Social Media 2025 - Things to watch

1. trends come, go and often take you nowhere

A new sound every day, a challenge that goes viral. Sounds tempting? Not necessarily. Trends thrive on rapid dissemination and adaptation. Lengthy approval and production processes ensure that trends are not released within the peak. If you don't have the means to get started quickly and authentically, don't do it. A poorly implemented trend does more harm than letting it go.

Our tip:

Analyze which trends really suit your brand and target group. Use monitoring tools and seek advice to understand your industry and its dynamics. Consider: Does the trend add value to your brand? If so, then implement it quickly - with the right partners and the necessary quality.

2. Memes 2025: humor but with brains

Memes are the quickest way to make brands more human. But they are also a balancing act. Without the right feel for the underlying subculture, memes offer no added value and show the community that the intention of the meme has not been understood.

Our tip:

Be aware of what's behind a meme before you share it. Work with creators who are familiar with your industry. And ask yourself: Does the meme really fit your community and your goals? It's not about being funny - it's about staying relevant.

3. Stars, influencers or UGC? The new triangle of success

The days of big TV stars in every campaign are over. Today, it's all about the right mix: influencers bring closeness, UGC ensures credibility and stars take campaigns to a new level - if the budget is right.

Our tip:

Set clear priorities. Do you want reach? Then go for a star or a macro-influencer. Do you want a deeper connection? Then invest in UGC campaigns or micro-influencers. And remember: not every measure has to deliver measurable results immediately - brand building takes time, because brand awareness thrives on many small touchpoints.

4. Festivals, series and the language of your target group

Your community lives and communicates in its own subculture. They watch series, attend festivals and are part of various communities. Brands that understand this gain trust - brands that ignore it are left out.

Our tip:

Take a look at what your community is celebrating. Can you be present at a festival? Does your brand fit in with a popular series or a subcultural moment? It's not just about wide reach - it's about meeting your community in their world.

5. AI in social media: Clever use without losing your soul

Yes, AI is a game changer. Automated processes, personalized content, optimized campaigns - the possibilities are endless. But be careful: the “social” part of social media must not be lost.

Our tip:

Use AI to automate processes and thus make them more efficient. For example, for tasks such as content planning or initial community interactions. But always have human touchpoints ready. Authenticity and trust are not created by algorithms.

6. Platforms 2025: where you need to be

TikTok continues to lead the field, but the competition never sleeps. YouTube Shorts is growing, Threads is shaking up text content and LinkedIn is finding its niche among professionals.

Our tip:

Choose your platforms wisely. Presence alone is useless - each platform has its own language and expectations. Develop platform-specific strategies and always think from a user experience perspective.

7. Short or long? Content needs both

Short videos captivate, long content informs. Both have their place - the challenge is to deliver the right thing at the right time.

Our tip:

Draw users into longer content with short, gripping teasers. Make sure you convince them in the first three seconds. Test formats: What works with your target group? Analysis and experiments help to find the right balance.

8. SEO in crisis? Why Google is losing relevance with young target groups

For years, Google was considered the undisputed champion of online searches - but that is changing. More and more young target groups are turning to alternative search methods: TikTok is becoming a discovery platform, and AI tools such as ChatGPT are taking on the role of digital research partner. The consequences for brands? Search engine optimization (SEO) alone is no longer enough to stay visible.

Our tip:

Go for a hybrid strategy. While SEO remains relevant, you should optimize your content on platforms that young target groups prefer. Create short, concise videos on TikTok that deliver information directly and authentically. Complement these with AI-friendly content that can be used in generative tools like ChatGPT. It's about being present wherever your target audience is looking for answers - and that's increasingly outside of Google.

9. The power of frequency: holding is harder than growing

With AI, content will be produced at a rapid pace in 2025. To stay visible, it's no longer enough to post every now and then - you have to deliver, consistently.

Our tip:

Increase frequency without compromising quality. A clear content strategy helps you to keep track and deliver content that not only offers quantity, but also real added value.

10. The Power of People – Community takes responsibility

Meta's announcement that it was ending its collaboration with fact-checking teams and giving political content more “freedom” came as a surprise to many marketers in early 2025. What impact this change will have on community management, netiquette and the general tone on the platforms is yet to be seen.

Our tip:

It is more important than ever to take a clear stance, invest in strong crisis communication and maintain a close exchange with your community. Seeking advice and having a partner at your side offers security and professionalism.

Conclusion: 2025 requires courage, creativity and intuition

Social media is becoming faster, more diverse and more demanding. Brands that understand how to use trends and build communities win. It's your stage - what do you make of it?