- Search marketing trends will focus on the growing importance of social search, voice search optimization, and the rise of generative engine optimization (GEO).
- In content marketing, we look at the success of AI and human-generated content, why older content matters, and the rise of a new audience segment – Gen Alpha (people born after 2010).
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1. Social media trends
Social media users are dedicated, spending an average of 2 hours 19 minutes per day across 6.8 different platforms. This equates to 14% of their waking lives according to Datareportal.
That’s an audience phone number library that deserves the attention of any marketer. And it gives brands the opportunity to connect with customers from every demographic at scale.
So let’s look at what you should watch out for in 2025.
The battle between the real-time platforms
The decline in popularity of X has been well documented. Now, two social platforms – BlueSky and Threads – are gaining ground as people and companies leave X in droves (reporting poor content, low engagement, and moderation issues as reasons).
BlueSky was refugees in the labor market: we need to break down barriers created by X’s previous founder, Jack Dorsey, and is attracting users who value ad-free spaces, content control, and niche communities. It’s also simple to use and is aiming to be “a great home for journalists, publishers and creators”.
“Despite all the attention BlueSky is getting, they’ve only got 24 million members globally. That is not a huge figure, so we’ll have to keep an eye on that to see if that grows over the next year, which I’m pretty sure it will,” said Alison Battisby, Founder of Avocado Social on the DMI trends webinar.
Meta’s Threads is also positioning itself as a platform to empower content creators.
The rise in employee-generated content (EGC)
Employee advocacy is more than a buzzword: It’s a powerful strategy to leverage your company’s individual voices to build brand presence, connect with audiences, highlight social issues, and even help achieve business goals.
This is especially whatsApp filter true on LinkedIn as it’s the perfect social platform for employees and employers to share EGC content. And the B2B network is seeing sustained growth every year predicted to surpass 800 million users in 2025.
“A platform that’s underutilized or underappreciated is LinkedIn. LinkedIn organic is just killing it for me