Mid-Year Social Check-In: What’s Still Hot & What’s Fizzling Out in 2025

Can you believe we’re already halfway through 2025? It feels like we just hit “publish” on our 2025 social media trends predictions post and yet here we are, scrolling through summer content calendars and prepping for fall campaigns.

Since social media trends never stand still, now’s the perfect time to revisit our original predictions and give you the lowdown on what’s working, what’s evolving, and what might be ready for a refresh.

As we hit the halfway point of the year, we’re revisiting our original 2025 social media trend predictions. Here are the three social media trends that are still shaping the social landscape in 2025, the ones that have switched from trends to best practices, and the new ones stepping in.

✅ What’s Still Trending in Social

1. AI Integration

Still going strong but with more intention.

AI hasn’t taken over our feeds (thankfully), but it’s still a growing force that has found its place behind the scenes.

Brands are getting smarter about how they use AI, which is less for content creation, more for content support. Tools like Copilot and Perplexity.ai are still incredibly useful for brainstorming, trendspotting, and jumpstarting creative ideas. But we’re seeing a clear desire toward human-first content, especially as consumers continue to call out anything that feels too robotic or soulless.

Mid-year tip: If AI is part of your workflow, great! Just make sure it’s behind the curtain, not front and center. Use it to amplify your team’s voice, not replace it.

2. Utilizing Influencers the Right Way

Influencer marketing is more relevant than ever.

The push for authenticity in influencer marketing is still very real. If anything, the bar has gotten even higher. We’ve seen more brands moving away from mega-influencers in favor of niche creators with deep community ties. Think micro-influencers and nano-influencers who truly live and breathe your space.

And remember that Formula 1 example we mentioned? Yeah… still a lesson brands are learning the hard way.

Mid-year tip: Don’t just vet influencers for numbers, vet them for believability. If your audience doesn’t buy the partnership, it’s not worth it. Here’s how to choose the right influencer for restaurant brand.

3. Authenticity is Key!

No signs of slowing down.

“Authentic content” is no longer a trend, it’s an expectation. Users continue to crave realness, transparency, and personality. We’re seeing more behind-the-scenes content, unscripted videos, and brands owning their quirks in a way that feels human.

What’s new? Brands are now pushing beyond personality alone and weaving authenticity into product stories, customer experiences, and social responsibility. It’s not just how you say things, it’s what you stand for.

For instance, Nike consistently shares raw, unscripted stories of athletes that spotlight perseverance and authenticity, focusing on emotion over product.

Similarly, Australian fashion brand Meshki has built a loyal TikTok following with its “Big Bust Approved” series, offering a behind-the-scenes look at an employee trying on dresses for fuller busts and discussing fit and feedback directly with the design team, marketing, and sales team.

These are the kinds of personal, story-driven moments that attract and resonate deeply with communities.

Mid-year tip: Authenticity isn’t a one-size-fits-all strategy. Stay grounded in your brand’s values and lean into content that feels real to your voice.

💡 What’s No Longer a “Trend” but a Staple in Social Media Marketing:

1. Goodbye (or evolve): Social SEO

While still important, Social SEO has become more of a best practice than a "trend" at this point. It's foundational, just like having strong brand guidelines or maintaining consistent posting. It’s something brands should already be doing, not necessarily a forward-thinking strategy that differentiates them anymore.

2. User-Generated Content (UGC)

Don’t get us wrong, UGC is still important. But like Social SEO, it’s now more of a staple than a trend. It's expected. Everyone knows UGC builds trust, fills gaps in the content calendar, and helps humanize brands. But in 2025, the bar for what counts as compelling UGC has risen, and simply resharing customer photos isn’t cutting it anymore. Brands should be focusing on content that is “shareable” whether it be a combination of photos/graphics or compelling videos.

And with the rise of carousel posts, according to Instagram’s Adam Mosseri, adding this content type into your social strategy is a smart move for creators and brands aiming to grow their reach.

🔥 What’s Newly Trending in Social:

1. Video-First Storytelling (Short-form fatigue meets long-form revival)

We’re seeing a major evolution in how brands are approaching video. While TikTok and Reels are still huge, there’s growing fatigue around ultra-short, high-tempo content that doesn’t offer depth. At the same time, long-form content is having a resurgence, not just on YouTube, but on TikTok and Instagram too (hello, 10-minute TikToks!).

Creators and brands are leaning into more thoughtful storytelling formats that focus on connection, education, or behind-the-scenes access. And audiences? They’re here for it.

Why it matters:

• Longer content = more time to build trust and communicate value.
• TikTok’s algorithm now favors watch time and retention just as much as viral appeal, according to HooteSuite.
• The shift rewards brands that invest in deeper narratives, not just viral hooks.

Mid-year tip: Experiment with video formats beyond the quick trend. Try mini-docs, serialized content, or value-driven educational videos to see how your audience responds.

2. Community-Centered Content & Two-Way Engagement

There’s a big shift happening in how brands are using social. Not just as a broadcast tool, but as a relationship platform. It’s no longer enough to post and ghost. The brands winning in 2025 are:

• Building communities, not just audiences
• Using comments, DMs, polls, and replies as content opportunities
• Highlighting and co-creating with followers (not just resharing)
• Think Discord-style vibes but happening directly on Instagram, TikTok, or Threads.

Why it matters:

• Social algorithms are rewarding engagement over output.
• People crave real-time interaction with the brands they follow.
• Relationship > reach in 2025.

Mid-year tip: Treat your comments section and DMs like a content channel of their own. Screenshot a convo. Turn FAQ answers into Reels. Implement CTA’s in the comments. Let your audience co-create with you. That’s where the magic is happening now. Here’s how to master community engagement.

Keep the Momentum Going

We’ve officially passed the halfway mark of 2025 and if there’s one thing we know for sure, it’s that flexibility is still your biggest asset. Trends shift, algorithms change, and audiences evolve. But if you stay tuned into your community and create with purpose, you’ll never fall behind.

At Brandience, we don’t just follow trends, we help brands lead them. Whether you’re ready to refresh your strategy or double down on what’s working, we’re here to make sure the second half of your year is even stronger than the first.

Let’s finish 2025 with a scroll-stopping bang. 👏