By The internet has turned into a never-ending cycle of ephemeral trends, alerts, and chaos. One in four internet users claim to be overwhelmed by the digital world surrounding them. What once was fun and enriching about social media has left many people feeling drained. However, a new wave of users is rising up, looking to bring back the fun of social interaction.
“Think Forward 2025: The Liveable Web” says that, as reported by We Are Social, people are beginning to push back against the constant push for “more.” Users are stepping back from the endless demands of content, fast-shifting trends, and impossible expectations. They’re instead looking for a more enjoyable online experience-one that values slower engagement and celebrates messiness.
Here are top social media trends that brands can leverage in 2025 to dominate the digital landscape.
1. Getting Comfortable with Chaos Again
After years of keeping things tidy and holding back emotions, 2024 marked a comeback for all things raw, gritty, and indulgent. Following a time when online culture was all about restraint and self-editing, the past year has seen a surge in wildness as younger social media users bond over the chaos, according to the report.
For example, ‘Brat Summer’. This ‘Brat’ is a new, sixth album by British pop sensation Charli XCX and has become the next obsession of social media users. They have grown tired of the polished ‘clean girl’ aesthetic that had overrun TikTok and instead desired authenticity. Brat espouses a different kind of femininity, one built on pleasure and hedonism, and it’s like a declaration of war against trends past.
Calvin Klein caught up with this wave through an advertisement that used actor Jeremy Allen White to reimagine the classic concept that “sex sells” for today’s values. The campaign also reflected on how the female perspective is now more acceptable in this “messiness rebellion,” as observed in the report.
The report also showed that 59% of marketers had been risk-takers last year, such as working with unusual or controversial creators or producing content that was probably going to cause some controversy; 98% reported either a positive or neutral response.
Going forward, brands should get a bit messy and try some raw and unfiltered content ideas that genuinely express emotion to really help them stand out. The same can be achieved when working with influencers who genuinely experience real things. For any brand tapping into the want of people, social norms need to be tapped into and reflected within a brand’s audience’s values.
2. Less is more
As both the virtual and physical worlds are beginning to feel a little overwhelming, the need for brands that make their online experience a little more light and fun—a slight escape from the hustle of daily life—is emerging. Online spaces are now more of a destination for people to relax and have a good time. Over the past year, wholesome icons such as Ayo Edebiri have been well-loved by Gen Z, and sign-ups on “minimum stress” platforms, like Pinterest, have been growing dramatically.
In this digital world, Gen Z is all about celebrating self-care and finding those little joys that make their days brighter; it has led to the formation of supportive communities and the uplifting music.
Marc Jacobs is a great example of a brand that gets the “less is more” vibe. Instead of curating a super polished social media presence, they let creators and micro-influencers share their quirky, small-scale content. The outcome? A fun, spontaneous account that’s loved for its good energy.
Looking ahead to 2025, brands can really leverage such randomness and become the observant internet culture watchtowers to connect with that “chronically online” crowd. Using tools from social listening, culture tracking, and community insight decodes what’s trending. Engaging, bite-sized content ready to be circulated will be created.
Furthermore, there should be space for randomness in the content strategies of brands and embracing weirdness and unexpectedness. They could also focus on community management to feature wholesome and heartwarming content. One of the great ways through which brands can spread positivity online is through partnering with creators who actually create true connections.
3. Intentional consumerism
Social status was always about how much money you could throw around. Well, nowadays, it’s different, and a fresh wave of consumers are actually valuing sustainability over just throwing their big bucks out the window to create a whole new narrative. Brands are taking note, as 66% of marketers increased ethical and sustainability messaging in social media this year compared to last.
Take E.l.f. Cosmetics, for example. They’ve moved from a focus on pushing consumers to buy more to one that focuses on the happiness that their products bring. They’re all about celebrating the joy and rituals that come with using their cosmetics.
Brands can really push this trend by showcasing how their products can add real meaning to consumers’ lives rather than being just disposable items. They should also consider creating content that recognizes financial struggles and demonstrates how their products are still important when budgets are tight.
Brand to be able to talk over lasting joy of having their own products rather than that temporary thrill. One can put stories of much-loved items that survived the age and celebrate the deep bond and long-lasting value with which the brand creates and nurtures.
4. Modern myth-making
We Are Social describes modern mythmaking as a digital space where hot takes and fan theories dominate the scene. This shows that social media users are no longer passive; they’re actively engaging with content like never before.
As a result, content created by fans and influencers is now at the front lines of shaping and responding to pop culture. In turn, this forms a web of hidden gems, with audiences eager to look deeper into their favorite entertainment. Notable examples of this include Taylor Swift and cult film studio A24, who cleverly plant clues throughout their online presence and make fans feel like they’re part of an exclusive narrative.
This report points out that 78% of marketers are reaching out to consumer feedback as a way of directing their creative strategies. For example, skincare brand Cerave drew inspiration from a ten-year-old Reddit thread where people were speculating about whether actor Michael Cera owned the brand. A smart ad campaign featuring him came out of this.
From now on, brands will start to tease announcements rather than flat-out delivering information. The viral moments will turn into experiences that cater to fans.
5. Fandoms growth
The social media sites that were created to connect people are now more interested in keeping them entertained. In a world that feels more divided, people are longing for connection and are advocating for a new online experience that fosters unity, the report says.
This has created a demand for more in-depth relationships that has fuelled online fandoms. According to studies, people are now signing up to these communities in record numbers, largely to feel part of something greater than themselves. Marketers are creating more intimate experiences. Indeed, 61% of global marketers now use access to their content as a way to create a sense of exclusivity, for example, through members-only groups or private social channels.
For the brands, looking forward to 2025 will be a great opportunity to build community and foster belonging that builds long-term loyalty. Brands can also leverage collectible culture by inspiring fans to share their experiences of collecting and connect with each other. In the development of content, themes such as togetherness should be in the forefront.
Outside of social media, the key media trends for 2025 will include AI influence on brand interactions, media value chains, and optimizing micro-moments. A study conducted by Carat, dentsu X, and iProspect has found that the next year will continue to push toward an addressable, shoppable, and accountable media landscape, described as the “Algorithmic Era of Media”.
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