I'm that person who can't go more than 10 minutes without opening TikTok. I love scrolling, stumbling upon random content, crying over stories I didn't ask for, and of course, occasionally watching brand ads... but only when they're done right. I mean, when they connect with me, make me laugh, or make me feel like they've "read my mind."
So far in 2025, these are some of the content trends that are setting the pace on social media, and the best part: they're achievable for any brand or individual if done authentically:
1. User-generated content (real, unfiltered UGC)
UGC isn't new, but it's at its peak today more than ever. What's really working is honest content, shot by real people, in natural light, and with zero production. We want to see how you use the product, in your bathroom, in your kitchen, or from your car. And if you also recommend it with emotion (without sounding like a salesperson), it's a win-win.
How can you get involved? Work with micro-influencers, your clients, or even yourself. Ask them for content in exchange for a product or hold calls for proposals. The key is to make it look natural and feel authentic.
2. Homemade (but creative) reels
Cell phone-shot content, vertical, without post-production effects, is the closest a brand can get to the platforms' native language. Of course, just because it's homemade doesn't mean it's boring. Creativity wins here, not production.
How can you get involved? Use simple transitions, large text, trendy music, voiceovers with a twist (like the narrator's), and hooks from the first few seconds. The important thing is that it feels like it's been done by a person, not a TV commercial.
3. Memes and situational content
Humor still reigns supreme. Memes, sound trends, and current references (such as reality shows, series, or viral news) continue to be a great way to break into the conversation. And yes, brands that dare, win.
How to get involved? Stay aware of the context and act quickly. If something's trending, don't wait two weeks to jump on it. You can also create your own humor, with phrases or situations that represent your audience.
4. Super-specific storytelling (yes, niche content)
We don't want content for "everyone" anymore. We want to see ourselves reflected in what we see. And if a brand speaks to me as if it knows exactly what kind of Tuesday I'm having... I'm in.
How can you join? Segment your content, create pieces that speak to different audience profiles, and don't be afraid to get specific. The clearer the insight, the stronger the impact.
In the end, it's not about following trends just for the sake of following them. It's about finding a way to tell your story from the perspective of your brand, using the formats that work today. Because if 2025 has taught us anything, it's that people want real content that entertains them, represents them, or gives them value.
And if your brand achieves that... the algorithm will do the rest.
By Cecilia Reyes-Esparza