Social media is fast-paced and is constantly evolving. With new platforms, updates, and changes coming out every day, it’s important to stay ahead of the curve and know which social media trends to look out for.
In this guide, we’ll go over 11 of the latest social media trends that you should be aware of, and that you can begin to incorporate into your social media strategy.
1. The rise of TikTok
TikTok has been on the rise for the past few years, but now it’s safe to say the platform has officially taken over the social media world.
The app has seen explosive growth, and it’s showing no signs of slowing down. In fact, it’s the most downloaded app worldwide, with 1.5 billion downloads and counting.
Not to mention, TikTok has even surpassed YouTube in average watch time.
TikTok is quickly becoming a must-have platform for businesses and brands. If you haven’t already, now is the time to start building your presence on TikTok. Even if you are in the project discovery phase, consider using TikTok as one of your marketing channels before the launch.According to SocialBu, knowing the best time to post on TikTok can help you maximize engagement with your audience.
2. Instagram’s removal of likes
In November 2019, Instagram began hiding the number of likes on posts in seven countries. That test has since expanded to other countries, and the company has also started hiding likes on some Facebook posts.
The test has yet to reach the U.S., but it’s a good idea to start thinking about how your social media strategy would change if likes were no longer a publicly available metric.
In the meantime, you can start to think about other metrics and KPIs to measure your success with Instagram stories and regular posts, and also on other social media platforms.
3. Social media as a shopping platform
As social media platforms continue to evolve, so too do their capabilities. The ability to shop directly from Instagram, for example, is a feature that has been introduced in recent years. This shift has given rise to social media commerce, where platforms like Instagram, Facebook, and TikTok are not just marketing channels but fully integrated shopping destinations.
And it’s proven to be popular. In a recent study, 81% of respondents reported using Instagram to research products and services. And 130 million Instagram users tap on shopping posts to learn more about products every month.
As social media platforms continue to add more features and capabilities, it’s important to keep an eye on how your customers are using them. After all, if your customers are spending time on social media, it makes sense for your business to be there, too.
4. The growth of social media stories
In the last few years, we’ve seen a significant increase in the number of people sharing and viewing social media stories.
In fact, according to a study by Hootsuite, 64% of marketers are either already using stories or plan to use them in 2022.
There are a few reasons why stories have become so popular. For starters, they’re a great way to share content that doesn’t need to last forever. They’re also a great way to share content in a more authentic, less polished way.
But the biggest reason stories have taken off is because they’re designed to be mobile-first. And as more and more people use their phones to access social media, it only makes sense that stories would become the go-to format for sharing and consuming content.
5. The power of social media influencers
Influencer marketing is a powerful way to reach new audiences and build trust with potential customers. In fact, 92% of consumers trust recommendations from individuals—even if they don’t know them—over brands.
But, it’s not just about finding the right influencers to work with. Brands need to make sure they’re building long-term relationships with influencers and creating authentic content that resonates with their audience.
This means working with influencers who are already excited about your brand and its products or services. It also means giving them creative freedom to develop content that feels true to their brand and voice.
The most successful influencer partnerships will be those that feel like a natural fit for both parties.
6. The importance of video content
It’s no secret that video content is on the rise. But, just how much video content is being consumed on social media platforms these days?
According to a recent study, 1 in 3 consumers use social media to discover new brands, products, and services. And, 84% of consumers say that they’ve been convinced to buy a product or service after watching a brand’s video. That’s why video marketing is now one of the most effective e-commerce growth strategies, helping brands engage audiences, showcase products in action, and drive direct sales.
So, it’s safe to say that video content is an incredibly powerful tool for brands to connect with their audience.
But, not all video content is created equal. In 2025, you can expect to see brands getting more creative with their video content. This means experimenting with new formats, like short-form video, live video, or even repurposing videos into other formats like blogs.
You can also expect to see brands getting more personal with their video content. From behind-the-scenes looks to Q&A sessions to interactive video meetings, brands are finding new ways to connect with their audience through video.
7. Social media as a customer service platform
The days of calling a 1-800 number and being put on hold for an hour (or more) are long gone. Now, customers expect to be able to contact businesses through social media.
In fact, 63% of consumers expect companies to offer customer service through their social media channels. That number is even higher for younger consumers, with 74% of millennials and 71% of Gen Zers preferring to contact businesses through social media.
Not only do consumers expect businesses to have a social media presence, but they also expect that presence to be active and responsive. In fact, 48% of consumers say that responsiveness is the most important aspect of a brand’s social media presence.
If you’re not already using social media as a customer service platform, now is the time to start. Make sure you’re monitoring your social media channels for customer inquiries and responding promptly.
8. The decline of organic reach
Organic reach is the number of people who see your organic content without paid distribution. It includes people who are shown your posts in their own feed or because their friends have engaged with it.
Over the years, organic reach has declined on social media. In 2012, the average reach of a post on Facebook was 16%. This means that if you had 100 followers, 16 of them would see your post. Today, the average reach of a post is less than 6%.
The good news is, you can increase your reach by using paid advertising. This is a great way to get your content in front of people who wouldn’t see it organically.
9. The rise of ephemeral content
Ephemeral content — content that is only available for a set amount of time before it disappears — has been growing in popularity over the past few years.
Ephemeral content is most often used for Stories, and is a way to encourage people to check your profile regularly and keep them up to date with your brand. It’s also a great way to post content that doesn’t need to be as high-quality or curated as the rest of your feed.
This trend is a great way to show a more human side of your brand, and it’s also a great way to share content that’s more casual, fun, and doesn’t need to be as high-quality as the rest of your feed.
This type of content is also great for video, and is a way to encourage people to watch your videos quickly before they disappear.
10. The increase of privacy and data protection
Data and privacy protection have been hot topics in recent years, and the conversation is only going to grow.
This year, we saw the rise of privacy-focused social media platforms, like Clubhouse and the audio-only app, Locker Room.
We also saw a significant increase in the use of direct messaging, with more and more users choosing to connect with their favorite brands and influencers in a more private, one-on-one way.
In 2022, we’ll see a rise in the number of social media platforms that prioritize privacy and data protection, as well as an increase in the number of features that allow users to control who sees their content and who they connect with.
11. Social media as a news source
Social media has always been a place where people can share and discover news. However, as the platforms have grown, so too has their role as a primary source of news for many people.
In 2020, more than half of adults in the U.S. reported that they get their news from social media. This is a significant increase from just a few years ago, and it has led to some important conversations about the role of social media in society.
As social media continues to evolve, it will be interesting to see how its role as a news source develops. This is a trend that is likely to have a big impact on how people use social media in the coming years, and it’s one that businesses should be aware of.
Conclusion
TikTok has been a big hit among Gen Z, but that doesn’t mean every brand should rush to join the platform. It’s important to be on the platforms that your audience is on. To figure out which platforms you should be on, you can check out the demographics of each platform and research how your audience is currently using social media.
Once you’re on the right platforms, you can use these trends to help you improve your social media strategy and better connect with your audience.
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