"I’m looking forward to hearing from the inspiring leaders Nexus is bringing together" - Irina Novoselsky

Irina Novoselsky is the CEO of Hootsuite, a global leader in social media performance and an influential voice on the future of technology and sustainability. She will join us at Nexus Luxembourg 2025 for the closing seated ceremony on June 18. Irina kindly shared her insights on the evolution of tech and her upcoming participation at Nexus.

Irina Novoselsky

1. What trends can we expect in the tech/social world in 2025?

Social has evolved from a brand-building tool to a performance and revenue-driving engine. The days of focusing solely on awareness as a measure of success are behind us—social is now a critical channel for driving pipeline.

Gen Z is the driving force behind this. They are taking over as the majority buyers and consumers on social, and look at the world differently from how our business models are built. They don’t want to be sold to; they want authentic, human interactions.

Social media is all about relationships. In 2025 (and beyond), social will become the single most important channel for brands to foster authentic connections that drive pipeline. We’ll see more brands rewriting their business models and prioritizing the ‘new Gen Z playbook’: empowering their employees as brand ambassadors; fostering an authentic, two-way dialogue with their communities; and meeting audiences where they are at with data-driven insights.

It’s an exciting time to innovate! I’m excited to see brands lean into the relationship building needed to win over this generation—and for social to be the place where brands turn posts into profit.

2. What are you most excited about being part of Nexus Luxembourg?

I’m thrilled to join Nexus Luxembourg alongside the impressive innovators, tech leaders and policymakers shaping the future of Luxembourg’s technology and AI ecosystem.

Joining this event is especially meaningful as we recently celebrated the one-year anniversary of our Talkwalker acquisition. In this time, I’ve come to truly appreciate Luxembourg’s impressive and diverse talent pool, vibrant culture, and its role in shaping the future of tech and AI. I’m looking forward to hearing from the inspiring leaders Nexus is bringing together, and am honored that Hootsuite is recognized as one of the companies paving the way in this dynamic space.

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We look forward to Irina's keynote and to discovering the innovations and technologies our exhibitors will showcase at this year's edition.