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In today’s rapidly evolving digital landscape, social media marketing is shifting toward social-first content, immersive metaverse experiences, and the increasing use of social platforms as search engines. On the latest episode of the No Normal Show, host Stephanie Wierwille is joined by experts Mollie Cook, Director of Social Media, and Kara Fox, Senior Social Strategist, discuss the trends shaping 2025 and share actionable insights for brands looking to stay ahead.

Trend 1: The Evolution of Social-First Marketing

Social-first marketing isn’t new, but the landscape is evolving. In 2025, social users are expected to surpass TV viewers, spending over 2.5 hours per day on platforms. So, what does “social-first” mean now? It’s about designing content specifically for social media, making it attention-grabbing, shareable, and tailored to user behavior.

Mollie’s Take: “Social-first means creating content with the social channel and audience in mind from the start. It’s not an afterthought. You can’t just resize a TV ad and post it on Instagram. Authenticity matters.”

Actionable Insights:

• Think of each platform as its own planet, with unique ways users engage with content.
• Embrace video content that feels organic and user-made, particularly for platforms like TikTok.
• Optimize video length (8-15 seconds) and convey the main message within the first 3 seconds.

Trend 2: The Metaverse Roller Coaster

The metaverse was all the rage a few years ago, but its hype has faded—until now. Meta recently unveiled a prototype for its new AR glasses, Orion, signaling that the metaverse may be making a comeback. But what does this mean for marketers?

Kara’s Perspective: “Marketers should view the metaverse as an evolving opportunity. However, the real takeaway isn’t about jumping into the latest tech but rethinking our approach to content creation. I call it the ‘content verse’—where everything in our lives can be content.”

What Marketers Should Do:

• Focus on everyday moments as content opportunities. Your “ordinary” can be your audience’s “extraordinary.”
• Empower teams to capture raw, authentic moments that showcase behind-the-scenes stories.
• Use wearable tech and AI as tools to extend content creation capabilities, making your audience feel like insiders.

Trend 3: Social as the New Search

Gen Z and Gen Alpha are reshaping search behaviors, turning to platforms like TikTok and Instagram instead of traditional search engines. In fact, users aged 16-34 are more likely to seek brand information on social channels than anywhere else. This shift is transforming how brands approach social and search.

Mollie’s Insight: “TikTok recently launched a feature allowing marketers to use Google keywords to target ads directly in the search results. It’s exciting because it allows us to reach users at the exact moment they’re searching for solutions.”

Kara’s Tips: “Creating content optimized for search involves more than just captions. Think about copy in closed captions, thumbnails, and keywords. Evergreen topics like health tips can have long-term impact, appearing in search results long after being posted.”

Key Takeaways for 2025

1. Adapt Content for Platform Nuances: Understand the culture and style of each platform, and create content that fits naturally.
2. Leverage Everyday Moments: Don’t over-engineer your content; instead, find stories in the ordinary and bring audiences closer.
3. Optimize for Social Search: Incorporate SEO principles into your social strategy. From captions to thumbnails, every element should be optimized for discovery.

As we head into 2025, social media marketing continues to shift and grow. Brands that stay agile and focus on authentic, platform-specific content will lead the way. Want to create a game-changing campaign? Contact the BPD team at nonormal@bpdhealthcare.com and start pushing boundaries today.