As we look to the year ahead, it’s clear that social media trends will continue to evolve, presenting both opportunities and challenges for brands. From TikTok’s legal hurdles to the rise of Reddit as a B2B hub, and Meta’s push into AI and AR, the future of social media in 2025 is shifting rapidly. As Senior Manager of Social and Influencers at Hotwire, I’m excited to share how we’re not only staying on top of these changes but also activating strategies to help our clients succeed in this dynamic environment.
Reddit’s Growing Role in B2B Thought Leadership
Looking forward, we’re seeing a huge opportunity for brands to tap into Reddit as a space for B2B thought leadership. As Jill Scherer, our Senior Director of Digital, wisely predicts: “I think Reddit will find its way into B2B thought leadership in 2025. Not necessarily advertising, but as a space to show up with knowledge and have (meaningful) conversations about trending topics related to brands, products, and services.“
Reddit offers brands a unique opportunity to engage directly with niche communities. It’s not just about advertising; it’s about fostering authentic, meaningful conversations. When it comes to 2025 social media trends, we believe that employees outside the C-suite—think product developers or customer success managers—will start becoming key advocates for their brands on Reddit, showing off their expertise and participating in real, valuable dialogues.
At Hotwire, we’re already helping our clients create strategies to get involved in these conversations, encouraging them to become thought leaders and build genuine relationships in subreddits that align with their brand’s values and offerings.
Meta’s New Content Management Policy
5 is their new approach to content management. The company has recognized that their previous efforts to moderate content, while well-intentioned, had grown overly complex and restrictive, leading to mistakes, user frustration, and stifled free expression.
In their own words:“In recent years we’ve developed increasingly complex systems to manage content across our platforms, partly in response to societal and political pressure to moderate content. This approach has gone too far. As well-intentioned as many of these efforts have been, they have expanded over time to the point where we are making too many mistakes, frustrating our users and too often getting in the way of the free expression we set out to enable.”
So, what’s changing?
- Fact-Checking Overhaul: Replacing the third-party fact-checking program with a community-driven “Community Notes” system that provides context on posts.
- Relaxed Content Policies: Easing restrictions on political and social topics while maintaining strict enforcement on severe violations like illegal activities.
- Improved Enforcement: Enhancing appeal processes, using AI for content review, and adopting multi-reviewer decisions for greater accuracy.
- Personalized Feeds: Allowing users to tailor the amount of political and civic content they see based on their preferences.
What Does This Mean for Brands?
For Hotwire’s clients, these changes present new opportunities and considerations:
- More Freedom to Share Thought Leadership: Brands engaging with political or social topics may find fewer barriers, opening doors for authentic conversations.
- Community-Driven Moderation: With a shift to “Community Notes,” brands may need to include more context or supporting information to avoid misinterpretation.
- Personalized Feeds: Tailoring content to align with users’ interests will become increasingly important as feeds become more customizable.
- Proactive Community Management: While Meta’s changes are aimed at fostering free expression, brands should continue to monitor conversations closely and prepare for potential crises.
At Hotwire, we see this as an opportunity for clients to engage their audiences in a more authentic and transparent way while adapting strategies to align with Meta’s evolving policies. By prioritizing social listening and thoughtful content creation, brands can leverage these updates to foster deeper connections with their communities.
Snapchat’s AR Dominance and New Features
Snapchat remains the leader in AR, particularly among younger users. With its Snapchat+ subscription growing rapidly, the platform is doubling down on creating more real-life connections and immersive experiences through Snap Maps and new in-app activities. However, competition in the AR space is fierce, especially with Meta and Apple pushing their own AR glasses.
While Snapchat faces challenges, its continued growth and focus on connecting people in meaningful ways is something we’re keeping an eye on for our clients, especially those targeting Gen Z. As users continue to embrace more personalized AR features, we see opportunities for brands to experiment with these tools in engaging and authentic ways.
LinkedIn: The Professional Networking Giant
LinkedIn remains the go-to platform for professional networking, but we’re seeing a shift toward more niche content and deeper professional engagement. As other social platforms become more interactive, LinkedIn is carving out its own identity by focusing on in-depth discussions and creator tools tailored for professionals. Expect more meaningful conversations centered around specific industries, job functions, and professional insights, rather than just trend-driven posts.
At Hotwire, we’re focusing on helping clients leverage LinkedIn to create more substantive content that resonates with niche audiences. By developing thought leadership pieces and long-form articles, we can help brands stand out and create more value in their professional communities.
X (Formerly Twitter): The Real-Time Hub with a New Twist
X, formerly Twitter, remains the go-to platform for real-time updates and news. But with the introduction of X Premium (formerly Twitter Blue), we expect big changes in how users engage with content. The key question: will X regain its relevance and trust under new leadership?
X’s focus on monetization and providing new tools for creators to earn money via subscriptions and tips could offer brands fresh opportunities to amplify their messages. At Hotwire, we’re helping clients explore how they can use these new features to engage with their communities and enhance their brand presence in real-time conversations.
PR, Marketing, and Comms Implications for 2025
As these predictions unfold, it’s clear that the landscape for PR, communications, and marketing is rapidly shifting. From regulatory challenges with platforms like TikTok to the rise of Reddit as a thought leadership hub, 2025 will require brands to adapt quickly.
At Hotwire, we’re staying ahead of these changes by advising clients on how to engage with emerging platforms, leverage new technologies like AI and AR, and navigate the evolving regulatory landscape. We’re focused on creating authentic, meaningful content that resonates with the right audiences, fostering conversations that build trust and loyalty. With a forward-thinking approach, our clients can stay at the forefront of social media trends and digital marketing in 2025.
Additionally, our digital team closely tracks large milestones and current events, guiding clients to evolve at the same rate and even ahead of the industry. Whether it’s changes in platform policies, the rise of new technologies, or major cultural shifts, we’re always prepared to pivot and adapt strategies to keep our clients at the cutting edge.
The future of social media is unpredictable, but with the right strategies in place, brands can not only adapt but thrive. Ready to stay ahead of the curve? Explore our social media marketing services and see how we can help you navigate this evolving digital landscape and turn trends into tangible success.