3 Ways Social Media Marketing Has Changed in 2025

Right now, the social media marketing landscape is evolving rapidly. With the algorithms constantly changing, what worked well last year almost certainly won't make the same impact this year.

Staying relevant now means keeping on top of what works and what doesn't, whether that's mastering new formats, embracing authenticity and understanding the psychology behind what makes people want to engage.

From the rise of short videos to the fall of one-size-fits-all content strategies, marketers are rethinking everything. Consumers expect value, creativity and authentic storytelling, and they’re quick to tune out anything that feels recycled.

If you’re still relying on marketing strategies from 2020, it might be time to update yourself on what's working this year. Here are three ways social media marketing has changed this year.

1) Short-form content is more important than ever

In 2025, short-form video is no longer the future of social media, it’s now the backbone of social media engagement. According to Metricool, the number of short videos grew by 71%, while the number of accounts using this format rose by 51%.

As a result, this shift is forcing creators to quickly become storytellers. Whether it’s a product demo, behind-the-scenes glimpse, or a punchy meme, the challenge is to hook viewers within the first three seconds and leave a lasting impression before they swipe away.

If you're looking to grow and really connect with your audience, it might be time to start experimenting by posting short-form video, which I know can feel really intimidating. But here’s the good news: you don’t need a full production team or fancy equipment to get started.

In fact, the most effective short-form videos often feel raw, personal, and spontaneous, like a quick tip filmed on your phone. The key is consistency and authenticity. Start small, test different formats and pay attention to what resonates. Over time, you’ll find your rhythm and build a stronger connection with your audience.

2) People want to see more educational content

A few years ago, it was the norm to see most brands share mainly content focusing on their products or their services. However, a lot has changed since then. People are no longer satisfied with this kind of content, they're craving something more meaningful and relevant to them.

Audiences now expect brands to offer real value, whether that’s through bite-sized tutorials, expert insights or motivational content. This shift has turned educational content into a powerful trust-building tool. When a brand consistently helps its audience solve problems, learn something new or improve their lives, that will naturally earn their loyalty and engagement.

Think of it this way: it's not about selling, it's about serving. The most brands are leaning into this by becoming niche educators. Fitness brands are sharing workout hacks, skincare companies are decoding ingredient lists, and financial influencers are breaking down complex topics like budgeting and investing.

These posts don’t just inform, they empower. And because they’re genuinely useful, they’re more likely to be saved, shared and revisited. In a noisy digital space, value-driven content is what makes a brand feel like a trusted companion rather than just another voice shouting for attention.

3) Posting the same content on multiple platforms no longer works

In 2025, the days of cross-posting the same content across every platform are over. Audiences now expect brands to speak their language on each app.

TikTok thrives on spontaneity and authenticity, so polished videos lacking substance don't cut it. Instagram users still love aesthetics, but they’re leaning into carousels and storytelling captions.

Meanwhile, LinkedIn users want to see thought leadership, industry insights and professional authenticity. Brands that treat each platform differently are the ones capitalising on real engagement.

Instead of sharing the same content everywhere, brands are now repurposing content for each platform that feels organic and relevant. A sustainable fashion brand might tease its recycled denim line with a playful TikTok, showcase the final looks in a sleek Instagram carousel and share impact stats on LinkedIn to highlight its mission.

The brands winning in 2025 are those that understand their audience’s mindset on each platform and meet them there.

Adapting is no longer optional, it’s the difference between visibility or being ignored

Social media marketing in 2025 is no longer about broadcasting, it's about connecting. The rules have changed, and so have the expectations. Audiences want content that feels personal, purposeful, and platform-native.

Whether it’s a 15-second video that makes them laugh, a carousel that teaches them something new or a post that speaks directly to their values, the bar for engagement is higher than ever.

For brands, this means thinking outside of the box and putting your audience at the heart of your marketing strategy. It’s not enough to show up anymore, you have to show up with intention.

By leaning into short-form storytelling, delivering real value and tailoring content to each platform’s unique vibe, brands can build deeper relationships and stay ahead of the curve.