Key Social Media Trends in January 2025

At the start of 2025, two key trends stand out: the transformation of social media platforms and the rise of social commerce.

1. Platforms Updates

Instagram Expands Shopping and Video Features

• Extended Reels: Instagram now allows reels up to 3 minutes long. This enables agricultural professionals to create more in-depth content. Examples include farm tours, crop insights, and sustainability practices.
• “With Friends” Feed: A new feature highlights reels that friends have engaged with. This increases organic visibility for agribusinesses. These businesses rely on word-of-mouth marketing.
• AI-Generated Video Tools: Instagram’s AI-driven video features allow businesses to enhance storytelling through animated farm visuals and immersive content.

TikTok Faces Regulatory Challenges, Influencing User Migration

In January 2025, TikTok faced a temporary suspension in the U.S., prompting users to explore alternatives.

Many migrated to Xiaohongshu (RedNote), a Chinese social-commerce platform that combines user-generated content with e-commerce.

For farmers and agri-businesses selling direct-to-consumer (DTC), expanding to multiple platforms ensures continued access to engaged buyers.

Short-Form Video Continues to Dominate

Platforms like TikTok, Instagram Reels, and YouTube Shorts remain the best tools for engaging audiences.

Short farm tours, equipment demonstrations, and seasonal planting updates can drive significant engagement.

AI-Driven Content & Personalized Marketing

AI tools now analyze user behavior to provide customized product recommendations and automated ad optimization.

Agricultural businesses can use AI-powered social listening to track consumer trends and respond in real-time.

2. Social Commerce Becomes a Revenue Driver

Social media is no longer just about engagement—it’s now a full-fledged sales channel.

In-app shopping features on Instagram, TikTok, and Facebook make it easier for agricultural suppliers, seed companies, and farm brands to sell directly to customers.

The Expansion of Social Commerce in Agriculture

Social commerce—the integration of shopping within social media—has seen explosive growth. For the agricultural industry, this means new ways to sell farm products, machinery, and agricultural services online.

Global Growth and Market Trends

Social commerce generated $700 billion in revenue in 2024 and is projected to reach $8.5 trillion by 2030.

In the U.S., social commerce sales are expected to exceed $100 billion by the end of 2025.

Farmers, agribusinesses, and B2B suppliers are increasingly turning to social media as a primary sales channel.

Key Social Commerce Innovations Impacting Agriculture

1. TikTok Shop Revolutionizes E-Commerce

Farmers and agricultural brands can now list their products for sale directly in the TikTok app.

Live shopping events allow real-time interaction, making it ideal for selling fresh produce, farm-made goods, and agri-tech solutions.

2. Instagram Shopping Enhances In-App Buying

Virtual storefronts allow agricultural businesses to set up Instagram Shops, showcasing their farm products with checkout options.

This is particularly beneficial for organic farms, agritourism businesses, and artisanal food producers.

3. Xiaohongshu (RedNote) Gains Popularity

Following TikTok’s temporary U.S. ban, Xiaohongshu gained a surge of new users.

The platform’s combination of influencer-driven content and e-commerce presents a unique opportunity for agricultural businesses targeting Asian markets.