This article was published on the site of Eleytheros Typos on Friday 21/02/2025

Social media is now an integral part of digital marketing because of its direct link to online campaigns. However, the world of social media is dynamic and shows a constant evolution through time. What was effective until recently may no longer be effective today, and what was effective today may be outdated tomorrow.

Users’ habits are constantly changing and within this ever-changing environment, platforms are being refreshed or passing into oblivion as new ones make their appearance in the digital space. These changes affect both user behaviour and the way they interact with social networks. As a result, marketing professionals are challenged to adapt their strategies to continue to reach their audiences effectively.

In this context, it becomes imperative to adapt to social media trends. It is becoming apparent that it is now vital for marketers to keep abreast of social media developments. This ensures that they have the right tools, the most up-to-date strategies and the most appropriate skills to achieve the best possible results.

The digital detox trend

Today, the number of social media users worldwide stands at 3.48 billion, up 9% year-on-year. This translates to approximately 45% of the global population using social media. While the increase in users provides new opportunities for businesses, a new trend is emerging that is changing the landscape.

More and more people are choosing to reduce or discontinue their use of social media by deleting apps and profiles. This behaviour is reflected in the decline in users of certain platforms, such as Facebook, while others, such as Instagram, continue to grow.

The reasons that lead users to this decision are varied and the causes vary. Many feel overwhelmed by the incessant flow of information and believe that social media is negatively affecting their mental health and lifestyle. Others are distancing themselves due to a lack of trust in the platforms, fearing for their personal data or because of the spread of false news.

The importance of building communities on Social Media

A key factor that determines a business’s successful presence on social media is the quality of the relationship it develops with its audience.

Widely publishing content that interests a large portion of the audience is important, but it is not always enough. Businesses need to encourage interaction by creating real communities, rather than relying solely on likes and shares.

Many companies have a large number of followers, but interaction with their audience is minimal. In contrast, brands that invest in creating connections with their users manage to increase engagement and influence.

The role of social media influencers and word-of-mouth marketing

One of the benefits of community building is the enhancement of word-of-mouth marketing, which is expected to be one of the dominant strategies in social media for 2025.

Communities enable businesses to engage with micro-influencers who are already advocates and can convey authentic experiences and opinions about their products and services.

Influencers have established themselves as a key element of social media strategy, bringing significant value to brands, particularly when they advertise through the Instagram platform. However, consumer attitudes towards a large portion of them are changing.

Many users tend to hold a cautious attitude towards celebrity influencers, as they feel that they are not always authentic and honest about the product they are advertising. At the same time, for businesses, working with big influencers is often costly and does not always have the desired effect.

Conversely, individuals with a smaller but more engaged community, known as “micro-influencers”, are steadily gaining ground against the competition. Users tend to trust their recommendations more, as they are seen as more approachable and authentic.

61% of consumers trust the recommendations of friends and family more than the opinions of celebrities.

Leveraging micro-influencers and developing strong communities offers businesses greater influence over their target audience at a lower cost and with more effective results.