TikTok, Instagram or YouTube: what’s worth beauty brands’ time and money as we head into 2025?

The question is key to navigating the fast-changing social media landscape, as shifting metrics and evolving algorithms force brands to rethink where and how to focus their spend for maximum reach, engagement and ROI. The definition of success has changed.

“Follower count and likes used to be key metrics, but brands now have to prioritise meaningful engagement — shares, saves and reach — to resonate and connect emotionally with users,” says Kate Kenner Archibald, CMO of social media management platform Dash Hudson. Brands have also had to adopt agile strategies to keep pace with the rapidly evolving beauty trends on social, ensuring they remain relevant and actively engaged in community conversations.