Fall 2025 social media trends: what’s driving TikTok, Instagram, and more
Social media is one of the most powerful tools businesses have at their disposal, and maintaining a strong presence matters now more than ever if you want to build an enduring brand. However, social media usually changes faster than most of us can keep up. From one day to the next, trends come and go, styles change, and new features keep us coming back for more. While it doesn’t always make sense to jump on all the latest trends, keeping up-to-date on what is popular helps your brand drive better results and engagement.
What’s happening on social media this fall
- New platform features for Instagram
With TikTok potentially facing a ban and the proposal for a U.S.-only version, we have been witnessing the “TikTokification” of Instagram as they blend features from TikTok into the platform. Some of the latest tools include reposts, maps, trial reels, DM scheduling and translation, a Friends tab in reels and reels linking for multi-part content. Most of the features are aimed at making it easy for creators to create and post content and for people to connect with their friends. Instagram even released features making it easy for college students to connect (sound familiar?). Either way, fall is looking promising for creators and brands alike when it comes to driving engagement on Instagram.
- Reels and carousels win fall
Reels remain the strongest driver of reach. Carousels, though, are proving just as valuable for engagement. And, together, they form a golden opportunity: reels capture attention quickly, while carousels keep people swiping and spending time with your brand. It’s a great way for people to engage with and then learn more about your brand. Share a reel with fall insights, news, products or services, and then use carousels to introduce them to your brand or user-generated content.
- Social commerce
Shopping inside apps has been the norm for awhile, making it easier than ever for people to see an ad and purchase the item without even leaving the page. Audiences expect the option to move from discovery to purchase without leaving the platform. Instagram, Facebook, and even Pinterest are streamlining the path from post to checkout, giving brands the tools they need to make social commerce flourish. This fall, businesses that treat their feeds as both storefront and story will win. Get started by highlighting seasonal products (did someone say Pumpkin Spice?), bundle offers, or create holiday gift guides. The easier you make it, the faster people buy.
- Into the community!
Community building, microinfluencers, and user-generated content isn’t optional anymore. Algorithms are rewarding authentic connections, not just viral moments as audiences want to hear from those close to them. This fall, it will be vital for brands to focus on building third spaces, aka spaces outside of work and home where people connect and build relationships. For social media, that means creating online (and offline) communities of private groups, close friends lists, and niche conversations that resonate with a targeted audience. Rather than seeing social media as an opportunity for your brand to go viral, look at it as a tool to build an engaged brand community that fosters belonging and inspiration.
- Dive into seasonal vibes
Fall holds a very special place in the social media world, ushering in warmer tones, seasonal themes, and playful nods to autumn rituals. As long as your brand does it authentically, and not just because, diving into seasonal vibes can deliver a great return! If seasonal vibes do not vibe with your brand, use fall as a frame for other stories you are telling anyway, like user-generated content, behind-the-scenes looks, or checklists.Until you give it a test, you will never know if it resonates with your audience or not.
- Repurposing content across channels
Content creation is time consuming, and it feels criminal to use some of it just one time. This fall, when you’re busy meeting end-of-quarter goals and preparing for the end of the year, repurposing content should be the first thing you do. Start by making long-form content short-form and cutting videos into different video clips. It’s also possible to go the other way by choosing one of the top-performing social posts and making it into a blog or video. When posting on social media, the point is not to duplicate the same content across all platforms, but rather adjust the copy and format to fit the channel. Most likely, your brand has exceptional content that isn’t being repurposed, use fall to dive into it!