Which social media platforms should we use?
By 2025, social media platforms like TikTok, LinkedIn, Instagram, and YouTube Short Videos will dominate digital strategies. TikTok, for example, generates 84% more views than Instagram Reels . LinkedIn, with its 1.5 billion profiles, offers a qualified audience for educational content. Short videos, which could account for 90% of global video traffic , capture attention and increase engagement. It's essential to determine which social media platforms to focus on to maximize your reach. You should also explore Pinterest for visual inspiration and decentralized platforms for authentic interactions. Adopting strategies tailored to these platforms will allow you to maximize your impact and meet user expectations.
Key points and which social networks to position yourself on
In 2025, use TikTok, LinkedIn, Instagram and YouTube Shorts to reach more people.
Small communities and authenticity are very important. Work with smaller influencers to build close relationships.
Create immersive content such as augmented reality (AR) and virtual reality (VR) to engage your audience.
Use artificial intelligence (AI) to make your campaigns unique and better share your content.
Try decentralized and Web3 platforms to provide secure and special experiences for your users.
General trends regarding which social media platforms to position oneself on
Authenticity and micro-communities
By 2025, users and social media platforms will be seeking greater authenticity. Micro-communities, composed of small, engaged groups, are becoming prime spaces for meaningful interactions. Unlike large audiences, these communities allow brands to forge more personal connections with their target audience. For example, micro-influencers, with between 1,000 and 20,000 followers , exhibit higher engagement rates than macro-influencers. Their ability to interact directly with their audience makes them particularly effective for targeted campaigns.
Brands are adopting a more human approach by collaborating with these micro-influencers. This allows them to meet consumer expectations, who now prioritize genuine content and authentic interactions. You can therefore leverage these micro-communities to reach specific segments and strengthen brand loyalty.
Tip: Focus your efforts on small-scale, but high-impact campaigns to maximize your return on investment.
The rise of immersive content (AR/VR)
Immersive technologies like augmented reality (AR) and virtual reality (VR) are transforming the user experience and influencing which social media platforms to use. These tools enable the creation of interactive and memorable content that engages multiple senses simultaneously. A recent study shows that immersive experiences increase information retention by up to 75% , compared to just 10% for traditional methods. This presents a unique opportunity for brands to strengthen brand recall among consumers.
Platforms like Instagram and Snapchat already integrate AR filters, while innovative brands are using VR to offer virtual tours or product demonstrations. By 2025, this type of content will become essential for capturing users' attention and standing out in a saturated digital landscape.
Note: Investing in AR and VR may seem expensive, but the benefits in terms of engagement and loyalty more than justify this investment.
The impact of AI on content creation and distribution
Artificial intelligence (AI) is revolutionizing how content is created and distributed, and which social media platforms to use. By 2025, nearly 50% of published content could be generated by AI tools, such as advanced language models. These technologies enable the rapid production of personalized text, videos, and visuals, reducing creation time by up to 80% . For example, companies are already using AI to analyze user preferences and tailor their campaigns accordingly.
However, AI isn't limited to content creation. It also plays a key role in content distribution. AI-powered algorithms identify the ideal times to publish and target the most relevant audiences. This not only improves engagement but also the return on investment for advertising campaigns.
Tip: Combine AI with a human touch to ensure your content remains authentic and aligned with your brand values.
The rise of decentralized platforms and Web3
Decentralized platforms, based on Web3 technologies, are redefining the digital ecosystem. Unlike traditional social networks, they offer users greater control over their data and interactions. By 2025, these platforms are attracting a growing number of businesses and creators looking to break free from centralized models.
More than 25% of companies will invest in Web3 technologies by 2026.
The Web3 market could reach $800 billion by 2027.
NFTs (non-fungible tokens) generated over $40 billion in trading volume by 2025.
Decentralized applications (dApps) are experiencing annual growth of 150%.
These figures show that decentralized platforms and the social networks they position themselves on are not just a passing trend, but a lasting transformation. As a brand, you can explore these spaces to create unique and seamless experiences. For example, NFTs allow you to build audience loyalty through exclusive content or digital rewards. dApps, meanwhile, facilitate direct and secure interactions with your users.
Tip: Test initiatives on platforms like Lens Protocol or Mastodon to understand how they can enrich your digital strategy.
The dominance of short videos and Social SEO
Short videos continue to dominate the social media landscape. They capture attention quickly and fit perfectly into users' viewing habits. TikTok, Instagram Reels, and YouTube Shorts have become search engines in their own right, especially for younger generations.
41 % Some TikTok users use the platform as a search engine.
This figure reaches 64% among Generation Z, showing a massive adoption of short videos for search.
The importance of video in marketing strategies continues to grow. It significantly improves conversion rates, making it an essential tool for brands. By 2024, videos and podcasts had begun replacing traditional text-based content. By 2025, search engines were prioritizing multimedia content, further solidifying the importance of video in SEO.
Create videos optimized to answer your audience's frequently asked questions.
Incorporate relevant keywords into descriptions and subtitles to improve your visibility.
Tip: Adopt a "Social SEO" approach by combining short videos and search engine optimization. This will allow you to maximize your reach and attract a qualified audience.
Analysis of specific platforms: Which social networks to position yourself on?
TikTok has become an essential player for reaching younger generations. The platform stands out for its ability to generate exceptional virality thanks to its short, engaging videos. Challenges, music trends, and creative content captivate users' attention, often for several hours a day. You can leverage this momentum to maximize your brand's visibility.
Platform | Scope (%) | Commitment (%) | Conversion (Clicks/Traffic) | flagship format |
|---|---|---|---|---|
TikTok | +70 | +84 (vs IG Reels) | AVERAGE | Short videos/challenge |
Data shows that TikTok generates 84% more views than Instagram Reels . Furthermore, its average view count has increased by 71%. These figures illustrate the unique opportunity TikTok offers to capture the attention of younger generations. By integrating authentic and interactive content, you can boost engagement and drive conversions.
Tip: Create short videos and participate in popular trends to maximize your reach on TikTok.
LinkedIn: B2B and Educational Content
LinkedIn remains the leading platform for professionals and B2B companies. It offers an ideal environment for sharing educational content and generating quality leads. Unlike other social networks, LinkedIn attracts a qualified audience with high purchasing power. You can share articles, case studies, or webinars to establish your expertise.
Purchase intent increases by 33% after exposure to an advertisement on LinkedIn.
40% of B2B marketers consider LinkedIn to be the best channel for generating leads.
The cost per lead is 28% lower than that of Google Ads.
82% of companies report successes with their advertising campaigns on LinkedIn.
LinkedIn users have twice the purchasing power of audiences on other platforms.
LinkedIn Message Ads, for example, boast an average open rate of 50%, significantly higher than traditional emails. This performance makes LinkedIn a powerful tool for achieving your B2B marketing objectives.
Tip: Regularly publish educational content and use targeted ads to maximize your results on LinkedIn.
Instagram continues to dominate the social media landscape, thanks to its Reels and its growing role in social commerce. Short videos, like Reels, generate 30% more engagement than static visuals. You can use this format to promote your products or services in a creative and interactive way.
90% of users follow brands on Instagram, which shows their interest in commercial content.
Short videos encourage interaction with brands and increase conversions.
Instagram capitalized on the popularity of Reels, contributing to the rise of social commerce.
In 2025, Instagram remains a key platform for brands looking to combine visual inspiration and commerce. You can leverage its features, such as integrated shops, to offer a seamless shopping experience to your customers.
Note: Incorporate calls to action into your Reels to encourage users to explore your products or services.
YouTube Shorts: The Power of Short Videos
YouTube Shorts is revolutionizing how short videos are consumed. Unlike TikTok, where trends quickly disappear, Shorts enjoy exceptional longevity. Videos can generate millions of views over several weeks and even reappear months later. This unique dynamic offers a valuable opportunity to maximize the visibility of your content.
Short videos on YouTube Shorts remain relevant for longer, increasing their viral potential.
YouTube recommendation cycles allow creators to reach a wider audience over an extended period.
To leverage this power, adapt your content strategies. Create engaging videos that meet your audience's needs while capitalizing on the platform's distinct viral cycles. By 2025, YouTube Shorts will become an essential tool for brands looking to effectively position themselves on which social networks to focus.
Tip: Regularly publish short videos optimized for the keywords your audience is searching for. This will increase your visibility and strengthen your presence on YouTube.
Pinterest: Diversification and visual inspiration
Pinterest stands out as an ideal platform for visual diversification and inspiration. Between 2023 and 2024, it recorded nearly 50 million new subscriptions . This figure illustrates its rapid expansion and growing appeal to users.
89% of Pinterest users use the platform to make purchasing decisions.
Brands can leverage this trend to directly influence consumer choices.
Pinterest offers a unique environment where you can share inspiring content while strengthening your business strategy. Themed boards allow you to showcase your products or services in a creative and engaging way. By 2025, this platform will become essential for brands looking to stand out in a saturated digital landscape.
Note: Create visually appealing and SEO-optimized pins to increase your reach and attract a qualified audience.
Decentralized platforms: Opportunities in Web 3.0, which social networks to position yourself on
Decentralized platforms are redefining the digital ecosystem by giving users greater control over their data and interactions. These Web3-based technologies are opening up unique opportunities for brands and creators.
Decentralized finance : Aave enables lending and borrowing without intermediaries .
Decentralized exchange : Uniswap facilitates the exchange of tokens directly between users.
Digital property : CryptoPunks illustrates the potential of NFTs.
NFT marketplace : OpenSea allows artists to sell their works directly.
Digital identity : uPort offers a decentralized identity solution.
Decentralized governance : MakerDAO allows token holders to participate in decisions.
By 2025, these platforms will attract more businesses looking to move away from centralized models. You can explore these spaces to create seamless and innovative experiences. For example, NFTs allow you to build audience loyalty through exclusive content, while dApps facilitate direct and secure interactions.
Tip: Test initiatives on platforms like Lens Protocol or Mastodon to enrich your digital strategy and identify emerging social networks to position yourself on.
Messaging applications (Telegram, WhatsApp, Discord): Direct and authentic interactions
By 2025, messaging apps like Telegram, WhatsApp, and Discord will play a central role in digital marketing strategies. These platforms allow brands to communicate directly with their audience, creating more personal and authentic interactions. Unlike traditional social networks, they foster real-time exchanges and strengthen relationships with users.
Why are these platforms essential and which social networks should you position yourself on?
Messaging apps offer several unique advantages for businesses looking to build strong relationships with their audience. Here are a few reasons why they've become essential:
Immediate communication : These platforms allow for quick responses to user questions or concerns, thereby increasing their satisfaction.
Personalized relationship : You can tailor your messages to each customer's specific needs, which improves their experience.
High engagement rate : Users show a real interest in the content, resulting in more frequent and meaningful interactions.
These indicators demonstrate that messaging applications are not limited to simply disseminating information. They are becoming powerful tools for establishing a lasting connection with your audience.
How to use these platforms effectively and which social networks to position yourself on?
To maximize the impact of your campaigns on Telegram, WhatsApp, or Discord, it's essential to adopt a strategic approach. Here are some practical tips:
Create dedicated groups or channels : On Telegram and Discord, you can create exclusive spaces for your customers or subscribers. These groups allow you to share exclusive content, promotions, or important updates.
Use automated messages sparingly : While automation can simplify interaction management, it's crucial to maintain a human touch in your communications. Personalized responses build trust and engagement.
Offer interactive content : Surveys, quizzes, or live Q&A sessions capture users' attention and encourage them to participate actively.
Tip: On WhatsApp, use broadcast lists to send targeted messages to multiple users without creating a group. This ensures personalized communication while respecting the recipients' privacy.
Trends to watch in 2025: which social media platforms to position yourself on
In 2025, messaging apps will continue to evolve to meet user expectations. Here are some key trends to anticipate:
AI integration : Intelligent chatbots will become more sophisticated, offering accurate and instant answers to user questions.
Enhanced security : With increased awareness of data protection, these platforms will place greater emphasis on encryption and confidentiality.
Community features : Discord, for example, will develop tools to facilitate community management, such as improved voice channels or advanced moderation options.
By adopting these innovations, you can remain competitive and offer an exceptional user experience to determine which social networks to position yourself on.
Note: Messaging apps are not just communication tools. They are strategic levers for strengthening customer loyalty and increasing your visibility.
The tools and strategies to adopt and which social networks to position oneself on
using AI for targeting and personalization
Artificial intelligence (AI) is transforming how you can target and personalize your marketing campaigns. By analyzing behavioral data in real time, AI identifies user preferences and offers tailored recommendations. For example, companies like ManoMano use algorithms to suggest complementary products, thereby improving the customer experience.
AI offers numerous advantages for determining which social networks to target:
A detailed segmentation of audiences based on socio-demographic and behavioral criteria.
Increased personalization of offers, increasing the chances of conversion.
Predicting market trends through the analysis of massive volumes of data.
Scope of application | Measured impact |
|---|---|
Personalization | +85% engagement |
Sales prediction | +40% accuracy |
Customer service | -30% response time |
AI also allows you to optimize your campaigns in real time and identify which social media platforms to target. This can help you reduce shopping cart abandonment rates by 45% and improve recommendation relevance by 60%. These tools help you better understand your customers and adjust your strategies to meet their expectations.
Tip: Combine AI with human analysis to ensure your campaigns remain authentic and aligned with your brand values.
Social listening is a powerful method for analyzing online conversations and identifying your audience's expectations. With over 4.5 billion active social media users projected for 2025 , these platforms generate a massive amount of actionable data.
Here's why social listening is essential:
88% of consumers trust online reviews as much as recommendations from their friends and family.
Discussions about which social media platforms to use reveal specific trends and needs. For example, a snack brand innovated by creating a product tailored to nighttime snacking after analyzing these conversations.
By integrating social listening into your strategy, you can anticipate your customers' expectations and adjust your offerings accordingly. This also allows you to identify opportunities for innovation and strengthen your market position.
Tip: Use tools like Hootsuite or Brandwatch to monitor mentions of your brand and identify topics that interest your audience.
Integrate user-generated content (UGC) into campaigns
User-generated content (UGC) is a powerful tool for boosting your brand's credibility. Consumers trust reviews and recommendations from other users more than traditional advertising. In fact, 92% of customers prefer content created by other consumers .
The advantages of UGC include:
A high engagement rate thanks to user interaction.
An improvement in organic search engine optimization, because unique content increases the time spent on your pages.
Increased visibility through online sharing and discussion.
Example: Four out of five consumers buy a product recommended by others. By incorporating customer testimonials or photos into your campaigns, you can capture the attention of new audiences and strengthen trust in your brand.
Note: Encourage your customers to share their experiences with your products on which social media platforms to use. This will enrich your content while creating an engaged community around your brand.
Anticipating algorithm changes to maximize content reach
The algorithms of social media platforms are constantly evolving, directly impacting the visibility of your posts. By 2025, these changes will emphasize specific metrics to maximize content reach. You need to understand these developments to adapt your strategies and remain competitive.
Qualified engagement is becoming a key criterion. Platforms are prioritizing authentic interactions, such as meaningful comments or shares.
The average viewing time of videos plays a crucial role. The longer your videos captivate viewers, the more they will be favored by the algorithms.
Brand sentiment is now being measured. Algorithms analyze user reactions to adjust content visibility.
Instagram, for example, favors Reels, which reach an audience reach of 37.87%
80% of brands use video to stand out on saturated platforms.
To maximize your reach, create engaging content and optimize your videos to capture attention. Regularly analyze performance and adjust your messaging to maintain a positive perception of your brand.
Tip: Test different formats and monitor trends to anticipate algorithm changes. This will allow you to stay ahead in a constantly evolving digital environment.
Magileads: Marketing campaign automation and optimization
Magileads is revolutionizing marketing campaign management with its automation tools. By using this platform, you can streamline your processes while boosting your results.
Companies using Magileads see an average increase of 25% in their response rate.
Users reduce the time spent managing campaigns by 40%.
A B2B SaaS company doubled its conversion rate thanks to targeting algorithms.
An IT services company increased its response rate by 40% by combining emails and LinkedIn invitations.
Magileads allows you to create multichannel acquisition scenarios, automate repetitive tasks, and precisely target your prospects. These features optimize your efforts and maximize your return on investment.
Tip: Integrate Magileads into your strategy to save time and improve your marketing performance. This will allow you to focus on high-value tasks.
In 2025, which social media platforms should you focus on? TikTok, LinkedIn, Instagram, and YouTube Shorts will play a strategic role in achieving your marketing goals. Each platform offers unique advantages, whether it's virality, engagement, or social commerce. You should also explore options like Pinterest or decentralized platforms to diversify your approaches.
Adopting tools like Magileads will help you automate your campaigns and optimize your results. Experiment on emerging platforms and adapt your strategies to current trends. This will allow you to stay competitive and meet your audience's expectations.
💬 User reviews on which social media platforms to focus on
Charlotte Dubreuil – Founder of Lunaria Artisanat
“In 2025, we refocused our strategy on Pinterest and TikTok. Contrary to popular belief, our handcrafted content performs better on these platforms than on Instagram. The viral effect is tenfold, and sales have followed without even relying on advertising.”
Kevin Lemoine – Marketing Manager at Kynetik Software
“LinkedIn remains our cornerstone, but we found a second wind by exploring Reddit. Targeting by communities allows for real conversations around our SaaS products, without the pressure of 'sales push'.”
Myriam Bacha – Independent Consultant
“I often advise my clients not to overlook YouTube Shorts. This format generates excellent retention and allows for the reuse of long videos in a more dynamic context.”
Floriane Girault – Community manager at Organic Cosmetics
“We abandoned Facebook to focus on Instagram Reels and Threads. Younger audiences interact much more, and this aligns well with our values of direct and transparent branding.”
🎙️ Expert insights on which social media platforms to use
Driss Taleb – Digital Strategy Analyst at Altavia
“The choice of which social networks to position oneself on in 2025 depends on the digital maturity of the brands. B2B companies are focusing on LinkedIn and YouTube, while B2C companies are clearly moving towards TikTok, Instagram Reels and even Snapchat for the immersive aspect.”
Laurence Petit – Influence Strategy Specialist
“Brands need to think in terms of micro-communities rather than overall audiences. TikTok, Discord, and even BeReal offer stronger pockets of engagement than traditional networks.”
Tristan Belair – Digital Marketing Instructor at ESD
“A successful strategy today incorporates a multi-channel approach as well as a multi-format approach: live streaming on TikTok, carousels on LinkedIn, native podcasts on Spotify or YouTube are becoming essential tools.”
Alina Maret – Social Listening Expert at Digitrend
“Those who will perform well in 2025 are those who understand weak signals. Analyzing content trends on Twitch or Reddit often gives you a head start on the topics to cover on other platforms.”
Digital marketing: which social networks should you target in 2025?
The landscape of which social media platforms to use is evolving rapidly, and brands must adapt their strategies to remain relevant. By 2025, some platforms will continue to dominate, while new trends will emerge. Here's an overview of the social networks to prioritize, supported by expert analysis and recent studies.
1. Which social networks will be essential by 2025?
TikTok has revolutionized digital marketing with its highly personalized algorithm and short, engaging format. According to Social Media Today , brands that focus on authentic content and viral challenges see better engagement. Mia Sato , a journalist specializing in online marketing at The Verge , points out that TikTok Shop and live shopping streams will become major drivers in 2025.
🔗 Source: The Verge – TikTok Shop: Which social media platforms to position yourself on
b. Instagram: still the leader for visual engagement
Despite the competition, Instagram remains a safe bet, especially thanks to Reels and its shopping features. Jenn Herman , an Instagram strategy expert, asserts that B2C brands must leverage micro-influencers to reach more engaged communities.
🔗 Source: Instagram Blog
c. LinkedIn: essential for B2B and personal branding
LinkedIn continues to grow, with an increase in video content and newsletters. Richard van der Blom , a LinkedIn strategy consultant, recommends that companies publish case studies and customer testimonials to strengthen their credibility.
🔗 Source: LinkedIn Marketing Solutions - Which social networks to position yourself on
d. Emerging platforms: Which social networks to position oneself on: Snapchat, Pinterest, and audio networks
- Snapchat remains popular with Gen Z, with AR filters and integrated commerce.
- Pinterest is positioning itself as a driver of purchase decisions, according to Megan Ingman , marketing manager at Pinterest.
- Audio networks like Clubhouse and Twitter Spaces are gaining importance for expert discussions.
🔗 Source: Pinterest Business - Which social networks to position yourself on
2. Evidence and trends confirmed by experts on which social networks to position oneself.
- Gary Vaynerchuk (CEO of VaynerMedia) emphasizes the importance of YouTube Shorts to capitalize on visual search.
- Mari Smith , a Facebook/Instagram specialist, points out that Meta is investing heavily in AI to improve ad targeting.
- Hootsuite anticipates a rise in the power of social marketplaces (such as TikTok Shop and Instagram Checkout).
🔗 Source: Hootsuite Blog
📌 Box: 4 types of segmentation for effective targeting
| Segmentation type | Description | Application example |
|---|---|---|
| Demographic | Age, gender, income, education | Targeting millennials on TikTok |
| Geographical | Location, language | Adapt campaigns to regional trends |
| Behavioral | Shopping habits, online engagement | Website visitor retargeting |
| Psychographic | Values, areas of interest | Personalized marketing for eco-conscious consumers on Pinterest |
(Source: Philip Kotler, “Marketing Management”)
Conclusion : Which social media platforms should we focus on?
By 2025, a multi-platform strategy will be crucial. TikTok and Instagram will dominate for B2C, LinkedIn for B2B, while emerging networks like Pinterest and audio platforms will offer niches to exploit. Stay agile and regularly test new formats!
🔗 To go further:
- HubSpot – Social Media Trends
- Neil Patel – Future of Digital Marketing
(Article updated in May 2025)
FAQ: Which social media platforms should I use?
Which social media platforms should a small business position itself on and prioritize in 2025?
Focus on TikTok, Instagram, and LinkedIn . TikTok offers rapid visibility through short videos. Instagram facilitates social commerce. LinkedIn helps build B2B relationships. These platforms allow you to maximize your impact with limited resources.
Tip: Publish authentic and interactive content to engage your audience.
How to integrate AI into your marketing strategy and which social networks to position yourself on?
Use AI to personalize your campaigns and analyze user data. Tools like Magileads automate repetitive tasks and optimize targeting. This improves engagement and reduces management time.
Note: Combine AI with a human approach to ensure the authenticity of your content.
Are short videos essential in 2025?
Yes, they grab attention quickly and increase engagement. TikTok, YouTube Shorts, and Instagram Reels dominate the digital landscape. Create videos optimized for SEO and popular trends to maximize your reach.
Tip: Adopt a “Social SEO” strategy to attract a qualified audience.
Are decentralized platforms suitable for all brands?
Not necessarily. They're suitable for brands looking to innovate and offer unique experiences. Explore options like NFTs or dApps to build audience loyalty.
Tip: Test these platforms before investing heavily to assess their potential.
How to use messaging apps for marketing?
Create exclusive groups or channels on Telegram or Discord. Offer interactive content such as polls or promotions. On WhatsApp, use broadcast lists for targeted messages.
Note: Maintain a human touch in your interactions to strengthen trust.
