Good Karma Socials

The countdown to 2025 is here! As we look back on 2024’s social media landscape, one thing that can be agreed on is that its unpredictable nature continues redefining how we connect, share and market our businesses and brands.

So, what’s in store for the big players LinkedIn, Facebook, Instagram, and TikTok in 2025? Keep reading as we explore the trends shaping what we’ll see more of, what we’ll wave goodbye to and how these changes might transform the way we engage online.

AI-driven features

AI-driven features have taken over social media this year, sparking a mix of excitement and scepticism among users. What’s certain is that this trend isn’t slowing down anytime soon. Advanced algorithms are becoming the norm across all platforms, shaping what we see (and don’t see) with eerie precision, sometimes even predicting our preferences before we’re aware of them.

On platforms like LinkedIn, AI tools now help fine-tune job postings or suggest connections based on your activity, making networking faster and smarter. Meanwhile, Instagram creators are embracing AI-driven video editing and text-to-image tools to streamline their content production. I’ve personally experimented with AI-assisted captioning on Instagram, which has been a game-changer for saving time without losing engagement.

According to the King Street Chronicle, experts believe the global AI in Social Media market will earn around £17,530 million by 2033. While these innovations are undeniably exciting, they also raise important questions: how much are we surrendering to algorithms, and what happens to authenticity in the process? As AI continues to blur the line between convenience and control, one thing is clear: ignoring it isn’t an option. Whether you love it or hate it, staying off the AI train could mean falling behind in an increasingly competitive digital landscape.

Authenticity is key

Authenticity has become a buzzword in the social media world over the last year, but platforms like TikTok and the preferences of Gen Z are pushing it to the forefront in a whole new way. TikTok thrives on less polished, “unfiltered” content that feels raw and relatable, breaking away from the era of curated perfection that dominated Instagram in the past.

This push toward real moments over staged ones is reshaping how creators and brands engage their audiences. On LinkedIn, this trend translates into employee advocacy with more companies encouraging employees to share behind-the-scenes glimpses of workplace culture or personal success stories, creating a sense of trust and relatability that overly corporate posts can’t replicate.

Meanwhile, on Facebook, the focus is shifting to community-driven content, with groups and niche interests becoming the heart of engagement. People want to connect over shared passions and experiences, making authenticity not just a nice-to-have but a must-have across all platforms for brands wanting to boost their reach and engagement rates.

Quality over Quantity

The shift towards “quality over quantity” is redefining how we approach social media. Instead of churning out endless posts, users and brands alike are focusing on creating content that feels more thoughtful and less ‘posting for the sake of it’.

On TikTok, this means fewer dance trends dominating the platform and a rise in broader, more meaningful content categories. Users are moving away from an over-reliance on viral trends, opting for engagement that feels authentic and intentional.

Similarly, Instagram users are posting fewer traditional grid posts but are keeping their audiences entertained through Stories, real-time live videos, and unedited reel footage that showcases real, relatable moments. Alongside this, there’s a growing emphasis on educational and career-focused content, with creators increasingly sharing skill development tips, tutorials, and learning opportunities. This change highlights a shift in priorities as audiences gravitate toward content that not only entertains but also provides value and encourages users own personal growth.

Good Karma Socials is a social media and content creation company based in Bath. We work with Community Interest Companies, (C.I.Cs), B-Corps, and businesses that prioritise making the world a better place. Interested in working together? Get in touch with our team today.