We all know that the social media landscape is constantly changing and it can feel overwhelming to try and keep up with the latest platform changes, algorithm tweaks and generational trends. That’s why I eagerly look forward to Hootsuite’s annual social trends report! 

Hootsuite’s 2025 Social Trends Report highlights the key shifts shaping the way organizations connect with their audiences. Here are my top five takeaways that nonprofit communications professionals and social media managers should know to stay ahead of the curve:

Tip #1: Embrace “Creative Bravery” Over Traditional Hardlines

43% of organizations have experimented with a new tone of voice, personality, or persona in the last year. That is exactly why 2025 will be the year for brands to step outside their creative comfort zones and have more fun with their content. With platforms like TikTok championing and rewarding “creative bravery” from top creators, more social teams representing brands are prioritizing bold, unconventional approaches over rigid brand consistency. 

Essentially, it’s officially time to loosen up! Ditch the old-fashioned, over-edited, perfectly crafted content and take some risks. Don’t be afraid to test fresh, creative ideas. Whether it’s a new style of video or a playful tone or trending sound, letting creativity shine will truly help you stand out. 

Tip #2: Generate Strategic, Organic Engagement With Proactive Conversations

Brands are stepping into conversations by showing up in the comment section on popular creator’s feeds. This trend is a nice complement to my first takeaway – and it’s redefining how organizations approach community building. When this strategy is used properly, creators will often like, reply to and pin their comments, elevating your brand above others in the comment section. 

Organizations that master this strategy will not only grow their audience but also demonstrate authenticity and awareness. In 2025, this trend could unlock credibility and larger social budgets as insights from proactive engagement gain value. Here are a few things to keep in mind when using this strategy:

• Comments need to be timely, relevant, and valuable. Otherwise, don’t bother!
• Read the room! Check out what others are saying so you can understand the tone of the conversation before joining in.

Tip #3: Focus On Micro-Virality: Go Small to Make a Big Impact

The definition of “going viral” is shifting! Hootsuite has determined that “viral” success in 2025 will actually mean achieving micro-virality – posting content that deeply resonates with a niche audience rather than chasing broad appeal. In other words, instead of trying to capture everyone’s attention with popular trends, brands are focusing on trends that resonate with their specific audience.

This takeaway is an exceptional one for the nonprofit space. Oftentimes, nonprofits have not felt their brand aligns with popular trends due to the seriousness of their mission. However, considering this shift, nonprofits now have a grand opportunity to share impactful stories that will resonate with their niche audience of potential donors.

In 2025, before jumping on a trend, ask yourself:

• Does this align with our goals and nonprofit identity?
• Do we have something meaningful or unique to contribute?

If the answer is “no” to either of these questions, simply move on! 

Tip #4: Using AI to Generate Content Is A Must-Have Skill

Artificial Intelligence is here to stay! And at this point, it’s no longer just a buzzword. Instead, AI is an exceedingly valuable tool of the trade for social marketers. With 80% of professionals now using AI to edit and refine text (a 19% increase in just one year), mastering this technology is essential. If you’re not already using AI for content creation, start now! Experiment with tools that streamline copywriting, enhance visuals, and optimize posts.

In fact, I used ChatGPT to help generate this post! Can you tell? The key to successful use of AI to generate content is to always, always, always edit. AI is phenomenal at crafting a first draft, but it is essential to add context and your unique personality before posting.

Tip #5: Consider AI Your New Thought Partner

If you are in the 20% of professionals who have not begun using AI, I recommend you give it a try! Instead of thinking about the tool as something that will replace you, consider it your thought partner. Beyond content creation, AI is becoming an integral part of content strategy. Treat AI as your thought partner to brainstorm ideas, refine messaging, and improve workflow.

3 Keys to Maximize AI’s Potential: 

• Write clear, specific prompts with context and examples.
• Include requirements to guide the AI’s output.
• Don’t give up! Refine your prompts if the results don’t meet your needs.

Looking Ahead to 2025

Hootsuite’s 2025 Social Trends Report offers a roadmap for adapting to the evolving social media landscape for busy nonprofit marketers who don’t have time to test everything themselves. Whether you’re pushing the boundaries of creativity, leveraging AI for smarter workflows, or embracing micro-virality, these trends remind us that adaptability and authenticity are the keys to success.

How will your organization’s content strategy evolve to meet these trends?