社交出海大年，成也AI败也AI

Core Insights - The article discusses the significant trends and developments in the social media industry, particularly focusing on the globalization of social applications and the integration of AI technology in 2025 [5][10][21]. Group 1: Social Media Trends - In 2025, social media expansion saw major events, including the surge of users on platforms like Xiaohongshu following the TikTok ban in the U.S., with over 700,000 new users in just two days [5]. - The Middle East has emerged as a lucrative market for social media, with 74,256 new social apps launched in countries like Saudi Arabia and the UAE in 2025 [12]. - The average monthly active users for BIGO reached 260.4 million globally, with Bigo Live having 28.9 million monthly active users, indicating strong engagement in the Middle East [12]. Group 2: AI Integration in Social Media - The integration of AI in social applications has become a focal point, with significant commercial success stories emerging, such as Meitu's BeautyCam topping app charts in 119 countries [21][23]. - AI-driven applications accounted for over 75% of growth in the social sector, with notable examples including Talkie, which reached 34.89 million monthly active users [23]. - The AI social landscape is characterized by a mix of opportunities and challenges, with many applications struggling to maintain user engagement after initial success [25][26]. Group 3: Marketing and User Acquisition - The cost of customer acquisition has doubled in regions like the Middle East, with average costs reaching around $3 per user, indicating a shift from explosive growth to a focus on sustainable user retention [34]. - There is a notable trend towards precision marketing, with a 12.43% decrease in the number of social applications investing in advertising, while the average monthly material volume per advertiser increased by 47.37% [35]. - Influencer marketing has gained traction as a key strategy for connecting brands with users, particularly in markets where safety and community trust are paramount [36][38]. Group 4: Localization Strategies - Localization has become a critical strategy for social media companies, focusing on product design, user experience, and brand engagement to resonate with local cultures [40][41]. - The emergence of "invisible" localization strategies, where local companies act as intermediaries while leveraging Chinese expertise, has been observed, exemplified by the app JACO achieving top rankings in Saudi Arabia and the UAE [42]. - Companies are increasingly recognizing the importance of integrating into local communities and creating value to enhance user trust and engagement [45]. Group 5: Regulatory Challenges - The social media landscape in 2025 is marked by stricter regulatory scrutiny, with numerous applications facing bans due to compliance issues, particularly concerning child safety [46][48]. - The rise in regulatory challenges has led to a significant number of applications being removed from markets, prompting a shift in resources towards more compliant platforms [49]. - Companies are advised to diversify their market presence and focus on both global and local strategies to mitigate risks associated with regulatory changes [49].