With every new year comes a multitude of predictions on what social trends lie ahead. And, while 2024 taught us to expect the unexpected, it is hard not to get caught up in what the future holds for these apps we spend so much of our lives on. So, this year, we’re throwing our hat into the ring to share what we envision will happen on socials over the next 12 months, and more importantly – what this means for you.
Give it a read and come back to us in December 2025 to see what happened.
Instagram gives a thumbs up to SEO
Instagram recently announced its plans to remove users’ ability to follow hashtags on the app. The change, brought about to prevent spam users from taking advantage of viral hashtags on irrelevant posts, will see a greater focus placed on SEO keywords and engaging, informative content.
With this in mind, influencers and brands should instead put their attention into producing valuable copy that meets their audience’s needs and interests.
Much like Google before it, Instagram is prioritising the interests of the everyday user by focusing on authentic, engaging content. Does this mark the end of spam content that piggybacks of viral ‘trends’? We certainly hope so.
X vs Bluesky. The Battle continues
The decline of X/ Twitter is well-documented by now. However, for the uninitiated, Trump’s re-election catalysed a widespread exodus from the platform, which was already seeing dwindling numbers since Elon Musk’s takeover in 2022.
Bluesky, a decentralised platform set up by the former head of Twitter, Jack Dorsey, has received a good portion of these dissenters, with The Guardian reporting Bluesky to have gained 2.5 million of the 2.7 million followers lost by X in the US.
Used by figures including MP Jess Phillips, Stephen Fry and Carol Vorderman, Bluesky appears to be shaping up as the social media platform for those who seeking a more regulated, and arguably more left-leaning social space.
So, will 2025 be the end of X? It’s looking unlikely, with some 611 million users still logging onto the platform each month, among them US President-elect, Donald Trump. What is more likely is the continued amplification of right-leaning influencers and Republicans, creating an echo chamber that further contributes to social polarization.
TikTok Shop till you drop
Gen-Z’s favourite social channel, TikTok, has seen huge success with its TikTok Shop over the last 12 months – with 264,480 stores selling on TikTok Shops worldwide.
The popularity of in-app shopping shows no sign of slowing, with its simple user-face and clickable purchase options proving a success among its key audience. Equally, the use of AI successfully matches products to user search trends and online behaviours.
With AI-powered workflows and collaborative product bundles set to launch in 2025, TikTok Shop is shaping up to be one of the leading digital commerce spaces for brands. We can expect to see more retailers and businesses engage with TikTok Shop over the next year, be it directly or through influencer partnerships.
LinkedIn goes viral
With the introduction of short-form video content and ‘story’ style posts, LinkedIn is vying for a place among the top social media sites.
Once regarded as a relatively dull professional networking site, LinkedIn now engages over 1 billion global users with its interactive content, personal posts, and dynamic profile features. Log on today and you will see posts covering a wide range of topics, from motherhood, cultural moments, or hard-hitting campaigns.
A valuable job searching tool, the platform is popular among new graduates seeking out employment. The use of video content will certainly appeal to them – a demographic that was raised in the era of Snapchat, TikTok, and Instagram. This pivot, among other changes taking place at LinkedIn, paves the way for more personal conversations that are not strictly professional or business-related. The future looks bright for LinkedIn.
Global social media restrictions
With Australia set to ban social media for those under the age of 16, and John Swinney announcing a similar vision for Scotland, the questions around the harms of social media – and how these can be managed – are being pulled into sharp attention.
For apps such as TikTok and Snapchat, which are popular among younger audiences, these announcements should be ringing alarm bells. The loss of a significant portion of their users, and subsequent loss of advertisers, could spell dire consequences for such platforms.
Hopefully, this is the final impetus social channels need to protect children from harmful online content. If not, it is likely more countries will follow in Australia’s footsteps.
Whether these predictions come to fruition – or otherwise – the social media landscape in 2025 will undoubtedly bring plenty to discuss and debate. We are interested to see what the future holds!
Looking to reboot your social media strategy for 2025? Get in touch with Edinburgh Marketing Agency, Represent, here.