Social media has transformed into a battleground where authenticity is the ultimate power play. Political instability, change in online governance, the seismic rise of AI content, unpredictable platform changes and a flood of noise have forced everyone - brands, creators, even you – to rethink what being “social” truly means.
expect the unexpected
2025 is about standing out, being bold, and making a real impact. Whether through ethical AI, creator partnerships, or disruptive storytelling, brands must embrace change, prioritise credibility, and most importantly - make people care.