Think less corporate messaging, more reality TV vibes. Brands are taking cues from unscripted television, creating ongoing storylines with real characters and authentic moments that keep followers hooked. This approach turns everyday brand moments into must-watch content, complete with story arcs, character development, and the kind of dramatic tension that brings audiences back for more.
Just look at Dr. Miami's wildly popular social content, with recurring characters like his social media manager Alex and his son Mini Miami stealing the show. Or, consider Duo — the big green mascot for Duolingo who repeatedly goes viral for his chaotic antics on TikTok (or Legal Steve, who has to deal with Duo's antics).
2025 social media trends - trend 4 - brand social goes unscripted
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Quick take: Consider how you can bring more narrative storytelling into your content strategy. This could mean highlighting team personalities, sharing customer journeys, or creating episodic content around your brand's mission.
The exhausting chase for viral moments is giving way to something m iranian whatsapp ore sustainable. Smart brands are zooming out to tap into broader cultural movements instead of relying on fleeting formats that may quickly lose relevance. By focusing on cultural context, brands can produce content with staying power while avoiding the pitfalls of constantly chasing trends.
Take Nutter Butter, for instance — the brand has created its own distinct voice by leaning into Gen Z's cursed humor, brain rot aesthetic, embracing deliberately unsettling and surreal memes that subvert what you'd expect from a cookie brand. By committing to this weird authenticity, they've built a loyal following that engages with their content whether it's trending or not.
2025 social media trends - trend 5 - Trends break out of the viral format
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Quick take: Don’t waste your energy chasing every viral moment. Instead, identify broader cultural movements that align with your brand and create unique content that can stand out and evolve with these longer-lasting trends.
Social media career trends
While social roles are becoming more focused and specialized, we're also seeing companies tap into their employees' expertise in new ways. These shifts are transforming how social teams are structured and how brands approach content creation. Here's what's changing in social media careers.
6. Social pros niche down
The days of the do-it-all social media manager are numbered. In 2025, we expect social roles to get more specialized as companies realize that expecting one person to be a TikTok guru, video editor, graphic designer, community manager, AND paid ads expert isn't just unrealistic — it's a strategy that spreads your social presence too thin to make meaningful impact.
