Social Media in 2025: What Brands Need to Know

In 2025, social media is more important than ever for businesses. People expect brands to be active and engaging online. But, new challenges like a second Trump presidency and a possible TikTok ban are forcing marketers to adjust their strategies. With younger consumers, as 82% of Gen Zers have a profile on the app, according to recent research from Sprout Social.

What Do Consumers Want?

Today, people don’t just want ads—they want conversations. They expect brands to respond quickly and personally, just like a friend would. If they don’t get a reply, 3 in 4 people say they might switch to a competitor.

“Consumers want fast, personal care on social media,” says Layla Revis, VP of social, content, and brand marketing at Sprout Social.

Sprout Social’s latest report, The 2025 Sprout Social Index Edition XX, found that younger audiences, like Gen Z, especially want relatable and fun content. Many Gen Zers also use social media to shop, with nearly half planning to buy products directly through platforms this year.

Trends: A Double-Edged Sword

There is no a one-size fits all approach when it comes to social media marketing. What may work on one platform may not work on another. Jumping on trends can help brands connect with audiences, but it’s not always a good idea. While 40% of people think it’s cool when brands follow trends, 33% say it’s embarrassing. Timing is also critical—27% say it only works if done in the first 24-48 hours of the trend.

Gen Z likes trendy content more than older generations. However, brands must stay genuine.

“People want depth, not just surface-level posts,” says Revis. “Brands should focus on being original and engaging in a real way.”

Focus on Authenticity

The good news? Brands don’t have to chase every trend. People appreciate honest, relatable content. This means businesses can focus on what matters to their audience instead of trying to go viral.

“Consumers value brands that feel human and share their values,” Revis explains.

Challenges in 2025

The political climate is also shaping how brands use social media. A second Trump presidency has brought new rules for content moderation and the threat of a TikTok ban. This is a big challenge for brands that rely on TikTok to reach Gen Z, as 82% of them are on the app.

Even with these challenges, social media remains a major shopping platform. One-third of all consumers plan to shop through social media this year, and nearly half of Gen Z will use it for buying products.

Taking Responsibility

People also want brands to fight misinformation. In fact, 93% of consumers think brands should do more to stop fake news online.

Without fact-checkers, brands need to step up. Tools like Community Notes allow businesses to share accurate information and build trust.

How Brands Can Succeed

For 2025, brands should focus on being authentic, creating meaningful content, and adapting to change. Even with political shifts and new challenges, businesses that connect with people in honest and thoughtful ways will win.

Being genuine is the key to building strong relationships with customers—no matter what changes come next.