Social media continues to evolve at a rapid pace. As a result, 2025 has already brought significant changes. Social media platforms are introducing new features which can be hard to catch up with. Your wants and needs are always changing, and your brand must adapt to stay relevant amongst all the changes. Navigating these changes can elevate your brand & engagement when utilized. However, it requires you to stay up to date on what’s trending. We’re here to guide you through this ever-changing landscape. Here’s a little insight, some best practices and trends to check out. Hoping this generates some ideas for your Social Media Posting Calendar in 2025!

The 2025 Social Media Landscape 

All of the Social media platforms are quickly adapting to user demands while they keep an eye on ‘the other guy’. Each platform has it’s own unique focus to suit users, but they also change to meet the needs of changing technologies (like new devices for example).

So if we marketers can follow the trends of each platform’s focus, we can create opportunities for our brands to better connect with their audiences.

• Facebook is strengthening its role in community building and video content through Facebook Watch. 

• Instagram continues to prioritize Reels and carousel posts like last year; This priority has been consistent over a few years to maintain its competitive edge in visual storytelling. 

• TikTok dominates short-form storytelling, driven by trends and creative engagement. (Was the quick shut down alarming? 14 hours with no tik-tok – yikes! lol)

• LinkedIn remains the go-to platform for professional insights and networking, emphasizing thought leadership. LinkedIn’s video content is on the rise too!

• X (formerly Twitter) retains its focus on real-time conversations and trending topics. 

Additionally, the rise of AI-powered features is reshaping how users and brands interact. Moreover, younger audiences, particularly Gen Z, favor authenticity and inclusivity, which is influencing content trends across all platforms. In addition, niche communities and private groups are fostering deeper and more personalized engagement. Therefore, when building your social media strategy, it is important to keep these shifts in mind. Who is your audience, and how will you capture their attention in this evolving landscape? 

Best Practices for Social Media in 2025 

Here’s a breakdown of best practices: 

Authenticity Rules the Day: Authenticity and being yourself is successful in social media strategies. Audiences value genuine, relatable content that reflects a brand’s values. Leverage user-generated content (UGC) to build trust with community connections. So don’t ‘over polish’ your content…just be yourself!

Prioritize Video Content: Video remains the most engaging format across platforms. Tailor your approach to each platform: 

• Facebook: Keep videos under 2 minutes and use captions for silent viewing. Facebook Watch is best for long-form content. 

• Instagram: Focus on vertical videos for Reels that are visually appealing. They will also visually look good on both mobile and computer.  

• TikTok: Emphasize trends and storytelling. Hook viewers in the first 3 seconds! 

• LinkedIn: Share professional, value-driven videos under 90 seconds with subtitles. 

Engagement is Vital: Engagement drives loyalty and visibility. We know keeping your audience engaged is a full-time job in itself, ao set a couple minutes aside every day to respond to comments and DM’s. 

Posting Best Practices Per Platform: To maximize reach and engagement, follow these posting guidelines: 

• Facebook: Post 1 to 2 times daily. Mix videos, curated content, and updates. The best times to post are mid-morning and early afternoon typically. But test various times. You may find that you reach a ‘different’ audience during hours that you might find as ‘odd’. 4am for example 🙂

• Instagram: Post 3 to 5 times weekly, prioritizing Reels and carousel posts. Use Stories when you can add those into the mix.
   
• TikTok: Post 1–3 times daily. Consistency is key, so post during peak audience activity. Yeah – that can seem like a LOT. But practice and consistency can make you more efficient!

• LinkedIn: Post 2–3 times weekly. Focus on thought leadership and industry insights. Make sure you spend some time engaging in conversations too.

Data-Driven Decisions: Analytics are essential for refining strategies. Watch what aspects of your content are doing better than the others. If videos are doing better than some posts utilize them in your strategy more. 

Accessibility: Content should resonate with diverse audiences. Add captions to videos and ensure representation across visuals and messaging. 

Sustainable Marketing Practices: Modern audiences value ethical branding and eco-conscious messaging. Highlight your commitment to sustainability to build trust and loyalty. 

Trends Shaping Social Media in 2025 

Social media trends are transforming the way brands connect with their audiences.  

Key developments include: 

AI-Powered Content Creation and Personalization: AI tools are streamlining content creation and targeting. From automated captions to personalized recommendations, AI enhances efficiency and engagement. However, don’t forget to put yourself in there as well, you’ll need a human touch. AI can streamline your process for sure. Just ensure the content is authentic because people (and algorithms) easily identify AI content.

Social Commerce Integration: Shoppable posts and in-app purchases are becoming popular on platforms like Instagram and TikTok. Create seamless shopping experiences for the user. 

Niche Communities and Private Groups: Smaller, engaged groups are taking center stage. Brands can leverage these communities for meaningful, personalized interactions. 

Influencer Evolution: Influencers are becoming all the rage for their authentic, targeted engagement. They ensure transparency and adhere to FTC guidelines in partnerships. Influencers have boomed in the last 5 years thanks to TikTok and other platforms. 

Augmented Reality and Virtual Reality: AR and VR are revolutionizing engagement. From virtual try-ons to immersive brand experiences, these technologies offer endless possibilities. 

Common Mistakes to Avoid in 2025 

• Overloading audiences with promotional content. 

• Ignoring analytics and performance on posts. 

• Using a one-size-fits-all strategy instead of tailoring content for each platform. 

>> How about a free strategy session with 8 Waves Creative? <<
We’d love to be a sounding board for your ideas and learn about your business. Who knows what ideas we can come up with together!

At 8 Waves Creative, we specialize in crafting strategies that align with the latest social media trends. Our team can help your brand with the creation of engaging content, leveraging analytics, and driving results. 

The social media landscape in 2025 is filled with opportunities for your brand to adapt and grow. By embracing these trends and best practices, your brand can stay ahead of the curve!