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Trends Subcategories Social Media

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  • Trend
    Theme
    Impact Areas
    Category
    Summary
    Report
  • Audience-Led Brand Education
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Brand strategy
    • Customer Engagement
    • Social Media Marketing
    • Brands & Advertising
    • Consumer Attitudes

    Consumers are actively shaping brand strategies and content, demanding authenticity and relevance in their online interactions.

    Ok Cool: Gatekeeping information is...
    Audience-Led Brand Education
    Consumers are actively shaping brand strategies and content, demanding authenticity and relevance in their online interactions.
    Impact Areas Brand strategy, Customer Engagement, Social Media Marketing
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Consumer Attitudes
  • Gen Z Activism Evolves
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Values-Driven Consumption
    • Brand marketing
    • Politics
    • Social Activism
    • Brands & Advertising
    • Consumer Attitudes
    • Culture

    Gen Z's approach to social issues is complex and nuanced, prioritizing action and impact over ideological labels.

    PION: Youth trends report 2024
    Gen Z Activism Evolves
    Gen Z's approach to social issues is complex and nuanced, prioritizing action and impact over ideological labels.
    Impact Areas Brand marketing, Politics, Social Activism
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection, Values-Driven Consumption
    Categories Brands & Advertising, Consumer Attitudes, Culture
  • Messaging Service Dominance
    • The Power of Community and Connection
    • Communication
    • Marketing
    • Social Interaction
    • Brands & Advertising
    • Business & Commerce
    • Digital Platforms

    Meta-owned messaging services, particularly WhatsApp, continue to dominate the market, with increasing daily usage and the emergence of new features like broadcast channels.

    OFCOM: Online nation 2024
    Messaging Service Dominance
    Meta-owned messaging services, particularly WhatsApp, continue to dominate the market, with increasing daily usage and the emergence of new features like broadcast channels.
    Impact Areas Communication, Marketing, Social Interaction
    Themes The Power of Community and Connection
    Categories Brands & Advertising, Business & Commerce, Digital Platforms
  • Cloud Storage Adoption
    • AI-Driven Transformation
    • Navigating Global Uncertainty
    • Collaboration
    • Data Storage
    • File Sharing
    • Business & Commerce
    • Data & Privacy
    • Digital Platforms

    Cloud storage services are becoming increasingly popular, with Google Drive leading the way, and a growing number of users accessing paid subscriptions for additional storage and features.

    OFCOM: Online nation 2024
    Cloud Storage Adoption
    Cloud storage services are becoming increasingly popular, with Google Drive leading the way, and a growing number of users accessing paid subscriptions for additional storage…
    Impact Areas Collaboration, Data Storage, File Sharing
    Themes AI-Driven Transformation, Navigating Global Uncertainty
    Categories Business & Commerce, Data & Privacy, Digital Platforms
  • Intuitive, Freestyle Cooking
    • Experiences Over Material Goods
    • The Power of Community and Connection
    • Food & Beverage
    • Publishing
    • Social Media
    • Culture
    • Digital Platforms
    • Food & Drink

    Consumers are moving away from strict recipes and embracing improvisation and experimentation in the kitchen, driven by social media platforms like TikTok.

    Nourish: 2025 food agriculture trend...
    Intuitive, Freestyle Cooking
    Consumers are moving away from strict recipes and embracing improvisation and experimentation in the kitchen, driven by social media platforms like TikTok.
    Impact Areas Food & Beverage, Publishing, Social Media
    Themes Experiences Over Material Goods, The Power of Community and Connection
    Categories Culture, Digital Platforms, Food & Drink
  • Reddit’s Rapid Social Media Rise
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Advertising
    • online communities
    • Social Media
    • Brands & Advertising
    • Consumer Attitudes
    • Digital Platforms

    Reddit experienced significant growth, overtaking X (formerly Twitter) and LinkedIn to become the fifth highest-reaching social media platform in the UK.

    OFCOM: Online nation 2024
    Reddit’s Rapid Social Media Rise
    Reddit experienced significant growth, overtaking X (formerly Twitter) and LinkedIn to become the fifth highest-reaching social media platform in the UK.
    Impact Areas Advertising, online communities, Social Media
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection
    Categories Brands & Advertising, Consumer Attitudes, Digital Platforms
  • Declining Trust in Online Benefits
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Digital Literacy
    • Mental Wellbeing
    • Social Interactions
    • Consumer Attitudes
    • Digital Platforms

    While internet usage remains high, trust in its societal benefits and the balance between online and offline lives is declining, particularly among younger demographics.

    OFCOM: Online nation 2024
    Declining Trust in Online Benefits
    While internet usage remains high, trust in its societal benefits and the balance between online and offline lives is declining, particularly among younger demographics.
    Impact Areas Digital Literacy, Mental Wellbeing, Social Interactions
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection
    Categories Consumer Attitudes, Digital Platforms
  • Mobile-First Internet Access
    • Experiences Over Material Goods
    • The Blurring of Physical and Digital Realities
    • App Development
    • Content Consumption
    • Mobile Commerce
    • Consumer Attitudes
    • Digital Platforms

    Smartphones continue to dominate internet usage, accounting for three-quarters of online time, with increasing app usage among adults 25+.

    OFCOM: Online nation 2024
    Mobile-First Internet Access
    Smartphones continue to dominate internet usage, accounting for three-quarters of online time, with increasing app usage among adults 25+.
    Impact Areas App Development, Content Consumption, Mobile Commerce
    Themes Experiences Over Material Goods, The Blurring of Physical and Digital Realities
    Categories Consumer Attitudes, Digital Platforms
  • Shifting Social Media Landscape
    • Authenticity and Transparency Reign Supreme
    • The Power of Community and Connection
    • Content creation
    • Influencer marketing
    • Social Media Marketing
    • Brands & Advertising
    • Consumer Attitudes
    • Digital Platforms

    While YouTube remains the most popular social media platform, TikTok and Snapchat are gaining traction among younger demographics, while X (formerly Twitter) experiences a decline.

    OFCOM: Online nation 2024
    Shifting Social Media Landscape
    While YouTube remains the most popular social media platform, TikTok and Snapchat are gaining traction among younger demographics, while X (formerly Twitter) experiences a decline.
    Impact Areas Content creation, Influencer marketing, Social Media Marketing
    Themes Authenticity and Transparency Reign Supreme, The Power of Community and Connection
    Categories Brands & Advertising, Consumer Attitudes, Digital Platforms
  • Omni-Retail Transformation
    • AI-Driven Transformation
    • The Blurring of Physical and Digital Realities
    • The Power of Community and Connection
    • E-commerce
    • Retail Strategy
    • Social Media Marketing
    • Brands & Advertising
    • Business & Commerce
    • Consumer Attitudes

    The retail landscape is evolving rapidly, with the rise of social commerce, retail media networks, and changing online shopping habits.

    Nielsen: Guide to 2025 mid-year...
    Omni-Retail Transformation
    The retail landscape is evolving rapidly, with the rise of social commerce, retail media networks, and changing online shopping habits.
    Impact Areas E-commerce, Retail Strategy, Social Media Marketing
    Themes AI-Driven Transformation, The Blurring of Physical and Digital Realities, The Power of Community and Connection
    Categories Brands & Advertising, Business & Commerce, Consumer Attitudes
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