2024 was a year full of unpredicted moments in the social space. Now, it’s time to buckle down and get ready for what 2025 has to offer.
One thing that we know for sure – this is the golden era of social media where everything is about content. From long-form to short-form content, social media has changed the way people consume information and shop. Taking our findings from 2024, here are 8 social and community formats and concepts we predict will be trending in the new year.
1. Unhinged Content Will Rise
Personalities are outshining professionalism. In 2025, it pays to be creative instead of comfortable. Brands are stepping out of their comfort zones, showcasing their true brand voices to create authentic connections with their audiences. By creating a consistent narrative, brands become recognizable and remembered for what they say and do in a way that resonates with their customers.
In other words, it’s okay to push the boundaries a bit and be unexpected. The element of surprise will catch attention in the best way possible.
2024 Finding: Nutter Butter
The infamous Nutter Butter snack became an internet sensation almost overnight. Thanks to their TikTok account, the brand reached an entirely new audience with their disturbing, weird, and unhinged content. With the creation of characters like Aidan and Nadia, people were starting to enjoy the storyline, even though there’s no plot.
Not only have they gained millions of views using this strategy, but other brands like Dunkin began to take note and mimic a similar content style like them. People love a good story and personality – and unhinged content does just that.
2. Reactive Social Listening
Social listening is not just about solving problems anymore – it’s about playing along with what your customers are saying about you online and offline. Whether it’s in the comments section or in videos people make, brands will be reactive to the conversations people have about them.
Subtle hints or noticeable nods towards customer responses and reactions will continue to take place on brand channels. This is what it means to engage with your audience. Plus, it builds your community and develops trust as people see how much you care about their conversations.
2024 Finding: Chipotle
Remember when Chipotle teamed up with Spirit Halloween to make Chipotle Halloween costumes? Or when Chipotle released cilantro soap? These stunts weren’t necessarily planned in advance – these ideas were created by you, the audience. There were viral memes going around the internet, lashing at how Chipotle was under serving their bowls, so instead of directly addressing a problem, they made light of the situation.
It takes a lot for a brand to accept constant backlash, but Chipotle threw it back at their customers and memefied themselves, creating a fork, napkin, and Chipotle bag costume. As for the cilantro soap, it was an old concept, but with fan demand, they brought it back for real. In 2025, we’re going to see more brands bring on and offline conversations to real life.
3. IRL Events Will Grow
Communities are on the rise more than ever, as well as IRL events. Events like popups, exhibitions, and meetups will continue to spread like wildfire among brands. This is especially key for brands who are online only or exclusive where they can bring their experiences to real life with current and potential customers.
This is also an opportunity for postable moments. The more people show up to an event, the more people will film content and post about it on their socials, making brands visible and growing their community.
2024 Finding: Art Basel in Miami
The popular art exhibition became an influencer hotspot in 2024. Brands like Ulta and Stanley participated in this weekend event, flying influencers to record content and be a part of the moment. Influencers like Alix Earle – who is famous on TikTok – were able to post content from their perspectives like a GRWM, spots to see, and parties to go to.
People want to see more IRL events with their favorite brands. Due to the impact these events had, we’ll be seeing more opportunities to go to them.
4. Community > Influencers
As much as niche influencers are important to social strategies, there’s something we overlook – our customers. Communities are becoming more relevant and important as to reasons why someone commits to purchasing from a brand. Communities hold a certain advantage that niche influencers don’t – FOMO.
Customers are the ones who share those positive experiences about a brand with friends and family, prompting them to go to your brand and shop. Where influencers are already typically included in certain scenes, real customers are the ones experiencing a brand’s uniqueness, making others want to do the same.
2024 Finding: Chili’s Triple Dipper
The appetizer of the year was the Chili’s Triple Dipper. They didn’t become popular again because of their marketing – it was because of their customers. One person decided to film themselves eating the meal, and with a simple post, it soon had a domino effect. Nowadays, content is made by everyone. It doesn’t take an influencer for something to be noticed and popular; things happen at the right moments at the right time.
What stands out from a non-influencer perspective is the FOMO – others want to participate in the trend of posting the Triple Dipper for the cheese pull bit. It’s becoming obvious when influencers are promoting something for a quick buck, despite their efforts to be as genuine as possible. That’s where customers come in to share their unbiased thoughts and opinions, which are often more respected and trusted on social media.
5. Continuous Growth of Social Commerce
Short-form content like TikTok has changed the way we shop. Many brands are using social media platforms like TikTok or Instagram as an outlet to sell their products. Since purchasing habits are now influenced by online content more than ever, posts will become more shoppable. Businesses both big and small can profit from the opportunity to use their online presence and visibility to push purchasing decisions.
Considering we’re in a tight spot regarding whether TikTok will officially be banned or not, we’ll likely begin to see other social media apps mimic a format like TikTok Shop to make their platforms more shoppable. Instagram, Pinterest, and Facebook have already integrated shopping into their platforms, but we predict fixes, revamps, and additions to what’s in place. The easier it is to shop, the more people will swarm to their platforms to do the same as TikTok Shop.
6. Participation in Cultural Moments
We’re going to see more brands tapping into big trends and cultural moments in 2025. The moments of the year like Moo Deng, brat summer, and demure caught the attention of many. What better way for a brand to attract an audience than speaking their lingo? If brands can correctly contribute to online conversations that are already happening in a way that’s fresh, people will enthusiastically engage with it.
2024 Finding: Duolingo
This summer, Duolingo sent their employees in duo costumes to Charli XCX’s Sweat Tour. At first glance, it may seem silly and pointless, but it was a strategic guerilla marketing stunt. The birds were in the front row where everyone could see them, essentially getting others to post about them.
Yes, Duolingo did make a post about their appearance, but other fans did the majority of the marketing for them, making Duolingo some of the first posts to appear on TikTok when searching up “sweat tour” at the time.
It was a smart move because in August, brat summer was a popular trend and cultural moment for many. Duolingo decided to be a part of a conversation that was already happening, but found a way to bring a unique and fun twist to it while bringing it offline.
7. Employee Generated Content (EGC)
Employee generated content is on the rise. We’re seeing more brands showcase office content, boosting office culture and work life scenarios into social media. Customers love to see a behind-the-scenes look of who runs their favorite brands. Not only are employees some of the best ways to represent your brand – because they know everything about the brand – but they boost morale and trust, humanize your brand, and are cost effective.
2024 Finding: ClickUp
The brand ClickUp uses their in-office team members to create engaging work relationship skits with roles like HR and sales to make their content more relatable. Creating skits without a production team shows originality and organic thought. This way, customers of a brand can enjoy the product/service and appreciate the people who are the brains behind it.
8. Outbound Community Engagement
Commenting as a brand creates a story for you. Corporate brands who comment on other pieces of content increase their visibility and add personality to a faceless brand. It makes you wonder why they’re there, but you’ll give their comment a like anyways and maybe reply or stalk their pages. The more a corporate brand comments, the more people can create a narrative for the faceless voice of the brand, giving it character and a reason for people to talk about it.
No matter if the content is a viral video or calls out to a brand like yours, it’s a golden opportunity to comment and get some engagement with potential customers. There’s no harm in commenting. After all, the majority of people who consume content love to read the comments section for the juiciest opinions.
Social & Community Trends for 2025: Final Thoughts
In 2025, we expect to see lots of changes where brands will revisit and tweak their social strategies to meet the needs of their customers. Social media will continue to evolve where new formats and ideas will be brought to light, capturing the attention of consumers. One thing is for certain – nothing is permanent and brands will need to quickly adapt to these changes to appeal to audiences far and wide.
