Does social media have the power to change human behaviour? Can it turn campaigns into real, lasting communities? 2025 is the Year of Community, and the focus is shifting from brands and individuals merely engaging to triggering real-world action and impact.
In this movement toward deeper social bonds, digital isn’t just a tool; it’s a space for belonging, a bridge to community, and a path to being part of something bigger than ourselves.
What is a community in the modern world?
Community is about shared meaning, common purpose, and a deep sense of connection; it’s what brings people together through a real and collective identity. If we reflect on the role of social media in our lives, people stand out: the brands and creators that have you on the hook, line, and sinker, pulling you in because you believe in what they have to say.
Think about it: how often do you overhear your colleagues discussing the latest TikTok trend? How many of your purchases are influenced by the people you follow? Where does your travel inspiration come from? It’s the people who show up on your For You Page, the micro-communities you engage with, and sometimes, even that one person you met that one time and decided to follow on Instagram.
From connecting people to a cause and supporting local businesses to shaping everyday habits, we’ve seen firsthand how influence thrives through the power of community.
This impact is co-created, especially in 2025.
What is co-creation?
Co-creation is about building with your community, not just for them. It gives voice to the people who follow you as a brand, a creator or a movement. For a few years now, we have witnessed this in action as brands work with creators.
However, with TikTok democratising creators, it is now more accessible than ever, and the idea of influence has moved beyond followers and fame and focused on content and engagement.
So, who can you co-create with when it comes to online communities?
In 2025, the possibilities for co-creation are limitless. We are transitioning from a follower-driven culture, where success was measured by numbers, to one that values two-way participation.
We are watching this happen as brands, influencers, and movements engage with the communities they affect, the people who follow them, and even the voices within their organisations.
Following this revelation, at SOCIALEYEZ, we are implementing the essence of co-creation and shifting our strategies to help clients move beyond engagement and into true co-creation with diverse communities.
Here are some of my favourite ways to bring that to life:
Your Superfans: People who have shown months and years of interest, focusing on active engagement that moves up from consumers to advocates.
Niche creators or thought leaders: From lifestyle creators to thought leaders who focus on the public sector, job-seeking, or even photography. There is a niche for everyone on social media, making co-creation impactful.
Real-life communities: Whether it’s grassroots NGOs, fitness networks, or cultural groups, true co-creation happens when you identify opportunities that are true to you and your business.
Your team: This is by far the simplest and, more often than not, the most complicated collaboration. Co-creation is an inside-out process that ensures the people who contribute internally have a voice externally.
Co-creation is the future
Co-creation isn’t just a trend; it’s a shift in mindset. The future belongs to brands that are open to inclusive engagement. As we move deeper into the Year of Community, the real question is: Are we still marketing to people, or are we building something bigger with them?
For brands seeking to stand out in an increasingly competitive landscape, the future isn’t just about the former; it is about pivoting towards social impact. True impact arises from co-creation, not just from engagement.
By Heena Mak, Group Head of Strategy, SOCIALEYEZ
