10 UK social media trends for 2025

Social media is where culture thrives. It shapes news, influences purchases‌ and fuels activism.

As UK social media marketers, we love navigating this ever-changing landscape, but staying ahead of the curve isn’t easy.
Whether you’re a social media manager for a UK brand or a global powerhouse, the coming year is going to be a wild ride.

Need to focus your resources? The UK Sprout Social Index™ is here to help. We went straight to the source and asked U.K. customers what truly matters in social media interactions with brands they love. From their insight, we’ve uncovered 10 key trends you can use to connect with your audience in 2025.

We didn’t stop there. In our U.K. Social Trends webinar, we spoke to three leading U.K. based social media and influencer marketing experts to understand what these insights mean for brands. We’ve included some of our panel’s thoughts below, but there’s so much more in the webinar, it’s well worth catching up on.

Catch Up on UK Index™ Insights Webinar

Sorted? Great, grab a cuppa, get comfortable and check out some of this year’s most important social media trends in the UK. Together we can make 2025 our best year yet:

1. Authenticity: genuine connection in 2025

UK consumers value authenticity. A massive 93% of consumers believe it’s important for brands to keep up with online culture but most prefer genuine connections over fleeting trends. This means brands need to communicate with sincerity and meaning.

Authenticity isn’t always about playing it safe either. Take Disobey, a UK games marketing agency, has made a name for itself by doing things differently. They’ve redefined authentic marketing with a “no-bullsh*t” approach, emphasising transparency and honesty to build trust with clients and consumers. Their success shows that aligning values with actions is a winning strategy.

Founder, CEO of Triangle and international speaker, Matt Swain agreed, “2025 will be the core year where we shift over to trust and the brands will have to show why they’re different, why they’re better, and showcase that trust at scale”

Offline meetups and events are one way Julia Salume, head of influencer marketing at Moburst, suggested brands could show they are authentic. “offline events to have that face-to-face [time]. Because, at the end of the day, this really builds so much trust”.

If you are looking for other ways to build trust through social media marketing, Look no further than Innocent. They haven’t just followed social media trends; they’ve forged their own path. This has built a loyal community that aligns with their values. Their authentic voice helps them stand out in a crowded market.

Want to learn more? Check out our podcast, Social Creatures with Innocent. We delve deep into their social media strategy and commitment to delivering clever and engaging content unmistakably true to their brand identity.

2. Social Listening is key

For social media professionals in the UK, social listening is no longer a “nice-to-have” skill; it’s essential.

By knowing how to actively monitor conversations and analyse the resulting data, social media marketers can gain valuable insights into their audience, identify emerging trends and make informed decisions:

• • Retail brands can track customer complaints and address them quickly.
  • Financial institutions can monitor sentiment to quickly respond to negative feedback and protect their reputation.
  • Healthcare organisations can detect and address misinformation, ensuring public trust and safety.

Social listening can help your brand build stronger, more meaningful relationships with your audience.

3. AI for Creative Fatigue 

Over a third of UK social media practitioners report increased creative fatigue. AI can help by providing inspiration and freeing up time for strategic thinking. Brands can use AI to generate content ideas and overcome creative blocks. Remember that while AI can assist, human creativity and input remain essential.

Ian Gambier, executive creative director at Fabric Social agrees “even if the ideas themselves are distinctly average, it’s helpful to start with average ideas that can be incrementally built on. It overcomes that mental barrier.”

This blended approach reduces creative burnout and ensures a steady stream of fresh, engaging content.

4. Personalisation: the power of one-to-one

Similarly, the demand for personalised connections is on the rise. Consumers are looking for brands that understand their unique needs and preferences, offering tailored experiences that feel genuinely personal.

Successful brands in this space go beyond meeting expectations; they build relationships. This fosters loyalty and trust. By focusing on personalisation, brands create deeper connections and stand out from the crowd.

For example, consider a customer reaching out to Marks & Spencer on social media. Within minutes, they receive a helpful, personalised response.

By understanding and addressing the unique needs and preferences of their customers, Marks & Spencer is building lasting relationships that foster loyalty and trust.

5. Social media’s full-funnel potential

Social media is no longer just for awareness. It drives conversions throughout the customer journey. UK consumers use social media to discover, research‌ and purchase products.

Social commerce is booming in the UK. Platforms like Instagram, Facebook, and TikTok are now key shopping channels. Brands that leverage these platforms effectively can capture and retain customers at every stage of the buyer journey.

6. AI is evolving

We all know AI is transforming social media. Many social media marketers are already using it to analyse data, create social media posts and automate tasks, but what can we expect in the near future?

Marketing leaders predict AI will augment social media teams, creating new roles and reshaping existing responsibilities. AI tools will deeply understand customer preferences, enabling real-time targeted content. Soon, AI will predict customer needs faster and more accurately, improving and further personalising the customer experience.

Chatbots will become more conversational, reducing costs and improving satisfaction by handling complex conversations naturally. This will streamline customer service and free up social media teams for strategic tasks.

New AI tools will process data and offer real-time campaign optimisation suggestions, providing actionable insights in seconds. AI will act as a social media sidekick, supporting teams with data-driven decisions and enhancing audience connections.

7. Responsive customer service

Slow replies can cost you customers. According to the Sprout Social Index 71% of UK consumers would switch to a competitor if a brand doesn’t respond on social media. Prioritise social customer service and resolve queries quickly.

ASOS excels in this area. Their dedicated social media team responds to inquiries within minutes, ensuring swift resolutions and happy customers. This responsiveness builds loyalty and enhances their reputation.

8. Social entertainment

UK audiences crave engaging and fun content from brands. They want to be “listened to, not talked at”. Want to up your brand’s entertainment factor? Focus on creating original, relatable content that encourages audience engagement.

A great example of this is Greggs. They often use humour and timely references in their social media posts, such as their famous “Sausage Roll Rap” and playful interactions with customers. This approach not only entertains but also builds a strong, loyal community around the brand.

9. Combating misinformation

As online misinformation increases and some social networks roll back on fact-checking, 94% of UK consumers expect brands to do more to ensure the information they publish is correct. 

This is particularly important for regulated industries like healthcare and financial services. Brands in these sectors must be vigilant and proactive in verifying the accuracy of their content to maintain consumer trust and credibility.

10. Data Storytelling

Data is crucial, but it’s not enough. UK marketers need to master data storytelling. Go beyond raw numbers to craft compelling narratives that showcase social media return on investment to secure budget buy-in from leadership.

It can also play a role in your social media campaigns. The UK Department for Transport used data storytelling to highlight the benefits of cycling and walking. Their engaging visuals and infographics presented data on reduced emissions, improved air quality and health benefits.

This campaign informed the public and encouraged behaviour change., showcasing the power of data storytelling.

By embracing these trends, you can create impactful campaigns that resonate with audiences locally and globally, driving meaningful results. These strategies will help you stand out in a crowded digital landscape. Each trend offers a unique opportunity to connect with your audience on a deeper level, fostering engagement and loyalty.

Want to know more? Download the UK Sprout Social Index™ now.

Don’t miss this chance to stay ahead of the curve and elevate your social media game in 2025.

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