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Social media has come a long way since the early days of Facebook and Twitter. In 2025, the landscape is more dynamic, more fragmented—and more powerful—than ever. For businesses, keeping up with where your audience is spending their time is essential. But with so many platforms vying for attention, which ones really matter now? At Franklin Web, we keep our clients ahead of the digital curve. Here’s our breakdown of which social platforms are making waves in 2025 and how businesses can make the most of them.
TikTok: Still the King of Short-Form Video
Despite predictions of burnout, TikTok has held strong as the go-to platform for short, impactful videos. With over 2 billion users globally, it continues to influence trends, shape consumer behaviour, and drive purchasing decisions—especially among Gen Z and younger Millennials. The key to TikTok in 2025? Authenticity and education. Businesses that deliver quick tips, behind-the-scenes glimpses, or relatable storytelling are seeing the best results. AI-powered content tools also help brands generate video ideas, captions, and even auto-edit clips, making content creation more efficient than ever.
Instagram: Evolving into an eCommerce Hub
Instagram remains relevant by constantly evolving. In 2025, it’s firmly established as a visual storefront, especially for product-based businesses. With improved in-app shopping, AI-driven recommendations, and advanced augmented reality (AR) filters, it offers users a rich, immersive experience. Reels continue to dominate, but carousel posts and stories still have value for engagement and community-building. For service-based businesses, showcasing client work, before-and-after transformations, and expert advice via stories helps maintain visibility.
LinkedIn: The Professional Network, Reinvented
LinkedIn has experienced a resurgence. In 2025, it's more than just a recruitment platform—it's a space for thought leadership, community building, and B2B networking. The rise of micro-content and personal storytelling has humanised LinkedIn feeds. AI tools now assist professionals in drafting posts, analysing engagement, and refining outreach. Businesses offering services—like Franklin Web—can use LinkedIn to share client success stories, behind-the-scenes insights, and expertise to build trust and authority.
YouTube: Long-Form Video Makes a Comeback
While short-form dominates much of the web, YouTube’s strength in long-form content remains unmatched. Podcasts, tutorials, and deep-dive reviews perform particularly well. In 2025, YouTube’s integration with AI has improved discoverability. Smart tagging, auto-transcripts, and multilingual captioning make it easier to reach global audiences. Brands with the resources to create value-driven content (even in 5–10 minute formats) are being rewarded with strong community engagement and brand loyalty.
Threads & X (formerly Twitter): Niche but Valuable
Meta’s Threads and Elon Musk’s X have found their footing with more defined roles. Threads appeals to creators and communities looking for a lighter, text-driven alternative, while X has leaned into real-time news, crypto, and tech discourse. These platforms aren’t for everyone, but if your brand has a clear voice or you operate in a fast-paced industry, they can still offer value. In 2025, AI-assisted posting and content scheduling tools make maintaining a presence more manageable, even on niche platforms.
Facebook: Still Relevant in 2025? Absolutely.
While newer platforms dominate the headlines, Facebook continues to be a powerhouse—especially for businesses targeting Millennials, Gen X, and older demographics. In 2025, it's less about viral posts and more about community, trust, and targeted engagement. Facebook Groups remain strong, offering a space for niche communities to thrive. Businesses using Groups to build loyalty and provide value-driven content are seeing stronger customer retention and brand advocacy. Meta’s AI-enhanced ad platform also makes Facebook a top contender for paid campaigns. With improved targeting, predictive insights, and automated content optimisation, Facebook Ads remain a cost-effective way to reach qualified leads.
The Takeaway: Focus on What Works for You
With the abundance of platforms in 2025, the key isn’t to be everywhere—it’s to be where your audience is and to show up with consistent, valuable content. At Franklin Web, we help businesses like yours cut through the noise with tailored social media strategies, AI-enhanced content planning, and hands-on support. Whether you’re just starting out or looking to scale your digital presence, we’ll guide you to the right platforms with the right approach. Need help building your 2025 social media strategy?