How are you all going?… Jeez, hasn’t social media well and truly changed the way we contact each other and share content? Whether it’s scrolling through memes, uploading videos, keeping in touch with mates, or just having a look at what celebs are up to. It’s not like the old days where you’d find out all the latest news at your local pub or in a newspaper.
Now I’m going to state the obvious, but social media is a huge part of everyday life for us Aussies and I don’t see that changing. However, with so many platforms out there, it can be tricky to figure out where to spend your time and which platforms are good to use so here’s your mate Joe Fortune giving you a guide on all the major social media platforms and a few of my thoughts on what might be ahead in 2025.
Facebook, or Meta as it’s now known, has been around for over 15 years. It’s the platform that really kicked off the social media revolution, bringing everyone from your older relos to your best mates online. Facebook is great for keeping in touch with everyone, including joining local neighbourhood groups, and keeping up with news.
These days, though, Facebook isn’t as popular with youngsters, who prefer the likes of Insta or TikTok. It is still one of the most used platforms in Australia. It’s also a dead set go-to for businesses, with its targeted advertising tools being a big draw. However, it’s not without its challenges, from what my team tells me there are constant battles with privacy concerns and algorithm changes. The news feed is often filled with ads, sponsored posts, and content from pages you’ve liked many years ago, making it a bit of a mixed bag. But, if you’re someone who enjoys a good scroll through trying to find out what an ex is up to, looking at your mates’ pics and family updates then Facebook still holds its own but for how much longer?
If Facebook is the oldest sibling, then Instagram is its cooler, younger cousin. Insta is all about the visuals such as photos, stories, and short-form videos. The platform has become a big hit for influencers, brands, and anyone who wants to share their filtered, perfectly imagined life. Who says you can’t polish a turd… Over the years, Instagram has evolved beyond just being a photo-sharing app, introducing Stories, Reels, and Threads.
The addition of shopping features has made Instagram a great platform for businesses, too. You can buy most things now without leaving the app. In Australia, Instagram is hugely popular for foodies, travellers, and those of you who are fashion lovers… you’ll certainly find that some of my mates including J Webby Can Eat, are well followed on this platform too!
With regular updates to their algorithms and the introduction of more control over your feed, for e.g. you can mute certain accounts now, Instagram continues to work hard to make the platform more positive in recent years perhaps mindful that there has long been talk about it being banned for under 16-year-olds in Australia.
X formerly known as Twitter
X is where the world goes to have a bloody good whinge and rant. Whether it’s political opinions, sports, or the latest celebrity gossip, X is the platform for quick-fire thoughts and live updates. Aussie users love it for staying in the loop with breaking news, public debates, and the odd viral meme.
What sets X apart from other platforms is its character limit as posts are limited to a certain number of characters. This makes it quick and snappy, which is great for catching up on the latest happenings. But X is also known for its chaotic nature, something the company tried to reverse but since Elon Musk bought the platform it often feels like a free-for-all, with plenty of haters, trolls, and bullying. In recent years, X had been working on reducing harmful content, but it’s now returning to a bit of a wild west compared to platforms like Facebook or Insta.
The introduction of a fee to pay for a blue tick which in effect verifies an account holder is who they say they are, created plenty of bad feeling and resentment. That said, I reckon X is still the place to go for real-time updates and it’s also one of the best platforms for engaging in direct conversations with companies, celebs, experts, and brands, making it a unique space in the social media landscape.
TikTok
TikTok, the platform that’s taken the world by storm over the last three years, and is where you’ll find the latest dance challenges, lip-syncs, and comedic skits. Originally seen as an app for teens, TikTok has expanded its reach to all age groups. The app’s algorithm is so good at recommending content that you could spend hours on it without realising.
TikTok’s magic lies in its simplicity. With 15 to 60 second videos, the platform allows users to quickly create and share content, often with viral trends or catchy music. TikTok is particularly popular for creating viral memes, sharing vibes and trends, with Aussie influencers, and businesses finding a massive audience. The ability to go viral on TikTok is one of the platform’s most appealing features, as it offers anyone a shot at fame without needing a fancy camera or basic editing skills. Sounds perfect for your mate Joe! It had been set to be banned in the USA due to concerns over data security, however newly inaugurated president, Donald Trump, appears to have a softening on the US position, so watch this space!
Snapchat
Snapchat was once the go-to platform for sending disappearing photos and videos, and while it’s no longer as dominant as it once was, it still has a loyal following. The app’s key feature is that photos and videos disappear after they’re viewed, which makes it ideal for sending quick, fun snaps without worrying about them lingering online forever.
Snapchat is especially popular among younger Aussies, with its fun filters and the ability to create Stories that last 24 hours. The platform also introduced Spotlight, which allows users to post short-form videos that can go viral, much like TikTok.
While it doesn’t have the same broad appeal as Instagram or Facebook, Snapchat still holds a special place in the social media mix, particularly for sharing private moments with close mates. It’s not as polished or perfect as other platforms, but that’s part of its appeal.
YouTube
YouTube is dead set the granddaddy of video content. Whether it’s DIY tutorials, vlogs, music videos, or full-length films, YouTube remains the platform of choice for long-form video content. While video is the go, it’s much more than just a place to watch content. YouTube has evolved into a social platform where users can comment, like, and subscribe to channels.
The YouTube Shorts feature was released in a direct response to TikTok’s popularity, offering short-form videos that can go viral. But YouTube is still the go-to platform for longer, more fresh content like travel vlogs, cooking tips, and even educational channels. You can now subscribe to the platform to get access to music as well as videos without being served up any adverts. I’m still not convinced that it’s worth paying for, but your mate Joe is always open to change.
Bluesky
In Australia, Bluesky has been steadily gaining a following, particularly among users who are looking for something different from the mainstream platforms. The platform appeals to those who want more control over their online experience. It’s also been welcomed by users frustrated with X’s changes and Instagram’s focus on paid content.
For businesses and influencers in Australia, Bluesky presents a new opportunity to engage with audiences in a more organic way. Because Bluesky doesn’t rely heavily on ads, it’s a good place to build genuine community connections without feeling pressured to pay for exposure.
Despite being newer to the scene, Bluesky has generated enough interest to start making a few small waves. With its focus on user control, privacy, and a more open social environment, it’s starting to position itself as a potential alternative to more traditional platforms and I reckon that may only continue to grow in 2025.
Joe’s Final Thoughts On Socials in 2025
The Australian social media scene is so varied, with each platform serving a unique purpose. As you know me and my mates can be found on several platforms giving you the good oil on our promos, latest news and best offers. Whether you’re looking to stay in touch with family, share your latest travel adventures, or jump into debates there’s something for everyone. TikTok looks like continuing to be the big grower, but I guess that depends on whether the Aussie government pushes ahead with banning teenagers from using social media platforms.
I think just quietly that YouTube will continue to thrive over the next year but one I can see many people signing up to for the first time and is worth keeping an eye on is Bluesky, as the likes of Facebook and X continue to get plenty of bashing in the media. As we move further into 2025, social media will keep evolving, with more features, new apps, and new ways to connect with each other or watch content. The real challenge is balancing it all, to ensure we still allow time to do true social things – like heading to the local with our mates and family. On that note let me fire up my Facebook messenger to drop my mate Stevo a note to see if he fancies a cold one!