Check out the main changes in social media to keep an eye on in 2025

In 2025, we will likely see major changes in the social media universe. TikTok is at risk of being banned in the United States at any time. OX/ Twitter) continues to decline under the management of Elon Musk. And Bluesky starts to gain strength.

But, in addition to all this, there are other, more profound changes to the platforms that deserve attention this year, according to experts.

“The life cycle of trends has drastically decreased,” says Itamar Leopold, creative director at Motion Array, a platform aimed at filmmakers and video creators, on trend report 2025 from Artlist Business. “What is viral today may be forgotten tomorrow.”

While trends are getting shorter, the content that drives them is getting longer. TikTok, for example, is already testing 30 and 60 minute videos (and, if it escapes being banned in the US, this trend could grow).

Snap and YouTube have also increased the maximum length of short videos to three minutes. This trend is likely to continue in 2025, with a greater focus on long-form content.

Despite the ephemeral nature of trends, social networks will continue to be fertile ground for monetization, which will ensure that these platforms remain in the spotlight, highlights Ray Grady, CEO of the management platform freelancers Worksuite.

“We’re seeing our clients work with more influencers than ever before, harnessing the power of these people who are driving the creative economy at record paces,” he says. Marketing teams and agencies using their platform have seen a 300% increase in the number of influencers they collaborate with year over year.

In 2025, the trend towards long-form video content is expected to deepen.

Based on this, Grady makes a bold prediction: “Influencers will be the category freelance which will grow the most this year, being hired by a variety of sectors – marketing, advertising, entertainment, retail, public interest groups and even politics”, he assesses. “And it won’t stop there. There are no limits to the ways these professionals can help a brand, cause or event.”

This scenario points to a greater professionalization of the content creator class, according to influencer marketing agency Billion Dollar Boy.

“Creators are becoming the new media moguls,” says the company in its predictions for 2025. “They are creating their own production companies and transforming formats designed for social networks into quality popular entertainment, rivaling traditional media, such as TV.”

Billion Dollar Boy's main prediction is an even greater merger between creators and brands, to the point where the creators themselves become the brands.

SCAMS AND CHEATING WILL ALSO BE ON THE RISE

A less optimistic aspect is the increase in scams on social media. “By 2025, attacks using AI will go far beyond scams on LinkedIn,” warns Steve Cobb, director of information security at cyber risk monitoring platform SecurityScorecard.

The use of advanced bots is already common on X and LinkedIn, with the aim of tricking users in real-time conversations. But, with the advancement of multimodal models, which combine text, audio and video, the risk of scams increases. This includes video messaging on Snapchat and Instagram, as well as live calls on video conferencing platforms.

“We can expect criminals to use AI to create realistic Zoom meetings with the aim of deceiving and exploiting victims,” warns Cobb. “These immersive attacks will overwhelm traditional security systems, creating a new wave of trust-based breaches.”

---

ABOUT THE AUTHOR

YOU MAY HAVE MISSED:

Paint, who knew, could be the future of image editing tools

Chris Stokel-Walker is a British journalist whose works are regularly published in outlets such as Wired, The Economist and Insider find out more

---