The State of Social Media: Why, What, and How to Navigate the Shift

Diego Velazco
Sep 24
3 min read

Social media is constantly evolving, but 2025 is proving to be a year of real transformation. From the rise of short-form video to a demand for more authentic connections, brands are reevaluating how they show up online.

The numbers don’t lie: 78% of consumers prefer discovering products via short video content. And it’s not just about what’s being posted, it’s about how it’s being delivered.

Let’s break it down: the why, the what, and the how behind today’s state of social media.

Why: Trust & Authenticity Are Everything

Consumers don’t just want content, they want connection. In fact:

55% of consumers say they’re more likely to trust brands that publish content created by humans rather than AI.
58% of social media users want brands to actually interact with their audiences.
57% want to see brands create original content series, not just one-off posts.

The biggest shift? Engagement is moving away from the overly polished, corporate feel and toward a more human, approachable voice.

70% of consumers prefer brands that sound casual and conversational in their posts.
Marketers are taking note: 62% use social listening to tap into trends and cultural moments in real-time.

And when it comes to creativity, brands are embracing what we like to call creative bravery:

Nearly 43% of brands are experimenting with new tones and personas tailored to specific platforms.
Around 25% of consumers want to see brands interact with influencers or jump in on viral memes.

The takeaway? Social is no longer about perfection; it’s about personality.

What: Renters Want More Than Just a Lease

The rental market has changed, and social media is where those expectations are set.

Today’s renters aren’t just searching for a space; they’re looking for a lifestyle that feels like home. Here’s what they care about most:

68% are willing to pay more for properties with strong online reputations.
65% say sustainability matters.
51% consider smart home tech essential.
48% prioritize specific features over affordability.
58% report searching for pet-friendly options.

This tells us something huge: renting has become less about saving and more about finding a place that matches their values, needs, and lifestyle.

That’s why understanding the metrics that matter and applying industry knowledge is key to creating content that connects.

How: Turning Social Into Signed Leases

Here’s where it all comes together. Social media doesn’t just build awareness—it drives action.

57% of renters across all age groups remember seeing apartment information on social media.
From discovering an influencer collab to starting an online apartment search, renters are moving seamlessly from scroll to sign.

So how do we get there? Social Kapture creates content that showcases a property’s vibe, not just its brand. This includes:

A local focus to spotlight the neighborhood.
Creative tours that provide a genuine sense of the space.
Influencer campaigns that show authentic experiences through a renter’s lens.
And so much more — strategic social media management, custom digital campaigns, and comprehensive marketing solutions tailored to your community's unique needs.

This is the kind of content that resonates, connects, and converts.

Final Thoughts

The state of social media is shifting fast, but that’s not a bad thing. It’s an opportunity to lean into authenticity, experiment with creativity, and meet renters where they are: scrolling, watching, and engaging.

At the end of the day, it’s not just about having a presence online; it’s about creating a presence that feels real and relatable.

Sources: Data and insights in this article come from leading industry reports, including Hootsuite's Social Media Trends 2025 Report, Multi-Housing News's marketing strategy analysis, Sprout Social's 2025 trend research, criterion.b's multifamily statistics, Push's social content engagement study, and Social Kapture's research on multifamily marketing evolution and social media aesthetics.

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