Social media iis evolving. That’s the big social media marketing trend showcased in 5 Charts that Explain the New Era for Social Media, by Sara Lebow, published by eMarketer. If you’re still running the same ad campaigns and following the same strategies as last year, it’s time to rethink. The landscape is shifting, and smart marketers need to keep up.
This report offers some eye-opening insights, and I want to highlight a few key ones that should inform your marketing decisions going forward.
Let’s start with the clear fact that social is non-negotiable for reaching under-40 audiences. There’s a lot of focus on Gen Z, but millennials are still a massive part of the social media ecosystem. According to the report, millennials account for 30% of all social media users in the U.S., while Gen Z is catching up fast at 24.7%.
The key insight? If you’re trying to reach anyone under 40, social media must be part of your marketing strategy. It’s not an option—it’s essential. Yes, Gen Z uses social differently (think TikTok, Stories, and a strong dislike for traditional ads), but millennials are engaging with ads and influencers. Marketing and communications professionals need to understand how both groups behave on social how they differ.
TikTok is Essential—But Approach It Differently
One of the most telling stats in the eMarketer report is that TikTok will surpass Facebook in total minutes spent per day by U.S. adults in 2025. TikTok isn’t just a platform—it’s a cultural force! But that doesn’t mean you should run the same kind of ads you do on META.
TikTok users want authentic, storytelling-driven content—not traditional ads. If you’re going to invest in TikTok, skip the ad campaigns and instead focus on sponsored posts and influencer collaborations. Work with creators who can naturally integrate your brand into their content in a way that feels real and authentic.
One word of caution: TikTok’s future in the U.S. is still up in the air. There’s talk of a potential ban, but Oracle is reportedly finalizing a deal to keep it running. So, while TikTok is essential, proceed with caution.
The report also shows that although META may not be the hot new thing, it still dominates digital ad spend. Despite users spending only 7.6 percent of their digital time on META platforms, advertisers allocate 19.5 percent of their budgets there. Why? I think it’s a force of habit in some cases, but also because it’s cost-effectiveness.
The META Ecosystem Is Huge
META’s ecosystem is larger than many people think. It includes Facebook, Instagram, Messenger, WhatsApp, and Threads, offering multiple ways to engage users across different experiences. Ads don’t just stay within META’s apps—they follow users across their digital footprint, making them one of the most effective ad platforms in the world.
META ads remain one of the best value-for-money options in digital marketing. But don’t fall into the trap of relying only on META just because it’s familiar. Use data, not just your gut instinct, to make ad spending decisions. Experiment with platforms like TikTok and YouTube, even if you’re hesitant.
Another interesting insight from the eMarketer report is that the growth in influencer marketing is outpacing digital ads. This trend is being driven largely by TikTok, but the reality is, people trust people more than they trust brands. Running traditional ads isn’t enough anymore—marketers need to invest in real, authentic voices.
But here’s the challenge: influencer marketing isn’t cheap. Some influencers charge $10,000+ per post. If you’ve got a limited budget, I wouldn’t recommend sinking it all into one or two posts—that’s way too risky. Instead, look at building long-term relationships with smaller, niche influencers who can create multiple posts over time. The key is finding influencers whose audience aligns with your brand—not just going for the biggest name.
Threads Isn’t Dead—And Brands Are Thriving There
The eMarketer data shows that Threads had a huge launch, followed by a massive drop in daily active users. But that stat doesn’t tell the whole story, in my opinion. Disillusioned X (formerly Twitter) users are migrating over, and brands that actively engage in conversations—not just post—are seeing real success.
Because there are no ads on Threads (yet) and the algorithm still allows for organic reach, it’s a great place for brands to build awareness. It’s not that difficult to go viral if you post the right content at the right time. The brands that are thriving on Threads are the ones that embrace conversation and community rather than pushing promotions. A few standouts include:
- Wendy’s – known for its snarky brand voice, Wendy’s quickly built a following on Threads by jumping into trending conversations and engaging in playful banter. This helped them organically maintain brand visibility.
- Netflix – instead of promoting shows in a traditional way, Netflix leans into humour and interactive posts. They ask fun, meme-driven questions that invite engagement, making their content feel native to the platform.
- Transportation Security Administration – a masterclass in engaging, informative, and often hilarious social media. By blending travel tips with witty, meme-worthy content and behind-the-scenes insights, they’ve built a highly interactive community while reinforcing important security messaging in a way that actually gets people to pay attention.
Threads is proving that text-based platforms still have a place. Users enjoy the simplicity of text communication, and there’s a lot of creativity in wordplay and conversational engagement. Brands that understand this will have an advantage.
The Best New Era Insight
The biggest takeaway from the eMarketer report is the social media landscape is constantly changing. What worked last year might not work today. The key to success? Keep an open mind, be willing to experiment, and use data—not assumptions—to guide your marketing strategy.
Test new platforms. Try new content formats. See what works and be ready to pivot when things change. As social media enters a new era, the marketers who thrive will be the ones who adapt.
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