What’s really working in social media marketing in 2025 — and what you should probably stop doing

So, what’s actually working right now? And what tactics have quietly slipped into digital irrelevance?

We’ve rounded up the biggest shifts in how businesses, creators and brands are approaching social media today—based on real trends, not guesswork.

One of the most noticeable changes? Audiences are engaging way more with content that feels genuine. Forget polished promos and overly scripted videos—what’s performing in 2025 are things like:

• Short behind-the-scenes reels

• Messy “day in the life” clips

• Casual, unfiltered stories

Why? Because consumers are smarter than ever. They can spot a hard sell from a mile away. What they want is to connect with people—not just brands.

While influencers with millions of followers still exist, brands are now investing in creators with smaller but more loyal audiences.

Micro-influencers (think 5k–50k followers) are driving stronger engagement, higher conversion rates, and better ROI for businesses. These partnerships often feel more authentic—and trust is everything in 2025.

AI is playing a big role in social media marketing—but not in the “let a robot write everything” kind of way.

Marketers are using AI to:

• Analyse post performance

• Suggest content ideas

• Schedule posts intelligently

But here’s the key: people still want human-sounding posts. Brands that rely too heavily on automation risk losing their voice—and their audience.

Social platforms aren’t just about broadcasting anymore—they’re about building community.

That’s why places like Discord servers, Facebook Groups, and even app-based spaces like Geneva are growing fast. These small digital hubs allow businesses to create deeper engagement and loyalty that public feeds can’t match.

There was a time when hashtags were the secret to discoverability. But now? Using 30 hashtags per post can do more harm than good.

Today’s algorithms focus more on content relevance, user behaviour, and video watch time. A few well-placed, niche hashtags? Great. A wall of tags? Not anymore.

Posting daily used to be a golden rule. But in 2025, value trumps volume. Instead of asking, “How often should we post?” smart marketers ask, “What’s worth sharing?”

Audiences are tuning out low-effort filler content. One great post per week beats five forgettable ones.

Subtitles, alt text, and readable design aren’t optional anymore. Inclusive content is not only more ethical—it’s better for business.

Creators who overlook accessibility are missing out on huge audience segments and risking reputation damage in the long run.

Trend fatigue is real. Chasing every new meme or TikTok audio may get short-term views, but long-term it can dilute your brand.

Instead, choose trends that align with your voice—and skip the rest.

In a crowded, fast-changing space, clarity is your superpower. The most successful brands in 2025 are doing fewer things—but doing them better.

That means:

• Knowing your audience deeply

• Picking the right platforms (not all of them)

• Tracking what works (and cutting what doesn’t)

And importantly—being okay with not doing what everyone else is doing.

If you’re rethinking your social media marketing strategy this year, start here:

• Video-first formats like Reels and Shorts still dominate, but they must be engaging in the first 3 seconds.

• Stories and temporary content continue to drive interaction, especially for real-time updates or behind-the-scenes content.

• Comment sections and DMs are the new customer service desks. Make sure you’re listening as much as posting.

• Direct selling through social—from TikTok Shop to Instagram Checkout—is growing fast. If you sell products, don’t miss this trend.

Social media marketing in 2025 isn’t just about what’s trending—it’s about building something that lasts. The platforms may change. The algorithms will shift. But people will always respond to storytelling, honesty, and a brand that knows who it is.

So yes, stay current. But stay real, too.

Because at the end of the scroll, it’s not about being everywhere—it’s about being somewhere that matters.

This article is for informational purposes only and does not constitute marketing advice. Readers are encouraged to conduct their own research or consult with a professional before making any business decisions.