Consumers Trends on Social Media in 2025

The go-to formats to drive growth for creator brands on social media

September 14, 2025

Read Time: 1 Minutes 50 Seconds

Hey — Ryan here.

In today’s edition we’ll be covering:

  • 3 video styles dominating founder-led in 2025

  • Why founder-led marketing is working

  • Proven formats you can try today to grow your brand

There’s a new type of creator entering the creator economy

It’s called the Creator Founder:

Build an Audience → Create a Product → Convert to Sales

Creators are using organic content to build multi-million dollar consumer brands

Lowering their Customer Acquisition Cost (CAC) in ways we’ve never seen

So here’s 3 video styles that are currently crushing for creator founders:

Style #1: Authority Building

Authority is one of many core pillars they’re mastering

@santacruzmedicinals built a 7-figure supplement brand with $0 on ads

Oh, and there’s more like the review format that got 288k views

And this news format that got 92k views

This is one of many strategies to scale your personal brand in social media

Why it works:

  • Niche Authority: He captured an a niche audience at scale and positioned himself as the authority

  • Repeatable Format: He recycles a # of content formats every week

Style #2: Storytelling

The one content strategy nobody can steal is your story

@aimeeesmalex founder of Odd Muse London is a masterclass in storytelling

@aimeesmalex

How do we explain odd muse to men? #oddmuse #oddmuselondon #fashion #brand

Or this one that got 7.3M Views

Why it works:

  • Vulnerability: While most brands focus on selling, she nurtures her audience to build a deeply engaged community

    • Having viewers watch content for Aimee, not just the algorithm

  • Middle of Funnel: Storytelling serves as the modern Middle of Funnel (MOFU) content pillar

Style #3: How-To’s

Or this one with 703.5k views

Why it works:

  • Value-First: Content is about how much value per second you can provide - if you give unbeatable valuable you can’t lose

  • Remix: How-To’s is a format that’s worked for decades, he used a validated concept that’s worked for internet blogs like wikiHow and packaged it for short-form

Watch Riley Brown’s content strategy breakdown here

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

Sincerely,

Ryan To