Blue Skies Ahead?
This essay is part of our New Year's series on what to expect in 2025, and can be downloaded as one compiled PDF for you to read at your leisure via the download form. Thank you
By Daniel Rice, Director of Marketing Communications and Content at 5654 & Company
2024 was another landmark year, not just for social media but for marketing communications as a whole. The year saw instability in some heritage social media channels while challengers grew in popularity; AI went from a buzzword to widespread application; and audiences continued to consume video in their droves. Here are some thoughts and predictions for 2025:
The Rise and Rise of Social
As we predicted in last year’s essay, 2024 was the year that social media overtook television for both news consumption and advertising. The popularity of social media is far from new, though its supremacy as a channel of communication can no longer be denied by even the most traditional of communicators. But as social media users spread their attention across multiple channels and the social media landscape becomes more fragmented as a result, it is more important than ever to have a multi-channel strategy. Don’t rely on one channel in 2025.
Safety First
Despite a tumultuous year, X isn’t likely to disappear in 2025. A rise in conspiracy theories, misinformation and hate content, largely around the US election, led to somewhat of an exodus of its user base - many of whom sought refuge on Bluesky, the likely heir as the new ‘digital town square’.
The latter channel saw a significant spike in new users in search of a safer space, and with the channel now at 20 million users, it is fast becoming the biggest challenger to X.
With 221 MPs and most major journalists already on Bluesky, companies should already be establishing a presence on the platform. Does this mean you should you quit X? No. At least not yet. For many businesses it took years to build a dedicated stakeholder following who remain active in this space. Don’t burn this down overnight.
Speaking of safe spaces, LinkedIn will continue to march on as the go-to channel for corporate affairs pros. While some more generic influencer type content has found its way onto the platform, it won’t be enough to topple it. It will remain the de facto corporate affairs channel in ‘25.
Embrace the Darkside
Just because you can’t see it doesn’t mean it isn’t there. Most social media advertising, and therefore much of social media conversation, is paid-only “dark” content, meaning only those targeted will see a company’s ad. Paid social allows companies to cater their messaging directly to their target audience and test what is most effective in reaching them. Don’t be afraid to use it.
There is another darkside beyond this though, which refers to the closed channels where the majority of online conversation now takes place – think WhatsApp and Telegram. Companies should make more use of the opportunities to tap into these channels and conversations, for example through WhatsApp’s broadcast tool launched in 2023.
Vox Populi, Vox Dei
Nothing is more effective for influencing political debate than the voice of the electorate.
For corporate affairs campaigns, having a supportive community base, both online and offline, can be the most effective element of your campaign.
Employing the use of Meta channels Facebook (still by far the biggest social media platform in the world in terms of users at 3 billion) and Instagram will be essential channels for building relationships with communities (as well as colleagues) in 2025.
Rise of the Machines
No longer just a buzzword, 2024 saw AI grow in terms of increased application. Communications pros are no strangers to ChatGPT, with companies increasing usage of the tool for support with anything from social media strategy to content creation.
However, many companies fell into the numerous pitfalls it created. The primary one being authenticity. One of the key problems with AI is that it is learning based on past content, and therefore its output can be somewhat uniform and lacking in creativity. While generative AI will continue to grow in application next year, communicators should make sure they use it as complementary to their strategy, not as a crutch.
Who Has the Time?
Video, particularly short form (30 seconds or less - preferably less) remains king of content and the most effective storytelling tool at your disposal. As the average attention span continues to degrade, a video that can engage quickly and concisely can have considerable impact in both raising awareness and converting your audience.
A testament to its impact can be seen in the popularity of YouTube shorts, receiving over 70 billion daily views in 2024, as well as TikTok, now the most used social media site for 18 – 54-year-olds in terms of time spent on the platform per day. Don’t miss out. Make sure video is front and centre in your content strategy next year.
Employees as Influencers
Last year we outlined the value of influencer content. While this remains a valuable campaigning tactic, 2024 saw a rise in “EGC”, employee-generated content. As trust falls in company-owned content, employees have become effective influencers for brands. While this has largely been the domain of consumer brands, it can be an effective tactic for corporate affairs teams in 2025, allowing your organisation to build trust and authenticity at a significantly lower cost than paying mainstream influencers.