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The 2025 Social Media Marketing Trends You Should Know About

Writer's picture: Ariel NeidermeierAriel Neidermeier

by Ariel Neidermeier

Big changes will shape how we market on Facebook, Instagram, TikTok and YouTube in 2025.
Big changes will shape how we market on Facebook, Instagram, TikTok and YouTube in 2025.

The social media landscape has never been more dynamic—or more uncertain. From TikTok’s near-ban and the resulting scramble among users to the latest Meta boycott and Instagram’s new vertical grid, the past few months have highlighted big changes that will shape how brands connect with consumers in 2025. Below, we’ll explore the biggest updates and what they mean for your marketing strategy, focusing on four key platforms: Facebook, Instagram, TikTok, and YouTube.


Instagram rolls out longer video formats for Reels in 2025.
Instagram rolls out longer video formats for Reels in 2025.

Facebook & Instagram

Instagram’s Vertical Grid and Longer Video Formats

In response to the growing popularity of TikTok-style vertical videos, Instagram rolled out a vertical-aligned grid on user profiles. This change moves away from the traditional square thumbnail display, making Reels more prominent. According to Instagram Chief Adam Mosseri, most content uploaded today is vertical, so the new layout showcases these formats better.

  • Repositioning the Grid: Users can reorder their posts and plan a more cohesive visual experience, even with the vertical thumbnails.

  • Longer Reels, New Editing Tools: Reels can now be up to 3 minutes long for more storytelling. New editing features like TikTok's, are being introduced to streamline content creation.



The Meta Boycott and Political Tensions

Meta, the parent company of Facebook and Instagram, has faced criticism for allegedly blocking or hiding Democrat-related content. High-profile figures, including R.E.M. frontman Michael Stipe, have launched a #LightsOutMeta boycott, urging people to log off all Meta platforms for a week (Jan 19–26). This movement underscores broader concerns over content moderation and fact-checking, which Meta recently loosened in the U.S.

  • Impact on Brands: While a temporary boycott won’t topple Meta’s user base, it does highlight increasing scrutiny over platform policies. Brands should stay alert to user sentiment, especially if reputational risks arise from partnering too closely with any platform under fire.

  • User Engagement: Despite controversy, Facebook and Instagram remain top channels for marketers. Two-thirds of Americans still use Facebook, and Instagram’s user base continues to grow, meaning a brand presence here remains essential.



TikTok & YouTube

TikTok's near-ban increases usage of YouTube Shorts and alternative apps like RedNote.
TikTok's near-ban increases usage of YouTube Shorts and alternative apps like RedNote.

TikTok’s Near-Ban and Rising Alternatives

TikTok has been under intense scrutiny from U.S. lawmakers, culminating in a 12-hour shutdown when a ban briefly took effect. President Trump signed an executive order delaying enforcement by 75 days, providing TikTok time to explore U.S.-based business deals. While the app is back for its 115 million U.S. users, the uncertainty spurred a massive surge to alternative platforms like RedNote—daily active U.S. users jumped from roughly 700,000 to 3.4 million in a single day.

  • Hours & Ad Revenue: TikTok drives an estimated 88 million hours of daily engagement in the U.S. and brings in about $1.7 billion in U.S. in-app revenue (2024 figures), claiming roughly 8% of the country’s digital ad spend.

  • Alleged Censorship: After resuming service, some users reported changes in content recommendations, sparking rumors of censorship. TikTok denies altering its algorithm. Nonetheless, brands should carefully monitor platform stability and user sentiment.


Sensor Tower publishes this report on US digital ad spend on social media by platform. 2025.
Sensor Tower publishes this report on US digital ad spend on social media by platform. 2025.

Source: Sensor Tower


YouTube’s Steady Growth and Short-Form Video

YouTube remains a dominant video platform, boasting more daily watch hours than many of its rivals. While it has traditionally focused on long-form content, YouTube continues to push into shorts to capture audiences seeking quick, TikTok-like experiences.

  • YouTube Shorts: YouTube’s short-form feature competes directly with TikTok and Instagram Reels. With fewer controversies than TikTok or Meta, YouTube can be a “safe” bet for many advertisers.

  • Ad Spend & Reach: YouTube holds around 19% of the digital ad spend share, second only to Facebook and Instagram combined. Even a minor shift in the market—such as a TikTok ban—could send more ad dollars to YouTube, as it offers both short and long-form video options under one roof.


Key Takeaways for Brands

  1. Diversify Your Content: Relying on a single platform is riskier than ever. With boycotts, bans, and policy shifts, spreading your brand presence across multiple channels ensures more consistent reach.

  2. Embrace Vertical Video: Whether it’s Instagram Reels, TikTok clips, or YouTube Shorts, vertical, short-form video is here to stay. Prioritize filming and editing in vertical format to meet consumer expectations.

  3. Stay Vigilant on Policy Changes: Platforms can change their moderation and political advertising policies quickly, affecting what content is visible and when. Keep an eye on official updates to avoid surprises.

  4. Leverage Metrics & Analytics: With consumer behaviors shifting, use in-platform and third-party analytics (like Sensor Tower or other tools) to track engagement and refine your strategy in real time.

  5. Adapt Quickly: The social media world moves fast. What’s popular today could face restrictions tomorrow. Stay flexible and be prepared to pivot your marketing approaches to new platforms as trends emerge.


The social media ecosystem in 2025 is a mix of innovation, controversy, and fierce competition. Facebook and Instagram are reinventing their feeds and facing blowback over content policies, while TikTok flirts with a ban—yet remains a powerhouse of engagement—and YouTube steadily evolves to maintain its stronghold on video content. For marketers, keeping a close eye on each platform’s changes is critical. By diversifying your presence, embracing vertical video, and staying informed about platform policies, your brand can navigate the rapidly shifting landscape and connect authentically with audiences.

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