Social media isn’t just “the new media”; it’s an undeniable force shaping culture and driving decision-making. Every minute, a staggering 140 million Reels are consumed on Facebook and Instagram, 3.5 million YouTube videos are viewed and 16,000 TikToks are uploaded. This isn’t about viral dance challenges and cat videos anymore; social media has become the most powerful and persuasive form of media available. Its unparalleled accessibility, cost-effectiveness and potential for monetisation allows companies to transcend traditional polished messaging and demonstrate a relatable, human side of their brand.
With almost 95% of internet users actively engaged on social media, representing a total of 5.24 billion users globally in 2024, companies must develop an effective strategy to resonate with audiences. By proactively engaging with social media trends, businesses can significantly enhance visibility, engage with their target audience and drive business growth.
Ready to elevate your brand's presence? Here are six social media engagement tactics to turn trends into tangible results.
Captivate and Convert
Video content isn’t just popular; it has become an essential strategic tool. Accounting for over 82% of global internet traffic, with short-form videos boasting an impressive average watch rate of 81%, the dominance of visual storytelling in connecting with audiences is undeniable. The meteoric rise of TikTok over the last five years has ignited a revolution in short-form video, compelling other platforms to adapt.
For brands, this means mastering the art of high-impact videos that hook viewers within the crucial first three seconds. To capitalise on this trend, brands must cultivate genuine engagement. Followers today prefer unscripted moments, relatable content and to connect with genuine people. Creating content flexibility is also important; marketers should develop concepts that work just as well for a 15 second Instagram Reel or a 60-second YouTube Short.
In terms of a winning video content marketing strategy, adaptability and balance are key. Diversifying your portfolio will keep your audience engaged and coming back for more. Experiment with an array of formats, such as product comparisons, tutorials, informative segments or entertaining clips, but check your social media analytics to see how your audience responds. Are they watching the content in full or bailing after 15 seconds? Data should always inform creative decisions.
Stay Ahead of the Scroll
The social media landscape is constantly evolving. While Facebook remains the most popular platform in 2025, Instagram and TikTok continue to be the firm favourite among millennials and Gen Z as the primary source for product discovery, social search, news and direct shopping. Brands must align with these evolving preferences.
TikTok has become a powerhouse for brand visibility, as consumers gravitate towards short-form content. However, a significant shift is currently underway with users spending half their time watching videos that are longer than a minute. This signals a growing acceptance of extended narratives on the platform, compelling brands to explore diverse video lengths for engagement.
Instagram also continues to transform. While the reach of Instagram Stories is steadily declining, high-impact formats like Reels and multi-slide carousels are yielding superior results. Reels boost visibility while carousels are an effective way to build a narrative. These continuous shifts mean that brands must consistently adapt their strategies for sustained engagement.
Empower Brand Advocates and Ambassadors
For any brand, user-generated content (UGC) and employee-generated content (EGC) are essential strategies to build credibility and expand reach. By encouraging users and employees to create content, your brand can tap into a source of authentic, relatable and highly trustworthy narratives that resonate deeper than traditional marketing.
Without a doubt, highly satisfied customers are the best brand ambassadors. Highlighting real customer stories is one of the most effective ways to build brand authenticity. Implementing engaging elements such as challenges, contests and dedicated hashtags can actively create user-generated content that spreads your brand’s message organically. Simple incentives such as giveaways and exclusive discounts can motivate your audience to become active contributors to your brand on social media.
When it comes to EGC, LinkedIn is the ideal platform. Companies can transform their employees into brand advocates by empowering them to share career experiences, insights into company culture or special events. This will boost credibility and transparency while extending organic reach.
Cash In on the Retail Revolution
Social commerce is a major social media trend in 2025. Platforms like TikTok, Instagram and Pinterest now offer integrated e-commerce features that enable users to make purchases without needing to leave the app. The growth is undeniable: the Gross Merchandising Volume of TikTok Shops skyrocketed from $1 billion USD in 2021 to an astonishing $33 billion in 2024, with wellness and beauty leading the charge.
The data speaks volumes: research indicates that 76% of consumers made purchasing decisions based on product-related posts on social platforms. As influencers continue to play a crucial role in shaping consumer decisions, brands that partner with relevant creators can reach highly engaged audiences.
To capitalise on this trend, brands should consider hosting interactive shopping events on TikTok Shop or Instagram Live Shopping. By demonstrating products in an authentic way and offering limited-time discounts to viewers, these sessions can encourage real-time engagement and drive purchases. Beyond live events, product listings should feature engaging descriptions, eye-catching visuals and plenty of positive reviews to boost social proof.
Cultivate Communities and Connection
Community-building is paramount for social media success as users seek deeper, more meaningful engagement. To foster these vital connections, showing your brand’s unique personality through behind-the-scenes glimpses is crucial for building trust with your audience.
The growing demand for authenticity explains the rising power of micro-influencers. These creators are gaining prominence for their unfiltered approach and ability to connect with specific audiences. Brands looking to target specific communities can partner with micro-influencers for tailored, impactful campaigns, benefitting from their reliability and high engagement rates.
To genuinely engage your online community, incorporate interactive content, such as Ask Me Anything sessions, polls and meetups. Don’t just react to comments; initiate conversations and acknowledge user posts to cultivate closer relationships. Spaces such as Facebook communities, where members can share tips, ask questions and support each other can engage your audience in a powerful way and foster loyal followers.
Unlock the Potential of AI
Artificial Intelligence is a dominant social media trend in 2025 and promises revolutionary shifts in marketing. Advanced AI-driven tools are transforming content creation and management, as brands leverage tools for competitor research, automating routine tasks and generating creative ideas. In 2024, almost 40% of social media marketers reported increased efficiency when using AI.
To keep up with this trend, businesses can use generative AI to analyse demographic and engagement, such as suggesting optimal posting times for social media and identifying trending keywords for maximum reach. Tools can also help brands write captions for posts in a consistent brand voice, catered to each specific platform. AI-driven chatbots also improve customer satisfaction with round-the-clock support.
However, there is a critical need for transparent and thoughtful implementation. Studies indicate that 27% of adults in the UK would block or unfollow social media accounts featuring AI-generated content. As such, businesses must prioritise transparency and authenticity. The goal is to use AI to enhance human creativity and efficiency, not to replace genuine connection. By adopting AI with a balanced focus, brands can strategically harness this technology to expand reach and stand out in the crowded digital landscape.
Case Study: Merriam-Webster
Merriam-Webster, the oldest dictionary publisher in the United States, is a company that has successfully leveraged trends on social platforms like TikTok, X and Instagram to achieve unexpected popularity. Instead of being a dry, academic authority, Merriam-Webster's social media presence is known for its wit and sass. They use memes and pop culture references, engage in playful banter and deliver perfectly timed, wry comments that resonate with a broad audience. This personality makes the brand highly relatable and entertaining.
The team behind Merriam-Webster's social media have a genuine love of language. This passion shines through in their posts, whether they're discussing obscure etymologies, grammar debates or the evolution of words. Rather than a forced marketing effort, this demonstrates a genuine enthusiasm for their subject matter.
While their posts are entertaining, they never lose sight of their core mission: to define and explain words. Posts are often educational, providing insights into fascinating word origins and usage that makes learning about language engaging and accessible.
Merriam-Webster actively engages with its followers on social media, responding to questions, joining discussions and even gently correcting misspellings or grammatical errors. This fosters a sense of community and makes followers feel seen and heard.
Merriam-Webster's social media popularity is a result of a blend of humor, topicality, authenticity and a deep understanding of their product and their audience. They have transformed the perception of a dictionary company from an academic resource into a witty and relevant cultural commentator.
Is Your Brand Ready to Make an Impact?
Brands that thrive in today’s ever-evolving social media landscape can identify current trends and transform them into a competitive advantage. Is your brand ready to build a resilient, impactful presence? Reach out to Loqui Media and speak to our experts about creating a future-forward social media strategy that puts your brand at the forefront of every trend.
