The must-watch (do): Rethink your creator pool

We know that authenticity is key in today’s marketing. But have you thought about how this affects algorithms? With 72% of Gen Z saying they prefer recommendations from peers over influencer marketing, social platforms will increasingly favor authenticity and engagement over reach and followers.

It’s time to rethink your creator pool and look beyond follower counts. Your best content creators might be hiding in plain sight: passionate colleagues, satisfied customers, and knowledgeable retail staff—the people who use, sell, and live your product every day. These authentic voices often build more trust than traditional influencers with millions of followers. Combine their efforts with a small paid media push, and you could achieve surprisingly impactful results.

The game changer: Stop with TV-first

TV isn’t dead, but TV-first thinking is. While television remains effective, spending months perfecting a TV commercial before considering social just doesn’t cut it anymore.

Social shouldn’t just get leftovers—a quick cutdown or a few extra minutes on the shoot. If your media budget is shifting more toward social, your asset creation should too. And to create assets that work on social, you need to understand how these platforms work—instead of forcing traditional commercials through unskippable ads. Your audience moves easily between platforms, and your campaigns should follow, delivering a clear and consistent message everywhere from the start.

The Wait & See: Social Commerce

TikTok Shop’s European expansion is gaining momentum, with Bloomberg reporting its recent launch in Spain and Ireland.

The timing looks promising: TikTok announced record-breaking predictions for Christmas retail in the UK, with a 58% year-on-year increase in ad spend from retail and e-commerce clients, driven by an unprecedented surge in LIVE shopping.

But TikTok isn’t the only player driving the social commerce trend. Platforms like YouTube are stepping up their game, introducing features like affiliate hubs and shoppable collections to make it easier for creators to drive sales. Social commerce is becoming an essential part of the broader e-commerce landscape, with brands leveraging multiple platforms to meet consumers where they are.

My advice? Start small, but start now. Test, learn, and be ready—because social commerce will only grow bigger.

The overhyped: AI Search – Not yet a Google killer

Tech prophets are quick to predict Google’s demise, pointing to AI search and social platforms as its replacements. But let’s look at the data: Even with all the hype around ChatGPT, recent numbers show it has only captured 4.33% of search market share, while Google still dominates at 83.54%. As someone who champions social search, I’ll be the first to tell you: Google isn’t going anywhere just yet.”

Yes, AI search is transforming how we find information, and 2025 will bring major developments. The same goes for social search. But what’s missing from the conversation? Search intent. Different platforms serve different needs – struggling to put together that new IKEA closet? YouTube to the rescue. Looking for tonight’s dinner inspiration? TikTok. Planning your next weekend abroad? ChatGPT does the job.

We’re seeing a shift in how people use different platforms for search, and brands should absolutely tap into this. (Download our Social SEO white paper for the full story). But Google? It’s still the search powerhouse in 2025.

The bonus: Community management on steroids

In 2025, smart brands are transforming community management from a customer service function into a strategic tool. Call it community management on steroids or community management 2.0 – but it’s all about realizing that community management isn’t just replying to comments, but one of your most valuable strategic assets.

Because through social listening and authentic dialogue, you’re bridging the gap between traditional branding and performance marketing. The result? Real connections that build trust and drive results.