Customer experience tools and strategies: 2025 predictions

Forecasting the Future: Social Media Trends and Influencer Landscape for 2025

Social media serves as gateways for genuine, profound interactions with customers, while also being the hub for creators and influencers to nurture dedicated audiences. For marketers aiming to connect with consumers in their natural habitat, overlooking social media is not an option.

Here are some insights regarding potential brand opportunities and innovations for 2025 that could provide a competitive advantage in this ever-evolving landscape.

Customer Support via Social Media

Although the future of TikTok in the U.S. is uncertain with a looming ban, we can expect that consumers will continue voicing their opinions on brands and retailers across various platforms. This spells a significant opportunity for marketers to enhance customer support through social media in the upcoming year.

“Social media will take the lead in customer service,” stated Scott Morris, CMO of Sprout Social.

Morris highlighted that according to Sprout Social’s Q4 2024 Pulse Survey, around one-third (35%) of consumers intend to turn to social media more frequently for customer service inquiries. “This trend is even more pronounced among younger demographics, with 49% of Gen Z and 41% of Millennials leaning towards this approach,” he noted.

“As almost everyone opts for platforms like Facebook and Instagram for quick answers, expectations for speed and personalization have reached new heights,” Morris elaborated. “Indeed, 40% of social media users desire companies to focus on personalized customer support on social platforms in 2025.”

AI Streamlining Customer Interactions

To maintain customer satisfaction, marketers will take the initiative to address service concerns via social media. AI will play a pivotal role in managing routine inquiries, while more complex issues will still require a personal touch.

“AI should be utilized to streamline processes and handle repetitive tasks, freeing up social and service teams to concentrate on creative messaging and impactful customer interactions,” Morris suggested.

He further stated: “Social media marketing in 2025 must focus on developing immersive, tailored, and fluid experiences. With an influx of consumers, AI-enhanced customer support will be essential. Additionally, brands should strive to enhance their product visibility on social media through user-generated content and expanded influencer partnerships. Those who modify their strategies accordingly will satisfy consumer demands and stay ahead of industry trends.”

Influencers and Comprehensive Strategies

Influencers serve as effective conduits for launching new products to their dedicated audiences. Beyond merely increasing awareness at the beginning of the customer journey, influencer content can effectively engage audiences ready to make a purchase, leveraging their deep understanding of social media users to drive these lower-funnel outcomes. Consequently, more brands are likely to adopt complete-funnel strategies via influencers this year.

“As consumer preferences become more specialized, marketers are becoming increasingly aware of the necessity for precise targeting in their influencer initiatives to achieve measurable results,” said Sean O’Brien, CTO and co-founder of the influencer platform Mavely. “Historically, the focus has been predominantly on awareness and initial engagement metrics. Today, with advancements like AI and app-to-app deep linking, marketers can significantly enrich customer experiences and provide thorough metrics, seamlessly guiding campaigns from content creation through to purchase.”

“Brands will increasingly leverage content from creators to transition audiences smoothly from narrative-driven trust-building at the top to conversion-focused endorsements at the end,” said Joseph Perello, CEO of the creator marketing platform Props. “This strategic coherence will streamline the customer journey and enhance efficiency, making creator marketing an invaluable resource for achieving measurable business success at every phase.”

Explore more: Meta introduces genAI video tools and strengthens creator collaborations

Marketers Discover Enhanced Segmentation and Genuine Connections via Bluesky

As awareness of the Bluesky platform expands, which is viewed as a viable alternative to X, we can anticipate increased brand involvement in 2025.

“Bluesky will distinguish itself due to its emphasis on decentralization and its commitment to empowering both users and brands,” remarked Isabel Romero, CMO of the social media management tool Metricool.

“For users, Bluesky will serve as a space where algorithms don’t dictate their content exposure,” explained Romero. “Instead, it offers a transparent environment that values individual user experiences. This philosophy is a breath of fresh air compared to an ecosystem saturated with centralized platforms.”

Romero added: “For marketers, this translates to enhanced control over data, innovative audience segmentation opportunities, and fundamentally, a more genuine and direct rapport with users.”

B2B Marketers Accelerate Short-Form Content Sharing on Social Media

“As conventional social media methods become oversaturated, brands will shift their strategies to engage audiences beyond their own platforms,” expressed Daniel Kushner, CEO and co-founder of the social media marketing platform Oktopost. “In 2025, successful B2B companies will immerse themselves in the comment sections of influencers and thought leaders to generate conversations and gain recognition within niche, highly relevant audiences.”

Kushner further noted: “With 90% of B2B buyers favoring video content for information and 85% of marketers finding it highly effective for engagement, platforms such as TikTok, Instagram Reels, and LinkedIn will experience a surge in short-form videos offering concise industry insights, updates, and tips. In 2025, B2B marketing teams should emphasize brief storytelling by creating engaging, impactful visuals that encourage viewers to seek out more comprehensive resources such as webinars or whitepapers.”

Emerging AI Startups and Social Media Advancements

“We are already witnessing the integration of AI features across various marketing tech solutions,” stated Natalie Silverstein, Chief Innovation Officer at the influencer marketing firm Collectively. “I anticipate significant advancements and the emergence of groundbreaking startups. The velocity of innovation is poised for rapid acceleration.”

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