In 2025, social media isn’t just about cat memes and selfies, it's become an algorithm-driven battleground where user-generated content and authentic voices shape cultural trends.
Platforms like Instagram and X have shifted to passive media hubs, fuelling an "addiction economy" that raises mental health concerns and sparks a demand for genuine experiences.
Meanwhile, the rise of AI-generated content is igniting a creative renaissance, pushing brands to emphasise originality and authenticity. At the same time, micro-influencers and fan-powered content, especially in sports, are challenging traditional media gatekeepers and reshaping how audiences engage.
Our Trends Report unpacks these shifts, offering insights and inspiration for navigating this dynamic digital landscape.