Real State of Social Media in 2025: What Marketers Really Think

What’s Really Happening in Social Media Marketing in 2025?

Social media marketing is evolving rapidly—and not always in the ways brands expect. The latest State of Social Media report by Milk Karten reveals key insights into the top-performing platforms, content formats, and how marketers are feeling about the industry in 2025. As a social media and influencer marketing agency, we’re constantly tracking what actually works. In this blog, we break down the most important social media trends, platform updates, and content strategies that businesses need to know this year.

A recent article shared that 88% of Singaporeans on social media, using an average of 7.2 platforms monthly, local social media strategies cannot afford to stay static. Social media is no longer just about showing up, it’s about showing up well. This can be done through adapting to fast-changing user behaviour, content preferences, and growing creator fatigue. Survey respondents says brands nailing their social media in 2025 includes Duolingo, LOEWE, and Glossier. These survey results are valuable for brands and digital creators in Singapore who want to stay ahead in social media marketing.

The Social Media Platforms That Matter Most

In 2025, Instagram still reigns supreme, with 92% of social media marketers listing it as their top choice. It offers versatile post types and helpful tools, making it a one-stop content hub from awareness to engagement. Interestingly, LinkedIn emerged as a second-place contender amongst brands like Apple TV+, Figma and Notion, overtaking TikTok. TikTok remains a challenge, with over 32% of marketers referring to themselves in “TikTok Jail”. At the same time, marketers look to diversify away from X/Twitter.

💡If your current social media strategy still leans too heavily on just Facebook and Instagram, it may be time to diversify.

Winning Formats for Engagement

Short-form video content (under 3 minutes) continues to dominate with 66.9% of marketers calling it their top performer. Meanwhile, carousel posts are making a serious comeback with 70.3% of social media professionals saying they drive the most results. Beyond format, what works in 2025 is content that feels relatable, informative, or entertaining. For example, memes, behind-the-scenes stories and human-led narratives. Keywords like “educational” and “humor” ranked high, showing that chasing trends blindly is not the goal but rather posting better content. 

💡A strong social media strategy in Singapore should balance trends with timeless, brand-led storytelling.

What Social Media Marketers Are Really Feeling?

51% of social media professionals said that they feel worse off than last year. This is due to challenges faced like burnout, content fatigue, and tight budgets.  The top feeling? “Overwhelmed” was mentioned over 80 times. Additionally, an average of 7.33 hours of daily screen time makes it clearer that: burnout in content creation is becoming a serious issue. 

💡If you are experiencing content fatigue, you’re not alone but it might be time to rethink your workflow/strategy.

All in all, this sums up the real state of social media in 2025. Social media marketers and content creators alike, the right platforms and content type is important but be sure to protect yourself from a burnout.

Want to know more? Follow us on IG @indiecollaborates for social media marketing tips or reach out to us at [email protected].