top of page
Search

7 Social Media Changes in 2025 Marketers Need to Know

Staying ahead of social media trends in 2025 is crucial for effective marketing. This year brings new platform features, generational shifts, and fresh content strategies that can make or break your online engagement. Below are seven key updates in the social media landscape – each with a quick summary of the change and actionable tips on how marketers can leverage or adapt to stay competitive.



1. Gen Z Slang and Meme Culture Go Mainstream in Marketing

A viral TikTok trend called “Let Gen Z Write Your Marketing Script” has brands tapping into Gen Z humor and slang to drive massive engagement. Everyone from museums to B&Bs is joining in, having older staff use Gen Z catchphrases like “slay” and “rizz” in videos – and it's working, racking up millions of likes. Wholesome, absurdist content that feels like a meme (think Nutter Butter’s trippy TikToks) is turning once-sleepy brands into pop-culture hits overnight. Younger audiences with short attention spans scroll past conventional ads, but quirky, meme-worthy posts make them stop and watch. Embracing Gen Z’s vernacular and offbeat humor humanizes your brand and makes it part of the cultural conversation.


How marketers can adapt:

  • Empower Gen Z creators: Let your younger team members or interns pitch content ideas. They natively understand the slang and meme formats trending now.

  • Be authentic (and a bit bold): Don’t force slang unnaturally, but do adopt a playful tone if it fits your brand. A lighthearted, self-aware post can resonate with your audience.

  • Ride the trends: Keep an eye on TikTok challenges and slang. If a trend aligns with your brand, jump in quickly – but be genuine and creative to stand out.


2. Short-Form Video Remains King (and Live Content Rises)

Short-form video continues to dominate social feeds in 2025. Platforms like TikTok, Instagram Reels, and YouTube Shorts are non-negotiable for reaching younger consumers. Gen Z, in particular, spends far more time watching snappy videos than reading text, so brands must deliver messages in a matter of seconds. Studies confirm that video is the top preferred content format for Gen Z on social media. This year we’re also seeing a push toward real-time and live content. Even tech giants like Samsung note that Gen Z isn’t just snapping selfies – they’re using video, music, and chat features to share their lives in real time. This means live streams, behind-the-scenes Stories, and timely TikToks can boost your relevance. To grab these short attention spans, focus on quick, visually engaging storytelling that delivers value or entertainment fast.


How marketers can adapt:

  • Prioritize short video production: Reallocate resources to create TikToks, Reels, or Shorts on a regular basis. Aim for punchy, hooky intros in the first 2 seconds to stop the scroll.

  • Leverage live features: Experiment with Instagram Live Q&As, TikTok live streams, or webinars. Real-time interaction can deepen engagement and showcase authenticity.

  • Repurpose creatively: Turn longer content (webinars, articles) into bite-sized video clips. This caters to the “quick snack” content consumption style and widens your reach without reinventing the wheel.


3. New Platforms and Virtual Spaces to Meet Gen Z Where They Are

Marketers are expanding beyond the traditional social networks and into emerging platforms and virtual worlds. A great example is H&R Block’s latest Gen Z initiative: the tax company launched an interactive Roblox gaming experience to educate young adults about taxes in a fun way. By engaging Gen Z gamers on their home turf (Roblox), H&R Block focused on authentic interaction instead of old-school ads. This innovative approach “meets Gen Z where they are” – aligning the brand with youth interests rather than expecting them to pay attention to ads. We’re also seeing new social apps popping up to attract Gen Z users in novel ways. For instance, Claim (a rising social shopping app) lets friends earn and trade rewards together, with brands gaining customers without resorting to spammy ads or data exploitation. These shifts signal that young consumers are gravitating to platforms that feel more interactive, community-driven, or value-add. Marketers must be willing to follow – or risk missing out on key audience segments.


How marketers can adapt:

  • Do your homework on new platforms: Stay informed about trending apps or games (e.g., Roblox, Discord communities, emerging social networks). If your target Gen Z audience is flocking there, establish your presence early.

  • Engage, don’t just advertise: On these new platforms, overt advertising can fall flat. Focus on creating an experience or offering genuine value (fun content, useful tools, or rewards).

  • Collaborate with platform influencers: Partner with popular creators or hosts on those niche platforms. Their endorsement or involvement can lend your brand native credibility in spaces where you’re an outsider.


4. Social Commerce and Exclusive Deals Drive Engagement

Social commerce keeps growing, and one big reason is that young consumers love a good deal. Nearly 70% of Gen Z follow brands on social media mainly to score discounts and offers in real time. Platforms have made it easier than ever to shop within apps, so brands are blending content and commerce – from Instagram Shop drops to TikTok Shop flash sales. Gen Z shoppers are also a driving force behind new social-shopping hybrids. The app Claim, for example, raised $12 million to reinvent how Gen Z discovers brands by rewarding users (cashback and group rewards) for their engagement. This trend indicates that reward-driven marketing is replacing some traditional ad methods. Rather than bombarding young audiences with ads, brands are enticing them with exclusive promo codes, limited-time offers, and loyalty perks delivered via social posts and Stories. The FOMO of a 24-hour flash sale or the interactivity of a social rewards app can prompt immediate action in a way static ads no longer do.


How marketers can adapt:

  • Integrate shopping and deals into content: Use features like Instagram Stories stickers or TikTok links to showcase flash sales, coupon codes, or new product drops.

  • Offer social-exclusive promotions: Reward those who follow and engage with you on social media. Announce followers-only discount codes or contests.

  • Embrace user rewards: Consider partnering with platforms or apps that allow users to earn incentives for promoting or purchasing your products.


Ready to elevate your social media strategy for 2025? The social landscape is evolving fast, and adapting to these changes can be a lot to manage on your own. If you want to stay ahead of the curve, consider partnering with social media marketing professionals who can turn these trends into actionable results for your business. Don’t hesitate to reach out for expert help and make 2025 your brand’s best year on social media yet.


Sources:

 
 
 

Comments

bottom of page