7 Predictions for Social Media in 2025 from Creator Economy Experts

In 2024, we saw social media evolve in many ways — from numerous updates to some platforms (cough Meta) to explosive growth for others (Bluesky!). We’re also watching things like the U.S. TikTok ban, which, as of writing this article, will happen on January 19 if not overturned or paused.

It wasn’t just the platforms that changed — creators also had their moments on social, with some moving to start businesses, some exploring new platforms, and some reaching milestone numbers (Mr. Beast having more YouTube subscribers than the population of the U.S.)

With all the changes on the horizon, it’s safe to say that social media will look a little different in 2025. We asked 11 experts for their thoughts on what would happen in the space this year and found seven common themes across their responses.

Let’s get into it.

Creators and brands will be world-building

Prediction: Creators and brands are moving beyond traditional strategies to create immersive, interconnected ecosystems — what some call the rise of the “cinematic universe” for content.

Lia Haberman, social media consultant and writer of the ICYMI newsletter predicts that 2025 will be the year brands and creators start thinking of themselves as media empires. “Elements like Easter eggs, origin stories, spin-offs, and merch will mimic beloved franchises like Star Wars or Marvel,” she explains.

For example, The Washington Post has created its own “cinematic universe” on TikTok, featuring newsroom characters and serialized content that build its brand personality.

Lia also points to YouTube’s rollout of the “Seasons and Episodes” feature, which will empower creators to develop deeper narratives and storytelling arcs.

Creators like Airrack are already adapting reality-TV formulas like The Bachelor to YouTube, offering serialized, binge-worthy content within the social media framework.

But world-building isn’t just about serialized content or scaling businesses — it’s also about fostering authentic, interactive relationships, leading to the next prediction.

Smaller communities will be prioritized

Prediction: Creators and their audiences will pursue small, exclusive spaces to interact.

Anthony Galasso, Creative Director at AGAIN Interactive, predicts the comments section will become a hub for real-time engagement. “The comments section will become a dynamic space for content creation,” he shares, noting that clever, on-the-spot interactions can spark audience connections that feel authentic and personal.

Similarly, Tameka Bazile, Senior Social and Content Strategist at Elevate Labs predicts a rise in creators retreating to private, lo-fi spaces to connect with their audiences more intimately.

She predicts that “spam pages” or private communities will allow creators to maintain control over their content while building authentic relationships away from the scrutiny of brand partnerships. Features like Instagram Broadcast Channels and Substack's chat channels reflect this shift toward private, curated interactions.

Additionally, Buffer’s social media manager, Lindsay Ashcraft, highlights a broader trend: people seeking private communities where they feel comfortable participating. Platforms like Discord and Substack are becoming go-to destinations for these controlled, personal interactions. “Exclusive environments allow creators to foster deeper engagement without the pressure of larger, public audiences,” Lindsay explains.

The rise of AI in content creation (and all the challenges that come with it)

Predictions: Platforms will continue making big bets on artificial intelligence (AI profiles on Instagram, anyone?), but the road to adoption won’t be without bumps.

Matt Navarra, founder of Geekout, a newsletter and community for social media pros, already correctly predicted Meta’s push towards AI as the platform kicked off the new year with AI character profiles sharing content users can interact with. And as he also predicted, there has been backlash as users wonder who and what this push is for. He also predicts that the backlash may force Meta to offer users more control over their feeds in the direction of platforms like Bluesky.

In the same vein, Matt predicts that brands will face challenges with AI in 2025. “Over-reliance on AI for content creation and engagement, or a lack of transparency about its use, could lead to customer backlash,” he predicts.

However, there’s a light at the end of the tunnel. Matt shares that, “..the rise of native AI tools within social media platforms will empower social media managers and creators. These integrated features will streamline workflows and reduce reliance on external AI tools.”

Short-form video will continue to dominate

Prediction: 2025 is set to see the influence of short-form video continue to grow across platforms — even in spaces previously dominated by long-form or static content.

LinkedIn: the hub for B2B short-form video

Adrien Lemaire, Content Manager at Narratempo, identifies LinkedIn as an emerging hub for short-form video, particularly in the B2B space. With 24% of LinkedIn’s audience now comprising Gen Z, the demand for fast, engaging content is driving change.

Adrien predicts that talking head (face-to-camera) videos and repurposed snippets from webinars or podcasts will thrive on LinkedIn’s new short-form video feed, offering businesses a way to connect with younger, time-strapped audiences while maintaining authenticity.

Lindsey Gamble adds that LinkedIn’s commitment to video-first content will accelerate in 2025. He anticipates that enhanced editing tools and expanded analytics will empower creators and brands to optimize content, leading to a surge in video-first campaigns on the platform.

YouTube Shorts: the platform to watch

Jack Appleby, creator of the Future Social newsletter, predicts YouTube Shorts will become a key platform for short-form video strategies in 2025. “YouTube Shorts will become an extension of brands’ TikTok and Reels strategies,” he predicts.

Jack also highlights how Shorts uses the same creative formats as competing platforms while benefiting from YouTube’s powerful search engine. This relationship is vital for brands (and creators) who can repurpose their short-form content across platforms, ensuring maximum visibility and engagement.

Visual storytelling as a differentiator

Buffer’s social media manager, Lindsay Ashcraft, foresees visual storytelling becoming a differentiator in short-form content. “There’s a growing space for creators to stand out with dynamic visual edits,” she says.

Platforms like Instagram and YouTube Shorts will reward creators who innovate with unique, aesthetically driven storytelling techniques within the short timeframes.

LinkedIn will be a major player on the influencer frontier

Prediction: LinkedIn will be a dominant force in the creator economy in 2025, redefining its role from a professional networking platform to a creative hub for individuals and brands alike.

LinkedIn as a creator economy hub

Laura Wong predicts LinkedIn will cement its position as a leader in the creator economy. “LinkedIn will dominate as a creator economy hub,” she shares, emphasizing its growth as a platform where professionals can also thrive as creators.

Employee-generated content

Tameka Bazile foresees LinkedIn’s growth will be fueled by corporate creators leveraging the platform for brand partnerships and authentic connections. “Executives, employees, and in-house creators will play pivotal roles in establishing trust for brands,” she explains. This shift aligns with LinkedIn’s push toward blending personal and professional content.

Buffer’s social media manager, Lindsay Ashcraft, highlights the potential of employee-generated content (EGC) for expanding brand awareness. “Brands can extend their reach tenfold by tapping into employee networks,” she says. However, she also sounds a note of caution: maintaining authenticity will be critical to success.

Video leads to more brand partnerships

Lindsey Gamble, creator economy expert and consultant, builds on this by highlighting LinkedIn’s focus on video-first content and influencer marketing. “LinkedIn will push for video-first content,” Lindsey predicts, pointing to the platform’s introduction of enhanced editing tools and analytics as key drivers.

Callie Schweitzer, Head of Scaled Programs at LinkedIn, shares that video uploads on the platform are up 34%, with total video viewership rising 36% in the past year. She emphasizes that simplicity and experimentation will be key for creators exploring video content in 2025.

This shift toward video will make LinkedIn more attractive to creators and position it as an essential platform for brands launching influencer campaigns.

Jayde Powell, a social media consultant and creator, is already seeing success with influencer partnerships on LinkedIn, earning over $40,000 from sponsorships in 2024. “In 2025, we’ll see brands partnering with creators more than ever,” she predicts.

We’ve already seen this start coming to pass with Notion’s explosive “Notion Faces” partnership that kickstarted their 2025 marketing, which included creators like Jayde and Snoop Dogg.

For creators and brands, it’s no longer just a “nice-to-have” platform — it’s necessary to stay relevant in the digital age.

Platforms will become their own ecosystems

Prediction: In 2025, social media platforms will evolve into all-encompassing ecosystems where creators and brands can manage everything from content creation to audience engagement without leaving the platform. This consolidation aims to streamline workflows and increase user reliance on native tools.

Meta’s growing ecosystem

Matt Navarra highlights Meta’s ambitious AI push as part of this shift towards platform ecosystems.

“Meta’s AI tools aim to reduce reliance on external software,” he explains, suggesting that platforms like Facebook and Instagram are moving to provide everything creators and social media managers need under one roof. This shift simplifies workflows and reinforces Meta’s dominance by keeping users within its ecosystem.

Laura Wong, a former product manager and current business owner, points to Threads as a critical piece of Meta’s interconnected strategy. “Threads’ growth and its integration with Facebook and Instagram signal Meta’s move toward a more cohesive ecosystem,” she shares. By allowing seamless transitions across their different platforms and leveraging network effects, Meta creates a unified experience that benefits creators and users.

LinkedIn: the platform for professionals

Meanwhile, Lindsey Gamble observes that LinkedIn is also transforming into a more comprehensive ecosystem. He points to its evolving video tools and analytics as signals that the platform is enhancing its value for creators, brands, and marketers.

“LinkedIn is becoming a platform where creators can plan, produce, and analyze their content all in one place,” Lindsey explains. This integration of features, from enhanced editing tools to deeper analytics, positions LinkedIn as a go-to destination for professionals seeking robust content management capabilities.

Rather than serving as standalone spaces for specific functions, social platforms are becoming all-encompassing environments designed to retain users and meet their end-to-end needs. In 2025, creators and brands will find new opportunities — and challenges — in navigating these consolidated digital landscapes.

Creator business models will evolve

Prediction: The creator economy is growing up, and in 2025, creators will move beyond being solo entrepreneurs into building structured, scalable businesses.

Creator economy expert and writer of the Communiqué newsletter, David Adeleke, predicts that creators will increasingly adopt a “celebrity playbook,” forming teams and companies around their work.

“Creators will form businesses and teams to professionalize and scale their content operations,” he shares.

This evolution will see creators scaling their operations, engaging audiences across multiple touchpoints, and expanding their influence through offline events.

In 2025, it won’t be enough to produce content — creators will need to think like entrepreneurs, building teams, innovating their approaches, and scaling their businesses to thrive in an increasingly competitive landscape.