I’m seeing a big trend in low-budget, more authentic content. The key focus is on the individual, their reaction, and the content of what’s said rather than super high-quality production value.
The AI tools released by Instagram and TikTok, which allow users to easily stick their faces in front of another video and react to it, have really paved the way.
Curious to know what others think the next big trend will be?
Zero-click content on LinkedIn! I think this is gaining (and will continue to gain) more traction. Especially with LinkedIn’s algorithm favoring content that keeps viewers on the platform, I think zero-click content is great. People look for content that’s informative, entertaining, and non-salesy.
One of the ‘trends’ I have been noticing is actually not following the common trends/sounds. I think 2025 is going to be more niche, focused on sub-communities, and originality. We have seen great engagement on original ideas from our teams and students (I am in higher education) that speak to our physical community on campus. Basically, adding high quality content, humor, or sarcasm into the things that make our specific community special and unique is what people love!
I love this and also the ‘trend’ that I made my post on. My previous job was in higher education and mine now is in healthcare. Both have been similar and reinforce what you’re saying here.
It comes down to one simple thing: Are you providing CONTENT that your audience WANTS? Jumping into popular trends is great and all, but why are you joining that trend? Do you have a purpose? Are you providing the content that your audience is looking for or expecting from your brand?
An example of this at my previous job is as you said, student and staff focus content. Now, I am focusing on telling patient stories from our hospital. Through the past 3 years, I’ve gathered data and this content performs the best, always.
Thanks for your post!
Running social for a B2B company, LinkedIn is pretty much my “bread and butter,” and I’ve noticed that carousels seem to be the most engaging form of content on that platform (both as a user and as a poster - our engagement rates are typically higher for carousels rather than static images).
At the top of my Christmas list is having Sprout add a feature to post PDFs as carousels on LinkedIn! 
Same here! The PDF carousels have been doing well for us. I’m also excited to see how their immersive video feed grows on LinkedIn and what types of videos perform the best.
So interesting you both have noticed this! When you say PDF carousel, are you posting these PDFs as multi-image posts?
I’ve been uploading them as documents and LinkedIn creates a carousel layout from the PDF file. It’s really cool! 
I’ve noticed a couple of things: 1) The rise of video on LinkedIn and 2) the continued migration to conversation and microblogging platforms like Threads and Bluesky.
Public beefs on LinkedIn between companies, especially B2B tech/SaaS – rising/ongoing more recent tho…
To learn about the Ripply v. Deel one – https://foundersbehavingbadly.beehiiv.com/p/snake-eyes
Oooh yes! I definitely need to know how much of this is intended to “funny relatable content” vs people actually being this petty. If it’s part of an actually strategy, I think you need such a light touch to make it land as fun rather than cringe. And if you’re CEO is just like this, steal their phone and change their passwords before it’s too late 
A trend I’ve noticed is brands using non-social employees in their content and I LOVE IT. I think it humanizes the brand and increases brand relevancy to its consumers.
I think this trend is here to stay and is a great way to create loyalty and connection.
I’m seeing a shift away from slick graphics and videos from companies getting rewarded with engagement and shares. Company-wide, I’m seeing that first-person videos taken on-the-job, photos of people together at a work event (imagine that!), and text that sounds like a real person’s voice are taking the wins and getting significant response.
It’s definitely a win from my perspective as a creator and a user. However, trying to convince other folks within my company that this is what’s working vs. pretty graphics/animated videos is a bit of a mountain to climb.
My favorite content to consume especially on TikTok is, “A day in my life as XXX at XXX.” I think it humanizes the brand and is a GREAT recruiting tool.
From what we’re seeing, authenticity and nostalgia are what most users want. Brands have more success through individuals/executives posts than from the brand page. People are tiring of the ads and polished brand posts, preferring posts and insights from individuals which feel more personal and trustworthy. They want human stories, shared memories -- the personal connection -- that they won’t get from overly curated corporate content, but can find from individuals (in posts, videos, etc.)
Re the nostalgia -- we’re seeing references back to popular/well-loved perform well in new campaigns. Ads like the John Travolta/Santa/Capital One ad are a great example of this.
Anyone have any thoughts on these?
Like others have mentioned, I have been seeing significantly more engagement in photos/videos with real people and a more “amateur” format and significantly less engagement on traditional branded graphics. It’s super reassuring to see others are experiencing the same!
While this is a win for promoting authenticity and helping personify the brand, my personal challenge is making sure to collect a photo release for every single person that may be in a post. This unfortunately makes it way more difficult to capture candid moments of large groups.
We are in a similar situation. We really enjoy putting out as much ‘live’ content as we can for our events. However, we have yet to land the plane on the best way to have people fill out photo releases, if they are non-members. We also have a large youth demographic and parents/guardians are not always available to fill out a photo releases right away.
Running social for a B2B company, LinkedIn is pretty much my “bread and butter,” and I’ve noticed that carousels seem to be the most engaging form of content on that platform (both as a user and as a poster - our engagement rates are typically higher for carousels rather than static images).
At the top of my Christmas list is having Sprout add a feature to post PDFs as carousels on LinkedIn!
Oh lordy, I would LOVE to find that gift under the tree! PDF carousels for LinkedIn, please @Jonathan Zuluaga 
The most current trend I’m seeing brands participate in is, of course, the “Spotify Wrapped” trend but making it own by focusing on themes/topics related to their brand. I think we’ll see brands participate in this one throughout the end of the month as it ties in well to end of year, however, the peak of conversation is likely happening right now as the wrapped report from Spotify just dropped. I think this is a safe one for many brands to partake in and they can use their own branding and assets, while still getting that tie-in to the trend. United Airlines has a really fun version on their IG.
I’m curious what annual type of new year trends that others are preparing for in January?
We have found that including an image with an engagement aspect (ex. maze, word scramble, spot the difference between two images, math riddle, etc.) works well, but in the caption copy we need to tie it back to an in-game feature (mobile gaming company). Previously, the caption didn’t matter as much, so this has been a shift for us. The engagement aspect helps with getting additional comments/feeding the algorithm, and the in-game feature mention in the caption helps educate our players on features to enjoy in the game so they continue playing.
Has anyone else tried out using these types of engagement images?
Zero-click content on LinkedIn! I think this is gaining (and will continue to gain) more traction. Especially with LinkedIn’s algorithm favoring content that keeps viewers on the platform, I think zero-click content is great. People look for content that’s informative, entertaining, and non-salesy.
I think this is a great callout and we definitely see this with the success of pdf “carousels” on LinkedIn that are super informative so our audience can get all the information they need from the document vs. heading to the site.
Micro-Communities and Brand Engagement
One trend I’ve noticed picking up steam is the rise of ‘micro-communities’ within social platforms. For example, private Instagram accounts, niche Facebook groups, or even hyper-focused hashtags like #BookTok on TikTok. People seem to be gravitating toward smaller, more intimate digital spaces where they can connect with others who share specific interests, rather than engaging with large, generic audiences.
Do you think this shift toward micro-communities will redefine how brands and creators approach their strategies? How can we better engage with these smaller, more focused groups?
Now that you mention it, YES. I think the way Threads’ algorithm was at launch and the way it has continued to evolve is really catering to this and helping folks find “their people.”
Has anyone else noticed that there are sometimes two cycles for a viral trend, the first for individual accounts, and the second for brands?
Yes, and TBH, I kind of hate it? Unless corporate accounts are jumping on a second wave and offering something, like a discount or a donation to a cause, I’m not interested in that second wave as a user. If you don’t make it in time for the first wave, I think you’ve missed the opportunity.
It seems like "micro-communities" within larger platforms are becoming increasingly popular. People are gravitating towards smaller, more niche groups with shared interests, values, or goals. Think dedicated Discord servers, focused subreddits, or even close-knit group chats on Instagram.
This could be a reaction to the overwhelming noise and negativity that can sometimes dominate mainstream social media. In these micro-communities, people can find a sense of belonging, have more meaningful conversations, and connect with like-minded individuals.
What are your thoughts on this trend? Do you think micro-communities offer a more fulfilling social media experience? Or do they contribute to further fragmentation and echo chambers? 
We are embracing a shift towards nostalgia and authenticity in our content strategy. While showcasing our members remains a priority, we've noticed that our followers are particularly drawn to content featuring our staff. To align with this, we’re focusing on a more lighthearted and humorous approach that highlights the unique personalities of our team. With the variety of programs we offer under one roof, we're also exploring the concept of having a dedicated social media liaison for each program to better represent their distinctiveness and engage more effectively with our audience.
From what we’re seeing, authenticity and nostalgia are what most users want. Brands have more success through individuals/executives posts than from the brand page. People are tiring of the ads and polished brand posts, preferring posts and insights from individuals which feel more personal and trustworthy. They want human stories, shared memories -- the personal connection -- that they won’t get from overly curated corporate content, but can find from individuals (in posts, videos, etc.)
Re the nostalgia -- we’re seeing references back to popular/well-loved perform well in new campaigns. Ads like the John Travolta/Santa/Capital One ad are a great example of this.
Anyone have any thoughts on these?
AGREED! The more human we can make a brand come across, the more likely potential customers will connect.
We have found that including an image with an engagement aspect (ex. maze, word scramble, spot the difference between two images, math riddle, etc.) works well, but in the caption copy we need to tie it back to an in-game feature (mobile gaming company). Previously, the caption didn’t matter as much, so this has been a shift for us. The engagement aspect helps with getting additional comments/feeding the algorithm, and the in-game feature mention in the caption helps educate our players on features to enjoy in the game so they continue playing.
Has anyone else tried out using these types of engagement images?
I find this so interesting! My company is in staffing--all professional services, all the time--and I’ve never considered this. The opportunities are really interesting.
The recent trend for “very demure, very mindful” seemed to have taken off and then abruptly fallen off. I am seeing some companies trying to push paid ads leveraging the trend verbiage, but the TikTok world has already moved on to the next thing and it can feel stale already! Are any other users seeing their companies struggle to keep up with these quick almost weekly trends with paid ad strategies?
I think jumping on a trend for an ad isn’t going to pay off unless it’s jumped on right away and run for a limited (week?) time.
We do not try to focus on trends for digital ad strategies, and even organically we’ll only jump on a trend if it works for us (remember the “We’re a running store, of course we have a treadmill so you can try out your shoes before you buy them” trend from a year ago?)
I’ve heard advice that if a post performs well organically, then you should think about making it a digital ad. Hopping on a trend and putting it into paid ads before it performs well seems like putting the cart before the horse.
Has anyone else noticed that there are sometimes two cycles for a viral trend, the first for individual accounts, and the second for brands?
Yes, and TBH, I kind of hate it? Unless corporate accounts are jumping on a second wave and offering something, like a discount or a donation to a cause, I’m not interested in that second wave as a user. If you don’t make it in time for the first wave, I think you’ve missed the opportunity.
I don’t hate the idea of bringing back a trend IF it works. And by bringing back, that means the trend had its moment, died off, and now it’s something like 6 months later where you can smile and be like, oh yeah, I remember that trend. When brands hop on a trend a week later, it just feels forced. The one exception to this rule: the “Spotify” year wrapped. This can happen anytime for your brand in December, and brands do not have to use Spotify’s design - in fact, I think we can purposefully NOT use the design and still get the same impact with our audience.
One recent trend I’ve noticed from brands is the “Say something with text looking forward” video and then they “accidentally” flip the camera to selfie mode and show the brand is doing the filming.
This seems forced and unauthentic to me, which flies in the face of a trend so many others have talked about in this thread - moving to real, authentic, and even nostalgic content.
For those who are in a B2C industry, would love to talk with you about this: how do you walk the line of pushing what merchandising wants you to sell while staying true to this demand for less-salesy, more fresh, authentic content on socials?
Has anyone else noticed that there are sometimes two cycles for a viral trend, the first for individual accounts, and the second for brands?
Yes, and TBH, I kind of hate it? Unless corporate accounts are jumping on a second wave and offering something, like a discount or a donation to a cause, I’m not interested in that second wave as a user. If you don’t make it in time for the first wave, I think you’ve missed the opportunity.
I don’t hate the idea of bringing back a trend IF it works. And by bringing back, that means the trend had its moment, died off, and now it’s something like 6 months later where you can smile and be like, oh yeah, I remember that trend. When brands hop on a trend a week later, it just feels forced. The one exception to this rule: the “Spotify” year wrapped. This can happen anytime for your brand in December, and brands do not have to use Spotify’s design - in fact, I think we can purposefully NOT use the design and still get the same impact with our audience.
I think this is a good take. If the trend hits an emotion that isn’t “ugh, this again?!”, that works for me.
On the un-serious side - WICKED is taking over all my FYP and explores pages and I am not complaining!! I’m seeing everyone post about “holding space for xyz” -- referring to the interview with Cynthia responding to an interviewer telling her that the queer community is really holding space for defying gravity (and Ariana delicately grabbing Cynthia’s singular finger hahaha)
On the more serious side -
User Generated Content is everything and will be everything for a longggg time!! The biggest difference I see between brands that are thriving online and brands that don’t have great growth, are that they put a face behind their brand-- even if it’s through UGC. UGC tells the world that there are real people who are behind and love the brand that they’re creating for!
Have you noticed any brands that are crushing it with UGC implemented into their social media strategy? One of my favorites (and an OG in the game, i think) is Glossier!
Bonus Q...what are you holding space for these days? 
