LSocial media is undergoing a transformation , driven by changes in consumer behavior and the rise of Generation Z as a dominant force. Brands must adapt with strategies focused on emotional connection and honesty to stay relevant.
With the help of Karla Robles , Strategic Planning Manager at Cheil , a marketing company of the Samsung Group, we address the main trends that will lead social media in 2025. This analysis is part of our "Trends 2025 Special" , in which 28 industry experts preview everything that is coming in the world of marketing and eCommerce for this year, which is just beginning
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Generation Z as a driver of change
Generation Z (a quarter of the world's population) has amazon database the focus of social media strategies. This group is diverse, hyper-connected and deeply aware of social and environmental issues.
Unlike previous generations, their identity has been shaped in a world marked by climate anxiety , the COVID-19 pandemic , and a volatile financial landscape . By 2030, their purchasing power is expected to exceed $12 trillion , a level never before reached by any other generation. With these characteristics, Gen Z is not only defining consumer trends, but also the values and practices that brands must adopt to connect with them.
The end of the traditional funnel
The linear conversion model , where people move from awareness to purchase in clearly defined steps, is outdated . Gen Z engages with brands through a “ connection journey ,” a non-linear process where every touchpoint is an opportunity to influence their decisions.
Beyond deals or promotions, brand values, sustainability, and community opinions play a crucial role in the consideration of a purchase. Personalized experiences are equally essential, allowing users to feel seen and understood in their interactions.
Integrated social ecosystems
Social media can no longer operate as standalone channels. Gen Z consumes content fluidly, finding TikTok videos on Instagram or Pinterest content on Twitter . This shift requires brands to design a holistic ecosystem, where each platform contributes to a unified and coherent narrative.
More importantly, brands need to understand the emotional motivations behind each social media platform’s use. For example, Instagram and Facebook can be spaces for memory preservation, while TikTok and X (formerly Twitter) offer inspiration and constant updating. This integrated approach allows brands to tailor their messaging more effectively.