Social Media 2025 Updates

Introduction

Social media is evolving faster than ever and staying ahead means understanding the latest trends and platform changes. From shifts in how hashtags work to the growing influence of AI and longer post lifespans. The second half of 2025 is shaping up to be a year of new opportunities and fresh challenges!

In this blog, we’ll break down the key updates you need to know to keep your social strategy sharp, including what content performs best on each platform, how social posts now rank on Google and why blending AI with your unique brand voice may help you get ahead of the competition.

Are hashtags still relevant?

For some time now, the importance of hashtags on social media has been steadily declining. Once a reliable tactic for boosting reach and improving visibility, they’re no longer the key driver they once were and platforms are adjusting accordingly. LinkedIn’s product chief, Rishi Jobanputra, recently confirmed that hashtags no longer influence how content is ranked or discovered.

LinkedIn didn’t use hashtags at all in its early days and only introduced them in 2018 due to user demand. However, over time, they found that people simply weren’t using them enough to keep them relevant. While hashtags can still be helpful for tapping into live events, user behaviour hasn’t supported their continued importance. So if you’re still relying on hashtags to boost your posts, it’s time for a rethink.

What content performs best?

Different platforms favour different formats, so understanding this is key to getting your content seen:

• TikTok – Video is king, designed to push your content to new audiences.
• Instagram – Reels dominate, but the shift from photos has led to a dip in overall engagement.
• Facebook – Photos remain the top performer.
• LinkedIn – Carousels lead the way, though every click counts as engagement, which can inflate results.

If engagement is your goal, LinkedIn currently reports the highest levels across all platforms so if you don’t have a personal profile, now’s a great time to create one.

Social posts can rank on google

It’s not new that social media posts can appear in Google search results but Instagram’s recent update has made it easier than ever. By using keyword-rich captions, relevant hashtags and optimised alt text, your videos, carousels and even static posts can reach audiences beyond the app – giving your content double the visibility potential.

This makes having a solid social media strategy that links with all your other marketing efforts more important than ever before. While one size doesn’t fit all, knowing what each platform’s algorithm prefers helps your content perform better and connects you with your audience in their favourite formats.

Posts last longer than you think

LinkedIn recently trialled an algorithm that allowed posts to resurface weeks after publishing, prioritising relevant content over simply the newest updates. While they have since reverted the change, it reminds us that post lifespan varies by platform.

For example, on Instagram:

• Reels take around 70 days to reach 95% of their audience.
• Carousels take about 35 days.
• Photos take roughly 20 days.

So if your post doesn’t peak on day one, don’t panic – good content often builds momentum over time, so try not to get bogged down by comparing month on month. Steady growth is always the way!

AI content isn’t cheating

• According to recent Ahrefs research, AI-generated content alone doesn’t negatively affect search rankings. Surprisingly, the best-performing content is a blend of AI and human input!

  AI can be a powerful tool for research, brainstorming and speeding up the content creation process but it’s your brand voice and personalised touch that make content truly connect. AI isn’t the devil – it’s an asset to be used strategically alongside human creativity.

   

Conclusion

Social media in 2025 demands a flexible, informed approach. Hashtags may no longer hold the power they once did but understanding platform-specific content preferences, the extended lifespan of posts and how to combine AI with authentic human creativity will keep your brand ahead.

If you want help navigating these changes and crafting a social media strategy that really works for your business, get in touch with us today. We’re here to support your growth and make sure your content gets seen by the right people.