Social media and influencers: 2025 predictions

Social media platforms are portals to deep, meaningful engagement with customers. They are also the place where content creators and influencers cultivate passionate fan bases. For marketers looking to meet customers where they are, social media can’t be overlooked.

Here are some predictions about where brands can find opportunities and innovation in 2025 in order to gain an edge in the rapidly changing space.

Customer service on social media

We don’t know what shape TikTok will take in the U.S., as the date for a likely ban approaches. Whe do know that regardless of which platform customers move to, they will have things to say about brands and retailers. This creates an opportunity for marketers to boost customer service on social in the new year.

“Social media will dominate the customer service game,” said Scott Morris, Chief Marketing Officer of Sprout Social.

Morris pointed out Sprout Social’s Q4 2024 Pulse Survey found that about one-third (35%) of consumers plan to use social media more to get customer service questions answered. “And this is even more pronounced among younger generations like Gen Z (49%) and Millennials (41%),” he said.

“As nearly everyone turns to platforms like Facebook and Instagram first to get their questions answered quickly, the expectation for speed and personalization has never been higher,” Morris explained. “In fact, among all social media users, 40% want companies to prioritize personalized customer service on social media in 2025.”

AI automating (some) customer issues

Marketers looking to keep customers happy will be proactive by fielding service issues on social. AI will play a key role in providing responses to frequent questions, while a human touch will be needed for more specialized requests.

“AI should be dispersed to manage workflow and automated tasks, leaving social and care teams to focus on creative content and meaningful customer engagement,” said Morris.

Morris added: “Social media marketing in 2025 should center around creating immersive, personalized and seamless experiences. With this influx of buyers, AI-driven customer care will play a critical role. Brands also need to make their products more discoverable on social, whether that’s through user-generated content or expanded influencer campaigns. Brands that adapt their strategies in this way will meet consumer expectations and stay ahead of the curve.”

Influencer full-funnel strategies

Influencers are an effective way to introduce new products to their fan bases. Beyond growing awareness at the top of the funnel, influencer content can reach audiences that are ready to buy. And the deep knowledge of users on social media platforms can help deliver these lower-funnel outcomes. As a result, more brands will launch full-funnel strategies through influencers in the coming year.

“As consumer interests become increasingly niche, marketers are recognizing the need to more precisely target with their influencer strategies in order to deliver attributable results,” said Sean O’Brien, CTO and co-founder of influencer platform Mavely. “In the past, the industry has been fixed mostly on awareness and top-of-the funnel measurements like engagement and likes. Today, technologies like AI and app-to-app deep linking are enabling marketers to enhance shopper experiences and deliver more comprehensive metrics that drive campaigns seamlessly from post creation to purchase.”

“Brands will increasingly use creator-driven content to guide audiences seamlessly from trust-building narratives at the top to conversion-focused endorsements at the bottom,” said Joseph Perello, CEO of creator marketing platform Props. “This strategic alignment will condense the customer journey and drive efficiency, making creator marketing an essential tool for delivering measurable business outcomes at every stage.”

Dig deeper: Meta announces genAI video tools and closer creator partnerships

Marketers find better segmentation and more authentic connections on Bluesky

Growing awareness of social platform Bluesky as an alternative to X will lead to more brand involvement in 2025.

“Bluesky will stand out for two major reasons: its focus on decentralization and its ability to empower both users and brands,” said Isabel Romero, CMO of social media management tool Metricool.

“For users, Bluesky will be the space where algorithms don’t dictate what they see,” Romero said. “Instead, it’s a transparent network that prioritizes individual experience. This approach will be fresh air in an ecosystem crowded with centralized platforms.”

Romero added: “For marketers, it means better control over data, innovative ways to segment audiences, and most importantly, a more authentic and direct relationship with users.”

B2B marketers ramp up short-form social sharing

“As traditional social media strategies become oversaturated, brands will pivot to engaging with audiences outside their own channels,” said Daniel Kushner, CEO and co-founder of social media marketing platform Oktopost. “In 2025, successful B2B companies will embed themselves within influencers and thought leaders’ comment sections to spark conversations and gain visibility among niche, highly relevant audiences.”

Kushner added: “With 90% of B2B buyers preferring video for learning and 85% of marketers finding it highly effective for engagement, platforms like TikTok, Instagram Reels, and LinkedIn will see an uptick in bite-sized videos that provide concise industry tips, updates, and insights. In 2025, B2B marketing teams should be prioritizing short-form storytelling by crafting snackable, high-impact visuals that entice viewers to explore more long-form resources like webinars or whitepapers.”

AI startups and social media innovation

“We’re already seeing AI features being incorporated across the marketing tech stack,” said Natalie Silverstein, Chief Innovation Officer at influencer marketing company Collectively. “I expect to see some major improvements and even some totally new leap-frog startups emerge. The pace of innovation is about to speed up dramatically.”