We asked 11 experts for their social media predictions for 2025 – here’s what they had to say.
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.
The U.S. Court of Appeals for the D.C. Circuit on Friday sided with the Justice Department, which argued that the U.S. government has the authority to ban TikTok based on the national security risk that the Chinese government could pressure TikTok to expose Americans’ data or influence what they see. TikTok’s parent, ByteDance, is based in China.
Want to get more views on Instagram but don’t know where to begin? Here are 14 no-fluff, actionable ways to increase your Instagram reach.
Instagram reach can seem like magic. How do some creators get tons of views while others rarely see it? And why do some quick, spur-of-the-moment posts seem to get more views than others you spend hours creating?
It’s not all smoke and mirrors. In this article, we’ll share 14 ways to get more views and increase reach on your Instagram content.
What does 'Instagram reach' even mean?
Instagram reach is the number of unique people who view (and hopefully interact with) your Instagram posts. You can track Instagram reach for a single post, for your Instagram profile, or for a social media campaign. Along with the number of unique visitors, you also get insights into the demographic of the people who saw your post or profile.
This reach can be organic or paid. Organic is when the Instagram algorithm shows your posts to similar audiences. Paid reach is when you purchase Instagram ads to sponsor your content — it has a “sponsored” or some other CTA label attached to it.
Jade Beason, creator coach, and digital marketing expert, says the biggest myth is believing paid reach is the same as getting organic reach.
“When you reach people organically, you’re a lot more likely to not only reach your right audience but also hold their attention. This is because people tend to ignore paid ads more than they do organic content.”
In this article, we’re exploring ways to boost your organic Instagram reach.
What is Instagram reach rate?
Instagram reach rate is the percentage of followers who see your Instagram post. Unlike Instagram reach, it’s unique to your followers only and doesn’t include non-followers who view your post.
Instagram reach rate is calculated as: (Total reach / Number of followers) * 100
For example, if your reach is 500 and you have 5,000 followers, your Instagram reach rate is: (500/5000)*100 = 10 percent.
What is a good Instagram reach?
The right answer? It depends — on your profile and the type of Instagram post you’re evaluating. Let’s look at some data.
A comprehensive list of both paid and free video editors, breaking down what makes them unique and who they’re a good fit for.
There’s no two ways about it: video is the way people prefer to consume content in 2025. Buffer’s data shows that when it comes to social media platforms video outperforms every other type of content by a landslide — and that’s on all platforms.
Whether you’re a social media marketer, content creator, or influencer, video content should be a key part of your growth and marketing strategy.
Of course, that’s easier said than done. Video creation requires a lot more input (though the proof really is in the pudding).
Often, the biggest hurdle to overcome is video editing — but in 2025, there’s really no reason to let this block you.
Thanks to the incredible variety of free video editing software options on the market, editing your videos is now easier than ever. Thanks to templates, transcript editing, AI, and a host of other nifty features, editing your videos can now be — dare I say it? — fun!
With all that in mind, here’s a guide to the best video editing software for creators, marketers, and small business owners.
I've curated separate lists of paid and free video editors, though, in many cases, the tools offer both limited free versions and more feature-rich paid versions. Only the tools with substantial free offerings are included in the free video editing software list.
Many of these tools also come with advanced features that cater to both beginners and professionals, so there's a suitable option here no matter your skill level. Let's dig in.
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Give your videos the best possible chance of success — schedule them videos across multiple platforms, including TikTok, YouTube, and Instagram, in one go with Buffer. Here's how →
Best free video editing software
Most of the video editors in this list do have paid plans that come with additional benefits, but they made this list because their free plans are comprehensive and powerful — so you don’t need to spend a cent to use them.
Some of these tools are completely free, offering a full suite of features without any restrictions or watermarks.
Social listening is the art and science of monitoring what your buyers and potential customers are saying about. Here are the six best tools that make this job easier.
Social listening is the art and science of monitoring what your buyers and potential customers are saying about:
Your brand
Your competitors
Topics related to your product or service
Staying “in the know” about all these simultaneously is no easy feat. This is where social listening tools come in. They help you monitor brand mentions on major social media platforms, identify emerging trends in your niche, and package these online conversations into actionable insights for your social media strategy.
In this article, I’ll share a list of six social listening tools (with alternatives) to help you choose the best software for your needs.
Quick summary of the 6 best social listening tools
Click on one of the tools below to jump to a section, or scroll for a big-picture overview in the table.
AnswerThePublic
Exploding Topics
SparkToro
Mention
Brand24
Brandwatch
Social listening tools
Best for
Price
Top features
Alternatives
AnswerThePublic
Affordable social listening
Free for 3 searches/day. Paid plans from $5/month for 100 searches.
Understand audience search behaviors.
Supports platforms like Instagram, TikTok, YouTube, and more.
Organize and present research using high-res images or export as CSV.
An inside look at how the Instagram algorithm works for the feed, Explore pages, stories, and reels, the ‘signals’ that impact them most, and how to make them work for you.
The first rule of the Instagram algorithm means understanding that there is no single algorithm.
In fact, according to a blog post shared by the Meta-owned platform, “a variety of algorithms, classifiers, and processes, each with its own purpose,” ensure that IG users see the content that most interests them.
“We want to make the most of people’s time, and we believe that using technology to personalize everyone’s experience is the best way to do that,” Head of Instagram Adam Mosseri wrote in the update.
Now, a “variety of algorithms, classifiers, and processes” may sound a little confusing, but fear not — it’s not quite as intimidating as it sounds.
In this article, I’ll break down exactly how the platform ranks content and share tips for increasing your chances of getting your Instagram content in front of more people.
In short: Everything you need to know about the Instagram algorithm/s.
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Need Instagram help? Buffer helps you grow your following and boost engagement with planning, scheduling, and analytics tools. Get started for free →
Different parts of Instagram are ranked by different algorithms
You’ll find a lot of opinions about how certain types of content are ranked higher on the platform than others.
A popular one: “Instagram Reels perform better than feed posts.” While that may be true in some cases (I’ll unpack why down below), statements like that give the impression that new posts and reels are weighed against each other by a single algorithm, and reels are given a leg-up — which is not true.
Instead, reels and the feed (and Instagram Stories and Explore) are all controlled by a different algorithm. Why? People’s behavior tends to differ in different areas of the app. “People tend to look for their closest friends in Stories, use Explore to discover new content and creators, and be entertained in reels,” Mosseri explains.
In this article, we explore everything you need to know about the ideal length of Instagram Reels and other Instagram content – according to the team themselves.
If you’re not an experienced content creator, it might be difficult to determine the best length for Instagram Reels to get the best results. And knowing the ideal number isn’t everything – your metrics might tell you something entirely different.
In this article, we explore everything you need to know about the ideal length of Instagram Reels and other Instagram content – according to the team themselves.
How long can Instagram Reels be?
Instagram Reels can be anywhere from 15 seconds to 3 minutes in length. Previously, Reels were capped at 90 seconds, until Instagram increased the length of video uploads in January 2025.
"We’ve heard a lot of feedback from a lot of you creators out there that 90 seconds is just too short," Instagram head Adam Mosseri said in a video, "So we’re hoping that upping that limit up to three minutes will help you tell the stories that you really want to tell.”
Technically speaking, you can upload videos as long as 15 minutes on Instagram. However, Instagram sets very clear boundaries for how long a reel should be to perform well (this is an important caveat).
When filming a video within the Instagram app, users can choose from various specific durations —15 seconds, 30 seconds, 60 seconds, and 90 seconds. Everything from the reel templates to the ideas you’re shown all cap at the 90-second mark, and you won’t be able to film additional clips. (At the time, of writing, the 3-minute update had not yet rolled out to all users.)
But while you can’t make reels longer than 90 seconds within the app, you can upload longer videos than the available time limits in the content uploading section of your app. The video will just be cut off after the allowed time elapses.
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Plan, organize, and schedule your Instagram Reels with Buffer. Here’s how →
Once you’re done editing your video, add eye-catching graphics, a call-to-action (CTA), and hashtags to increase your content’s discoverability in the Instagram feed.
Instagram Edits is going to be a pretty powerful app for creators. Here’s a look at all the features Meta teased in their strategically timed announcement.
Meta has announced a new mobile video editing app called Edits, which will be available in app stores in February 2025.
The announcement comes hot on the heels of ByteDance's CapCut temporary removal from major app stores as part of the TikTok ban, leaving creators scrambling for alternatives.
The timing is no coincidence, of course. Meta has a history of making strategic moves to fill market gaps. Remember when they launched Instagram Reels right after TikTok's ban in India? Or how Threads emerged as X (formerly Twitter) was going through changes?
Still, the news will be a welcome surprise to Instagram Reels creators — particularly since it looks like it’s going to be a pretty powerful app!
Instagram head Adam Mosseri shared some interesting details about the app on Instagram and Threads — along with a video he actually filmed in Edits.
I’ll be honest: even though I’m a bit of a CapCut fan, I’m pretty excited about everything Mosseri has teased so far.
Here’s a look at everything we know about the new video editing app (watch this space — I’ll update this article as soon as I’ve had some hands-on time with Instagram’s Edits!).
After a period of inaccessibility for users in the United States, TikTok has started restoring its services.
Uncertainty is an understatement when it comes to TikTok's future in the United States.
After users in the U.S. were unable to log in to TikTok the day the TikTok ban took effect, TikTok restored its service the following day. After which, the White House issued an executive order on January 20th, 2025, granting a 75-day extension to delay enforcement of the TikTok ban and pursue a deal involving a U.S. ownership stake in ByteDance, TikTok's parent company. The 75-day extension will give ByteDance until April 4th, 2025 – when the extension is set to expire – to divest ownership of the company.
The legal situation between TikTok and the U.S. is still unfolding. As it stands, TikTok is available in the U.S., and Buffer users with TikTok connected to their accounts should be able to post as usual. If that is not the case, please reach out to our team.
Several legal factors are in play, so we expect this situation to evolve over the coming weeks. We will continue to update this blog post and inform Buffer users of any changes that may impact their Buffer accounts.
The TikTok ban and your social media strategy
If you work in social media, it’s nothing new to adapt and change your strategy based on the ever-changing algorithms and the rise and fall of social networks. (Who else was on Vine? 🙋🏻♀️) But, of course, we wish you didn’t have to.
TikTok has become one of the most widely used social media platforms, with over 170 million users in the U.S. alone, and is credited with impacting trends and cultural shifts.
Though the TikTok ban is expected to be temporary, it's a great time to consider expanding and diversifying your social media strategy.
The good news is that you've already done most of the work if you've been consistently creating video content for TikTok — our data shows that video is far and away the best type of content on all social media platforms for reach and engagement.
Instagram Reels and YouTube Shorts are the most similar to TikTok, and Facebook Reels is also a promising channel to explore. LinkedIn, too, is expanding its video features, so you may want to look there as well if it makes sense for your target audience.
TikTok being unavailable in the U.S is also an unfriendly reminder of the importance of growing an audience on the platforms and services you have more control over. It’s a good time to keep your website
Whether you’re dreaming of becoming the next big TikTok star or building a meaningful community on LinkedIn, this plan will get you started.
There’s a bit of a misconception that it’s “too late” to get started as a creator in 2025. Sure, the TikTok boom of 2020 is behind us (RIP days where videos of your sourdough starter got 10K views), but that doesn’t mean you’ve missed the boat.
For one thing, it’s probably never going to be as easy as it is right now, ever again. The space is crowded, but it’s only getting more so. And another: there's still plenty of room for authentic voices to make their mark.
"Your voice and your perspective matter," says creator and marketer Aarushi Singh. "There's room for everyone in the creator economy, and the world needs more passionate people sharing their knowledge and creativity."
Plus, you’ve got a secret weapon — the tried-and-tested advice of successful creators who have been there, done that, and got the blue check (or Top Voice badge). I spoke to several of my favorite creators across platforms and asked them, with all their years of experience (and cross-platform followings), what they would do differently if they were starting from scratch today.
And they had some fascinating insights to share.
Armed with their wisdom, Buffer’s data, and my own experience as a creator, I’ve pulled together this step-by-step guide.
So, whether you're dreaming of becoming the next big TikTok star or building a meaningful community on LinkedIn, I've got you covered.
Let’s start building your plan — and your following.
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P.S. You’ll find a little ‘worksheet’ at the bottom of this article you can copy and paste into your notes tool of choice.
1. Find your ‘why’ — and write it down
What is motivating you to start building your presence on social media? Setting an overarching goal will help you get clear on your audience, content, and more. On top of that, it’s a useful north star to revisit when you need some motivation to stick to your plan.
Gina Sapién, a marketer who grew her LinkedIn following to over 10K in just six months in 2024, says this is one of the most important pieces of the puzzle.
“What’s your main reason for creating content? Are you growing a brand, closing deals, landing a job, or something else? Your strategy will depend on this.”
She cautions against setting a goal like ‘get follow
Here are 4 promising TikTok alternatives that offer exciting opportunities for creators to grow, experiment, and thrive.
With all the uncertainty surrounding the TikTok ban (which is on pause as of writing this article), creators who have built massive followings on the platform are understandably concerned about what the future holds. TikTok has been a game-changer for short-form video content, helping countless creators reach new heights in their careers, connect with global audiences, and even turn their passion into a full-time income.
However, as the possibility of a ban looms, many creators are taking proactive steps to secure their futures by exploring other platforms. One popular strategy involves directing their followers to alternative networks using links in their bios, ensuring they can stay connected no matter what happens.
While TikTok is undeniably unique, the good news is that there are plenty of promising alternatives that offer exciting opportunities for creators to grow, experiment, and thrive. Whether you’re looking to diversify your presence, repurpose your content, or explore new ways to connect with your audience, here are four platforms worth considering for your content creation journey.
YouTube Shorts
Best if you want to explore long-form video
YouTube Shorts has been one of the most talked-about TikTok alternatives, and for good reason. With billions of active users already on the platform, Shorts taps into a massive audience base while giving creators the familiar short-form video experience.
How does YouTube Shorts compare to TikTok?
Videos up to 3 minutes long, shorter than TikTok’s 10-minute limit but long enough for most content types.
Access to a massive library of music and sounds comparable to TikTok’s offerings.
Shorts integrates seamlessly with YouTube's existing features, like playlists and long-form videos, which can help creators repurpose their content.
YouTube Shorts has a clear monetization path, with ad revenue sharing and opportunities to earn through affiliate links.
