If there’s one thing we can count on in social media, it’s disruption. The way we use, consume, and shape content evolves, minute by minute.
Algorithms shift, platforms rise and fall, and user behavior adapts faster than ever. Already in 2025, we’ve seen major shifts—from the TikTok ban in the U.S. (and its subsequent un-banning) to Meta’s removal of third-party verification.
The level of disruption we are exposed to can sometimes make a definitive formula for social media success feel unattainable. The rapid-fire changes (TikTok is here, now it’s not! Now it is, but not for long!) can cause trust whiplash, making it hard for audiences to suss out what is authentic and what is manufactured.
Even with the never-ending shifts, here is what we do know:
In our POV, it is possible to navigate the Wild West of social media. And brands have a social obligation to keep trying, in order to reach, connect, and build relationships with the people that will continue to make and shape the future of content—and really, the future in general. Here’s how:
Despite algorithmic upheavals in 2024, influencers remained a steadfast presence, driving engagement and trust in an era of rising skepticism. With traditional advertising facing greater scrutiny and distrust, influencers have become essential for brands looking to create authentic connections.
In 2025, influencer marketing is more vital than ever. As platforms adjust to new regulations and content verification challenges—especially after Meta’s decision to eliminate third-party verification—brands will need to be even more selective in choosing influencers who align with their values and audiences. Those who successfully cultivate niche communities will thrive, offering brands a way to build trust in an increasingly fragmented digital world.
Last year, we saw social platforms solidify their role as search engines. Keywords, hashtags, and even social shopping changed the way users discovered content and made purchasing decisions. We continue to witness a monumental shift in how Gen Z and millennials alike search for information. While some have moved to TikTok, Instagram Reels, and YouTube Shorts, others are turning to Reddit and Pinterest for search-driven content.
For brands, this means refining their social SEO strategies. Understanding what users are searching for—and optimizing content accordingly—will be essential for discoverability and engagement. Prioritizing strong keyword strategies, relevant hashtags, and well-structured captions will help brands remain visible in an evolving digital search landscape.
2024 proved that a one-size-fits-all social media approach no longer works. While Meta and LinkedIn continue to dominate in user numbers, platforms like Discord, Substack, and BlueSky have become hubs for deeper community engagement. Meanwhile, Reddit’s rise in social commerce and discussion-based marketing has given brands new ways to engage in authentic conversations.
In 2025, smart brands are focusing on platform-specific strategies rather than chasing the largest user base. The key to success? Meeting audiences where they are most active and tailoring content to each platform’s strengths. Whether it’s leveraging Reddit for brand conversations, Substack for thought leadership, or LinkedIn for B2B engagement, aligning strategy with platform dynamics is critical.
Despite changing algorithms and platform policies, one thing remains clear: Video content continues to dominate. Short-form video on TikTok, Instagram Reels, YouTube Shorts, and even LinkedIn video posts have become some of the most effective engagement tools. Creators are constantly finding new homes for their content, leading to shifts in audience behavior that brands must monitor closely.
Beyond video, 2024 highlighted the power of community-driven content. The brands that thrived weren’t necessarily the ones with the largest followings, but those that fostered meaningful conversations and engagement. User-generated content, live Q&As, and interactive discussions will be key in 2025, reinforcing that even with that omnipresent sense of change, social media success is about community over virality.
Artificial intelligence is redefining how content is created, optimized, and discovered. In 2024, we saw AI-driven search become more prominent, making concise, authoritative content more critical than ever. With the continued evolution of AI-driven discovery in 2025, brands that integrate trending keywords in everything from social content to high-quality articles and expert-led videos will gain a competitive edge.
Additionally, with AI tools shaping content creation, brands must find the balance between automation and authenticity. AI can enhance efficiency, but human-led storytelling will continue to remain essential for building genuine trust and engagement.
The social media landscape is changing rapidly, with 2025 off and running with unprecedented change after unprecedented change. With the TikTok ban reshaping content strategies, Meta’s verification changes impacting brand trust, and platform-specific engagement becoming more critical, brands must remain agile.
Success in the Wild West of social media won’t come from chasing trends but from strategically adapting to them. By prioritizing community, refining search strategies, and embracing platform diversity, brands can navigate the ever-evolving world of social media and come out swinging on the other side.