As we sail through May 2025 and edge towards June, the social media landscape is continuously driving energy with rapid shifts in consumer behaviour and platform innovations. This is a moment (and has been for some time) for brands to seize fleeting cultural moments, harness cutting-edge AI tools, and forge authentic connections. From short-form videos to the rise of social commerce and AI-driven personalisation, June 2025’s trends are going to be all about engagement, immediacy, and impact.
At Favoured, we’ve been riding these waves as they come, which seems to be weekly with the output of content and social media viral news stories circulating. Crafting viral campaigns that don’t just trend—they convert. Drawing from the latest data on online consumption and from what is literally trending right now on social media, this report dives into the top social media trends for June 2025, offering actionable insights to keep your brand ahead of the curve and online relevant.
Short-Form Video Continues to Dominate Short-form video remains the heartbeat of social media, with platforms like TikTok, Instagram Reels, and YouTube Shorts driving unprecedented engagement. According to DataReportal, users spend an average of 141 minutes daily on social media, with 78% preferring short-form videos for product discovery. TikTok alone boasts 2.051 billion global users, projected to hit 1.8 billion monthly active users by June’s end. Engagement data from Socialbakers shows that videos under 24 seconds achieve 90% completion rates, while longer videos (over a minute) gain higher reach on platforms like Facebook – relatively an older crowd versus TikTok’s younger audience. In May, blending nostalgic summer aesthetics with branded CTAs, have spiked engagement by 35% for participating brands. Heading into June, expect platforms to push interactive video features, like Instagram’s rumoured “Reels Remix” tool, enabling real-time user collaborations. An actionable strategy could be: Create concise, visually appealing videos that tap into seasonal trends, think summer festivals, beach vibes, holiday vlogs.
Social Commerce Surges with Live Shopping Social commerce is exploding, with U.S. retail social commerce sales projected to reach $107.17 billion by the end of 2025. In May, 58% of TikTok users reported using TikTok Shop for shopping inspiration, with 46% of consumers making direct purchases via social platforms. Live shopping events are a key driver, particularly among 18-24-year-olds, who are 3.2 times more likely to buy during live streams.
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Live shopping events tied to summer product launches (e.g., apparel and accessories) are trending on Instagram and TikTok, with brands like ASOS seeing 25% higher conversion rates during May’s live events. June is poised for a spike in social commerce as platforms roll out enhanced in-app checkout features. Actionable Strategy Part 2: Host live shopping events with micro-influencers to showcase products in real time. Use retargeting ads to reach users who engage with your organic content, boosting conversions. Favoured’s work with teapigs shows how targeted live campaigns can amplify ROI FYI. 😉
AI-Powered Content and Social Search Optimisation AI is reshaping content creation and discovery, with 38% of marketers using generative AI for social media efficiency in May 2025. Tools like Kling and HeyGen are enabling brands to produce hyper-realistic visuals in seconds. Meanwhile, social platforms are becoming search engines, with 94.4% of internet users visiting social networks for product research over traditional search engines in February 2025. EXAMPLES OF AI TikTok’s search volume for “product reviews” surged 20% in May, as Gen Z uses it as a primary research tool. In June, expect platforms to integrate AI-driven search enhancements, like TikTok’s rumoured “Smart Search” feature, prioritising real-time, user-generated results. Actionable Strategy Part 3: Optimise content with platform-specific keywords (e.g., “summer skincare” on TikTok) and use AI to generate eye-catching visuals. Maintain a human touch to ensure authenticity, as 62% of consumers are sceptical of fully AI-generated content. Harnessing AI may sound easy but it actually requires a skill that not many people can grasp to make it look REALLY authentic and real. At Favoured we’ve completely reinvented the wheel of content output by harnessing the power of AI to make hyper-realistic video content
Niche Communities Gain Traction Niche communities on Reddit, Discord, and Threads are booming, with 52% of UK online adults engaging on Reddit by June 2024. These spaces offer tailored experiences, with 60% of consumers showing loyalty to brands fostering community access. In May, brands targeting Gen Z are seeing 20% higher retention in Discord communities focused on gaming and lifestyle. Actionable Strategy Part 4: Create branded Discord servers or Reddit threads for your audience’s niche interests. You could host Q&A sessions to deepen engagement, mirroring Innocent’s community-building success. Online Consumption Statistics for May 2025 Global Reach: 5.24 billion people (63.9% of the global population) are active on social media, with 253 million in the U.S. alone. Users engage with an average of 6.83 platforms monthly. Time Spent: The average user spends 2 hours 21 minutes daily on social media, with YouTube leading at 40 minutes per session, followed by TikTok at 45.8 minutes daily. Demographics: Gen Z (18-24) spends 3+ hours daily on social media, with 67% preferring comedy and memes on TikTok. Millennials (25-34) dominate X (29.95%) and YouTube (21.5%). Content Preferences: 81% of consumers want more short-form videos, while 42.9% of Gen Z rely on social media for daily news, with TikTok leading at 21%. Social Commerce: 107.6 million U.S. social buyers in 2023, projected to hit 114.3 million by June 2025. Apparel and accessories lead with 55.7% of social actions.
Spring is all about seizing the moment – whether it’s through addictive short-form videos, live shopping events, or authentic community engagement. By leveraging AI, social listening, and niche platforms, brands can turn fleeting trends into lasting impact.
At Favoured, we’re not just keeping up—we’re setting the pace. Our viral campaigns for our clients amplified performance marketing returns. Our data-driven, full-funnel approach delivers social media videos that don’t just get views—they get results. Ready to make your brand the talk of the summer? Drop us a line at Favoured, and let’s get to work.
