" />Social media platforms are constantly evolving – which means, so are social strategies. But in 2025, what are customers expecting from social strategies? And how can brands make sure to keep their finger on the pulse? In this article we will take a look.
What is a social media marketing strategy?
A social media strategy is a detailed framework that guides a brand’s social presence. Whether the ultimate goal is to build follower numbers, increase engagement, drive sales, or something else completely, a social media strategy should be the backbone of every brand’s social activity.
A clever social media strategy should guide everything from which platforms a brand prioritises and the type of content it puts out, right through to how often content is posted, what the tone of voice is, and the organic vs paid split.
Having a solid strategy in places enables brands to post the right things at the right time, curate a strong brand voice, drive awareness, and in many cases, sales too.
Inevitably, social media has become a much bigger part of marketing than it used to be and businesses have to keep up with the times in order to align with competitors. That’s why a clearly defined social media strategy is key.
Have we seen changes to social media strategy over the years?
The short answer is, yes.
Social media strategies have had to evolve alongside the various platforms over the years. New features and updates can change the technicalities of social media marketing strategies, especially if the said features are favoured by those using the platform. An example in the past few years would have been Instagram adding reels and Facebook adding stories, which has meant brands have had to adapt. Online shopping via social media has also become a much larger industry post-COVID with shopping live streams and tagged products becoming the norm.
Eight social strategies that will actually work in 2025
So, now that we are in 2025, what can we expect from social media strategies?
Let’s take a look at what is actually working in 2025:
AI personalisation
With AI on the rise in every industry, social media has not escaped its reach. AI features like caption generation, as well as AI tools that help to uncover audience insights allow businesses to offer hyper-personalised experiences to users. Businesses can be sure to reach the right audience, with the right message, in order to boost engagement and conversions.
Short-form videos
Attention spans aren’t what they used to be, and while this may not be a great sign for newer generations – it means that short-form video content is dominating most social platforms. Quick and easily digestible videos like TikToks, Instagram reels, and YouTube shorts are thriving and they serve as a great way to market to all ages.
With many companies previously using platforms like YouTube to raise brand awareness with long-form content, the addition of quick videos has created a way for brands to produce digestible short-form content that users love. Averaging at 33 seconds, there are 25 million new Shorts added monthly and in 2024 they gathered over 70 billion views every day. If that is not an incentive for brands to create short-form videos – we don’t know what is!
Live streaming
Much like TV shopping channels such as QVC, live streaming has become a newer trend in the social space for selling products in real-time to customers. Users can join live streams and watch as the hosts model various clothes, present different furniture items or show exclusive bundles that are up for grabs. TikTok live streams, for instance, offer users the chance to comment and ask to see various products before buying directly through the platform, or through an external one.
Live streams can create a sense of urgency and exclusivity, but they also help to humanise your brand. Q&As are another great live stream option, one that can build a deeper connection with your audience.
Influencer marketing
Promotional content and targeted ads are great, but more and more we are seeing brands using influencer marketing to add that human aspect. Saying this, influencer marketing has evolved from big name celebs to micro and nano-influencers who have highly engaged, niche audiences. There are even trade industry influencers like plumbers, painters and decorators, and floorers who create those oh-so-satisfying videos that captivate users from all age groups.
Authenticity will be key in 2025, and influencers who align closely with your brand values are who you should aim for.
Stories
Content that disappears after 24 hours remains highly engaging due to its temporary nature. Instagram and Facebook both use the stories feature for all users, and for brands this format is perfect for flash sales, sneak peeks, and BTS moments to humanise their account.
Social shopping
Social media platforms are increasingly integrating shopping features directly into their apps and this will only continue to grow. Instagram, Facebook, Pinterest, and TikTok all now support in-app shopping experiences, allowing users to purchase products without the need to leave the platform. On Instagram for instance, you can post a photo of clothes, furniture and even kitchen inspiration and link directly to the corresponding product page on your site – all within the post. So, if your brand is focused on driving sales of a particular product or newly launched item, this is ideal.
Purpose and value-driven content
Customers want authentic social media content from their favourite brands and companies. Over recent years, they have become more conscious of brand values and ethics, and how you post on social media reflects this.
Brands that have a core message such as sustainability can utilise this and lean into it on social media. Purpose-driven content aligns with authenticity and trust. Customers don’t want to be misled, and that is why this is proving to be a compelling strategy in 2025.
Data-driven content
While it may not be a ‘creative strategy’ looking at user data such as engagement, analysing content performance and conducting in-depth looks at user behaviour correlates to improved ad targeting as well as post creation. Insights and analytics such as this should be used to shape content, campaigns, and even product offerings. At the end of the day, you need to know your audience, and in 2025 that won’t be going anywhere.
Should businesses be on the lookout for emerging platforms?
Newer platforms like TikTok continue to dominate younger audiences because of the convenient short-form video content. So, brands that tap into emerging platforms early-on are often able to gain a competitive advantage in capturing attention and building an audience. That said, with new apps like Threads and Bluesky popping up on the social scene, there is a pressure for companies to create social accounts absolutely everywhere.
However, companies don’t need to spread themselves thinly across every social media platform. It is much more effective, especially for smaller social media teams, to focus on just a few platforms and do these well. Unless you have a huge social media team, trying to cover every channel would be tricky, as bespoke approaches are needed for each. And audiences will notice if your posts are sporadic and inconsistent, which may harm your brand identity on your social channels. We recommend picking a few select platforms to cover your target demographics – with which you can build a strong brand voice effectively.
Why are social media strategies important for businesses?
A good social media strategy helps businesses grow, connect with customers, and stay competitive in an increasingly digital world.
From building brand trust to driving conversions let us run you through the reasons why you need a social media strategy in 2025:
Brand trust and awareness
Audiences need to trust a brand, especially if they are giving them their hard-earned cash. Honest content resonates with new and existing customers, and it serves as a way to come across personable and gain an audience’s trust.
Positioning yourself as an informative voice in your niche is another great way to boost trust and awareness, for instance using your industry knowledge to inform and educate customers helps in becoming a leading voice on socials.
Social media offers businesses a direct channel to interact with customers, gather feedback, and build a community. Engaging with customers will help to improve loyalty and gather trust.
Increase conversions and sales
Social media is a prime spot for targeted ads, and these can be based on factors like demographics, interests, behaviours, and even locations. Setting up targeted ads on platforms like LinkedIn, Instagram and Facebook can lead to an increase in conversions and ultimately sales as brands can be specific about who sees their ads.
Increasingly, shopping via social media platforms has also gained traction and attention, largely due to its convenience. Notably, in an Amazon-style fashion, TikTok shop has multiple vendors as well as big brands and large companies selling their products through the platform. This alongside influencer partnerships means that a brand can sell products to followers as they’re scrolling – without a need to leave the platform. This is convenient both for the user, and for the brand.
By strategically utilising these techniques, social media becomes a powerful tool to drive conversions and sales, turning casual followers into loyal customers and buyers.
Drive traffic to your site
By sharing promotions, valuable content, and links to your website, social media can drive traffic to your site, increasing the chances of conversions or sales.
While links in captions on Instagram are not possible, the link in bio feature on this platform means that followers can locate a brand’s website or new product launch almost instantaneously through just a few clicks. Setting up a link tree on Instagram also helps users to navigate to promotional pages that companies want to drive traffic to.
For other platforms like LinkedIn, you can insert links in the post caption to take users straight to your product or service page. The convenience of this for users encourages them to have a quick browse of what you have to offer, and it can lead to conversions.
Cost effective
Gone are the days of expensive TV or print adverts, and while they are still valuable in their own right, social media gives a platform to brands with a lower budget. Posting on social platforms is affordable, meaning that even small businesses are able to compete with larger companies. While many companies will employ a social media manager, or a team of people, to run their account, the return on investment when properly using a social media platform is second to none.
We expect social media strategies in 2025 to continue to prioritise personalisation and authenticity. So, by leveraging micro-influencer partnerships, content with a purpose and data-driven insights, businesses can build deeper connections with their audiences, drive engagement, and boost sales.
How can we guide your social media strategy in 2025?
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