Social media as a medium is constantly evolving. What worked ten years ago today would likely feel uninspired by today’s standards. It is no longer a place to simply share your content with the world hoping that something sticks. Instead, it has become a primary point of discovery, engagement, and influence for all audiences, regardless of age or other demographics.
In fact, social media surpassed television as the most popular source of news in the UK and US for the first time last year, and overtook search in terms of global ad spend. Ultimately, stats and insights like these highlight a key development: today, your audience's journey increasingly starts (and often ends) on social media.
So what does this mean? On one level, it means governments, especially in places like Australia, are becoming more aware of the impact social media is having and are seeking tighter regulations around social usage, driven by concerns over the mental health of young people, and their exposure to potentially harmful content.
Meanwhile, brands face increasing pressure to ensure their social presence (and their tacit endorsement of the platform) is aligned with their own values and mission – no easy feat when platforms themselves are constantly evolving, and people like Musk and Zuckerberg are actively removing safety features and providing a platform for voices many find repugnant.
Despite these shifts, social media remains embedded in the human experience. It continues to shape our shared cultural narrative. It doesn't matter if it's a viral trend, a brand campaign or pop star CharliXCX launching their album on TikTok; social channels are central to defining the zeitgeist. So, if 2024 was the year social helped us feel more connected, then 2025 promises to solidify its role as the ultimate all-in-one destination for discovery, engagement, and brand growth.
A new era of 'social-first everything'
Social provides vast reach and real-time engagement opportunities that are just not available elsewhere, meaning brands that fail to put social media at the heart of their marketing mix risk missing out. The shift is clear: global ad spend broke the $1 trillion mark by the end of 2024, with social media taking nearly a quarter of that total. And while the next generation is undoubtedly social-savvy, the reality is that all age groups are embracing social as a primary channel for news, entertainment, and connection.
With so many new touchpoints across a range of platforms, the challenge for brands is no longer to "be" on social - it's to create meaningful, high-impact moments that drive genuine interest and loyalty with their audiences, and this is where a strategic, data-informed, and integrated approach is critical.
Top tips for going social-first in 2025
Create a social-first marketing approach: Assume your audience will rarely click away unless compelled by something truly valuable. Develop full-funnel experiences within social – whether it's direct product links, instant sign-ups, or interactive Q&A sessions. Encourage audiences to share and discuss. This is especially powerful in B2B spaces, where employees, stakeholders, and investors can become brand champions.
Find a moment and join it: Huge trends start on social media and can quickly spill over into mainstream conversation. Consider how these real-time moments relate to your brand or sector. Be cautious, though. Not every trend is worth jumping on - miss the window, and you'll be punished for your tardiness. Also, don't just keep the conversation on social media. Think multi-channel; use it to inform advertising, blog posts, webinars, or PR efforts. A multi-channel approach can dramatically boost brand reach and salience.
Properly understand your audience: Go beyond demographics and investigate your audience's values, online behaviour, and how they talk. Cultivate trust and authenticity by balancing emotional narratives with clear data points and results.
Elevate your ESG messaging (where relevant): Audiences are increasingly eco-conscious and sceptical of surface-level green claims. Align your sustainability initiatives with transparent data and measurable outcomes. Engage with social communities, nonprofits, or sector-relevant advocates to amplify your ESG story and add credibility.
Measure, Refine, Repeat: Track KPIs—from engagement rates to membership conversions—so you can adapt quickly. Social media evolves fast, and so should your strategy. Run A/B tests, adopt new platform features, and stay open to pivoting when necessary.
How MTM can help you win in a social-first marketing world
As an integrated agency, The MTM Agency combines strategic planning, creative ideation, and audience-centric execution to deliver real impact. Our process is grounded in the following:
Insight and data: We dive into owned and third-party data to understand audience attitudes, sector challenges, and competitive landscapes—turning these insights into tailored social-first plans.
Creative innovation: From short-form video content and data visualisations to highly interactive social campaigns, we elevate your brand above the noise with fresh, imaginative approaches.
Cross-channel integration: We bring your social channels to life as part of a cohesive ecosystem—connecting them with your website, email marketing, and offline touchpoints for a better user experience.
Sector expertise: Specialist knowledge and understanding is critical to ensuring successful outcomes. So, whether you're navigating maritime regulations, explaining renewable technologies, differentiating a law firm in a crowded market, or boosting membership engagement, we tailor social strategies with your sector's unique challenges in mind.
Trust and partnership: Our agency culture is built on collaboration, agility, and service excellence. We work side by side with our clients, shaping and refining social-first approaches that drive measurable results—from lead generation to brand awareness, from membership growth to investor confidence.
As we look ahead and think about social’s role in shaping culture, commerce, and community, the wise money is betting it will only grow even stronger. So, for forward-thinking brands, a social-first mindset is no longer optional, it's the key to staying visible, relevant, and salient. Whether you aim to attract new talent, champion your innovation, position your brand or engage and retain members, the path to success starts on social media.