As we celebrate Social Media Day on June 30th, 2025, it’s an opportune moment to step back and look at the ever-evolving world of social media. With over 60% of the world’s population now using social media, its influence has never been more pervasive; shaping how we communicate, consume, and create. Here’s a rundown of some major highlights, trends, and updates that have marked the past year.
Nano & Micro-Influencers
The past year has firmly cemented the dominance of nano- and micro-influencers in the marketing space. While macro-influencers and celebrities continue to have their place, brands are increasingly opting for smaller-scale influencers who resonate deeply with niche audiences and often have higher engagement rates; from fashion through to food and beverage companies – brands have embraced this trend, creating hyper-targeted campaigns that focus on authentic, localised messaging.
Consumers trust influencers who feel “real” and within reach, and the continued rise of community-driven content amplifies this sentiment. This trend underscores a key shift: audiences crave authenticity and relatability in an era saturated with polished campaigns.
AI-Driven Advertising Regulation
The Advertising Standards Authority (ASA) continues to use its Active Ad Monitoring system to monitor and regulate the ever-growing complexity of social media ads. Building on their initial AI adoption in 2022. Despite this, in its 2025 Influencer disclosure report (published in May 2025), the ASA found that 43% of all advertorial content is still not meeting its disclosure requirements.
The ASA has been increasingly vigilant about combating “AI washing”—a practice where brands misrepresent or exaggerate the role of AI in their products and services. This lack of transparency lessens consumer trust and raises ethical concerns, prompting tighter regulations. Advertisers must ensure they do not exaggerate, falsely claim or mislead the involvement of and/or the impacts of AI in ad content. Additionally, advertisers must be able to substantiate claims with evidence.
At the heart of the ASA’s purpose and ethos is transparency for consumers and therefore if AI is used in advertising, it expects it to be obvious to the consumer.
As the accessibility and useability of AI tools becomes intwined in working lives, we are likely to see an increase in AI generated advertorial content and continued guidance from and regulation by the ASA in this space.
AI & Socials
AI and social media have been deeply intertwined since the very early days of social networking – long before AI became a buzzword in mainstream culture. While generative AI (like ChatGPT or image creators) is a newer development, AI has always been a backbone of how social platforms operate – without AI there would be no viral TikToks, trending reels or personalisation. That said, since the last World Social Media day, there have been some new features and developments – with AI very much at the forefront of these. Below is non-exhaustive list (pretty much every platform has seen some sort of new AI functionality):
- Meta AI assistant for photo and text queries – integrated into Facebook, Instagram and WhatsApp; users can ask the assistant questions, generate content or get visual inspiration. This is accompanied by artist tools on Instagram to help generate content captions or styles.
- TikTok continues to be a powerhouse with over 1 billion active users per month and an extremely lucrative TikTok Shop offering – like most platforms it is using AI to enhance its already dominant position to help creators create successful content (for example Symphony AI).
- Bluesky has implemented AI tools to help with content moderation and spam filtering to maintain its ethical and inclusive ethos. Its user base has reportedly accelerated by almost 30 million users since last year.
The Future of Social Media in 2025 and Beyond
As we move forward, several key trends promise to shape the next wave of social media innovation:
- The presence of decentralised social media platforms could pose a challenge to more traditional social media platforms in times to come – decentralised platforms focus on empathy and context-rich content – with social responsibility at the heart of its conception.
- Immersive Experiences: Virtual and augmented reality tools are gaining traction, with platforms like Meta and Snapchat integrating immersive features into everyday interactions.
- Sustainability and Responsibility: More platforms and brands are prioritising eco-friendly practices, from carbon-neutral ad campaigns to partnerships that promote social good.
In 2025, social media mirrors our communities, values, and aspirations. The main challenge is to ensure these platforms foster meaningful connections while promoting transparency, inclusivity, and creativity. Social Media Day highlights our progress and the potential for creating a digital world that benefits everyone.