The social media landscape never stays still, and 2025 is proving to be no exception. With platforms evolving and consumer behaviours shifting faster than ever, staying ahead of the trends isn’t just a nice-to-have—it’s essential.
So, what’s actually worth paying attention to? Let’s break down the biggest trends eCommerce brands need to know to refine their strategy and stay ahead in Q2 and beyond.
UGC Reigns Supreme (Still)
User-generated content (UGC) isn’t just a trend anymore—it’s the backbone of high-performing social media strategies. Shoppers crave authenticity, and nothing builds trust like seeing real people using (and loving) your products. Brands that integrate more UGC into their ads and organic content will continue to see better engagement, lower ad costs, and stronger conversion rates.
The key? Keep it real—audiences can still spot overly polished, inauthentic content a mile away.
Need help with this? We now offer a content creation/UGC service to help you get more of this content, with a heavy focus on making it applicable to ads.
Short-Form Video Isn’t Optional
Reels, Shorts, TikToks—whatever platform you’re using, short-form video is king. But the way we approach video content is evolving.
Here’s what’s working best in 2025:
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Lo-fi, raw, and unpolished clips (think: behind-the-scenes, day-in-the-life, or product unboxings)
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Story-driven videos that capture attention in the first three seconds
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UGC-style testimonials over traditional brand ads
If your content isn’t thumb-stopping immediately, you’ll struggle to hold attention. Focus on entertaining, educating, or evoking emotion within seconds. Even consider adding text in those first few seconds for those watching on mute!
Ads That Look Like Ads (But Work Better)
Consumers are savvier than ever, and the old tricks don’t work like they used to. If your ad looks like an ad, people are scrolling right past—unless you grab their attention in the first two seconds. The best-performing ads in 2025 are:
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Clear from the start – No slow build-up; your value prop should be obvious instantly.
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Designed for sound off – Most people scroll without sound, so captions, text overlays, and clear visuals matter.
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Native-feeling – Ads that blend into organic content (without feeling deceptive) get better engagement.
It’s not about tricking your audience—it’s about respecting their time and making your message clear, fast, and engaging.
Community Over Content
Social media isn’t just about broadcasting anymore—it’s about belonging. Brands that foster active, engaged communities will see better long-term success than those focused solely on reach.
This means:
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Encouraging more comments, discussions, and interaction within your content
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Creating exclusive groups or spaces where customers can engage (think: Facebook groups, Discord, or even private Instagram accounts)
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Turning customers into brand advocates by giving them a voice in product decisions
The bottom line? Engagement > vanity metrics. every. single. time.
2025’s social media trends all boil down to one thing: authenticity meets efficiency. Whether it’s UGC building trust, or short-form video driving engagement, the most successful brands will be the ones that adapt quickly and stay human in their approach.
So, what’s your next move? If you’re looking to refine your strategy and make these trends work for your brand, now’s the time to test, optimise, and stay ahead.
Let’s make 2025 your best year yet.
