Social Media Trends to Watch in 2025

At Planning Media, we're always on the lookout for the latest trends, so we can offer you content strategies that are both effective and appropriate. We recently attended the GMS 2025 Summit presented by Les rendez-vous de la création de contenu as well as an Infopresse webinar presenting Léger'sLéger DGTL studystudy, two key events that enabled us to analyze future trends. With these learnings in hand, here's what's in store for digital strategies in 2025.

1. Social platforms: developments and new habits

The DGTL study reveals that each platform continues to play a distinct role according to age group and user behavior. Some highlights:

• Facebook remains indispensable, but its use is more utilitarian than entertaining for the young.

• TikTok still hasn't dethroned Instagram as the preferred platform for 16-24 year-olds

• Instagram stands out as the leading platform for following brands and influencers.

• YouTube confirms its status as a versatile platform for both entertainment and information content.

• Although UGC videos dominate social networks, professional videos remain popular with all age groups, from 16-24 to 45+.

The message here is clear: the importance of adapting your strategies to each platform is only growing. Publishing the same content everywhere, without adjustment, should be avoided in 2025 if you want to stand out from the crowd.

2. Engaging content first

At the GMS Summit, the focus was on what makes content engaging and successful. Among the keys to success:

• Putting people first: Show the people behind a brand, create employee portraits, let know-how shine.

• Entertain, inform or inspire: The balance between light-hearted, educational and engaging content is essential.

• Follow trends without falling into the "copy-paste" effect: Adapt formats and subjects to your brand.

• Go for authenticity: Sometimes, a video filmed on the phone can be more powerful than overly polished content.

In 2025, the key will be to create content that truly resonates with its audience, rather than simply seeking to accumulate views.

3. The growing role of influencers and employee ambassadors

Influencers remain an effective strategy, but the DGTL study shows that employees are increasingly preferred to talk about brands. 73% of Quebecers prefer to hear about a company from an employee rather than an influencer.

What this means for brands:

• Set up employee ambassador programs.

• Encourage employees to share their experience and expertise.

• Rely on influential collaborations that rely on authenticity and credibility.

4. Advertising formats: what works in 2025

The DGTL study confirms that short videos dominate the advertising landscape. However, longer formats are still relevant for deepening a subject and creating an emotional connection.

Other key findings:

• Animated visuals are more attention-grabbing than static ones.

• Lifestyle visuals perform better than graphic visuals in humanizing a brand.

• Ads that evoke emotion are more memorable and generate better conversions.

Clearly, in 2025, creative advertising will have to focus on content that provokes an emotional response and fosters engagement.

2025, a year of adaptation and innovation

Trends for 2025 show a marked evolution in content and advertising strategies. Authenticity, relevance and creativity will be more essential than ever.

Whether you're a brand, a designer or a company, the important thing is to adapt your strategies to these new realities. At Planning Media, we're here to support you at every stage of your digital transformation.

Ready to make 2025 a year of growth and innovation on social networks? Let's talk about it!