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And just like that, 2025 is done and dusted. What a wild ride it has been! Platforms dropped smarter tools, trends went full nostalgia-meets-quirk, and creators kept raising the bar. If you blinked and missed half the viral moments, don’t worry. We’ve got the full recap of Q1 to Q4, the updates that actually moved the needle, the trends that shaped content, and a sneak peek at 2026 straight from us. Let’s rewind, then fast-forward.
The year started with a clear focus on longer storytelling and high-octane energy. Brands suddenly had room to breathe with three-minute Reels and sharper analytics, so content became bolder, more culturally charged, and heavily music-driven, perfect timing for creators chasing Gen Z attention.
Key Platform Updates
Top Trends
Music-sync dramatic reveals (that Kendrick Lamar Super Bowl drop), K-pop styling transitions, and Doechii-powered high-energy edits dominated feeds. Brands leaned hard into quick choreography and sudden product reveals. The result? Higher completion rates and a lot more shares.
Q2 felt softer and more relatable. Updates streamlined workflows, while trends tapped straight into nostalgia and everyday humour. Lifestyle content, fashion hauls, wellness routines, and “real-life” storytelling took centre stage.
Key Platform Updates
Top Trends
“Imma Be” timelines, “Probably needed a hug…” relatability hooks, soft fail-to-glow-up clips, and random-object props gave brands endless ways to feel human. Nostalgia tracks paired with quirky props became the go-to formula for lifestyle creators.
Q3 turned social feeds into playgrounds. New linking features, deeper analytics, and cinematic formats encouraged multi-part series, collaborations, and bingeable content.
Key Platform Updates
Top Trends
Ultra-wide 5120×1080 cinematic Reels, handshake intros for collabs, and nostalgia-dance mashups ruled. Brands started treating Reels like mini Netflix episodes, and the data proved audiences were watching till the end.
The final quarter kept the playful energy but added smarter testing tools. Content stayed light-hearted and meme-friendly while brands quietly optimised behind the scenes.
Key Platform Updates
Top Trends
“Word”-holic confessions, supermarket dances to Say Now, Le Sserafim’s “Spaghetti” choreography, and the AEAO protection meme brought pure joy to feeds. Everyday settings turned into instant stage sets, and brands that jumped in looked effortlessly fun.
The confetti has settled on 2025, and here’s what our team sees coming next.
1. Will video continue to dominate socials?
Everyone already does video well. What will matter more is why you’re making the video and what you’re actually saying. The brands that stand out will be the ones with a clear point of view. Sometimes that means being quieter, slower, or more intentional instead of trying to go viral all the time. It’s less about chasing attention and more about earning it.
2. Are there any creative techniques that you want to see more of in 2026?
Looking forward to more hand-drawn elements, imperfect typography, or visuals that feel more human instead of overly polished. Work that feels designed with passion, and not just optimised for the algorithm.
3. What is one creative norm or industry 'best practice' that you predict will become irrelevant in 2026?
We’ve leaned too hard into metrics, and relying on what the algorithm supposedly wants. Next year, that mindset might start to fall apart because people can feel when content is made just to perform. I think we’ll see a shift back to stronger ideas, fewer posts, and a more human approach to content. Work that’s memorable and meaningful will matter more than work that just gets clicks.
1. How can brands stand out in 2026, even as video continue to dominate our social feeds?
Video will dominate, but public feeds are fast becoming passive digital billboards. Real influence is shifting to the private DMs and group chats where we actually trust recommendations. To stand out, brands must pivot to 'Share-First Creation.' Treat video as a currency for conversation, not a broadcast. If your content doesn't inspire a user to DM it to a friend with the caption 'this is so us,' it’s just noise.
2. Are there any creative techniques you want to see more of in 2026?
In an era where every digital footprint is permanent, scarcity creates value. Brands should leverage temporary digital spaces eg, pop-up servers, one-time AR drops, or content that deletes itself after 24 hours. We need to trade passive, endless scrolling for active, 'blink-and-you-miss-it' engagement.
3. What is one creative norm or industry 'best practice' that you predict will completely break down in 2026?
The obsession with 'The Curated Grid' will finally die. The idea that your Instagram profile or brand page needs to look like a cohesive, color-coordinated puzzle is becoming irrelevant. Algorithms now prioritise individual content performance over profile aesthetics. In 2026, a meme sits next to a high-production ad, and nobody cares if the colors match. Relevance will matter more than consistency.
1. How should online content evolve to remain effective and capture audience attention in 2026?
While we can still jump on trends and conduct the usual street interviews and such, online content should evolve and pull the audience into the brand's world. Instead of just providing information, we could create narratives that the audience can follow and be a part of, reflecting their own experiences. Create content that has continuity, real-life scenarios for authenticity.
2. Which online/offline platform do you believe is currently undervalued by brands?
Xiao hong shu, lemon8, WhatsApp, telegram - depends on who you're targeting. These apps are not new and, as mentioned, undervalued. Brands are overlooking and not spending enough time on these apps, which explore, discover, create authenticity, and have the potential to build a community. These apps can be used as relationship-building touchpoints. Share content such as behind-the-scenes, 2-way engagement to strengthen trust and drive retention.
3. How should brands approach integrated campaigns differently in 2026 ?
Focus on the objectives, study the target audience. Prioritise touchpoints that can connect, engage, and convert - Focus on the experience, then channels.
What are you looking forward to seeing more of in 2026?
I’m looking forward to seeing brands communicate with more authenticity and honesty. While these ideas have been discussed for some time, few brands have embraced it locally. Singapore audiences are savvy and discerning, and they quickly notice when brands don’t walk the talk. The brands that succeed will be those that are open and human, even if it means acknowledging imperfections.
I also hope to see more brands daring to stand out. Simply following trends or relying on tried-and-tested approaches will no longer be enough to capture attention in the feed. Taking calculated creative risks while still staying relevant to the brand and local culture will create more meaningful connections with audiences.
Big-picture themes we all agree on: longer, serialised video (think Reels seasons), seamless on-platform shopping, user-controlled feeds, micro-communities over megaphones, and sustainability moving from a nice-to-have to a table-stakes requirement.
Here’s to a 2026 filled with sharper creativity, deeper connections, and a lot less noise. Keep experimenting, keep it real, and we’ll see you in the next Social Buzz. Cheers! 🍾
(It’s never just us – massive thanks to Social Media Today, Hootsuite, Later.com, TikTok Newsroom, Social Media Examiner, Adido Digital, and the countless creators who made 2025 unforgettable.)
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