The social media landscape is continuously evolving, reshaping the way brands connect with audiences. With new trends, emerging technologies, and shifting user preferences, businesses must adapt their marketing strategies to stay ahead. HubSpot’s 2025 State of Marketing Report provides invaluable insights into which social platforms will dominate the digital space in the coming year. Understanding where to invest time, effort, and resources will be crucial for brands aiming to maximize engagement and return on investment (ROI).
From video-heavy platforms to professional networking hubs, the report outlines the channels that are poised to have the biggest impact. Let’s explore the top social platforms of 2025 and how marketers can leverage them effectively.
YouTube: The Dominant Video Platform
YouTube remains the most influential video-sharing platform, with 87% of businesses using video as a marketing tool and 90% of marketers confirming its effectiveness in generating leads. With billions of monthly users and the growing preference for video content, YouTube has cemented itself as a powerful brand-building platform.
Marketers are turning to YouTube for a variety of reasons:
- Long-form content continues to thrive, allowing brands to create educational, in-depth, and entertaining content that keeps viewers engaged longer.
- YouTube Shorts, a response to the short-form video trend, has quickly become a high-ROI format, competing with TikTok and Instagram Reels.
- Live-streaming fosters real-time interaction, engagement, and authenticity, making it an excellent way to build trust and credibility.
Instagram: The Hub for Visual Storytelling
Instagram has become a visual storytelling powerhouse, blending high-quality content, influencer collaborations, and seamless e-commerce integrations. The platform’s influence in the marketing world is evident, with 72% of users stating they have purchased a product they discovered on Instagram. Additionally, Reels generate 67% more engagement than standard video posts, making short-form video content a primary focus for brands.
Key trends shaping Instagram in 2025 include:
- A Reels-first approach: The algorithm increasingly prioritizes Reels over other content types, making them essential for brands looking to boost engagement and visibility.
- Shoppable posts and in-app purchases: Instagram is doubling down on its e-commerce capabilities, allowing consumers to purchase directly within the app.
- Influencer collaborations: With influencer marketing projected to grow, Instagram remains the most lucrative platform for brand partnerships.
TikTok: The Engagement Powerhouse
TikTok has revolutionized how audiences consume content, with an algorithm that rewards creativity and organic reach. Over 1 billion active users now engage with TikTok’s short-form video format, and 68% of marketers who use TikTok report higher engagement rates than on any other platform.
The factors driving TikTok’s dominance include:
- Authentic content that resonates: Unlike highly polished content on other platforms, TikTok thrives on relatability, humor, and trends.
- Virality potential: TikTok’s algorithm allows even new accounts to achieve massive reach, giving brands an opportunity to go viral quickly.
- Advertising opportunities: With formats like in-feed ads, branded effects, and hashtag challenges, TikTok has proven to deliver exceptional ROI.
LinkedIn: The B2B Marketing Leader
For B2B brands, LinkedIn remains the most effective platform for networking, lead generation, and thought leadership. 82% of B2B marketers consider LinkedIn their top platform for generating leads, while sponsored content leads to a 33% increase in purchase intent.
Key LinkedIn trends shaping 2025 include:
- The rise of video and document posts: These content formats significantly outperform text-only updates, leading to higher engagement rates.
- LinkedIn Newsletters and Articles: Brands are using long-form content to build credibility and maintain audience loyalty.
- More precise ad targeting: LinkedIn’s powerful ad tools help businesses reach decision-makers and industry professionals effectively.
Facebook: Still Relevant for Community Engagement
Despite emerging competitors, Facebook continues to be a vital platform for businesses, particularly for community building and targeted advertising. 58% of marketers still rely on Facebook Groups for engagement, while Facebook Ads offer a 25% higher return on investment than other social ad platforms.
Why Facebook remains relevant:
- Community-driven engagement: Facebook Groups allow brands to create highly engaged online communities that foster long-term loyalty.
- Advanced ad targeting: With one of the most sophisticated ad networks, Facebook enables precise audience segmentation for better ROI.
- Live video content: Real-time interaction through Facebook Live enhances brand engagement and authenticity.
What’s New in 2025?
But it's not just the big three anymore—emerging platforms like Reddit, Discord, and Threads are starting to make waves, with around 10% of marketing teams jumping on board. But as exciting as it all sounds, it’s not all sunshine and rainbows. Marketers are still facing challenges, with staying on top of trends being the number one struggle for both B2B and B2C teams. For B2B marketers, reaching the right audience is a challenge, while B2C marketers are focused on growing and keeping their followers engaged.
Casio’s Winning Social Strategy
We love a good success story, and Casio is totally crushing it in the social media game. Known for their iconic watches, Casio has invested in Instagram, TikTok, and YouTube to connect with their audience and increase brand awareness. Their TikTok game is particularly strong—think "outfit of the day" (OOTD) posts featuring their watches, “get ready with me” (GRWM) videos, memes, influencer collaborations, and more. They’ve found a way to keep things fresh, fun, and super engaging.
The Casio Italy TikTok channel is now racking up an average of 200K+ views per post, with some posts even breaking the 1M mark! But wait, there’s more! Casio also launched a podcast, Casio Stories, where they highlight emerging artists who use their products.
Ready to Dive Deeper? Here Are Some Awesome Resources:
If you want to stay ahead of the curve and dive deeper into marketing trends, here are a few resources we’ve found helpful (and fun!):
- Paid Newsletter: Milkkarten
- Free Newsletter: HubSpot Masters in Marketing
- Podcast on Apple: The Goal Digger Podcast
- Podcast on Spotify: The Hustle Daily Show
- Podcast from Google: Modern Marketers
- Podcast: Marketing Against the Grain