Quick take: Whether partnering with creators or building your own community, prioritize engagement over reach. Look for or make content that sparks genuine discussions and gives people a reason to return beyond just consuming content.
2: The public forum is back
People want environments where they can interact openly with creators and each other. That’s why we’ve seen the rise of platforms that enable niche communities, like Patreon, Discord, Reddit, and Substack. The big social media platforms are taking notice, launching forum-like features such as YouTube Communities and Instagram Broadcast Channels.
TikTok creator Chris Olsen's private TikTok, dubbed "Club Chris," shows a clever approach to this trend. While he occasionally opens it to new followers for a limited time, he has created an exclusive community where he shares secrets and behind-the-scenes insights about his main account while encouraging lively discussions in the comments.
Quick take: Explore community-building approaches that fit your available resources. This could be as simple as creating engaging polls in your Instagram Stories or as involved as launching a Discord server. The important thing is to start somewhere and grow your community strategy alongside your content strategy.
3: The rise of consumer events
Brand trips are getting a rebrand. Gone are the days of VIP-only brand events — smart brands are now inviting their actual customers to experiences, turning loyal fans into authentic advocates. Companies like Refy and Tarte have pivoted to “community trips,” while smaller brands like Fish Wife have created exclusive customer-first pop-ups that hinge on their community’s word of mouth.
2025 social media trends - trend 3 - the rise of consumer eventsImage source: 1, 2
Quick take: Invest in creating experiences that make your real customers feel like VIPs. The authentic content and word-of-mouth marketing will be worth way more than another sponsored post.
Social media content trends
In 2025, content is getting more sophisticated, more narrative-driven, and more community-focused. Here's how brands are leveling up their content game.
