More social and less media: these will be the 2025 trends in creativity and social

[shukla7789]

ANDIn a saturated digital environment, where brands are struggling to capture the attention of an increasingly elusive audience, we analyze the best practices for connecting with audiences , especially the youngest ones. We also anticipate what the trends in creativity and social media will be for the coming year.


To do this, we have Elisa Vergara, head of strategy at the MeMe agency and an expert in social media. This article is part of our “Trends 2025 Special” , in which 28 experts from the sector give a preview of everything that is coming in the world of marketing and eCommerce for the coming year.

Download it for free
The crisis of connection: why brands fail on social media
In the context of an overabundance of content on platforms like Instagram and TikTok, many brands are facing a serious challenge: connecting with their audiences. Despite millions of dollars invested in fusion database marketing, more than half of marketing directors admit that they have difficulty reaching young people. In fact, nearly 70% of social media users say they can't remember the last time a brand surprised them. This phenomenon occurs while the frequency of brands' posts continues to grow and interaction rates continue to fall. For example, on TikTok , engagement has decreased by 50% in the last year, while the only social network where it is increasing is Facebook , although brands have stopped investing in it.

The problem of uniformity: doing the same thing doesn't help
One of the biggest problems that brands face on social media is the homogenization of content . By following similar strategies, they end up being indistinguishable from one another. This environment facilitates the emergence of brands that decide to differentiate themselves, although this does not necessarily mean a radical change.

The key is consistency in brand tone and voice , which is not achieved through a publishing calendar or content verticals. Instead of focusing on the number of posts or following trends, brands must find their own “code” of communication, one that is unique and resonates with their audience.