Music has always been a strong tool to complement marketing as it conveys emotions to help forge meaningful connections with audiences. In the ever-evolving landscape of social media and digital marketing, it continues to play a pivotal role in shaping trends and influencing consumer behavior.

As we welcome 2025, it’s crucial for marketers to understand the symbiotic relationship between music and social media. Join us as we explore the latest trends, backed by data when available, and examine music’s impact on consumer engagement and brand strategies moving forward.

1. The rise of short-form music content

The explosion of short-form video content on platforms like TikTok, Instagram Reels, and YouTube Shorts has revolutionized how music is consumed and marketed. In fact, according to a recent study by MusicWatch, 68% of social media users discover new music through short-form video content.

Key statistics:

• TikTok reported over 1 billion monthly active users in Q2 2024, with music being a central feature in 90% of the most-viewed videos.
• Instagram Reels saw a 35% increase in music-related content engagement compared to the previous year.
• YouTube Shorts surpassed 2 billion daily views, with music videos accounting for 40% of the top-performing content.

These platforms have become crucial for artists and labels to promote new releases and connect with audiences. The “TikTok effect” on the music industry is undeniable, with songs going viral on the platform often translating to success on streaming charts. We’re seeing more artists create songs for the specific purpose of going viral on short formats, with a catchy 15 seconds of music often tied to short dance routines.

2. AI-generated music and ultimate personalization

It wouldn’t be 2025 if we didn’t talk about artificial intelligence. AI is reshaping the music landscape, offering new possibilities for personalized content creation and curation. A report by Technavio predicts that AI in the music market will grow by $4.75 billion between 2023 and 2027, with a CAGR (compound annual growth rate) of 32.32%.

Emerging trends:

• AI-composed background music for social media content.
• Personalized playlists based on user behavior and preferences.
• AI-driven music recommendation engines on social platforms.

This technology allows brands to create unique, tailored musical experiences for their audiences, enhancing engagement and brand loyalty—though it has also been targeted by bad actors for nefarious purposes:“Michael Smith, 52, of Cornelius, N.C., is alleged to have created thousands of bot accounts on platforms like Spotify, Amazon Music and Apple Music. According to the indictment, he used the accounts to automatically stream AI music he had placed on the platforms, generating as many as 661,440 streams per day.” (https://variety.com/2024/music/news/ai-songs-spotify-apple-michael-smith-fraud-charged-artificial-intelligence-1236130680/, 2024)

3. Live streaming and virtual concerts

The pandemic-induced shift towards digital experiences has solidified live streaming as a permanent fixture in the music industry, not just a fad. According to a survey by LiveNation, 65% of concert-goers expressed interest in attending virtual concerts even after the return of in-person events.

Impact on social media:

• Facebook saw a 50% increase in music live stream viewership in 2024 compared to 2023.
• X Spaces (formerly known as Twitter Spaces) hosted over 10,000 music-related audio events in the first half of 2024 only.

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• Instagram Live collaborations between artists increased by 75%, fostering new forms of musical partnerships and ways to engage with communities online.

These virtual events provide unique opportunities for brand sponsorships and collaborations, allowing marketers to reach global audiences in innovative ways. And this may only be the beginning, especially with Gen Z and Alpha being increasingly courted by brands.

4. Social audio and more podcast integration

The integration of social audio features and podcasts directly into social media platforms has opened new avenues for music discovery and discussion. Spotify’s 2024 Culture Next Report reveals that 62% of Gen Z and Millennials use social audio rooms to discuss music and discover new artists.

What about platform developments?

• Clubhouse introduced “Music Mode,” optimizing audio quality for musical performances.
• X Spaces launched a dedicated music category, seeing a 40% increase in music-related conversations.
• LinkedIn started testing audio events (currently in beta only for a selected group of creators), with 30% focusing on music industry networking and knowledge sharing.

This trend presents opportunities for brands to engage in meaningful conversations around music and culture, positioning themselves as thought leaders in their industry.

5. Blockchain and NFTs in music

Blockchain technology and non-fungible tokens (NFTs) are revolutionizing music ownership and distribution on social media. A report by Deloitte estimates that music-related NFTs will generate over $1 billion in revenue by the end of 2024.

Key developments in the field:

• X introduced verified NFT profile pictures, with 25% of music artists adopting this feature.
• Facebook Marketplace expanded its NFT offerings, with music collectibles seeing a 300% growth in transactions year on year.
• Instagram partnered with major record labels to launch exclusive music NFT drops, driving significant engagement among younger users.

While still niche, this technology offers new monetization opportunities for artists and creates unique collectibles for fans, fostering a deeper connection between creators and their audience.

The song remains the same… or does it?

The intersection of music and social media continues to evolve at pace, presenting both challenges and opportunities for us marketers. By staying attuned to these trends and leveraging data-driven insights to guide their decisions, brands can create more engaging, personalized, and impactful campaigns that resonate with music-loving audiences across social platforms.

As we move forward, the key to success lies in adaptability, creativity, and building a deep understanding of how music shapes social media experiences. By embracing these new trends, marketers can orchestrate campaigns that not only capture attention but also create lasting connections with consumers in our digital first world.