How to navigate social media marketing in 2025
Amidst the turbulence of today’s social media landscape, industry leader Nicky Logue, MD of social media agency Hydrogen, delivered a presentation on examining the challenges and opportunities within this rapidly evolving digital environment. With sharp insights into the upheavals shaping social platforms and the enduring human behaviours driving their use, her talk as part of CIM Scotland’s first ever Glasgow CIM Social offered a blueprint for brands looking to adapt and thrive.
photo credit: Iona Murray
The social media landscape in 2025
From the near-ban of TikTok in the United States to Elon Musk’s controversial overhaul of X (formerly Twitter), 2025 has already been a rollercoaster year for social platforms—and we’re only a few weeks in. Nicky explored the fallout of these dramatic shifts, highlighting how challenger platforms like RedNote and Bluesky are emerging as significant players.
RedNote, described as TikTok’s main contender, experienced a surge of nearly 3 million U.S. users in a single day in January, whereas Bluesky has grown to amass 30 million users. However, Nicky reminded attendees that the platforms are not the story: people are. “It’s never been about the tools we use—it’s about the people who use them. When Vine shut down, TikTok took its place. People didn’t stop—they just shifted. The behaviours and needs remain constant."
Her point was clear: social media isn’t dying. It’s changing. Nicky shared that 5.24 billion active social media users globally continue to seek connection, knowledge, and shared experiences, a demand far from fading.
photo credit: Ewan Anderson
The five human truths defining the future of social media
Central to Nicky’s message were the five fundamental human truths shaping how and why people use social platforms today. For brands aiming to succeed in this chaotic digital climate, these truths must remain top of mind.
- People seek convenience
Time is precious, and users increasingly expect seamless, intuitive experiences. Nicky praised TikTok’s 'For You' page as a shining example of convenience, curating content users never knew they wanted. She also underlined the shift in search behaviour: 55% of Gen Z now turn to platforms like TikTok, Reddit or ChatGPT instead of Google to find answers.
“Brands must stop waiting to be discovered,” she stressed. “You need to show up where your audience already is. Think like an algorithm and optimise your content for search.”
She also pointed to social commerce, praising TikTok Shop and Instagram for integrating shopping, reviews, and engaging content into a single app, removing friction from the buying process.
- People crave belonging
More than just digital content, people seek spaces where they feel seen and connected. Nicky explained how users are retreating from noisy public feeds into private spaces like Instagram Broadcast Channels, WhatsApp groups, and platforms like Discord.
“Feeling overwhelmed online is common: 1 in 4 internet users report digital fatigue, yet they’re not giving up on social. Instead, they’re curating their experience, joining micro-communities, and engaging in spaces where they feel understood.”
Significantly, these movements span generations. “While Gen Z dominates discussions around community,” she remarked, “don’t forget that people over 50 account for 30% of adult social media users worldwide. They have more spending power and are just as hungry for connection. Communities are for everyone.”
photo credit: Ewan Anderson
- People long to be entertained
Social media is as much about fun and creativity as it is about connection. Nicky called on brands to “think like broadcasters, not advertisers” and invest in formats that feel engaging, episodic, and personal.
“From TikTok mini-series to the rebirth of long-form content like YouTube and Substacks, people are seeking deeper, sustainable storytelling,” she said. She shared that 22% of online adults now listen to at least one podcast weekly, further proof that people want more immersive media experiences.
Highlighting Channel 4.0’s youth-focused strategy of creating original social-first programming, Nicky summarised, “It’s about meeting your audience where they are and giving them content to look forward to—not just content that clutters their feed.”
- People relate to people
Authenticity remains a pillar of successful online engagement. Whether it’s through employee-created videos or partnerships with micro-influencers, Nicky underscored that individuals relate better to people than brands.
“Staff content generates 8x more engagement compared to polished brand campaigns,” she shared, citing Hydrogen’s success on TikTok through humorous, personable team videos. Micro-influencers, too, are proving vital. “The Scottish Geologist with 285,000 followers is evidence that niche influence drives impact. It’s better to speak deeply to a few than shallowly to the masses.”
- People are always watching
Finally, Nicky reminded the audience that silent engagement is just as valuable as overt likes or comments. She revealed that 91% of Facebook users are passive observers who consume content daily without engaging.
“These passive audiences are still carefully forming opinions about your brand,” she explained. “Ever notice how a LinkedIn post with ten likes could result in a key business lead? That’s the power of lurkers—they’re often the decision-makers watching quietly.”
photo credit: Iona Murray
A vision rooted in people, not platforms
Wrapping up the event, Nicky reinforced that the key to social media success lies not in chasing fleeting trends but in understanding the deeper human truths that govern behaviour.
“The platforms might change, but what drives people doesn’t. Learn what they need, tailor your strategy to meet those needs, and build connections that last.”
She left marketers with a clear roadmap for 2025, while declaring certain approaches outdated:
- Out: Chasing virality, over-polished campaigns, meaningless reach, and content lacking real value.
- In: Convenience, niche community-building, story-driven entertainment, relatable creators, and recognising the unseen value of silent observation.
“Social media isn’t about platforms—it’s about people,” Nicky concluded. “If you get that right, your strategy will never go out of date.”
Her captivating talk provided attendees with not only a snapshot of today’s digital chaos but also a powerful framework for steering through it. For those willing to adapt, the future of social media is undoubtedly full of opportunity.