Social Media Trends from 2025

Written By Alicia Vial

As we wrap up the year, we’re taking a look at the social media trends that shaped 2025 and what they mean for local businesses.

This year really reinforced one big idea: connection over perfection. We saw businesses succeed when they focused on authentic content, short-form video and real engagement with their audience. Not chasing viral moments.

Short-form video, like Instagram and TikTok, continued to dominate this year. But what changed is how businesses use it. It is less about trends and more about storytelling: sharing behind the scenes clips, quick tips, employee spotlights or showing the human side of the brand.

Authenticity means audiences don’t expect you to look like a national brand. They want to see real people, real moments and real value. Some of the best-performing content this year was filmed on phones, unscripted and very honest.

AI became a powerful tool. Businesses used it to brainstorm captions, plan content calendars, test ideas and save time. But the brands that stood out still added a human voice. AI can help you work smarter, but authenticity still drives results.

More people are searching for restaurants, services and recommendations directly on social media platforms instead of Google. That means businesses should think about using clear captions, keywords and helpful information – not just pretty visuals – so they’re easier to find.

Also this year, going viral was not really goal anymore. Once of the biggest shifts this year was businesses prioritizing community over virality. Smaller, engaged audiences drove better results than one viral post with no follow-up. Consistency and connection mattered far more.

You don’t need to do everything – you just need to do a few things well. Pick the platforms you can manage consistently, focus on content that feels real and remember that social media is about building relationships, not just posting

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Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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