The 2025 Look Ahead
2025 is here—now what? 2024 showed how social platforms can shift culture overnight. We’re in a world where creators, entrepreneurs, and brands are all blending together, and reality feels... blurry. To help us make sense of it, we asked @milk’s multi-gen creative community what’s next for culture, content, and collaboration in 2025. In this report, get the inside scoop on what’s working, what’s not, and how brands and creators will evolve this year.
In light of recent headlines about TikTok’s potential decline, we’re diving into how this could shift digital behavior, especially among Gen Z and Millennials. To this end, some of our key takeaways might surprise you:
1. Your brand's social strategy needs a reality check—beyond the platforms
2. Instagram is far from dead, and it’s Gen Z and Millennials who are keeping it alive
3. For many, Instagram remains the "ride or die" platform—easy, authentic, and home
4. Reels have become TikTok’s closest competitor, giving users the same vibe without the stress
OUR 2024 LOOK AHEAD
2023 marked a cultural shift from mass relatability to niche maximalism where creators are defining original formulas for content and culture, fueled by the evolution of TikTok. Using the signals of last year to look ahead, we’re excited to share with you our forecast for 2024 and beyond.
Our 2023 Look Ahead
2022 was a year of reintroduction to the world. Framed by a year of social and aesthetic awakening, creators and businesses alike have had to think about how they show up that demands more honesty and vision. Stemming from the happenings of last year and looking ahead, we are excited to share with you our forecast for 2023. Who are the creators that are defining the future? How has the way we make and consume content changed? And, how are businesses innovating through experience and technology to thrive in the new year?