The Annual Hootsuite Trends Report is Here: Practical Takeaways for 2025
- Dani Vladović
- Dec 3, 2024
- 4 min read
Hootsuite’s Social Media Trends 2025 report reveals the most impactful trends shaping how brands and individuals interact online. This annual report is packed with valuable insights for businesses looking to thrive on social media.
We’ve read through the entire report and distilled the most practical, actionable trends for 2025 that will help your brand stay ahead of the curve. Here’s what you need to know:
1. Outbound Engagement: Conversations Matter
What’s Happening:
Brands are taking a more proactive approach by engaging directly in the comment sections of creators, customers, and other businesses. It’s no longer about just posting—it’s about actively joining conversations.
Why It Matters:
Commenting on relevant posts is a low-cost, high-impact way to boost visibility, foster community, and connect with new audiences.
Example to Learn From:
Look at Duolingo or RyanAir, whose witty and relatable comments have turned them into viral sensations and built stronger brand identities.
Blurring Creative Boundaries
What’s Happening:
Overly polished campaigns are giving way to content that feels real and authentic. Lo-fi videos, memes, and UGC (user-generated content) are out-preforming the high-end professional (and expensive) marketing campaigns.
Why It Matters:
Audiences crave authenticity. Creative experimentation makes brands feel more human and relatable, which drives higher engagement.
Example to Learn From:
Brands like Zara are experimenting with raw imagery to create campaigns that feel different and unfiltered. Take for example their Spring/Summer campaign where the models are posing in their own homes and taking selfies in mirrors.
AI as a creative sidekick
What’s Happening:
AI tools are revolutionizing how brands create content. From generating dynamic visuals to writing captions, tools like Midjourney and ChatGPT are making content creation faster and more affordable.
Why It Matters:
With tighter budgets and growing demands, AI offers a scalable way to keep up without compromising quality. Plus, Instagram is introducing AI transparency labels to encourage responsible use.
Example to Learn From:
Brands are using AI to produce quick-turnaround assets, such as product mockups, carousel designs, and video scripts, keeping them agile in a fast-paced world. You will even see revolutionary concepts like the German Tourist Board's "First AI Influencer" making waves.
Micro-virality and trend jacking
What’s Happening:
Rather than chasing mass virality, brands are tapping into smaller, niche trends that resonate deeply with their audiences. This approach prioritizes meaningful engagement over broad reach. While trend jacking used to be for the purpose of going viral, it's now intended to connect with a close community of like-minded followers.
Why It Matters:
By staying active on platforms and leveraging social listening, brands can align with relevant trends that connect with their unique audiences. This strategy builds trust and credibility.
Example to Learn From:
A vegan cafe sharing a trending plant-based recipe video or a fashion brand tying into a micro-trend like "coastal grandmother chic" creates high relevance for niche communities.
Focus on ROI
What’s Happening:
Marketing budgets are shifting towards platforms like TikTok and LinkedIn, where audiences are more engaged, and ROI is higher. According to Hootsuite, 75% of brands report better ROI from TikTok ads than from traditional platforms.
Why It Matters:
Investing in the right platforms ensures your budget goes further and reaches the most active audiences.
Example to Learn From:
TikTok’s ad tools allow for targeting based on behaviour and trends, while LinkedIn offers in-depth analytics and access to professional networks, making them favourites for performance marketing.
LinkedIn is not just for recruitment anymore
What’s Happening:
LinkedIn is evolving into a space for storytelling, creative campaigns, and insights—not just for B2B, but for customer engagement too.
Why It Matters:
Users are spending more time scrolling for thought leadership and behind-the-scenes content, creating opportunities for brands to build authority and trust.
Example to Learn From:
Share milestones, lessons learned, or engaging content about your team to connect with audiences. Brands using LinkedIn as a storytelling tool are seeing strong engagement.
Community over follower count
What’s Happening:
Brands are focusing on community-building instead of chasing large follower numbers. Smaller, engaged communities yield stronger loyalty and conversions.
Why It Matters:
Nurturing a niche audience through newsletters, private Facebook groups, or independent platforms creates deeper relationships and brand advocates.
Example to Learn From:
A travel brand might create a private Facebook group for adventurers, while a beauty company could use Substack to share expert tips with loyal customers. One of the first to leverage this new wave of community building back in 2020 was Pelaton and their membership community.
Dive Deeper and Stay Ahead
Social media is changing fast, and these trends highlight the importance of adaptability and innovation. Whether you’re experimenting with AI tools, fostering niche communities, or shifting your ad budgets, now is the time to rethink your strategy for 2025.
If you want to explore all the insights, download the full report from Hootsuite.
Ready to get started on your own growth in 2025? Contact Solis Social, and let’s create a strategy that keeps you ahead of the curve.
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