Video content featuring employees is a trend I’ve noticed recently that I think will become more popular next year! Audiences love to see the “real people” behind the brand and it also makes the brand look more authentic.

Curious from a legal standpoint, do you think this type of content could cause potential issues in the future if an employee leaves the company, hasn’t signed a waiver, etc?

I have started to notice companies are starting to share more of what goes on behind the scenes. Since noticing this I recognized that before companies wouldn’t share the process or details that went into making a product, campaign, or what might be what they are selling/sharing. To see the work behind the scenes, I must say I am more prompt to visit the site and maybe give that company a try. 

I have also started to notice companies, even employees, move away from the copy and paste jargon and start to use a bit of their own verbiage freedom. I’m not sure if this is because this is a way to reach a different audience, or if businesses are starting to be more open with language and just to simply have fun selling what you are passionate about. 

I agree with your post here, employee content is great and highly engaging! I’m not sure about the legal side of things, but we always get a verbal consent AT LEAST before featuring any staff on our social page. If someone isn’t employed by us anymore we won’t go back to previous content to remove it but we will stop featuring that photo/video going forward.

3 trends I have been noticing:

1. First-person talking to the screen content.
2. LinkedIn is exploding! Great growth this year.
3. Funny, borderline irreverent content.

It’s challenging to jump on these trends, though, depending on your industry. I am in nonprofit marketing, and it doesn’t make a lot of sense for me to do “talk to the camera” content for my organization. I also try to incorporate funny, but walk a line where I can’t be as edgy as a general brand can be.

Personally, I love that brands have started to develop a stronger and more unique online presence! I think it gives customers a much better feel for who the company is as a persona instead of just a provider.

Working in healthcare, this can also become a very tricky aspect of capturing more ‘authentic’ moments of large groups of people. What we’ve done for larger events is work with the department who’s putting it on and empowering them to gather consents as people sign up. During the event, we will have wrist bands for people who are consented and non-consented so we know who we can or cannot take a photo/video of. Hope that might help spark some ideas!

“Lo-fi” original content is performing better than the polished, perfect, high-quality social media posts of the past! I also think in 2025 we’ll see more brands move from jumping onto the latest meme and trending audio sound to focusing on original storytelling to authentically capture their audience.

Love this! We consistently feature our employees and customers in spotlights as a retailer and have everyone fill out a short photo release form from the legal team to cover our bases. 

I have seen a lot of social media posts use AI images instead of UGC and professional images. I am actually wondering if this is becoming a trend others are seeing as well. Could it be because of cost? Will end user lose trust in brands that use AI images?

I agree, I don’t ever want to feature someone on social without their expressed approval.

We’ve also done the same, we don’t go back and remove content unless expressly asked to do so, or if that employee is featured in a digital ad. Otherwise we do not continue to feature it.

So interesting you mention this. I just posted a “wrapped” and deliberately avoided the Spotify template to stay more in line with our brand.

I’ve noticed several people mentioning this trend, and I’ve also observed the shift toward more raw, freeform videos over highly polished, time-intensive content. Personally, I have mixed feelings about whether this trend will stick. On one hand, there’s a clear demand for authentic, relatable content that resonates with audiences. On the other hand, I believe there will always be a strong appreciation for high-quality, visually stunning graphics and videos that showcase the artistry and craftsmanship behind them.

Ideally, I think we’ll see a balance emerge between these two styles over the next year.

That said, I’m curious how other companies are incorporating POV or narrative-driven content into their strategies while managing to avoid making one or two individuals the ‘face’ of the brand. What creative approaches have you seen or used to tackle this?

I saw a few brands do mock floats for the Macy’s day parade on their social and thought that was a really fun way to join the conversation! I think we’ll see more creative uses of CGI and AI in social (but not in a sloppy or unimaginative way!) as the tools become more accessible.

I try to identify which individuals are willing to be on camera in pictures vs. which are willing to do videos. And then mix those up! I also will include myself in videos from time to time, but I know I shouldn’t be the face of our brand - the owners should (and fortunately, I have multiple faces to work with there!)

I’m going with my view and experience that short form video is going to play a big part of social media campaigns in 2025. A lot of posters on this thread seem to agree so maybe it’ll be more likely!

Very neat. I like the idea of using creative campaigns alongside holidays or other premiere events!

Ok so - I know this is not the objective here - but instead of sharing a trend, I’m sharing my philosophy on why it’s not always a good idea to jump on the social trend bandwagon when you’re in B2B.

I’m not a believer in ‘joining the bandwagon’ when it comes to social trends, as I find that so often, trends end up becoming very overplayed, very quickly. And by the time your ‘trend-esque’ post goes live, it could already feel very dated. 

We don’t use memes at all (as Social expert Jack Appleby of Future Social points out - so often memes are created without the permission of the person featured in the visual and there are so many copyright risks there.)

What we do love to do is create LinkedIn polls to see what our social audience truly wants to see in their feed. That way we can cultivate that for them. And not waste their time (our followers are Risk & Disaster Recovery Managers) with overly trendy content that’s not relatable. 

I know this may be a controversial take. But I think being unique and original is incredibly important if you want your brand to stand out on social in 2024. So, I’m okay with swimming in a different lane with our content.

I agree with a lot of these thoughts, but I wonder why Linkedin is taking off more than many other platforms for social initiatives lately?

I can definitely echo that authenticity is key. I see a lot of people responding positively to staff spotlights not just in our school’s social media but in social media of other school, organizations and businesses. People really like to know who is behind the scenes.

A trend that’s taking TikTok by storm is the hilarious ‘camera flip’ trend! It’s all about delivering “advice” to a demographic, only to humorously expose yourself as the true target when the camera flips. From pets hilariously advocating for extra treats to celebrities like Joe Jonas poking fun at sibling dynamics, this trend is a masterclass in comedic timing and creativity.

What do you think makes trends like these catch fire so quickly? Is it the surprise element, the relatability, or something else entirely?

The trend I’m seeing is the unexamined use of AI. I think it’s great and use it, but I also take into account what is the output I want and how do I want people to feel experience this content. Just like people got upset with coke (?) and their holiday ad because it was AI and seemed cold. I think there is a more thoughtful approach that can be used but in the attempt to save money or quickly get something out the door, missteps are made.  I think as we get more familiar with AI and what it “looks” like, I think people will have places and ways to use it and places and ways to note use it. I think also, that as it becomes better, what’s going to happen is delayed backlash. Does the message match the medium. Example, when people discover that this piece of content never touched human hands and the ad is about respecting people and their contributions, those two things don’t go.

 

I think this is a GREAT take, especially with the advent of AI and the ease of just throwing out content. I know why memes are so viral, they hit at some intangible description of a feeling that can be hard to articulate AND like you said, copyright and ownership. Also originality takes COURAGE. It’s easy to see the way the stream flow and confidently go there, but when your ethos requires you to be a rock in the stream, that, I feel, a lot of companies don’t have the stomach for. 

We’re seeing authenticity as a huge differentiator (trend, too, since the start of COVID-19) for our agency clients!

I know that term is overused. Authenticity plays into how we approach social with brand storytelling, influencers, community management, etc.

Even some of our more “polished” brands are going for it, and their audiences are loving a more relaxed tone, REAL people in images, video, etc., more personality, community management that shows brand personality, the brands sharing their values, speaking up on issues that matter to them… it’s exciting to see it be successful (esp among Gen Z and Millennials)! We’re earning trust and truly building communities with authenticity and see lots of big brands doing it too!

The former journalist in me LOVES this. What do ya think… is authenticity just a buzzword, or can it be the real deal for brands?

Welcome to Day 4 of The 2024 Holiday Giveaway Extravaganza!

Today, we’re diving into one of our favorite topics: social media trends.

What to Do:

Social media trends change rapidly! Reply to this thread with a trend you’re noticing—whether it’s gaining traction or fading away. Then, keep the conversation going by posting a follow-up question for others to weigh in. Let’s spark an insightful discussion and share ideas!

Today’s Prizes:
Two participants will win a Blue Yeti Microphone, Conversations That Connect book and $50 Starbucks Gift Card—perfect for brainstorming and sharing your brilliant ideas!

Join the conversation, share your thoughts, and help us explore what’s shaping our industry. Let’s make Day 4 full of fresh insights and meaningful discussions!

How do we feel about the exodus from traditional platforms to fringe platforms? Are these healthy places to grow community?

While maybe not “new” I see this so much more often that content creators on Instagram rely solely on Instagram stories for their engagement. And much of the feed posts are for sponsored content - no longer organic posts every day - some may even post 2-3 times a month on the feed. 

Do you see a shift in your strategies in 2025 to focus on IG Story engagement over feed posts? I know personally I look at IG Stories first but I never can get through all of the content from the people I follow. I personally gravitate to a few brands, a few content creators and primarily friends and family.