Social media trends your business cannot afford to ignore

Social media trends and changes happen at an extremely fast pace, which can seem overwhelming if you’re not prepared.

Social Media can be a fantastic cost-effective way to grow sales for your business, but it does require some diligence and a willingness to stay ahead of the curve - which is what I'll be helping you with today!

First, some fast facts about Social Media today:

• There are now 2.5 Billion social media users

• Social Media has gone mobile – more users now access their social platforms directly from their mobile phones

• Businesses can no longer afford to ignore social customer service

• Organic reach and referral traffic has plummeted

• Video remains the most popular content type

These shifts highlight some of the most important social media trends shaping the way businesses connect with their audiences today.

So what does this all mean for your business?

It means there’s a great market opportunity, right within reach! Let’s explore each of these emerging social media trends in more detail.

5 Social Media Trends Your Business Cannot Afford to Ignore

There are now 2.5 billion social media users, and social media has become one of the best ways for an online business to reach its target audience—thanks to both the sheer size of the user base and the ever-evolving social media trends that offer more precise targeting opportunities.

The number of users has risen steadily—from 2.46 billion in 2017 to a predicted 3 billion+ by 2021—highlighting just how quickly social media trends continue to shape the digital landscape.

Social media allows businesses to reach a large volume of customers either for free through organic posts or via paid campaigns like Facebook Ads. As each platform continues to grow, so does the amount of data available—empowering businesses to fine-tune their audience targeting and campaign strategies with greater accuracy.

This presents a huge opportunity and completely levels the playing field. Whether you're a large corporation or a small start-up, you're accessing the same users and the same platforms. The only difference is the amount of time, creativity, and budget you're willing to invest. And as I’ve mentioned in previous blog posts, you can absolutely see strong results even with minimal spend.

Here’s a snapshot of the main platforms shaping today’s social media landscape:

• Facebook: 2.07 billion monthly active users

• Instagram: 800 million monthly active users

• Twitter: 330 million monthly active users

• LinkedIn: 500 million members

• Pinterest: 200 million monthly active users

• Snapchat: 178 million daily active users

Social Media has gone mobile

The use of smartphones has grown rapidly, and recent studies reveal that most of us even use our smartphones while watching TV. One of the biggest social media trends in recent years is the shift toward mobile-first usage—making it more important than ever for online businesses to prioritise the mobile user experience.

More and more people are accessing social media through their phones, so businesses can no longer turn a blind eye or throw mobile optimisation into the “too hard” basket. It’s essential to meet your audience where they are—and increasingly, that’s on mobile.

Also, keep in mind mobile-first platforms like Instagram, which are designed specifically for mobile users and continue to offer a better experience on phones than desktops. Staying aligned with these evolving social media trends will ensure your brand stays visible, relevant, and engaging.

2025 is the year to fully embrace mobile-first content.

Here are a couple of quick tips for mobile-friendly design:

• Use the recommended image sizes for each platform

• Create square or vertical content to maximise screen space on mobile (rather than using landscape images)

Businesses can no longer afford to ignore social customer service

One of the most important social media trends shaping consumer behavior today is the expectation for fast, personal, and accessible customer service—right on social platforms.

Here are some key facts to consider when it comes to your business and social customer service:

• 56% of customers would prefer to message than call

• 61% enjoy receiving personalised messages from businesses

• Over 50% prefer shopping with businesses they can message directly

Facebook has made social customer service even easier with tools like Click-to-Messenger Ads, Click-to-WhatsApp Ads, and several enhancements to their native messenger features. These updates reflect current social media trends, making it clear that customer communication is shifting toward instant, platform-based interactions.

Customers today WANT to connect with you via social media. They want fast answers, personalised service, and the reassurance that the business they’re supporting is responsive and accessible where they already spend their time—on social platforms.

Need more incentive?

• 70% of customers are more likely to buy from you

• 75% are more likely to share a positive experience on their own social media

• 73% will tell their friends about it

So… what are you waiting for?

Organic reach and referral traffic has plummetted

Facebook introduced changes to its algorithm to prioritise posts from friends and families over businesses which have drastically impacted the organic reach of business posts. So if you have noticed a decline in your post-performance, rest assured, this was felt across the globe!

Referral traffic has also declined as a direct result. When people are no longer seeing your post content, then they are no longer clicking, which impacts the volume of traffic heading to your website. For some businesses, the decline was almost half.

Does this mean you stop posting organic content? In a word, no!

What it does mean is rethinking the focus and goal of organic content. Where possible, use organic posts as an opportunity to build engagement, share your brand story, and consider it part of your larger brand building strategy.

Video remains the most popular content type

Social media has seen an increase in the performance of video for the past two years, and 2018 will see that trend continue.

Facebook has been very kind to video and in general, I notice twice the engagement on video compared to other posts. This presents a fantastic opportunity for online business owners.

With the introduction of Facebook and Instagram live videos and stories, 2018 may well just be the year of the video. Thanks to these features, businesses can now incorporate more candid, raw, or behind the scenes video into their content strategy, alongside more polished high-end video - and see great results from both!

There has been a great success for many brands ONLY sharing user-generated content, or content shot on a smartphone - no editing, no hair and makeup, just video showing real-time behind the scenes action. Super powerful for building a connection with customers.

If you are not already using video consistently on social media, I encourage you to try. Video can include animated slideshows if you are feeling particularly shy - but a video that tells a story or paints a picture of your customer is ideal!

As social media continues to grow and the platforms introduce new features and support for businesses, the opportunity for online businesses becomes more exciting!

My hope is these trends allow you to stay ahead of the curve as you continue to grow and build your social media brand presence.

Already on social media?

• What other social media trends have you spotted?
• What is working well in your business? Or what have you noticed shifting?

I'd love to hear from you - contact me here.