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Social Media Trends for 2025 Every Business Should Know About

Jan 28, 2025

tl;dr

TikTok's uncertain future: A potential U.S. ban could disrupt small businesses, causing significant revenue losses. Diversify platforms to minimize risk.
Facebook's decline: Younger users are leaving in favor of more engaging platforms like Instagram and TikTok. Rethink strategies targeting Millennials and Gen Z.
X (formerly Twitter) struggles: User engagement is dropping due to changes in policies and features. Businesses should consider shifting focus to alternative platforms.
Emerging platforms: New players like Bluesky, Threads, and Mastodon are gaining traction, offering unique opportunities for niche audiences and privacy-conscious users.
Reddit's growth: The platform's community-driven model is attracting a younger, more engaged audience. It's a great space for targeting specific interest groups.

The rules of social media are changing fast. In this article, we'll highlight the top trends for 2025 and how you can adapt to or leverage them. As the landscape evolves, staying informed on these trends will keep your business relevant. Here are the key trends to help you navigate the changing business landscape.

#1. TikTok's Uncertain Future and Its Impact on Small Businesses

TikTok has become an essential tool for businesses, particularly small ones. With over 150 million U.S. users, the platform drives significant revenue, especially in the fashion, fitness, and food industries. However, the U.S. government's ongoing deliberation over a potential TikTok ban could disrupt these businesses' marketing strategies.

Experts estimate that a ban could lead to a $1 billion loss in small business revenue within the first month alone (1)(3). Brands that have invested heavily in TikTok-based advertising will face the challenge of reallocating budgets and finding alternative platforms to reach their audience. Many businesses with large followings on the platform are exploring other channels like Instagram Reels and YouTube Shorts (2).

While TikTok's future in the U.S. is uncertain, businesses should diversify their social media strategies to mitigate risk. Relying solely on one platform could jeopardize a brand's outreach and revenue.

#2. Declining Engagement on Facebook Among Younger Audiences

Despite its massive user base of 3.07 billion monthly active users, Facebook is facing a decline in engagement, particularly among younger generations. Usage among Millennials dropped from 75% in 2021 to 69% in 2022. This shift is partly due to dissatisfaction with Facebook's ad-driven experience and concerns over data privacy breaches (4)(5).

Younger audiences are migrating toward platforms like Instagram and TikTok, which offer more visually engaging experiences. Facebook's focus on the metaverse has yet to yield significant user engagement on its core social platforms (4).

Meta's recent decisions to end partnerships with fact-checkers and make controversial statements about its corporate culture have alienated users(6)(7).

Brands should reconsider their Facebook marketing strategies, especially if targeting younger demographics. Focusing on more engaging platforms like Instagram or TikTok may be a better approach for reaching these audiences.

#3. The Decline of X (Formerly Twitter)

Elon Musk's acquisition of Twitter and its rebranding to X has led to significant shifts in user behavior. The platform has seen a notable decline in engagement, with U.S. and U.K. user counts dropping by 17% and 12%, respectively (8). This decline is due to dissatisfaction with recent changes. These changes include the introduction of a paywall for verification and reduced moderation.

Advertisers, concerned about brand safety and the quality of the audience, are pulling back their investments. Musk aims to transform X into an "everything app" with features like payments. However, this goal has not been achieved, and the platform still struggles with user retention.
If your business is still heavily invested in Twitter (or X), it may be time to reassess your strategy. As user engagement declines, businesses should explore other platforms that better resonate with their audience.

#4. Emergence of New Social Media Platforms

New social media platforms are attracting users who are disillusioned with the well established giants.

Bluesky
Bluesky, founded by Twitter co-creator Jack Dorsey, offers a decentralized platform emphasizing user control. It quickly gained traction, with 1 million users joining in six months. Its ad-free environment and commitment to privacy have made it appealing to early adopters (9).

Threads
Meta's Threads launched as a direct competitor to Twitter. Threads was integrated seamlessly with Instagram and attracted 100 million users in its first week. However, retaining these users remains a challenge, as the platform must differentiate itself beyond its initial success (10).

Mastodon
Mastodon operates on a decentralized, open-source model, making it popular among privacy-conscious users. The platform's customizable servers allow for niche communities, contributing to its steady growth. Mastodon has expanded by 30% year-over-year, reaching over 10 million active accounts in 2025 (11).

The rise of new platforms presents opportunities for businesses to experiment with fresh approaches to audience engagement. While established platforms like Facebook and Twitter may still dominate, platforms like Bluesky, Threads, and Mastodon may offer unique advantages, especially for brands seeking to target specific communities.

#5. Reddit's Surge in Popularity

Reddit, often seen as an alternative to mainstream social media, has experienced remarkable growth in recent years. With over 60 million daily active users, Reddit's community-centric model and moderated content are attracting younger, highly engaged audiences. The platform's niche subreddits and events like Ask Me Anything (AMA) have helped it become a go-to place for users seeking focused, high-quality discussions (16).

Reddit's IPO and 300% stock price surge in its first year reflect the growing investor confidence in the platform. The site's emphasis on community-driven content continues to drive its popularity, with users preferring its moderated, interest-specific discussions over algorithm-driven feeds.

Reddit's growing user base presents a valuable opportunity for businesses to engage with niche communities. Brands should consider creating targeted campaigns on specific subreddits to connect with highly engaged users who are invested in relevant topics.

Final thoughts

Social media in 2025 is marked by significant shifts, from the uncertain future of TikTok to the rise of new platforms like Bluesky and Mastodon. Businesses must adapt to these changes, diversifying their strategies and exploring new avenues for engagement. By staying ahead of these trends, companies can continue to effectively reach their audiences and maintain a competitive edge in the digital landscape. Need expert guidance for your 2025 social media strategy? Reach out to iS2 Digital for support.

Social Media Trends for 2025 Every Business Should Know About

tl;dr

#1. TikTok's Uncertain Future and Its Impact on Small Businesses