Social Media In 2025 Will Be Entertainment, Zero-Clicks and Content Curators

Social media marketing is entering a bold new era in 2025, according to the latest trends report. As platforms evolve and user behaviours shift, one thing is clear: social media is no longer just where we scroll; it’s where we live. This year’s report dives into eight transformative trends shaping the future, from the rise of social search and zero-click content to the growing dominance of entertainment, escapism, and AI-driven creators redefining the landscape.

“Social media has become the ultimate Swiss Army knife of modern existence,” says Jari Lähdevuori, one of the report’s analysts and executive creative director of Kurio. “The pace of change is dizzying. What was a shiny new tool last year has become an essential must-have for everyone. The question isn’t whether to keep up, but how to jump on this speeding train without missing a beat.”

Some key trends include:

• Feed as a funnel. “One of the most interesting trends I see is the rise of social commerce in the US — where platforms like TikTok, Instagram, and Facebook aren't just places to consume content, but essential hubs for discovering, exploring, and purchasing products. For me, it’s hard to imagine how much longer we’ll rely on the traditional shopping journey, which requires us to leave social platforms, visit a website, add items to a cart, login, and enter our credit card information. It’s a clunky, friction-heavy experience that just doesn’t align with the fast-paced, seamless nature of modern life, especially for the savvy, next-gen user”, says Karan Dang, CEO & founder, DANG, one of the experts interviewed for the report.
• Search is going social. “Social platforms are set to seriously challenge traditional search engines as the primary brand discovery tool in 2025. Already, 64% of Gen Z have used TikTok as a search engine according to Adobe’s research, with the common expression being, “I Don’t Google, I TikTok” - - A quarter of people said they primarily use social media to search and communicate online, this trend is only set to rise next year. The takeaway for brands? Your digital content needs to be entertainment led, social-first in format, algorithm-friendly and effortlessly shareable”, states Victoria Jenkins, associate director of social, Launch.
• From creators to curators – nailing the niche. “Curators are the next influencers. And Curation is the new algorithm people crave. - - As more consumers seek personalized, trend-driven experiences, curators offer a powerful way to tap into niche markets and drive conversions through curated, engaging storytelling. For marketers, this means evolving beyond traditional influencer partnerships and embracing curators as key figures in shaping brand identities in more subtle and creative ways”, comments Oana Oprea, head of digital planning & brand strategist, Jam Session Agency

The insights were gathered by interviewing 29 social media marketing experts from 23 award-winning independent agencies. The participants represent a broad range of countries, including China, the USA, India, Indonesia, Germany, Chile, the UK, UAE, Lithuania, and many more. Coming from not only different countries, but also different types of agencies, their answers offer a 360 view of social media marketing for the upcoming year.

Get the full report here: https://kurio.fi/en/report-social-media-marketing-trends-2025/