Happy New Year!
As we step into 2025, I’ve been immersed in content that highlights emerging trends in tech and social media. I’m excited to explore some of these trends and share my predictions for how they might shape the communications landscape this year.
The Artificial Intelligence Hype is Fading
AI has been the buzzword of the decade, but we’re now entering a phase of what I’d call “AI fatigue.” While generative AI made remarkable strides in recent years, 2024 proved to be turbulent for its key players. OpenAI, once a frontrunner in this space, faced significant challenges, including the controversial ousting of co-founder Sam Altman, and reports of internal turmoil and a staggering $7 billion in expenses—overshadowing its $5 billion revenue—only added fuel to the fire.
In an effort to stay afloat, OpenAI ventured into the for-profit sector while maintaining a nonprofit arm—a move criticized by competitors like Meta and X. Despite these challenges, innovation in AI hasn’t slowed. OpenAI’s O3 Mini model, which enhances reasoning to outperform even PhD-level problem solvers, is a testament to that. It’s been predicted that in future, AI will outperform human intelligence, and the fact that we are already seeing this play out is quite compelling – and perhaps a bit unsettling. I am curious to see how this will play out in 2025.
The Dead Internet Theory: The Rise of the Bots
I first heard this term when I watched YouTube creator penguinz0’s video on some recent changes on Meta. The Dead Internet Theory is a conspiracy theory claiming that most online activity is now driven by bots and algorithm-generated content, intentionally designed to reduce real human interactions and manipulate users. The theory has recently taken center stage in conversations about Meta’s recent moves. Meta has started integrating AI-generated users—complete with profiles and bios—into Facebook and Instagram to redefine engagement. This essentially turns social platforms into networks populated by both humans and AI bots sharing generative content.
“They’re creating a dystopian network that doesn’t need humans.”– Penquinz0
These developments raise questions about authenticity. For communications professionals, this shift demands a reevaluation of strategies to stay relevant in an increasingly AI-saturated space.
Rising Popularity of Decentralised Platforms
Unlike traditional platforms that centralise data and control (e.g., Facebook or X), decentralised platforms allow users to have more autonomy over their content, data, and interactions. These platforms distribute power and decision-making among users and prioritise user privacy, data ownership, and transparency.
Decentralised platforms gained momentum in 2024, with Bluesky emerging as a notable competitor to X. During the U.S. presidential elections, a wave of users left X, driven by concerns over its CEO Elon Musk’s political affiliations and the handling of political discourse on the platform. This led to Bluesky welcoming a million new users in just one week, and new users were particularly drawn to the platform’s ad-free experiences and the ability for users to control their own data.
While earlier competitors like Mastodon and Threads struggled to sustain user interest, Bluesky’s growth shows promise. However, the question remains: Will users continue to gravitate toward decentralized platforms, and how will this trend reshape communication strategies?
YouTube: A New Era for Creators
Despite the fact that YouTube is now inundated with AI content (think of those robotic voice overs we are all now accustomed to hearing), there is actually a lot of good news for new creators on the platform. YouTube’s algorithm updates in 2024 prioritized smaller creators, promoting their content even on Shorts. This shift has been a win-win, fostering discovery while rewarding creators with greater visibility.
YouTube creator Jason Lee highlighted three types of content that are now doing really well on the platform, and the best part is that you don’t need to have the best editing or filming skills to produce this type of content if you are keen to build your audience and grow on YouTube:
- Day-in-the-life videos: Unfiltered, unscripted, and raw content resonates with users because it’s relatable and authentic
- Documenting new experiences and projects: Sharing progress in learning or building something keeps audiences engaged.
- Expert-based tutorials: Practical knowledge, even at a basic level, is game-changing for others. Don’t undermine what you know.
Interestingly, there’s a growing demand for authentic, minimally edited content, signaling a departure from overly polished videos. Check out his video to learn more about how smaller creators are making serious bank on Youtube with just a few thousand (or even hundred) followers.
For communications professionals:
As these trends unfold, communications professionals must adapt to shifting platforms, user preferences, and technological advancements. The landscape is more dynamic than ever, and 2025 promises to be a transformative year. Here is what I think will drive success for communications in 2025:
- Be Authentic
Authenticity will be the cornerstone of successful communication. While it might be tempting to compete with AI bots and chase algorithms, people ultimately crave connection. Is your content resonating with your human audience? In 2025, creating authentic, relatable content will be more valuable than ever.
- Quality Over Quantity
The pressure to be present on every platform is overwhelming, but not always strategic. Does your organization need to be on Threads or Bluesky? Do you have the capacity to effectively manage multiple accounts? I urge professionals to gather analytics data, evaluate platform performance, and focus on a few key channels that offer the most value. Resist the urge to keep up with every platform and prioritize impactful engagement over spreading resources too thin.
- Offline Engagement Matters
I remember a conversation I had with a journalist who debunked my idea that a majority of Kenyan youth are online and therefore they should be targeted on social media. He painted the true picture that in Kenya, the majority of audiences are rural, and most of them do not have unlimited access to the internet. How do we reach rural audiences? Are we leveraging legacy media like radio and television to reach these audiences? How are we ensuring inclusivity for offline communities? These questions are crucial for meaningful engagement in 2025.
The communications landscape in 2025 will be shaped by a balance of innovation and authenticity. Professionals who focus on genuine connection, strategic platform use, and inclusive approaches—both online and offline—will set the tone for success. As we adapt to these changes, the key to thriving will be creating communication strategies that resonate deeply with diverse audiences, reminding us that at its core, communication is about people.