The State of Social Media in 2025
The narrative around social media changes constantly, but let’s cut through the noise. Here’s what’s really happening:
Algorithms don’t change as often as platforms claim. The constant “recent updates” culture benefits platforms, not brands. Every update is designed to keep users engaged on the platform longer—not to help brands grow their bottom line.
The social media industrial complex is real. New features (like Threads, Reels, etc.) aren’t about helping businesses. They’re about increasing shareholder value. Brands that chase trends without a strategy are burning time and money.
Strategy, storytelling, and conversation are algorithm-proof. These are the most valuable aspects of marketing, yet they’ve been deprioritized in favor of chasing the latest feature. Brands that focus on these key elements will rise above the noise and navigate platforms changes with more ease.
Social media is just one tool—not an all-in-one solution. Platforms want you to believe that social media is the be-all, end-all of marketing, but brands need a holistic marketing approach that integrates PR, email marketing, SEO, and organic and paid social for long-term success.
