Hootsuite recently released its social media predictions for 2025, and the outlook for next year is shaping up to be quite different—especially when it comes to content. From scheduling to posting, the focus is shifting toward a more impactful approach: blending creativity with entertainment.
Who doesn’t love entertainment? Entertainment content has been gaining popularity as audiences seek out funny and engaging material, with 64.8% of Instagram users showing a preference for this type of content, according to Sprout Social. According to Hootsuite’s Social Media Trends 2025, brands are embracing boldness and taking risks to make their content stand out like never before.
What’s Going to Change Next?
In 2025, content is expected to be more entertaining than ever, with brands pushing their creative potential to make it entertaining for audiences. Beyond entertainment, brands will also focus on connecting with their audience in a more casual, relatable way, which is interacting just like any other user would in everyday online conversations.
Creative freedom over consistency
Unlike the conventional approach where brands maintained a consistent voice, tone, and personality, Hootsuite predicted that inconsistency, boldness, and creativity would take the lead. While it may have seemed like brands were playing it safe, the reality is different.
According to the report, 24% of brands are embracing risk, steering their content toward entertainment rather than playing it safe with less creative approaches. For them, this is what makes it engaging since engagements mean more followers, and profits are getting in too.
Why this makes sense: When a brand has maintained its consistent image, appearing with different voices and personas on social media will make the brand stand out. Being unpredictable might be the secret to capturing attention, especially when used strategically to shake things up and engage the audience.
Joining conversations naturally with other users
Many brands are also taking the initiative to connect with their audience by engaging with them directly, not just by replying to comments on their own posts but by joining conversations elsewhere. What does this mean? Many brands are starting to pop up on other people’s posts or even brands.
According to Hootsuite’s report, engagement increases by 1.6 times when the owner of the content replies to brands. Therefore, brands must adopt a strategic approach to encourage content owners to interact with them, as this significantly boosts engagement.
Here are some tips from Hootsuite on how to comment or reply to comments better. They said one should comment within less than 24 hours, not older than that. Also, comments length should be 10 to 99 characters and it should not contain only emojis. It can be a little tricky but what is the most important thing is that it should sound authentic and natural, not too formal and robotic.
What’s Going to Stay the Same?
Even though some things are changing in delivering and engaging with content, there are also things that will always remain the same. It is like the basic ingredients which are essential for a successful brand strategy. This includes factors like how authentic the brand is, its ability to connect with its audience, and its consistency in delivering value.
Consistency
While consistently creative posts create a significant positive impact for brands, it is still important for other posts to maintain a regular schedule. This frequency remains relevant, as algorithms on platforms like Instagram and Facebook favor accounts with consistent posting.
However, if these platforms don’t favor this type of consistency, the future might even be entirely changing. Since it is not changing, brands must stay consistent in not only their content but also across various aspects, such as tone, engagement, and brand presence.
Relevancy
If it is not relevant, then it does not matter. Brands that continue crafting content that resonates with their audiences will remain impactful. This way, the audience will more likely recognize the brands and remember what they offer. Otherwise, brands that sell clothing but suddenly talk about tech gadgets will be confusing. But of course, if they are doing giveaways on winning tech gadgets, then why not? As long as the content remains relevant to the brand and the audience, then it makes the connection stronger.
Conclusions
Hootsuite’s predictions for social media trends in 2025 show that brands will need to adjust to changing audience preferences. By focusing on creativity and entertainment, they can move away from old methods and connect more deeply with their followers.
While posting regularly and staying relevant are still important, the trends for next year encourage brands to be bold and try new things. By taking risks and engaging creatively, brands can grab attention and build stronger relationships with the audience.
For next year’s social media trends, visit Hootsuite’s full report.
