As we step into 2025, it’s essential to reflect on the trends we witnessed in 2024 and how they will shape social media marketing in the coming year. Small businesses and brands must stay agile to leverage these insights and remain competitive. In this post, we explore the latest content trends, platform updates, and engagement strategies, with a focus on the rising importance of user-generated content (UGC) and employee-generated content (EGC).
Reflecting on 2024: Lessons Learned
The past year has shown that authentic, relatable content drives engagement. Brands that embraced video-first strategies, timely ephemeral content, and data-driven personalization saw significant improvements in their social media performance. One of the standout trends of 2024 was the growing impact of UGC—where real customers shared their experiences—and EGC, where employees became passionate brand ambassadors. These elements not only humanised brands but also boosted credibility and trust among audiences.
Embracing UGC & EGC for 2025
Moving into 2025, UGC and EGC will continue to be powerful tools.
- User-Generated Content (UGC): In 2024, businesses that tapped into UGC experienced increased engagement and conversion rates. In 2025, leveraging UGC will be key to creating authentic content that resonates with audiences. Whether it’s customer reviews, unboxing videos, or social media challenges, UGC provides social proof that can dramatically influence purchasing decisions.
- Employee-Generated Content (EGC): Similarly, EGC is emerging as a valuable asset. When employees share behind-the-scenes stories or showcase company culture, it builds trust and offers a genuine look into your brand. For small businesses, integrating EGC can lead to a more connected and loyal customer base.
Key Social Media Trends to Watch in 2025
Video-First Content
Video remains king in digital marketing. In 2024, short-form videos and live streaming proved to be highly engaging. In 2025, brands should continue to prioritise video content—especially on platforms like Instagram, TikTok, and YouTube. High-quality videos that incorporate UGC and EGC elements will be particularly effective in capturing attention.
Ephemeral & Interactive Content
Ephemeral content, such as Instagram Stories and Snapchat, remains popular. This type of content offers a sense of urgency and intimacy, prompting immediate engagement. In 2025, interactive features like polls, Q&A sessions, and augmented reality (AR) filters will further enhance engagement and provide valuable insights into audience preferences.
Personalisation Through Data-Driven Strategies
Advanced analytics and AI are paving the way for more personalised social media experiences. Brands can tailor their content to individual user behaviours, ensuring that every interaction feels relevant and timely. This trend, observed in 2024, will continue to evolve in 2025, helping businesses create more targeted campaigns that boost engagement and drive conversions.
Social Commerce & In-App Shopping
The integration of e-commerce features within social media platforms is becoming more seamless. In 2024, many brands started experimenting with in-app shopping experiences, and in 2025, this trend will become even more mainstream. For small businesses, harnessing social commerce can turn casual browsers into paying customers directly through platforms like Instagram and Facebook.
How Blake Mark Productions Can Help
At Blake Mark Productions, our social media management services are designed to keep your brand ahead of the curve. We help you craft tailored content strategies that incorporate the latest trends—including UGC, EGC, and video-first content—to boost engagement, drive sales, and build lasting relationships with your audience.
Our comprehensive services include:
- Custom Strategy Development: We analyse your audience and industry trends to create a personalised social media plan for 2025.
- Content Creation: From high-quality videos and graphics to engaging copy, our team produces content that captures your brand’s voice.
- Platform Management: We manage your social media profiles across Instagram, Facebook, LinkedIn, TikTok, and more—ensuring consistent engagement.
- Performance Tracking: Through detailed monthly reports, we provide insights and actionable recommendations to continually refine your strategy.
Ready to Elevate Your Social Media Strategy?
If you’re looking to stay ahead in 2025 and harness the power of social media trends, let’s talk. Whether you need help integrating UGC and EGC into your content or a full-service social media management solution, Blake Mark Productions is here to drive your success.