Erin Storm | VP, Group Social Media Director
Feeds look different. Metrics mean less. And the old best practices? They don’t hit like they used to. But this isn’t a decline — it’s a reset. The brands that win now on social aren’t chasing virality. They’re building relevance where real attention lives.
These are the 10 shifts reshaping how we show up, connect and lead on social in 2025.
1. Engagement Signals Got Smarter
Likes? Dead. Follower count? Who cares. Saves, shares, replies, reposts — that’s where the signal lives now. If it made someone stop, think, or send it to a friend, it mattered.
broadhead POV: We encourage clients to build KPIs around meaningful interaction, not surface metrics. It’s time to measure what matters.
2. Engagement Is Down. Don’t Panic.
Yes, engagement is down. Facebook dropped 36%, TikTok 34%, Instagram 16% and X nearly 50%. But that’s not failure. It’s filtration. The feed is overcrowded, audiences are sharper and mid-tier content just doesn’t cut it anymore.
broadhead POV: The right strategy cuts through. Brands showing up consistently with community-first, creative content still win.
3. The Video Mandate
Short-form, lo-fi, culturally aware video has become the baseline. Every platform is chasing TikTok’s magic formula, and audiences expect content that feels human, not highly polished.
broadhead POV: Brands need to think like creators. Entertainment and cultural fluency are the bar now, not bonus points.
4. Creating to Captivate
2025 is the year brands start thinking like creators, not corporations. Brands that break their own rules, take risks and entertain will outperform those that stick to safe, explanatory posts.
broadhead POV: Safe won’t win. If you’re not willing to break your own rules, don’t expect the online social culture to care.
5. Episodic, Original Content
Social has entered its showrunner era. Episodic storytelling builds loyalty over time, moving beyond quick hit virality to create compounding returns.
broadhead POV: Brands should build “content franchises” that audiences come back for again and again, whether that’s a series, a character or a signature storytelling format.
6. From AI Slop to AI Saturation
AI-generated content has gone from novel to noisy. Feeds are flooded with sameness, fueling skepticism and fatigue.
broadhead POV: We advise clients to use AI strategically. It shouldn’t be a shortcut, but a creative accelerator. Authenticity and originality are still the ultimate differentiators.
7. The Rise of AI Personas
Virtual influencers are gaining followers and brand deals, but they also spark big questions about authenticity and trust.
broadhead POV: For brands exploring this space, transparency is non-negotiable. We guide clients in balancing innovation with honesty, ensuring audiences know where the human voice begins and ends.
8. Search Is Social Now
With Instagram logging 6.5 billion daily searches (and Google now indexing Instagram posts) social platforms are becoming discovery engines, not just entertainment hubs.
broadhead POV: Your content needs to be findable and followable. SEO isn’t just for websites anymore.
9. The Rise of Dark Social
Private DMs, group chats, niche communities — this is where real influence lives. Public metrics may be down, but private sharing is alive and thriving.
broadhead POV: We help brands earn entry into these spaces through authentic value and community-first strategies. It’s about being invited into the conversation, not barging in.
10. Decentralized Isn’t Fringe Anymore
Platforms like Bluesky are gaining traction, but uncertainty keeps most brands on the sidelines.
broadhead POV: We’re watching this space closely with our clients. Early adoption isn’t right for everyone, but leaders who experiment thoughtfully will be better prepared for what’s next.
The Bottom Line
Social in 2025 isn’t about chasing viral moments or gaming the latest algorithm hack. It’s about cultivating real, lasting resonance.
The brands that win will be:
- Adaptive: Quick to embrace new formats and behaviors.
- Authentic: Cutting through AI noise with originality.
- Discoverable: Optimized for a world where search is social.
- Community-driven: Respectful of the private, niche and human spaces where connection happens.
At broadhead, we don’t just watch these trends unfold; we help our clients adapt, act and lead. Because at the end of the day, vanity fades, but value endures. Contact us if you’re ready to learn more! I’d love to chat.
Sources:
https://www.rivaliq.com/blog/social-media-industry-benchmark-report/