Consumer Trends on Social Media in 2025

The go-to formats for top brands using Creator Marketing

July 06, 2025

Read Time: 1 Minutes 27 Seconds

Hey — Ryan To here.

In today’s edition we’ll be covering:

  • 3 video styles dominating creator marketing in 2025

  • Why these trends works

  • And real-life example you can use to grow your brand

So…

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

and we’ve identified 3 strategies that Haus Official, Baxate Carter, and Mr. Beast are using to drive insane organic reach that you can steal

Let’s get into it.

Style #1: Raw Head Talking Videos

What most creators and brands get wrong is thinking ‘simple’ means bad

The reality is that great content all comes down to the idea

This format is so so simple yet it’s getting high engagement in an authentic way

Check out this video from @lukaspakter that got 302k views

He treats his videos like a Facetime call with a close friend:

Or @baxate_carter with over 138k views on this video

Talking about not pursuing a PhD for a more entrepreneurial path in startups

Why this works:

  • Authentic: It’s raw and real. In a world of overly produced content, that’s refreshing

  • Connection-based: You’re build a true connection with your audience. So if they enjoyed one video, your face alone becomes the attention grabber for the next

  • Repeatable: By far the easiest content style that anyone with an iPhone can create

How to replicate it:

  1. What kinds of topics would you talk to a close friend about?

  2. In what tone would you talk in?

  3. And in what setting would you take the call?

Style #2: Challenge-Based Videos

If the world’s largest creator @mrbeast is doing it you need to pay attention…

Challenges keep viewers hooked ‘til the very end to see the final result

It’s a perfect format to increase retention in less than 60 seconds

Even college students like @alson.changed are crushing this format

281,000 views in one video…

Why this works:

  • Retention: Viewers watch until the end of the video to find out the final result leading to higher retention

  • Suspense: This create suspense in the audience’s mind keeping them on the edge of their seats from the very start

  • Build Up: Every single second gets more and more exciting, helping build up hype for the overarching story

Style #3: Sandwich Method

I talked about this strategy in a video I made that got over 1M views…

Combine an engaging activity with a script about a topic in your niche

Look at how @garbo.zhu got 3.7M views using this strategy:

Why this works:

  • Edutainment: By combining education with entertainment you get a lethal combo

  • Creativity: It opens up any creators ability to get creative with telling unique stories!

  • Visually Appealing: You come for the activity but stay for the story

Thanks for showing up this week.

We’ve been spending the past month building something game changing to disrupt the creator marketing industry - so stay tuned.

Sincerely,

Ryan To

P.S. Personal update: Officially fully moved to SF 🌉, been doing tons of interviews with founders and builders out here - ready to takeover!