Social Media Traits in Australia [updated 2025]

With customers spending a lot time on social media, it has develop into a key a part of our tradition, each on-line and IRL. This additionally makes it a vital device for entrepreneurs. However social media is at all times altering. When crafting your social media technique for 2025 and past, it is advisable be certain the newest social media developments are high of thoughts. That is particularly vital as a result of in line with The 2025 Sprout Social Index™, 58% of social media customers plan to maintain utilizing social simply as a lot in 2025, whereas 24% say they’ll use it much more.

The excellent news is, we surveyed over 1,000 Australian social media customers and 200+ social media professionals to search out the freshest insights on present developments and what’s on deck for the long run in 2025. On this article, we’ll discover 10 of those Australia social media developments and provide the insights it is advisable navigate your social technique efficiently.

What developments have impacted social media advertising and marketing in Australia?

Social media advertising and marketing has by no means been a simple job, and it’s stuffed with attention-grabbing challenges in 2025. Parliament has banned social media for all kids underneath 16 in Australia, making it tough for entrepreneurs to succeed in a youthful demographic.

And but, web tradition is as vibrant and vital as ever. Audiences crave authenticity relatively than trend-chasing; they need manufacturers to take heed to them relatively than speak at them.

Amongst manufacturers, there’s a spot between C-suite executives and social media execs in terms of appreciating the worth of social media. A rising variety of Australian social practitioners report feeling inventive fatigue, and lots of are assured that AI-driven social media instruments may also help overcome the problem.

Let’s take a better have a look at these developments impacting Australian social media advertising and marketing in 2025.

1. Social media is the epicenter of tradition

The net world is enmeshed with the actual world and has a really tangible influence on it. In accordance with the Index, 91% of Australian social media customers agree that social media is how we sustain with developments and cultural moments, they usually count on manufacturers to be in tune as nicely. Fifty-four p.c of Australians use Instagram, 49% use Fb and 39% scroll by way of TikTok to remain in keeping with social developments.

However when a model hops on a pattern they don’t absolutely perceive, it’s cringe. Whereas 40% of customers discover it cool when a model joins a viral pattern, 32% discover it embarrassing and 28% suppose it’s solely efficient if it occurs inside two days of the pattern beginning. It’s a effective line for manufacturers to stroll. Be considerate about your method to viral developments—don’t simply leap on each pattern blindly.

However listening to on-line conversations and having your finger on the heartbeat may be immensely helpful. Hit kids’s TV present Bluey makes use of social listening to grasp what their group needs. As an illustration, they know that followers adore the chaotic character Muffin, they usually ship extra Muffin content material to followers’ delight.

Bluey additionally understands what their viewers connects with emotionally. Hit episode “Sleepytime” is a infamous tearjerker for fogeys, and Bluey doesn’t hesitate to share Sleepytime-themed content material commonly. Followers really feel deeply linked to the themes of the episode, the music and the expertise of parenting it depicts. Leaning into that helps construct group and model loyalty.

Takeaway: On the finish of the day, manufacturers must do not forget that like all tradition, on-line tradition is about belonging and emotional connection. And authenticity is vital to a model’s success on-line—extra on that later.

2. Content material saturation and the battle for Australia’s consideration

The Australian social media panorama is crowded with content material. To chop by way of the noise and earn and keep client consideration, manufacturers have to be strategic. Having a high-quality services or products and creating authentic content material helps you stand out from the gang.

Create worthwhile, partaking, relatable content material that exhibits you deeply perceive your viewers.

For instance, DIY, backyard and ironmongery store Bunnings shares a great deal of helpful content material that illustrates a eager understanding of their viewers. Their Instagram Reels present straightforward DIY initiatives, cleansing and gardening suggestions, enjoyable crafts and useful merchandise, all in a pleasant and easy-to-digest format.

Takeaway: Nothing beats figuring out your viewers. For those who attempt to create content material that caters to everybody, you’ll stand out from the gang for nobody. Focusing in your area of interest and creating worthwhile content material that meets your viewers’s wants or solutions their questions is a big win—for each of you.

3. Authenticity and engagement over trend-chasing

Customers favour authenticity and relatability, however the definition of authenticity is shifting. Prior to now, we assumed that unscripted, lo-fi content material was inherently extra genuine, however that’s now not the case. As an alternative, it’s all about whether or not the model and its content material are aligned with its values and story. Manufacturers’ content material ought to really feel trustworthy and actual. What occurs behind the scenes at your model? Sharing a sneak peek along with your viewers may also help humanize your model, bringing your story to life so it’s clear that you simply stay your values daily.

Consumer-generated content material is one other nice technique to present up authentically. When your clients share images, movies or critiques of your product, their trustworthy reactions are a priceless illustration of how beloved your model is. Sharing user-generated content material about your model feels pure and fewer promotional.

Qantas Airways periodically shares a peek behind the scenes of various endeavours that folk may not in any other case learn about. As an illustration, on this reel, one flight attendant shares a glimpse of her day delivering presents to kids in Cairns for the vacations. Commenters loved the flight attendant’s pleasant, cheerful demeanor and applauded the model for his or her efforts to unfold Christmas pleasure. The content material got here throughout as actual and significant relatively than performative.

4. There’s a spot between Australian social groups and executives

A big hole exists between Australian social media groups and govt management within the understanding of social media’s enterprise influence. Elevate your hand for those who’re stunned.

Nearly half (47%) of social media practitioners imagine their govt groups don’t belief them sufficient to find out what content material performs greatest on social. Social practitioners need better autonomy, extra sources and improved cross-departmental collaboration. In addition they search higher know-how to trace efficiency and influence.

Takeaway: Trusting your social crew is vital. Social media managers know the ins and outs of web tradition and perceive their viewers completely. Empowering social media professionals to do what they know greatest is the primary ingredient in your recipe for achievement. Generally a bizarre, offbeat concept is the inventive gem you by no means knew you wanted to thrill your viewers and attain a brand new demographic, too.

5. Evolving skillsets

The abilities deemed most vital for social media practitioners in 2025 are superior abilities in social listening instruments, inventive course, knowledge evaluation, cultural competence and model voice improvement.

Human specialists stay needed on this planet of social media advertising and marketing, and constructing your specialised abilities will show you how to excel in 2025 and past. Practical abilities that assist in day-to-day social media work embody social listening, inventive course, knowledge evaluation and storytelling. By listening to your viewers on-line and reviewing your social media analytics, you’ll be able to higher ship the content material they crave. Honing your storytelling and inventive course abilities will show you how to create distinctive, partaking content material that stands out and is actually memorable to your viewers.

As for gentle abilities, concentrate on enhancing model voice improvement, undertaking administration, partnership constructing and cultural competence. Partnership constructing is very helpful, whether or not it’s for interdepartmental efforts or collaborations with influencers. Studying about different cultures is an effective way to develop into a greater marketer, too. Give attention to recognizing your biases, educating your self about different cultural beliefs and practices, and discovering methods to uplift and have a good time different cultures in your work when doable.

6. Manufacturers are anticipated to fight misinformation

Ninety-three p.c of Australian customers need manufacturers to step up and fight misinformation greater than they at the moment do, per the 2025 Index. Meta not too long ago eradicated their third-party fact-checking program within the US. It has been changed with Group Notes, a characteristic the place particular person customers can depart notes including context in the event that they imagine the content material is fake or deceptive. Whereas it’s unclear how a lot this can influence different nations, some sources report fact-checking is already being changed with Group Notes in Europe as nicely.

Takeaway: If third-party fact-checking is eradicated globally, on-line misinformation will possible improve considerably. That makes it much more vital for manufacturers to talk up, notably once they spot false claims about matters of their business.

7. Social customer support is important

Social media networks are a most well-liked technique of customer support. A whopping 73% of social customers agree that if a model doesn’t reply to customer support questions on social media, they’ll purchase from that model’s competitor subsequent time. The analysis additionally exhibits that clients choose to get assist from manufacturers through feedback sections, DMs and @-mentions, so it’s key to watch and reply promptly.

Activewear model Lorna Jane replies to commenters even when it might not appear helpful for them to take action. Lorna Jane shared a video by creator @katelin.z.wears displaying off a two-tone denim outfit, and some commenters had been captivated by the inexperienced gown she wore for a fraction of a second at first of the video. Many manufacturers would merely ignore feedback a couple of product by one other model, however Lorna Jane kindly tagged the creator and requested her to weigh in. She responded and folk genuinely appreciated it. It’s a small, fast act of service for the patron, however a simple means so as to add worth by being sort and useful.

Takeaway: Reply persistently and with kindness. Providing nice customer support through social is a surefire technique to increase your model’s repute.

8. Social commerce is increasing in Australia

Social media performs a big function in client discovery and buy choices, with many Australians making spontaneous purchases based mostly on social content material. In truth, per the Index, most social customers (38.5%) make spontaneous purchases based mostly on social media content material a number of occasions per yr, with 28% reporting that they make spontaneous purchases each month.

Plus, with TikTok Store set to launch in Australia in 2025, it may very well be an actual game-changer for social commerce.

Many Australian manufacturers are already being good about social commerce. Iconically Australian hat model Akubra has begun integrating store buttons into their Instagram content material. This gradual integration coupled with the convenience of tapping to search out the precise hat within the picture makes the procuring expertise clean and pleasing.

9. Artistic fatigue is on the rise

We hate to see it, however burnout is growing in 2025. Social media practitioners are combating content material creation; 52% report feeling the identical quantity of fatigue as final yr and 26% report feeling extra drained than earlier than. There’s an expectation to be chronically on-line and sustain with developments, which may be exhausting. Battling burnout isn’t straightforward, however it’s doable.

Begin by decreasing the time you spend on-line outdoors of labor, discovering a supportive group‌ and advocating for extra sources at work.

Generally the extra sources you’re hoping for simply aren’t within the playing cards. In these conditions, AI instruments may be extremely useful. For instance, whenever you’re caught looking at a clean display and making an attempt to draft social copy, Sprout Social’s AI Help can supply jumping-off factors for captions and hashtags.

10. Utilizing AI in social product

Social media practitioners view AI positively as a possible device to fight inventive fatigue. The vast majority of social media professionals report feeling both very or considerably assured in AI’s potential to assist them. Sprout skilled this firsthand, incorporating Sprout’s AI instruments into the social crew’s social media administration workflow. The information confirmed 72 hours saved every quarter on reporting, US$16,000 (AU$ 25,406.10) of time saved on reporting per yr and US$132,000 (AU$ 209,600.33) in time saved on buyer care annually. And simply as vital? Our groups reported that it freed up time for extra inventive work.

AI is especially useful for automating duties in your workflow. When crafting social media copy, AI instruments can help with crafting messaging, checking grammar and syntax, producing headline and hook concepts, and extra. Writing alt textual content is a crucial a part of publishing social content material too, however is commonly a clunky piece of the workflow. With Sprout’s AI Help, you’ll be able to streamline the method with AI-generated alt textual content.

The tedious work of scheduling social content material may also be alleviated by AI. AI social media scheduling instruments assist with bulk scheduling, optimizing for various platforms and managing belongings, simply to call a number of duties. Incorporating AI into your course of offers you time again in your day for the duties that energize you most.

Social media advertising and marketing may be cyclical, and after we hit our busy seasons, these emotions of burnout intensify. AI generally is a useful gizmo for getting by way of peak seasons, particularly in terms of customer support on social. It may well even perform as a social media assistant, whether or not it’s by way of chatbots for putting and monitoring orders or optimizing your content material schedule.

The vacations may be extra-frantic for social media entrepreneurs, notably for those who’re a small and scrappy crew. Using AI is welcome by clients now: 74% of customers are comfy with manufacturers utilizing AI to ship quicker customer support on social. Sprout’s Improve by AI Help is an efficient useful resource for utilizing generative AI to enhance your responses to feedback and DMs.

Find out how to sustain with social media developments in Australia

You possibly can’t sustain with social media developments in a silo. With the proper sources and group, it’s straightforward to maintain up with social media developments in Australia.

Comply with business blogs and publications

There’s no scarcity of fantastic social media publications. Some favourites embody Social Media Examiner, Sprout Social’s weblog, We Are Social and Margin Media.  

Take part in social media communities

Discovering group on-line is a significant technique to make friendships and study new issues. Sprout Social’s the Arboretum is an efficient place to begin. Fb and LinkedIn have numerous energetic teams for social media practitioners too—try Social Media Managers on Fb and Social Media Right this moment on LinkedIn.

Relying in your area of interest inside the social media advertising and marketing world, it’s also possible to discover extra particular communities for freelance social media entrepreneurs, nonprofit social media entrepreneurs‌ and past.

Use trend-tracking instruments and platforms

Sprout Social and Google Traits are useful for staying on high of developments. You possibly can browse what’s trending now, arrange experiences or seek for particular gadgets of curiosity.

Comply with influencers and thought leaders

Past instruments and articles, we are able to study lots from one another. Jon-Stephen Stansel, Jayde Powell, Annie-Mai Hodge and Zaria Parvez are a number of proficient social media practitioners and thought leaders who share informative (and relatable!) content material about social media in 2025. Australian social media businesses like Eight Purchasers and Melbourne Social Co are nice follows, too.

Experiment and analyze

Experiment with new options as they roll out, take a look at developments and see what performs nicely‌, and listen and suppose critically whenever you interact with content material on-line.

Social media advertising and marketing in 2025

Maintaining with evolving social media networks and developments is hard, however it may be energizing. Social media practitioners face complicated challenges in 2025, like discovering methods to point out up authentically, making strides to fight misinformation and standing out in a crowded on-line setting.

Begin with a strong basis of knowledge about viewers habits and expectations. If you recognize what they need, you’ll be higher ready to flex with the altering tides. Take a deeper dive into The Sprout Social Index™, which covers what manufacturers must know for 2025 and past.