5 Key Paid Social Media Trends to Watch in 2025

By Taylor Magill-Sterritt, Paid Social Senior Manager at Eyeful Media

Paid social media is changing fast. To stay ahead in 2025, you need to know the trends shaping how brands connect with people. From short videos to shopping on social, these changes are opening up big opportunities.

Highlighted below are five key paid social media trends that can help your business grow. These tips are simple, clear, and easy to use—whether you’re a pro or just starting out.

Let’s jump in and see how you can expand your company’s reach through social media this year to drive more leads and increase revenue.

Trend 1: Short-Form Video Dominance

Short-form video continues to dominate social media in 2025. Platforms like TikTok, YouTube Shorts, and Instagram Reels have changed the way people consume content.

These apps and sites have made quick, engaging videos the go-to format for users and advertisers alike.

The Uncertain Future of TikTok

TikTok faces a lot of challenges in 2025. Ongoing debates about its future have created uncertainty for brands that rely on it for advertising. But even if TikTok disappears, short-form video is here to stay.

Platforms like YouTube Shorts and Instagram Reels are ready to take the lead. Both offer great tools for advertisers to share quick, dynamic videos and connect with their audiences. 

Takeaway: This shift means brands need to focus on creating engaging short-form content, no matter the platform.

Meta’s Strategic Video Push

Meta is doubling down on video content. In 2025, the platform updated its attribution model to prioritize videos. The default setting now uses a 1-day engaged-view attribution. This tracks users who watch at least 10 seconds of a video—or 97% if it’s shorter—and then convert within a day.

This move shows how important video is to Meta’s strategy. The algorithm favors creative, dynamic formats over static images. For advertisers, this means focusing on videos that grab attention quickly and keep viewers engaged.

Takeaway: This trend underscores the importance of short-form video across platforms. If brands want to thrive in 2025, investing in video is no longer optional—it’s essential.

Trend 2: Authenticity and UGC at the Forefront

In 2025, audiences are prioritizing authenticity more than ever. This shift has made raw, relatable content a key driver of social media success. Brands that embrace realness and transparency are winning the hearts of Millennials and Gen Z.

The Demand for Raw, Relatable Content

Today’s consumers are tired of overly polished, generic content that feels disconnected from real life. They want brands to show their true selves, share honest stories, and create content that feels human.

For Gen Z and Millennials, this means seeking out companies that are relatable and transparent. Ads that feel too perfect or artificial often fail to connect. Instead, raw, unfiltered content grabs attention and builds trust.

Takeaway: The more real your brand feels, the more likely it is to resonate with these key audiences.

Harnessing UGC for Brand Trust

User-generated content (UGC) is one of the best ways to meet the demand for authenticity. UGC acts as social proof, showing that real people use and love your products. This builds trust and fosters community.

To get the most out of UGC:

  • Blend it with your brand-created content for a balanced approach.

  • Highlight real customer stories and testimonials.

  • Avoid over-editing UGC—keep it natural and genuine.

By embracing UGC, brands can build stronger connections with their audiences. At the same time they can stand out in the crowded social media landscape.

Takeaway: Authenticity isn’t just a trend; it’s the foundation of meaningful engagement in 2025. Brands that prioritize relatability and UGC will thrive in this evolving environment.

Trend 3: Meta’s Advertising Innovations

Meta is making big changes to help businesses improve their ads in 2025. Two new features—site links and the Opportunity Score—are making it easier for brands to connect with the right audiences.

Site Links for Better User Engagement

Site links are a powerful tool for advertisers. They let you add extra links to your ad, so users can go straight to the page they’re most interested in. For example, you can link to a product, a promotion, or an FAQ page.

Here’s how you can use site links:

  • Drive Conversions: Send users to pages like “Shop Now” or “Start Free Trial” to boost sales.

  • Help at All Levels: Use links for people learning about your brand (upper-funnel) or ready to buy (lower-funnel).

  • Catch Attention: Add custom images to make your links stand out.

  • Keep Users Interested: Match your links to what people want to see, so they’re more likely to click and stay.

Takeaway: These updates make ads more helpful and can lead to better results for your business.

The Opportunity Score: A New Way to Measure Success

Meta’s new Opportunity Score helps advertisers see how well their ads work. It replaces the old Relevance Score with more detailed insights. This tool shows if your ad is reaching the right people and achieving your goals.

Advertisers can use the Opportunity Score to:

  • Find out what’s working in their campaigns.

  • Make small changes to get better results.

  • Create ads that connect better with their audience.

The Opportunity Score is still new, but it’s already helping brands make smarter choices in their advertising.

Takeaway: With tools like site links and the Opportunity Score, Meta is helping businesses succeed in 2025. These features make ads more useful for people and more effective for brands.

Trend 4: Emerging Platforms and Privacy

In 2025, new platforms and stricter privacy rules are changing how businesses advertise. While platforms like Reddit are gaining momentum, privacy regulations are forcing brands to rethink their strategies.

Reddit’s Growing Impact

Reddit is becoming a platform to watch in 2025. Over the past year, it has seen a 46% increase in daily users and a 53% jump in weekly users. While people may not visit Reddit as often as Facebook or Instagram, its growth is hard to ignore.

A recent data-sharing deal with Google has made Reddit content four times more visible in search results. This change means brands can reach larger audiences by tapping into Reddit’s unique communities.

Takeaway: For advertisers looking for new ways to connect with engaged users, Reddit offers a fresh opportunity.

Stricter Privacy Regulations

Privacy rules are also reshaping the digital ad landscape. Starting in January 2025, Meta rolled out new policies to protect user data. These changes impact industries like healthcare the most, limiting how they can use data for ads.

Here’s what this means:

  • Brands in sensitive sectors can no longer target ads for bottom-funnel goals like purchases.

  • Instead, they’ll need to focus on upper-funnel objectives, such as video views, reach, and in-platform lead forms.

  • Advertisers must prioritize transparency and ensure their strategies comply with stricter privacy rules.

These regulations highlight the need for ethical advertising practices. They also show the need for smarter ways to reach audiences without compromising trust.

Takeaway: By embracing growing platforms like Reddit and adapting to privacy changes, brands can stay competitive in 2025. At the same time, they can build trust with new audiences.

Trend 5: The Social Commerce Boom

Social commerce is taking off in 2025. More people than ever are shopping directly through platforms like Instagram, TikTok, and Facebook. For businesses, this means social media isn’t just for digital marketing—it’s now a powerful sales channel.

The Growing Consumer Shift to Social Shopping

Shoppers are turning to social media to discover and buy products. In fact, 46% of consumers say they’ve made purchases directly through platforms like Instagram and TikTok.

This shift is fueling the growth of the global social commerce market, which is expected to hit $1.2 trillion by the end of 2025.

As Millennials and Gen Z lead this trend, brands that embrace social shopping are seeing big rewards. Whether it’s through product tags, in-app stores, or live shopping events, social platforms are becoming essential for driving sales.

Overcoming Consumer Concerns

While social commerce is growing, some challenges remain. Many consumers worry about:

  • Privacy: They’re cautious about sharing personal information online.

  • Trustworthiness: Social platforms rank low on consumer trust scales.

  • Seller Authenticity: Almost half of shoppers avoid purchases because they doubt the seller is legitimate.

Despite these concerns, having a strong presence on social media is crucial. Businesses with active social accounts see 32% more sales on average. 

Takeaway: By building trust and being transparent, brands can turn these challenges into opportunities.

Platform-Specific Insights

Different platforms play unique roles in the social shopping boom. Here’s how they stand out:

  • Facebook: Still a favorite for Millennials, with 67% valuing it as a key place for businesses. Gen Z also sees its importance, though they lean more toward TikTok and Instagram.

  • Instagram: Gen Z loves Instagram for shopping, with 61% expecting brands to be active here. Promotions and product launches perform particularly well on this platform.

  • TikTok: TikTok is the go-to for impulsive buys. Nearly half of Gen Z users make purchases on TikTok every month, making it a must for brands targeting younger audiences.

Takeaway: Social commerce is more than a trend—it’s shaping the future of online shopping. Brands that invest in building trust and meeting consumers where they are will thrive in this fast-growing space.

Bonus Trend: Instagram Threads’ Advertising Potential

Instagram Threads is adding ads in 2025, giving businesses a new way to reach people. With its focus on real-time conversations, Threads could be a great place for brands to connect in a more personal way.

Why Threads Could Work for Your Business

Threads gives businesses new opportunities to stand out. Here’s how it can help:

  • Talk Directly to Your Audience: Threads is all about real connections, which can help build trust.

  • Reach New Users: Threads is growing, so it’s a great way to find people who might not use other platforms as much.

  • Try Something Different: With new ad options, businesses can get creative and test fun ideas.

Takeaway: Even though Threads is new, its potential makes it a platform to watch in 2025.

Looking Ahead: Winning Strategies for Paid Social Media in 2025

Paid social media is evolving rapidly. Staying ahead requires understanding the trends shaping the industry. Let’s recap the top insights from 2025:

  • Short-Form Video: Platforms like Instagram Reels and YouTube Shorts are taking over as TikTok faces challenges. Video content remains the most engaging format.

  • Authenticity and UGC: Relatable, user-driven content builds trust. It also creates deeper connections with audiences.

  • Meta’s Advertising Innovations: Tools like site links and the Opportunity Score are vital. They're changing how brands improve engagement and measure success.

  • Emerging Platforms and Privacy: Reddit’s growth and new privacy regulations highlight the need for brands to adapt strategies while building trust.

  • Social Commerce Boom: Platforms like TikTok, Instagram, and Facebook are turning into powerful shopping tools, driving more direct purchases.

  • Instagram Threads: This new platform offers fresh opportunities for personal and creative advertising.

How to Stay Ahead in ‘25 with Paid Social 

To thrive in 2025, brands should:

  • Embrace Video: Invest in short-form content that grabs attention and drives action.

  • Be Authentic: Use real, relatable stories and user-generated content to connect with audiences.

  • Leverage New Tools: Take advantage of Meta’s innovations to refine campaigns.

  • Adapt to Privacy Rules: Align strategies with new regulations to maintain trust and compliance.

  • Go Social with Shopping: Use social platforms not just for ads but as direct sales channels.

Paid social media offers more opportunities than ever for brands to grow. By staying flexible and open to change, businesses can turn these trends into lasting success.

If navigating the fast-changing world of paid social media feels overwhelming, Eyeful Media is here to help. As experts in digital marketing, we specialize in crafting strategies that drive real results. 

Whether you’re looking to boost engagement, increase conversions, or adapt to new trends, our team has the tools and expertise to guide you every step of the way. Contact Eyeful Media today and let us help your business thrive in 2025 and beyond.

Taylor Magill-Sterritt