5 social media shifts businesses must prepare for in 2025
Stay ahead of the curve: Discover the 5 social media shifts businesses need to watch for 2025 success.
As we step into 2025, the Asia-Pacific (APAC) region leads the way in global social network usage, creating immense opportunities for brands to adapt, innovate, and drive growth. According to Statista, China tops the list with approximately 1.06 billion social media user accounts as of January 2024, followed by India with 462 million, and Indonesia with 139 million.
In the Philippines, there were 86.75 million active social media user identities in January 2024, representing 73.4% of the total population. Vietnam reported 72.70 million active social media user identities in January 2024, accounting for 73.3% of its total population.
With such high levels of social media engagement, businesses have a unique opportunity to connect with tech-savvy audiences.
Meta AI’s latest insights highlight five major trends that brands must embrace to effectively engage their customers and stay ahead in the rapidly evolving digital landscape.
Patrecia Meliana
5 key social media trends in 2025
For brands, staying ahead of these shifts will be crucial to fostering engagement, building trust, and driving growth. From the rise of generative AI in content creation to the growing influence of creators, these five key trends highlight where businesses should focus their efforts to remain competitive in the dynamic digital space.
1. Generative AI changing content creation
Generative AI will continue to change digital content creation in 2025, driving both efficiency and creativity. Meta reports that more than 1 million advertisers have adopted its AI tools, creating over 15 million ads as of August 2024.
Notably, ad campaigns utilizing generative AI tools saw an 11% higher click-through rate and 7.6% higher conversion rates compared to traditional methods.
In APAC alone, 30% of Meta's largest clients leveraged AI features such as "background generation," emphasizing how businesses can use AI-driven solutions to elevate advertising performance and content output.
2. Gen Z accelerating business messaging
Messaging is emerging as a preferred communication channel, especially among Gen Z consumers. Meta reveals that more than 1 billion people interact with businesses on Messenger, Instagram, and WhatsApp every week, with over 600 million conversations taking place daily. APAC leads this trend, where at least 1 in 3 consumers chat with businesses weekly.
For brands, integrating seamless messaging solutions into their customer engagement strategies will be key to fostering trust and building meaningful connections in smaller, personalized circles.
3. The rise of video content consumption
Video continues to dominate social media engagement, with users spending 60% of their time on Facebook and Instagram watching video content. In APAC, time spent watching TV and video is projected to rise by 15% in 2025, according to Insider Intelligence.
Livestream shopping is another powerful driver, with 73% of Southeast Asian users watching live streams to explore products and 66% making purchases directly from them. For businesses, prioritizing engaging video strategies, including livestreaming, will boost product discovery and sales.
4. Cross-border shopping on the rise
Globalization and technology have fueled a rise in cross-border shopping. Meta’s holiday study revealed that 50% of APAC shoppers made international purchases during sales, with 59% discovering products on Meta platforms.
Beyond price advantages, cross-border buyers seek unique brands and higher-quality goods unavailable locally. Brands can leverage targeted ads and global content strategies to capture the attention of international audiences and drive conversions.
5. Creators driving campaign success
The creator economy continues to thrive, with Goldman Sachs projecting it will hit $480 billion by 2027. Creators are more than influencers; they are strategic partners for brands aiming to reach niche, engaged audiences. Meta’s research shows that 53% of users are more likely to purchase products promoted by creators on Reels.
Meta’s "Creator Testimonials" ad format, which simplifies partnerships between brands and creators, underscores the importance of collaborating with the right content creators to amplify campaigns and build authenticity in 2025.
5 free tools to leverage 2025 social media trends
- Meta’s creative AI tools
Meta’s generative AI tools, such as background generation and ad creatives, can streamline content creation while improving campaign performance. Businesses can leverage these tools for free to design engaging visuals and copy.
- Canva
Canva’s user-friendly platform allows marketers to create video, visual, and social media content tailored to any platform. The free version offers templates for Reels, Stories, and video ads to align with growing video trends.
- WhatsApp for Business
With APAC consumers embracing messaging, WhatsApp for Business provides a free tool to connect with customers, automate responses, and build trust with personalized interactions.
- TikTok Creator Marketplace
For brands looking to collaborate with creators, TikTok Creator Marketplace allows businesses to find creators who align with their campaigns, tapping into video and influencer trends cost-effectively.
- Google Trends
Google Trends helps marketers identify trending keywords and content ideas in real-time, enabling businesses to capitalize on video, cross-border shopping, and creator-driven opportunities effectively.
This post is created by ContentGrow, providing scalable and tailored content creation services for B2B brands and publishers worldwide. Book a discovery call to learn more.
