In 2024, we witnessed several changes in the realm of social media, from platform updates to the growth of new platforms like Bluesky. The looming U.S. TikTok ban also grabbed headlines, scheduled to take effect on January 19 unless halted or reversed.
Not only did the platforms undergo transformations, but creators also had their fair share of moments in the social media spotlight. Some creators ventured into entrepreneurship, while others explored new platforms, and some achieved milestones like Mr. Beast surpassing the population of the U.S. in YouTube subscribers.
Looking ahead to 2025, it is evident that social media will undergo further alterations. We reached out to 11 experts to gain insights into the upcoming trends, and identified seven common themes in their responses.
1. Creators and Brands Embrace World-Building:
The prediction for 2025 suggests that creators and brands will move beyond conventional strategies to create immersive and interconnected ecosystems, akin to a “cinematic universe” for content. This shift will involve elements like Easter eggs, origin stories, spin-offs, and merchandise inspired by popular franchises such as Star Wars and Marvel. Notable examples include The Washington Post building its own “cinematic universe” on TikTok and YouTube introducing “Seasons and Episodes” feature for deeper storytelling.
2. Emphasis on Smaller Communities:
In the upcoming year, creators and their audiences are expected to prioritize small, exclusive spaces for interaction. This trend will see creators fostering authentic relationships in private, lo-fi settings, away from the public eye. Platforms like Instagram Broadcast Channels and Substack’s chat channels will cater to this shift toward intimate engagements.
3. The Rise of AI in Content Creation:
AI technologies will continue to play a significant role in content creation on social media platforms. While platforms like Meta are investing heavily in AI tools, challenges related to transparency and user control may arise. The integration of native AI tools within platforms is expected to empower social media managers and creators while streamlining workflows.
4. Short-Form Video Dominance:
Short-form video content will maintain its dominance across various platforms in 2025. LinkedIn is poised to emerge as a hub for B2B short-form video, with 24% of its audience comprising Gen Z. YouTube Shorts will also play a crucial role in short-form video strategies, offering brands and creators a platform to maximize visibility and engagement.
5. LinkedIn’s Influence in the Creator Economy:
LinkedIn is projected to become a major player in the creator economy by redefining its role as a creative hub for individuals and brands. The platform’s focus on video-first content and influencer marketing will attract creators and brands, making it essential for launching influencer campaigns.
6. Platforms as All-Encompassing Ecosystems:
Social media platforms are evolving into comprehensive ecosystems where creators and brands can manage every aspect of their presence without leaving the platform. Meta and LinkedIn are leading this shift with integrated features that streamline workflows and enhance user experience.
7. Evolving Creator Business Models:
In 2025, creators will transition from being solo entrepreneurs to building structured and scalable businesses. They will adopt a “celebrity playbook,” forming teams and companies around their content to professionalize and scale their operations. This evolution will require creators to think like entrepreneurs, innovate their approaches, and expand their influence through various touchpoints.
As social media continues to evolve, these trends and predictions for 2025 highlight the dynamic and ever-changing landscape of digital platforms.Creators and brands should stay informed and adapt to these shifts to remain relevant and successful in the coming year.
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