Consumer Trends on Social Media in 2025

Read Time: 1 Minutes 27 Seconds

Hey — Ryan here.

In today’s edition we’ll be covering:

• 3 video styles dominating consumer in 2025

• Why creator-led content works

• Proven formats you can try today to grow your brand

So…

We’ve analyzed the top-performing creators and brands on social media this month,

and we’ve identified 3 video styles that creators and brands like Donovan, The Corner App, and Smashd are using to drive insane organic reach that you can steal

Let’s get into it.

Style #1: Creator-Led Content

Creator-led content has been trending all over social media

Both B2C and B2B brands need to put a ‘face to the name’ to build real trust

1.1M Views off of one video only 2 months into making content…crazy

donovann.io

89K followers

View more on Instagram

Oh, and there’s more

Like this one that received 431K views

And this one with 271K views

The best part?

Anyone with an iPhone and a business idea can do it in a couple hours:

It’s raw, it’s real, and if you’re either early in (1) your content creation or (2) your business journey it’s a great way to start

There’s two things that they all have in common:

(1) Shock Factor and (2) Vulnerability

Why it works:

• Conflict: In any great story (movies, TV, you name it), conflict is a major element that creates suspense to keep you watching (here’s why)

• Authenticity: By being transparent about your problems you’re showing a side of you that makes you relatable and builds trust

• Buy-In: Every single one of these videos served as the introduction of the journey they’re about to embark on, motivating you to follow along

Style #2: Who, What, Why

Trends comes-and-go, but your personal story and everything that make you ‘you’ doesn’t.

thecornerapp

22K followers

View more on Instagram

Just look at the comments:

This is the secret to building a cult-like community

It’s not a secret hack, it’s not a ‘perfect’ content format, and it’s definitely not spending thousands on macro influencers

I made a video that got over 123k views on this exact same topic (link here)

Organic content is the most important distribution channel in 2025

Here’s why:

• Low Cost: Social media is by far the cheapest way to access a large audience for every consumer brand

• Relationship Building: Short-form content allows you to connect one-to-one with every viewer

• Content Flywheel: Once you identify what’s working you have the freedom and ability to double down at scale

Style #3: Raising the Stakes

This strategy grew @Drinksmshd to 500k followers in 6 months…

drinksmashd

405K followers

View more on Instagram

It all started with a challenge:

For Nicole to hit 500k in 2 months 

And if she didn’t, she’d get fired 

It was one bold challenge, a ticking timer, and a huge bet she was willing to take

By raising the stakes she was able to build suspense which makes the story way more exciting

Why it works:

• Suspense: She brings the viewers on an ambitious journey which creates a full on movement around Smashd

• Episodic Content: This style of content ‘breaks the algorithm’ by developing deep buy-in from the audience to want to follow/stay tuned for the entire series (similar to how Netflix reels you in)

• Repeatable Idea: Eliminates the burden of worrying about the video concept since the overarching theme guides every idea

Thanks for showing up this week. We’ll see you in the next :).

Sincerely,

Ryan