With shoppers spending a lot time on social media, it has grow to be a key a part of our tradition, each on-line and IRL. This additionally makes it an important software for entrepreneurs. However social media is all the time altering. When crafting your social media technique for 2025 and past, that you must be sure that the newest social media tendencies are high of thoughts. That is particularly vital as a result of based on The 2025 Sprout Social Index™, 58% of social media customers plan to maintain utilizing social simply as a lot in 2025, whereas 24% say they’ll use it much more.
The excellent news is, we surveyed over 1,000 Australian social media customers and 200+ social media professionals to seek out the freshest insights on present tendencies and what’s on deck for the long run in 2025. On this article, we’ll discover 10 of those Australia social media tendencies and provide the insights that you must navigate your social technique efficiently.
What tendencies have impacted social media advertising and marketing in Australia?
Social media advertising and marketing has by no means been a simple job, and it’s stuffed with fascinating challenges in 2025. Parliament has banned social media for all youngsters below 16 in Australia, making it troublesome for entrepreneurs to succeed in a youthful demographic.
And but, web tradition is as vibrant and vital as ever. Audiences crave authenticity moderately than trend-chasing; they need manufacturers to hearken to them moderately than discuss at them.
Amongst manufacturers, there’s a spot between C-suite executives and social media execs on the subject of appreciating the worth of social media. A rising variety of Australian social practitioners report feeling inventive fatigue, and plenty of are assured that AI-driven social media instruments may help overcome the problem.
Let’s take a more in-depth take a look at these tendencies impacting Australian social media advertising and marketing in 2025.
1. Social media is the epicenter of tradition
The net world is enmeshed with the true world and has a really tangible affect on it. In line with the Index, 91% of Australian social media customers agree that social media is how we sustain with tendencies and cultural moments, and so they anticipate manufacturers to be in tune as properly. Fifty-four p.c of Australians use Instagram, 49% use Fb and 39% scroll via TikTok to remain in keeping with social tendencies.
However when a model hops on a development they don’t absolutely perceive, it’s cringe. Whereas 40% of shoppers discover it cool when a model joins a viral development, 32% discover it embarrassing and 28% assume it’s solely efficient if it occurs inside two days of the development beginning. It’s a positive line for manufacturers to stroll. Be considerate about your strategy to viral tendencies—don’t simply bounce on each development blindly.
However listening to on-line conversations and having your finger on the heart beat could be immensely helpful. Hit youngsters’s TV present Bluey makes use of social listening to know what their neighborhood desires. As an example, they know that followers adore the chaotic character Muffin, and so they ship extra Muffin content material to followers’ delight.
Bluey additionally understands what their viewers connects with emotionally. Hit episode “Sleepytime” is a infamous tearjerker for folks, and Bluey doesn’t hesitate to share Sleepytime-themed content material commonly. Followers really feel deeply linked to the themes of the episode, the music and the expertise of parenting it depicts. Leaning into that helps construct neighborhood and model loyalty.
Takeaway: On the finish of the day, manufacturers have to keep in mind that like several tradition, on-line tradition is about belonging and emotional connection. And authenticity is essential to a model’s success on-line—extra on that later.
2. Content material saturation and the battle for Australia’s consideration
The Australian social media panorama is crowded with content material. To chop via the noise and earn and keep shopper consideration, manufacturers should be strategic. Having a high-quality services or products and creating unique content material helps you stand out from the gang.
Create worthwhile, participating, relatable content material that reveals you deeply perceive your viewers.
For instance, DIY, backyard and ironmongery store Bunnings shares a great deal of helpful content material that illustrates a eager understanding of their viewers. Their Instagram Reels present straightforward DIY tasks, cleansing and gardening suggestions, enjoyable crafts and useful merchandise, all in a pleasant and easy-to-digest format.
Takeaway: Nothing beats figuring out your viewers. If you happen to attempt to create content material that caters to everybody, you’ll stand out from the gang for nobody. Focusing in your area of interest and creating worthwhile content material that meets your viewers’s wants or solutions their questions is a large win—for each of you.
3. Authenticity and engagement over trend-chasing
Shoppers favour authenticity and relatability, however the definition of authenticity is shifting. Up to now, we assumed that unscripted, lo-fi content material was inherently extra genuine, however that’s now not the case. As a substitute, it’s all about whether or not the model and its content material are aligned with its values and story. Manufacturers’ content material ought to really feel trustworthy and actual. What occurs behind the scenes at your model? Sharing a sneak peek along with your viewers may help humanize your model, bringing your story to life so it’s clear that you simply stay your values day-after-day.
Person-generated content material is one other nice approach to present up authentically. When your clients share pictures, movies or evaluations of your product, their trustworthy reactions are a priceless illustration of how beloved your model is. Sharing user-generated content material about your model feels pure and fewer promotional.
Qantas Airways periodically shares a peek behind the scenes of various endeavours that folk may not in any other case learn about. As an example, on this reel, one flight attendant shares a glimpse of her day delivering items to youngsters in Cairns for the vacations. Commenters loved the flight attendant’s pleasant, cheerful demeanor and applauded the model for his or her efforts to unfold Christmas pleasure. The content material got here throughout as actual and significant moderately than performative.
4. There’s a spot between Australian social groups and executives
A big hole exists between Australian social media groups and govt management within the understanding of social media’s enterprise affect. Increase your hand when you’re shocked.
Virtually half (47%) of social media practitioners imagine their govt groups don’t belief them sufficient to find out what content material performs greatest on social. Social practitioners want higher autonomy, extra sources and improved cross-departmental collaboration. Additionally they search higher expertise to trace efficiency and affect.
Takeaway: Trusting your social staff is vital. Social media managers know the ins and outs of web tradition and perceive their viewers totally. Empowering social media professionals to do what they know greatest is the primary ingredient in your recipe for achievement. Generally a bizarre, offbeat thought is the inventive gem you by no means knew you wanted to thrill your viewers and attain a brand new demographic, too.
5. Evolving skillsets
The abilities deemed most vital for social media practitioners in 2025 are superior abilities in social listening instruments, inventive route, information evaluation, cultural competence and model voice improvement.
Human specialists stay essential on the planet of social media advertising and marketing, and constructing your specialised abilities will show you how to excel in 2025 and past. Practical abilities that assist in day-to-day social media work embody social listening, inventive route, information evaluation and storytelling. By listening to your viewers on-line and reviewing your social media analytics, you may higher ship the content material they crave. Honing your storytelling and artistic route abilities will show you how to create distinctive, participating content material that stands out and is actually memorable on your viewers.
As for delicate abilities, give attention to bettering model voice improvement, mission administration, partnership constructing and cultural competence. Partnership constructing is very helpful, whether or not it’s for interdepartmental efforts or collaborations with influencers. Studying about different cultures is a good way to grow to be a greater marketer, too. Give attention to recognizing your biases, educating your self about different cultural beliefs and practices, and discovering methods to uplift and have a good time different cultures in your work when potential.
6. Manufacturers are anticipated to fight misinformation
Ninety-three p.c of Australian shoppers need manufacturers to step up and fight misinformation greater than they at the moment do, per the 2025 Index. Meta not too long ago eradicated their third-party fact-checking program within the US. It has been changed with Neighborhood Notes, a function the place particular person customers can go away notes including context in the event that they imagine the content material is fake or deceptive. Whereas it’s unclear how a lot it will affect different international locations, some sources report fact-checking is already being changed with Neighborhood Notes in Europe as properly.
Takeaway: If third-party fact-checking is eradicated globally, on-line misinformation will seemingly enhance considerably. That makes it much more vital for manufacturers to talk up, significantly after they spot false claims about matters of their trade.
7. Social customer support is important
Social media networks are a most popular technique of customer support. A whopping 73% of social customers agree that if a model doesn’t reply to customer support questions on social media, they may purchase from that model’s competitor subsequent time. The analysis additionally reveals that clients want to get assist from manufacturers by way of feedback sections, DMs and @-mentions, so it’s key to watch and reply promptly.
Activewear model Lorna Jane replies to commenters even when it could not appear useful for them to take action. Lorna Jane shared a video by creator @katelin.z.wears exhibiting off a two-tone denim outfit, and some commenters had been captivated by the inexperienced gown she wore for a fraction of a second in the beginning of the video. Many manufacturers would merely ignore feedback a couple of product by one other model, however Lorna Jane kindly tagged the creator and requested her to weigh in. She responded and folk genuinely appreciated it. It’s a small, fast act of service for the patron, however a simple manner so as to add worth by being form and useful.
Takeaway: Reply persistently and with kindness. Providing nice customer support by way of social is a surefire approach to increase your model’s fame.
8. Social commerce is increasing in Australia
Social media performs a major function in shopper discovery and buy selections, with many Australians making spontaneous purchases based mostly on social content material. The truth is, per the Index, most social customers (38.5%) make spontaneous purchases based mostly on social media content material just a few instances per yr, with 28% reporting that they make spontaneous purchases each month.
Plus, with TikTok Store set to launch in Australia in 2025, it may very well be an actual game-changer for social commerce.
Many Australian manufacturers are already being sensible about social commerce. Iconically Australian hat model Akubra has begun integrating store buttons into their Instagram content material. This gradual integration coupled with the convenience of tapping to seek out the precise hat within the photograph makes the purchasing expertise easy and gratifying.
9. Inventive fatigue is on the rise
We hate to see it, however burnout is growing in 2025. Social media practitioners are fighting content material creation; 52% report feeling the identical quantity of fatigue as final yr and 26% report feeling extra drained than earlier than. There’s an expectation to be chronically on-line and sustain with tendencies, which could be exhausting. Battling burnout isn’t straightforward, however it’s potential.
Begin by decreasing the time you spend on-line exterior of labor, discovering a supportive neighborhood and advocating for extra sources at work.
Generally the extra sources you’re hoping for simply aren’t within the playing cards. In these conditions, AI instruments could be extremely useful. For instance, while you’re caught looking at a clean display and making an attempt to draft social copy, Sprout Social’s AI Help can provide jumping-off factors for captions and hashtags.
10. Utilizing AI in social product
Social media practitioners view AI positively as a possible software to fight inventive fatigue. The vast majority of social media professionals report feeling both very or considerably assured in AI’s skill to assist them. Sprout skilled this firsthand, incorporating Sprout’s AI instruments into the social staff’s social media administration workflow. The information confirmed 72 hours saved every quarter on reporting, US$16,000 (AU$ 25,406.10) of time saved on reporting per yr and US$132,000 (AU$ 209,600.33) in time saved on buyer care every year. And simply as vital? Our groups reported that it freed up time for extra inventive work.
AI is especially useful for automating duties in your workflow. When crafting social media copy, AI instruments can help with crafting messaging, checking grammar and syntax, producing headline and hook concepts, and extra. Writing alt textual content is a vital a part of publishing social content material too, however is commonly a clunky piece of the workflow. With Sprout’s AI Help, you may streamline the method with AI-generated alt textual content.
The tedious work of scheduling social content material can be alleviated by AI. AI social media scheduling instruments assist with bulk scheduling, optimizing for various platforms and managing property, simply to call just a few duties. Incorporating AI into your course of will provide you with time again in your day for the duties that energize you most.
Social media advertising and marketing could be cyclical, and once we hit our busy seasons, these emotions of burnout intensify. AI could be a useful gizmo for getting via peak seasons, particularly on the subject of customer support on social. It will probably even operate as a social media assistant, whether or not it’s via chatbots for putting and monitoring orders or optimizing your content material schedule.
The vacations could be extra-frantic for social media entrepreneurs, significantly when you’re a small and scrappy staff. Using AI is welcome by clients now: 74% of shoppers are comfy with manufacturers utilizing AI to ship quicker customer support on social. Sprout’s Improve by AI Help is an efficient useful resource for utilizing generative AI to enhance your responses to feedback and DMs.
Learn how to sustain with social media tendencies in Australia
You possibly can’t sustain with social media tendencies in a silo. With the suitable sources and neighborhood, it’s straightforward to maintain up with social media tendencies in Australia.
Comply with trade blogs and publications
There’s no scarcity of fantastic social media publications. Some favourites embody Social Media Examiner, Sprout Social’s weblog, We Are Social and Margin Media.
Take part in social media communities
Discovering neighborhood on-line is a significant approach to make friendships and be taught new issues. Sprout Social’s the Arboretum is an efficient place to start out. Fb and LinkedIn have plenty of full of life teams for social media practitioners too—try Social Media Managers on Fb and Social Media At this time on LinkedIn.
Relying in your area of interest throughout the social media advertising and marketing world, you may as well discover extra particular communities for freelance social media entrepreneurs, nonprofit social media entrepreneurs and past.
Use trend-tracking instruments and platforms
Sprout Social and Google Tendencies are useful for staying on high of tendencies. You possibly can browse what’s trending now, arrange reviews or seek for particular gadgets of curiosity.
Comply with influencers and thought leaders
Past instruments and articles, we will be taught rather a lot from one another. Jon-Stephen Stansel, Jayde Powell, Annie-Mai Hodge and Zaria Parvez are just a few gifted social media practitioners and thought leaders who share informative (and relatable!) content material about social media in 2025. Australian social media companies like Eight Shoppers and Melbourne Social Co are nice follows, too.
Experiment and analyze
Experiment with new options as they roll out, check tendencies and see what performs properly, and concentrate and assume critically while you interact with content material on-line.
Social media advertising and marketing in 2025
Maintaining with evolving social media networks and tendencies is hard, however it may be energizing. Social media practitioners face advanced challenges in 2025, like discovering methods to indicate up authentically, making strides to fight misinformation and standing out in a crowded on-line setting.
Begin with a strong basis of knowledge about viewers habits and expectations. If you understand what they need, you’ll be higher ready to flex with the altering tides. Take a deeper dive into The Sprout Social Index™, which covers what manufacturers have to know for 2025 and past.
