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5 trends that will sprout green shoots in the “garden” of social networks in 2025


Social networks are eternally at the mercy of changes, many of which happen overnight. The intrinsic mutability of these platforms forces brands to renew their strategies every year with a focus on social networks, a channel that has been firmly leveraged for years in the “media mix” of advertisers.

In 2025, brands will look to social networks for balance between performance marketing and brandingwill permeate the contents with a thick patina of authenticity (without giving up quality), they will try to metamorphose the “followers” into fansthey will amalgamate “evergreen” content with the most flashy trends, and will prioritize trust in their relationships with consumers. influencers.

According to an article by Jason Modemann for W&Vis 5 trends will gain special relevance on social networks during the next twelve months

1. Towards a balance between “performance marketing” and branding

In recent years, “performance marketing” has been at the center of brands’ activities on social networks. Segmentation in messages, reach and perfectly measurable insights emanating from performance marketing have long been seen as the quickest formula for success on social media. However, More and more brands are wary of the long-term benefits of pure “performance marketing” and are willing to pair this formula with branding.

A recent report undertaken by McKinsey effectively highlights the resurrection of branding. According to this research, branding and “brand building” occupy second position in the ranking of topics to which marketing directors will give more relevance in 2025.

That branding is put at the forefront by brands does not mean, however, that “performance marketing” is relegated to the rear car. AND In 2025, brands will try to find the balance between “performance marketing” and branding on social networks.

At a time when brands are increasingly interchangeable with each other, a holistic vision of the “customer journey” will be more vital than ever. to connect with the desired target and also to retain them in the long term. And this holistic vision of the “customer journey” is precisely what fosters the juxtaposition of branding and “performance marketing.”

2. The rise of authentic content that does not give up quality

In recent years, the so-called “user-generated content” (UGC) has been the mirror in which many brands have looked at themselves on social networks. This type of content is, not in vain, a proven formula to connect authentically with the customer and to do so at a very low cost. However, the sheer volume of UGC currently disseminated across social media is making it increasingly difficult for brands to stand out from the crowd.

For this reason, In 2025, brands will opt for a hybrid approach on social networks that will simultaneously seek the authenticity of the UGC and quality in the production of content. (which, because they are genuine, do not necessarily have to have a sloppy “look & feel”). The objective of the brands will be to produce high-quality content that, despite its premium production, continues to exude authenticity. It is about giving quality to the native content born in the heat of social networks.

3. From “followers” ​​simply to “fandom”

The success of Taylor Swift and her passionate fans (known by the nickname “swifties”) should have taught brands that it is not enough to accumulate “followers” ​​at random on social networks and We must aspire to the metamorphosis of those followers into fans.

In 2025, brands will focus more than ever on creating fan communities on social media and will give special priority to their interactions with the community. The objective will be to properly understand the language of their followers and make the topics that interest them most their own in order to effectively integrate them into the content they share on social networks.

The so-called “social listening”which brands will practice with relish in the coming months on social networks, will also give wings to co-creation. Brands will be able to use active listening from their community to gain valuable insights and integrate them into the development of products and services. It goes without saying that when “followers” ​​end up becoming co-creators, their loyalty to brands is also infinitely strengthened.

4. Trends and evergreen content will go hand in hand

In 2024, trends such as “brat girl summer” or “demure” triumphed on social networks, which brands exploited for their own benefit to achieve short-term visibility and reach with content. for this. However, On 2.0 platforms, trends (even those anointed with the most overwhelming success) unfortunately do not have a long history and die almost as quickly as they are born.

Perhaps for this reason, in 2025, brands will look for a strategic “mix” of trends (inevitably perishable) and “evergreen” content on social networks. After all, if brands trust their social media strategies solely and exclusively to trends, they run the risk of their brand identity being diluted. Hence the importance of amalgamating content born from the core of trends with “evergreen” content, which is much more focused on long-term “brand building.”

5. Trust will be an absolutely unavoidable ingredient in influencer marketing

Influencer marketing is a lightning bolt that does not stop and continues to attract million-dollar budgets that grow year after year. In 2025, brands will, however, give a twist to their relationships with influencers to make them more authentic. (given that the audience is also increasingly critical).

In this sense, In the future, influencer marketing campaigns will strive to integrate products as organically as possible into the daily lives of creators. and thus transmit messages full of sincerity. Storytelling and long-term collaborations with influencers will also be crucial to making influencer marketing more authentic and genuine. It’s about creators truly believing in the products they’re recommending (or at least appearing to do so) and interacting more directly with their followers when promoting a brand on social media.



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