Social media trends 2025: what every agency should put on the agenda

Trend 1: Short-form video dominates even more strongly

Reels, TikTok, and YouTube Shorts are no longer "supplementary" — they are the primary format on most platforms. In 2025, 73% of all social media consumption will come from video, the lion's share of which will be short-form. Agencies that don't have a strategy for this will fall behind.

What to do: Build short-form video production capacity in your agency. It doesn't have to be expensive or complicated: a phone, good lighting, and a strong script are enough to get started.

Trend 2: AI-generated content demands human differentiation

Because everyone uses AI for content assistance, feeds are flooded with generic, predictable content. Brands that stand out are those with an authentic, human perspective. Personal stories, real opinions, and behind-the-scenes content are the differentiator.

What to do: Help clients develop their "human layer": the entrepreneur, the team, the culture. AI can build the scaffolding — people fill it with real content.

Trend 3: Social commerce continues to grow

Instagram and TikTok Shop are becoming serious sales channels. For e-commerce clients, a social commerce strategy is no longer a nice-to-have. Agencies that can implement and measure this will win clients from competitors who don't offer it.

Trend 4: Community over broadcast

Algorithms favor content that elicits real reactions over content that is only passively consumed. Brands that build a community — comments, DMs, private groups — perform structurally better. This requires a different approach: less perfect content, more dialogue.

Trend 5: Platform diversification as risk management

X (Twitter), TikTok (in certain markets), and various other platforms are unstable in terms of policy and reach. Brands dependent on one platform run a risk. Actively advise clients to be present on at least two platforms and to build an email list as "owned media".