Inside Deloitte’s 2025 Report: What’s Actually Working on Social Now

Deloitte’s latest report reveals what top-performing brands are doing differently, and how marketers can keep up.

Here are the highlights you need to know (in 3 minutes or less):

Community is Strategy

Brands are moving away from passive posting and toward meaningful interaction.

Deloitte’s report shows that the strongest performers in 2025 are those building active, loyal communities, not just growing follower counts.

Brands prioritizing community engagement see higher retention and ROI.

If your brand still treats social as a loudspeaker, it’s time to shift gears.

Smaller Creators, Bigger Results

Influencer strategy is being redefined.

Instead of relying on celebrity or macro influencers, brands are collaborating with micro and mid-tier creators who connect more deeply with niche audiences.

48% of marketers report stronger ROI from smaller creators.

The takeaway? Authenticity scales — and it converts.

Social Commerce Is a Real Revenue Channel

Social is no longer just for awareness.

Deloitte’s findings show that 14.4% of revenue for mature brands now comes directly from in-platform sales, through Instagram, TikTok, even LinkedIn.

If your social presence isn’t tied to commerce, you’re leaving value on the table.

What the Smartest Brands Are Doing Right Now

At Smart 360, we help brands bridge creative with measurable impact. Here’s what top performers are already doing:

• Running long-term creator partnerships, not one-offs
• Designing social content that sparks dialogue
• Creating seamless purchase journeys inside social platforms
• Tracking metrics that tie directly to business outcomes

This isn’t about doing more.
It’s about doing what matters — consistently, strategically, and with clarity.

Need help aligning your social strategy with how people actually behave in 2025?

Let’s talk.