The social landscape is constantly shifting and, as we look ahead to 2025, its dynamic evolution shows no signs of slowing down. From the potential ban of TikTok to the ongoing surge in ecommerce, user-generated content (UGC), and artificial intelligence (AI), 2025 promises to be a year brimming with opportunities to discover what works best for your unique business goals. Let’s explore some of the key trends to watch.
1. Top Platform Changes
TikTok
Currently, the TikTok ban extension is set to last through April 5, 2025. By that date, Bytedance, the owner of TikTok, must find a US company to acquire at least 80% of the app’s stake. If no agreement is reached with the U.S. government or if ByteDance fails to sell the required portion, TikTok will no longer be available for use in the U.S. after that deadline. As of February 13, 2025, TikTok is once again available for download in the app store after being temporarily unavailable for download (USA Today). According to eMarketer, users aged 18-24 spend an average of 76 minutes per day on the platform, while those aged 25-34 spend nearly an hour per day on the platform.
Meta
Meta continues to dominate reach across all age groups, regardless of other platforms’ growth in popularity. In response to user feedback, the platform is shifting away from a third-party fact checking system in favor of a community-driven approach. This update will give users additional control over the content they see in their Facebook, Instagram, and Threads feeds. As we move through the first half of 2025, Meta is expected to further evolve its platform policies. While these changes won’t directly impact Paid Social, they will influence the organic landscape of the platform.
2. Ecommerce is on the Rise
Between 2022 and 2024, the percentage of users who made purchases on TikTok surged by 15%, with expectations for continued growth. Despite this increase, TikTok is still tied with Instagram as Gen Z’s top app for social commerce, according to a survey by Morning Consult (Business Insider). Additionally, 67% of social media users are at least somewhat likely to research products on social platforms before making a purchase. This shift has prompted platforms to enhance their in-platform SEO and expand search ad offerings (eMarketer).
Here are a few ad types that create a seamless user journey, helping users discover and purchase products:
- Meta: Shopping Ads, Dynamic Product Ads, One-Click Multi-Retailer Ads
- TikTok: Video Shopping Ads, Live Shopping Ads, Product Shopping Ads, Search Ads
- Pinterest: Shopping Ads, Catalog Ads
3. Utilizing UGC & AI
UGC
UGC and influencer-generated content refer to any type of content generated by individual creators and reshared by brands on their own platforms. UGC creators have proven that authentic and relevant content can significantly influence purchasing decisions. In fact, 87% of businesses report increased sales with UGC (Hubspot), and 94% of brands believe creator content delivers a higher return on investment (ROI) compared to traditional digital advertising—up 20% from 2023 (CreatorIQ).
Influencer content can be repurposed in various ways. While most marketers leverage it for organic social media posts, it’s also commonly used on websites, product pages, out-of-home (OOH) activations, and paid social ads. New to the world of UGC? Start by testing it in a campaign or setting up a measurement test to see which creatives resonate most with your audience. Creative content is essential across all social platforms, and UGC offers a fantastic opportunity to diversify your content mix.
AI
LinkedIn, Pinterest, and Meta all offer AI solutions to optimize the value of every ad impression, utilizing AI for tasks like automated bidding, creative enhancement, budget allocation, and more. The use of AI continues to rise with 91% of brands using it for tasks such as content creation and data analysis, with 45% of brands specifically using AI to generate short-form content (CreatorIQ).
Meta offers a comprehensive suite of AI-powered tools called Meta Advantage+, which gives advertisers more control over how they utilize AI on the platform. You can choose from complete campaign solutions that allow Meta to apply AI across every step of the campaign or opt for more defined, single-step solutions to tailor your approach (Meta).
Overview
With social media usage continuing to rise, advertisers are gaining more opportunities to reach their target audience at all stages of their user journey. Platforms are making it easier than ever to get users to convert with in-platform eCommerce. While UGC may not align with every brand, it is a different type of content that continues to show value in social and influencer campaigns. Unsure if something will work for your brand? There are plenty of opportunities to do a test-and-learn to see what aligns with your business goals.
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