data-backed strategies that will shape the future of social media marketing.

Global-Social-Media-Trends_1080x1080_Opt2

2025

Social Media Trends Report + Expert Panel

What’s Driving Social Media Success in 2025?

Brands that move fast and adapt to new trends are seeing major payoffs.

Whether it's leveraging AI for content, building strong brand communities, or optimizing for social commerce, marketers are doubling down on strategies that maximize engagement and ROI.

In 2025, the brands that win aren’t just getting likes—they’re getting mental bookmarks. When you become the trusted shortcut that helps a customer navigate the chaos of infinite choice, you build neural pathways straight to your brand.

Amy Marino

Global Head of Brand Marketing

Social as the New Search Engine

The rise of social media as a search engine and what it means for your brand

Social media is now a primary brand discovery tool, with TikTok, YouTube, and Instagram replacing traditional search engines. Consumers rely on social platforms for recommendations, product research, and direct purchases, making social search optimization essential for brands looking to stay visible and competitive in 2025. Creating engaging, searchable content is no longer optional—it’s a key driver of awareness and conversions.

84%

of marketers agree that consumers will search for brands on social media this year
69%

of marketers agree that more shopping will happen directly on social than on brand websites or third-party marketplaces
25%

of consumers have bought products directly from social media in the past three months

Community and connection are going to be more important than ever in 2025. People are craving authenticity and want to feel a part of something — they’ll be looking to develop genuine relationships with brands, creators, influencers, and beyond, both online and IRL.

Samantha Meller

Audience Development Studio

HubSpot Media

AI-Powered Social Media Strategies

How AI is revolutionizing content creation and boosting performance

AI is no longer optional—marketers who embrace it are seeing better results across content creation, engagement, and audience growth. From generating posts and automating workflows to optimizing performance, AI is transforming how brands execute their social media strategies. As platform-native AI tools become more widely available, marketers are integrating AI into their processes to stay ahead of the competition.

AI-Powered Social Media Strategies: Adoption and Impact

Community-Led Growth is the Future

Why community-driven marketing is the key to long-term brand loyalty

Marketers are shifting from vanity metrics to relationship-building, recognizing that engagement and trust drive long-term success. As social media evolves, brands investing in active communities are seeing higher retention, loyalty, and advocacy. With dedicated strategies and community managers, companies are fostering deeper connections that lead to sustainable growth.

93%

of marketers are maintaining or increasing investment in brand communities
85%

of marketers say building an active online community is crucial to social media success
64%

of companies have dedicated community managers to engage and grow their audience

The Rise of Short-Form Video

Why short-form video is dominating across YouTube, TikTok, and Instagram

Short-form video continues to be the most engaging content format, driving high performance across social platforms. Brands investing in video marketing are seeing stronger reach, higher engagement, and more audience growth. As YouTube, TikTok, and Instagram dominate consumer attention, marketers are shifting their strategies to focus on bite-sized, impactful content.

65%

of marketers report year-over-year growth in YouTube adoption
76%

of marketers say authentic, low-production videos outperform highly produced content
29%

of B2C marketers plan to increase investment in YouTube, TikTok, and Instagram video in 2025

Insights From Experts and Thought Leaders

On-Demand Social Trends Webinar

HubSpot sat down with five social media experts to get their take on the top social trends for 2025. See what they had to say in this expert panel.

2025 Social Media Trends Report

Gain insights into the top social trends of the year, gathered from over 1,200 global marketers.