How to connect in an era of anti-social media, with brand mastermind Eugene Healey at SOS25
Social media engagement is plummeting – Facebook interactions are down 80%, TikTok brand engagement has halved, and Instagram averages just 0.43%. But audiences haven’t disappeared – they’ve gone private.
At State of Social ’25, brand strategist and educator Eugene Healey will explore how brands can stay relevant in a world where digital conversations are increasingly hidden, fragmented, and harder to reach. With experience consulting for Google, Spotify, and Red Bull, and a following of over 350,000, Healey brings both strategic insight and cultural fluency to the stage.
His keynote, “Surviving the Era of Unsocial Media,” will offer a fresh roadmap for marketers navigating today’s inward-turning online world.
In his insight-packed keynote, Healey will show how brands that pivot from social carpet bombing to an authentic, hyperfragmented niche-at-scale approach can succeed by delivering value to users who appear just out of reach (without getting too close for comfort).
Healey will explain:
● the cultural, economic and technological factors driving users into the dark
● why intimacy is the key brand imperative within this new paradigm
● what intimacy looks like, and where the line between brands and people lies
● how brands are already executing successful intimacy strategies at scale.
Healey joins ex-BBC and Bluey strategist Kate O’Connor and the Empire State Building’s Tyler O’Day on the all-star Day One keynote program. Check it out and start planning your breakout sessions. Unless, of course, you still haven’t got the one ticket everyone in digital and social needs.
Quick details
When: 26 & 27 August 2025
Where: Optus Stadium Perth
Tickets: www.stateofsocial.com/tickets/