What can today's leading science and healthcare brands learn from Hootsuite’s 2025 Social Media Trends report? More than anything, we can take note of a growing shift toward experimentation, creativity, and agility in an attempt to deliver more entertaining and engaging content. From embracing bold, unconventional formats to leveraging AI and social listening for smarter engagement, the report makes one thing clear: brands that push past rigid playbooks will see stronger results.
Combining Entertaining Formats with Credible Insights
One of the most significant trends highlighted in Hootsuite’s report is the growing move away from strict content guidelines. Whereas previously, content was likely developed for the sole purpose of promotion, marketers are now eager to explore avenues for entertaining their audiences. In Hootsuite’s recent survey, “nearly half of [respondents] said that more than 60% of their social content aims to entertain, educate, or inform without directly promoting themselves, their products, or services”. For life science marketing, this goal of entertainment must be carefully balanced with the responsibility of delivering credible information.
An excellent example of this growing approach is from Twist Bioscience — a synthetic biology company that has mastered the art of balancing informative content with audience engagement. By crafting content that’s both insightful and engaging, Twist shows that it’s possible for scientific organizations to entertain without compromising credibility. Its approach highlights how scientific brands can effectively combine rigorous information with creative storytelling, building stronger connections with their audiences, while maintaining their authority.
Another great example of scientists embracing entertaining content formats is the National Human Genome Research Institute (NHGRI). While the institute’s socials are full of traditionally educational and informational content, there are also countless posts leveraging popular memes, TV shows, TikTok trends, and more. The mix of content allows the audience to not only get the type of information they find valuable, but to do so in a way that’s enjoyable and likely different from other sources that are competing for their attention.
The Rise of Short-Form Video
If you’re not paying attention to short-form video, now’s the time to start. The social media trends report revealed that a striking 72% of marketers plan to increase their investment in short-form video content in the coming year. Why? Because it’s effective. This shift highlights the growing importance of creating concise, visually appealing content that captures audience attention. For scientific organizations, this presents an opportunity to break down complex concepts into digestible, bite-sized formats that resonate with everyone – from experts in the field to laypeople.
AI in Content Creation: A Double-Edged Sword
Artificial intelligence (AI) is becoming increasingly important in content creation, with 58% of surveyed marketers reporting that they’re using AI tools to help generate and curate content. While it’s clear that AI can help streamline content production, there’s the consequent challenge of ensuring accuracy and integrity. Balancing the efficiency of AI with the rigor of scientific communication (i.e., having humans review thoroughly) will be key to maintaining the trust of your audience.
Balancing Innovation with Credibility: Looking to the Future
As we move further into 2025 and beyond, scientific organizations will face an ongoing challenge: balancing innovation with credibility. The ability to adapt and experiment with content will be a critical differentiator, but this must be done within boundaries that align with a brand’s core values and scientific integrity. Flexibility is essential, along with a commitment to creating content that is both engaging and trustworthy.
Embracing emerging platforms and technologies—such as AI—offers scientific brands the opportunity to expand their reach and engage with diverse audiences. However, it’s vital to ensure that these non-traditional tactics don’t come at the cost of the trust and credibility that are central to the scientific community. Striking this balance requires a commitment to quality, as well as continuous learning and adaptation to stay ahead in the fast-evolving social media landscape.
Ultimately, the key is to experiment with new trends and tools thoughtfully, creating content that not only informs but also resonates with and inspires your audience. By doing so, scientific organizations can enhance their presence, stay relevant, and maintain the rigorous standards that define their field.
