By Diane Markovski, founder of Lit Agency
Social media never sits still – and 2025 is proving that in a big way.
From who’s online to how they’re interacting with content, brands, and each other, the landscape is shifting fast and continues to evolve we need to better understand these channels with different goals in mind.
I have reviewed the latest GWI data and broken it down into the stuff that matters all so you can plan smart, keep up to date with trends and stay ahead.
Diane Markovski
Meet your audience on the social platforms they’re on
The only thing left to consider is the platforms to concentrate your efforts on. There’s a slight disconnect between the apps companies use, and where consumers and business decision-makers spend their time.
We’re witnessing the rise of the next wave of shopping on social media. Consumers now explore new products, deep dive into specific options, and purchase what they need, all within a single visit. Platforms are finding ways to encourage purchases. Whether it’s live streams on TikTok featuring limited-time offers, exclusive product releases for your followers on IG, or easter egging product drops on Reddit.
The crown jewel: Video marketing
Of all the different media types we track, people who turn to vlogs for product research are the most likely to trust online reviews. Vloggers can walk viewers through the whole experience from unboxing a product to a final review, and this creates social proof in the process.
Product demos can also help influencers reassure followers in today’s low-trust environment, to buy from influencers because they’ve seen them use a product.
And think about where these video reviews or vlogs are most likely to land.
Needs-based marketing is the best marketing
Brands need to pick influencers that have a clear use case for their product, and an audience of potential customers who could realistically make use of it. How can brands know what’ll work for them, and what won’t?
Consumers don’t just follow influencers for trends – they want solutions, connection, and belonging. The best brands understand moving beyond hype and co-creating with influencers is where they can truly connect culture and commerce. We believe participation is key, when brands involve both influencers and their audiences in the creative process, they don’t just create trust and stronger communities; they’re building their cultural resonance, deepening connections and driving real impact.
Provide better service with AI on the team
Chatbots are another popular AI use case for marketers, and people think they have their strengths. They can provide fast responses, are available 24/7, and stay neutral when faced with any issues. And there’s an opportunity for brands to use AI to get the conversation going with messaging app users.
Meeting tomorrow’s regulations today
Preparing for future bans is a bit trickier, especially as their effects aren’t always immediate or universal. TikTok was banned in India years ago, yet a proportion of the nation still say they use it, presumably through VPNs. And Australia’s under 16s ban is set to take effect at the end of 2025, but there’s a lot of uncertainty around how it’ll be enforced, and debate over whether tweens’ usage will be moderated In any way.
Why were mentioning this – All brands should have a gameplan and avoid putting all their eggs into one basket by building a strong presence across 2-3 video-based apps. Across 11 markets, Instagram and YouTube are the apps TikTokers say they’d rely on more if it got shut down in their country.
Rather than simply investing in the most popular channels, it’s all about being strategic – aligning our content choices with our target audience and campaign goals. The key takeaway is to tailor content not only to platform preferences but also to the unique viewing motivations of each audience to maximize engagement and outcomes.
Social media doesn’t sit still, and neither should brands. They have to respond to AI, new platforms, and shifting behaviours.
BRAND ADVICE – Show up where conversations are happening, make your content worth sharing, and turn insights into action. Brands that can show they really get consumers will have the edge it takes to stand out.