When it comes to connecting B2B brands with their target audiences, social media is indispensable. However, managing social media successfully is becoming increasingly complex—platforms evolve, trends shift and algorithms are constantly being adjusted.
Which developments will shape the social media landscape in 2025? To find out, we focus on three key aspects: what connects people, what influences content and how content creation is evolving.
One thing is certain: 2025 will be another exciting year for social media!
Trend #1: Value-Driven Content as a Key Success Factor
The most successful brands are those that provide real value beyond advertising. In a digital world where users are becoming more critical and discerning, they expect companies to deliver relevant, authentic and value-based content.
This approach is evident across industries: some brands leverage nostalgic storytelling, others focus on high-quality educational tools, and many take a stand on social and environmental issues. One thing is clear—brands that want to build strong connections with their communities in 2025 need to go beyond products and services and foster meaningful engagement.
A great example is Patagonia’s sustainability-driven digital communications. The brand not only shares its own efforts to protect the environment but also inspires customers and communities to actively participate in ecological projects.
Antje Hanna Roehl, Founder & Managing Director of Ancora Communications, sums it up:
“Social media is not a one-way street. The most successful brands don’t just use it for marketing messages—they use it as a platform for genuine dialogue. To stay relevant in the long run, brands must deliver content that is authentic, useful and tailored to their audience.”
Trend #2: Short-Form Video Takes Over B2B Communication
TikTok set the trend, and now short-form video has become the dominant content format across almost all platforms. In 2025, video content will be the most effective communication tool for businesses looking to increase reach and engagement.
While platforms like Instagram, YouTube and TikTok have long embraced short-form video, LinkedIn has recently joined the trend. Video content on the professional networking platform has surged in recent years, with current data showing that short videos generate 80% more engagement than other content formats.
For B2B companies, this presents a huge opportunity. Whether it’s product demonstrations, expert interviews, or industry insights, short videos make complex topics easier to understand and more engaging. As remote work and virtual networking continue to grow, video content is becoming even more essential for brands looking to establish a personal and engaging presence.
Trend #3: Artificial Intelligence Revolutionises Content Creation
AI has been making its way into social media for years, but 2025 marks the tipping point. Automated content creation, AI-driven personalisation and interactive experiences are setting new standards.
According to a recent study by WARC (World Advertising Research Center), brands consider Generative AI to be the biggest game-changer for digital communication. WARC is a globally recognised source for advertising and marketing research, analysing trends that shape the industry.
AI-powered tools like ChatGPT for text, Midjourney for images and Synthesia for video enable companies to create content more efficiently, creatively and data-driven. But it’s not just about efficiency—it’s about new ways to interact.
AI-driven chatbots are becoming increasingly sophisticated, virtual influencers are gaining traction and hyper-personalied content is enhancing relevance for individual users. Companies that embrace these innovations early on will gain a significant competitive advantage.
Conclusion: Adapt or Get Left Behind
The social media landscape is evolving rapidly, and in 2025, B2B brands will face new challenges—but also exciting opportunities. Value-driven content, short-form videos, and AI-powered content creation will be the key success factors for brands looking to truly connect with their audiences.
Now is the time to embrace these trends and integrate them strategically into your communication efforts. One thing is certain: the digital world never stands still—and to stay ahead, brands must keep evolving.
Social Media Trends 2025: What B2B Brands Need to Know
When it comes to connecting B2B brands with their target audiences, social media is indispensable. However, managing social media successfully is becoming increasingly complex—platforms evolve, trends shift and algorithms are constantly being adjusted.
Which developments will shape the social media landscape in 2025? To find out, we focus on three key aspects: what connects people, what influences content and how content creation is evolving.
One thing is certain: 2025 will be another exciting year for social media!
Trend #1: Value-Driven Content as a Key Success Factor
The most successful brands are those that provide real value beyond advertising. In a digital world where users are becoming more critical and discerning, they expect companies to deliver relevant, authentic and value-based content.
This approach is evident across industries: some brands leverage nostalgic storytelling, others focus on high-quality educational tools, and many take a stand on social and environmental issues. One thing is clear—brands that want to build strong connections with their communities in 2025 need to go beyond products and services and foster meaningful engagement.
A great example is Patagonia’s sustainability-driven digital communications. The brand not only shares its own efforts to protect the environment but also inspires customers and communities to actively participate in ecological projects.
Antje Hanna Roehl, Founder & Managing Director of Ancora Communications, sums it up:
“Social media is not a one-way street. The most successful brands don’t just use it for marketing messages—they use it as a platform for genuine dialogue. To stay relevant in the long run, brands must deliver content that is authentic, useful and tailored to their audience.”
Trend #2: Short-Form Video Takes Over B2B Communication
TikTok set the trend, and now short-form video has become the dominant content format across almost all platforms. In 2025, video content will be the most effective communication tool for businesses looking to increase reach and engagement.
While platforms like Instagram, YouTube and TikTok have long embraced short-form video, LinkedIn has recently joined the trend. Video content on the professional networking platform has surged in recent years, with current data showing that short videos generate 80% more engagement than other content formats.
For B2B companies, this presents a huge opportunity. Whether it’s product demonstrations, expert interviews, or industry insights, short videos make complex topics easier to understand and more engaging. As remote work and virtual networking continue to grow, video content is becoming even more essential for brands looking to establish a personal and engaging presence.
Trend #3: Artificial Intelligence Revolutionises Content Creation
AI has been making its way into social media for years, but 2025 marks the tipping point. Automated content creation, AI-driven personalisation and interactive experiences are setting new standards.
According to a recent study by WARC (World Advertising Research Center), brands consider Generative AI to be the biggest game-changer for digital communication. WARC is a globally recognised source for advertising and marketing research, analysing trends that shape the industry.
AI-powered tools like ChatGPT for text, Midjourney for images and Synthesia for video enable companies to create content more efficiently, creatively and data-driven. But it’s not just about efficiency—it’s about new ways to interact.
AI-driven chatbots are becoming increasingly sophisticated, virtual influencers are gaining traction and hyper-personalied content is enhancing relevance for individual users. Companies that embrace these innovations early on will gain a significant competitive advantage.
Conclusion: Adapt or Get Left Behind
The social media landscape is evolving rapidly, and in 2025, B2B brands will face new challenges—but also exciting opportunities. Value-driven content, short-form videos, and AI-powered content creation will be the key success factors for brands looking to truly connect with their audiences.
Now is the time to embrace these trends and integrate them strategically into your communication efforts. One thing is certain: the digital world never stands still—and to stay ahead, brands must keep evolving.
“Social media is not a one-way street. The most successful brands don’t just use it for marketing messages—they use it as a platform for genuine dialogue. To stay relevant in the long run, brands must deliver content that is authentic, useful, and tailored to their audience.”
– Antje Hanna Roehl, Founder & Managing Director, Ancora Communications
Let’s bring your brand to life on social—strategically, creatively and with impact!