As the year winds down, it’s the perfect time to reflect on what’s worked and what hasn’t in your business’s marketing strategy.
With 2025 just around the corner, now is the time to prepare for the rapidly evolving landscape of social media marketing.
Let’s be clear – the social media world has fundamentally changed, and many of the strategies that were once highly effective are now obsolete. If your business is still relying on tactics from even five years ago, you may already be falling behind.
Think back to the days when simply having a large number of followers meant your content would be seen by thousands.
Today, platforms like TikTok and LinkedIn prioritise the quality and engagement of individual posts over your follower count.
Remember when posting the same piece of content across all platforms worked like a charm? Now, that strategy barely scratches the surface, as each platform’s audience demands tailored content.
Or how about the once tried-and-true method of heavily produced, polished videos dominating engagement? In 2025, authentic and raw content often wins the day.
The social media game has shifted, and businesses that adapt to these changes will thrive. Those who cling to outdated methods risk wasting time, money and effort.
Let’s dive into the top five lessons to help you crush your social media marketing strategy in 2025.
Tailored content per platform
The old "post it and they will come" mentality is outdated.
In 2025, it’s all about creating content that resonates with your audience on each specific platform.
The days of copying and pasting one piece of content across Instagram, TikTok, LinkedIn and YouTube are dying. Each platform’s audience consumes content differently.
A video that gets two million views on TikTok might flop on Instagram or LinkedIn unless you tailor it.
Start thinking about platform-specific nuances – your copy, visuals and tone all need to reflect the audience's preferences.
Keep in mind, though, that there are more ways to create content beyond social media, and your best-performing content may be a podcast, whitepapers or a slideshare.
Don’t be afraid to experiment beyond social media in 2025.
Focus on individual posts, not just your account
Social media has shifted away from favouring accounts with high follower counts.
TikTok revolutionised this with its algorithm, which prioritises the quality of individual posts rather than the overall profile. Other platforms like LinkedIn, YouTube Shorts and Instagram are following suit.
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This means every post you create is a fresh opportunity to go viral and reach new audiences.
Put energy into making every piece of content stand out, from the thumbnail to the first three seconds of a video. Craftsmanship is key.
Quality vs quantity: Strike the right balance
A common question is whether to post more often or to focus on fewer, high-quality posts. The answer is both – if you can manage it. For instance, if one
