Social media moves fast, and summer 2025 is no exception! 

From evolving platforms to new content styles, our team has tracked what’s trending and what it means for brands trying to keep up. In this report, we’re breaking down the top trends and sharing firsthand insights from our in-house experts.

TREND #1: Longform Is In

Instagram’s expansion of Reels to 20 minutes opens new creative ground for storytelling, interviews, product walk-throughs and behind-the-scenes content, all in a format optimized for mobile.

Why it matters: PR teams can now craft richer narratives and brands can maintain audience engagement for longer without shifting platforms. It blurs the line between TikTok-style content and YouTube vlogs, offering more control over messaging.

TREND #2: Discovery Will Get Hyper-Specific

Instagram’s Explore for Stories and Reddit’s AI-powered topic tools allow users to discover content with similar vibes or subjects.

Why it matters: Brands and PR teams should double down on targeted storytelling. Tagging content properly and aligning with trending topics increases the chance of being discovered organically in these smarter feeds.

TREND #3: Influencer Marketing Growth Continues

Influencer marketing is set to grow by 36 percent year over year, reaching $33 billion globally.

Why it matters: This validates influencer partnerships as a core PR and marketing strategy, not just a “nice to have” tactic. Strategists should invest in ongoing creator relationships that reflect their brand’s audience and values.

TREND #4: AI-Driven Campaigns Are Coming Fast

Meta plans to automate ad creation with AI by 2026, allowing brands to generate entire campaigns with minimal human input.

Why it matters: Marketers and PR teams should start experimenting with AI-powered creative tools now to stay ahead of the learning curve. This shift will demand new skills in AI prompting and strategic oversight.

TREND #5: Monetization Trends in Live Content

YouTube’s new side-by-side mid-roll ads are monetizing livestreams in a less disruptive way.

Why it matters: If your brand or client does live content (Q&As, launches, performances), there are now smarter ad options that won't alienate viewers. This makes live video a more viable tool for campaigns with monetization goals.

TREND #6: LinkedIn Thought Leadership Will Shape Brand Perception

LinkedIn continues to rise as the go-to platform for professionals, with brands and leaders investing more time in sharing POVs, insights and original content to build trust and authority.

Why it matters: Thought leadership is a key brand-building tool. For PR and marketing pros, this means prioritizing executive voice development, employee advocacy programs and strategic content that positions your brand as a credible industry resource. The algorithm increasingly favors value-driven posts. So, consistent, authentic thought leadership can significantly improve organic reach and reputation.

TREND #7: Reddit Is Rising in Advertising Relevance

Dynamic Product Ads (DPAs) on Reddit are driving real purchase results, and Reddit has launched deeper conversation research tools for brands.

Why it matters: Reddit is shifting from a niche forum to a viable marketing channel. It’s especially powerful for audience research and activating highly specific communities. Ideal for challenger brands or PR campaigns looking to spark real conversation within communities.

This summer’s trends all point us to one theme: audiences crave more attention and authenticity. Whether it’s AI-driven content, evolving influencer partnerships or new platform features, the social space is full of opportunity if you're tuned in.

-------------------------

Want to dive deeper or need help putting these trends into practice? 

SMPR is here to help. 

With a multigenerational team and 25 years of business, we specialize in cutting through the noise to help you connect with your audience.

Let us help you achieve your goals.