How Brands Should Navigate Social Media Platform Changes
As we navigate 2025's evolving social media landscape, brands face unprecedented challenges, particularly regarding platform stability and content strategy. The uncertainty surrounding TikTok's future in the U.S. market exemplifies why brands need adaptable, diversified social media approaches and a focus on building loyal communities, not just following the current trends.
At this moment in time, brands and leaders who’ve heavily invested in social media, particularly TikTok, need to:
- Develop clear contingency plans for potential platform changes. This includes preserving valuable content and maintaining connections with your community across multiple platforms.
- Futureproof influencer partnerships by negotiating cross-platform posting rights and briefing them on creating content that performs well across multiple channels.
- Experiment with emerging video platforms while measuring both quantitative metrics and qualitative engagement.
- Get a pulse on your brand's social media metrics. Run an analytics deep-dive on your brand’s social media channels to garner any key creative, tactical, or audience insights.
- Maintain transparency with your audience about where they can find your brand across different platforms.
Regardless of the dominant social media profile, the creator economy continues to boom and audience preference for video content shows no signs of slowing.
Creating a winning strategy does not necessarily mean reaching the largest possible audience or dominating every platform—it's about connecting with new and existing brand evangelists through authentic, community-driven content. Brands that embrace this evolution while remaining flexible in their approach will be best positioned for success in the constantly shifting social media landscape.
Need help adjusting your social media strategy this year? Reach out to our team!
