Social media in 2025? It’s not what we expected (but maybe it is)

Hi there,

I don’t know about you, but every year I find myself saying “this year’s going to be different” when it comes to social media. And well... sometimes it is. Sometimes it isn’t. But 2025? This year’s already feeling a bit strange. Familiar, but not quite.

We’ve been watching the space (a lot), and a few shifts are hard to ignore. Some are exciting. Some feel like we’ve been here before. And some, well—maybe we’re still figuring them out.

Here’s what we’re seeing in the South African space:

1. AI's everywhere... but no one really trusts it (yet)

Yes, AI-generated captions, content, even full-on campaigns. It’s efficient. It's clever. But also—kind of hollow? People are starting to notice when something feels too polished, too prompt-perfect. So while brands are using AI more than ever, they’re also realising... tone still matters. That human feeling? Still winning.

2. The rise of ‘quiet’ content

Not everything has to be loud. Or viral. We're seeing a growing comfort in posting less, but posting better. Thoughtful stories. Unfiltered videos. A single sentence in a caption that actually says something. And you know what? It’s working. It might not explode—but it connects. And maybe that’s the goal now.

3. Community over audience

This one’s not new—but it’s deepening. Instead of chasing reach, more creators and brands are nurturing smaller, more intentional spaces. Think niche WhatsApp groups, close friends stories, closed Facebook communities. Not to say the big stage is irrelevant. But there’s a shift. Less performance, more presence.

4. Video isn’t king—it’s just… expected

Everyone’s doing video now. That doesn’t mean everyone’s doing it well. The difference in 2025? People aren’t watching just because it moves. It’s what you’re saying in the video that counts. There’s also less pressure for high gloss. Grainy, vertical, handheld—if it’s real, it works.

5. Cultural relevance over clever trends

Sure, trends come and go. But tapping into what matters to people—culturally, socially, locally—sticks. In South Africa especially, there's a move towards telling our own stories, highlighting our own voices, and doing it without waiting for global validation. Which, frankly, feels long overdue.

Anyway, these are just a few things we’re noticing. Not a definitive list (what even is that these days?).

Perhaps we’re all just trying to make sense of a space that never really sits still. And that’s okay. What we do know? The platforms will change. The tools will evolve. But the need for real connection, thoughtful storytelling, and a bit of humanity in the feed—that's probably not going anywhere.

Let us know what you’ve been seeing - or struggling with. We’re always keen to talk things through, even if we don’t have all the answers.

Speak soon,

Norman Chauke

Everything Social Media