10 UK social media trends for 2025

The Imperative of Authenticity

In 2025, UK consumers are demanding more than just polished marketing messages—they crave genuine connections. A staggering 93% believe it's crucial for brands to stay culturally relevant, but prefer sincerity over fleeting trends.

This shift means brands must communicate with honesty and meaning, moving beyond safe campaigns to build real trust. Take Disobey, a UK games marketing agency, which has gained attention with its "no-bullsh*t" approach, proving that transparency resonates. Similarly, Innocent has cultivated a loyal community by consistently aligning its content with core values, not just chasing virality.

Building Trust Through Actions

Offline events, as suggested by experts like Julia Salume, can bridge the digital gap, fostering face-to-face interactions that deepen relationships. Brands that showcase their unique identity and engage in meaningful dialogues will stand out in a crowded market where authenticity isn't just a buzzword—it's a business imperative.

Mastering Social Listening

Social listening has evolved from a supplementary tool to an essential skill for UK marketers. By actively monitoring conversations and analyzing data, brands can gain invaluable insights into audience sentiment, identify emerging trends, and make informed decisions that drive engagement.

For instance, retail brands can swiftly address customer complaints, while financial institutions can protect their reputation by responding to negative feedback. Healthcare organizations, in particular, can use social listening to combat misinformation, ensuring public trust. This proactive approach allows brands to build stronger, more responsive relationships, turning passive audiences into active advocates.

AI and Personalisation: Balancing Innovation with Trust

AI is transforming social media management, offering solutions to creative fatigue by generating inspiration and streamlining content creation. However, its rise comes with a trust gap—53% of UK users are wary of AI in advertising, demanding a balance between automation and human touch.

Tailoring Experiences for Deeper Connections

Simultaneously, personalisation is no longer optional; consumers expect brands to understand their unique needs. Marks & Spencer exemplifies this with personalised social media responses that foster loyalty. By leveraging AI ethically to deliver tailored experiences, brands can combat social media fatigue and increase engagement, but must prioritise transparency to maintain credibility.

Unlocking Social Commerce and Full-Funnel Marketing

Social media has shattered its role as a mere awareness tool, now driving conversions throughout the customer journey. In the UK, social commerce is booming, with platforms like Instagram and TikTok becoming key shopping channels; 56% of users have made purchases directly through social apps.

This full-funnel potential means brands must craft strategies that guide customers from discovery to purchase seamlessly. With 30% of social users planning to increase their social buys in 2025, integrating shoppable features and leveraging user-generated content can build trust and boost sales, making social media a central revenue driver.

Navigating Platform Evolution and Community Building

The UK social media landscape is shifting, with platforms like Reddit surging 47% in reach among young adults, overtaking X as the fifth most popular platform. This highlights a move towards niche, interest-based communities where authentic discussions thrive.

Facebook's Enduring Reach

Despite perceptions of being outdated, Facebook maintains substantial reach with 38.3 million UK users, particularly among older demographics. Brands should not dismiss it but use it for broad awareness campaigns, while also investing in emerging platforms to capture engaged, younger audiences where community building is paramount.

Influencer Marketing in the Age of Skepticism

Influencer marketing remains powerful in the UK, with ad spending forecast to hit £1.04 billion in 2025. However, trust is a major challenge—only 28% of Gen Z trust influencer ads, prompting brands to prioritise micro-influencers and long-term collaborations.

Authenticity is key here; partnerships must align with brand values to resonate. TikTok stands out, with 61% of users recognizing brand involvement in creator content, blurring lines between sponsored and organic. By focusing on genuine storytelling over mere promotion, brands can drive meaningful engagement.

The Fight Against Misinformation

As misinformation spreads online, 94% of UK consumers expect brands to ensure the accuracy of their content, especially in regulated sectors like healthcare and finance. Proactive verification is crucial to maintain trust and credibility.

Brands must commit to fact-checking and transparent communication, turning social media into a reliable information source. This not only protects reputation but also strengthens consumer relationships, positioning brands as responsible leaders in a digitally complex world. By embracing these trends with innovation and integrity, UK marketers can forge deeper connections and drive lasting impact in 2025.