The Archive
Content trends for 2025… in collaboration with RH&Co.
Author: Various | 10 minute read
We’ve reached the halfway point of the ’20s, and the trends shaping our lives today look very different from the beaded fringe, drop waist and bob cuts of 100 years ago. Whether you’re stepping into the new year with hope or hesitation—understandable after the challenges of the past few years, 2025 brings a fresh chance to reflect. Amid the fireworks and countdowns, it’s the perfect time to take stock of what’s working and what could use a reset. But with so much change and uncertainty in the air, it can be tricky to know exactly how to build a strategy for the future. To help you get on top of what lies ahead, we’ve teamed up with the incredible copyright agency RH&Co. to share the trends we think will be dominating your timeline in the coming year. Here are the types of content and strategies we believe are worth doubling down on…
Engaging through different ways - Ingrid
If you went to a networking event, you wouldn’t just walk up to someone, give them a little nudge and then just stare at them hoping they might talk to you. You’d start a conversation. Ask them questions, find out what they’re interested in, share interesting stories.
Think of LinkedIn in the same way – a networking event, only online. It’s about the people, and the algorithm reflects that – increasingly so in 2024, and 2025 is likely to be more of the same. LinkedIn favours selfies and amateur videos. The people getting great engagement are the ones that aren’t afraid to share a bit about themselves, get personal, be authentic. And with AI taking over so much of the content we see these days, we’re even more keen to see the faces and hear the voices behind brands.
So get talking! And get your team involved as well. Social media shouldn’t just fall to the marketing department. Everyone should be using their voices – from the admin team to the CEO – to form connections, build brand awareness and show the personalities behind your business.
Quality over quantity with data - Miya
We hear time and time again about how much data matters, how much is being collected, how much we’re giving away. From big data to small data we can’t deny that it’s a great asset for business. However, we want to emphasise that it shouldn’t be the be-all and end-all. There is so much out there and so many different approaches, it’s about being smarter: making data work for you, not the other way around. Without tens of thousands of customers on your page, tracking every nano interaction won’t tell you much, so taking a social listening response and being selective about what you track is arguably the most effective thing. Here are three things we prioritise…
1. Listen to what’s working: Track your top-performing posts, test fresh ideas, see what resonates, and be guided by what your audience responds well to.
2. Track with intention: Focus on key metrics, such as post volume, top-performing content, monthly engagement, and website visits. These often provide enough insight without overwhelming you with data. Use your social media dashboards to keep it simple, but always have a clear purpose for what you’re measuring and why.
3. Understand data’s limits: Data can’t capture everything, especially in the B2B world, where people often buy from people. Nuanced, small interactions often escape measurement, so keep the bigger picture and your ultimate goals in mind.
Clarity in environmental messaging - Rin
The language around sustainability has been changing subtly for years but it very much seems to have turned a corner recently. With ESG criteria increasingly important to everyone from consumers to funders to regulators, more people have been jumping on the ‘green’ bandwagon – and as a result, scrutiny of claims is getting more intense.
The answer is to be as clear and as truthful as possible. Avoid generic terms like sustainable, eco-friendly or green. We need detail. Is your new fashion line made out of 100% post consumer recycled textiles? Is your consultancy based in fully carbon neutral offices? Does your on-site cafe only sell food sourced within 20 miles? More than ever, it’s essential that you demonstrate your values so that you don’t need to talk about them in an outdated way.
Real Stories and User-generated content - Amber
LinkedIn has grown beyond just a professional network. It’s now a space for real stories and authentic connections. Posts with a strong narrative, candid iPhone videos, and engaging carousels are what really click, as people look to learn and connect through genuine experiences. The algorithm encourages users to stay on the platform, prioritising engaging stories and visuals over external links. Carousel posts that inform and entertain tend to get the most visibility. The key is finding the right balance between sharing your perspective in a way that sparks curiosity and keeps people hooked.
Visuals are key to engagement. Real, unpolished photos that look spontaneous often perform better than staged ones because they feel more relatable. But being authentic doesn’t mean oversharing. It’s about sharing personal, purpose-driven content that reflects your brand while staying relevant to your audience. For example, Ingrid from RH&Co turned a simple observation into a high-performing post. Spotting “Come on in” on the door instead of a traditional “Welcome” sign, she quickly captured the moment with her phone, using the drawing function to highlight key text and adding a brief caption on brand voice. What started as a spontaneous and lighthearted share, resulted in over 50,000 impressions, 300 reactions, and 30 comments. It’s a perfect example of how the smallest, most authentic spur of the moment ideas can spark big engagement.
LinkedIn is no longer just about the headline; it’s about the person behind it. Share your journey, insights, and lessons in a genuine, approachable way, and you’ll do more than contribute – you’ll connect.
Campaign-led content strategy - Ingrid
We’re bombarded with content on social media. It’s a noisy old place and trying to get your posts noticed can seem like trying to have a conversation in the middle of a mosh pit. Futile, ineffective and a bit painful.
It’s not about to get any quieter out there in 2025 (thanks AI), so you need to find a way to get your message across without shouting or throwing any punches. And a good starting point is putting a plan in place. Like with any area of marketing, you need a structure and a focus for your social content. A campaign mindset, if you will.
Give each month a theme. That theme might be an industry vertical you specialise in or a specific service you want to promote. Maybe there’s something significant happening that month, like a product launch or a white paper publication. Pick a theme (ideally something that ties in with your wider business goals for that period) and create smaller pieces of relevant social content to share across the month.
So, for example, if you’re focussing on an industry vertical, you might share a case study or testimonial from a client in that space, a blog that speaks specifically to that audience, or a special offer for brands in that sector.
If you have a pillar piece of content in the business, like a research report or an ebook, that can be another source to draw inspiration from. Take a quote or a statistic and turn into a visually engaging design. Draw out a particular topic and summarise the key points in a carousel post.
Not only does this themed approach make it a lot easier to come up with ideas for your social content calendar, it ensures your posts are relevant, coherent and consistent – and much more likely to drive home a clear message to your audience.
AI as an assistant - Miya
No discussion about 2025 trends would be complete without mentioning the two-letter buzzword: AI. Over the past year, we’ve seen AI evolve rapidly, revolutionising workflows in countless ways. But our takeaway is that AI is a tool designed to work with us, not instead of us.
So, what does that mean in practice? When it comes to content, AI open-source models like Chat-GPT, shine in the role of assistant. A springboard for idea generation, a grammar checker, a formatting aid, and a time-saver for those small but time-consuming tasks. These are areas where its impact has been transformative for us. However, it’s no substitute for human creativity. While AI relies on the data it’s given, humans have the unique ability to think outside the box and embrace illogical ideas. This means that the most exciting and impactful content are those that can’t be generated. That’s why the trend is shifting toward leveraging AI to free up time, allowing us to focus on what truly sets us apart—our creative imagination.
We’ve written, and talked about, quite a lot on the subject this year so to hear our further thoughts on how AI is shaping the future, check out our dedicated blog on the topic here.
Conclusion
So there you have it, we’ve shared a look into the crystal ball of 2025 and given you the direction we’ll be heading in with our content creation. No doubt new trends will emerge as the platforms evolve so make sure to follow the RH&Co. team and The Discourse on Linkedin for our updates and insights on all things content. Feel free to get in touch with any of your questions and If you use our team’s tips in your next post, don’t forget to tag us!
Enter title...
Enter text…
