Social media doesn’t hit pause.
What people are doing online is a constant stream of information that brand marketers should be processing.
Yes, I know that sounds exhausting. We all have our mental health to protect (personal goal for 2025: use phone less, run around park more). But, if our jobs are to understand audiences and meet them where they’re at, well there’s no better place to do that than on social platforms.
As we go into a new year, it’s always exciting to look ahead and see what might be big this year and where the opportunity could be to create great work.
At VaynerMedia, we cut through the cultural noise to identify 15 game-changing trends set to shape 2025.
These insights are tailored to help your brand connect with people authentically, adapt quickly to what they care about, and stay relevant. Let’s explore a few.
Fridgescaping
Everything is aesthetic on social media these days, even your leftovers. From curated fridges to coquette-inspired IG dumps, there’s a push to make the mundane beautiful.
But remember, not everything needs to be perfect. You need to make a call – does your brand align with creating a great aesthetic everywhere? Or should you be kicking back against so-called perfection?
Pro Tip: Use storytelling formats like Pinterest collages or Instagram carousels to highlight both the polished and the chaotic sides of life.
Gatekeeping My City
Locals are fighting back against hyper-tourism, using social media to reclaim their spaces. This has led to secretive posts and a preference for niche over mass appeal.
It could be a big year for secret community meetings, social clubs, and saving the best spots for your mates.
For Brands: Go local. Foster micro-communities that resonate with local audiences or tap into community spaces on Reddit, Pinterest or Substack.
ChatGPT, Make My Dream Life a Reality
We’re seeing normal people use AI – not just tech bros. While it’s not replacing us any time soon, it seems people are using it as what it was intended to do, help us.
People are using ChatGPT for everything from life advice to creating hyper-personalized experiences.
Why It Matters: While AI is powerful, don’t overlook how people want easy, relatable tips on how it can help them. If you have advice, share it in comments, DMs, and beyond.
Niche Costumes, Mass Virality
Quirky and hyper-niche content is redefining what it means to “go viral.” Whether it’s a Wetherspoons-carpet or a really, really specific halloween outfit, individuality is the new cool.
Actionable Insight: Dive deep into your audience’s micro-interests. High-volume creative aimed at niche groups will drive relevance.
Dopamine Menus
For young people, digital fatigue is real. They are making lists of when and where to be online rather than being a slave to their phones.
Popular choices? Joining sports clubs, getting into niche hobbies, embracing video gaming, etc.
Opportunity: Don’t just meet your audience online—craft real-world brand moments that are focused on what people want, rather than being heavily digital and heavily branded.
Boomers+ Reviving the Feed
Boomers, on the other hand, are loving their role as gurus on social.
They are the unexpected stars of raw, unfiltered content. They’re proof that authenticity never goes out of style.
Pro Tip: Feature older creators in your campaigns for a fresh, joy-filled perspective that breaks the algorithm fatigue.
At VaynerMedia, we understand that staying ahead means staying curious. Trends aren’t just shifts—they’re signals, showing where culture is headed and where your brand can lead.
By embracing them, you can plan ahead on how to resonate with people and push your brand forward in 2025.
Want to know more? Download the full trend report here.
