Social Media Usage and Behaviour: Trends Marketers Can’t Ignore

Discover the latest social media trends shaping user behaviour and marketing strategies in 2025

Ciara Garcha

January 2, 2024

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3 minutes

The social media landscape is evolving at an unprecedented pace. Users are changing how they engage with platforms, from reducing screen time to spreading their attention across multiple apps. At the same time, short-form videos and new platforms like BeReal are reshaping digital habits. For marketers, especially in the fashion industry, these changes are critical for staying ahead.

Here’s what you need to know about evolving social media behaviour and, most importantly, how you can adapt your advertising strategies to stay relevant.

The Big Picture: Social Media Trends

1. The Push to Reduce Screen Time
Social media users are striving to strike a balance between staying connected and avoiding digital burnout. Although reducing screen time is a priority for many, people in the UK still spend significant time online—averaging 1 hour and 49 minutes daily across 6.4 platforms ¹. This makes it crucial for marketers to create high-impact, memorable content that stands out.

2. Short-Form Video Leads the Way
Short-form videos continue to dominate engagement metrics. According to Forbes, videos under a minute long capture the attention of 66% of users and are 2.5 times more engaging than longer formats ². Platforms like TikTok, Instagram Reels, and YouTube Shorts are driving this trend, providing brands with an unmissable opportunity to deliver concise, compelling content.

3. Multi-Platform Engagement is the Norm
It’s no longer about being everywhere—it’s about being in the right places. While Facebook remains the most widely used platform globally, others are emerging as key players in specific demographics. Pinterest, for instance, saw significant growth in the UK, with 71% of its audience being women. Meanwhile, TikTok continues to dominate Gen Z’s attention, with users spending an average of 49 hours monthly on the app¹.

Gen Z: Shaping the Future of Media

Gen Z is rewriting the rulebook for media consumption, moving away from traditional platforms and embracing social-first experiences.

1. A Decline in Streaming Services
Streaming giants like Netflix and Disney+ are feeling the strain as Gen Z cancels subscriptions at increasing rates. Why? Platforms like TikTok and YouTube offer free, algorithm-driven content that feels more engaging and relevant. A Deloitte report found that 60% of Gen Z prefers social media videos to streaming services, largely due to their immediacy and authenticity³.

2. BeReal’s Meteoric Rise
While TikTok holds the crown, BeReal has emerged as the fastest-growing platform among Gen Z, boasting a staggering 313% increase in users last year⁴. Its focus on unfiltered, real-time sharing resonates with a generation prioritising authenticity—something brands should consider when planning their content strategies.

The Authenticity Challenge in Social Media Marketing

As users become more critical of the content they consume, marketers face increasing pressure to create ads that feel genuine and resonate with their audience.

1. Ads Are Falling Short
Only 8% of users feel represented by the ads they see—a sharp decline from previous years¹. This underscores the need for brands to rethink their messaging, ensuring it is inclusive and authentic.

2. Influencers Remain Powerful
Despite scepticism towards traditional ads, influencers continue to hold significant sway. In fact, 50% of millennials say they trust influencer recommendations when making purchase decisions⁵. For brands, collaborating with well-aligned influencers offers a powerful way to build trust and drive engagement.

3. Ad Blocker Usage Persists
Although ad blocker usage has declined overall, it remains prevalent among younger audiences, with 41% of 15–25-year-olds still relying on them⁶. The solution? Invest in influencer partnerships and native content that integrates seamlessly into users’ feeds, effectively bypassing blockers.

How Marketers Can Adapt

1. Prioritise Short-Form Video Content
Short-form videos are non-negotiable. Focus on creating punchy, visually engaging content for platforms like TikTok, Instagram Reels, and YouTube Shorts. Think quick tutorials, product spotlights, or behind-the-scenes snippets that captivate viewers.

2. Diversify Platform Strategies
Gen Z’s multi-platform behaviour means your brand cannot afford to rely on just one channel. Pinterest’s growing popularity with female users and BeReal’s rise among younger audiences present untapped opportunities for marketers willing to experiment.

3. Build Trust Through Influencer Partnerships
Authenticity is key, and influencers deliver it in spades. Partner with creators who genuinely align with your brand’s values and target audience. Whether it’s fashion influencers showcasing your latest collection or lifestyle creators highlighting your sustainability efforts, these collaborations can bridge the trust gap in advertising.

Looking Ahead: Preparing for the Future

As concerns over misinformation, toxic online cultures, and digital fatigue drive users to reconsider their social media habits, brands need to stay agile. Creating authentic, value-driven content that aligns with users’ evolving expectations will be the key to maintaining relevance.

At Bravada, we specialise in helping brands navigate these changes with confidence. From crafting high-impact short-form video strategies to building data-driven campaigns across emerging platforms, we have the expertise to keep your brand ahead of the curve.

Ready to future-proof your social media advertising strategy? Contact us at hello@bravada-uk.com

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