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Social media is constantly evolving. Which means that the ways in which users interact with posts and content will change continually. To be successful, marketers need to stay aware of new and emerging trends across the social media landscape. This is especially true for healthcare marketers, as healthcare brands face unique challenges and restrictions when it comes to social media-based marketing strategies.

By looking forward to how social media may transform through 2025, you will be better able to anticipate the needs and demands of potential patients, positioning your healthcare brand to succeed and grow. The new year may already be well on its way to spring, but there’s still time to consider and implement these six social media trends and help your brand grow on social media!

The Top Social Media Trends for Healthcare Marketers in 2025

There are six significant social media trends that today’s healthcare marketers must be aware of in order to achieve success. Those trends include the following:

1. Embrace Outbound Community Engagement

In the old model of social media, brands wanted all of the engagement on their own posts. You wanted people to engage with your content on your terms to help grow your engagement. But today’s social media landscape has changed. It turns out that there’s immense value in engaging with the content of your community. The reason for that is simple: when you engage with the community, you create good feelings and good stories. And those stories resonate with your core audience.

For healthcare brands, this can be especially challenging because it’s important to engage with communities that align with your values. A thoughtful, intentional approach to outbound community engagement is critical to success.

2. Short Form Video Has Become Dominant

Today, most people on social media are not looking for long form content. They want a quick snippet of something interesting before moving on to the next thing. Which means long form videos can truly strain attention spans and often ends up ignored.

But video is still a great way to foster engagement. That’s why short form video has become dominant across all social media platforms. Yes, this is especially true on platforms like TikTok. But it’s additionally true on Facebook, Instagram, and nearly every other social media platform. So the lesson here is that in 2025: keep your video short! In the healthcare field, this could mean short explanations of procedures, intros for staff and physicians, fun facts, and more.

3. Your Brand Must Tell a Story

In 2025, it’s absolutely critical for your healthcare brand to tell a story! What your brand story looks like is up to you, but it must be consistent across all social media platforms. Your brand story communicated on LinkedIn should match your brand story communicated on Facebook and so on. A cohesive brand narrative can help communicate your values, your mission, and your offerings.

This brand story should be communicated through every post, every video, and every comment you leave on other posts. That’s why having a firm understanding of your brand in 2025 is so critical to success.

4. Know How to Use (and Edit) AI

In some ways, Artificial Intelligence-powered content generators can help you save time and money–and prevent creative burnout in the process. Modern generative AI can produce readable and legible social media posts with some reliability. But there’s a caveat: you still need to edit those posts.

Healthcare brands will quickly lose credibility and trust if they post information that has not been vetted or touched by human hands. All of your information must be accurate, coherent with your brand story, and resonate with a human reader.

Whether AI ends up saving you time and effort is an equation that every company will have to struggle with on their own. But what’s clear is that, at some point in 2025, you’ll probably be tempted to give AI social media posts a shot. Make sure that you take the time to do it right.

5. Employee Generated Content

An additional solution for creative burnout is to invest in more employee-generated content. After all, many people simply love posting on social media–and many of the folks on your team are probably very good at it. Employee generated content feels authentic, innovative, and personable. It helps forge a robust connection between your brand and your audience.

In this way, your healthcare team can educate patients, your team can show off your brand’s personality, and your brand can reach new patients in a whole new way.

6. Hashtags are Less Effective

The final thing to be aware of heading into 2025 is that hashtags have lost a great deal of their potency. In other words–this may not be an area where you need to spend much time or effort. Consider putting that time and effort into generating a more organic reaction to your social media content.

Get Ready for 2025

For healthcare brands, social media is a critical part of your overall marketing strategy. These six new trends can help ensure you are steering your social media campaign in a successful direction!

Want to know more about social media for healthcare brands? Contact PatientX to schedule a consultation!