What 2025 Holds for Content Creation

How AI and the rise of personal storytelling are reshaping what it means to create real, engaging content.

At the end of every year, the internet is buzzing with predictions. I love seeing these forecasts and reflecting on where the online world might be heading, how social media evolves and how people respond to these new directions.

Right now, everyone seems to be talking about social media burnout, how short videos have taken their toll, and predicting that next year will mark the true return of blogging and long-form content like YouTube and newsletters. Substack is also getting a lot of attention in these conversations.

I always try to look beyond my own perspective. It’s easy to get trapped in a bubble online—like when you search for cute little puppies, and suddenly, they’re everywhere. It might feel like everyone is posting about puppies, but in reality, your interests and search habits are simply creating a curated box around you.

So I started to analyze myself: I recently launched Well, Being Creator and pivoted my Substack to focus on creators’ mental health, a direction where authenticity, unique personality, and energy are the most important fuels in business and social media.

Is it just a coincidence? Or did I gravitate toward this topic because I’ve been reading about it? Or is there truly a shift happening in the online space in this direction?

I think there’s some truth to all of it. It’s noticeable that when something becomes overwhelmingly dominant, the opposite eventually starts to feel fresh and appealing. That’s exactly what we’re seeing now.

Over the past few years, short videos, trending audio, constant posting, and daily updates have taken over the online space. But people seem to be reaching a tipping point and craving slower, more intentional content. And this shift is gaining momentum. As more people express this need, others join in, and brands, platforms, and businesses start to take notice and adapt.

I’ve been in the world of social media marketing and digital content creation for 15 years, so I’ve seen plenty of shifts and evolutions during that time. You can already sense another change on the horizon, though that doesn’t mean short videos will disappear entirely.

Instead, it means there’s room for everyone during this transitional period. Those who prefer creating longer-form content and showing up less frequently can still achieve their goals, while those who thrive on the fast-paced energy of TikTok or Instagram can continue to find success there too.

But this isn’t the only shift happening online right now. I still remember back in 2022 when I created a course on how solopreneurs could use ChatGPT for content creation. At the time, it felt like this groundbreaking, mysterious tool that we all had to figure out from scratch. In Hungary, where I’m from, almost no one was talking about it yet, it was so new.

Fast forward to today, and almost every creator I know is using AI in some way. Not only have we gotten better at using it, but AI itself has improved so much. And maybe it’s too fast…

When anyone can use ChatGPT to create a post, a newsletter, or even a comment, certain types of content start to look the same. These cookie-cutter pieces lose their impact over time, they just don’t grab our attention anymore. This is what led to the decline of educational content.

Back in 2020-2021, if I posted something starting with “How to…” it could easily rack up hundreds of likes. But now, people aren’t as interested. It’s not just because the content itself has changed, it’s because anyone can create it now, and many people do.

What people are still drawn to, however, is uniqueness, personality, and storytelling. How to... posts don’t offer that anymore, so the shift is clear: the more personal, distinct, and original something is, the more appealing it becomes.

Even with the rise of AI and automation, people remain human. We still crave connection, community, and genuine communication.

So, authentic content has taken on a new meaning: it’s not just about being yourself, it’s about being human.

When I started writing this post, I had no idea where it would end up :) But here we are, and I’m really curious to hear your thoughts! Share them in the comments!

Andi