In 2025, social media will be more than just a channel for brand visibility—it will be a critical driver of growth, customer engagement, and market leadership. Insights from The State of Digital 2024 reveal the specific platforms B2B, B2C (in-store and eCommerce), and hybrid businesses rely on to drive results. These data-backed insights show which platforms will move the needle in 2025 and provide a roadmap for tailoring your social strategy for maximum impact.
Here’s how to leverage this data to create a results-driven social media strategy that propels your business forward.
LinkedIn and Facebook: The B2B Powerhouses
For B2B companies, LinkedIn and Facebook aren’t just tools—they’re essential to achieving high-impact outcomes. The data shows these platforms are central to building industry authority, nurturing valuable connections, and driving measurable engagement in professional spaces.
- LinkedIn: 43.14% of B2B respondents rated LinkedIn as “Integral.” LinkedIn’s ability to target decision-makers and industry leaders makes it indispensable for B2B brands wanting to expand influence, close high-value deals, and establish themselves as thought leaders.
- Facebook: With 32.67% of B2B respondents also marking Facebook as “Integral,” Facebook’s targeting capabilities make it ideal for reaching small businesses and niche audiences with a more conversational tone than LinkedIn. It’s versatile, affordable, and perfect for engaging business buyers and professional communities.
2025 Action Plan:
- LinkedIn: Share thought leadership content, host industry discussions, and leverage LinkedIn Live for interactive sessions. Position your brand as the go-to expert in your field with data-backed articles, case studies, and executive insights.
- Facebook: Create a private Facebook Group or community page to foster direct engagement. Use targeted ads to reach niche professional groups and promote webinars or virtual meet-ups through Facebook Events.
Instagram and YouTube: B2C and eCommerce Engines for Visual Engagement
In 2025, brands targeting B2C and eCommerce audiences can’t afford to overlook Instagram and YouTube. These platforms dominate the B2C space with visual storytelling, fostering deep consumer engagement that drives conversions.
- Instagram: Rated as “Integral” by 40.74% of eCommerce respondents, Instagram’s focus on visuals and shopping features makes it ideal for product discovery and brand storytelling. It’s a powerhouse for driving awareness and converting followers into buyers through features like Instagram Shopping and Reels.
- YouTube: 33.33% of eCommerce respondents rated YouTube as “Integral,” underscoring its value in engaging customers with long-form content. YouTube’s storytelling potential through tutorials, product reviews, and brand narratives provides a dynamic, interactive experience that keeps audiences coming back.
2025 Action Plan:
- Instagram: Focus on visually compelling content with Stories and Reels. Partner with influencers who align with your brand to expand reach, and use Instagram Shopping for seamless in-app purchasing.
- YouTube: Invest in high-quality video content that educates and entertains. Develop playlists of tutorials, behind-the-scenes videos, and customer success stories to create a channel that builds loyalty and positions your brand as a trusted resource.
WhatsApp and Facebook Messenger: Direct Engagement That Builds Loyalty
Direct communication platforms like WhatsApp and Facebook Messenger will be crucial for brands aiming to build customer loyalty in 2025. With personalised interactions, these channels are perfect for real-time support and high-touch engagement.
- WhatsApp: With 28.95% of in-store businesses and 23.64% of eCommerce brands rating it “Integral,” WhatsApp’s strength is its ability to facilitate real-time, one-on-one engagement. It’s ideal for personalised support, reminders, and exclusive promotions.
- Facebook Messenger: Messenger’s compatibility with Facebook’s ecosystem enhances its appeal for customer service and real-time engagement. Automated responses, customer support options, and lead generation tools make it a go-to for fast, personalised interactions.
2025 Action Plan:
- WhatsApp: Use WhatsApp for customer support, order tracking, and personalised promotions. Offer exclusive discounts to build loyalty and consider using WhatsApp Business for easy-to-manage customer service that enhances brand loyalty.
- Facebook Messenger: Implement Messenger chatbots for automated responses and use Messenger for quick updates and real-time responses that strengthen customer relationships.
Community Building with Facebook and YouTube: Driving Long-Term Loyalty
The data shows that, in 2025, building loyal communities on platforms like Facebook and YouTube will be an effective way to drive deeper engagement and long-term brand loyalty.
- Facebook: With 52.63% of in-store B2C brands rating it as “Integral,” Facebook’s group features and interactive pages offer valuable ways to build and sustain communities. From exclusive groups to brand pages, Facebook provides businesses with a unique environment for direct customer interaction.
- YouTube: With its powerful storytelling potential, YouTube has a weighted average of 2.21 in B2B and 2.29 in eCommerce. Long-form video content builds trust and fosters lasting connections, making it essential for brands to engage audiences beyond simple marketing.
2025 Action Plan:
- Facebook: Create a Facebook Group for your brand’s community where members can share feedback, ask questions, and connect over shared interests. Regularly post engaging content, run polls, and host live Q&As to deepen community bonds.
- YouTube: Launch a YouTube channel with playlists for different customer interests. Use YouTube to host webinars, educational content, and brand stories that build a community of engaged followers who see your brand as a valuable resource.
LinkedIn’s Expanding Role in B2C: Employer Branding and Recruitment
The data highlights LinkedIn’s growing appeal in B2C, particularly for employer branding and recruitment. With 31.48% of B2C eCommerce respondents calling it “Integral,” LinkedIn is becoming essential for brands looking to attract top talent by showcasing their company culture and mission.
2025 Action Plan:
- Employer Branding: Share posts highlighting your company culture, values, and career development opportunities. Use LinkedIn to showcase employee stories, day-in-the-life videos, and your brand’s mission to attract candidates who align with your vision.
- Professional Networking: Use LinkedIn to build connections with influencers and brand advocates. Share insights on industry trends and company achievements, positioning your brand as a desirable workplace for potential hires.
Making the Most of Niche Platforms: Twitter and TikTok
While Twitter and TikTok may have niche appeal, they still offer targeted engagement opportunities for the right audiences.
- Twitter has mixed effectiveness, with only 10% of B2B respondents finding it “Integral.” While limited to high engagement, Twitter’s real-time format suits brands needing quick updates and news sharing.
- TikTok: TikTok shows significant potential in B2C eCommerce, where 32.08% rated it as “Integral.” Known for reaching younger demographics with short-form, trend-driven content, TikTok is a valuable platform for brands prioritising creative, authentic engagement.
2025 Action Plan:
- Twitter: Use Twitter for quick brand updates, industry news, and customer support interactions. Maintain an active presence to engage followers, but if Twitter doesn’t yield high returns, focus more resources on platforms with a more significant impact.
- TikTok: Engage younger audiences with trend-based, short-form videos. Leverage TikTok’s algorithm for organic reach and use influencers to increase brand visibility, testing different formats to see what resonates with your audience.
A Data-Driven, High-Impact Social Media Strategy for 2025
The data from The State of Digital 2024 provides a powerful blueprint for refining your social media strategy in 2025:
- For B2B Brands: LinkedIn and Facebook are your top priorities for authority-building and engaging professional communities.
- For B2C and eCommerce, Instagram, YouTube, and TikTok drive visual storytelling and consumer engagement, converting audiences into loyal customers.
- For Customer Loyalty: WhatsApp and Messenger enable real-time, personalised communication that builds strong customer relationships.
- For Employer Branding: LinkedIn is essential for attracting talent by showcasing company culture and values.
In 2025, success on social media isn’t just about being present—it’s about being strategic. Choose platforms that align with your specific objectives and audience needs, and build a social strategy that prioritises high-impact engagement, customer loyalty, and measurable growth. This data-driven approach will allow you to maximise ROI, drive meaningful interactions, and position your brand for long-term success.
