In the fast-evolving world of social media and influencer marketing, understanding the future landscape can give brands a crucial edge. To provide expert predictions and actionable insights into what to expect by 2025, we spoke with two highly respected figures in the industry:
James Brooks, founder of Team Brooks, specialises in innovative social media strategies that drive real results, especially for FMCG brands.
Amanjit Heer, Director at We Heer You, excels in transforming digital presence through influencer marketing and content creation, working with top global brands.
Together, James and Amanjit provide a comprehensive perspective on the future of influencer marketing & influencer marketing trends, from emerging social platforms to evolving content trends and strategies. Their combined expertise offers valuable guidance for brands aiming to stay ahead in the dynamic social media landscape of 2025.
Which social channels do you think will dominate in 2025? Why?
James Brooks:
“As far as I can see, it will be the usual suspects: TikTok, Instagram, YouTube, and X. Scrollable short-form video dominates, so platforms embracing it will do very well.”
Amanjit Heer:
“TikTok is huge right now, and it will only continue growing in 2025, especially with brands utilising the ecomm part of the platform and the number of creators joining.”
Key Takeaways
- TikTok’s Continued Dominance: TikTok is expected to maintain its leading position due to its engaging short-form video content and growing e-commerce capabilities.
- Significant Platforms: Instagram, YouTube, and X are also anticipated to be key players, with Instagram and YouTube remaining influential for their diverse content formats, and X potentially evolving with new features.
- E-Commerce Integration: The integration of e-commerce features on TikTok will be pivotal, supporting its ongoing dominance and appeal to both brands and creators.
Do you think new platforms will emerge, or will existing giants evolve to remain relevant?
James Brooks:
“It’s a tale as old as time. A new platform is bound to emerge, but when and what that platform will be is hard to predict. We will still see TikTok setting trends in the coming years, so where they focus their attention as a platform is one to watch. Asia has heavily influenced social media in the past years, and we will see more of the same.
To that end, if we want to understand the direction of things, we must look at what is happening in Asia. Social commerce is huge, plus a lot of day-to-day life admin stuff is all managed within social media apps. If we look at apps like WeChat in China – it’s your “everything” app. Elon Musk has been quite explicit that he wants X to go in that direction and is pressing forward with that vision. I can’t help but feel there will be an arms race to be the “killer app”.”
Amanjit Heer:
“I think all the leading platforms (IG, TikTok, YT, Snap, etc.) are competing against each other regarding their features, so I don’t think a new platform will emerge just yet. I think the current ones will keep evolving, but if it does, it has to be 10x better than the current giants in the game!”
Key Takeaways
- Emergence of New Platforms: New platforms are likely to emerge, but predicting their specifics is challenging. The evolving landscape will be influenced by trends and innovations from existing giants.
- Evolution of Existing Platforms: Current platforms will continue to evolve and enhance their features. A new platform would need to offer significant improvements to disrupt the market.
- Influence of Asian Trends: Trends in Asian social media, such as social commerce and multifunctional apps like WeChat, will play a role in shaping future developments.
In your opinion, do male and female audiences engage differently across social platforms? How might these differences shape which platforms brands prioritise in 2025?
James Brooks:
“I’m not 100% sure about this. Female audiences are more likely to interact with content (comments, likes), whereas male audiences are more likely to share content they find valuable. But that is not a scientific answer; it’s just a gut feeling.”
Amanjit Heer:
“Yes, they do, and there are stats to back this – women tend to engage more with platforms such as IG, TikTok and Pinterest, while males prefer X, YouTube and gaming platforms like Twitch. Women also engage better with lifestyle, beauty, wellness, and community-focused content, while we men engage more with technology, sport, and finance content.
Brands should focus on where their audience is and target them according to the correct platform, e.g. a lifestyle brand whose audience is women, should invest into IG/TikTok, where a technology brand whose audience is mostly male, should look into being more present on YouTube.”
Key Takeaways
- Gender-Based Engagement Differences: Female audiences are more interactive with content (likes, comments) while male audiences are more likely to share content.
- Platform Preferences: Women tend to engage more with platforms like Instagram, TikTok, and Pinterest, focusing on lifestyle and community content. Men prefer platforms like X, YouTube, and Twitch, focusing on technology, sports, and finance.
- Brand Strategy Alignment: Brands should align their strategies with the platform preferences of their target demographics to maximise engagement and effectiveness.
What content trends or platform features resonate most with men versus women?
Amanjit Heer:
“Women tend to engage more with interactive features on platforms and like to get involved in voicing their opinions/sharing reviews. TikTok is a great example of community involvement, while IG is a good example of using interactivity on stories with its sticker features.”
Key Takeaways
- Interactive Features for Women: Women are drawn to interactive features and community-focused content on platforms like TikTok and Instagram.
- Content Engagement: Interactive elements and opportunities for user participation (such as reviews and opinions) are key for engaging female audiences.
What do you think brands need to focus on more by 2025 – content quality, platform algorithms, influencer partnerships, or something else?
James Brooks:
“We’re living in the era of authenticity. Social Media is social; the clue is in the name. It just doesn’t work posting highly polished promotional content. One of the catchphrases that TikTok has used with their advertising customers for a long time is ‘Don’t make ads, make TikToks’. To me, this embodies what brands need to do. It’s about building a relationship with their audience and creating content they don’t want to scroll past. That means creating content that blends in with the other content in users’ feeds so it doesn’t look like an ad they want to scroll past.
For this reason, I believe that brands should heavily collaborate with content creators. I choose that description over ‘influencers’ on purpose. I don’t think brands need to use ‘big’ influencers. Brands need to find creators native to the platforms, who are on top of the trends, and who have a proven track record of making content that resonates. They need to use folks like this to create their branded content. But they need to do it in a way where the brief is a VERY light touch.
Content creators know the best way to capture and keep attention on these platforms. Let them do their job. Don’t script them or force them to be overly promotional. That’s how you are going to win on social media.”
Amanjit Heer:
“Brands need to work more on building long-term partnerships with influencers and working with the right type of influencer to reflect their brand messaging. Too often, I see brands working with influencers based on their follower numbers and not looking at what that influencer stands for – it makes the collab look inauthentic.
Building long-term relationships with influencers will help strengthen brand credibility and authenticity amongst the influencer’s audience. Working with niche and micro-influencers is also another area I think brands need to focus on 2025. Smaller niche communities can be super powerful – you’re tapping into a community that already loves what you do, so conversion is much easier.”
Key Takeaways
- Authenticity in Content: Authenticity and relatability in content are crucial. Brands should aim to create content that blends seamlessly with users’ feeds rather than appearing overly promotional.
- Collaboration with Native Creators: Partnering with native content creators who understand platform trends and can produce engaging content is essential for success.
- Long-Term Influencer Relationships: Building long-term partnerships with influencers who align with brand values and focusing on niche and micro-influencers will enhance brand credibility and effectiveness.
How will social commerce evolve on platforms like TikTok, Instagram, or X by 2025? Which platform do you think will lead in this area?
James Brooks:
“This is already huge and is going to be even bigger. Again, if we go back to my comment on looking to Asia, social commerce is huge in Asia. Expect to see TikTok continue to lead the way and DOMINATE. Look closely; you’ll see that TikTok is building a huge physical distribution infrastructure. ‘Fulfilled by TikTok’ is very much a thing already.
Watch over the next few years as TikTok steals market share from Amazon, particularly with the younger generation. As a managed TikTok Shop creator myself, I see firsthand how much resource goes into growing TikTok Shop. Do not underestimate it.”
Amanjit Heer:
“I reckon TikTok is still going to lead in 2025 – they already do a brilliant job with commerce on their platform, which is accessible to smaller brands. It’s great for people who have started their business from their bedroom, for example, as it gives them a platform to sell on, create content, build their community and work with creators in their niche – a perfect marketing tool all in one place when used correctly!”
Key Takeaways
- TikTok’s Leadership: TikTok is expected to lead in social commerce, leveraging its growing distribution infrastructure and e-commerce features.
- Accessibility for Small Businesses: TikTok’s platform will continue to be valuable for small businesses, offering tools for selling, community building, and content creation.
- Competition with Major Giants: TikTok may challenge established giants like Amazon, particularly in capturing market share from younger demographics.
What will be the biggest challenge for brands in reaching audiences on social media in 2025? How should they prepare?
James Brooks:
“The brands that do well and continue to do well hold their strategy lightly, keep their ear to the ground, understand internet culture, and can be agile and adapt to changes quickly. That said, it will always be a challenge to grab and keep people’s attention. A brand needs to be able to create content that resonates and can keep their audience engaged over time. The good news is that you can’t fake it. Authenticity is everything. Create something people actually want to watch and share, and you will get their attention.”
Amanjit Heer:
“Keeping up with the rapid changes on social media platforms and staying authentic while doing so will be key challenges. Brands need to continuously research and adapt their strategies. Testing new features, working with different types of influencers, and being flexible with their approach will help brands stay relevant and effective.”
Key Takeaways
- Maintaining Authenticity: Brands will face challenges in maintaining authenticity while adapting to rapid changes in social media. Genuine content and engagement will be crucial.
- Agility and Adaptability: Being agile and responsive to changes in internet culture and platform trends will be key to staying relevant and effective.
- Continuous Research: Brands should continuously research and test new features, influencers, and strategies to stay competitive.
What role do you see AI and personalisation playing in the future of social media marketing?
James Brooks:
“It is problematic, especially from a brand reputation point of view. It’s becoming more accessible than ever before for “fake news” content to increase. Start thinking about how, in the coming years, you will be able to “verify” images, videos, and audio that originate from your brand. This is one area where I feel like blockchain technology will start becoming mainstream. It wouldn’t surprise me to see innovation in this space coming, particularly from Elon with X and Zuck with Facebook’s products.”
Amanjit Heer:
“I think algorithms will continue to get more intelligent – we see already with TikTok how clever it is at learning user behaviours. I also believe AI will help to streamline things more, such as better use of chatbots in the DMs. We already have AR, and some brands have been using this, but I think there’s more exploring to do with using AR effectively in marketing, especially in a more engaging way anyway.
CGI is another cool feature, and this year, we’ve seen so many brands using it as part of their marketing on social media, such as Herbal Essence, Wing Stop and Elemis. I reckon we’ll continue to see brands using CGI for some time to come yet, and I’m here for it – there have been some pretty cool CGI ads!”
Key Takeaways
- Content Verification Challenges: AI will play a significant role in content personalisation but also pose challenges in verifying the authenticity of content. Blockchain technology may become important in addressing these issues.
- Advancements in AI: AI will enhance algorithms for better user experience and personalisation, with potential advancements in AR and CGI adding new dimensions to marketing strategies.
How will content formats (e.g., video, short-form, long-form) evolve by 2025? Will the rise of short-form content continue, or will something else take over?
James Brooks:
“This is anyone’s guess, but there’s something fundamental to remember. The way that the younger generations “search” for content has changed. Ask anyone under 20 to learn how to cook a steak; they won’t be heading to Google. You’ll find them opening TikTok and using the search functionality there. From a search point of view, it’s worth seeing short-form content on platforms like TikTok and YouTube as an “evergreen” SEO content opportunity.
That said, long-form content is not dead, and I would seriously consider YouTube and how you can create long-form content there. Again, it can be “evergreen” in relevance and discoverability.”
Amanjit Heer:
“Longer-form content will rise in 2025, especially with people doing story times, ranting, etc, on TikTok. This also means users will stay on the platform for longer. But short-form content will have its place, too.”
Key Takeaways
- Sustained Relevance of Short-form Content: Short-form content will remain relevant for its role in SEO and user engagement, particularly on platforms like TikTok.
- Growth of Long-form Content: Long-form content will see increased importance, especially on platforms like YouTube, where it provides deeper engagement and discovery opportunities.
How important do you think authenticity and transparency will be in social media by 2025? Do you see this playing out differently across male and female audiences?
James Brooks:
“Authenticity is everything right now, and with AI evolving and the amount of AI content we see, authenticity and personality will be even more critical in 2025 and beyond. People are going to be craving something real more than ever.”
Amanjit Heer:
“Authenticity and transparency are huge issues right now; people can see straight-through brands and creators who go against them. In 2025, I think it’ll be even bigger. Social media gives people easy access to call out those who are disingenuous and can create so much noise across socials, which is not what a brand wants to be caught up in. I don’t think it will differ hugely between males and females, as loyal fans of any brand and creator will make it known how they feel.”
Key Takeaways
- Critical Importance: Authenticity and transparency will be paramount, with both male and female audiences expecting genuine interactions and honest practices from brands.
- Uniform Expectations: The need for authenticity will be consistent across all audiences, with no significant difference in expectations based on gender.
How do you see influencer marketing evolving by 2025? Will micro-influencers, nano-influencers, or traditional celebrities be more valuable?
James Brooks:
“Small, relatable content creators. That is the gold.”
Amanjit Heer:
“Micro and nano influencers will become more valuable to brands in 2025, I believe – they already have an engaged niche audience interested in what they talk about, so why wouldn’t brands want to tap into this? It’s all great, and it has millions of followers. Still, when those followers aren’t that engaged or aren’t specifically from a niche you’re trying to target, it’s a waste, in my opinion. A smaller but highly engaged audience always wins because they are more likely to be receptive to your brand as they share similar values and have an interest already.”
Key Takeaways
- Value of Micro and Nano Influencers: Micro and nano influencers will become increasingly valuable due to their engaged and niche audiences, offering more targeted and relatable interactions.
- Preference for Relatability: Smaller, relatable content creators will be preferred over traditional celebrities for their authentic connections with their audiences.
Will brands shift more towards niche influencers with smaller but highly engaged audiences or continue focusing on high-reach influencers? Why?
James Brooks:
“If they are smart, niche influencers with small, highly engaged audiences, the key will be figuring out systems for managing that well at scale while making every creator feel valued, loved, and like a true friend.”
Key Takeaways
- Shift Towards Niche Influencers: Brands are likely to shift towards working with niche influencers who have smaller but highly engaged audiences. Effective management of these relationships will be crucial.
- Emphasis on Engagement: The focus will be on finding influencers who can provide genuine connections and effective audience engagement.
How will engagement metrics change in the next few years? Will brands still prioritise likes and follows, or will something else become more valuable?
James Brooks:
“Brands should be focusing on three things:
- Watch time
- Saves
- Shares
These are much more meaningful metrics. If people are watching 100% or more of your content, you know it’s hitting the spot (and algorithms are certainly heavily weighted towards this). Saves show that your content is so valuable people want to come back to it. Shares show that your content is so good that people put their reputations on the line to share it. Followers are vanity metrics. These days, they have no bearing on reach compared to the impact of each piece of content. I’d rather see saves and shares than likes.”
Amanjit Heer:
“I’m hoping brands will focus less on followers as we know they can be easily bought, but more followers doesn’t mean your engagement will be higher, either. I’d love to see brands prioritise engagement and reach. Reach is so important to see how many users see your content, and then you can work on converting them. Engagement is also critical to see how well your online community receives your content or interacts with influencers you want to collaborate with.”
Key Takeaways
- Focus on Meaningful Metrics: Engagement metrics like watch time, saves, and shares will become more valuable than likes and follows, as they provide better insights into content effectiveness and audience interaction.
- Revised Priorities: Brands should prioritise engagement and reach over vanity metrics to understand the true impact of their content.
What’s Next for Social Media and Influencer Marketing?
As we look ahead to 2025, it’s clear that the social media and influencer marketing landscape will be shaped by a few critical trends. Brands will need to embrace authenticity and transparency, adapt to evolving content formats, and leverage emerging technologies like AI and social commerce to stay competitive.
Key influencer marketing strategies for success include focusing on genuine content that resonates with audiences, prioritising engagement metrics over vanity metrics, and building strong, long-term relationships with niche influencers. Staying agile and informed will be crucial, as the rapid pace of change in social media means that flexibility and innovation will set successful brands apart.
By understanding these trends and adapting their strategies accordingly, brands can not only keep pace with the evolving market but also drive meaningful connections with their audiences.