Social media marketing is entering a bold new era as 2025 approaches, reshaping how brands engage with consumers. According to the latest trends report, the evolution of social media, driven by platform advancements and shifts in user behavior, indicates one important truth: social media is no longer just where we scroll; it’s where we live. Analysts and experts have pinpointed eight transformative trends defining the future, highlighting the rise of social search, zero-click content, and the growing influence of entertainment and AI-driven creators.
“Social media has become the ultimate Swiss Army knife of modern existence,” says Jari Lähdevuori, executive creative director of Kurio. “The pace of change is dizzying. What was a shiny new tool last year has become an indispensable element for everyone. The question isn’t whether to keep up, but how to jump on this speeding train without missing a beat.”
One of the standout trends is the notion of using social platforms as sales funnels. Karan Dang, the CEO and founder of DANG, points to the rapid rise of social commerce. “Platforms like TikTok, Instagram, and Facebook have evolved beyond mere content consumption; they’re now key hubs for discovering and purchasing products. The traditional shopping path feels clunky compared to today’s fast, seamless experiences,” he explains.
Research supports this transformation. According to Adobe’s findings, 64% of Gen Z users have turned to TikTok as their search engine, leading to the popular saying, “I don’t Google, I TikTok.” Victoria Jenkins, associate director of social at Launch, notes, “A quarter of people now primarily use social media for search and communication online, and this trend is expected to continue increasing.” For brands, this signifies the need for digital content to be entertaining, social-first, algorithm-friendly, and effortlessly shareable.
Another significant shift is the emergence of curators as the next influencers. Oana Oprea, head of digital planning and brand strategist at Jam Session Agency, observes, “Curators are gaining importance as consumers seek personalized, trend-driven experiences. They tap niche markets and drive conversions through engaging storytelling.” This marks a strategic evolution for marketers, prompting them to rethink traditional influencer partnerships.
The insights gathered for this report come from 29 social media marketing experts across 23 award-winning independent agencies, representing various countries such as the USA, China, and the UK. Their perspectives provide a comprehensive overview of the anticipated marketing dynamics for the upcoming year.
Meanwhile, global e-commerce sales are projected to experience remarkable growth, particularly through mobile and social commerce channels. Industry experts forecast several major trends poised to reshape online retail:
1. The Role of AI Continues to Grow
Artificial intelligence is already transforming e-commerce processes. By 2025, AI's role will become even more pronounced. Experts highlight the importance of AI-driven personalized customer journeys, stating it will significantly refine users’ experiences from search to post-purchase support.
“Machine learning algorithms will actively anticipate user preferences,” says one expert, emphasizing how AI can significantly reduce the time customers spend searching for products.
2. Composable Commerce Gains Traction
Composable commerce will provide retailers the flexibility to construct custom e-commerce platforms using best-of-breed microservices. Reports suggest up to 99% of retailers are exploring or adopting composable commerce, highlighting the need for agility to quickly introduce new features.
3. Social Commerce as Growth Driver
Social media platforms increasingly serve as sales channels, with half of e-commerce players anticipating social commerce as their primary growth avenue by 2025. Live-streamed demos and integrated brand pages aim to combine user engagement with shopping convenience.
Payment innovations like “Buy Now, Pay Later” (BNPL) are on the rise, enhancing the online purchasing experience. The trend toward mobile commerce is also significant, with sales expected to increase substantially as online shoppers appreciate the ease and flexibility of these channels.
“Revenue from social commerce is projected to hit around $1.69 trillion by 2024, continuing its upward path and potentially soaring to $6.2 trillion by 2030,” one analyst indicates, underlining the shift of consumer discovery from traditional means to social platforms.
Sustainability is gaining attention, with consumers increasingly considering ethical sourcing and corporate responsibility when making purchases. Brands emphasizing transparent supply chains and eco-friendly practices will likely resonate more strongly with this socially conscious demographic.
Data-driven personalization will retain its prominence, with retailers who leverage advanced analytics to track user behaviors and refine their strategies setting themselves apart. Conversely, privacy compliance—navigated under regulations like GDPR and CCPA—will pose challenges as brands balance personalization with consumer trust.
Through continued innovation, the e-commerce sector is projected to reach $9 trillion by 2032. Yet, the sector's growth rates are beginning to stabilize, prompting brands to refine their strategies and differentiate themselves through technology and unique customer-focused experiences.
Experts posit solutions for brands include embracing AI, implementing composable commerce for flexibility, and integrating social commerce channels for direct interaction. These core trends set the stage for what promises to be a diverse and adaptive digital future.
Predicted changes suggest businesses will need to innovate continuously to meet consumer expectations. Navigational success through this evolution requires strategic foresight and technological fluency.