2025 Culture Report

Brands & Influencers Shaping Social Media

Our 2025 Culture Report dives into the most influential people, brands, and movements shaping this year’s cultural landscape. Here’s what’s making waves:

1. Creators Shaping the Future

Platforms like TikTok and Instagram continue to be creative playgrounds for emerging talent. The next generation of creators isn’t just entertaining; they’re shaping cultural conversations. Here's who we're watching:

• Jake Shane

• Amelia Dimoldenberg

• Victoria Paris

• Jared Mccain

Why They Matter: These creators are not only trendsetters but also ideal collaborators for brands aiming to connect authentically with niche audiences.

2. B2B Influencers and Brands Killing It

B2B marketing isn’t just about webinars and whitepapers anymore. The best B2B influencers and brands are finding innovative ways to educate, entertain, and inspire:

• Brandon Smithwrick

• Notion

• Jai Dolwani

• Figma

• Nik Sharma

• Klaviyo

• Pretty Little Marketer

• Beehiiv

• Nick Shakleford

Takeaway: B2B brands leveraging relatable content and building personal connections are standing out in crowded digital spaces.

3. Brands Excelling in Storytelling

Storytelling continues to be a driving force in brand marketing. The following brands exemplify how to captivate audiences:

• Sauz - Through their team’s eyes

• BigFace - They set the scene in the most ideal way, through Jimmy’s love of coffee/selling coffee in the NBA bubble

• Liquid Death & Oatly- Two classic culprits

• Brightland - Really into their new “She has good taste” series

• Soft Services - Everything this brand does is a win - sign up for their emails to get the real download

Why It Works: Audiences crave connection and authenticity. Brands that tell meaningful stories deepen customer loyalty and brand affinity.

4. Brands Leading with Creativity

The most innovative campaigns often come from CPG brands experimenting boldly. In 2025, we’re expecting to see:

• Creative Collaboration Campaigns - Working with brands to co-create a campaign with influencers and storytellers (especially localized campaigns or super niche audiences)

• Shoppable Everywhere: Continued growth of Instagram, TikTok (hopefully), and Pinterest shopping features. Brands will also tap into live-streaming to replicate the QVC-style approach for younger generations.

• Less In Feed Instagram Posts - But focusing on each posts being “the moment” - Check out these brands for inspo: Ghia + Last Crumb + Brigade + Binaurale + Ghostwrite

• In Person Retail Stepping Up/Pop Up Shops Dressed to Impress

• AI-driven personalization: Use AI to deliver hyper-personalized content, product recommendations, and experiences in real-time.

• Leveraging “Micro-Moments”: Capitalizing on fleeting but significant moments, such as trending memes, viral sounds, or cultural phenomena, to deliver quick, relevant content.

Key Insight: One-off campaigns are opportunities to experiment, create buzz, and resonate with audiences in a memorable way.

2025 is shaping up to be a year of innovation and transformation. From up-and-coming creators to groundbreaking campaigns, the trends outlined in this report highlight how brands can stay relevant in a rapidly evolving digital landscape. At norevisions.co, we’re here to help startups and small businesses navigate these trends and craft impactful marketing strategies.