Just when we thought we’d seen it all in social media, 2025 kicks off with what can only be described as peak social chaos. In what might be the wildest weekend in social media history, we watched the Supreme Court approve the TikTok ban, the platform go dark for millions of US users, only to have Trump swoop in and magically restore it. But here’s where it gets interesting – in the lead-up to this rollercoaster, we witnessed something remarkable: users flocking to RedNote (Xiaohongshu) in what might be the most ironically defiant digital protest we’ve seen yet. And brands? Well, Duolingo swooped in with “oh so NOW you’re learning mandarin” in what might be the most perfectly timed reactive post of the year.

Social Media’s Having an Identity Crisis

Let’s be real – TikTok drama aside, social media’s going through a lot right now (and this isn’t just a reference to Doechii’s viral hit DENIAL IS A RIVER). Here in Australia, we’re about to become the first country to boot under-16s off social platforms entirely (good luck with that one parents). Meanwhile, Zuck’s over at Meta slashing diversity initiatives and content moderation faster than you can say “algorithm change”. These changes aren’t just random either – they’re a culmination from years of growing concerns about social media’s impact on youth, privacy concerns, and broader political tensions. And as we’ve come to expect in this day and age, users aren’t taking it lying down. 

RedNote Rising: The Plot Twist Nobody Saw Coming

In a twist that perfectly captures 2025’s chaotic energy, users are flocking to RedNote, another Chinese-owned platform, as their TikTok alternative. The irony? The app is predominantly in Mandarin, creating unexpected opportunities for brands like Duolingo to shine with their nimble, witty responses to users suddenly needing language lessons. This mass migration of what has now been dubbed ‘TikTok Refugees’ demonstrates how user behaviour often defies regulatory intentions, creating new challenges and opportunities in the process. That said, this TikTok refugee camp probably won’t last as long as a streak on Duolingo, especially with the TikTok ban reversal we’ve seen overnight. Remember Threads? Mastodon? Bluesky? Yeah, exactly.

The Content Conundrum: UGC, Algorithms, and Authenticity

Instagram’s new algorithm is basically saying “we can see your homework, and yes, you copied it.” As Buffet Digital points out, simply reposting found content won’t cut it anymore – the platform is actively punishing recycled content. But here’s the thing: this might actually force brands to, you know, be interesting for once. The days of building your entire strategy around reposting other people’s content are done. Dead. Finished. And honestly? Good riddance.

Brands That Get It 

Drawing from We Are Social’s Think Forward 2025 report, successful brands need to fundamentally rethink their social media presence. This isn’t just about adapting to new platforms – it’s about creating lasting value in an increasingly fragmented digital landscape. The most successful approaches combine quick, witty responses (like Duolingo’s RedNote reaction) with long-term community building and authentic engagement.

So what does good actually look like in this chaos? Let’s talk about the brands that are nailing it.

Take Loewe – they’re not just showing off bags, they’re making ASMR content about how they’re made and poking fun at generational social media habits. Their quirky personality, especially on TikTok, perfectly matches their out-of-the-box designs. It feels natural because it is.

Then there’s Jacquemus, turning French mime traditions into TikTok gold with their “POV: Your Jacquemus bag is too heavy” video. During the holidays, they partnered with content creator Guy Cooper for that ridiculously catchy “It’s beginning to look a lot like Jacquemus” parody (admit it, you’re humming it now). These brands aren’t just participating in social media; they’re actually having fun with it. 

Looking Forward

The social media landscape of 2025 is shaping up to be more complex than ever, but within this turmoil lies opportunity. IG reels may become America’s new TikTok (if only temporarily), or maybe (just maybe) we’ll see Vine rise from the dead. Whatever happens, we’re likely to see more geographic fragmentation, stricter user protections, and continued push for authentic, community-driven content.

For brands, success will increasingly depend on their ability to:

• Build genuine communities that extend beyond individual platforms
• Create original, platform-specific content that adds real value
• Respond quickly and authentically to cultural moments
• Navigate an increasingly complex regulatory landscape while maintaining authenticity

The Bottom Line

Whether it’s users learning Mandarin to stay on RedNote or brands finding creative ways to join the conversation, one thing’s clear: social media in 2025 is getting real. Like, really real. The days of posting just to post are over. The brands that win won’t just be the ones with the quickest reactions or the biggest budgets – they’ll be the ones that actually have something to say and aren’t afraid to use their own voice. 

So here’s the challenge for 2025: create content that doesn’t make people want to scroll past at light speed. Build communities that stick around even when platforms don’t. And maybe, just maybe, have a little fun while you’re at it. After all, if Duolingo can turn a potential TikTok ban into social media gold, what’s your excuse?

By Kate McGregor, Social Media & Digital Manager at Circul8.

Sources: 

The Daily Aus – TikTok Ban Breakdown

We Are Social – Think Forward 2025 

Buffet.Digital – School Up: Is this the death of UGC as we know it?

Nick Sylvia – LinkedIn – Duolingo

Saint Hoax – Chinese TikTok Alternative ‘RedNote’ Tops U.S. App Charts