Social media is going through a profound change. What used to be a landscape dominated by platforms such as Facebook, Instagram or Twitter has now diversified with the arrival of new players and significant shifts in user habits, algorithms and expectations. In this context, it's essential to review the current social media trends and how brands can adapt to them to maintain a relevant digital presence.
X (formerly Twitter): is it still relevant for brands?
The social network X has undergone a radical transformation in recent years. Although it still has an active community in fields such as journalism and politics, many users and brands have migrated to other platforms due to changes in moderation, content visibility and the pay-for-premium-features model.
For many brands, the key question is: is it still worth investing in X?
The answer depends on your strategy and target audience. If real-time conversation and thought leadership matter to your business, it may still make sense. But you should assess alternatives and diversify your channels.
Alternatives to Twitter: Threads, Substack and new platforms
Threads (Meta): focused on visual microblogging and linked to Instagram. It allows threaded conversations with a friendlier, more integrated experience.
Substack Notes: ideal for content creators who want to build communities around newsletters and in-depth commentary.
Mastodon and Bluesky: decentralised networks that embrace alternative, more ethical models, less dependent on a single algorithm or owner.
LinkedIn and TikTok: while not new, they are attracting more users who share professional or opinion content, and are becoming important channels for brands too.
Strategies for maintaining a solid presence on changing social networks
Faced with this constantly evolving landscape, brands need to be agile and have a flexible strategy:
Diversify your channels: don't depend on a single platform.
Look after your community: focus on building relationships, not just reach.
Listen and adapt: follow the trends and watch how your audience's behaviour evolves.
Create value: useful, entertaining or inspiring content is still the best investment.
The future of monetisation on social platforms
Another big trend in 2025 is the direct monetisation of content. More and more platforms are offering tools for creators and brands to generate income:
Subscriptions and private clubs (Patreon, YouTube, Substack)
Integrated shops and TikTok Shop
Live donations and rewards (Instagram Live, Twitch)
Brand collaborations through platforms such as Creator Marketplace
For brands, this opens the door to more authentic collaborations with better returns, provided they choose the right profiles and measure results properly.
The world of social media is more diverse and dynamic than ever. 2025 is bringing us new platforms, new ways of monetising and new communication codes. Adapting with strategy, active listening and relevant content is the key to staying visible, connected and competitive.
Shape your digital future with a tailor-made strategy.
