Looking ahead to 2025, digital content is set to take some exciting turns. From the growth of AI-driven creativity to the increasing need for hyper-localised content, the way brands create and share content will look very different in just a few years.
With the potential imminent ban of TikTok in some regions, platforms like YouTube, Instagram, and Facebook may see a shift in how content is consumed and shared. These platforms are already evolving to offer new ways for brands to connect with their audiences, but it's not just about using new tools—it’s about finding better ways to tell stories, build connections, and respond to the ever-evolving demands of today’s audiences. Whether it’s engaging in real-time through data-driven optimisation or stepping into the world of video podcasts, brands will need to adapt to stay relevant.
Let’s explore the key trends to watch in 2025, including the rise of social commerce and the future of live streaming, all backed by our content and social media experts here at Little Dot Studios.
As the demand for streaming content continues to grow, YouTube is positioning itself to become a major player in the over-the-top (OTT) space. It’s clear that YouTube is evolving from being just a video-sharing platform into a full-fledged streaming service—one that could rival traditional TV networks.
“YouTube is set to become the preferred OTT platform for rights holders,” says Nasser Mohammed-Noor, Senior Channel Manager at Little Dot Studios. This shift will bring more high-quality, long-form content to YouTube, as the platform continues to attract more exclusive content deals. For years, YouTube has focused on user-generated content, but now we’re seeing a push towards professional-grade series, movies, and live events, effectively turning YouTube into a streaming destination that offers much more than just viral clips. For example, sports content viewership grew by 45% on YouTube in 2024.
As YouTube continues to lean into super long-form video content, this shift will likely drive an even greater amount of viewing from connected TVs (CTVs). By focusing on longer, more structured content—such as documentaries, live sports, and original series—YouTube is reshaping its identity as a place where users are more engaged, active viewers rather than passive consumers of quick, snackable content.
This trend is also changing how users interact with YouTube. Rather than only using it for short clips and viral content, viewers are now spending more time on YouTube for longer-form, immersive experiences. With YouTube leaning into the OTT model, it’s likely to attract an audience that’s seeking more premium, long-form content—positioning it as a platform for more active consumption. As the line between traditional TV and digital streaming continues to blur, YouTube’s move towards an OTT model will set the stage for its continued dominance in the digital content space.
Absurdist content—also known as "brainrot"—is quickly becoming one of the most talked-about trends for 2025. Born from the unique humour of Gen Z, this trend is all about embracing chaos, randomness, and the unexpected. It’s playful, it’s wild, and it’s often a bit nonsensical, but it resonates deeply with today’s digital audiences.
In 2025, brands that lean into this absurdist culture will have a unique opportunity to connect with younger viewers who crave authenticity and relatability. This kind of content thrives on platforms like TikTok, where humour becomes a coping mechanism—a way for users to process the randomness of life and still have fun. Whether it’s a bizarre meme, a viral challenge, or an unexpected twist in a video, absurdist content draws people in by breaking the norms of what’s expected.
And with the potential TikTok ban in play, this trend could become a major disruptor for other platforms.
“With TikTok possibly getting banned, I foresee YouTube Shorts and Instagram Reels adopting more of a TikTok-esque tone with more authentic storytelling, multi-part videos, unhinged trends, and, of course, the unserious Gen Z humour that captivates audiences to keep scrolling,” says Julie Quinn, Content Manager at Little Dot Studios. “Although some creators already repost successful TikTok videos with high viewership and engagement on Shorts or Reels, I predict that the absence of TikTok will have avid TikTok users flocking to these short-form video platforms first to share a silly meme or storytime video as if Reels or Shorts were TikTok itself.”
For brands looking to tap into this trend, it’s about embracing unpredictability. Gone are the days of perfectly polished, highly controlled messaging. Instead, brands will need to adapt their tone, letting go of strict formality and leaning into the spontaneous, often chaotic nature of online culture. Those who succeed will be able to break through the noise and capture the attention of an audience that values humour, creativity, and a little bit of absurdity in their daily scroll.
Generative AI is no longer just a buzzword—it’s rapidly becoming a game-changer in the world of content creation. People are using tools like ChatGPT to generate huge amounts of text and imagery, and AI technology for generating high-quality video content is improving at a rapid pace.
In 2025, AI-generated videos will be everywhere. As Michael Deller, Insight Manager here at Little Dot Studios puts it, "The technology is coming on leaps and bounds, and access to it is easier than ever. I think it will be interesting to see how this is used."
We’re already seeing AI assist with tasks like video editing and scriptwriting, but soon it could be driving both high-quality narrative content and the more quirky, short-form videos we’re used to seeing on platforms like TikTok and Instagram. It’s a fascinating shift—AI could help create both the polished, cinematic videos that tell stories and the fun, experimental clips that thrive in the fast-paced world of short-form content. "I suspect it will be both," says Michael.
However, with all this power comes a big responsibility: transparency. As generative AI continues to push boundaries, brands will need to be upfront about how their AI-generated content is created. Trust will become a crucial factor—consumers will want to know where the data is coming from and how it’s influencing the final product. So, while AI will continue to make content creation faster and more flexible, brands will need to ensure they’re maintaining ethical practices and keeping their audience in the loop.
If TikTok is banned in major markets, the competition for short-form video supremacy will intensify. Platforms like YouTube Shorts and Instagram Reels were already on the rise. For example, YouTube Shorts grew from 225.5 million to 1.05 billion monthly active users between 2020 and January 2024. But a TikTok ban could accelerate their growth even further.
YouTube Shorts has been gaining momentum, and with TikTok potentially out of the picture, YouTube may seize the opportunity to attract TikTok's creator base with enhanced tools for monetisation and engagement. Similarly, Instagram Reels, which has steadily improved its capabilities, could see an influx of creators seeking a new home for their short-form content.
What we might witness is a shift where Reels and YT Shorts take on a more dominant role in the short-form video space, offering platforms that blend TikTok’s appeal with the established audiences and features of YouTube and Instagram. As these platforms evolve to better serve creators who have made TikTok their home, we’ll likely see the boundaries of short-form content pushed even further on platforms that have traditionally veered towards a more produced and polished approach to short-form video.
The end of TikTok could spark an exciting phase of innovation for YouTube and Instagram, as they cater to a new wave of video content creators and engage users in fresh, compelling ways.
Social commerce is on a fast track to becoming one of the dominant trends in 2025. With platforms like TikTok, Instagram, and Facebook continuing to evolve into fully integrated e-commerce hubs, the line between social interaction and shopping will blur even further. Consumers will no longer have to jump between apps to make a purchase—they’ll be able to shop directly within their social feeds, all while enjoying an engaging, interactive experience.
For example, Instagram’s checkout feature has been evolving, allowing users to purchase directly through posts and Stories. In 2024, Instagram introduced more streamlined shopping tools, including enhanced product tagging and the ability for users to try on products virtually via AR filters. These updates make it easier for consumers to browse and buy without leaving the app, creating a more seamless shopping experience.
TikTok is also doubling down on its e-commerce features. In 2024, TikTok rolled out live shopping events with integrated checkouts, giving brands a direct way to sell during livestreams. Additionally, TikTok's partnership with Shopify, allowing merchants to sell directly within the app, has further blurred the lines between social interaction and shopping. This move pushes TikTok beyond just content discovery to become a fully-fledged e-commerce platform.
For brands, the opportunity is clear: they’ll need to embrace shoppable content, live shopping events, and in-app purchases to meet the growing demand for a seamless shopping journey. With social commerce, it’s all about making the buying process as smooth and frictionless as possible, ensuring that customers can discover and buy products without ever leaving the platform.
One of the most exciting aspects of social commerce in 2025 will be livestream shopping, where brands host live events that allow viewers to purchase products in real-time. This trend is particularly beneficial for smaller brands, who can use these events to engage directly with consumers, build brand loyalty, and boost sales—all while increasing visibility. Livestream shopping allows for a more personal, authentic experience, enabling brands to connect with their audience in a way that feels genuine and immediate.
Live video is set to be a huge focus in 2025, with interactive live streams taking centre stage as a key way for brands to engage with their audiences in real-time. Whether it’s Twitch, YouTube Live, or Instagram Live, streaming platforms are going to offer even more sophisticated tools to help brands connect with their viewers in a more dynamic, meaningful way.
It’s a trend that was already gaining traction in 2024, with a 21% increase in global live streaming hours last year. And in 2024, Little Dot Sport worked with the England and Wales Cricket Board (ECB) on The Hundred Draft’s first digital-first show. The live stream gained 150k viewers (up 8% on the previous year) and 12.7M campaign views across all platforms.
In the past, live streams were mainly about showing off products or hosting Q&A sessions. But in 2025, they’ll evolve into something much bigger. These events will go beyond simple showcases—they’ll become immersive experiences that allow brands to build stronger relationships with their audiences. Think behind-the-scenes looks at how products are made, interactive workshops, or even live shopping events where viewers can make purchases in real-time, all while feeling like they’re part of the conversation.
What makes this so exciting for brands is the level of personal connection live streaming can offer. It’s not just about pushing a message; it’s about giving audiences an inside look at the brand and making them feel like they’re a part of something exclusive. Whether it’s engaging with users through live polls, responding to comments on the fly, or giving sneak peeks of upcoming products, live video will offer a more authentic, real-time connection with consumers than ever before.
As live video continues to evolve, we’ll see platforms enhancing their interactive capabilities, making it even easier for brands to host events that are not only informative but truly engaging. For brands looking to make a lasting impression, live video is an invaluable tool that will allow them to connect with audiences in a fresh and exciting way.
As AI continues to make strides in the world of content creation, it’s clear that its role won’t just be limited to speeding up the production process. By 2025, AI will be integrated throughout the entire content workflow, enhancing everything from creation to analysis and optimisation.
“I believe there will be a continuation of incorporating AI tools into content creation and analysis workflow,” says Petten Veevo, Reporting and Visualisation Analyst at Little Dot Studios. “For example, using something like Sora for creating clips, but also tools that help summarise audience reactions, which in turn will affect new content being created.”
In practice, this means AI’s role will go beyond generating content more efficiently to shaping it to align more closely with audience preferences. With tools like Sora helping to streamline the process of creating clips and audience sentiment analysis tools offering real-time feedback, content creators will have a deeper understanding of what works and what doesn’t. This insight will enable brands to adapt their messaging on the fly, making adjustments to captions, visuals, and pacing based on immediate audience responses.
AI-powered tools will also provide invaluable insights into how content is being received by different demographics, allowing creators to tailor their work to specific audience segments. This continuous feedback loop, driven by AI, will empower brands to experiment with new formats and storytelling techniques, staying ahead of the curve in an ever-evolving digital landscape.
For content creators, the use of AI will transform their approach from reactive to proactive, allowing them to make data-informed decisions that resonate with their audience and drive engagement. By effectively leveraging AI, brands will be able to refine their content strategies and capitalise on emerging trends faster than ever before.
Data-driven decision-making is set to take centre stage in the world of content creation this year. Brands will no longer be guessing what works—they’ll be using real-time analytics to optimise content on the fly. Platforms will offer more detailed insights into how people are interacting with content, allowing brands to make instant tweaks to everything from captions and music to visuals, all with the goal of boosting engagement.
Gone are the days of waiting for post-campaign results. In 2025, A/B testing will become a continuous process, enabling brands to rapidly adjust their content based on real-time audience behaviour. Whether it's shifting the tone of a caption, adjusting the pacing of a video, or experimenting with new visual styles, these adjustments will help brands fine-tune their content to maximise its effectiveness and reach.
For example, edge computing and the now widespread reach of 5G enables data to be processed closer to the source, providing near-instantaneous content optimisation. The next wave of content optimisation tools will leverage edge computing to analyse audience behaviour on the fly. The result is the ability to make content adjustments in real time, whether it’s visuals, captions, or even product offerings based on the user’s current location, browsing history, or interaction patterns.
With the rise of real-time optimisation, brands will have the tools to stay agile, respond to audience feedback immediately, and continuously improve their content to make sure it’s always hitting the mark.
Podcasts have already become a go-to for content consumption, but in 2025, video podcasts will take the spotlight as the next big thing. While traditional audio podcasts will continue to thrive, video podcasts will create a whole new layer of engagement. Platforms like YouTube, TikTok, and Instagram are jumping on the bandwagon, offering more ways for creators to showcase their podcasts visually as well as audibly.
It’s a trend that has been gaining traction over the last couple of years. In 2023, a survey showed that 28% of podcast listeners tuned into their favourites on YouTube, compared to 15% who use Spotify and 12% on Apple Podcasts. Just five years previously, the numbers showed that 29% used Apple Podcasts and only 15% preferred YouTube.
For brands, this is an exciting opportunity to blend the intimate, conversational nature of podcasts with the visual appeal that platforms like YouTube are known for. Instead of just listening to a podcast, audiences will be able to see the conversation unfold in real-time, enhancing the connection and creating a richer experience. Brands can use this hybrid content to tell better stories, engage more deeply with audiences, and create content that feels both personal and dynamic.
Video podcasts will allow creators to reach wider audiences by combining visual storytelling with the authenticity of podcasting. It’s a natural evolution, and for brands looking to engage consumers, jumping on the video podcast train is a great way to keep things fresh, relatable, and highly shareable.
The key to success in 2025 will be understanding the shifting landscape, embracing new technologies, and adapting content strategies to stay relevant. Whether you're looking to tap into social commerce, engage with Gen Z and Gen Alpha, or refine your OTT approach, now is the time to plan ahead.
At Little Dot Studios, our expert team is passionate about helping brands navigate these changes and create content that resonates and engages. Reach out to us today to explore how we can bring these trends to life for your brand and drive success in the year ahead.