Threads, Reels, Shorts?! What’s Actually Working for Creators in 2025

The content landscape moves fast. What dominated your feed a year ago is probably already out of style, and if you're a creator or a brand trying to stay relevant, it can feel like a never-ending game of catch-up. Between Threads, Reels, Shorts, TikToks, carousels, memes, livestreams and who-knows-what’s-next, it’s fair to ask: what’s actually working in 2025?

Let’s unpack the platforms, formats and behaviours that are helping creators win this year.

Reels still reign, but with a twist

Instagram Reels are still one of the most effective ways to reach new people. But what's changed is the format within the format. Ultra-edited Reels are fading. In their place, lo-fi, direct-to-camera content is driving more engagement.

Creators who are winning on Reels right now are:

• Posting consistently, often daily
• Talking directly to camera like they’re FaceTiming a friend
• Using storytelling over trend-hopping
• Letting their personality carry the content

Reels that feel “made for the feed” are being edged out by Reels that feel like a peek into someone’s real life.

YouTube Shorts is the dark horse

Shorts has grown massively in 2025, particularly among creators looking to build long-term audiences. Unlike TikTok and Instagram, YouTube offers creators a more structured path to monetisation. And Shorts are now a key part of that journey.

What’s working best:

• Niche value-led content that teaches, solves, or entertains in under 60 seconds
• Repurposed long-form videos into short-form snippets
• Series formats, like “Day in the life” or “Mini tutorials”

YouTube also pushes Shorts more strategically than other platforms, often leading to spikes in subscriber growth.

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Threads is less about virality, more about depth

Threads didn’t kill Twitter, but it did change the game for creators who want to build connection over time. In 2025, Threads is where creators:

• Develop a distinct voice
• Share ideas that don’t rely on visuals
• Start conversations that spread across platforms

Think of Threads as a space to workshop your thoughts, build thought leadership, and repurpose into visual formats later.

The best performing content here is:

• Unfiltered takes and hot opinions
• Bite-sized lessons or industry commentary
• Personality-driven observations and one-liners

It’s less about perfection, more about showing up.

UGC-style content continues to outperform

Across every platform, the most successful creators are embracing UGC style. That doesn’t just mean getting fans to submit content. It means leaning into the aesthetic of authenticity.

This kind of content works because it:

• Feels native to the platform, not overly branded
• Builds trust by showing real people and moments
• Encourages more interaction through relatability

Creators who can make content that feels user-made — even if it’s studio-level in strategy — are seeing the highest engagement.

Platform-native content wins every time

The big lesson in 2025 is this: copying and pasting the same video to five platforms rarely works. Each platform has its own tempo, tone and visual language.

Successful creators are:

• Creating unique intros for each platform
• Reframing their message for different audiences
• Testing what performs natively before repurposing

A Reel might start with a punchy hook. A Thread might lead with a controversial question. A Short might open with a cliffhanger. Same idea, different format.

So what should creators be doing right now?

Focus on fewer platforms, but show up with more intention. Test formats that feel right for your personality and audience. And above all, prioritise value over virality.

Here’s what we’re seeing work across the board:

• Reels and Shorts for reach
• Threads and TikTok for community and commentary
• Long-form content (podcasts, interviews, carousels) to deepen trust

If you’re trying to build as a creator in 2025, the smartest thing you can do is pay attention to the platform you're on. Create like you’re part of the culture, not marketing to it.

At Upbeat Media, we help creators and brands stay ahead of the curve. If your content isn't landing like it used to, you're not alone. The rules have changed. But when you know how to play them, the opportunities are bigger than ever.