THE 630-page report “Digital 2025,” the latest annual study from Meltwater, and We Are Social, offers an in-depth analysis of the evolving digital ecosystem, shedding light on the seismic shifts in the realms of social media, AI, and consumer behavior, particularly in the Southeast Asian market and beyond.
“Social platforms are the battleground for brands. They are the nerve centres of brand discovery, consumer engagement, and commerce. With AI transforming search, content, and interactions, and influencers shaping trends, the opportunities for impactful marketing are vast,” Toby Southgate, global group CEO at We Are Social said.
Central to the 2025 digital paradigm is the accelerating influence of Artificial Intelligence (AI). The report highlights a significant interest and usage surge in AI applications, exemplified by ChatGPT’s meteoric rise. The platform attracted over a quarter of a billion monthly active users and ranked among the top downloaded mobile apps globally. The powerful combination of AI and social platforms not only enhances user experience but also presents brands with unprecedented opportunities for targeted engagement and increased market insights.
With 5.24 billion social media identities, marking a 4.1 percent increase in the last year, platforms like Instagram, Facebook, and TikTok are adopting a central role in brand discovery processes. According to Digital 2025, half of all adult social media users now initiate brand research on these platforms. The data underscores the growing prominence of visual-rich content hubs like Instagram (62.3 percent) and TikTok (51.5 percent), which have seamlessly integrated an engaging blend of user-generated content and curated brand narratives.
Facebook remains a formidable entity, although slightly behind Instagram and TikTok in terms of brand research user base. In the Southeast Asian context, where platforms like Facebook continue to be wildly popular, this shift resonates deeply, providing fertile ground for localized branding and customized marketing campaigns.
The social media space is witnessing a fierce battle for dominance. With YouTube leading as the most used social media platform at the start of 2025, Facebook, Instagram, and TikTok round out the top five. Interestingly, Instagram claims the coveted title of the “favorite” platform, with 16.6 percent of social media users asserting their preference. This underscores the platform’s persuasive influence in shaping visual aesthetics and brand narratives across various cultural niches.
However, newer platforms are carving out their niche. Threads, a new entrant, has amassed 320 million monthly active users, with more than 100 million active daily. Its aggressive user growth signals a rapid adoption and intense competition in the social media realm. Bluesky, another emerging platform, boasts 30 million registered users, although data shows a lower number of monthly active users.
The exponential growth of digital and social ad spending is another stark revelation from Digital 2025. Global ad spend hit US$1.1 trillion in 2024, reflecting a $75 billion (7.3 percent) increase from the previous year. Digital channels have collectively dominated 72.7 percent of worldwide ad investment, with online spend alone surpassing US$790 billion. This continues the robust growth trajectory initiated by online ad spending, which has doubled since 2019.
“With digital ad spend exceeding $790 billion in 2024, understanding and proving ROI is more critical than ever. Brands must leverage data to make informed decisions on platforms and strategies. Given the shifting dynamics of user behaviour on social platforms, the insight-driven approach is the cornerstone of success,” Alexandra Bjertnæs, Chief Strategy Officer at Meltwater commented.
Social media ad spend, valued at $243 billion, marked a 15 percent year-on-year increase, highlighting the pivotal role of these platforms in brand outreach. Influencer marketing investment reached $35 billion, a 14 percent increase year-over-year, underlining the continued potency of influencer-driven campaigns in resonating with audiences.
The report underlines the evolving dynamics and nuances of digital audiences. With 6.83 platforms used per month on average, social media users traverse a vast interconnected ecosystem where cultural preferences and demographic characteristics intersect profoundly. The utility of social platforms for work-related activities has garnered an audience of over one-third of active social media users.
The rise of sports content as a major driver for social media usage underscores the integration of niche interests with broader user behaviour. Meanwhile, platforms like LinkedIn and Pinterest are capitalizing on growing professional and creative communities, extending their global ad reach.
The data revealed in Digital 2025 holds immense relevance for Southeast Asian businesses navigating the digital landscape. Where platforms like Facebook retains a stronghold, the strategic potential of Instagram and TikTok must not be understated. As the report indicates, 30.8 percent of women aged 16-24 follow influencers and experts on social channels, suggesting tailored influencer campaigns could significantly impact key demographics.
“Navigating the complexity of digital and social media requires a deep cultural understanding and the ability to craft compelling, talkable ideas that resonate across diverse audiences. Those who understand these nuances and harness the data-driven potential are destined to make waves in the 2025 digital landscape,” Southgate concluded.
