By Shelley Friesen, founder and director of Melbourne Social Co.
Social media moves fast, and 2025 is no exception. With TikTok’s future up in the air in the U.S., Australian brands are already shifting gears, exploring new platforms, and getting creative with their strategies.
But it’s not just about what’s trending, it’s about making the trends work for your brand. So let’s dive into the key platforms, strategies, and stats that will shape the year ahead.
YouTube Is Having a Moment (Again)
With 2.7 billion monthly active users globally and a growing number of Aussies tuning in for everything from DIY tutorials to lifestyle vlogs, YouTube is the platform to watch (literally). As concerns around TikTok’s longevity ripple through the industry, brands are doubling down on YouTube’s potential for long-form content and storytelling.
Why?
• Discoverability: YouTube is the world’s second-largest search engine. A well-optimised video can keep driving views (and sales) months after it’s posted.
• Engagement: People spend an average of 19 minutes per day on the platform, giving brands ample time to make an impact.
Brands can start with a mix of evergreen content (how-tos, tips, and product demos) and episodic series to build a loyal audience. Invest in quality production and SEO-friendly titles to maximise reach.
Snapchat Is Back, And You Should Care
Snapchat’s resurgence is one of 2025’s most unexpected trends, but it makes sense. With over 750 million active users worldwide, including a significant Aussie contingent, Snapchat offers unique opportunities to connect with younger audiences. Its AR filters and real-time communication tools are especially popular.
Why?
• AR and innovation: Snapchat’s AR Lenses drive 6 billion plays daily. This is a perfect playground for brands to create interactive experiences.
• Youth focus: The platform remains a go-to for Gen Z, with 82% of 18–24-year-olds using Snapchat.
So how can brands and creators utilise the platform? Think AR filters that showcase your products, behind-the-scenes “day in the life” content, or geo-targeted campaigns tied to local events.
Hyper-Personalisation Is King
In 2025, knowing your audience isn’t just nice, it’s non-negotiable. Brands that lean into hyper-personalisation will stand out, creating content that feels more like a conversation than a broadcast.
Why?
• 80% of consumers say they’re more likely to purchase from a brand that offers personalised experiences.
Use data (from analytics tools, surveys, or even social listening) to understand your audience’s preferences. Tailor your campaigns to reflect their values, whether it’s sustainability, affordability, or a love for local.
Nostalgia: The Feel-Good Formula
Millennials and Gen Z are craving a blast from the past, and brands are happy to deliver. From throwback playlists to retro-inspired visuals, nostalgia is driving engagement across all industries.
Why?
• Nostalgia taps into emotions, making your content more memorable.
• Gen Z is discovering (and romanticising) the pre-smartphone era, while Millennials are eager to relive it.
Think campaigns that celebrate iconic Aussie moments—like backyard cricket, early 2000’s fashion, or 90s Aussie TV classics.
Impressions Are the New Currency
For years, our focus has been on comments, saves and shares (and it continues to be.) But in 2025, impressions have also taken centre stage as a key performance indicator. Why? Because impressions reflect reach and visibility, the foundation of every customer journey.
Why?
• A study by Meta revealed that ads optimised for impressions drive 1.6x higher brand recall compared to those focused solely on clicks.
You only get 3 seconds to capture the attention of your consumer, so first ‘impressions’ – pardon the pun – are key, and bold visuals, quick cuts, and considered captions are a must. Platforms like TikTok, Reels, YouTube Shorts, and Snapchat Stories are ideal for maximising visibility.
Localisation Meets Globalisation
While hyper-personalisation is about connecting one-on-one, localisation is about celebrating what makes Aussie audiences unique. It’s no secret we love a good underdog story or a nod to our quirks. In 2025, deep dive into your audience data, and create localised content that speaks to their daily experiences.
How?
Lean into cultural touchpoints, from the coffee scene in Melbourne to the iconic Bunnings snag. Combine these with global trends (like viral moments or audios on TikTok) to make your content both relevant and shareable.
In 2025, social media isn’t just a tool for connection, it’s a stage for creativity, experimentation, and meaningful interaction. By embracing new platforms like Snapchat, investing in YouTube’s storytelling potential, and staying in tune with what your audience loves (hello, nostalgia!), brands can stay ahead of the curve.
So, what’s your next move? Whether it’s a nostalgic TikTok or a hyper-personalised Snapchat campaign, now’s the time to dive in, try something new, and make your mark in 2025.