IGC, EGC, UGC, SMO, FOOH are not just abbreviations, but key areas of social media development in 2025. Let’s take a closer look at what will change in the SMM sphere in the near future.
Influencer-Generated Content (IGC)
IGC is content created by influencers in partnership with a brand specifically for the company’s page. It doesn’t just look like an advertisement, but organically fits into the brand’s content. Studies show that:
- IGC attracts twice as many interactions as standard brand content.
- Ingoing content based on IGC has 4 times higher click-through rate.
- According to the experience of companies, such publications can collect 10 times more views and engagement.
Creative content
Modern social networks value the quality of content more than its quantity. Each video on TikTok or Reels should be creative and impress the audience.
- The trend is omages (references to famous movies, TV shows, and songs).
- An example of successful content is the video “The Devil Wears Prada” by CHER’17 and INTERTOP, which has gained more than 8.5 million views on TikTok and Instagram.
- Cinematic storytelling brings 5-10 times more engagement than standard branded content.
AI in SMM
AI continues to change marketing. According to Hootsuite:
- 85% of marketers say they are creating significantly more content thanks to AI.
- At the peak of popularity is FOOH (Fake Out Of Home). This is a video with fake outdoor advertising created using AR technologies. The Maybelline brand actively uses this technique.
SMO (Social Media Optimization) and SEO
Content optimization is becoming critical because:
- 40% of Generation Z use TikTok and Instagram as search engines.
- TikTok has already caught up with ChatGPT in terms of the number of search queries.
- It is important to use the right titles, descriptions, and subtitles for videos.
Proactive engagement
Brands are actively engaging with audience content on social media:
- 41% of companies use proactive engagement strategies by commenting on popular posts.
- Interacting with the audience through comments helps brands to attract the attention of new followers.
Employee-Generated Content (EGC)
Content created by company employees is becoming a powerful marketing tool:
- 81% of consumers appreciate the brand transparency provided by EGC.
- EGC formats can include:
- Employee accounts that share work experience.
- Separate posts about corporate events.
- Video from employees in brand content (for example, as Kylie Cosmetics does).
- Ukrainian dental clinic Ideale actively uses this trend on TikTok.
Shopping live
Live shopping is gaining popularity:
- In China, this format brings billions of dollars in revenue, and the trend is being actively implemented in the Western market.
- According to The Business Research Company, the live streaming market will grow from $1.51 billion in 2023 to $1.83 billion in 2024.
- Additional facts:
- 83% of Generation Z representatives bought products during broadcasts.
- 35% of viewers start following a brand after watching live shopping.
- The most popular platform for live sales is Facebook (Coresight Research).
- In Ukraine, this trend is not yet at its peak, but it has a huge potential.
Brand collaborations
Cross-brand collaborations not only increase the audience, but also increase brand awareness:
- A successful case is the partnership of the Squid Game series with Duolingo.
- In Ukraine, the FABO x Smartass and “Hello” x NAMELAKA collaborations are striking examples.
Going offline
Creating physical events to engage the audience on social media is becoming a trend:
- Pop-up events create exclusivity and motivate users to share content.
- In Ukraine, this format is actively used by the Coosh brand.
- Foreign case: cafe Kitsune, which creates pop-up spaces to attract the audience.
What will remain in 2025?
Trends that will continue to develop:
- Cross-platform vertical videos.
- More authenticity and real life in content.
- UGC creators and nano-influencers.
2025 promises even more interactivity, engagement, and innovation on social media. It’s important to adapt your strategies to stay on top of trends.
