Tito Ribeiro presents the social media trends for 2025

1. Quiet Luxury – The New Content Revolution

The post-pandemic era has redefined priorities, emphasizing simplicity and focusing on quality over quantity. As a result, attention has shifted to brands that deliver meaningful experiences rather than just products. Quiet Luxury, which gained popularity in the fashion industry, is now entering the digital marketing sphere in full force in 2025.

This subtle yet powerful movement reflects the minimalist approach seen in the 1990s, built around “high-quality essentials.” On social media, this trend translates into sophisticated content with carefully crafted narratives that focus on detail.

When applied to marketing and digital algorithms, Quiet Luxury introduces a new rule: Do less but do it exceptionally well.

Brands should prioritize timeless, practical, and high-quality strategies. Companies such as Loro Piana, Hermès, MaxMara, The Row, Bottega Veneta, Miu Miu, and Prada have already embraced this concept in business. Investing in a skilled team and excellent production quality is essential to avoid errors.

Never repurpose the same content across platforms (e.g., Kwai and LinkedIn or Instagram and TikTok) unless specifically designed for such distribution. Focus on differentiation per platform.

2. Cultural Creators – The Creator Economy in the Hive Mind Era

Inspired by neuroscience, the concept of Hive Mind describes networks that function like beehives—where creators act as catalysts for collective intelligence, shaping behaviors, values, and trends.

With increasing investments in this area, brands that merely react to memes or chase “trends” must urgently rethink their approach.

Brands must lead cultural movements rather than merely following them.

The creator economy requires significant investments in professional-grade content, including exceptional design, photography, and storytelling. This shift mirrors Zygmunt Bauman’s description of the postmodern era—a world flooded with information where only quality content can stand out and provide meaningful engagement.

3. New Talent Development and Digital Literacy

Stop following self-proclaimed digital “gurus.” Digital literacy is the only way to abandon unrealistic promises of instant viral success or having millions of followers overnight.

Although global initiatives like those by IAB promote digital literacy, they often fail to reach smaller advertisers and agencies. Large corporations—such as Meta, Google, Unilever, Microsoft, Amazon, and IBM—must lead when it comes to providing continuous education programs beyond technical training, fostering critical thinking and adaptability.

Standardized methodologies, platforms, and pricing structures must be developed to build a more sustainable industry.

4. AI-to-AI Commerce – The Next Shopping Revolution

Social commerce is now old news. AI Agents are reshaping the digital transformation landscape. Tools like OpenAI’s GPT-4o and Google’s Gemini 1.5 Pro can interpret video interactions and provide tailored responses, guiding consumers through the buying journey.

Brands must prepare for this AI-driven reality, adapting their strategies to leverage smart technologies. Dark Posts should dominate sales-focused content, leaving the brand’s main feed to focus on storytelling, aesthetics, and engagement.

Avoid flooding your feed with sales promotions. Focus on campaigns that reflect traditional principles of frequency and messaging instead.

5. Humanizing Processes and Digital Empathy

In an era where artificial intelligence promises to reshape our lives, the need to reclaim our humanity has never been more critical.

Jaron Lanier highlights that social media algorithms often manipulate users, compromising privacy, individuality, and critical thinking. Instead of fostering connections, they amplify insecurity, envy, and loneliness.

Companies must actively promote empathy, diversity, and collaboration to counterbalance the adverse effects of digital platforms.

Transformation must start internally—by creating inclusive, equitable workplaces that prioritize employee well-being. This culture of empathy can then extend outward, promoting stronger social connections and shared values.

By reconnecting with human values, businesses can play a vital role in building a fairer and more compassionate world.