If you read our last newsletter, we took a deep dive into the trends that made 2024, but now it’s time to look ahead. What’s going on in 2025? With the 12 hour TikTok ban sending everyone into a frenzy and the uncertainty of what its fate will be, brands and creators alike are scrambling to diversify their social media strategies. Will Instagram reclaim its throne? Will a new platform step up? Either way, we’re here to help you stay adaptable and ahead of the game for 2025.
▶️ YouTube
For creators that want to monetize and brands who want a significant ROAS, YouTube has always been king. However, in 2025 it’s targeted to be even bigger. With long-form content thriving now more than ever and YT Shorts being a worthy competitor to TikTok’s much appreciated format, the platform continues to cater to both dedicated audiences and bite-sized content lovers. Not to mention its advanced ad options and SEO capabilities–it’s hard for brands and creators alike not to include YouTube as a priority in their digital marketing efforts. With TikTok potentially on the outs, expect your favourite companies and influencers to take YouTube much more seriously if they haven’t already.
Whenever another app starts slipping, Instagram is always right there, ready to pick up the pieces and take the spotlight. Honestly, the competition doesn’t even have to stumble, if Instagram spots an opportunity, they’re already on the move. They’ve always been very transparent about not wanting logos from other apps on their platforms (remember when they stopped pushing TikTok reposts?). We have to admit though, they’ve been smart about it. Instead of coming right out and saying “you can’t do this”, they’ve subtly been giving creators the tools they need to avoid them going off into other tools. Take their latest drop as a prime example: Edits. Mosseri announced it first on his page, saying “it’s an entire full suite of creative tools for those who are passionate about making videos on their phone”. Sounds to me like CapCut is next on their chopping block in their plan to get that top spot in giving creators everything they need to keep it all in-house.
🖥️ SEO Keywords > Hashtags
Are hashtags still useful? If we had a dime for every client that asked us this! Our answer is always the same– if used correctly, yes. With that said, social media platforms acting more like search engines these days, SEO keywords have officially taken the number one spot in caption accessories. So, while hashtags can still help with being discovered, they’re no longer in the lead in terms of reach. Instead, focusing on intentionally-placed keywords that align with what your audience is searching for will make a bigger impact. Rather than hoping your hashtag will be picked up, think of strategically placing words in your caption that your audience would typically be searching Google for.
🤝 Community-First Mindset
Overly curated and forced content is out–audiences are gravitating towards smaller, more authentic creators now more than ever. Consumers are starting to see right through the picture-perfect campaigns and want real connections instead. By prioritizing a community-first approach, brands can focus on creators who truly resonate with their followers, tapping into voices that feel genuine and relatable. This creates space for content that feels less like advertising and more like a conversation. It’s about showing up where your audience is and speaking with them, not at them.
✍️ The Importance of Newsletters
We’ve all experienced that slight panic that sets in when Meta goes dark–you’re thinking about the campaign you launched that morning, how this will impact your ad spend, or even worse, your audience engagement. It’s also in these moments where you’re harshly reminded of just how much we rely on social platforms for communication. This is where a newsletter steps in. Unlike these platforms, a newsletter is a space you own, a direct line to your audience that isn’t dependent on algorithms. It’s your chance to build genuine connections, share updates and ensure your messaging reaches your audience.
As we look to 2025, it's clear that the digital landscape is changing, as it does every year. But one thing is clear: adapting to change while staying true to your audience will remain undefeated.
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Written by: Giovanna Pagano
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