Social media is constantly evolving, and as we approach 2025, industry experts are sharing their predictions for the coming year. One area receiving significant attention is the role of AI in social media marketing. While generative AI is transformative, it is not expected to result in computers that can think independently, despite some overblown claims.
AI’s impact on social media is likely to be more measured than many anticipate. Meta, the largest social platform globally, is making a substantial commitment to generative AI. After focusing on the metaverse, Meta is now aiming to lead the AI race by incorporating AI tools into its platforms.
These tools, so far, hold little tangible benefit for its social apps designed for human interaction. Nevertheless, Meta is keen to integrate AI-driven content creation, promoting use cases like AI-generated imagery and automated assistance for content creators. In 2025, Meta aims to build anticipation for its AR glasses by introducing new AR experiences linked to its apps, such as Try On features for products and interactive furniture placement options.
For VR, Meta is exploring combined VR and non-VR gaming experiences, developing more realistic and customizable digital avatars, and expanding avatar-based interactions.
Meta’s evolving AI strategy
These initiatives are part of Meta’s broader vision for increased digital integration, even for users who do not own VR hardware.
Meta has seen notable engagement increases due to its focus on short-form video content, much like TikTok. Users can expect more AI-recommended Reels on their feeds, as Meta leverages these clips to drive engagement. Video will remain a central component of Meta’s strategy, with potentially expanded features and more video content creation encouragement coming in 2025.
Meta’s AI-driven Advantage+ systems continue to outperform manually targeted ads, thanks to in-app performance data and improved targeting algorithms. Advertisers may increasingly rely on generative AI for campaign optimization, from creative content to audience targeting and budgeting. While not as prominent as other platforms, Instagram has carved a niche as a versatile social media platform, enabling varied engagement methodologies.
Its role might change as it too could adapt more comprehensive AI and video content strategies going forward. In summary, social media in 2025 will see a strengthened focus on AI-driven content and advertising, advanced AR and VR integrations, and an intensified push on short-form video content. Platforms like Meta will continue to innovate, striving to align new technologies with user engagement needs and market trends.
