Social media is moving fast — and 2025 didn’t hold back. Platforms shifted. User habits changed. Engagement strategies got sharper.
We looked at the biggest changes shaping this year so far. From Instagram’s algorithm updates to the rise of dark social, here’s what brands and marketers need to know.
Instagram in 2025: Less Feed, More Stories and DMs
Instagram continues to shift away from the main feed. Stories and DMs are where people now engage most. Brands focused on Story polls, replies, and DMs are seeing better results than traditional post likes or comments.
Engagement with Stories increased by 32% in Q1 2025 compared to the same time last year. Marketers now treat Stories as the first touchpoint. It’s faster, easier to consume, and more personal. Expect this trend to grow.
TikTok: Still Growing, But Facing Pressure
TikTok is still gaining users in the U.S., UK, and Latin America. But new regulations and content moderation concerns are creating friction. Despite that, engagement levels remain high.
In January alone, TikTok added over 8 million new users globally. Short-form video is still the top format across all platforms, but TikTok isn’t the only player anymore. Instagram Reels and YouTube Shorts are picking up more attention.
Meta Ads: Community Over Campaigns
In 2025, high-spend Meta ad campaigns alone aren’t working like they used to. Community engagement is the new goal.
Brands that create content with real voices — comments, duets, reactions — are seeing better ROI than polished, static creatives. Performance still matters, but the social part of social media is coming back strong.
Global Trends: U.S. vs UK vs LATAM
U.S. brands are focusing more on community management and creators. UK brands are refining their paid strategies. LATAM shows strong growth in influencer-led discovery.
Cool Nerds Marketing is seeing international brands adjust strategy by region, not just platform. What works in one market doesn’t always translate globally.
What’s Working Now (And What Isn’t)
Working:
- Fast replies in comments and DMs
- Interactive Stories (polls, questions)
- UGC-style video content
Not Working:
- Static posts with no context
- Generic “Happy Holidays” content
- High-spend ads with no social proof
Final Thoughts
Social media in 2025 is less about perfect posts and more about interaction. It’s about showing up where your audience is actually spending time — even if that means fewer likes and more conversations.
To stay ahead, watch platform behavior, not just algorithm tips. And if your current strategy is stuck, it might be time to rethink what social success looks like.
