📲Social Media Trend Report - February 2025

Hello!

It’s Melissa here with a recap for the month of January. Can you believe that it’s already the end of the first month of 2025? Crazy!

There are some social media shifts that I’m really happy to see happening, and I hope you are too.

I’ve put this together so you can get a quick glimpse of all the shift and changes that I am seeing in real time. I know it can seem like a lot of information at one, and I hope you won’t feel overwhelmed.

Know that we are here to hold your hand (figuratively :) and help you along the way.

🖊️Return to Long-Form Content

The continued growth of platforms like Substack highlights audiences' increasing appetite for in-depth, thoughtful content. Writers and creators are finding success with longer articles, detailed topics around their writing research, and serialized content that goes beyond surface-level engagement. This trend represents a notable shift from the brief, quick in-take content that has dominated social media for years.

Is there a rise in social media fatigue? Time will tell.

📺Long-Form Video Dominance

While short-form video maintains its presence, there's a marked shift toward longer video content across platforms. This evolution is characterized by:

• Extended video length capabilities on TikTok and Instagram

• In-depth storytelling and narrative-driven content

• Increased audience engagement and watch time

• Growing integration between short and long-form video strategies

❤️Rise of "Un-selfish" Content

A significant trend this month has been the growing popularity of "un-selfish" content - authentic, unpolished moments that capture real life rather than carefully curated presentations. Users are increasingly sharing content that shares a slice of their life, but it a way that adds value to their audience.

😊Content Authenticity

The desire for authenticity continues to shape content creation:

• Emphasis on raw, unfiltered content over polished corporate messaging

• Increased use of live streams and behind-the-scenes footage

• Focus on behind-the-scenes and genuine customer experiences (aka your readers)

• Day-in-the-life videos gaining prominence

⌚Social Listening and Reactive Content

Brands are leveraging advanced social listening tools to tap into real-time conversations and trends, resulting in:

• More responsive and timely content creation

• Enhanced customer service and engagement

• Data-driven decision-making for content strategies

• Improved understanding of audience preferences and behaviors

You can also use this your advantage to become part of the conversation of whatever topics are dominating on socials. Note - just be mindful to be thoughtful and not reactive. You do not need to weigh in on every trending topic.

🫂Community-First Approach

Organizations are prioritizing community building over traditional influencer partnerships. This shift involves:

• Creating exclusive, membership-based content experiences

• Fostering intimate, engaged communities through private groups

• Focusing on quality interactions rather than follower counts

• Building subscription-based platforms for dedicated audiences

This is exactly what we will teaching you here at The Austen Pathway. It’s all about the steady growth of your reader community to build your brand.

🚫🫷Zero-Click Content

Platforms are increasingly rewarding content that delivers value without requiring users to leave the native environment:

• Reducing reliance on external links (This means linking to your books in your post can potential see you reach limited)

• Adapting to users' preference for in-platform content consumption

Platform-Specific Trends That Are 🔥 Right Now

YouTube Shorts

• Growing importance in brands' short-form video strategies

• Leveraging YouTube's powerful search engine for discoverability

• Seamless integration with long-form content strategies

• Enhanced monetization opportunities

Newsletter Platforms

• Substack continues to see strong growth in both creator and subscriber numbers

• Writers successfully monetizing through paid subscriptions

• Multi-media newsletters combining text, audio, and video gaining traction

Emerging Platforms

• Rise of "Silent Social" platforms focusing on intentional connections (a social media platform where users primarily consume content without actively posting or engaging much

• Reduced overwhelming engagement requirements

• Brands exploring new platforms to optimize resources

• Focus on active audience engagement over passive consumption

Traditional Social Networks

• Emphasis on authentic, unfiltered content

• Increased engagement with longer video formats

• Growing preference for private or small group sharing

• Decline in heavily edited, promotional content

🔮Looking Ahead

As we look at early trends for 2025, I’m seeing a clear shift toward more meaningful, authentic engagement across all platforms. The combination of advanced social tools, community-first approaches, and the emphasis on genuine content suggests a shifting social media vibe where value and authenticity will matter more and more as you work to build your brand.

The rise of zero-click content and platform-specific optimization indicates that brands and creators will need to become more sophisticated in their approach to social media, focusing on delivering value within the constraints and opportunities of each platform while maintaining authentic connections with their audiences.

So how are you feeling after this recap?

Excited for the return to long-form and authentic content or overwhelmed at the thought of creating content at all.

Make sure you subscribe to continue to get recaps as well as the mindset, strategy and skills to create a sustainable creative business that stands the test of time.

We have created The Austen Pathway to help guide you. Your path. Your way.

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