It’s true that the pace of change and growth can be quite fast, and marketers know this very well. Well, the digital market has been going through significant growth in the last couple of years.
Actually, if you look at a recent report by Grand View Research, you’ll see that the global digital advertising market was valued at $488.4 million in 2025, up from $277 million in 2020. This report goes on to state that this market is estimated to grow at a CAGR of 15.4% between 2025 and 2030 to reach $1.159 billion.
Now, you see, there are a number of social media trends that have been taking over the market, making it even more efficient and profitable. Let’s say SEO, for example. The use of keyword generator tools has increased the efficient analysis and identification of relevant keywords to use in SEO strategies.
Now, it has become even simpler for businesses to identify the phrases that customers are most likely to use when searching for certain information, helping the sites to tailor their content for the right audience. This helps increase website traffic, resulting in more potential clients and, ultimately, more profits.
Social Media and Social Media Trends
You don’t have to look closely to understand that social media, along with social media marketing tools, is one of the biggest players in digital marketing. We are talking about YouTube, TikTok, Instagram, LinkedIn, and all those other platforms you know.
If you don’t believe it, a recent survey by Statista on marketers around the world shows that 84% of them attribute more business exposure to social media. In addition, 73% said it increased traffic to their websites, and 65% mentioned increased lead generation. Now, you can just tell that social media is no small deal in this whole market.
But now, what are the things that have been going on in these platforms that are gaining the attention of marketers?
The Battle Between Real-Time Platforms
To start with, the battle between real-time platforms has been hot. X has been declining in popularity, and we can all tell. Actually, according to Emarketer analysts, between 2022, when Twitter was acquired by Elon Musk and 2025, the platform might have lost at least 7 million active users in the US. This is quite huge if you asked us!
Now, in place of X, two platforms are quickly gaining popularity: Threads and BlueSky. People are leaving X in huge numbers, reporting low engagement, poor content and issues of moderation as the main problems.
Let’s first talk about BlueSky. Created by X’s previous CEO, Jack Dorsey, BlueSky was initially a research initiative at Twitter but became an independent company in 2021. After changing ownership in 2022, Twitter cut ties with BlueSky. The main aim of this platform is to attract users who esteem niche communities, content control and ad-free spaces.
However, even though there has been so much attention paid to BlueSky, the platform has only 24 million global users. However, according to Founder of Avocado Social, Alison Battisby, the platform has the potential to become big in the coming years.
Now, with Threads by Meta, the story is a little bit different. This came as pure competition to the X platform. Just 7 hours after its launch, the platform had gathered around 10 million users. As if that’s not enough, in just a week, the platform has approximately 100 million users.
How insane! Currently, Threads boasts over 275 million users, more than ten times that of BlueSky. Well, according to Alison Battisby, Threads is unleashing various features almost daily and working hard to be a worthy X competitor.
The Rise in EGC (Employee-Generated Content)
One of the most powerful strategies being used by companies is employee advocacy. In this day and age, employees in different companies are stepping up to be the face behind their employer’s social media accounts. We are talking about day-in-the-life videos and fit checks. In short, employees are the new social media influencers.
This trend has been going on LinkedIn, the perfect social network for business content. In 2025, LinkedIn aims to surpass 800 million users, a feat that is actually possible. In fact, Peter Murphy Lewis says that this platform is the most underappreciated and underutilized platform.
Now, back to EGC, the reason why it is becoming really popular is the fact that it shows the real stories of people working in an organization. Now, what this does is that it helps build brand loyalty by being as transparent as possible. If there is something that consumers value, it is a company that is completely transparent. Actually, Forbes reports that 94% of customers are more likely to be loyal to a transparent brand.
EGC is now moving from just LinkedIn to TikTok, Instagram, and growing YouTube channels. And mark you, we are not talking about silly TikTok dances or prank videos; we mean about authentic behind-the-scenes videos. Actually, brands like Poppi and Mejuri have taken to TikTok to show spontaneous moments inside business premises.
And, in fact, you’ll realize that most of the content has nothing to do with the products the company offers, just life inside the company. This connection helps customers bond more with their beloved brands, something that traditional influencer marketing can’t achieve.
Wrapping Up
As you can already tell, digital marketing is one of the most essential marketing tools in 2025. To be specific, the use of social media has been instrumental in companies increasing their sales and building exposure. In the coming days, you can be sure that this influence is not going to go down—even as more social media trends take over the market.
