In 2025, the social media landscape is set to undergo significant changes as platforms adapt to evolving user preferences, regulatory pressures, and technological advancements. Meta, ByteDance, and Amazon are expected to maintain their dominance, while Netflix and Spotify continue to see growth in subscribers and ad revenue. However, social platforms face challenges, particularly in regards to the well-being of younger users.
Australia has taken the lead in introducing regulations against social media platforms for those under 16, with Singapore considering similar legislation. TikTok’s availability in the US remains uncertain due to ongoing legal battles, and Meta’s decision to end fact-checking may have far-reaching implications. As the number of platforms and channels grows, brand safety remains a top concern for advertisers.
Alex Li, Senior Director of Global Non-Gaming AppDiscovery, emphasizes the importance of placing ads in brand-safe environments to mitigate reputational risks. The shift towards long-form content is another notable trend.
Social media’s shifting landscape of 2025
Platforms like Snapchat, YouTube, Instagram, and TikTok are incentivizing creators to produce longer, more engaging videos, allowing for richer storytelling and deeper audience engagement. Becky Owen, CMO of Billion Dollar Boy, reports that 72% of creators plan to increase long-form content production in 2025. Machine learning algorithms will play a more significant role in automating bid floor optimization and adapting to real-time market dynamics.
Nikita Bansal, CEO, highlights the benefits of these systems in improving competitiveness, scalability, and auction efficiency. Lastly, there is a growing demand for transparency and control in the ad tech industry. Publishers are increasingly adopting the Prebid solution to gain autonomy in their monetization strategies.
Frederic Liow, Chief Revenue Officer and Operations Officer, predicts a surge in publishers using white-label bidding solutions to collaborate directly with preferred partners and improve CPMs and fill rates. As the social media landscape continues to evolve, marketers and advertisers must stay attuned to these key trends to effectively navigate the challenges and opportunities that lie ahead in 2025.
