Stephen Faulkner, director of research and analytics at Forsman & Bodenfors New York, emphasized that "the social media landscape of 2025 will be a difficult place for brands to navigate, harder to monitor, and therefore less appealing to sink resources into," reflecting the growing complexity and fragmentation of social media that poses challenges for marketers.
According to Statista, social ad spend is expected to climb to more than $82 billion in 2025. This growth will see platforms like Facebook taking more than 80% of that spending, which indicates that even as ad dollars increase, their distribution will be increasingly fragmented.
Marketers are currently encountering increasing polarization and volatility in social media platforms, especially leading up to the 2024 presidential election, which informs their spending decisions and necessitates a cautious approach to emerging competitors.
Faced with ongoing changes in shopper habits, incoming tariffs, and the need to operate with tighter budgets, brands are focusing on performance marketing and prioritizing owned platforms over third-party social media to maintain effectiveness while controlling costs.
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