What Will 2025 Bring?

Trends to keep an eye for out and get on top of for the new year.

Author

Jessica Smalley
December 16, 2024

‘Tis the season Creators,

2024 has been a year of great big shifts.

The pressure to perform on social platforms keeps ramping up, and the balance between authenticity and branding has become harder to maintain. Oh Yeah, AI, am I right?

This means we’ll need to be more intentional with how we engage with our audiences.

How? Well, I do a deep dive into what the industry leaders think 2025 trends will bring and share them with you in today’s Top Insight.

While I’m here though, if you’re wondering where to focus your energy, my pick is LinkedIn.

It’s (still) quietly becoming the platform for people who want to stand out, and I think we’ll see a wave of paid partnerships taking off there next year, too.

My big theme for 2025? Human-first interactions. AI dominated the headlines this year, but I think we’ll lean into real, human-led experiences while letting AI quietly keep doing its thing in the background.

Here’s what you can expect in today’s newsletter:

  • Keep up to date with what’s happening in Quick Fire!

  • Top Insight: 2025 Trends!

  • Social media Updates for this week

  • Check out my READ, LISTEN + WATCH recommendations for this week

    🫒by Jess Smalley

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"We’ve always believed that being unapologetically ourselves is the best way to build a brand. If you’re true to your voice, the right audience will find you." – Michelle and Zara, Shameless Media.

CREATOR NEWS

🧨QUICK FIRE

TOP INSIGHT

More is More is More is More

These days, audiences want more than just to hear your brand story; they want to feel like they're part of it!

They’re eager for a deeper connection, which means you’ll need to let go of your story a bit and share some of the control.

What’s on trend for 2025?

I looked into a mix of insights from industry leaders like Lia Haberman, Jay Clouse, Jon Youshaei, with a few of my own thoughts thrown in.

DMs are getting better

Instagram’s always improving its DMs, and with the new scheduling feature rolling out, managing how you connect with your audience is getting layered and sophisticated.

Social-first & Listening

In 2025, we’ll be even more focused on showing our audience we’re listening, engaging, and co-creating with them. It’s not enough to just collect feedback, you have to use it to shape your campaigns, products, and services.

Join the Conversation

It’s not just about posting. You need to be part of the bigger conversation. Use that info to level up your content, whether it's feedback or trending topics.

Social as TV

High-concept storytelling is becoming a must. Social media isn’t just a place for posts, and it’s becoming a place where people are telling more high-concept storytelling.

YouTube’s Big Play

YouTube is really pushing for that living room viewing experience. If you can tap into that vibe, there’s serious potential for growth.

Employee-Influencers

I’m not talking about brand ambassadors here. I mean employees who also act as influencers for their own company. Brittany Saunders from Fayte The Label is doing this really well.

Companies are also gamifying influencer programs for their employees. These programs involve more than just hiring an influencer; they aim to turn employees into brand advocates.

As employees start acting like influencers, businesses will need to rethink how they empower them to represent the brand online.

Instagram’s Still a Queen

Even with new platforms popping up, Instagram’s still holding its ground.

Communities Over Platforms

Monoculture is officially dead. There’s no one platform for every niche anymore. You’ve got to go out and find your community, then meet them where they’re at.

Video’s Still the King

Video storytelling is going deeper. YouTube and TikTok are letting us extend content. Expect to see more high-concept stories, whether that’s through video or even IG carousels.

SOCIAL MEDIA UPDATES

Instagram

  • enables creators to test out videos with trial Reels. Some users say this option acts like an IG Boost and leads to a big increase in follower count. (Note: this is only accessible to some creators.)

  • has rolled out scheduling for DMs for some users (exciting!).

TikTok

LinkedIn

  • now shares a video view count. Video posts get 1.4 times as much engagement on average as other posts.

YouTube

  • has added more insights and management options to channel pages.

THE DIG

READ: Teen mums/moms are using TikTok to share their stories, and it’s opening up new opportunities for them. Creators like MariClare MacLamroc, who makes up to $30K a month, and Jenna Ronan, earning $15K to $20K, are changing the narrative around teen parenthood while building financial independence. They’re showing what it’s really like to be a teen mom while proving you can create a life for yourself and your kids, even in tough circumstances.

LISTEN: I’ve been plugging Shameless throughout this year but to change things up, I want to plug it’s show sister, Style-ish. This is like a fashion magazine, but for your ears, and you’re grazing over the pages with your girlfriends.

WATCH: This interview with Call Her Daddy’s Alex Cooper and Hallie Batchelder, who has just joined the Unwell network, is peak CHD. Zone out, wine out and chill over this break.

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Have a great week 🙂