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Last year marked a dramatic shift in how people view social media—trust in these platforms has improved slightly, but scepticism remains entrenched. In 2025, 45% of Republicans say they have at least some trust in information from social media—up from just 19% in 2021—while 38% of Democrats report trusting social media, a decline compared to other news sources.
The broader landscape is fragile: Americans’ trust in traditional media—like newspapers, TV, and radio—remains at a trend low of just 31%. Meanwhile, a recent national poll found that only 41% of Americans feel confident that what they read online is accurate and human-generated; worryingly, 78% say it’s increasingly hard to distinguish real content from AI-generated content.
Today, everything comes down to being human and genuine. Privacy issues have heightened consumers’ need for authenticity and transparency; if a brand is deemed untrustworthy, it will never succeed. And you can ditch the influencers; consumers are far too wary of them these days. They are now relying on the people closest to them to share their recommendations and experiences. And this is what businesses need to tap into. How can they do this? By personalising content, sharing relevant content, and giving them the content that they want or need, they will then share it. Importantly, brands must engage with their audience on a personal level, provide opportunities for them to connect and ultimately build a safe and trusted community.
Stories continue to reign for Millennials and Gen Z. In 2025, over 500 million people use Stories every day across Instagram, Facebook, WhatsApp, and Messenger—making this format an essential staple of social media engagement. On Instagram alone, 70% of users watch Stories daily, and a whopping 86.6% of users post them regularly. For discovery and click-through potential, between 15% and 25% of viewers tap links within branded Stories, driving strong direct action.
These short-form, behind-the-scenes style updates feel immediate and authentic—especially for time-sensitive content—making them ideal for brands looking to connect with younger audiences in real time.
Videos are the best way to any user’s heart. Videos can give brands a human face, showcasing who they are and what they stand for. Consumers want to feel they have a connection with brands, and this is the best way to achieve that. Mobile users love short videos with captions, perfect for ads. Vertical videos are also growing in popularity on Snapchat and Instagram Stories. Long videos can be powerful and effective as long as the content is relevant and the production quality is high. But it’s live streaming that’s taking the social media world by storm. Brands can broadcast live and direct to their audience, involving them in their journey every step of the way. Live streaming is proving to be the most powerful and effective way to engage people on social media.
AR is about to become more mainstream. Brands are already using AR to improve the customer experience, and consumers find it fun and engaging – who doesn’t want to try something out before they buy it? Facebook is already investing in AR and has just announced the introduction of AR ads, plus AR Camera effects are also available in Messenger. For businesses, it’s time to get clued up on how to use AR effectively.
Due to the growing lack of trust in social networks, sharing openly has increasingly been replaced by private or small-group conversations. Messaging apps now surpass social media in usage, with over 3 billion people using platforms like WhatsApp (2 billion users), WeChat (1.4 billion users), Telegram (1 billion users), and Facebook Messenger (1 billion users). Messaging is one to watch—it continues to be one of the most powerful ways for businesses to connect directly with consumers in real time.
Long-form content remains a powerful tool for SEO and credibility—but the emphasis has shifted from sheer word count to depth and relevance. In 2025, top-ranking articles tend to fall in the 1,500–2,500-word range, providing the space for detailed explanations, keyword variety, and internal linking. Conversely, extremely lengthy posts (7,000+ words) do attract more shares and backlinks—sometimes more than three times as much—but only if they add genuine value and aren’t padded with fluff.
While longer content often correlates with higher rankings, that doesn’t make word count a direct ranking factor. Google prioritises content that effectively satisfies search intent—regardless of whether that takes 200 words or 2,000. The best approach: let the topic and your audience’s needs dictate length—and focus on delivering helpful, informative, and well-structured content.
LinkedIn has evolved beyond a simple CV directory into a dominant platform for business content. Currently, it boasts 1.2 billion members worldwide and sees 1.77 billion visits each month. It’s most popular among young professionals: approximately 50% of users are aged 25 to 34, supplemented by 24.5% aged 18 to 24. LinkedIn’s user base is also well-educated and affluent—53% come from households earning over USD 100,000, and over half hold a bachelor’s degree or higher.
At Bombora, we help brands thrive in today’s evolving social landscape with powerful tools like live social media streaming, branded video content, and short-form assets that cut through the noise. From authentic behind-the-scenes videos to engaging Stories and interactive live Q&As, our creative and production teams deliver content that feels human, builds trust, and drives real engagement. Let’s create scroll-stopping content your audience will remember—get in touch today.