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1、PUBLISHED11 1 2025ANALYSTSErika Danielsson&Jari LhdevuoriCONTACT jarikurio.fiFOREWORDLast year,AI was the new shiny thing in the world of trends.And two years ago?Not even a footnote.Fast forward to today,and its the must-have tool everyones talking about.The pace of change is dizzying,and in the wo

2、rld of social media,its not just about keeping up;its about finding a way to jump on the speeding train without spilling your coffee.Social media itself is growing bigger,bolder,and more inte-grated into every facet of life.New platforms emerge,new trends dominate,and somehow,it all manages to fit i

3、nto the palm of your hand.Next year promises to be the era of zero-click content,where a single post can take you through an entire sales funnel without ever leaving the platform.Social is no longer just about entertainment or casual scrolling;its where we live our livesfrom learning and shopping to

4、 connecting and creating.Its the ultimate Swiss Army knife for modern existence.Our 96 page trend report dives into all this and more.Its designed to help you navigate this ever-changing land-scape,where the rules are rewritten faster than you can say“algorithm update.”A massive thank you to the 29

5、experts who took the time to share their insights.Without your perspectives,this report wouldnt exist.So,heres to youand heres to an exciting,unpredictable,and undoubtedly trend-filled year ahead.Jari LhdevuoriExecutive Creative Director&Partner Kurio-The Social Media Age(ncy)Erika DanielssonStrateg

6、istKurio-The Social Media Age(ncy)Juian BouldingPresidentthenetworkoneEXECUTIVE SUMMARYWe interviewed experts from 23 of the worlds leading independent agencies.Their insights can summarized in the following eight points.Entertainment and escapism reignFeed as a funnelTHE format of 2025:Influencer F

7、ormat HumAIn,the creAItorAI-first insightsSearch is going socialFrom creators to curators nailing the nicheZero-Click Content8 Trends for Social Media Marketing 2025METHODOLOGYThe insights were gathered by interviewing 29 social media marketing experts from 23 award-winning independent agencies,chos

8、en from the 12000+strong list of agencies in thenetworkone.The respondents are all part of the worlds leading independent network,thenetworkone,hailing from countries as diverse as USA,India,UAE,UK,Germany,Mexico,Sweden,South Africa and South Korea.The interviews were done in November/December 2024.

9、All the respondents are using social media to help their clients do better communications,marketing,and eventually,business.They dont work with any particular social media platform or service-provider,thus their insights come from an objective point-of-view.Coming from not only different countries,b

10、ut also different types of agencies,their answers offer a 360 view of social media marketing for the upcoming year.01.Authors01.Authors01 2025SOCIAL MEDIAMARKETING TRENDS 2025thenetworkone The worlds leading independent agen-cies network.With over 1,200 agencies in 115 countries,thenetworkone is uni

11、quely suited to find you the right agency partner in whichever market you need.Our best-in-class agencies can provide advertising,PR,media,digital,events,branding and design,B2B and B2C solutions,plus anything else you might require.Kurio/The Social Media Age(ncy)An award-winning social-first creati

12、ve agency.We are operating at the intersec-tion of creative&data,content&media buying using proprietary tools and frame-works.We aim for thought-leadership-publishing various annual whitepaperswith partners such as Cannes Lions andthenetworkone.Ricardo lvarez,Director Planning,Social MediaInbraxVict

13、oria Jenkins,Associate Director of SocialLaunchPancho Gonzlez,Co-Founder&Chief Creative OfficerInbraxSagar Rege,Partner&DirectorLiwaSebastin Berros,Social Media ManagerInbraxGaby Arriaga,FounderLeonardo1452Oana Oprea,Head of Digital Planning&Brand StrategistJam Session AgencySaurabhi De,Director,Con

14、sumer&International MarketingMedullaStefanie Shnchen,Vice President Strategy/Lead DigitalPiabo CommunicationsSylwia Rytel,Head of Social Media&Influencers180 Heartbeats+Jung V MattJinah Ha,Campaign DirectorBrand New AgencyRaven Baker,Social&Community LeadAdolescent ContentKaran Dang,CEO&FounderDangH

15、elen Hoye,Associate Director of EngagementAbelson Taylor GroupAlexander MoradCEOBright Mindscar Pea de San Antonio,Chief Innovation&Digital SolutionsAtreviaJordan Alperin,Creative StrategistDay One AgencyDhruv Gaur,Grp.Account Director,Digital MarketingMedullaFrancesco Incerpi,New Business&Sport Spe

16、cialistNext DifferentMarta Monteleone,Head of Digital ContentNext DifferentCristina Benedini,Analytics DirectorNext DifferentAurelija Plioplyte,Head of digitalNot PerfectSam Gormley,Founder&Global CEOOsaka LabsDiego Puzzangara,Influencer Marketing Account SupervisorNext DifferentMike Sharman,Chief C

17、reative Officer RetroviralViren Sean Noronha,Co-founderThe New ThingDonagh Humphreys,Head of Social and Digital InnovationThinkhouseKerstin Allin,Lead Owned Thinker ThinkerbellSarah Yim,Strategy DirectorZulu Alpha KiloSerenity Griffin Community Manager Adolescent Content01.Authors02.Top Trends01 202

18、5SOCIAL MEDIAMARKETING TRENDS 2025Entertainment and escapism reign“Social media has evolved from simple networking tools into entertainment platforms.This shift has blurred the lines between social media and traditional entertainment platforms like Netflix.And because of this,entertainment is no lon

19、ger just a category of content-its the expectation,even for serious topics or brand messaging.-And lets not overlook the rise of comedy creators.With so many people using social media as a primary news source,humor offers a much-needed escape.Were even seeing luxury brands,traditionally known for em

20、otionally neutral campaigns,jumping on board with comedy content.Brands like Marc Jacobs and Loewe are collaborating with comedians on social to bring a fresh,playful twist to their image.”Thinkerbell“Entertainment has emerged as a central theme in this new personal branding landscape.Social media i

21、nfluencers,content creators,and everyday users present themselves as entertainers,using creative formats to engage their audiences.From short videos and podcasts to visually stunning social media posts,self-expression is now a form of entertainment where the individual becomes both creator and brand

22、.”LiwaTREND#1“Everything Is Television,Except Traditional TV:Audiences are turning to TikTok,YouTube,and Twitch for entertainment,leaving traditional TV behind.These platforms offer something TV cannot:interactive formats that foster ongoing connections,create excitement,and instill a sense of urgen

23、cy.-By 2025,these platforms will dominate as the primary entertainment destination for young people,redefining how we watch and connect.They are embracing and incentivizing long-form,interactive content to meet this demand.Spotify is expanding its video capabilities to complement podcasts,while YouT

24、ube overhauls its TV app to better showcase native creators,positioning itself as a challenger to streaming giants.Meanwhile,Twitch continues to lead with record-breaking events like Kai Cenats Mafiathon,reflecting the growing appetite for extended,real-time engagement.This shift highlights a fundam

25、ental change:viewers crave parasocial connections,high-energy interaction,and a deeper sense of belonging.”-Adolescent Content“This shift in TikTok could be explained by the fact that it never truly was a social media,more an entertainment media.”Bright Mind02.Top TrendsSearch is going social“Social

26、 platforms are set to seriously challenge traditional search engines as the primary brand discovery tool in 2025.Already,64%of Gen Z have used TikTok as a search engine according to Adobes research,with the common expression being,“I Dont Google,I TikTok”-A quarter of people said they primarily use

27、social media to search and communicate online,this trend is only set to rise next year.The takeaway for brands?Your digital content needs to be entertainment led,social-first in format,algorithm-friendly and effortlessly shareable.”Launch “Social media is becoming especially for the younger generati

28、on the new“Google search bar.”The real difference with the old-style search is that people dont look for specific information about products and services but for inspiration.”NextDifferent“One of the most significant shifts in social media marketing will be the increasing SEO relevance of social med

29、ia activities.Platforms like Reddit,with their strong focus on user-generated content and community engagement,will play a key role in driving organic traffic and boosting search engine rankings.”PIABO Communications TREND#2Social media platforms are increasingly being used as search engines,particu

30、larly among younger users who prefer discovering brands through social channels rather than traditional search engines like Google.From global news to disease awareness all information is now readily available.This shift necessitates that brands optimize their social media profiles for searchability

31、 by employing SEO best practices tailored to each platform.”Medulla”There is no reason why brands shouldnt fight to be on top search lists on socials instead of Google,as this is the real place where users are.”180heartbeats02.Top TrendsFeed as a funnel“Platforms like Instagram and TikTok now offer

32、integrated shopping tools,allowing users to discover,evaluate,and purchase products seamlessly within the app.This“discovery-to-conversion”pipeline has redefined the role of social media managers.”Jam Session Agency“One of the most interesting trends I see is the rise of social commerce in the US wh

33、ere platforms like TikTok,Instagram,and Facebook arent just places to consume content,but essential hubs for discovering,exploring,and purchasing products.For me,its hard to imagine how much longer well rely on the traditional shopping journey,which requires us to leave social platforms,visit a webs

34、ite,add items to a cart,login,and enter our credit card information.Its a clunky,friction-heavy experience that just doesnt align with the fast-paced,seamless nature of modern life,especially for the savvy,next-gen user.”DANG TREND#3“The key shift is the consolidation of social networks as transacti

35、onal platforms.Thanks to advanced social commerce tools,platforms like Instagram,TikTok,and Pinterest will further integrate with direct payment solutions.This will transform marketing strategies,shifting from lead generation to direct sales closures within the same channel.Additionally,the use of g

36、enerative AI to create personalized campaigns in real time will become standard practice.”Inbrax“Social media platforms will increasingly connect desire and purchase-especially in regard to the speed between the buying impulse and the actual buy.”PIABO Communications 02.Top TrendsFrom creators to cu

37、rators Nailing the nicheTREND#402.Top Trends“Curators are the next influencers.And Curation is the new algorithm people crave.-As more consumers seek personalized,trend-driven experiences,curators offer a powerful way to tap into niche markets and drive conversions through curated,engaging storytell

38、ing.For marketers,this means evolving beyond traditional influencer partnerships and embracing curators as key figures in shaping brand identities in more subtle and creative ways.”Jam Session Agency“Online content is increasingly overwhelming,in reaction to this,a new type of influencer is emerging

39、:the“culture curator.”These culture curators provide two things:the synthesis of content available and a uniquely entertaining perspective.As the landscape continues to evolve,brands will need to consider how they can partner with these emerging curators to express their brand through new mediums or

40、 even inspire new products.”Zulu Alpha Kilo“As we look ahead to 2025,the creator economy will continue to evolve,driven by multiplatform campaigns,short-form video dominance,and AI-generated content.Creators will increasingly act as curators,filtering the noise to deliver meaningful content that res

41、onates with hyper-specific audiences.”THINKHOUSE The Format of 2025:Influencer Format“We no longer buy into the influencer;we buy into their formats and the distribution those formats promise.Sure,brands still chase after influencers with big follower count,but the smarter ones know better.They unde

42、rstand that high followers dont always mean high engagement.Instead,they ask:Whats the unique IP this creator brings?A podcast?A Reel series?A recurring character?A viral joke thats now a signature?In todays world,an influencers format is their most valuable asset.Its their arsenal,and theyre both q

43、uartermaster and sharpshooter.Influencer marketing is becoming less about personalities and more about media planning.Brands dont just want the person they want the format and the reach it guarantees.And theyre ready to pay top rupee for it.In 2025,the message is clear:your format is your superpower

44、,and its what keeps brands coming back.The New ThingTREND#5“Times of one-sided detailed briefs are over;they influencers are the ones who create and use the trends first,so give them credit and let them show that they call themselves influencers for a reason.”180heartbeats“Celebrities shine annually

45、 in multi-million dollar Super Bowl ads,but the best ones leveraged celebrities in a content creator-esque,integrated marketing communications play.”Retroviral 02.Top TrendsAI-first insights“AI can help unlock insights into audience behavior,predict trends,and personalize content,but the narrative c

46、ore must come from a deep understanding of brand identity and audience values.This fusion of data-driven insights and creative storytelling creates an ecosystem where technology amplifies,rather than replaces,human ingenuity.”Liwa“AI algorithms analyze user behavior to deliver highly personalized co

47、ntent recommendations.-AI has also revolutionized social listening by providing real-time,predictive insights.Marketers can now detect emerging trends,anticipate audience needs,and refine campaigns before trends peak,ensuring relevancy and maximizing impact.”Medulla TREND#602.Top Trends“AI isnt just

48、 levelling up the game-its revolutionising it.It supercharges the ability of marketers to uncover sentiment analysis,powers impactful market research,allows AI focus groups and enables rapid strategic pivots like never before.”Launch HumAIn,the creAItor“While many users have embraced AI tools to gen

49、erate content quickly and efficiently,the real skill now lies in adding a human touch to that output.AI cannot fully replace human creativity,especially when it comes to building a personal brand.Audiences crave authenticity and emotional connections,which means creators need to take AI-generated co

50、ntent a step further by editing and infusing it with their unique personalities,voices,and values.”Leonardo1452“AI-powered content tools will be the MVPs of 2025.-My thesis is that the magic happens in the friction between creativity and tech.Its the marketers who can balance AIs efficiency with hum

51、an storytelling who will truly thrive.”Bright MindTREND#7“On the other hand,social media faces“AI-enshittification,”a term coined by writer Cory Doctorow to describe the decline of platforms as profit and efficiency are prioritized over quality.Social feeds are quickly being filled with spammy,low-q

52、uality content where brain rot and AI sludge become mainstream.To stand out,brands will need to learn how to embrace AI for efficiency and two-way user communication while never losing sight of the human touch.”Day One Agency02.Top TrendsZero-click content“We also believe that zero-click strategies

53、will increase.Content that is born and dies in the social network without impacting any other touchpoint.Content that is useful enough that it does not need to be reinforced with any web URL or download of any kind.”Atrevia“It may seem obvious,but Ive noticed that companies are finally starting to u

54、nderstand what zero-click content is:valuable insights or engaging material provided directly on the platform without requiring users to click elsewhere.”Leonardo1452TREND#802.Top Trends“Everything apps”embody the trend toward consolidation and utility.Inspired by the success of platforms like WeCha

55、t,these super-apps promise to integrate social networking,e-commerce,payments,and productivity into a seamless ecosystem.This appeals to convenience culture,where users increasingly demand efficiency and a centralised experience to manage their digital lives.”THINKHOUSE03.The Interviews01 2025SOCIAL

56、 MEDIAMARKETING TRENDS 2025180HEARTBEATS+JUNG V MATTSylwia Rytel,Head of Social Media&Influencers”There is no reason why brands shouldnt fight to be on top search lists on socials instead of Google,as this is the real place where users are.”180heartbeats+JUNG v MATT is an independent interactive age

57、ncy,established in Warsaw in 2007.Creativity,independence,and faith in the power of innovation are amongst the greatest values,driving the agency.Our mission is:creating brand excitement and partnering with brands that want to make a change.180HEARTBEATS+JUNG V MATT(PL)03.The InterviewsEmerging user

58、s expectations are both higher and lower regarding the content they consume.This requires a special kind of equilibrium that not many brands know how to provide.Consumers want to see authenticity behind the brands profiles,not forced use of trends,odd partnerships,or real-time marketing,whose only p

59、urpose is to fill an empty slot in a content calendar.This doesnt mean a big budget,huge production,or lavish influencer trips,but ideas tailor-made for the audience we are trying to reach.A lovely creative that we spend hours developing wont mean anything if its only message is the generic one that

60、 the brand wants to communicate.With the use of GenAI,they can do it themselves,so what they need is for us to listen to them and follow their lead.Focusing on the narrative and seeing how it aligns with the audiences expectations and preferences is the sweet spot we should all aim for.At the same t

61、ime,when fun comes into play,everything might go out the window as social media users seek not only information but also escapism in these difficult times.One mismatched TikTok video that is fun can equal a whole campaign in changing the perception of the brand.Be creative,push the limits,dont be af

62、raid to do something out of the box,and focus on what you want to say,not only how you want to do it.Its the Internet,so your content will still end up sandwiched between evergreen cat videos,news broadcasts,and the latest beauty releases presented by current top influencers.Stand out and stand for

63、something you believe in.We can see the rise of understanding that the brand has to have something to say on social media and not treat it as only a way to highlight the offer.Users want to see if you have an idea for your brand and not just jump from trend to trend with the product in hand.A distin

64、ctive tone of voice,content you can create on your own that is still engaging and shows the brands essence,is key.Dont shy away from using USG or content creators to be closer to your audience,but always remember what you want to say and how the brand should be perceived.Coherence doesnt have to be

65、boring,just know who you are and what suits you.Forcing content and trends will always seem fake,we all didnt have brat summer,even if we said we did.Social care has always proven to be a great source of insights;now,it has become a tool of community building that is necessary to be closer to the cu

66、stomer who expects and deserves it.Its a two-way conversation that benefits everyone.Focus on the channels that suit your brand,but dont be scared of exploring Bluesky,Lemon8,and new emerging ones that might become the go-to in 2025 in the light of current changes,so be prepared to follow your audie

67、nce.The use of AI needs to be highlighted as it is more common now and will slowly be taking over different aspects of running social media channels.Dont underestimate its power by keeping it in the creative part only and generating new versions of the sad cat video(we all know which one)or personal

68、izing creatives into oblivion,but use it to better understand the metrics and data.Social listening,analyzing the sentiment,and overall performance-can all be evaluated in depth using new tools,and as we learn new approaches to social media,its important to see how things work in our day-to-day comm

69、unication.USER BEHAVIOUR 2025:What is the most interesting and/or important trend regarding how people are using social media?SOCIAL MEDIA IN MARKETING 2025:What is the most interesting and/or important shift in social media marketing for the marketing function/teams/industry?180HEARTBEATS+JUNG V MA

70、TT03.The InterviewsThe great AI debate continues,and its more important than ever as GenAIt is here to stay and change the way we work forever.If you havent adapted the use of it on the daily in 2024,2025 might be the last call for it.Its widely known that it can be used for creatives(including vide

71、os and animations),reducing the work on the production team,bouncing back ideas and synthesizing insights,increasing levels of social care,optimizing campaigns,and personalizing assets.The possibilities to create great content and analyze everything thoroughly before and after the launch are endless

72、.However,we cant forget that not only are we using it,but our audience is as well,so we should be prepared for it and make the brands as promptable as possible.Chat GPT and other tools are slowly becoming another touchpoint in the campaign ecosystem to meet our audience,and we need to be ready for t

73、hat.Not forgetting B2B communication,similarly to B2C,its necessary not to just push the huge amount of personalized assets with every offer possible and hope that one will stick and end up in more business.Focus on the message,have it clear from the start and consistent among all channels,and then

74、adapt&adjust.Every business will be optimized using AI and personalizing each creative as much as they can,so remember what differentiates your products and use it as an umbrella idea that later can be molded into what is needed.Authenticity is more important than ever before when it comes to influe

75、ncer marketing.For the last few years,we have all witnessed the growth of the importance of micro and nano influencers that users could actually relate to,and that shared their values,problems,and their price point.Nowadays,we can dive even deeper into the influencer pool and focus on specific niche

76、s that match the brands essence.Using fandom key ambassadors,creators from particular interest groups,or age-specific influencers can be beneficial.Especially that the community they build is crucial,giving the sense of belonging to the audience and brand reaching out to appreciate it by creating so

77、mething just for unique to make them feel seen.Its about the quality of the reach and not just the big numbers.Moreover,using influencers as co-creators of ideas and not just an outlet gives an authentic boost to the campaign with insights into what the users want to see.Times of one-sided detailed

78、briefs are over;they are the ones who create and use the trends first,so give them credit and let them show that they call themselves influencers for a reason.This extends as well to UGC and visual content creators who have been on the rise for the past few years as a way to make the assets the user

79、s want to see.TECHNOLOGY/FEATURE 2025:What is the most interesting and/or important new/trending technology or feature related to social media?INFLUENCERS/CREATORS 2025:What is the most interesting and/or important shift in influencer marketing for marketers/brands?180HEARTBEATS+JUNG V MATT03.The In

80、terviewsABELSON TAYLOR GROUP Helen Hoye,Associate Director of Engagement“The rise of AI in social media is reminiscent of the era when online dating first entered the digital space.People were excited,skeptical,and even apprehensive all at once.Yet,over time,it became a new normal.”Abelson TaylorGro

81、upis a healthcare and wellness marketing agency that delivers a return on imagination.Frommarket and media insights andstrategy to creativitytotech,were imaginative in all the ways that influence market behaviors anddeliver what matters for ourclients:improving health andwell-beingwhile providing ta

82、ngible,measurable market results that grow your brand.ABELSON TAYLOR GROUP(USA)03.The InterviewsToday,users are more comfortable in their social media environments than ever before.Platforms increasingly tailor content suggestions based on users historical interactions,creating a highly personalized

83、 experience.Users now expect that the moment they open a social app,theyll not only see updates from accounts they follow but also discover additional content aligned with their preferences.However,the sheer abundance of these“content flavors”can feel limitlessand,at times,overwhelming.Brands are co

84、nstantly striving to avoid being perceived as“outdated”or“annoying”in their social media presence and interactions with their audiences.With the formalization of a potential TikTok ban earlier this year,other social platforms have actively responded by finding ways to attract TikTok users and influe

85、ncers.Many platforms have introduced new features and embraced the short-form video format,capitalizing on the growing trend of“snackable”content.Unsurprisingly,TikTok influencers and content creators have begun exploring alternative platforms.YouTube,Snapchat,and Instagram have rolled out various f

86、inancial incentive programs to reward creators and encourage their migration.These efforts aim to establish their platforms as the new go-to destinations for short-form video content.While direct TikTok competitors have been quick to react to the potential disruption,it will be interesting to see if

87、 platforms like X,Threads,or the emerging player BlueSky will remain focused on their core offerings of real-time,short-form text updates or pivot to incorporate emerging trends.USER BEHAVIOUR 2025:What is the most interesting and/or important trend regarding how people are using social media?SOCIAL

88、 MEDIA IN MARKETING 2025:What is the most interesting and/or important shift in social media marketing for the marketing function/teams/industry?ABELSON TAYLOR GROUP 03.The InterviewsABELSON TAYLOR GROUP There is no doubt that 2024 has been defined by the undeniable influence of AI,which has permeat

89、ed various aspects of the digital world,including social media.Its presence is everywherefrom AI-powered content editing tools to personalized chatbots.AI enables users and brands to create and engage on platforms more efficiently,analyze and forecast data with unprecedented speed,and customize thei

90、r presence and experiences almost instantly.This innovation has elevated social media to a level previously unseen in its history.The rise of AI in social media is reminiscent of the era when online dating first entered the digital space.People were excited,skeptical,and even apprehensive all at onc

91、e.Yet,over time,it became a new normal.Similarly,while we are still exploring AIs full capabilities in the social sphere,and not all users and brands have embraced its potential,its impact on the social landscape will undoubtedly grow more profound in the years ahead.Becoming an influencer today is

92、easier than ever,particularly for those who create content around topics they are genuinely passionate about.However,by 2024,the influencer market has become oversaturated,leading to consumer fatigue.Social media users are increasingly bombarded with product offerings and demos,which can overwhelm a

93、udiences and dilute the impact of influencer campaigns.Many influencers have leaned into the easy“money-making”model,producing excessive amounts of sponsored content.This over-commercialization often erodes audience trust,making it harder for brands to connect authentically.Additionally,brands that

94、avoid influencer marketing may find it increasingly challenging to compete in the crowded social space.To overcome these common challenges,the key lies in partnering with content creators who excel in their niche and adopt a storytelling approach that is unique,authentic,and engaging.These creators

95、foster deeper connections with their audiences,helping brands stand out and build lasting trust.TECHNOLOGY/FEATURE 2025:What is the most interesting and/or important new/trending technology or feature related to social media?INFLUENCERS/CREATORS 2025:What is the most interesting and/or important shi

96、ft in influencer marketing for marketers/brands?03.The InterviewsADOLESCENT CONTENT Raven Baker,Social&Community Lead Serenity Griffin,Community ManagerSerenity GriffinCommunity ManagerAdolescent Content is a global agency and content studio uniquely powered by Gen Z and youth creators.Founded toamp

97、lify authentic youth voices,Adolescent specializes in crafting innovative campaigns,commercials,branded content,and social strategies that resonate with todays diverse,ever-evolving audiences.Through Youthtellers,its dedicated research and insights division,Adolescent uncovers actionable data and em

98、erging trends,ensuring brands stay ahead of the curve in youth-driven markets.ADOLESCENT CONTENT(USA)03.The Interviews“Reliant on AI for validation,young people use it to calm anxiety,boost confidence,or make decisions when friends or family arent available.Users can also personalize their AI,shapin

99、g it into the ideal companion they cant always find in the real world.”Everything Is Television,Except Traditional TV:Audiences are turning to TikTok,YouTube,and Twitch for entertainment,leaving traditional TV behind.These platforms offer something TV cannot:interactive formats that foster ongoing c

100、onnections,create excitement,and instill a sense of urgency.TikTok Live,for example,keeps creators streaming for hours,sharing intimate details,and encouraging viewers to return for continued engagement.82%of our Youthtellers,ages 15-27,say they feel more connected to creators and their stories when

101、 content is longer and more in-depth.Its like a never-ending FaceTime with your favorite creator,a heightened body-doubling experience.On Twitch,streams like Kai Cenats bring surprise guests,unpredictable moments,and real-time interaction,creating an experience that is both dynamic and captivating.B

102、y 2025,these platforms will dominate as the primary entertainment destination for young people,redefining how we watch and connect.They are embracing and incentivizing long-form,interactive content to meet this demand.Spotify is expanding its video capabilities to complement podcasts,while YouTube o

103、verhauls its TV app to better showcase native creators,positioning itself as a challenger to streaming giants.Meanwhile,Twitch continues to lead with record-breaking events like Kai Cenats Mafiathon,reflecting the growing appetite for extended,real-time engagement.This shift highlights a fundamental

104、 change:viewers crave parasocial connections,high-energy interaction,and a deeper sense of belonging.23 Y/O F-Los Angeles,CA:“I see the demand for longer-form stories that are broken up into small pieces continuing.Its always been a thing,and it will continue to be.Short-form videos are a big thing

105、right now,so that deters people from longer videos.People have a very short attention span unless were talking about the TikTok multiparters.Think storytime-style videos,but ones where the story is spread out across a series of multiple TikToks,rather than being a singular long video.”20 Y/O F-Kansa

106、s City,MO:“I feel more connected to creators or their stories when they share longer,in-depth content because it makes them seem more human and relatable.It feels less like curated,planned content and more like a friends private story,where theyre sharing their authentic thoughts and experiences.Thi

107、s deeper level of sharing allows me to see their personality and struggles,making it easier to connect with them on a personal level.It creates a sense of intimacy and trusts as if theyre inviting me into their world rather than just presenting a polished version of themselves.”Slang Is Losing Its R

108、egionality:Social media allows everyone to connect,regardless of where they are based.Slang that was once considered regional is now easily shared online and quickly adopted into daily vocabularies worldwide.Driven by TikToks algorithm,the fascination with African American Vernacular English(AAVE),a

109、nd the cultural energy of cities like New York,Baltimore,Los Angeles,Houston,Chicago,and Miami,social media breaks down geographic barriers,making regional expressions more accessible than ever.A phrase coined in one city can go viral and become part of someones vocabulary halfway across the world.W

110、hile this diffusion highlights the cultural impact of these regions,it often strips slang of its original context and meaning,reshaping how language travels and evolves in the digital age.Long story short,as we move into 2025,our ways of speaking will continue to converge,making us sound more and mo

111、re alike.23 Y/O F-Miami,FL:“Though there is technically a difference between AAVE and slang(in my opinion),I believe most slang words originate from AAVE nowadays.AAVE has always been around,and as an African American,Im finding things I grew up hearing my parents,friends,or community say enter the

112、public domain via wider adoption on the internet.I dont want to be arrogant and say every single slang word has originated from AAVE,but a lot of them clearly have.”USER BEHAVIOUR 2025:What is the most interesting and/or important trend regarding how people are using social media?ADOLESCENT CONTENT

113、03.The Interviews22 Y/O M-Hesperia,California:“Im white,so take this with a grain of salt.If I had to guess,rap music and the queer community seem like the two main routes that take AAVE from being something white people find annoying/uneducated to being cool(obviously,this is a huge generalization,

114、but Ive seen slang terms like bae and lit go from too ghetto to hip with the kids in real-time).”Users Will Make Purchases to Signal Sameness:Users are leveraging their purchasing power and attention to signal their ability to conform to societal trends,fostering a culture where“sameness”becomes a f

115、orm of social currency.73%of our Youthtellers,ages 15-27,think having similar products or styles as your peers helps foster a sense of belonging.People will buy more of the same products,wear more of the same clothes,and adopt shared habits to feel accepted.This behavior will become even more common

116、 as the need for connection intensifies,driven by algorithms that offer a window into aspirational lifestyles and seamlessly showcase the goods needed to achieve the look and fit the part.The desire to belong is universal,but in 2025,this need will evolve in ways that empower brands to demonstrate h

117、ow their products and services can help users achieve this sense of belonging.Whether through fashion,technology,or entertainment,users will feel a stronger urge to align with mainstream trends,affirming their place in the larger social narrative.23 Y/O M-Austin,TX:“Being similar to other people giv

118、es you a sense of comfort that you belong and that you feel valued.We like to feel represented as people but also be recognized as individuals.”ADOLESCENT CONTENT 24 Y/O F-Somerset,NJ:“Certain items are a signifier of belonging,as in that item has significance to the group of people that you belong

119、to.People who dont identify with your group can also tell that you have chosen to align yourself with the image/values of your peers.”Users Turning to AI for Emotional Validation and Friendship:Young people are turning to AI chatbots for emotional support and friendship,often confiding in them more

120、than they do with their friends.As loneliness becomes more common,we will see an increase in young people using AI to fill emotional and social gaps.Whether its for a quick laugh,virtual therapy,or relationship advice,AI provides immediate support that is accessible,non-judgmental,and free from the

121、complexities of human relationships.Unlike friends who might judge,gossip,or offer biased advice,AI can remain neutral.Reliant on AI for validation,young people use it to calm anxiety,boost confidence,or make decisions when friends or family arent available.Users can also personalize their AI,shapin

122、g it into the ideal companion they cant always find in the real world.This trend is expected to grow by 2025,with AI increasingly seen as a reliable,supportive,and non-judgmental presence.26 Y/O F-Tinton Falls,NJ:“I like ChatGPT because it helps me decipher what peoples meanings are behind their wor

123、ds.As an autistic person,its been a great translator in that way since I often take things too literally and sometimes struggle to see beyond that.ChatGPT helps a lot with that aspect.”03.The InterviewsADOLESCENT CONTENT People Will Engage More with Features That Offer Anonymity:Theres an increasing

124、 sense of shame tied to digital behavior,driven by concerns about how others might judge the content users engage with,the algorithms that feed it to them,and the amount of time they spend on their devices.Features that enable more private interactions are encouraging greater engagement and screen t

125、ime.For instance,Instagram took an early step in August 2019 by removing the“followers”section of the notification tab,which showed users what their connections were liking and following.This gained momentum in June 2024 when Elon Musk removed the feature on X(formerly Twitter)that allowed users to

126、see the interactions of people they follow.By obscuring this information,platforms are reducing the pressure of public scrutiny and creating spaces where users feel more comfortable exploring and engaging freely.As apps continue to prioritize anonymity,these features are likely to become key drivers

127、 of user retention and interaction,shaping the future of digital social spaces.24 Y/O M-Los Angeles,CA:“I like more content now since likes are hidden on X.I dont need others seeing what I like,nor do I want them to perceive me.”20 Y/O M-Kansas City,MO:“I find myself liking more content now that oth

128、ers cant see what I engage with.The removal of the visible“like”feature provides a sense of privacy and reduces the fear of judgment from others about my preferences or opinions.It feels more freeing to engage with content without worrying about how my likes might be perceived.This change allows me

129、to focus on genuinely liking content that resonates with me rather than curating an image based on public engagement.”TECHNOLOGY/FEATURE 2025:What is the most interesting and/or important new/trending technology or feature related to social media?Food as Entertainment:In 2024,food became a luxury an

130、d a central aspect of social life.By 2025,restaurants are set to become the#1“third space.”With Americans managing tighter budgets,food will be the primary indulgence when they choose to splurge.Restaurants are capitalizing on this shift,tapping into multi-sensory dining experiences,experiential dis

131、hes,personalized menus,and highly shareable interiors.65%of our Youthtellers,ages 15-27,say they prefer to socialize with friends at chain restaurants like Chilis,Olive Garden,and Raising Canes.Items like sizzling fajitas,limited edition merch,cost-effective offers,and colorful daiquiris are all maj

132、or draws.SOCIAL MEDIA IN MARKETING 2025:What is the most interesting and/or important shift in social media marketing for the marketing function/teams/industry?03.The InterviewsADOLESCENT CONTENT As the influencer economy continues to grow,we will see more content creators with large platforms turni

133、ng to monetization strategies that emphasize exclusivity.This shift will drive the rise of paid communities,paid close friend lists,subscriber-only content,and other forms of personal access.These approaches will not only help followers feel more connected to the creator,fostering deeper trust and l

134、oyalty,but will also provide influencers with valuable additional revenue streams.Beyond paid communities,this trend will expand to include unique forms of engagement,like Billie Eilish using her close friends list on Instagram to tease new music,creating viral buzz and boosting her platforms.More c

135、reators will follow suit,offering exclusive access to coveted information,unfiltered live streams,or even secret spam accounts to engage their most loyal fans,further solidifying the growing importance of exclusivity in digital engagement.INFLUENCERS/CREATORS 2025:What is the most interesting and/or

136、 important shift in influencer marketing for marketers/brands?03.The InterviewsATREVIAscar Pea de San Antonio,Chief Innovation&Digital Solutions Officer&Former President of Metaverse/Web3 Commision from IAB Spain“We also believe that zero-click strategies will increase.Content that is born and dies

137、in the social network without impacting any other touchpoint.Content that is useful enough that it does not need to be reinforced with any web URL or download of any kind.”We are a Global Communication and Corporate Affairs Agency,operating in 17 countries and a Partner Agency in 30 more territories

138、.We have developed a methodology that enables companies to solve complex problems,with multiple stakeholders,through listening,strategy,creativity,and different agency and consultancy practices.We believe in commitment,and from the moment and the way we operate,we can become activists of the change,

139、and drivers of a sustainable future.Because there is a way to communicate,to create sustainability plans,to define the purposes and the culture of a company,the relationship with the shareholders and with the interest groups,and that makes the difference.Because the change rests in the hands of the

140、companies,we can help them to integrate the change into each of their decisions.Creating movements,dialogue networks,studies,and counseling every day,putting the focus on people.ATREVIA(ES)03.The InterviewsA rebalancing of forces is taking place in the platform ecosystem.The new world order is drivi

141、ng people-and also brands-to make decisions about the channels they want to be on in the coming years.There is a lot of pressure.This will result in a further fragmentation of the audience,which is moving to new spaces more in line with their individual values and interests.This shift is being seen

142、in those users migrating from X to Threads or BlueSky,or from X to LinkedIn.These movements in user behavior in social media are indicative of the search for environments that favor privacy and authenticity,away from the misinformation and toxicity that sometimes characterize the Internet giants.Thi

143、s trend will continue in 2025.This phenomenon is also followed by brands,which are not willing to appear in spaces that have an impact on their reputation and encourage misinformation.The advertising industry is looking for new places to publish its content strategies and boost positioning through m

144、ore controlled and secure paid media strategies.On the other hand,we find ourselves in relevant change on the consumer side.If there is one word that defines the relationship between technology,economy,and society today,it is the search for quick alternative solutions to any daily issue that require

145、s time and effort.In slang,they call it smartcuts or shortcuts,and its a buzzword,a trend among Millennials and Generation Z.A new set of beliefs with which to approach life,at all levels.Anyone who has daughters or sons between the ages of 14 and 22,lets ask them.They prefer a quick fix by searchin

146、g TikTok than going to a medical specialist(with the risk of self-diagnosis and self-medication linked);they prefer a video pill on Instagram of how to make a healthy recipe in two minutes than consulting a cookbook by the most renowned chef or the best nutritionist;they give more credibility to the

147、 agile investment recommendations of“experts”and millionaires in finance and trading that flood YouTube than following a regulated financial course or an extensive stock market investment guide.Shortcuts offer immediate rewards.They satisfy in a context where the pace of life is increasingly acceler

148、ated,and where time is a precious resource.In this context,we are talking about a new type of consumer who seeks immediate solutions,who is not willing to waste time,who values work-life balance,who makes intensive use of technology,and who focuses on optimizing everything that affects his or her li

149、fe,from health or entertainment to finances.USER BEHAVIOUR 2025:What is the most interesting and/or important trend regarding how people are using social media?ATREVIA03.The InterviewsSpeed.Social networks are the thermometer of the functioning of the Society.They are its loudspeaker.And it progress

150、es,mutates,and evolves at a dizzying pace.So does its content.Thats why content creators are the ones who best respond to this challenge,and brands are aware of it.They need to reach their audiences with the content that best connects with them while at the same time,they need greater speed in gener

151、ating a response.We will see an increase in investment in creator marketing,with a greater weight on micro-influencers and macro-influencers versus the conventional creative investment strategy.We will also see an increase in investment in social media oriented to business objectives,such as sales.F

152、acebook,Instagram and Tiktok are leading the way in social commerce,a trend that will increase in 2025 because it is a direct route to improving the shopping experience.We also believe that zero-click strategies will increase.Content that is born and dies in the social network without impacting any

153、other touchpoint.Content that is useful enough that it does not need to be reinforced with any web URL or download of any kind.A trend that has also begun to be glimpsed in conventional SEO strategies,where users reward getting quick information from the first search result without the need to go to

154、 the brands website.This will have a tremendous impact on the measurement of digital marketing strategies and,of course,on the recent efforts of brands to increase the weight of First Party Data.On the other hand,social networks are authentic spaces for peoples conversation,especially through commen

155、ts.This has begun to arouse the interest of brands,which are exploring ways to integrate into the conversation in the most appropriate way.Brands are intervening by commenting on the content of content creators,in a strategic way,with brief comments,and with agile interventions made in less than 24

156、hours.This will be a trend as long as brands do not compromise the authenticity of content creators comments.SOCIAL MEDIA IN MARKETING 2025:What is the most interesting and/or important shift in social media marketing for the marketing function/teams/industry?ATREVIA03.The InterviewsATREVIA2025 will

157、 be the year of full integration of AI into social media creative production pipelines.Brands are pushing agencies and social media teams to accelerate response times to viral trends and phenomena,while asking if it is possible to be more efficient in planning and editorial production.We will see an

158、 increase in the use of AI-based workflows in social media in areas such as:image creation,animation of static elements,non-linear editing,sound,transcreation,multi-language translation,development of virtual influencers,among others.It will be important to learn to balance the weight of AI and huma

159、n participation in the creation of content for social media.We are facing channels that base their success on authenticity,dialogue between people and relationships.The use of AI should not alter that equation.Brands that cross the red line run the risk of disconnecting their audiences,as is happeni

160、ng with many vertical media that are reducing their staffs and teams in favor of AI,at all stages of the process,from ideation,generation and production.One of the most relevant applications in the field of artificial intelligence and social media will be the use of virtual archetypes for content cr

161、eators and brands.For those who do not know what this is,it is the creation of a virtual entity(an AI-based personalized assistant),which has the characteristics of a specific human being,a buyer persona,and is able to convincingly emulate their way of thinking,behaving or buying.Thanks to this,cont

162、ent creators will be able to develop content automatically with much greater relevance,tailored to the preferences,concerns and behaviors of the target audience.They can also be used to respond to questions,make comments or personalize any brand interaction with their micro-audiences.Of course,and w

163、ith more precise training,it is possible to use them in online reputation management,responding appropriately to negative comments or reacting to positive ones.Along with artificial intelligence,advances in the field of spatial internet,more specifically with augmented reality(AR),are relevant and w

164、ill continue to grow in 2025.It has been shown that advances at the technical level(texturing,lighting,raytracing),as well as in the hardware of the latest mobile devices,makes the development of amplified experiences via AR through Instagram,Snapchat or Tiltok filters,grow.This trend evolves in par

165、allel to the increase of social shopping within these platforms,as virtually testing products significantly reduces returns.TECHNOLOGY/FEATURE 2025:What is the most interesting and/or important new/trending technology or feature related to social media?03.The InterviewsATREVIA03.The InterviewsLinked

166、In has become an efficient channel for demand-generation strategies.And since content creation is the basis of this strategy,we are going to see more and more brands innovating in content formats and typologies on this platform.Short videos are a format that is gaining ground,and so is the use of mi

167、cro-influencers and/or specialized B2B content creators.Along with micro-influencers,many brands have realized that among their employees,there is a fantastic pool to create fresh,truthful,and authentic content with a direct impact on the brand.This trend,called Employee Advocacy,will continue in 20

168、25.Employees bring authenticity to content creation and are a help in any content strategy based on organic growth.Within this strategy,we must add the personal brand-building efforts of the companys top managers,CEOs,and even the dolphins who are called upon to continue the management and leadershi

169、p of a family business.B2B 2025:If you didnt touch upon B2B in your answers to the above four questions,please share your thoughts on any of those within B2B.Elon Musks recent tirade on X sums up what is to come:“You are the media now”.We are going to experience a repositioning of the role of conten

170、t creators globally,an increase in their relevance in brand strategies versus conventional media.It is about the democratization of content on a global scale,therefore,the number of people who want to share their knowledge,monetize their content and produce authentic content will increase(podcasters

171、,video content creators,online trainers,etc.).The value of niche content will increase.And the fragmentation of audiences will accelerate further.We should not be surprised,then,to see micro communities talking about niche topics such as“mindfulness techniques for eSports players”,“green gadgets for

172、 people who live in vans”or“waste-free cooking for college students”.INFLUENCERS/CREATORS 2025:What is the most interesting and/or important shift in influencer marketing for marketers/brands?BRAND NEW AGENCY Jinah Ha,Campaign Director“Building relationships and fostering trust between brands and co

173、nsumers will emerge as the most critical strategy.”Brand New Agency is a creative agency based in Korea.It develops communication strategies and various creative solutions for brands.The agency has an impressive track record,having won awards at prestigious international advertising festivals such a

174、s Cannes,Clio,and the New York Festivals.Its major clients include leading consumer goods brands such as Jack Links,Henkel Consumer Brands,and Yuhan-Clorox.BRAND NEW AGENCY(KR)03.The InterviewsThe most notable trend of 2025 is the democratization of content creation.Users are no longer passive consu

175、mers of content but are establishing themselves as active creators.This shift has been accelerated by the advent of generative AI,which has lowered the barriers to content production.With various AI technologies and platforms,users can easily create high-quality content.This change not only leads to

176、 greater content diversity but also fosters the activation of new content creation communities.Another key trend is the growing popularity of short-form and vertical video content on social media platforms.Platforms such as YouTube,Instagram,and TikTok are rapidly expanding,providing an endless canv

177、as for creativity and storytelling.Understanding the short-form content trend and creating differentiated creative content will remain critical tasks in 2025.The most fascinating transformation in social media marketing is its evolution into acommunity-driven space.Moving beyond simply promoting pro

178、ducts or increasing follower counts,social media is becoming a hub for communities that share specific interests and values.Building relationships and fostering trust between brands and consumers will emerge as the most critical strategy.Consumers no longer rely on one-sided messages and instead see

179、k connections with people who share similar interests.At the heart of this trend lies the concept ofauthenticity.Rather than asserting their own narratives,brands must focus on the stories of their consumers.Collaborating with diverse creators actively engaged in these communities offers a compellin

180、g way to achieve this.USER BEHAVIOUR 2025:What is the most interesting and/or important trend regarding how people are using social media?SOCIAL MEDIA IN MARKETING 2025:What is the most interesting and/or important shift in social media marketing for the marketing function/teams/industry?BRAND NEW A

181、GENCY03.The InterviewsThe most noteworthy technology of 2025 is generative AI.This innovation is revolutionizing content creation,establishing itself as a powerful tool for both brands and consumers.The ability to effortlessly generate text,images,videos,and music is expanding the ecosystem of socia

182、l media content.Whereas traditional marketing pushed mass-produced content to consumers,generative AI now enables the automatic creation of content tailored to users preferences and interests.This presents an exciting opportunity for brands and marketers to attract new users and captivate their atte

183、ntion.Generative AI is not just a new tool;it is fundamentally redefining how users and brands engage with social media.This technology will continue to play a central role in shaping the future of social media.TECHNOLOGY/FEATURE 2025:What is the most interesting and/or important new/trending techno

184、logy or feature related to social media?BRAND NEW AGENCYInfluencer marketing is shifting from macro-influencers tomicro-influencers.While follower count was once the key metric for evaluating influencer quality,today,qualitative factors such asauthenticity and engagementhave become more significant.

185、Influencers with genuine engagement and authenticity play a pivotal role as effective endorsers who attract and immerse consumers in the brand.Micro-influencers establish a relatable image and rapport with their audience on social media,earning high levels of trust and strong connections with follow

186、ers.This contrasts with macro-influencers,who,despite larger audiences,often see lower engagement due to ad-heavy content.The relationship between micro-influencers and their followers resembles asmall tribe,making communication targeted at their communities a strategy with high ROI relative to mark

187、eting budgets.Moreover,while macro-influencers often involve higher costs and limited accessibility,leading to one-off campaigns,micro-influencers are better suited for fostering long-term relationships with brands.Acting as brand ambassadors,they can extend their influence within the communities th

188、ey center.By 2025,targeting the communities of diverse micro-influencers aligned with brand personas will become a core marketing strategy.INFLUENCERS/CREATORS 2025:What is the most interesting and/or important shift in influencer marketing for marketers/brands?03.The InterviewsIn theB2B sector,the

189、application of generative AI technology has also become increasingly important.Generative AI serves as anefficient sales enablement tool,empowering sales teams with AI-generated email drafts,presentation materials,and customized demo scripts.These tools save time on customer communication,allowing t

190、eams to manage more potential clients and boosting ROI by reducing repetitive tasks.In B2B communication,the utilization of generative AI is rising.For instance,AI can create materials such as industry news and trend reports to attract potential leads,automatically distribute them,and analyze their

191、performance.AI also collects real-time data on how content is consumed,making instant adjustments as needed to improve reach and engagement rates.B2B 2025:If you didnt touch upon B2B in your answers to the above four questions,please share your thoughts on any of those within B2B.BRIGHT MIND Alexand

192、er Morad,CEO“We already see a loss of interest in UGC,and I think that will mostly be replaced by AIGC(AI-generated creators).Its already too easy to create amazing AI creators with apps such as Captions suddenly,you can have 20 different creators talking about your product in 5 different languages

193、in just one day.”Bright Mind will help you“out entertain”your competition.Were specialized in social media.Were on a mission-we want to make every business understand the importance of using social media the right way.Let us help you with your social media and we promise you that well increase your

194、sales,give you new insights about your costumers and enhance your brand even more.”BRIGHT MIND(SE)03.The InterviewsSocial media has slowly shifted into a new era,one where platforms are increasingly creator-first.Instagram,for example,has become awkward for“regular”users.The casual photo dumps that

195、kind of revived it a bit are now also cringe and its mainly for celebrating milestones or achievements.Interestingly,TikTok seems to be heading in a similar direction,slowly transitioning from a place for unfiltered creativity to a platform where creators and influencers dominate.By 2025,well see th

196、is trend solidify,marking a shift away from the“wild west”of user-generated content.Its very premature for TikTok,this usually happens when a generation pivots to a new platform and I dont see Gen Alpha blowing up a new one during 2025,and when they do,it will probably be avatar-based.This shift in

197、TikTok could be explained by the fact that it never truly was a social media,more an entertainment media.Either way,this shift will turn the regular consumers more passive than theyve ever been,putting a lot of responsibility on the platforms algorithms.One wildcard to watch is Xiaohongshu(Little Re

198、d Book).If it plays its cards right,it could bridge the gap globally as we wait for the next big social media sensation.Its a fascinating moment where the old rules of social media are fading,and the future feels wide open.AI is reshaping the game for social media marketing,making it more segmented,

199、dynamic,and efficient.In 2025,the rise of agents and hyper-accessible AI tools will allow marketers to create more with fewer resources,making personalized campaigns at scale a reality.It doesnt just streamline workflows but it also changes how marketing teams approach content creation and audience

200、engagement.This will have a direct effect on both consumer behavior and marketing teams.My thesis is that the magic happens in the friction between creativity and tech.Its the marketers who can balance AIs efficiency with human storytelling who will truly thrive.The best campaigns will leverage AI t

201、o handle the heavy lifting while leaving room for creativity to shine through,delivering not just content,but connection.Social commerce will also explode,especially on platforms like TikTok,Instagram,and Netflix,where shopping will become an integrated part of the user experience.Its all about crea

202、ting a seamless journey from discovery to purchase.USER BEHAVIOUR 2025:What is the most interesting and/or important trend regarding how people are using social media?SOCIAL MEDIA IN MARKETING 2025:What is the most interesting and/or important shift in social media marketing for the marketing functi

203、on/teams/industry?BRIGHT MIND03.The InterviewsAI-powered content tools will be the MVPs of 2025.When it comes to creativity and creation,we haveplatforms such as Captions,HeyGen,ChatGPT,Suno,and alike that will enable marketers and creators to produce high-quality content and ideas,faster than ever.

204、On the user side,AI will have an interesting impact on the e-commerce experiences.Picture this:you upload a photo of yourself to a clothing brands site,and suddenly,youre the model,virtually trying on outfits in real time on that webpage.Virtual try-ons like this,combined with interactive AR feature

205、s and personalized recommendations,will transform how we shop online.On social media,Ive never really separated the two,I usually add b2b+b2c and create b4h,which is business 4 humans.At the end of the day,I run a business,but I consume social media as a human.I believe it will become even more so i

206、n 2025.Platforms like LinkedIn are evolving from boring corporate spaces into hubs for storytelling and thought leadership and are stronger now with their focus on short-form videos.There has been a little rise during 2024 when it comes to Employee-generated content,not too much,though,and I think i

207、t will stay the same during 2025.In 2025,its all about micro-and nano-influencers and AI avatars.In a digital world that will be much more segmented,niche creators who have insanely loyal followings will be very strong.Theyre perfect for brands looking to build trust in specific communities.We alrea

208、dy see a loss of interest in UGC,and I think that will mostly be replaced by AIGC(AI-generated creators).Its already too easy to create amazing AI creators with apps such as Captions suddenly,you can have 20 different creators talking about your product in 5 different languages in just one day.Brand

209、s are catching on,using them for campaigns where full creative control is key.Another trend?Long-term partnerships over quick collabs.With the rise of AI creators and micro-and nano-influencers,companies will turn to the bigger influencers for long-term partnerships.Brands and influencers are teamin

210、g up to build stories over time,creating deeper audience connections.Its less about“one and done”and more about playing the long game.TECHNOLOGY/FEATURE 2025:What is the most interesting and/or important new/trending technology or feature related to social media?B2B 2025:If you didnt touch upon B2B

211、in your answers to the above four questions,please share your thoughts on any of those within B2B.INFLUENCERS/CREATORS 2025:What is the most interesting and/or important shift in influencer marketing for marketers/brands?BRIGHT MIND03.The InterviewsDANGKaran Dang,CEO&Founder“Long-form content will m

212、ake a comeback.Im not talking about the long-winded corporate messages,but rich,in-depth storytelling that adds value,and then microcontent will fill in the gapssnackable pieces of content that complement and drive home the broader narrative.”DANG is a creative consultancy and agency specializing in

213、 Next-Gen Centricity.Founded by internationally acclaimed Creative and Brand Executives Karan&Shruti Dang,DANG focuses on crafting innovative strategies and impactful storytelling tailored for Gen Z and Gen Alpha.With a deep understanding of culture,creativity,and community,DANG helps brands break i

214、nto culture authentically through trend analysis,digital anthropology,and cutting-edge creative storytelling.Whether its redefining brand experiences,unlocking youth influence,or designing for the future,DANG is where bold ideas meet next-gen innovation.DANG(US)03.The InterviewsIn my opinion,by 2025

215、,social media will become an even more integral part of our daily lives,not just for entertainment,but as a functional tool that blends seamlessly with our routines.One of the most interesting trends I see is the rise of social commerce in the USwhere platforms like TikTok,Instagram,and Facebook are

216、nt just places to consume content,but essential hubs for discovering,exploring,and purchasing products.For me,its hard to imagine how much longer well rely on the traditional shopping journey,which requires us to leave social platforms,visit a website,add items to a cart,login,and enter our credit c

217、ard information.Its a clunky,friction-heavy experience that just doesnt align with the fast-paced,seamless nature of modern life,especially for the savvy,next-gen user.Weve already seen the beginnings of this on TikTok and Instagram,where you can watch a video,tap on a product,and make a purchase wi

218、thout ever leaving the platform.I believe this will only accelerate.By 2025,I expect shopping to be almost instantaneouswhether youre scrolling through a TikTok feed or interacting with an influencers livestream.This means the journey from inspiration to transaction will shorten,and social platforms

219、 will become essential to the purchasing process.Gen Z and Gen Alpha are all about efficiency,and if social media can become as useful as it is entertaining,it will likely become their go-to space for discovering and buying everything from products to experiences.Social media is no longer just a pas

220、sive,entertainment-driven toolits becoming an all-in-one digital marketplace and service hub.For me,the most exciting shift in social media marketing by 2025 will be the rise of founder-led marketing.As I see it,brands have been overrun by a sea of impersonal,mindless advertising that consumers are

221、starting to tune out.With younger generations rejecting traditional marketing,the need for authenticity and relatability has never been greater.Founder-led marketing,where the actual person behind the company becomes the face and voice of the brand,is something Ive seen grow in popularity,and I trul

222、y believe it will skyrocket in the next few years.Weve already seen this at the upper echelons with figures like Brian Chesky of Airbnb and Mark Zuckerberg of Meta taking more personal,public roles,but by 2025,this trend will extend far beyond the tech giants.Consumers,especially Gen Z,have increasi

223、ngly shown they want to connect with brands on a deeper,more personal level.They are no longer satisfied with seeing a polished logo or generic brand message;they want to know who is behind the brand and what that person stands for.This is where founder-led marketing comes in.I think brands that emb

224、race this trend and humanize themselves by showcasing their leaders will be able to create a more authentic connection with their audiences.What excites me the most is how this shift will also make community-building the new face of brand development.Instead of simply pushing out advertising,brands

225、will need to foster genuine relationships with their communities.Theyll need to listen to their audience,engage in meaningful conversations,and build spaces where people feel they belong.This is especially true for younger generations,who are drawn to brands that stand for something and speak to the

226、ir values.As a result,long-form content will make a comeback.Im not talking about the long-winded corporate messages,but rich,in-depth storytelling that adds value,and then microcontent will fill in the gapssnackable pieces of content that complement and drive home the broader narrative.I really bel

227、ieve 2025 will see this balance of long-form and microcontent become the foundation of successful social media marketing.USER BEHAVIOUR 2025:What is the most interesting and/or important trend regarding how people are using social media?SOCIAL MEDIA IN MARKETING 2025:What is the most interesting and

228、/or important shift in social media marketing for the marketing function/teams/industry?DANG03.The InterviewsDANGIn my view,the most exciting technology trend in social media by 2025 will be AI integration at scale.Were already seeing the power of AI in platforms like TikTok and Instagram with their

229、 recommendation algorithms,but I think its going to become even more personalized.Platforms will be able to use AI to predict not just what youll like,but what youll buytransforming how brands can engage with their audiences.AI will also automate and optimize content creation,helping marketers gener

230、ate creative assets more quickly and efficiently while maintaining high standards.For me,the real game-changer will be AI agents that take on multiple roles.These agents will combine processes and oversee the lower-funnel marketing tasks,like quality control and optimization,allowing human teams to

231、focus more on strategy and high-level creative work.For example,AI might automatically adjust a campaign based on real-time data,ensuring that content reaches the right audience at the right time.Its going to take away a lot of the grunt work and make campaigns smarter,faster,and more effective.As m

232、uch as AI will assist in creation,I still believe human oversight will be key to refining the content and ensuring it resonates with real people.But AI isnt just about efficiencyits also about new opportunities for monetization.Im particularly interested in how social platforms will continue to intr

233、oduce new ways to make money directly from engagement.Whether its through livestream shopping,branded content,or interactive ads,platforms will continue to offer new avenues for creators and brands to generate revenue.This will make social commerce an even more integral part of how brands connect wi

234、th their audiences,and how influencers monetize their followings.I think one of the most important shifts in influencer marketing by 2025 will be the rise of micro-influencers and creator-led brands.As much as influencer marketing has been dominated by big names,Im seeing a shift toward smaller,high

235、ly engaged audiences.I really believe that micro-influencers will become the go-to for many brands because they offer more genuine,personal connections with their followers.These influencers often have more dedicated,loyal communities who trust their opinions and recommendations.For me,this is a hug

236、e opportunity for brands to tap into these niche audiences that align more closely with their values and messages.What I find even more exciting is the shift toward creator-led brands.Ive been noticing how many influencers are moving away from just being the face of a brand and instead starting to b

237、uild their own products and businesses.By 2025,I expect more influencers to monetize their communities in innovative wayswhether its through launching their own product lines,creating subscription-based services,or even starting their own digital platforms.This move gives creators more control over

238、their income and enables them to build businesses that are directly connected to their followers.Its a game-changer for the creator economy,and I believe its going to redefine how brands and creators collaborate.TECHNOLOGY/FEATURE 2025:What is the most interesting and/or important new/trending techn

239、ology or feature related to social media?INFLUENCERS/CREATORS 2025:What is the most interesting and/or important shift in influencer marketing for marketers/brands?03.The InterviewsDANGWhen it comes to B2B,I think social media will be at the forefront of brand-building efforts.Traditionally,B2B mark

240、eting has been more formal,with a focus on email campaigns,LinkedIn posts,and industry-specific content.But in my view,social media will be the driving force for B2B companies looking to humanize their brands and build deeper relationships with clients and partners.LinkedIn,in particular,is evolving

241、 into a powerful marketing tool for B2B brands,providing a platform for content,networking,and thought leadership all in one place.I also see B2B influencers playing a bigger role.These are industry experts or thought leaders with a loyal following,and they will help B2B brands connect with a more e

242、ngaged audience.This is a shift Im particularly excited about because it humanizes the B2B space,making it more approachable and relatable.The B2B world will become more social-led,where content creation,community engagement,and relationship-building become central to brand strategy.Social media wil

243、l be the place where B2B companies can showcase their values,share insights,and nurture long-term relationships,all while positioning themselves as authentic and transparent brands.B2B 2025:If you didnt touch upon B2B in your answers to the above four questions,please share your thoughts on any of t

244、hose within B2B.03.The InterviewsDAY ONE AGENCY Jordan Alperin,Creative Strategist“Social media faces“AI-enshittification,”a term coined by writer Cory Doctorow to describe the decline of platforms as profit and efficiency are prioritized over quality.Social feeds are quickly being filled with spamm

245、y,low-quality content where brain rot and AI sludge become mainstream.”Day One Agency is an independent creative communications agency designed to help brands build legacy through relevance.We believe that nothing earns relevancy and connection like a great story,and have structured our creative pow

246、erhouse to help brands Shape,Share and Fuel those stories.Since our founding in 2014,weve partnered with world-renowned brands like American Express,Chipotle,Converse,e.l.f,Nike,Lyft,Ferrara,and more.With a focus on fewer,deeper client relationships,we power our work with mutual investment,ruthless

247、prioritization,and an obsession with the consumer to develop breakthrough creative.DAY ONE AGENCY(USA)03.The InterviewsPlatforms have long shaped our algorithms,prioritizing engagement metrics over user preferences looking at you,Meta with the controversial move to make Instagram feeds recommendatio

248、n-heavy.And yet,as we move into 2025,the balance of power is beginning to shift.While platforms still dictate algorithms and platform features,users are increasingly asserting their influence in a fragmented social media ecosystemshowcasing a growing desire for digital autonomy and a rejection of th

249、e pressure to perform for algorithm-driven engagement.This shift is especially evident in the recent migration from X(formerly known as Twitter)to Bluesky.This marks a pivotal moment as a legacy platform is finally being shaken to its core by users seeking spaces that prioritize community support an

250、d transparency.In a more subtle user power move,Instagrams“Grid Zero”trend,where users archive or delete posts to create a blank slate,signals a pushback towards posting performativity.Similarly,on TikTok only about half of users actively post,favoring a more intentional approach to social media.Rec

251、ognizing this shift,both TikTok and Instagram have introduced features that allow users to reset feed recommendations,responding to growing demands for control and personalization.Building a digital community is not a new concept in marketing.In fact,its become a buzzword that social media professio

252、nals love to latch onto.But the best brands and creators that stay winning,understand the differences between a performative community versus actually creating two-way user interactions,honing in on the superfans.Were experiencing a digital cultural shift where fans arent just involved in the commen

253、t section,but are true collaborators in the inner workings of brand participation.USER BEHAVIOUR 2025:What is the most interesting and/or important trend regarding how people are using social media?SOCIAL MEDIA IN MARKETING 2025:What is the most interesting and/or important shift in social media mar

254、keting for the marketing function/teams/industry?DAY ONE AGENCY 03.The InterviewsAI has dominated the news cycle for the past two years,reshaping every possible industry and conversation across the internet.In 2025,were finally reaching a turning point where AI is no longer just experimental,its an

255、integral part of the social media experience for both users and creators.From appearing visibly in our feeds to working behind the scenes in analytics or concept ideation,AI is changing the way we consume content and create content.Were navigating a delicate balance between AI-driven efficiency and

256、oversaturation.We know,of course,that AI serves as the new middle-man for copywriting,concept ideation,and making social media processes more efficient in our always-on digital culture.For example,TikToks new Creative AI suite,Symphony,empowers creators with tools to brainstorm new ideas and instant

257、ly take the work out of generating voiceovers or subtitles.On the other hand,social media faces“AI-enshittification,”a term coined by writer Cory Doctorow to describe the decline of platforms as profit and efficiency are prioritized over quality.Social feeds are quickly being filled with spammy,low-

258、quality content where brain rot and AI sludge become mainstream.To stand out,brands will need to learn how to embrace AI for efficiency and two-way user communication while never losing sight of the human touch.Deeply integrated creator partnerships that go beyond one-off collaborations are the key

259、to success in todays influencer marketing landscape.Fleeting promotional influencer content isnt enough in 2025.Influencers want to be treated as true partners,showcasing their commitment to fans or a specific niche,all while building long-term brand associations.This shift is driving innovative app

260、roaches to influencer marketing.For instance,employees are humanizing brand accounts,stepping out from behind the curtain,and turning employee-generated content into a common practice where social media managers are taking on the role as creators.Brands like Starface are also leading the charge in i

261、nitiatives like Star Market,a merch store featuring original handmade creations crafted by niche creators.These close long-term influencer partnerships are reaching new levels and will only continue to become the norm.TECHNOLOGY/FEATURE 2025:What is the most interesting and/or important new/trending

262、 technology or feature related to social media?INFLUENCERS/CREATORS 2025:What is the most interesting and/or important shift in influencer marketing for marketers/brands?DAY ONE AGENCY 03.The InterviewsINBRAXRicardolvarez,Director Planning,Social MediaSebastin Berros,Social Media ManagerPancho Gonzl

263、ez,Co-Founder&Chief Creative Officer“AI-powered chatbots will merge with immersive experiences,allowing brands to interact with users through 3D avatars or virtual reality environments.Additionally,social platforms will leverage predictive models to recommend content not only based on interests but

264、also on emotional states detected through contextual signals.”Inbrax is an ad agency full of creative services with digital marketing at heart.INBRAX(CH)03.The InterviewsPG:The most interesting trend is the rise of private and community-based social networks.Users are seeking more intimate and authe

265、ntic environments,migrating from mass platforms to options like Discord,WhatsApp Communities,or Telegram groups,where they can interact in safer,more personalized spaces.Additionally,ultra-short content consumption and immersive formats(such as 3D videos or augmented reality)will become dominant,dri

266、ven by the evolution of devices like smart glasses.R&M:Short Videos and Authentic Content:The most significant trend in user behavior on social media in 2025 is the dominance of short video formats and the demand for authentic content.Platforms like TikTok,Instagram Reels,and YouTube Shorts are lead

267、ing in engagement,blending entertainment with authenticity.These formats have shifted from simplistic productions to sophisticated narratives,addressing user expectations for real,relatable stories.Statistically,these platforms favor brevity and authenticity,catering to algorithms that prioritize co

268、ncise and engaging content.Users gravitate towards relatable storytelling,pushing brands to focus on building authentic connections through emotional resonance.For example,TikToks endless short stories create an addictive and immersive experience.PG:The key shift is the consolidation of social netwo

269、rks as transactional platforms.Thanks to advanced social commerce tools,platforms like Instagram,TikTok,and Pinterest will further integrate with direct payment solutions.This will transform marketing strategies,shifting from lead generation to direct sales closures within the same channel.Additiona

270、lly,the use of generative AI to create personalized campaigns in real time will become standard practice.R&M:Integration of Social Commerce and Search Features:The integration of social commerce into social media platforms represents the most critical shift.Platforms like TikTok now double as search

271、 engines,offering users practical recommendations and authentic reviews.This trend has tremendous implications for marketing,especially in the awareness and consideration stages of the customer journey.For example,users search for answers like“Best restaurants nearby”or“Ideal washing machines for sm

272、all apartments,”where brands leveraging authentic influencer collaborations excel.Social commerce enables seamless shopping experiences,blending user-generated content with e-commerce functionality.USER BEHAVIOUR 2025:What is the most interesting and/or important trend regarding how people are using

273、 social media?SOCIAL MEDIA IN MARKETING 2025:What is the most interesting and/or important shift in social media marketing for the marketing function/teams/industry?INBRAX03.The InterviewsPG:The most relevant technology will be the advanced integration of generative AI and visual voice assistants in

274、 social networks.AI-powered chatbots will merge with immersive experiences,allowing brands to interact with users through 3D avatars or virtual reality environments.Additionally,social platforms will leverage predictive models to recommend content not only based on interests but also on emotional st

275、ates detected through contextual signals.R&M:AI Revolution in Content Creation and Strategy:Artificial intelligence(AI)is transforming content creation,enabling automation,mass personalization,and real-time analytics.Despite challenges with“plastic”textures in generated content,AI optimizes targetin

276、g and operational efficiency.Future advancements aim to bridge gaps in emotional connection,enabling brands to maintain authenticity while scaling personalization.AIs analytical capabilities and creative support streamline processes,but emotionally resonant content still requires a human touch.Over

277、time,AIs ability to replicate authentic emotional nuances will likely grow,enhancing its utility in digital storytelling.PG:The most important change will be the rise of virtual influencers and the blockchain-based creator economy.AI-generated influencers and non-fungible tokens(NFTs)will transform

278、how influence is measured and rewarded.Brands will seek creators who combine authentic content with technological innovations,focusing on metrics such as building active communities and contract transparency through smart contracts.R&M:Focus on Micro-Influencers and Niche Communities:The most import

279、ant shift in influencer marketing is the rise of micro-and nano-influencers,who offer brands greater authenticity and direct connections with niche audiences.These smaller-scale influencers cultivate organic segmentation,amplifying genuine consumer voices.For instance,fan communities like those for“

280、Mortal Kombat”demonstrate the power of listening to these niche groups to adapt strategies and revitalize engagement.Collaborating with influencers embedded in subcultures ensures that brands remain authentic and resonate with highly specific audience segments.This approach aligns with broader trend

281、s emphasizing community-building over traditional mass marketing.TECHNOLOGY/FEATURE 2025:What is the most interesting and/or important new/trending technology or feature related to social media?INFLUENCERS/CREATORS 2025:What is the most interesting and/or important shift in influencer marketing for

282、marketers/brands?INBRAX03.The InterviewsINBRAXPG:In the B2B space,social networks will become key platforms for education and thought leadership building.LinkedIn will expand its offering of advanced analytics and segmentation tools while emerging platforms focused on vertical sectors(such as engine

283、ering,healthcare,or sustainability)will allow companies to develop deeper,more strategic relationships with potential clients.Furthermore,hybrid events and metaverse experiences will become essential for B2B interaction.R&M:TikTok and Short-Form Video for B2B Engagement:Even in B2B,platforms like Ti

284、kTok are emerging as creative and discovery hubs.Businesses leverage short-form videos to highlight innovation and build thought leadership.The authenticity and brevity demanded by B2C audiences are now spilling into B2B communication,creating opportunities for companies to humanize their brands and

285、 foster connections in a relatable manner.Moreover,AI-driven personalization allows B2B marketers to segment audiences and deliver tailored messages efficiently.The balance of authentic storytelling and innovative tech solutions positions B2B brands as both relatable and forward-thinking.B2B 2025:If

286、 you didnt touch upon B2B in your answers to the above four questions,please share your thoughts on any of those within B2B.03.The InterviewsJAM SESSION AGENCY Oana Oprea,Head of Digital Planning&Brand Strategist“The future of advertising isnt just reaching audiences;its being invited into their wor

287、ld.”Jam is an agency with a unique blend of progressive business and creativity,collaborating to create brands that resonate with todays generations and those to come.Jam is the most awarded local independent agency in recent years,proud to collaborate with business partners who are passionate,coura

288、geous individuals,who continuously challenge traditional communication models with the aim of creating authentic emotions.In 2023,Jam Session Agency was ranked 1st European independent agency in the Effie Index.In 2024,Jam received 10 awards at Effie Romania and 11 awards at local festivals like the

289、 Romanian PR Awards and the Internetics Gala.Overall,Jam Session Agency was recognized for its creativity and impact on global competitions like WARC,SABRE,D&AD,and Golden Hammer,reinforcing its position as one of the top independent agencies in Europe.JAM SESSION AGENCY(RO)03.The InterviewsCertainl

290、y,in terms of how people use social media,one of the fastest-growing trends that we have analyzed closely has beenThe Rise of Private and Niche Communities.As social platforms become crowded,and the algorithms become increasingly unpredictable and incomprehensible,private groups and specialized comm

291、unities are thriving.Platforms like Discord,Slack,and WhatsApp are being used for deeper,more focused interactions with engagement rates soaring to nearly 50%ten times higher than on traditional platforms(Buffer,2024).The trend of private and niche communities is not only visible on standalone platf

292、orms like Discord and Slack but is also shaping functionalities within mainstream social media apps like Instagram and Facebook.For instance:(1)Broadcast Channels:Instagrams broadcast channels,such as those used by creators likeBrendahastag,allow influencers and brands to create a one-to-many commun

293、ication channel.Here,they can share exclusive updates,and behind-the-scenes content,and engage directly with their most dedicated followers,fostering a sense of belonging and exclusivity.(2)Close Friends and Private Feeds:Tools like Instagrams“Close Friends”and Facebooks friend list-specific feeds o

294、ffer users more personalized sharing options.A good example of hopping on this trend was leveraged by Billie Eilish,who added all her followers as“close friends”for a limited time,creatingnot just hype but an intimate and special connection.For our industry,tapping into these tools means aligning wi

295、th the growing demand for meaningful interactions and leveraging exclusivity to build trust and loyalty.The future of advertising isnt just reaching audiences;its being invited into their world.I think that the last 4 years in particular havefundamentally changed the place of Social Media people at

296、the“marketing table”.Once seen as brand storytellers and“meme lords”,they are now pivotal players in sales and marketing strategies.Our work involves not only crafting engaging content but also delivering measurable e-commerce outcomes.Viral trends on platforms like TikTok,such as thefeta pasta craz

297、ethat generated over 600 million views but also triggered a global 67%surge in feta sales exemplify this shift.(Greekcitytimes,2024).These viral movements dont just sell productsthey shift industries.From food to fashion,businesses are increasingly integrating social commerce strategies to harness t

298、his momentum.Platforms like Instagram and TikTok now offer integrated shopping tools,allowing users to discover,evaluate,and purchase products seamlessly within the app.This“discovery-to-conversion”pipeline has redefined the role of social media managers.For the marketing industry,this evolution dem

299、ands a rethinking of social medias purpose.Social media specialists must balance the art of engagement with the science of sales,bridging the gap between brand-building and direct revenue generation.The future of e-commerce lies in these hybrid roles,where creativity and commerce converge.USER BEHAV

300、IOUR 2025:What is the most interesting and/or important trend regarding how people are using social media?SOCIAL MEDIA IN MARKETING 2025:What is the most interesting and/or important shift in social media marketing for the marketing function/teams/industry?JAM SESSION AGENCY 03.The InterviewsIts har

301、d to answer a question like this without mentioning the impact that AI has already begun to have,from content creation to analysis and reporting.AIs integration into social media marketing has truly revolutionized the way content is created,providing unprecedented speed,scalability,and personalizati

302、on.A notable recent example of this trend isCoca-Colas 2024 Christmas campaign,which used AI to reimagine its iconic“Holidays Are Coming”ad.By leveraging AI platforms,Coca-Cola was able to rapidly produce over 100 different versions of the commercial,customized for various global markets(The Campus

303、Agency,2024).But AIs impact on social media marketing extends beyond content creation into crucial areas like social listening,insights generation,and reporting.Tools we use-likeEmplifyandBrandwatch-are perfect examples of how AI can optimize these functions.These platforms allow us to analyze vast

304、amounts of social media data in real-time,offering actionable insights about consumer behavior,trends,and brand sentiment.As AI continues to develop,its role in social media marketing will expand even further,making tools essential for staying competitive in an increasingly data-driven landscape.The

305、se technologies empower marketers to go beyond simple content creation,turning raw data into actionable strategies that can directly influence business outcomes.If at first,we were“afraid”of AI,now I dont see how we could function without it.(My personal favorite):Curators are the next influencers.A

306、nd Curation is the new algorithm people crave.I loved seeing the rise ofcuratorsas the new influential voices in the digital landscape.Curators likeTiffany Ferg(TiffanyFerg),The Sartorialist(Scott Schuman)orJeremy Fragrance(jeremyfragrance)have developed a reputation for discovering,selecting,and sh

307、aring content that resonates with a particular niche or audience.Unlike classic influencers who rely on direct product endorsements,curators inspire their audiences by shaping perceptions and setting trends without necessarily pushing sales directly.They act as tastemakers,guiding their communities

308、through their personal selections,be it through fashion,travel,or new technologies.This shift is particularly relevant as audiences seek authenticity and a sense of community rather than just product promotion.Curators tend to have smaller,highly engaged followings compared to traditional influencer

309、s,but their recommendations are more trusted due to their perceived genuine interest and expertise.For brands,working with curators means focusing on fostering relationships and providing value rather than just creating transactional partnerships.As more consumers seek personalized,trend-driven expe

310、riences,curators offer a powerful way to tap into niche markets and drive conversions through curated,engaging storytelling.For marketers,this means evolving beyond traditional influencer partnerships and embracing curators as key figures in shaping brand identities in more subtle and creative ways.

311、TECHNOLOGY/FEATURE 2025:What is the most interesting and/or important new/trending technology or feature related to social media?INFLUENCERS/CREATORS 2025:What is the most interesting and/or important shift in influencer marketing for marketers/brands?JAM SESSION AGENCY 03.The InterviewsJAM SESSION

312、AGENCY Collaborative contentin B2B marketing is a trend thats picking up steam,and its fascinating to see how its evolving.By partnering with experts,influencers,and other brands,companies can create value-driven content that resonates with their target audience,builds credibility,and generates orga

313、nic leads.Whether its a joint webinar,a podcast,or a co-authored blog post,these collaborations bring together fresh perspectives and deepen the connection with customers.Its not just about sharing content anymore;its about sharing value,building trust,and expanding reach through authentic,community

314、-driven interactions.Lately,Ive been interested in how LinkedIn has taken collaborative content to the next level by introducing features that allow users to co-create value-driven content directly on the platform.LinkedIn Events,for example,allow B2B brands to host live events and invite other indu

315、stry leaders to co-host webinars or panel discussions.The benefits of this type of collaboration are twofold:it allows the host brand to share the spotlight with experts in their field,and it gives the guests access to new audiences,building their own thought leadership.The results are impressive as

316、 well since LinkedIn declared that Live videos,on average,get 7x more reactions and 24x more comments than native videos produced by the same broadcasters(LinkedIn Marketing solutions,2024).B2B 2025:If you didnt touch upon B2B in your answers to the above four questions,please share your thoughts on

317、 any of those within B2B.03.The InterviewsLAUNCHVictoria Jenkins,Associate Director of Social“According to a recent survey by Capterra,Generative AI is expected to produce 48%of all social media content by 2026,and 83%of companies anticipate increasing their investment in Gen AI tools.”Were Launch,o

318、ne of the UKs leading independent creative brand PR agencies.Driven by creativity and exceptional talent,we cover the full range of PR,from social media and content,to experiential and media relations.What sets us apart?For us,its providing our clients with long term,ownable creative territory,regar

319、dless of the channel.Its a skill wevehonedover 20 years,across hundreds of brands and thousands of campaigns.We Own It.And we push our clients to do so,also.LAUNCH(UK)03.The InterviewsSocial platforms are set to seriously challenge traditional search engines as the primary brand discovery tool in 20

320、25.Already,64%of Gen Z have used TikTok as a search engine according to Adobes research,with the common expression being,“I Dont Google,I TikTok”.The platforms user-generated social content is often cited as feeling“more authentic”than the ads and optimised websites typically found at the top of tra

321、ditional search engine results.A quarter of people said they primarily use social media to search and communicate online,this trend is only set to rise next year.The takeaway for brands?Your digital content needs to be entertainment led,social-first in format,algorithm-friendly and effortlessly shar

322、eable.AI has revolutionised how marketing teams and the industry work on social media campaigns,and this trend is set to only accelerate in 2025.According to a recent survey by Capterra,Generative AI is expected to produce 48%of all social media content by 2026,and 83%of companies anticipate increas

323、ing their investment in Gen AI tools.AI isnt just levelling up the game-its revolutionising it.It supercharges the ability of marketers to uncover sentiment analysis,powers impactful market research,allows AI focus groups and enables rapid strategic pivots like never before.AI,like any tool,is only

324、as effective as the prompts guiding it,and the most impactful Gen AI campaigns always incorporate a human touch.Theres a big disconnect currently between AI usage and levels of public trust.A recent YouGov survey found that 73%of consumers are concerned about AI-generated content,so brands need to t

325、hink carefully about how they are applying this tech and ensure that they are being transparent about its usage.The challenge for 2025 and beyond is clear:brands must harness the power of AI thoughtfully,blending tech innovation with human creativity,to build trust and create campaigns that truly re

326、sonate.USER BEHAVIOUR 2025:What is the most interesting and/or important trend regarding how people are using social media?SOCIAL MEDIA IN MARKETING 2025:What is the most interesting and/or important shift in social media marketing for the marketing function/teams/industry?LAUNCH03.The InterviewsThe

327、 metaverse is maturing.Its set to fundamentally reshape social media in 2025,merging the digital and physical worlds into an immersive,interactive experience.Its no longer just about gaming or digital hangouts;its becoming the foundation for social shopping,networking,and socializing.Traditional soc

328、ial media platforms focus on scrolling through 2D content,but the metaverse will introduce 3D spaces.In 2025,the metaverse will allow for large-scale social gatherings,from virtual concerts to conferences,where you can attend as an avatar.As VR and AR devices become cheaper and more accessible,every

329、one from artists to brands is establishing a presence there.With the right virtual infrastructure,people can engage in social activities that feel less limited by physical and geographic constraints,opening up more accessible,globalized opportunities.The metaverse will redefine social media engageme

330、nt-from likes or comments-to time spent in virtual spaces,interactions within branded worlds,or participation in gamified brand experiences.Influencers are set to take on virtual avatars of their real-life personas,hosting branded events and product launches in these virtual worlds.Niche social comm

331、unities and content creators will flourish in the metaverse,as it will allow for hyper-personalized 3D environments.Ultimately,the metaverse is set to blur the lines between social media,gamification,and e-commerce,creating an entirely new digital ecosystem for connection,creativity,and commerce.Bra

332、nds and users alike will need to adapt to this dynamic shift.Local is the new global.Micro-influencers with niche,community-focused content are likely to prosper like never before.As people crave more relatable content,the glamorous global influencers are feeling a tad out of touch.Instead,neighborh

333、ood-style influencers with highly tailored,hyper-local recommendations are set to thrive.Platforms are already experimenting with neighborhood-based feeds-with smaller private groups,and influencers are creating bespoke WhatsApp communities.Think less content of celebrities having cocktails in Capri and more customized recommendations from your local coffee shop.Forget one-size-fits-all.Deloittes