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 seeking to meet customers where they’re, social media can’t be missed.
Here are some predictions about where brands can find opportunities and innovation in 2025 with the intention to gain an edge within the rapidly changing space.
Customer service on social media
We don’t know what shape TikTok will absorb the U.S., because the date for a probable ban approaches. Whe do know that no matter which platform customers move to, they may have things to say about brands and retailers. This creates a possibility for marketers to spice up customer support on social in the brand new 12 months.
“Social media will dominate the client service game,” said Scott Morris, Chief Marketing Officer of Sprout Social.”
Morris identified Sprout Social’s Q4 2024 Pulse Survey found that about one-third (35%) of consumers plan to make use of social media more to get customer support questions answered. “And that is much more pronounced amongst 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, amongst all social media users, 40% want corporations to prioritize personalized customer support on social media in 2025.”
AI automating (some) customer issues
Marketers seeking to keep customers pleased might be proactive by fielding service issues on social. AI will play a key role in providing responses to frequent questions, while a human touch might be needed for more specialized requests.
“AI must be dispersed to administer workflow and automated tasks, leaving social and care teams to deal with creative content and meaningful customer engagement,” said Morris.
Morris added: “Social media marketing in 2025 should focus on creating immersive, personalized, and seamless experiences. With this influx of buyers, AI-driven customer care will play a critical role. Brands also have 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 manner will meet consumer expectations and stay ahead of the curve.”
Influencer full-funnel strategies
Influencers are an efficient strategy to introduce recent products to their fan bases. Beyond growing awareness at the highest of the funnel, influencer content can reach audiences which might be able to buy. And the deep knowledge of users on social media platforms can assist deliver these lower-funnel outcomes. As a result, more brands will launch full-funnel strategies through influencers in the approaching 12 months.
“As consumer interests develop into increasingly area of interest, marketers are recognizing the necessity to more precisely goal with their influencer strategies with the intention to deliver attributable results,” said Sean O’Brien, CTO and co-founder of influencer platform Mavely. “In the past, the industry has been fixed totally 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 boost shopper experiences and deliver more comprehensive metrics that drive campaigns seamlessly from post creation to buy.”
“Brands will increasingly use creator-driven content to guide audiences seamlessly from trust-building narratives at the highest to conversion-focused endorsements at the underside,” said Joseph Perello, CEO of creator marketing platform Props. “This strategic alignment will condense the client journey and drive efficiency, making creator marketing a vital tool for delivering measurable business outcomes at every stage.”
Dig deeper: Meta publicizes genAI video tools and closer creator partnerships
Marketers find higher segmentation and more authentic connections on Bluesky
Growing awareness of social platform Bluesky as an alternative choice to X will result in more brand involvement in 2025.
“Bluesky will stand out for 2 major reasons: its deal with decentralization and its ability to empower each users and brands,” said Isabel Romero, CMO of social media management tool Metricool.
“For users, Bluesky might 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 might be fresh air in an ecosystem crowded with centralized platforms.”
Romero added: “For marketers, it means higher control over data, modern ways to segment audiences, and most significantly, a more authentic and direct relationship with users.”
B2B marketers ramp up short-form social sharing
“As traditional social media strategies develop into oversaturated, brands will pivot to engaging with audiences outside their very own channels,” said Daniel Kushner, CEO and co-founder of social media marketing platform Oktopost. “In 2025, successful B2B corporations will embed themselves inside influencers and thought leaders’ comment sections to spark conversations and gain visibility amongst area of interest, 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 suggestions, updates, and insights. In 2025, B2B marketing teams must 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 recent leap-frog startups emerge. The pace of innovation is about to hurry up dramatically.”
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