At the end of November we unveiled Battenhall’s social media predictions for 2025 at the iconic Curzon Soho cinema in London. These predictions form the backbone of our annual social media report, which is available to download now.

After a turbulent but exciting year for social media, it was no surprise to see our 12th annual event jam-packed with attendees. This year’s event featured seven expert speakers, plus two VIP guests, who explored five of the biggest social trends for the year ahead.

Since 2013, we’ve gathered first-hand data and brand benchmarking to gain a deep understanding of the evolving social media landscape. This year, our report brought together insights and data from 19 international authors and researchers, supported by a team of over 120 people at Battenhall, including analysts, community managers, and designers. 

One thing is clear: as trends evolve, understanding the shifting landscape is more important than ever. This year, we’ve looked at rising user numbers, use cases for AI in social, and social-first mindsets, balanced by shifting user behaviours and the decline of some platforms (X-odus, we meet again). 

Here are our top 5 predictions and a teaser of what you can expect in our new report:

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1. Social-first everything

We took to the stage in a very demure, very mindful way to talk about why brands should consider social media as the first part of a user journey when planning campaigns, rather than a bolt-on at the end.

That’s because social media is increasingly owning the spread of information. We’re seeing social events generate news. Social-first language is entering our everyday lexicon and impacting culture, community and campaigns (think ‘Kamala is Brat’).

Social-first means social is the place where ideas thrive, and other communications channels play a supporting role. Our advice? Be yourself, back yourself. By which we mean stay authentic, never consider social as an afterthought at the end of a campaign, and really focus on nurturing your company’s unique community online.  

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2. Social intelligence

Building on last year’s prediction of a rise in generative AI for social media content, as well as growth in AI-powered social media users and influencers, we looked at how the technology can be used to protect communities, turbocharge audience insights, and deliver predictive analytics. 

In 2025, using gen AI for social means moving beyond traditional metrics like engagement rate. Instead, you can use AI to tag posts with behaviours and objectives for deeper insights. The tech can also help understand sentiment by analysing emotional responses in interactions, informing your community management strategies. 

And what about using AI for content? We advise using it very, very cautiously. Users are understandably wary and wise to generic AI copy and imagery.

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3. Community and culture

How can brands drive value from moving beyond basic customer care and push marketing on social media? CCEP and YouTube took to the stage with us to discuss something that’s perhaps not just a trend, but a must-have for any company with a social presence in 2025: social media is no longer just about fan clubs - it’s where brands build cultural relevance. 

Consumers, especially younger generations, expect brands to engage authentically in conversations that reflect their values and interests. The brands that thrive are those that embrace humour, partner with creators, and tap into cultural moments to foster loyalty and trust. 

At the heart of it is authenticity. It’s about going beyond customer service to establish a meaningful voice in the cultural zeitgeist. While there’s always a risk of misstepping, the reward is long-term loyalty and true community connection.

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4. Dark social

Coined in 2012, the term ‘dark social’ refers to social media content that’s not publicly available and is shared privately, such as in DMs or private group chats. A little over a decade later, 95% of content-sharing activity occurs on dark social. 

Think private social on Snapchat and Instagram, messaging apps like Telegram and WhatsApp, and communities such as Discord and Roblox. As platforms like Instagram lean into this trend more, we suspect dark social won’t stay dark for long. There’s a huge opportunity for shrewd, sensitive companies to tap into these spaces as the race to track dark social heats up in 2025. 

How to do it? Keep your ear to the ground, engage safely to build trust and loyalty, and focus on authentic community-building. 

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5. Social sorting

A year ago, we predicted the rise of Bluesky and Threads, and an ‘X-odus’ from Twitter. Did we have a crystal ball? Our prediction is playing out in real time, with Bluesky and Threads growing by about one million users a day. 

Looking ahead, social platforms are blending. LinkedIn feels more like Instagram with personal updates and vertical videos, while Instagram is leaning into LinkedIn’s work/life vibe. Social sorting is here to stay.

If this trend continues, with newer and more niche apps revisited by users and advertisers, we may see a new breed of social network emerge in 2025.

‍‍To read more in our deep-dive on each prediction, you can download all the reports here.