We asked 11 experts for their social media predictions for 2025 – here's what they had to say.
Prediction 1: Creators and brands will be world-building
Creators and brands will embrace storytelling techniques reminiscent of cinematic universes, building interconnected ecosystems with elements like Easter eggs, spin-offs, and origin stories.
Signals of this trend include platforms like YouTube introducing features such as "Seasons and Episodes" to support serialized narratives and brands like The Washington Post developing their own "cinematic universe" on TikTok.
Prediction 2: Smaller communities will be prioritized
Audiences and creators will gravitate toward smaller, exclusive spaces to foster deeper, more authentic connections.
Signals of this shift include the rise of private spaces like Discord, Instagram Broadcast Channels, and Substack, as well as a focus on real-time engagement in comments and lo-fi content shared within curated environments.
Prediction 3: The rise of AI in content creation (and associated challenges) AI will continue to reshape content creation, streamlining workflows and offering new tools directly within platforms, but transparency and over-reliance could cause backlash.
Signals include Meta's launch of AI character profiles and an increasing integration of AI tools within platforms to reduce reliance on third-party solutions, despite ongoing user skepticism about these technologies.
Prediction 4: Short-form video will continue to dominate Short-form video will expand its influence, even in traditionally long-form spaces, as platforms prioritize engaging, visually dynamic storytelling.
Signals include LinkedIn pushing short-form video for B2B audiences, YouTube Shorts becoming an integral part of cross-platform strategies, and platforms rewarding creators who innovate with aesthetic, fast-paced content.
Prediction 5: LinkedIn will be a major player on the influencer frontier LinkedIn will evolve into a leading platform for creators by combining professional and personal content, driving influencer campaigns, and encouraging employee-generated content.
Signals include the platform's video focus, enhanced editing tools and analytics, and the success of creator-led sponsorships, making LinkedIn an essential part of brand strategies.
Prediction 6: Platforms will become their own ecosystems Social media platforms will consolidate tools for content creation, audience engagement, and analytics, creating self-contained ecosystems.
Signals include Meta's integration of AI tools across its platforms, Threads' seamless connection to Facebook and Instagram, and LinkedIn's evolution into an all-in-one destination for planning, producing, and analyzing content.
Prediction 7: Creator business models will evolve
Creators will transition from solo entrepreneurship to building structured, scalable businesses, adopting a more professionalized approach
Signals include creators forming teams, diversifying content across multiple platforms, and building sustainable business models that mimic those of traditional media and celebrity enterprises.
