Let’s be honest—2025 feels like uncharted territory for marketers. Social media, the space where brands have long thrived, is evolving at lightning speed. Add in some plot twists like the TikTok ban which was scheduled to go into effect in January, changing user expectations, and new moderation policies, and suddenly marketers are rewriting the playbooks. But one thing remains constant: companies that lead with connection, authenticity, and agility will rise to the top.
Here’s a closer look at what’s happening, what consumers want, and how brands can step up their game to thrive in this ever-changing landscape.
Why marketing is tougher (and more exciting) than ever
Social media is no longer about throwing out a trendy campaign and hoping it sticks. Today’s users are smarter, savvier, and, yes, pickier about the brands they engage with online.
For instance, while jumping on viral trends might seem like a surefire way to grab attention, it’s not always the win brands think it is.
Research shows that while 40% of consumers enjoy brands participating in trends, a solid 33% find it downright cringy. Timing matters too—many people only appreciate a trend if a brand jumps on it within the first 24-48 hours.
What does this mean for marketers? Simply put, being “trendy” isn’t enough. Consumers are looking for something deeper—content that feels genuine, reflects their values, and creates a meaningful connection.
How social media users are shopping in 2025
Social platforms are no longer just about likes and shares; they’ve become full-fledged shopping hubs. Gen Z, in particular, is leading the charge, with nearly half planning to buy goods directly through social media this year. This is a massive opportunity for brands, but only if they approach it the right way.
Consumers expect brands to feel human. They want brands to show up like a trusted friend—someone who entertains, educates, and genuinely listens. This means responding to comments, providing personalized customer service, and creating content that reflects the interests and values of their audience.
Risks of failing to meet customer expectations
The risks are just as huge for brands that can’t adapt. Social media users call out anything that feels contrived, superficial, or inauthentic in a heartbeat.
And with changes like the move away from third-party fact-checking on platforms, brands are now expected to play a bigger role in ensuring the accuracy of their content.
With 93% of consumers saying brands need to do more to combat misinformation, the stakes are higher than ever. Those who take a transparent, proactive approach will earn trust, while those who don’t risk losing credibility.
How brands can thrive in 2025
1. Lean into authenticity
Stop chasing trends for the sake of staying relevant. Instead, focus on creating content that reflects your brand’s personality and resonates with your audience. Authenticity isn’t a buzzword—it’s the key to building lasting relationships.
2. Own your narrative
Transparency allows brands to be in front of their messaging when platform moderation tools continue down the path to user-based solutions, whether through educational content or building a community.
3. Meet consumers where they are
Gen Z loves shopping through social media, but they’re also selective about how they engage. Use channels such as Snapchat, YouTube Shorts, and Instagram Reels to deliver valuable, interesting content and make every touchpoint meaningful.
4. Prepare for the likelihood of interruption on platforms
Even though the TikTok ban hasn’t quite materialized, it’s a good reminder that platforms can change in a dime. Diversify your efforts across multiple channels and invest in building direct relationships with your audience—email lists, newsletters, and even SMS campaigns are your safety net.
Moving forward: Building stronger connections
2025 is shaping up to be a year of challenges and opportunities for marketers. The digital landscape may be more unpredictable than ever, but one thing remains constant: the power of authentic, meaningful connections.
As you navigate this new era, remember that success isn’t about being everywhere or doing everything. It’s about showing up in the right places, in the right way, and with the right intentions. Consumers are ready to engage with brands that feel human—brands that listen, care, and add real value to their lives.
If your marketing strategy reflects that, 2025 could be your strongest year yet.
FAQs
1. How can brands stay authentic on social media?
Focus on meaningful connections and avoid chasing every trend. Create unique material representative of their ideals and the current online culture.
2. How is digital marketing being affected by AI?
AI helps predict trends, personalize campaigns, and improve overall consumer-brand engagement. It is all about smarter and more personalized marketing.
3. Why should brands address misinformation?
Consumers expect transparency. Tackling misinformation builds trust and protects your brand’s reputation in a fast-paced digital world.