Navigating the Social Media Landscape in 2025: Audiences Are Retreating Into Siloes
Social media agency Battenhall yesterday released its ‘Year Ahead in Social’ report at its annual event in Soho, which attracted around 400 people.
One of the key views for 2025 is that after the rise in polarization of debate on social media how users are moving to private channels to share their lives, views and opinions. ‘Dark social’ is becoming mainstream.
As we approach a new year, the social media environment is undergoing significant transformation, presenting challenges and opportunities for businesses and governments. Recent insights from industry events and reports highlight key trends reshaping our engagement with digital audiences. These include the rise of private channels, the strategic use of artificial intelligence, and a heightened focus on community and cultural relevance.
Social media is not dying. It’s just evolving. It’s not social media that is evolving; it's users who are siloing into smaller groups where their audiences seem more relevant to their own views and likes.
So, what are the key takeouts?
Strategic Platform Prioritization: Navigating the Era of Social Sorting
In an age where digital noise is at an all-time high, users are increasingly selective about the platforms they engage with — a phenomenon that Battenhall has described as ‘social sorting.’
There is a noticeable shift towards platforms aligning closely with users’ values and professional needs. Conforming to other reports, platforms like LinkedIn have solidified their position as premier networks for professional engagement, as platforms like Instagram and X (formerly Twitter) are experiencing shifts in user activity among specific demographics.
Companies are seeing that their presence on LinkedIn, for example, needs to be balanced between the promotion of the company and brand and the content and insight that users want from experts and thought leaders. Finding that balance is hard, but value is gained for brands when that balance is secured. Conversely, platforms like Instagram and Facebook are ideal for showcasing company culture and community involvement, while TikTok can be used to engage younger demographics with creative storytelling.
For organisations, conducting regular audits of their social media presence is essential. Allocating resources to platforms that align with strategic goals ensures a higher return on investment and strengthens connections with target audiences. From a business positioning perspective, it is critical to design an organisation’s presence on social channels from a corporate and strategic communications perspective so that a brand can tell a story that works towards building trust.
By understanding where your audience spends their time online, you can deliver content that resonates and fosters meaningful engagement.
Embracing Dark Social: Unlocking the Power of Private Channels
‘Dark social’ has been around for around a decade and refers to content sharing through private channels like WhatsApp, Signal, Telegram, and DMs.
According to Battenhall, 95% of content-sharing activity takes place on dark social media, an issue that is impacting how companies, especially those in media, are able to create traffic to their owned platforms.
Effective and strategic usage of dark social media can help deliver high engagement in communications and engagement campaigns while maintaining privacy, which users expect.
To effectively engage in dark social, organisations should develop shareable content that encourages private sharing. Creating infographics and concise messages can prompt audiences to share information with their networks. Building exclusive communities, such as invite-only groups or forums, can create deeper stakeholder relationships. Additionally, leveraging advanced analytics tools can provide insights into dark social traffic and engagement patterns.
Respecting user privacy while providing value builds trust and positions your organisation as a reliable source of information.
Dark Social is here to stay and can deliver huge levels of personalised engagement; you can reach audiences in spaces where they feel most comfortable and receptive.
In a certain way, from the early days of social media, when a dragnet approach was used. Organisations now need to be focused and know the pool they want to go fishing in.
Harnessing AI Responsibly: Enhancing Social Intelligence and Engagement
Artificial intelligence is revolutionising how brands, companies and governments interact on social media.
Predictions suggest that AI will power a significant portion of customer interactions in 2025. However, with this advancement comes consumer scepticism; many people are cautious about AI-generated content due to concerns over authenticity and trustworthiness. And brands need to find that fine line that doesn’t damage trust.
Companies should be transparent about their use of AI to balance efficiency with trust. Informing your audience when AI is involved in customer interactions can enhance trust and credibility. Being transparent and maintaining human oversight ensures that AI-generated content preserves the brand’s voice and authenticity. By focusing on value addition — using AI for data analysis and trend spotting — human teams can concentrate on creative and strategic initiatives.
Using AI responsibly enhances social media effectiveness while maintaining the trust of your audiences. Striking the right balance between automation and the human touch is key to fostering genuine connections.
Adopting Social-First Strategies: Prioritising Digital Over Legacy Media
The dominance of social media over legacy media is undeniable. Platforms like YouTube have become primary content consumption for people, especially among younger demographics. Online platforms have surpassed traditional TV viewership in many regions, signalling a significant shift in how audiences consume content.
It is a fact that more people are today watching YouTube content on TV than Netflix. Let that sink in!
As a result, organisations should invest in high-quality content that resonates with audiences. Developing compelling narratives can engage audiences deeper, fostering emotional connections with the brand and creating a positive reaction to a call to action.
Audiences today want experiences. They want to be treated like Premier consumers, which makes sense in an economic climate where people are more cautious with their spending. Competition for the cash of your audiences is harder than ever.
Optimising content for each platform by tailoring length and format enhances the user experience they demand and increases engagement. For example, short-form videos may perform better on TikTok, while more in-depth content may be suitable for YouTube or LinkedIn.
By adopting a social-first mindset, organisations can reach wider audiences and create more impactful engagements, enabling real-time interaction and the ability to respond swiftly to emerging trends.
Building Culture and Community: Fostering Loyal and Engaged Audiences
Today’s audiences, particularly Generation Z, expect brands to embody authenticity, inclusivity, and social responsibility.
Surveys reveal that most consumers prefer companies that take a stand on current and broadly relevant issues. This expectation extends beyond product offerings to the values and ethics that organisations represent.
Companies need to be authentic and have a personality to build and nurture communities. Participating in conversations that matter to your audience without overt selling can make genuine connections. Collaborating with aligned creators — partnering with influencers and content creators who share your organisation’s values—can expand your reach and resonate with target demographics.
Localising content to reflect cultural nuances and languages enhances relevance and resonance with diverse audiences. By fostering genuine connections and demonstrating a commitment to shared values, organisations can build strong communities that support and advocate for their brand. This approach enhances brand loyalty and positions the brand as a leader in addressing important societal issues.
Managing Misinformation: Protecting Trust and Reputation
The spread of misinformation is a critical challenge in the digital age, especially on social media. Many people are concerned about false information online, which can erode trust and damage reputations. Companies must be proactive in addressing this issue to maintain credibility. They must be ready to reach and have an always-on approach to protect their reputation.
Organisations must implement social listening to monitor platforms and detect false narratives. Providing accurate information proactively can counteract misinformation before it spreads widely. Engaging with credibility by using experts and trusted voices to amplify accurate messages is essential in maintaining public trust.
Being proactive rather than reactive can significantly affect your organisation’s public image, ensuring that trust and credibility are protected, grown and enhanced.
Leading with Trust in a Dynamic Digital Age
The evolving social media landscape requires strategic foresight and a commitment to authenticity. By understanding and adapting to these key trends — strategic platform prioritisation, embracing dark social, harnessing AI responsibly, adopting social-first strategies, and building culture and community — senior leaders can enhance their organisation’s connection with audiences and strengthen their reputations. Because at the end of the day, #ReputationMatters.
Trust and reputation are the cornerstones of successful communication. Social media offers unparalleled opportunities to build these assets by fostering genuine relationships and engaging communities with integrity. By leading authentically and demonstrating a commitment to shared values, companies and governments can navigate the complexities of the digital age effectively.
Audiences are going siloed, but that doesn’t mean that they want to be reached. They want to be better understood and better respected. Content and engagement need to be more personal and authentic.
