Singapore – Risk-taking and conscious consumerism are among the key trends that is set to shape social media in 2025, according to socially-led agency We Are Social’s latest report.
We Are Social’s report has found that 59% of marketers are taking more risks by producing unusual content and forging partnerships with divisive creators. 66% of marketers have also boosted their ethical and sustainability messaging with more people becoming conscious consumers.
Additionally, the report emphasises the shift to a more relaxed and less-pressured online environment. It shows how the internet has become a place for escape, reminiscent of the 2000’s online space.
Meanwhile, content creators are significantly shaping popular culture online, resulting to audiences delving more into entertainment.
Fandoms are also trending, resulting to marketers gate-keeping content for intimate experiences. This includes customer-only initiatives and closed social channels.
Mobbie Nazir, We Are Social’s global chief strategy officer, said, “We know that a lot of people feel overwhelmed by their online experiences today; even spending time on social can be exhausting at times. That’s why it’s been so encouraging to see the emergence of ‘The Liveable Web’ as a theme this year – separating joy from progress and prioritising slower consumption. We also see more audiences actively seeking out more raw emotion and less sanitisation; this in itself is a creative gift to marketers everywhere – particularly those willing to take a few risks.”
“Think Forward 2025’s predictions about the direction of social content highlights some really exciting trends for the creative minds in our industry. We can see that joy is creeping back into social, and this offers huge opportunities to the brands who are willing to lean into this. However, it’s clear from the survey responses that marketers are still falling behind when it comes to the vernacular of the online world – to really understand the fast moving and complex social, you have to be embedded in it,” Paul Greenwood, global head of research & insight at We Are Social, commented.
