Social Media Trends You Can’t Afford to Ignore + Industry News and Insights
Field Tips is a biweekly email series bringing you the latest marketing trends and topics directly to your inbox. Covering everything from digital marketing and social media to content strategy and more, we curate the industry’s top stories and present them as easily digestible insights. The content contained within this post comes directly from our March 5, 2025 issue. If you’d like to receive Field Tips, subscribe here.
After 26 years in business, we’ve seen social media change in ways no one could have predicted. With platform shifts and new technology, social media is evolving faster than ever. Hootsuite’s latest research reveals that brands staying ahead aren’t just adapting, but innovating. Here’s what’s driving the change:
- Disruption as a Strategy: Half of the organizations polled reported that over 60% of their social content was for educating, entertaining and informing audiences, rather than directly promoting their products or services.
- Listening for ROI: Companies that employ social listening now see it as an invaluable source for customer insights, data and leads.
- Strategic Social Engagement: Outbound engagement is on the rise, with top brands strategically commenting on creators’ posts to grow their audiences.
- AI Evolution (and Reevaluation): 69% of marketers now see AI as a tool to improve their work, and not a threat to their jobs.
- Generating Opportunity: 89% reported generative AI platforms have helped them scale their content, but organizations in industries like government, finance and healthcare are now using AI more than those in loosely regulated industries.
These aren’t just trends — they’re strategic imperatives for staying relevant. Ready to adapt your strategy? Let’s talk about how you can use these insights to make social content that stands out.
Younger Users Are Leaving Google Behind
WHAT’S HAPPENING. A recent survey shows that 42% of users feel Google Search isn’t as useful as it used to be. Many people are frustrated with the rise in sponsored ads and feel the quality of information is declining. Interestingly, younger users, especially Gen Z and Millennials, are turning to other platforms like TikTok and AI tools to find information more quickly and easily. This shift suggests that traditional search engines might not be meeting the needs of today’s users.
WHY IT MATTERS. For marketers, this change is huge. If younger audiences are moving away from Google, then traditional SEO strategies might not be as effective. Brands need to rethink where they reach their audience. This could mean investing more in social media, experimenting with AI-driven content or finding new ways to stand out in a crowded digital space. Staying ahead of these trends is key to staying relevant.
Facebook Is Not a Traffic Driver (and Other Insights from Meta)
WHAT’S HAPPENING. Meta’s latest report shows that almost all Facebook posts in the U.S. don’t link to outside websites, making it harder for publishers to get traffic from the platform. The most popular posts are light, feel-good stories or celebrity content. Meta has also changed its content moderation, leading to fewer mistaken bans, but this could be due to less strict enforcement. Additionally, Meta is tracking foreign influence operations, including ongoing activity from Russia.
WHY IT MATTERS. Reaching audiences on Facebook is getting trickier, especially if you rely on links to drive traffic. Brands might need to focus more on creating engaging content that keeps people within Facebook’s ecosystem, like videos or interactive posts – or test the waters elsewhere. Adapting to these trends is key to staying visible and relevant as Meta continues to evolve its platform.
Gen Z Users Are Flocking to X… According to X
WHAT’S HAPPENING. X (formerly Twitter) says Gen Z is flocking to its platform, claiming 31% of its users fall into this age group. It also suggests that its audience doesn’t overlap much with platforms like TikTok and Threads. But not everyone is buying it—third-party research tells a different story, showing that X is actually losing younger users rather than gaining them.
WHY IT MATTERS. Social media trends change fast, and Gen Z isn’t staying put. If you’re marketing to younger audiences, betting everything on one platform—especially one with questionable data—could backfire. Instead of assuming X is the place to be, keep your strategy flexible and follow where Gen Z actually goes. What works today might not work tomorrow, so staying adaptable is the name of the game.
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About the Author
A prominent marketing strategist and nationally recognized thought leader, Grant A. Johnson is president and CEO of Responsory. He is a sought-after public speaker, direct marketing trainer, copywriter, award-winning author and the creator of Direct Branding℠, Responsory’s method for producing sure-fire measurable results.
