What We’ve Learnt on Social in 2025

I don’t know where this year is going but, somehow, we’re already over halfway through 2025. With back-to-school and Halloween-themed goods taking over our feeds and retail spaces, let’s face it, Christmas content is just around the corner.

But as marketers’ thoughts turn to 2026 planning, what have we learnt on social so far this year? And how will this influence our marketing strategies and plans in the coming months?

Here are three key factors defining social media marketing in 2025:

1. SOCIAL IS BECOMING THE GO-TO FOR BRAND DISCOVERY

How people search is evolving – from the impact of AI search on traditional SEO and the inclusion of Instagram posts in Google search results to a broader shift towards using social for search, people have more sources at their fingertips than ever before. When gen Z is looking for information, it is TikTok, Instagram and YouTube that offers them the easily accessible product reviews, how-to tutorials and brand recommendations they’re seeking. In fact, it isn’t just gen Z, because everyone from gen alpha to baby boomers is using social for search.

For brands, this means not only making sure content is findable, but also understanding what customers are looking for and answering those questions. It’s not about one-way communication; it’s about a two-way conversation with brands listening to what’s being said and responding in an authentic and transparent way.  

Every industry, and pretty much every brand, is being talked about on social. If you’re not active within that space, you’re not part of the cultural conversation taking place among your current and potential customers. Marketers have always understood the value of ‘word of mouth’, but now that’s happening online. And that’s not just tagging brands when something goes wrong – consumers are sharing reviews, asking for recommendations and influencing others in real time. How brands respond to this has a direct impact on perception, loyalty and satisfaction.

2. BRING THE POSITIVE VIBES AND ADD VALUE

Move over doomscrolling; this year, consumers are mood scrolling. We’ve talked before about the growing trend for people – 46% in the UK – to say they actively avoid the news ‘sometimes’ or ‘often’.  

But that doesn’t mean people are disengaged. They’re simply looking for respite from the relentlessness of the 24/7 news cycle in a world where there is so much negativity. Instead, gen Z and millennials are thoughtfully curating their social feeds with more useful, uplifting, enriching content that enhances their daily lives.

For brands, this creates real opportunities to contribute in a positive and meaningful way.

We’ve long advocated the role of ‘edutainment’ – content that adds value in an enjoyable, engaging way. But whether you’re brightening someone’s day with a post that brings a moment of joy, offering genuinely helpful advice or tapping into a relatable truth, the crucial thing is to make sure your content speaks directly to your audiences. It’s humans talking to humans to forge real connections.

At the end of the day, social media isn’t just about algorithms, noise or impressions; it’s about people. And people want to feel seen, heard and supported.

3. HONESTY TOPS THE LIST FOR ALL GENERATIONS

There’s a huge amount of debate in all aspects of public life around decreasing levels of trust – from politicians to the media, people are more sceptical than ever before. Against that backdrop, it’s probably no surprise that honesty is top of people’s minds.

Across gen X, millennials and gen Z, ‘honesty’ is the top trait associated with the boldest brands. This is backed up by our own GWI research, which shows that in the UK being ‘reliable’ and ‘authentic’ are the top two traits consumers from gen Z to baby boomers want brands to embody.

We’ve been talking about this need for authenticity across marketing, PR and social messaging for years and it has never been more important. Consumers are highly sophisticated and pick up on inauthentic content a mile off. Don’t jump on every viral trend for the sake of it; instead, prioritise authentic audience interactions, original content and quality over quantity.  

All of this is easier if you’ve established a clear, consistent tone of voice that followers recognise as authentically your brand.

Alongside that, brands shouldn’t neglect community management. Audiences want to be listened to and heard. They want brands to be in on the joke, to share what makes that community unique, to be part of the conversation and really in the community with them. It’s not always easy but there’s huge potential for the brands that get it right.

If you’d like to talk about your brand’s social media marketing strategy and how we could help, drop us an email or give us a call – we’d love to chat.

The author: Grant Yardley is senior content manager at WPR. A guru of the written word, he specialises in formulating style guides, advising on tone of voice and guiding our team of writers through every step of the creative process.