January 18th, 2025, was a darkish day for a lot of in america.
TikTok was banned, sending manufacturers and customers into turmoil — after which it resurrected about 12 hours later. The social media saga spanned years, beginning in 2020, and held the eye of worldwide audiences, solely to be extra smoke than fireplace (a minimum of for now). And that’s only one instance of how briskly social media strikes.
I actually knew the ban wouldn’t stick, however even with over a decade of digital advertising expertise underneath my belt, I can’t say the whole lot about social media is that simple for me to foretell. Thankfully for each of us, we don’t need to go at this alone.
Just lately, HubSpot surveyed 1,100+ social media professionals to get data-backed perception into what developments are on the rise, what methods are working, the place fellow entrepreneurs are investing, and the place you would possibly need to as nicely. Listed below are a few of the largest findings we uncovered.
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Desk of Contents
1. Continued Rise of Micro-influencers
In 2025, entrepreneurs are seeing extra success collaborating with small influencers (these with fewer than 100,000 followers) than bigger ones. This pattern is constant in each our Social Media Traits and State of Advertising and marketing studies for this yr — and I’m not stunned.
“Influencer” and “creator” are extra established professions now, and follower numbers are reaching the tens of millions. As massive influencers scale, the extent of engagement and connection shoppers reply to are tougher to come back by.
Area of interest influencers, nevertheless, are much less more likely to face these issues. The audiences of nano, micro, and macro influencers are nonetheless small and mighty, delivering the credibility, group, engagement, and cost-effectiveness that entrepreneurs…