From TikTok’s on-and-off ban, RedNote’s rapid entrance, Trump’s new AI and tech regulations squeezing social giants like Meta—2025 is off to a dramatic start.
Experts from performance marketing agency, Journey Further, weigh in on our current social landscape, providing advice to digital marketers who may be scrambling on how to navigate the ongoing uncertainty.
Navigating the Platform Shuffle
“Our advice to clients right now is to anticipate higher CPMs on Facebook and Instagram as TikTok users migrate. Platform diversification isn’t just about budget—it’s about format adaptability.
While Instagram may absorb TikTok-style content seamlessly, YouTube’s different aspect ratio demands careful creative planning. Reserve budget for platform experimentation, but ensure your creative strategy can flex across multiple formats.” – Sophie Somers, Director of Paid Social, Journey Further
Fundamentals for Digital Resilience
“Yes, the social landscape is shifting but in digital environments this has been the status quo for years! The knee-jerk reaction might be to panic and pivot platform-first. Don’t do that. Instead, double down on the fundamentals:
- Master your audience’s behavior patterns, not platform preferences. Map their complete digital footprint across all platforms.
- Align every budget line with clear objectives—awareness, conversion, or loyalty. Match investment to outcomes, not trends.
- Build platform resilience through diversification. Your strategy should survive any single platform’s demise or cost spike.
- Test emerging platforms strategically, but scale only with proven results.
- Maintain a 10-20% flexible budget for rapid adaptation to market shifts.
– Lydia Hinchliff, Director of Strategy, Journey Further
Building For The Long Haul
“Refrain from the knee-jerk reactions. The biggest mistake brands make is focusing on quick wins at the expense of long-term opportunities. This “one-night stand” mentality prioritizes short-term metrics over sustainable growth, ultimately weakening brand equity. Successful performance campaigns go beyond one channel and one set of metrics to build trust and nurture customer connections across every touchpoint—whether it’s a search ad, a social post, or an email.” – Lydia Hinchliff, Director of Strategy, Journey Further
The Lesson of TikTok’s Potential Shutdown
“TikTok’s potential shutdown impacts both brands and creators who’ve built their livelihoods there. The lesson? Never rely on a single platform. Start exploring strong alternative platforms like Snap, Instagram, and YouTube Shorts while archiving your content for future use.” – Lauren McFarland, Senior Director Creative Experiences, Journey Further
Smart Migration: Test, Learn, Adapt
“Before redirecting budgets, we recommend first analyzing your core KPIs and audience engagement patterns. Invest time in learning where your audience is most active and engaged. Additionally, consider platforms outside of the social landscape. Adopting a ‘test-and-learn’ approach can help you to identify your most effective performance drivers.” – Sophie Somers, Director of Paid Social, Journey Further
On AI and Regulations
“Artificial intelligence is a game-changer, but it’s not a silver bullet. Brands that rely solely on AI often fall into the trap of over-automation, losing the human touch that resonates with customers. True marketing success comes from combining AI’s efficiency with human creativity and strategic insight.” – Lydia Hinchliff, Director of Strategy, Journey Further
About the authors:
Lydia Hinchliff, Director of Strategy, Journey Further
Lydia Hinchcliff is a strategic marketing veteran with over two decades of experience driving digital innovation. As a Director of Strategy, she has revolutionized performance marketing by leveraging data-driven approaches to help brands connect more meaningfully with their audiences.
Lauren McFarland, Influencer Marketing Director, Journey Further
Lauren McFarland is a social and creator specialist with more than10 years of experience leading influencer strategies for the likes of Fifa, PepsiCo, Alibaba.com and Mars.
Sophie Somers, Director of Paid Social, Journey Further
Sopie Somers is a strategic digital marketing leader with deep expertise in paid social campaigns across Meta, TikTok, and emerging platforms, driving measurable ROI for clients across the globe.
