Going viral is not a surefire way to success but staying abreast with what's in or out in the world of social media can make your brand memorable. Brand retention is an often overlooked strategy that can increase your engagement, sales, and even market share. Social media trends, when carefully considered and consciously executed with your brand identity in mind, can contribute to your social media success.

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Here are 5 social media trends for you to try this 2025:

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1 - Communities from online to IRL

What sets a social media audience apart from an online community is the level of investment a person has in a brand. Be it constantly engaging with posts, buying newly launched products, or attending offline events, being a part of a community means you are a part of a club, and that club is always cared for. This year, we are seeing more brands bring the conversation and experiences offline by organising their own community events. From hosting an all-expense paid community trip for your VIP customers to co-hosting a yoga class in a local studio near you, there are different ways to bring your brand offline while providing an enjoyable experience that is not overly heavy or promotional.

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Top Tip: Go back to your marketing strategy. Can you identify different interests or hobbies that your target market enjoys? How can you use this as an inspiration to create a unique offline experience for your community?

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2 - Employee-Generated Content (EGC)

Community does not only mean customers; it can include your team, too! Content that focuses on showcasing the founders or the team behind brands has been all over social media lately, and for a good reason. People are naturally inclined to storytelling, and the most effective way to tell stories through video is to feature people. Through employee-generated content, not only are you garnering engagement, but you are also establishing your brand trust.

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Top Tip: Not everyone will be willing to show their faces on camera or do a silly skit. Understand what your team members are comfortable with and start from there.

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3 - Photo / Video Carousel Dumps

Aesthetic and lo-fi content meet in carousel posts. The idea of a photo dump may be millennial-coded straight out of the 2014 Facebook era, yet with TikTok releasing the carousel feature on their app last year; photo dumps got an upgrade by combining photos and videos on a carousel post. The beauty of this is the perfectly curated mix of aesthetic visuals with photos or videos that were seemingly taken "in the moment" without any further thought. This mix and match of media formats not only elevated the way people consumed stories on social media but also gave birth to the concept of vibe as a way to tell stories without the use of words or storyline.

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Top Tip: Mix your professionally captured campaign or brand photos with mobile— or digital cam-captured behind-the-scenes content.

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4 - Behind The Scenes

With communities, people, and storytelling as the common themes in today's social media landscape, drawing back the curtain to let people in behind the scenes has got to be one of our favourite trends to date. Authentic, immersive, and validating, behind-the-scenes content leverages the idea that people are naturally curious and would always like to know what brands are up to. This curiosity, when quenched, can lead to engagement and brand trust.

Top Tip: Think about how you can involve your community in every stage of building your brand. From capturing your work on camera to involving your community in your decision-making, there are different ways to explore how you can involve them without being too out in the open.

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5 - Cross-industry Campaigns

You may have seen the iconic Hailey Bieber x Erewhon smoothie all over your feed or, in our own Singaporean backyard, you may have seen Hydr-Aid by Moom and Cheak, these campaigns illustrate synergy and brand affinity at its finest. By leveraging brand or product associations and stellar knowledge of your target market, creating a shared experience between like-minded brands from different industries is unique, and people always love trying something new.

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Top tip: Identify like-minded brands from different industries with a similar target market. Explore how you can co-create a unique experience that will amplify both brands.

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Discover more conscious social media trends as the year unfolds, follow us on Instagram or sign up to our monthly newsletter (you also get to download our 7 Step Roadmap To Conscious Social Media for free!)