Welcome to the Wild West of the digital era. In many ways, navigating today's ever-evolving social media landscape is similar to playing the video game Oregon Trail. One minute, your brand is gaining traction on a platform, and you’re ready to settle in; the next minute, your social strategy is thrown into disarray because that platform has, metaphorically speaking, died of dysentery.
However, as any good pioneer would tell you, preparation and strategy are the key components to surviving and thriving in the Wild West. That's why Mythic’s social team has examined the current social media landscape and assessed how brands can strategically leverage these platforms and anticipate trends in the year ahead.
TikTok
Still thriving despite future uncertainty
TikTok’s fate in the U.S. remains uncertain since Congress passed a bill in late 2024 that would effectively ban the app if its China-based parent company, ByteDance, doesn’t divest. The enforcement of this ban has been postponed twice: first by an executive order in January and then by an additional 75 days in early April, just before the previous delay expired. This uncertainty could disrupt the app further. For brands that have not yet invested in the platform, it may be wise to wait until the situation stabilizes.
For brands that are currently using TikTok as part of their social media strategy, it's evident that the platform's short-form video content has made it a popular hub for younger audiences, particularly Gen Z. Last year, TikTok experienced “a median monthly follower growth of 21%, making it the fastest-growing platform,” according to Emplifi’s 2025 Report: Social media benchmarks. The report suggests that small and mid-sized brands are benefiting the most from TikTok, and can continue to capitalize on this platform’s rapid growth by producing content that aligns with trending topics for a better chance of virality.
Instagram
Reels continue to dominate and collabs boost engagement
While Instagram started as a platform focused on static posts, it’s witnessed steady growth among brands of all sizes, and the platform’s Reels feature has solidified its relevance. In 2024, “Reels surpassed images in frequency of use, accounting for 38% of brand posts by year’s end, compared to 37% for image posts,” according to Emplifi’s 2025 Report: Social media benchmarks. For brands, this underscores the importance of baking short-form, snackable video content that can provide a scroll-stopping moment for users, into their social strategies.
In addition to the rise of Reels, collaborative posts, where brands tag one another in an Instagram post, gained traction last year. Emplifi’s report highlights how small and extra-small brands benefitted the most from this strategy, leading to a 2.7- 3.4 times the engagement rate, respectively, of non-collaborative posts. When considering whether to incorporate collaborative posts into a social strategy, it’s essential to establish guidelines that will ensure each partnership is mutually beneficial. That means considering how your brand’s values, target audience and overall aesthetic align with that of a potential collaborator’s brand. Doing due diligence in the upfront will help set both brands up to achieve results through collaborative posts.
Facebook
Facebook and Instagram Reels are the ultimate complementary pair
While Facebook remains popular among older demographics, it may not be worth a significant investment for brands looking to reach younger audiences. However, Facebook Reels does offer some advantages for brands. In 2024, Facebook Reels saw a surge in popularity, with the median ad spend per account more than doubling. As a result, Emplifi’s report suggests that brands should utilize both platforms in complementary ways to maximize their return on investment.
When incorporating Reels into a broader social media strategy, it's essential to consider your goals when deciding which platform to prioritize. Facebook Reels is more focused on cost efficiency and reaching a wide audience, while Instagram Reels emphasizes engagement and building relationships with your target audience.
Twitter / X
Is it time to reassess this platform’s place in your strategy?
Late last month, Elon Musk announced that his artificial intelligence startup, xAI, acquired, X, formerly known as Twitter. The implications of this acquisition for the struggling platform remain uncertain, especially since it has experienced a decline over the past year, with its median brand profile shrinking by 0.8%, according to Emplifi.
With fewer active brand profiles using the platform, 2025 may be a pivotal year for companies to reassess whether X aligns with their overall marketing goals. While fewer brand profiles may mean less competition, it remains to be seen whether consumers will continue to utilize this platform. As always, it's important to evaluate whether your target audience is on the platform. If not, it may be beneficial to explore other current or emerging platforms where they are more engaged and likely to interact with your brand.
As you navigate the Wild West of social media, keep in mind that every brand's strategy should be as unique as its target audience. It's perfectly acceptable not to be present on every social media platform. Instead, focus on carefully selecting the platforms that will best serve your brand and its audience. Sometimes, it’s more effective to choose fewer platforms where your brand can genuinely connect with an engaged audience rather than trying to be on every platform simply for the sake of having a presence.
Need expert advice on how to maximize your brand’s potential on social? At Mythic, we specialize in building powerful social media strategies that amplify your brand’s voice and engage your audience authentically. From content creation and community management to paid campaigns and analytics, we deliver impactful social media solutions that drive results.
Reach out to us at newbiz@mythic.us to start the conversation and discover how we can help you connect with your audience on a deeper level.
