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Social media is no longer just about presence—it’s about performance. The Hootsuite Social Trends 2025 Report makes it clear: brands that experiment, engage, and evolve will be the ones winning in 2025. But what does that mean for South African businesses in retail and eCommerce? Let’s break it down.
1. Entertain or Be Forgotten
People are scrolling for fun, not for ads. According to Hootsuite’s report, nearly half of brands now focus their social content on entertaining, educating, or informing—rather than directly selling. And guess what? It’s working.
What this means for SA brands:
- Stop treating social like a billboard. Instead, make your audience laugh, think, or engage.
- Example: Woolworths SA has nailed this with their Instagram Reels featuring humorous takes on food trends and daily life.
- Try this: Run a ‘Behind the Scenes’ content series or create fun, relatable memes that connect with your audience.
Stat to know: 43% of brands experimented with a new tone of voice/personality on social in 2024. Don’t be afraid to shake things up!
2. AI is Your New Content Team
We’ve moved past the AI hype phase. In 2025, AI isn’t just an option—it’s the secret weapon behind faster, smarter content creation.
How AI can help:
✅ Generating quick content ideas (no more brainstorming blocks!)
✅ Writing captions and ad copy that convert
✅ Personalising responses for better customer engagement
Example: Global brands like Hootsuite are already using AI to produce up to 180% more content—without burning out their teams. In SA, eCommerce brands can use AI to tailor product recommendations based on social sentiment data.
Try this: Test AI-driven content tools (like Hootsuite’s OwlyWriter AI) to create social posts in seconds.
3. Social Listening = More Sales
Forget just “posting and hoping.” The smartest brands are listening first and engaging second. Hootsuite’s research shows that 62% of brands use social listening to:
✅ Spot trends before competitors do
✅ Track audience sentiment and adjust messaging
✅ Find what customers actually care about
SA brands leading the way:
🛒 Takealot tracks customer sentiment on Twitter to refine product offerings.
🛍 Pick n Pay listens to customer feedback on TikTok and adapts marketing strategies.
Try this: Use a tool like Brandwatch to monitor customer conversations and identify the pain points your brand can solve.
4. Micro-Virality Over Mass-Virality
The old-school goal of “going viral” is fading. Instead, brands are targeting smaller, high-intent audiences—creating mini viral moments within their niche.
Stat to know: 27% of brands shift content to tap into micro-trends instead of chasing mainstream virality.
How to apply this:
1. Create content specifically for your audience—not just what’s trending.
2. Work with nano and micro-influencers (1K-50K followers) for authentic reach.
3. Encourage UGC (User-Generated Content) to build trust and engagement.
Example: Georgia State University found that its students were “stealing” content—so they leaned into it by making more shareable content. Result? Free organic reach.
5. Outbound Engagement is the New ‘Engagement Strategy’
Brands aren’t just waiting for engagement anymore—they’re joining conversations. The smartest teams are commenting on viral posts, engaging in influencer discussions, and making their presence known where their audience already is.
How to stand out in the comments:
✅ Be timely: Engage within 24 hours of a trending post.
✅ Keep it short & sharp: Comments between 10-99 characters perform best.
✅ Add value: Don’t spam—make your comment insightful or witty.
Example: Mastercard’s social team jumps into viral moments, adding their brand’s voice to trending conversations—driving traffic and conversions.
How YOUKNOW Can Help
We get it—keeping up with 2025 social trends is overwhelming. That’s where we come in. YOUKNOW Technologies helps brands harness AI, social listening, and engagement strategies that actually drive results.
✅ Book a demo to see how AI-driven insights can boost your social strategy.
✅ Download our free guide on social media trends and strategies for 2025.
Final Thought: Will You Adapt or Be Left Behind?
2025 is the year brands must ditch outdated playbooks and embrace agility. Whether it’s AI, social listening, or micro-virality—Keen to get a look at all the insights, get the report here.
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