From a host of We Are Social events and news to trends like #frugallving and ‘being basic’ taking centre stage, 2025 has been as busy as ever. As the year draws to a close, we’re sharing our top 10 most-read blogs of the year on our UK site. Read on to see what caught our readers’ attention over the last 12 months.
Kicking off the list at number ten, we have How Brands Can Win in the Age of #Frugalliving from our Director of Influence, Thibault la Droitte. In this piece, Thibault dives into the #frugalliving trend featuring creators finding inventive ways to save money, supported by financially savvy audiences.
In this piece, Dan Keefe takes a look at how the production arm of We Are Social, We Are Social Studios, continues to create inclusive spaces in a time where DE&I is under attack.
This June, we hosted CTRL, ALT, CREATE – a live podcast in collaboration with Campaign. Simon Richings, our Executive Creative Director was joined by Campaign’s Tech Editor, Lucy Shelley, ITV’s Head of Social Media and Viewer Engagement, Mike Antwi and Contiki’s Head of Social, Karen Campbell. Together, they discussed how brands can go beyond reflecting culture to start shaping it, the creative opportunities AI opens up and what originality really means in a world of copy-paste content. Watch the full recording here.
In February, we took a look at the posts dominating The Feed (our cultural insights Instagram channel). Trends included Doechii’s strategically drawn-out album rollout, people favouring ‘being basic’ over keeping up with fashion trends, the latest confession-based TikTok trend, and more. Follow @thefeed.global to discover more trends and learn why they’ve been dominating our social feeds.
One of the biggest news stories for We Are Social in 2025 was the appointment of our new Global Group CEO, Toby Southgate. Almost a year later, he continues to lead our team of 1,200 people across four continents, evolving our ways of working and building a globally-connected creative business that is set up for growth. Welcome (again), Toby!
At the halfway mark, our Digital & Social Summit came in at number 5. With a week of live events, our global team (and our expert guest speakers) explored our Digital 2025 report and the strategies you need to make an impact and stand out on social. Check out the blog to watch all six talks on demand.
We kicked off 2025 with our annual Digital Culture Review, looking at where people are channelling their online energy, and how today’s web will slough off its skin for a new year online.
And we are in the top three! And taking the number three spot is our travel report, “How Travel Content is ‘Getting Real’ on Social. With 41% of Gen Z and Millennials now planning their travel through platforms like TikTok and Instagram, and AI tools playing a significant role, social is powering a new kind of collective travel planning. To discover how your travel brand can keep up and ‘get real’, download the report now.
At number 2, Global Trends Shaping Marketing in 2025. In this blog, our global leadership team shares their thoughts about what social would look like in 2025. From social SEO and Gen A’s online chaos to lore in gaming spaces, the continued importance of social commerce, and more, take a look and see if their predictions were on the money…
In the top spot, our Digital 2025 and Digital 2026 reports! With over 1000 pages of data between them, it’s no surprise that these took the crown. With insights into social media adoption, AI use, ad spend and more, this is every digital marketer’s essential guide to the online world. Download the latest Global Digital Report now.
Thank you to all our amazing contributors in 2025 – we look forward to sharing more insights with you in 2026.
Thought Leadership
