July 2, 2025
Social Media Week 2025 in New York City was a whirlwind of insights, trends, and future-forward strategies. From the power of authentic creator collaborations to the evolving role of AI, several key themes emerged that are set to shape the social media landscape for the rest of the year and beyond.
Ellen Durbin, Lead Product Marketing Manager at Bazaarvoice, captured the top ten takeaways you need to know for your social strategy in 2025. Let’s break them down here and look at how you can work them into your strategy this year.
1. The era of the follower is dead
It’s all about the algorithm and engagement: While the advancement of algorithms has been trending in this direction for awhile, with Gen Z vocally, and adamantly against following brands, sessions at #SMW2025 echoed a significant shift that vanity metrics like follower count are becoming increasingly irrelevant. The focus has firmly shifted to the era of the algorithm where engagement metrics and understanding how to be visible, timely and relevant within the algorithm, not just on the social platform is critical.
2. Creator-led strategies are vital for growth
If you’re in the social space you already know strategically partnering with creators is key. With creator content driving a 46% engagement rate on TikTok and a 13% boost on Instagram. Brands that partner with creators are seeing unmatched growth.
3. Community is currency
Social media is about meeting your community and making connections, becoming a companion in their lives. You don’t need to be everywhere instead find the perfect match and be agile with social platforms and their communities. When you find a match, create bespoke content that connects to that specific community, and do so quickly and often so you become part of the cultural conversation and connect with your community authentically.
4. Content strategy = culture, creativity + data
Content that cuts through today must combine art, science, and story. Be obsessive about detail, emotionally intelligent in message, and informed (not driven) by data. It’s not about quantity, it’s about quality – doing what matters, and knowing why it works.
5. AI is reshaping the social landscape (but humans still matter)
AI is always a hot topic and this year was no exception. With speakers urging brands to focus on how AI can support strategy, not replace it. The most successful social teams are using AI to elevate social listening, unlock real-time insights, test creative variations, and personalize content journeys. While AI offers exciting possibilities, consumer skepticism is rising and the risk of eroding brand trust is real, so AI should be used thoughtfully, and the human element remains crucial.
6. Creator strategies must be built for speed, not just scale
In today’s fast-paced social landscape, being able to react quickly and pivot strategies is essential. Urban Outfitters shared how they’ve restructured internal approvals and built pilot workflows that allow their teams to jump on a trend in hours, not days. This “reactive offense” strategy has helped them drive outsized engagement on Reels and TikTok.
7. The blurring lines of social and connected TV
We know the importance of having a cohesive brand experience no matter where the brand is consuming content – from social to site to search and everything in between – and MNTN’s Kristen Navarro and Maison MRKT’s Annie Waskover explored the powerful synergy between Connected TV (CTV) and social media, demonstrating how CTV’s “halo effect” can boost social campaign performance. What starts as a high viewing experience on CTV moves to a high engagement experience on social, resulting in driving sales on social or on-site.
8. Move over TV. Social shows are the next must watch
As traditional production models give way to social storytelling, a new set of opportunities is emerging—faster, more flexible, and built around creators who know how to earn attention, not just buy it. 70% of GenZ skips traditional ads in videos – they’re a generation that has been sold to since they were born. Social shows can be a way to drive a more captive audience where you create rich information that people want and then weave in your product’s benefits.
9. The traditional marketing funnel is dead
Instead we have a continuous loop of discovery with brands thanks to the influencers, creators and every day consumers, delivering engaging content at the right moment in the right place.
10. YouTube dominates with GenZ
Did you know that 45% of GenZ audiences are NOT on TikTok or Instagram Reels? With 2 billion (yes billion) monthly views, powered by the world’s largest search engine, if your brand isn’t on YouTube, you’re missing out, especially for those brands who embrace social and video commerce. YouTube shared that they’re able to shorten the online shopping journey by 6 days.
Overall, Social Media Week 2025 made it clear that the social landscape is dynamic and demands a shift in mindset. By focusing on authentic connections, strategic creator partnerships, algorithmic understanding, and a willingness to adapt, brands can unlock significant growth and build lasting relationships with their audiences in the years to come.
