How do users behave on social platforms in 2025?

We could start this story with a philosophical question. Are social platforms social? Or should we rename them to something else. Content platforms? Hubs? Don’t worry. We won’t go there today. Today, we’ll talk about social platforms—and how brands can position themselves here to stay top of mind, and sell more stuff. By looking at data, as always.
Why do online users keep researching a brand?