Social Media Landscape: Challenges, Benefits, and Trends for 2025

With the speed of change — from changes to social media platforms, to changes in algorithms, to new features and functionality — it’s hard for brands to stay up-to-date. This is especially true for things such as visibility, engagement and other key performance indicators. People say that the organic reach on social channels in decreasing which means brands will need to revise their plans, approaches and expectations.

Although social media is highly competitive and organic reach is declining, it is still a good platform to build brand awareness and influence customers to make a purchase decision. It looks like the situation for social media may never be worse than it is at present as , while Meta (the parent company of Facebook, Instagram, etc.) continues to come under greater regulatory scrutiny, and TikTok still facing existential issues in the United States.

Challenges in the social media landscape

1. Declining organic reach

Organic reach rates on platforms such as Facebook and Instagram have been on a downward slope for some time and it is mostly due to algorithm changes. Social media platforms have begun prioritizing posts from friends and family rather than branded posts, making it increasingly difficult for businesses to reach their audience without leveraging paid promotions.

2. Platform instability and regulatory pressures

- Meta: The company has drawn scrutiny in the European Union, and has stated that it will not willingly be assailed on the issue of exempting diverse participants or factual protocols, which will impact how information spreads and could worsen outcomes for respondents.

- TikTok: TikTok’s future in the U.S. is still in limbo, as there are issues around ongoing U.S.-based security issues and possible state bans.

- X (formerly Twitter): Under Elon Musk's acquisition, the platform has dealt with boycotts from advertisers, a decline in users, and other controversies that have brought scrutiny to its policies.

3. Changing consumer behavior

Consumers are becoming more selective in how they engage with content. The growing emphasis on authenticity, transparency, and value-driven content requires brands to align their strategies accordingly. Leveraging social listening tools can help brands track conversations, monitor audience sentiment, and create personalized campaigns that resonate with their target audience.

Read more: Top Social Listening Tools to Track Brand Conversations

Benefits of social media marketing

Despite these challenges, social media offers a range of powerful benefits for brands that know how to leverage them effectively.

1. Stay top of mind

In a world of constant information overload, social media allows brands to maintain visibility. Regular updates and engaging content help keep your brand in front of your target audience. Post consistently using a social media content calendar to avoid gaps in posting and maximize audience retention.

2. Get new content ideas

Social media serves as a powerful tool for content inspiration:

- Newsjacking: Tapping into trending news or events to create timely content.

- Competitor Analysis: Studying competitor posts to identify what works.

- User-Generated Content (UGC): Drive engagement with User-Generated Content (UGC), and explore the cutting-edge potential of AI UGC videos, where followers create and share brand-focused content

3. Online reputation management

Social media enables brands to monitor and respond to customer feedback in real time.

- Promptly addressing complaints helps protect brand reputation.

- Responding to positive comments enhances customer loyalty.

- During a crisis, social media provides a direct line of communication to manage the situation.

4. Expanded paid Ad capabilities

Social media platforms offer advanced targeting options for paid ads:

- Retargeting: Re-engage with users who have visited your website.

- Lookalike Audiences: Target people with similar characteristics to your existing customers.

- Interest and Behavior Targeting: Reach users based on their interests, demographics, and online behavior.

Social media marketing trends to watch in 2025

As social media continues to evolve, these key trends will shape the future of social media marketing:

1. The battle between X, bluesky, and threads

Elon Musk’s acquisition of Twitter (now X) led to major changes, including the reinstatement of banned users and a loss of advertiser trust. This has opened the door for competitors:

- Bluesky: A decentralized platform founded by Jack Dorsey, now with over 26 million users.

- Threads: A Meta-backed platform with over 275 million users, benefiting from Instagram’s massive user base.

Brands are exploring alternative platforms to diversify their social media presence.

Example: Netflix, Duolingo, and The Guardian have already set up active Bluesky accounts.

2. AI in social media

AI is transforming social media in several ways:

- Content Generation: Tools like ChatGPT and MidJourney enable quick creation of text, images, and videos.

- Automated Customer Service: AI chatbots provide real-time responses and support.

- Personalization: AI helps tailor content based on user behavior and preferences.

- Ad Performance: AI-driven solutions like TikTok Smart+ automate campaign management and optimization.

Example: TikTok Smart+ helps brands automate ad targeting, creative adjustments, and performance analysis.

3. Rise of Employee-Generated Content (EGC)

Employee-generated content builds trust and humanizes brands.

- Encouraging employees to share behind-the-scenes content creates authenticity.

- EGC is cost-effective and provides organic reach and engagement.

Example: Anthropologie features employee stories on Instagram to increase engagement and build authenticity.

4. Decline of hashtags

Social media platforms are relying more on algorithms than hashtags to surface content.

- Instagram has already removed the ability to follow hashtags.

- Platforms are prioritizing content relevance over keyword-based discovery.

Tip: Focus on strong captions and high-quality content rather than overloading posts with hashtags.

5. Short-form video dominates

Short-form video content is dominating engagement on platforms like TikTok (where brands can leverage tools like the TikTok Creative Center for inspiration and analytics), Instagram Reels, and YouTube Shorts.- Keep videos under 60 seconds.

- Add captions and trending audio.

- Focus on storytelling and authenticity.

Example: Crocs uses TikTok to share humorous short videos featuring customers and influencers.

6. Customer-generated content over influencer content

Brands are shifting from influencer content to customer-driven content.

- Hosting customer trips and events increases engagement and loyalty.

- Customer content fosters trust and authenticity.

Example: Skincare brand Topicals combines influencer and customer experiences to create authentic social media moments.

Conclusion

By 2025, social media will be more innovative and authentic, and adaptable to strategies. Although organic reach is declining and social media networks are becoming unstable, the brands making use of AI, employee advocacy, and consumer engagement will thrive. By anticipating trends and changing behaviour of consumers, brands can leverage social media for growth and connections.