In 2025, the social media landscape has become more unpredictable than ever.

With new platforms emerging, established ones evolving, and regulatory decisions disrupting major players, businesses face an uphill challenge: how do you choose the best platforms to connect with your audience?

This blog explores the most significant changes in the social media world this year and how New Zealand businesses can adapt to thrive amidst uncertainty.

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The Rise of Bluesky: A New Contender

Bluesky, a decentralised social media platform, has risen as a strong competitor to the likes of X and Meta. With its focus on privacy, customisable algorithms, and a more user-centric approach, Bluesky is attracting users disillusioned with larger platforms.

A new photo-sharing app named Flashes is also poised to launch on the Bluesky social network within the first two months of 2025.

Flashes aims to provide a visually-focused experience for Bluesky’s growing user base. The app will allow users to share photos (up to four images) and videos (up to one minute long), mirroring Bluesky’s existing media capabilities. Posts made on Flashes will also appear on Bluesky, and comments will be synchronised between the two platforms. Direct messaging will also be supported.

Opportunities for NZ businesses:

• Access to an engaged, privacy-conscious audience.
• Early adoption may lead to stronger visibility and influence.

Challenges:

• Smaller user base compared to Meta and X, sitting at 28 million users in January 2025 and growing rapidly.
• Limited tools and metrics for now.

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Challenges with X (Formerly Twitter)

Since Elon Musk’s acquisition, X has faced a decline in user trust, partly due to relaxed content moderation and algorithmic unpredictability. Many users and businesses have left the platform, while others are reconsidering their strategies.

Strategies for NZ businesses:

• Focus on building niche communities rather than chasing viral content.
• Experiment with alternative platforms, but maintain a presence on X if your audience remains active there.

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Meta’s Shifts: Less Moderation, More Concerns

Meta’s recently announced reduced content moderation policy raises concerns with many users about brand safety and potential for harassment on the platform. Facebook and Instagram, once stalwarts of social media marketing, are losing trust among both users and businesses.

How to respond:

• Leverage Meta’s tools for audience targeting while carefully monitoring brand safety.
• Diversify your marketing efforts to reduce over-reliance on any single platform.

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Instagram’s Visual and Functional Changes

Instagram has introduced significant visual updates, aiming for a cleaner, more immersive experience. However, these changes have also altered the way users engage with content, potentially impacting visibility and losing followers.

Tips for NZ businesses:

• Keep up with Instagram’s new features to maximise engagement.
• Focus on creating visually striking content to stand out in the updated layout and resize content templates to ensure your content is optimised for mobile.

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TikTok’s Disappearance and Return: Lessons Learned

The temporary ban on TikTok in the US disrupted creators and businesses worldwide, demonstrating how quickly a platform can disappear.

What NZ businesses can learn:

• Avoid relying on a single platform for marketing.
• Use TikTok creatively while also exploring other video-focused platforms and leveraging mobile format video content to use across YouTube Shorts, Reels and Stories.

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How NZ Businesses Can Adapt to Social Media Flux

To navigate the current turbulence:

1. Diversify your presence across multiple platforms to reduce risk.
2. Evaluate new platforms like Bluesky, considering where your audience is moving and actively gaining an understanding of how the communities function within each platform.
3. Invest in direct communication channels, such as email marketing and website content.

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Building a Trustworthy Strategy in Uncertain Times

When choosing platforms, consider:

• Where your audience is most active.
• Platform stability and long-term viability.
• How much control and trust the platform offers.

Partnering with a digital agency like Happy Monday ensures you stay ahead of these changes while maintaining a strong connection with your audience.

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Staying Focused Amidst the Digital Noise

While the social media world continues to evolve at a dizzying pace, it’s important for businesses to remain grounded in their core goals and objectives. The fundamentals of marketing and communication have not changed—building trust, delivering value, and connecting with your audience remain paramount.

Amid all the ‘noise’ of shifting platforms, algorithm changes, and new technologies, businesses should resist the temptation to jump on every trend or chase the next big thing without a clear purpose. Instead, focus on where your customers are and how you can meet their needs. Being strategic, rather than reactive, allows you to maximise the impact of your marketing efforts.

The basics of effective marketing still apply:

• Know your audience. Invest time in understanding your customers—what platforms they use, what content resonates with them, and how they prefer to engage.
• Be consistent. Regardless of the platform, consistent messaging and branding build trust and recognition over time.
• Create value. Whether it’s through entertaining content, informative posts, or personalised communication, businesses that deliver value are the ones customers return to.

Social media platforms may change, but these core principles remain constant. By keeping your business objectives front and centre, you can navigate the changing digital environment without losing sight of what truly matters—connecting with your audience in meaningful ways.

Focusing on long-term strategies, rather than being distracted by short-term fluctuations, ensures your business remains resilient and effective, no matter how the digital landscape shifts. Let the tools evolve, but always keep your eyes on the outcomes you aim to achieve.

Happy Monday is here to help. Get in touch with us today to develop a social media strategy that works for your business.