6 Social Media Trends in 2025: What Fintech and Financial Services Brands Need to Know.

Buckle up! Social media is evolving fast, and 2025 is set to bring major changes to how businesses engage their audiences online. From new video formats to policy shifts, fintech and financial services brands must stay ahead of these trends in social media marketing to remain competitive.
Dive in for the latest developments and actionable tips for your business.
1. LinkedIn upgrades Campaign Manager: What it means for paid social
Last month, LinkedIn introduced several enhancements to its Campaign Manager to optimize advertising performance on the platform. These updates introduce advanced targeting and measurement tools, helping businesses — especially in fintech and financial services — optimize their paid social strategies.
Key updates include:
- Goodbye “Company Engagement” report. Hello “Companies” overview. This update introduces expanded filtering options and deeper insights into both paid and organic interactions. Data can now be analyzed in 90-day increments, and reports can be saved as audiences for future campaigns, allowing for more precise targeting.
- Introducing the “Measurement Insights” tab. This new tab consolidates member, company, campaign and ad format data into a single view, streamlining performance measurement across marketing efforts.
- Enhanced data-driven attribution report. Marketers now have greater visibility into how specific efforts influence lead generation, making it easier to identify which campaigns and ads are driving the most impact.
- Reduce wasted spend with “Qualified Leads Optimization.” By connecting their CRM via CAPI and sharing examples of qualified leads, marketers can refine campaigns to target prospects that meet specific marketing or sales criteria.
What this means for fintech marketers
Paid social is a fantastic way to complement your organic social media efforts. As LinkedIn Campaign Manager becomes more sophisticated, so do its targeting capabilities, offering fintech and financial services brands new opportunities to refine their paid social strategies.
Consider incorporating paid social into your broader social media strategy to amplify media coverage, bylines and other PR wins. Compared to other forms of advertising, the investment is relatively low, and LinkedIn’s advanced targeting capabilities help ensure your content reaches the right audience — potential customers, partners and key stakeholders.
2. X doubles down on video: Why it matters for brands
X has an update (again). After testing a video feed over the last year, X officially launched a new, dedicated video tab in the bottom function bar of the app, giving users a full-screen immersive video feed, similar to TikTok.
This rollout comes amid TikTok’s uncertain future and as Elon fights to keep X relevant while other platforms like YouTube, Instagram, BlueSky and even LinkedIn prioritize vertical, in-feed video content.
How to make the most of this shift
Video is a compelling way to share content in a social-first format that often outperforms static posts in terms of engagement. The new video tab centralizes video content, making it easier for users to discover and interact with visual storytelling.
If your company has a presence on X and the capability to produce video, this update presents an opportunity. Create shareable, bite-sized video content that resonates with your audience, such as product demos, behind-the-scenes clips or industry insights.
If you’re already sharing vertical video on other social platforms, you can repurpose that content and incorporate it into your content strategy for X.
3. Bluesky gains traction: Should fintech brands care?
The social media app aiming to replace X is gaining popularity around the globe. With nearly 30 million registered users, is it worth jumping on the Bluesky bandwagon?
Bluesky, the decentralized social network conceptualized by former Twitter CEO Jack Dorsey, has many similarities to X, including its interface and “microblogging” concept aimed at sharing short text, images and videos.
The social network is currently free to use and has a 300-character limit per post compared to X’s 280 limit for non-premium users. It also allows customization by giving users the ability to determine their feeds and the content they see.
“Feeds” are built by the Bluesky community of users and are a way to centralize content around a specific subject. While there are feeds for fintech and other finance-related topics, traction on those feeds is still minimal.
However, the media are joining Bluesky with publications like TechCrunch and Bloomberg having an active presence on the platform.
How fintech brands should approach this new platform
Before committing to another social media platform, evaluate your goals and consider the value a specific platform could provide. Be sure you also have the resources to maintain a consistent presence.
While Bluesky is experiencing a surge in users, most companies establishing a presence are consumer-focused. As mentioned, feeds related to fintech, insurtech, proptech and the broader financial services landscape have been slower to gain traction.
It’s important to monitor how the media are using the platform and assess whether it could be impactful from a media relations standpoint for your company or key executives to establish a presence.
4. Instagram’s grid goes vertical: What it signals for social media
After a months-long warning, it’s official: Instagram has replaced its square grid with a vertical-aligned format. Is it a coincidence that it’s now more similar to TikTok’s grid or Reels? We think not.
Additionally, the platform announced its plans to move Highlights into the grid, while also creating a separate tab for them. These visual updates are part of a larger push from the platform to give creators “more control” over the aesthetics of their grids. Adam Mosseri, Head of Instagram, reported there is a tool in development that will allow users to re-order their entire grid and make it whatever they want.
What this means for your Instagram strategy
Most likely, your existing graphics for Instagram will need to be resized to fit the updated specs. To fit the new grid, images should be 1080 x 1350 pixels with a 4:5 aspect ratio. Given the visual nature of Instagram, ensuring your graphics are appropriately sized for the platform is essential for creating a professional presence.
While you’re focused on refreshing your creative for the platform, consider experimenting with new designs, such as carousels, infographics and storytelling formats.
5. Meta bids fact-checking farewell: A credibility challenge for brands?
Meta recently announced the end of its third-party fact-checking program in the U.S., opting instead for a “Community Notes” system. Similar to the approach introduced by X under Elon Musk’s leadership, this community-driven system applies only to organic content.
This shift has raised concerns about a potential decline in the platform’s credibility, given the increased risk of misinformation spreading unchecked. It’s also worth noting that paid ads will be excluded from the Community Notes feature, making paid content exempt from fact-checking of any kind — a move that could further complicate trust issues for brands leveraging Meta’s ad platform.
Caliber COO Kristie Galvani recently addressed these challenges at the CommPRO Communications Town Hall, emphasizing the importance of caution in brand communications. “You have to be strategic in your approach, monitor the situation closely and engage cautiously,” she noted, recognizing that communications professionals must tread carefully in this new environment.
How brands can adapt to this change
These updates are still in their early stages, so no immediate action is required. If your business is active organically on Instagram or Facebook, continue maintaining a presence on these platforms while also assessing how misinformation concerns may impact your brand’s credibility and engagement strategy.
From a paid perspective, now is a good time to evaluate your ad spend more broadly and determine which platforms are providing the most value to your business. Given the lack of Community Notes or fact-checking for paid ads, it’s possible that ads could become less effective on the platforms as trust and credibility decline.
As Meta rolls out the changes onto each platform, stay vigilant, monitor updates and consult with your agency to determine the best path forward.
6. TikTok is back — but is it here to stay?
TikTok is (mostly) back in action in the United States following a ban that blocked access to the app and removed it from the App Store. While the official ban took effect January 19, 2025, the popular social media platform went dark a few hours before midnight on the 18th for users in the U.S. However, access was restored approximately 12 hours later.
Shortly after the inauguration on January 20, President Trump signed an executive order delaying the ban by 75 days to allow his administration more time to “determine the appropriate course of action.”
While no official course of action has been confirmed, President Trump has suggested that TikTok’s parent company, ByteDance, sell 50% of TikTok to an American company.
What should businesses do next?
If your company has a presence on the platform, continue to maintain a presence but be sure to save your videos without the watermark for potential use on other platforms. The future of TikTok in the U.S. is uncertain, and you don’t want to lose your videos should the platform go dark again.
Meanwhile, other social media platforms are prioritizing vertical video amid TikTok’s rocky future. Now is the time to reevaluate which platforms are most effective for reaching your desired audience. Consider repurposing vertical video content across channels.
How to future-proof your fintech social media strategy in 2025
As social media platforms and user behaviors continue to shift, staying ahead of social media trends is essential for fintech, financial services and insurtech brands looking to remain competitive. From the rise of vertical video and shifting platform algorithms to policy changes affecting credibility and ad performance, businesses need a strategic, adaptable approach to maximize their social media impact.
Need help navigating the fast-paced world of social media? Our Social Media team has deep expertise in developing and executing strategies tailored to fintech, financial services and insurtech clients. Let’s work together.
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