2025 is shaping up to be a defining year for brands on social media, as the tides of culture and technology collide in an era of transformation.
The keyword? Pivot.
And this pivot isn’t subtle—it’s seismic.
Astrologically, we’re stepping into the Age of Aquarius, a period that signals a collective awakening. This era isn’t just a celestial concept; it’s a cultural blueprint for rejecting outdated, top-down systems and embracing a new paradigm built on individuality, collaboration, and innovation. For social media, this means the end of the old, highly curated, brand-first approach and the rise of something far more dynamic.
In this age, people prioritize truth over perfection, connection over control, and freedom over conformity. Gone are the days of polished facades and perfectly produced campaigns. In 2025, audiences crave genuine content, and brands must pivot away from rigid hierarchies and outdated practices to embrace unfiltered creativity, real-time dialogue, and human connection.
The social pivot of 2025 isn’t just a reaction to trends—it’s a mirror to our evolving society. We’re breaking down structures that no longer serve us, and brands that fail to pivot will risk being left behind.
Read my 10 bold social media predictions for 2025:
1. Algorithm-Free Zones
As social users grow increasingly fatigued by algorithmic manipulation and the lack of control over what they see, expect the tide to turn in favor of transparency, genuine connections, and content that’s curated by the user, not the algorithm.
These platforms—or existing ones offering algorithm-free options—will prioritize user choice, customization features, featuring chronological feeds and manual curation. In an era where authenticity is paramount, brands that respect this shift and allow their audiences to feel in control will build stronger, more trustworthy relationships.
The key to success will be fostering an environment where users feel empowered — not controlled.
2. The Social Index
In 2025, the lines between social media and search engines will continue to blur, and Social SEO will become a key strategy for brands aiming to capture attention. This year I spoke about this topic at the UK B2B Marketing Expo I told the 5K+ of marketers in attendance that they need to recognize search no longer starts on Google it starts on social. I referenced one of Google's VPs who revealed that over 40% of consumers are now using social platforms for search, moving away from traditional search engines.
TikTok, in particular, has risen to the top as a search engine for Gen Z, with a staggering 74% of this demographic turning to TikTok’s search feature. But it’s not just Gen Z driving this shift — 49% of millennials, 29% of Gen X, and even 14% of Baby Boomers are using TikTok to search for products, services, and information.
It's a revolution in how consumers search for and discover content.
Social platforms are no longer just places for social engagement; they’ve evolved into powerful discovery engines that are influencing everything from purchasing decisions to brand loyalty. If your brand isn’t optimizing for search on platforms like TikTok, Instagram, and LinkedIn, you're leaving valuable traffic on the table.
Mark my words if you’re not integrating Social SEO into your strategy, your brand will see a dramatic drop in website traffic in 2025.
3. Escapism Content
As the world feels increasingly chaotic, social media has the means to become the ultimate escape hatch. Escapism Content taps into the psychological need for relief and imagination—a break from the pressures of reality. This trend isn’t about polished perfection but creating a mental getaway for the audience. Whether it’s soothing ASMR clips, whimsical storytelling, immersive virtual experiences, or nostalgic throwbacks, brands are crafting content that transports viewers, offering a brief moment of peace or wonder.
Psychologically, escapism serves as a counterbalance to stress, providing temporary relief and mental respite in a world that feels overwhelming. For brands, the key is to create emotional connections, offering not just entertainment but an experience that resonates deeply with their audience’s need for comfort and joy.
In 2025, brands will increasingly leverage Escapism Content to build emotional ties, offering a safe space where audiences can unwind, connect, and escape from reality—if only for a moment.
4. Ownable Originals
The days of “one-and-done” social media campaigns are over. The future belongs to brands that create ownable, binge-worthy content—transforming their social feeds into mini-media empires with ownable characters. This approach doesn’t just boost engagement; it establishes long-term brand affinity and positions brands as go-to resources in their space.
Social platforms are already shifting toward video-first algorithms, but they’re also pushing creators (and brands) to think in “series” rather than one-off content. By creating consistent, ownable content, brands move from being part of the conversation to leading it.
Content ownership = community ownership.
5. Rise of EGC
We're already seeing a shift away from Influencer UGC to Employee content EGC. Not only is it cheaper but it feels more genuine to the audience. This is one I predicted in 2024 with the rise of Founder brands, but now predicting it's more than just the CEO/Founder.
Unlike influencer marketing, which often feels transactional or staged, EGC taps into something much more genuine: the voices of the people who live and breathe the brand every day—your employees.
Your employees and their personal brands are your secret weapon. In 2025, they’ll be front and centre, sharing work moments, lessons, and stories on their own accounts—turning the line between “employee” and “influencer” into a blur.
For brands, the key to success will lie in embracing formal EGC strategies. This means providing employees with the tools, training, and incentives to create and share content that aligns with the company’s values and goals.
6. Creator-Led Livestreams
Early this year I attended TikTok's 2024 Partner Summit in the UK and learnt all about the live-streaming market.
While live streaming is a major phenomenon in Asia, it hasn’t fully caught on in the UK, US, or Canada—yet. I predict this will change in 2025.
The future of live-streaming and live shopping is rooted in engagement-first experiences that are personalized and frictionless. Viewers will no longer passively consume content; they’ll interact with creators and brands in real time, making the experience dynamic and immersive. This will blur the line between entertainment and shopping, turning every livestream into a unique, must-attend event.
Brands that succeed in this space will be those that transform livestreams into interactive spectacles where commerce meets entertainment. Expect seamless integrations of shopping features, real-time product showcases, and personalized content that directly engages audiences—building a community while driving sales.
7. Social Media Campfires &
Private, intimate groups will replace broad public feeds. Discords, Slack channels, WhatsApp Chats and private TikTok accounts will dominate, creating high-value, engaged spaces where members feel like insiders. A great example of this already is Chris Olsen's "Not Chris Olsen" private TikTok where he announces all his big updates first and gets audience feedback on that exclusive account.
8. Serious Social
If you're on TikTok you're already seeing the rise of what I call "serious social".
The pendulum swing from the vapid "GRWM" girlies has found its match in seasoned professionals owning the social stage. Accountants, lawyers,
These intellectuals are ditching the stiff corporate persona, blending expertise with personal stories, and forging deeper, more meaningful connections. It’s a shift from superficiality to substance, where thought leadership thrives through genuine, relatable content—a new breed of social media engagement where authenticity reigns.
I expect to see a rise in intellectual influencers and serious social in 2025. LinkedIn’s transformation into a casual, humanized platform will accelerate. Especially with the launch of their Video feed (I've been in the Video Beta for a few months now). Brands that support influencers with substance over style will see huge dividends.
9. Voice-First Social
The next big shift in social media could very well be voice-first platforms. While Clubhouse didn’t fully catch on in 2020, the rise of voice content now feels timely. The next phase of social media could blend TikTok’s bite-sized engagement with the depth of podcasting, creating platforms where users share thoughts and stories through short audio clips.
With devices like AirPods becoming hubs for social interaction, voice content will explode in popularity. Users can easily engage with content while on the go, creating a more intimate, authentic way to connect. This shift moves us beyond the visual overload / and overstimulation of current platforms to a space where sound fosters deeper, more personal connections.
For brands, the rise of voice-first social platforms will offer a new way to build engagement and community, requiring them to adapt and create content that resonates audibly with their audience.
10. The Anti-brand
In 2025, we’re revisiting a prediction we’ve championed before—and it’s more relevant than ever: High Quality Content ≠ High Quality Production.
This shift started back in 2021, when perfectly curated Instagram feeds were declared DOA, and the anti-aesthetic movement gained traction among creators and influencers. Over the years, it’s become clear: audiences crave real over polished, raw over rehearsed, and human over corporate.
Fast forward to today, and brands are finally catching on. The rise of lo-fi content—FaceTime videos, walking-and-talking street clips, Notes app screenshots, and unfiltered CEO selfies—has completely redefined what “quality” looks like.
This isn’t just a passing trend; it’s the standard.
Why? because the public mindset around status, perfection, and branding has taken a sharp turn. People are rejecting traditional, buttoned-up brand personas in favor of those that feel approachable, imperfect, and—most importantly—human. Audiences are done with the establishment. They’re tired of the overly polished, the hyper-controlled, and the perfectly staged.
In 2025, we predict the anti-brand movement will dominate. Social will become even more unscripted, untemplated, and unfiltered. The brands that thrive won’t be afraid to show the cracks, embrace the mess, and tell stories that resonate with audiences on an emotional level.
It’s time to trade glossy perfection for gritty relatability. The messy magic is where the real connection happens.
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