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Social media is always evolving, but some things never go out of style. As we step into 2025, The Influence Agency is taking a look at what works, what we’re leaving in the drafts, and the campaigns that had us impressed in 2024.
What’s IN
🥜 Snackable Videos That Stop the Scroll
Short-form video is still the reigning champ. Whether it’s Nutter Butter’s wild TikTok’s or Mejuri and Gia Coppola immersing us into a New York Minute, quick and creative content keeps snatching our attention.
🎯 Content That Feels Personal
Nobody wants to feel like just another follower. SKIMs showed audiences that they’re listening to what the people want by introducing a mens’ line.
🛍️ Shopping While Scrolling
Turn casual scrolls into serious sales by tapping into the shopping features available on IG Shop. We see this working great for DTC brands like Glossier, who are bringing exclusive drops to their Instagram storefront that have followers clicking “Add to Cart” faster than you can say “limited edition.”
🕵🏾♀️ Be Where They Are
Engagement isn’t a guessing game. Sydney Sweeny’s audience lead campaign with Dr. Squatch Body Wash showed us how understanding your fanbase can turn moments into long-term buzz.
📣 Real Stories from Real Experiences
People trust people, and Knix’s #SportYourPeriod proved that letting your real users, customers, and employees share their truth builds love and loyalty.
What’s OUT
❌ Chasing Every Trend
Listen, not every trend is going to be your moment, and that’s okay. Brands like Duolingo and the Jennifer Hudson Show are sticking with what they do best and making their own viral moments. And guess what? We love them for it.
❌ The Jury Is Still Out on AI
AI had its moments in 2024. Some good and some not so good. From Instagram shutting down its AI character accounts to Toys "R" Us’ controversial AI-generated commercial, we saw hits and major misses. The lesson? Use AI wisely and strategically—it’s still in its test-and-learn era.
❌ Too Polished to Be Real
Perfect is boring! Brands like Brisk are killing it by showing us something different (and slightly unhinged) with the Brisk Cheddar campaign. The lesson? Sometimes we want the mess, not the filters.
What’s Next Online?
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