Unilever’s pledge to commit half of ad spend to social is just one piece of a larger evolution for a category trying to shed its stodginess and win over Gen Z. More CPG marketers are betting on social- and influencer-first strategies to modernize. Experts say the category needs to be open to creative risk and different ways of working with agencies to succeed.

Social media has been around for ages in marketing terms, but its current era feels like it started in the pandemic haze of 2020 with a TikTok video of a man sipping Ocean Spray while gliding along on a skateboard and listening to Fleetwood Mac’s “Dreams.” The blissful clip, later expanded into a TV campaign by the cranberry juice maker, led Ocean Spray to fly off of store shelves — and helped place “Dreams” back on the Billboard charts — while serving as an early indicator of TikTok’s distinct power in sparking viral product sensations.

Social media moves fast. With evolving tools, changing platform trends, and the rise of AI, a social media manager’s day is never boring. But what are the primary areas of focus, goals, and challenges for social media teams as we head into 2025?

The State of Social Media report aims to answer that very question.

You’ll uncover the practices, preferences, and perspectives that are driving decisions and shaping the landscape of social media for today’s businesses in the EMEA region, which includes Europe, the Middle East, and Africa.

Social networks are more saturated than ever. Consumers continue to demand authentic, original content and quality in the businesses they buy from. The right influencer marketing strategy (and content) can help a brand break through the noise, engage audiences at scale and stand out from competitors.

We surveyed over 2,000 consumers, 650 marketers and 300 influencers to get their take on what makes influencer marketing successful, and predict how the landscape will evolve in the future. Download these five reports to create influencer marketing content that resonates, and dive into the evolving expectations of consumers and influencers themselves.

Everyone loves a good rivalry, and the digital marketing world is no different. SEO vs. SEM. Email vs. SMS. And increasingly, many marketers find themselves debating: influencer marketing vs. paid social—which deserves more of my budget?

Here’s the truth: it isn’t an either/or situation. The brands seeing the strongest ROI aren’t choosing sides—they’re strategically integrating both influencer marketing and paid social to create full-funnel strategies that engage consumers at every touchpoint.In the modern buyer’s journey, consumers don’t experience your brand in silos. They see your paid ads, watch creator content featuring your products, engage with your organic social, and discuss your brand in relevant communities—often all before they’ve ever made a purchase. The question isn’t which channel deserves your investment, but how to blend these channels to create a cohesive experience that converts.

Generation Z refers to people born between 1996 and 2010. They’re the second-youngest generation, between millennials and Generation Alpha. Gen Z identity has been shaped by the digital age, climate anxiety, a shifting financial landscape, and COVID-19. They’re known as ‘digital natives’—the first generation to grow up with the internet.

Gen Z is currently the second-youngest generation, with millennials coming before them and Generation Alpha after. Like every generation, Gen Z’s behaviors are shaped by how they grew up. Young people today have come of age in the shadow of climate doom, pandemic lockdowns, and fears of economic collapse. The earliest Gen Zers were born when the internet had just achieved widespread use. They’re called “ digital natives”—the first generation to grow up with the internet as a part of daily life. The generation spans a wide range: the oldest Gen Zers have jobs and mortgages, while the youngest are still preteens. Globally, Gen Z is growing fast: Gen Zers will make up a quarter of the population of the Asia–Pacific region by 2025. Read on to understand what makes Gen Z tick.

Zoomers are 40% likely to buy a trending product on social media. Much more likely, in fact, compared to boomers (23%) Gen X (33%), but just slightly more likely than millennials (39%). If you’re targeting zoomers and millennials, and you’re not on socials… you’re not even in the conversation. But which social platforms are we talking about?

So… 66% of Gen Z is likely to buy directly from TikTok, making it the top social commerce platform for the generation.

Generation X (Gen X), born between 1965 and 1980, was one of the first generations to grow up with traditional media and go digital later in life. Their social media habits reflect this evolution, with them having profiles on both long-standing and emerging social networks.

According to the 2024 Social Media Content Strategy Report, Gen Xers are loyal to legacy social networks, with 92% having a profile on Facebook, 78% on Instagram and 74% on YouTube. They’re also steadily becoming more present on newer and emerging networks, with 54% having a TikTok profile and 13% being on Threads.

Social media is a part of daily life for many, but usage patterns and preferences vary across different countries and demographics. Let’s explore global trends in social media engagement, from posting frequency to platform preferences and emotional connections.

Instagram claimed the top spot as users’ favorite platform, with those in Mexico, Germany, and the UK showing the strongest preference for the photo-sharing app.