Social content shifts to quality over quantity

Social media is always evolving, and it has turned a corner. It is no longer just a place to post updates or run ads. Now, it is where culture is created, communities are built, and brands are either elevated or forgotten. With billions of users and an ever-evolving landscape, staying relevant means understanding the shifts shaping the space.

Here’s a look at the key trends defining social media this year, based on insights from Sprout Social’s 2025 Content Benchmarks Report.

1. Less is more – shifting to quality over quantity

Gone are the days of posting just to stay visible. In 2025, brands are scaling back on volume and focusing on high-quality, high-impact content. The average number of posts per day is decreasing across platforms, as marketers prioritise storytelling, creativity, and relevance over frequency. This shift reflects a broader understanding: audiences are overwhelmed, and attention is earned, not assumed.

2. Short-form video still dominates

TikTok, Instagram Reels, and YouTube Shorts continue to lead the charge. But it’s not just about being on these platforms. It’s about mastering the art of capturing the user’s attention - that scroll-stopping moment. The first three seconds are critical, and brands that can deliver value, humour, or emotion quickly are at the forefront. While short-form video remains the most engaging format, it’s evolving. We’re expecting more interactive elements, AI-enhanced visuals, and creator collaborations to come in 2026.

3. Community is the new metric

Engagement is no longer measured just in likes and shares. In 2025, the real value lies in conversations, comments, and community building. Brands that foster genuine dialogue - whether through DMs, comment threads, or live sessions - are seeing stronger loyalty and long-term growth. Social media is becoming more intimate, and audiences are gravitating towards brands that feel human, responsive, and real.

4. AI is everywhere but authenticity always wins

AI-generated content is now a staple in many social strategies, from automated captions to AI-edited videos. But while AI helps scale content, it is authenticity that drives connection.

The most successful brands are blending automation with a human touch, using AI to enhance creativity, not replace it. Transparency, relatability, and storytelling remain the foundations of trust.

5. Platform identities

Each platform has its own identity and understanding the tone, tempo, and expectations of each platform is more important than ever.

• Instagram leans into visual storytelling and creator-led content
• LinkedIn is a hub for thought leadership and professional authenticity
• TikTok continues to be the epicentre of trends, humour, and cultural commentary
• Threads and X are battling for real-time relevance and niche communities

We are seeing more and more brands change their approach to social media. Rather than trying to be everywhere, brands must work to be intentional, insightful, and in tune with their audience. As the digital landscape continues to evolve, one thing is clear: the brands that thrive will be those that listen, adapt, and engage with their audiences.