The State of Social Media
Overview
While social media has always evolved rapidly, the pace of change is even more dramatic now. Algorithm shifts across platforms, AI blurring the lines between what is real and fake and the rapid rise (and fall) of new platforms are leaving many with questions about how to break through the noise.
Here’s what you need to know about the state of social media in 2025:
A Changing Social Landscape
Users are increasingly uncertain about what platforms will survive. And there's the constant introduction of new features in existing platforms - take Instagram’s new vertical feed layouts as an example. Where should you focus your efforts and ad dollars to get the most traction?
Engagement is shifting, too - Facebook has seen a steep decline over the past couple of years. As the platform’s audience becomes more passive, it makes it harder for nonprofits and non-ad-paying users to break through. This is due to many factors, but an overabundance of ads, growing use of AI content and a changing algorithm has been a big push out the door. For digital communicators, this is huge, as Facebook was once the powerhouse for engagement.
Facebook is also a perfect example of another change – how users want to engage with social media today. The days of suggested posts, ads and marketing content are behind us.
Social Audiences Are Seeking Connection
We are seeing across the board that social audiences want to get back to the basics: seeing content from their friends, families and people who align with their values.
Take X (formerly Twitter), for example. Recent political and algorithmic shifts on the platform have moved many to alternatives where they can see content that aligns with their beliefs, like Bluesky. It’s also why folks left sites like Facebook: ads, AI and suggested content take control of their feeds, causing users to miss posts from the accounts they choose to follow. LinkedIn has most definitely benefited from this shift. It has successfully become a growing platform for people to share candid, lifestyle and personal content in addition to professional observations and connections. When users can connect a face or belief to a company, it can go much further than the typical “jargony” content the organization posts. (This is your reminder to get on Linkedin and build your personal profile too!)
At the same time, users want closer, more direct connections to the brands and creators they follow, which is why we’re seeing the rise of subscription-based and decentralized platforms (Think back to the early days of the internet when personal blogs reigned supreme before social). Platforms like Substack, Discord, Medium and even LinkedIn blogs continue to gain traction.
What’s Next for Social
If you’ve worked in social media communications for the past few years, you know that short-form video content remains the best approach. TikTok’s shiny entrance brought us short-form video content, and now every other platform is trying out similar features. Despite ongoing discussions about a potential ban, TikTok is expected to continue operating in the U.S., meaning its influence on social media trends and platform features will likely persist.
Instagram, despite its efforts to mimic TikTok’s style, continues to be a place for more curated and polished aesthetics. We anticipate that Reels and YouTube shorts will become popular competitors for TikTok.
That said, no matter what platform you’re on, if you’re not prioritizing short-form videos, you should be. Platforms are doubling-down on this content, and their algorithms will continue to boost this content compared to photos and graphics.
And while you’re filming, use a real person in your video. Given AI and basic graphics taking over, it’s a great idea to put someone recognizable and personable at the core of your content. Audiences are more likely to engage with content that uses real people, stories and visuals.
Don’t be scared to switch up your strategy. Where you once put your efforts on platforms like Facebook, you may want to try a stronger emphasis on Linkedin. With solid and growing engagement rates, it’s THE multi-use platform for branding and networking.
And, don’t forget that social media should not be your only communication channel. If social media goes away tomorrow, it’s always a good idea to have additional ways to reach your audience. A well-rounded strategy should include:
A structured website with clear messaging and strong UX design (user friendly, easy to navigate)
A method for collecting emails or phone numbers for direct communication
Newsletters and direct email campaigns
Securing stories in mainstream media outlets
The rules of society may be changing, but one thing remains the same: people are seeking connection, authenticity and trust in those they choose to follow.