For the 10th year running, Amaury Treguer, co-founder at Bread Agency, is back to predict what’s in store for social media in the coming year. Check out his previous predictions here: 2016, 2017, 2018, 2019, 2020, 2021, 2022, 2023 and 2024.

This December marks 10 years of sharing my annual social media predictions with Marketing Mag – a humbling milestone (where has the time gone?). I’m amazed at how much social media has matured over this time, and how deeply it has become intertwined with both our daily lives and the businesses we build.

Being in the social space for more than 15 years, I’ve seen many trends come and go. While micro trends might grab attention in the moment, they often fade as quickly as they emerge. It’s more impactful to take a macro view and prioritise strategies that position your brand for what’s next. 

That said, trends aren’t a strategy. They’re tools to enhance what’s already working for your business, but there’s no need to rush into making changes overnight. Take them as inspiration to experiment where they could fit with your goals and the resources you have.

In Australia, the media landscape underscores how rapidly consumption habits are evolving. Social media is now catching up to television as a primary news source. The way people access and consume content is evolving, especially through social platforms with 49 percent of Australians now accessing news via platforms like Instagram and TikTok for their news (a four percent increase from last year). The average Australian spends nearly 24 hours a month on Meta, TikTok and YouTube. That’s nearly a full day of scrolling every month, covering a staggering 91 metres of content daily – equivalent to the length of two Olympic-sized swimming pools.

To stay competitive, it’s crucial to keep up with how the digital and social sphere is transforming. Understand where your audience is spending time online, how these platforms shape their interests and conversations, and ultimately, influence their decision-making.

With these insights in mind (on our 10th birthday), let’s explore the five predictions that will shape social media and marketing in 2025.

1. Community is a currency for engagement

Community will take centre stage as a tactic to drive social media engagement and reshape how businesses connect with their audiences. 

Corporate accounts are evolving from broadcasters into creators. One of the most powerful, but underappreciated tools in this shift? The humble comments section. Once overlooked, it’s now a hub for connection and storytelling, where comments can evoke emotions and drive engagement.

A Hootsuite study reveals that engagement rates are 1.6 times higher when a creator replies to a brand comment. Similarly, brands that prioritise community building are seeing up to 20 percent more engagement, compared to those relying solely on just broadcasting messages. It’s not enough to simply reply, it’s creating genuine, two-way conversations. Whether through comments, DMs or platform features like TikTok Duets, engaging where your audience is most active is key for building encouraging spontaneous moments for connection.

In a way, this trend is reinforcing the importance of digital companionship. Social platforms like Instagram emphasise features like Notes, Broadcast Channels and Close Friends. By nature, these features promote smaller, more meaningful interactions rather than mass exposure. It shows a growing preference for spaces where the audience feels ‘seen’, rather than lost in a flood of content. Head of Instagram, Adam Mosseri, recently validated that this is a driver of the app’s growth, saying, “more people are now engaging within DMs than on the feed”.

Look to brands like Peloton and Sephora, which have mastered community-driven engagement. Peloton’s interactive challenges and shoutouts foster camaraderie, while Sephora’s Beauty Insider community creates an inclusive space for sharing tips and recommendations. These brands offer an ‘exclusive’ association and shared purpose.

To make your community currency grow, ask yourself: How can my brand create a sense of belonging? Consider organising niche groups, engaging in comment threads or hosting private Q andA sessions. Community is more than an engagement tool. It draws on emotions to turn audiences into advocates. Think about embracing dynamic, two-way interactions that can foster true loyalty to your brand.

2. Entering the SMO era with the rise of Social Search

Search engines like Google and Bing aren’t the first stop for younger audiences anymore. While they still dominate for more traditional search prompts, platforms like TikTok and Instagram are becoming the primary tools for researching new restaurants, finding things to do, or exploring brands. A huge 40 percent of Gen Z now start their searches for these things and more, directly on social media. 

Research by Sprout Social reveals that younger audiences frequently use platforms like TikTok and Instagram for product discovery, news and events, and customer care. These platforms, which are visually appealing and chronically interactive, are aligned with Gen Z’s preference for engaging, real-time content over static search engine results. 

With this growing reliance on social search functions, brands must rethink their content optimisation strategies. Posting visually appealing images or videos alone is no longer enough, so expect to see a focus on Social Media Optimisation (SMO). 

The rise of SMO demands a sharper focus on content discoverability. Like SEO, SMO requires the integration of targeted keywords, purposeful captions, geo-tags and trending hashtags to increase visibility. 

While traditional SEO remains vital for web-based searches, it doesn’t address the unique dynamics of social platforms. SMO, however, taps into the algorithms and search behaviours on these platforms, by leveraging video content and trending audio to drive engagement and discoverability. But with the two hand in hand, you can capitalise on enhanced search results to achieve greater visibility and become a voice of authority.

Marketers have a valuable opportunity to stay ahead of the curve. As algorithms evolve and search competition grows, brands need to be strategic on how to align their content with user interests, to ensure it’s easily surfaced for relevant topics. Optimising your content for social discovery is becoming basic posting hygiene and should be a top priority.

3. Is your social strategy missing the entertainment factor?

Entertainment is now a cornerstone of effective marketing, fundamentally reshaping how brands connect with audiences. Peter Field’s research introduces the “cost of dull” – which describes the risk of uninspiring campaigns taking a hit to the bottom line if they fail to emotionally resonate. According to Field, emotionally resonant advertising can deliver up to 11.5 percent more market share growth and 6.8 percent more profit growth, compared to campaigns lacking creativity and emotional appeal.

In an increasingly competitive digital landscape, consumers crave content that entertains, educates and forges emotional connections – whether through talent, creators or cultural moments. While not a new idea, this approach has gained urgency as brands lean into storytelling, trending audio and short-form video to capture attention and convert engagement into revenue. The 80/20 rule is a practical framework that dedicates 80 percent of content strategies to entertainment and value-driven engagement, with 20 percent focused on direct promotion.

TikTok exemplifies this shift. Its algorithm prioritises entertaining, trend-driven content, making it a discovery powerhouse – linking back to the importance of SMO. For brands, simply showcasing products is no longer enough. Content must spark curiosity, deliver value and feel authentic to cut through the noise.

As we head into 2025, entertaining content won’t just offer a competitive edge – it will be the baseline expectation for successful marketing. Brands that embrace this shift early will capture consumer attention and foster loyalty. 

4. Step aside UGC, EGC takes the spotlight

As already briefly touched on back in 2023, Employee-Generated Content (EGC) is quickly gaining traction as brands refine their content strategies. While influencers have long been the go-to for reach, EGC taps into a brand’s most authentic advocates: its employees. After all, who better to represent a company than those who live and breathe it every day? 

Studies show creator-driven posts can outperform brand posts by up to 16 times, proving EGC’s power to drive engagement. By turning inward and leveraging their workforce, companies can create a sustainable stream of engaging content without breaking the bank.

EGC resonates with today’s audiences, who value authenticity over polished marketing. It’s also cost-effective, appealing to brands with tighter budgets. It’s coming from the future of the workforce too, as studies reveal that nearly 45 percent of Gen Z creators aspire to monetise their influence – a goal that can be achieved within their workplaces. But it’s not just digital-savvy newcomers embracing EGC. The style of TikTok and Instagram content can showcase employee personalities and humanising brands. They also serve as talent pools when it’s time to hire.

For more seasoned professionals, LinkedIn provides a platform to share expertise, career advice and industry insights, positioning employees as thought leaders. Together, these platforms enable real people to share relatable, behind-the-scenes content that feels authentic and actionable. With online audiences increasingly expecting practical advice on their feeds that they can apply to their everyday lives, there’s an opportunity for more experienced professionals to share their perspectives. LinkedIn thrives on expert-driven content, making it a perfect fit for employees to share industry insights, career advice, behind-the-scenes stories, product demos or thought leadership pieces. These posts humanise the brand and position employees as ‘expert influencers’, another trend that’s taking off in the creator economy.

While younger generations are eager to merge personal identity with career goals, more experienced employees may weigh up the risks. Brands must step up to support content creation, making it easy and shareable while empowering employees to see the value of their personal brands and networks.

5. Affiliate marketing finds its moment

It’s no secret that audiences today crave originality over polish. They seek relatable, real-life experiences that resonate emotionally – a thread that ties all of these social media predictions together. UGC answers this need by showcasing genuine perspectives from everyday people. According to Shopify, ads featuring UGC generate four times the click-through rate and reduce cost-per-click by 50 percent compared to traditional ads. That’s a game-changer for brands seeking low-cost, high-impact tactics.

This surge in UGC ties into the rise of affiliate marketing. Together, they’re an ecosystem where authenticity can result in measurable ROI. Creators can embed affiliate links into their content, to turn trusted recommendations into direct sales. TikTok’s global affiliate program (though not yet available in Australia) shows how platforms are shaping a future where content drives commerce. Closer to home, Are Media is leading the charge by incorporating shoppable links into editorial content, demonstrating how storytelling can seamlessly transition into action.

The synergy between UGC and affiliate marketing offers brands an opportunity to connect with audiences meaningfully while driving measurable outcomes. UGC’s reliability enhances trust, while affiliate links provide direct conversion opportunities. To capitalise on this, brands should seek out partnerships with creators and users who already love their products and live in the social sphere. 

As affiliate marketing enters a new golden age, fueled by UGC and content commerce, the key to success lies in fostering value-driven collaborations, to guarantee measurable growth and lasting loyalty with your audience. The future of marketing relies on connections. The UGC-affiliate model is a key part of that.

As we look ahead to 2025, the landscape of social media and marketing will be defined by deeper connections and tactful optimisation leading to impactful results. All creators will double down on authenticity. While these predictions offer a roadmap, remember: the best strategies are those tailored to your audience and goals.

Closing the loop

So, take what resonates, experiment and keep an eye on the ever-changing social media horizon. After all, the only constant in social media is change. That’s what makes it so exciting and full of potential. One thing remains clear: success lies in doubling down on authenticity, creating content that sparks genuine emotion and building meaningful connections with your audience.

From community-building to EGC and the rise of SMO, these shifts will be foundational in 2025. Social media’s next chapter is being written right now, and brands that lead with connection and creativity will shape the future. 

Here’s to the next decade!

Amaury Treguer is the co-founder of Bread Agency.