Changes in frequency, usage habits and trends in content consumption on social networks of consumers will cause many new changes in Social Media trends 2025. In which, many new trends such as Temporary Content, Livestream Shopping, Influencer 2.0, Voice Content,… will make the brand’s Social Media strategy 2025 become much more diverse and effective.
In the 2025 marketing trend, Social Media continues to play an important role in reaching and promoting brands to users. How will the usage habits and the rise of new content formats impact the 2025 Social Media trend?
Short-Videos Continue to Grow Strong: Brands Only Have a 30-Second Chance to Capture Attention
With the popularity of TikTok, Instagram Reels, or Youtube Short in recent times, it shows that the trend of watching short videos of social network users continues to be maintained. On the other hand, the average time spent on social networks by consumers is tending to shrink. Therefore, concise content that helps them grasp information quickly is more popular than ever.
What Brands need to do:
- Focus on making a visual, visual impression first to quickly attract users from the first seconds.
- Keep your message short. Optimum is under 30 seconds, or for longer content, keep it to a maximum of 60 seconds.
- Consider behind-the-scenes content, product demos, testimonials, customer reviews, etc. to enhance the authenticity of your content.
- Being consistent in posting different types of content will help users gradually remember your brand’s habits, and social media platforms’ algorithms will also promote your channel more.
Ephemeral Content: Create a sense of intimacy and unmissability for customers
Ephemeral content (which only exists for a certain period of time on social networks) has shown a clear influence in the past year. Of which, Stories is still the most popular form of content. Content such as Instagram Stories, Facebook Stories or most recently Stories on TikTok only exist for 24 hours but have the ability to strongly attract viewers and help brands get closer to consumers. Also due to the time limitation, Stories affect the Fomo psychology, encouraging users to watch it immediately when they see it. Therefore, this is a very useful post format for content about time-limited promotions, attaching sales links, demoing new products, etc.
What can Brands do?
- Use Stories to highlight time-limited activities: Flash Sale promotions of the day, countdowns to product launches, time announcements for Livestream programs, etc. will be content that should be exploited more in the Stories section.
- Sharing behind-the-scenes moments: Stories are also a suitable content format for brands to share everyday, simple, close and intimate moments with consumers. From there, build a closer relationship with customers.
- Optimize images displayed on Stories: Images displayed on Stories can have some areas covered by buttons on the screen. Therefore, when designing publications on Stories, brands need to pay attention to their display position.
Livestream Shopping & Social Commerce – Shopping combined with entertainment continues to explode
Consumer Shoppertainment will continue to explode with two main trends:
Livestream Shopping
With a series of billion-dollar Livestream sessions in the past year, it is clear to see the development of the Livestream Shopping trend. This type has many advantages such as: entertainment, high interaction, many hot deals, discounts, … thereby easily meeting the trend of hunting for deals and discounts of consumers in the near future.
What can brands do?
- Plan Livestreams of new product launches or seasonal promotions.
- Participating in KOCs’ Livestream sessions helps brands build reputation and boost sales.
- During Livestream, brands need to skillfully demonstrate, highlight product features and interact directly with the audience.
Social Commerce
Social Commerce is a form of combining e-commerce and social networking, allowing users to shop directly while using social networks. With Social Commerce, the entire consumer purchasing process will take place on one platform, without having to redirect users to another external website. Thus, shopping and entertainment activities will be integrated into one through Social Commerce.
On the other hand, a survey from GlobalWebIndex has shown that consumers’ purchasing decisions are heavily influenced by social media: 54% use social media to research products, and 71% of them are likely to buy a product based on a social media recommendation. Therefore, Social Commerce is a seamless solution to meet this consumer need, shortening the journey and optimizing the shopping experience.
Overall, Social Commerce will be a useful solution for brands to promote products, optimize customer experience on social networks and especially increase direct sales.
Influencer 2.0: Micro, Nana KOL, KOC on the throne
The era of the dominance of big influencers is no longer what it used to be. They still have a wide influence on consumers, but no longer have a profound impact on their purchasing behavior. Instead, celebrities with small influence, but high levels of customer interaction, and deeper influence will be the new option that brands should consider.
Compared to large influencers, middle, micro and nano influencers have a closer, more intimate relationship and have a deeper influence on a specific customer base. On the other hand, content from small influencers is making consumers feel more authentic and less promotional than that of large influencers. Therefore, the conversion rate that this group of influencers brings is being evaluated higher.
What can brands do?
- Building long-term partnerships with small Influencers: Building strategies and long-term partnerships will help brands become closer to the Influencer group, while optimizing cooperation costs.
- Focus on micro-influencers with a certain niche: Not all small influencers have a deep influence on consumers. Brands need to choose influencers who have a loyal audience, have distinct characteristics, etc.
- Collaborative content focuses on authenticity: The appeal of micro-influencers comes from authenticity. Therefore, brands need to focus on this element in collaborative content. Limit too much product PR.
Voice Content – Voice is becoming more and more important
The trend of using voice search and creating content with voice has been gradually growing in recent times. One of the most prominent signs of this trend is Threads, where many young people create content with interesting voice chats. These signs open up a new touchpoint that brands can exploit – Voice Content, with advantages such as authenticity and closeness to consumers.
What can brands do?
- Start by optimizing your website, adding voice search functionality.
- Use spoken language in marketing content to create intimacy and closeness with consumers.
AI in 2025 will focus on optimizing social media content performance and performing simple operations. Brands can use AI to analyze data in real-time, thereby making predictions about consumer insights, trends, and what they want to see. From there, AI helps brands reduce hours of research and analysis of viewer trends, while still ensuring more accurate data analysis. Therefore, integrating AI tools capable of analyzing & evaluating data will be an inevitable trend that brands need to pay attention to in the near future.
Another prominent trend of AI in Social Media is automating simple tasks and increasing user engagement. Some of the current AI tools from Hootsuite and Sprout already allow for automated scheduling, tracking trends, and answering customer questions in real-time.
Augmented Reality (AR): Boost Your Customer’s Imagination
In previous years, AR was popular but only considered a side trend. However, in 2025, AR is likely to become a main activity in brands’ social media strategies.
Overall, AR still plays a major role in helping customers experience products online. It helps them visualize what it would be like to buy and use the product without having to try it on in person. This helps to significantly reduce consumers’ hesitation when shopping online.
What can Brands do?:
- Cosmetic and fashion brands: Using filters – Virtual filters allow users to experience cosmetics, choose products that match their skin color, shade, etc.
- Furniture Brand: Using AR to help customers imagine what it would look like to place the product in their living space.
Social media is a channel for entertainment, but sometimes it also makes users feel pressured by many negative and contradictory contents. Therefore, messages about mental health are becoming a new prominent trend for content creators on social media.
These types of content are a very effective way to reach out to consumers, demonstrating brand empathy and bridging the gap with consumers. Especially for Gen Z, there are many diverse topics revolving around Gen Z’s mental health that brands can tap into, offering initiatives to help them overcome mental pressures.
Sustainable and ethical brands are more valued by consumers
Consumer awareness of social issues and sustainable development is becoming increasingly evident. Therefore, brands that promote sustainability and ethics in business are always favored by consumers.
In 2025, brands need to make more efforts in communicating about sustainable development activities. Especially demonstrating transparency and results in each sustainable activity, to build and strengthen consumer trust and loyalty.
What can brands do?
- Share information around sustainability activities: Be open and transparent about your brand’s sustainability process, the behind-the-scenes stories from problem research, sustainable solution initiatives and implementation, etc. The more transparent the process is, the more users will appreciate the value of the sustainability activities you are doing.
- Share more real-life stories in the process of implementing sustainable activities: the circumstances of poor families, the arduous process of finding a supply chain, etc. to help customers clearly see the importance of the sustainable activities you are implementing.
Finally: Build a process for handling and managing media crises
After all the above content creation trends, there is one last factor that brands need to pay attention to: Media crisis. Because every small mistake in words or images can become sensitive content, igniting a crisis. And every brand, big or small, can hardly escape the risks and unpredictable consequences of a crisis.
Above all, the level of consumer response to crisis is increasing, and at the same time, the speed of information dissemination is extremely high, making it easy for a brand crisis to explode in just a few hours. This requires brands to build scenario frameworks to respond to communication crises that can happen at any time. The process needs to clearly show the directions for handling a crisis, the person in charge, the communication channels that need to be prioritized for handling, the basic handling steps, etc.
Conclusion:
In addition to familiar names such as AI, AR or Short Video, we can see the emergence of many new trends such as Ephemeral Content (Stories), Voice Content, Sustainable Development, Mental Health, etc. and especially crisis communication management is also a tool that brands need to pay attention to in the coming year. In general, 2025 will be the year when consumers continue to consume fast content, looking for new, interesting and more convenient experiences, requiring brands to diversify their approach even more.
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