When I started freelance writing back in 2007, the internet felt like the wild west of marketing opportunities.
Then, I started ghostwriting for clients in 2014… Back then, a simple Facebook post could reach hundreds of people organically.
Instagram was still getting its footing online, and the idea of paying to “boost” a post? That felt like a waste of money because it was easier back then to get folks to pay attention to what you were sharing.
Fast forward to 2025, and I barely recognize the wild world of social media I once navigated with well…I won’t say ease – but with more ease than today.
As a content creator who’s written countless social media posts and articles for clients across a plethora of industries, I’ve watched organic reach plummet while AI-generated content floods every feed.
The platforms that once felt like friendly gathering spaces now operate more like slot machines. You pay to play, or your content disappears into the digital void.
But here’s what’s really keeping me up at night: even when my clients do invest in paid promotion, the results aren’t what they used to be. Attention spans have shrunk to mere seconds, and audiences have become incredibly savvy at spotting (and scrolling past) anything that feels remotely salesy or artificial.
So I did what any desperate content creator would do…I reached out to a bunch of folks in my network (or in this case Featured’s network, but hey – that still counts!), and asked them point-blank: “What’s actually working in social media for business owners in 2025?”
Their responses surprised me, gave me hope, and are perhaps shifting how I’m thinking about my social media strategy for myself and my clients.
While things have certainly changed, there are still ways to cut through the noise and create genuine connections with your audience.
Social Media Strategies Working Now
Here’s a quick list of the most common strategies experts shared with me that are working on social media right now:
1. Short-form educational videos (under 30-60 seconds, often unpolished, shot on phones)
2. Real human engagement (responding to comments with video replies, authentic conversations)
3. Behind-the-scenes content (raw, unedited glimpses of actual work processes)
4. Value-first education (solving problems before selling anything)
5. Private communities (Discord, WhatsApp groups, private Facebook groups with higher engagement)
6. Live interactions (real-time Q&As, live streams, immediate responses)
7. Personal branding over corporate (founders/owners as the face, not faceless brand accounts)
8. Customer-generated content (featuring real client testimonials, unedited messages)
9. Case studies with results (showing actual work, real numbers, measurable outcomes)
10. Building owned audiences (email lists, communities you control vs. rented social media space)
The overwhelming consensus: authentic, human-centered content that provides immediate value beats polished, AI-generated posts every time.
If you want to succeed online today, you’ve got to get back to basics and remember that behind every screen is a real human being craving authentic connection.
Now, let’s dive a little deeper into what everyone shared with me, shall we?
Beyond the Algorithm: Real Social Media Strategies That Drive Results in 2025
Feature Customers to Create Content Promotion Flywheel
Companies who are succeeding on social [media] are featuring their customers in their content, and giving their customers a reason to share that content with their networks. In other words, companies are turning their contacts into content creators and promoters.
We see this flywheel often at Featured. More than 2,500+ publishers are using Featured to ask their contacts a question, and they then turn their insights into content – whether it be an article with attribution to their contact, or a customized social media post.
We’re seeing companies then publish that content, and letting their contacts know they’ve been featured. Naturally, people want to support great content and are often happy to share given that it positions them positively as a thought leader.
Despite the AI-dominated landscape and increasing pay-to-play requirements on social platforms, we’re seeing remarkable results from featuring real, human-generated insights and tapping into real, human-curated networks.
– Brett Farmiloe, CEO, Featured
Short Educational Reels Drive Direct Business Results
Making short-form educational reels is what is working best in our social strategy this year. They are effective because the viewer can get a value within seconds without needing context and the algorithm promotes those videos that people watch till the end.
I make them shorter than 30 seconds, I take them directly on my phone and I keep the format compact.
It starts with a short hook like “Here’s why your Google rankings keep dropping,” followed by a screen recording of an actual site audit, then I point out one overlooked technical issue and finish with a sentence on what to do next.
The reel that displayed the Core Web Vitals breakdown of a site based on the real screenshots in PageSpeed Insights received 18 direct messages within 3 days and resulted in two paying customers.
That very same article posted on LinkedIn got five likes and has even received no leads. I used to edit carousels and long form explainers for hours. But they barely moved anything. Now I record in less than five minutes, post with no captions beyond the title and it outperforms everything.
– Sean Clancy, Digital Marketer & Managing Director, SEO Gold Coast
Real Relationships Beat AI Content in 2025
The biggest change I’ve noticed is the move to intimate, regular content especially through Stories, short videos (still popular), and private groups.
People want to see what goes on behind the scenes and hear from real people. Because there’s so much AI-made stuff online, what really stands out is content that’s not perfect but feels real: voiceovers, honest tutorials, daily updates, even quick complaints.
For my clients, what gets results is using organic content together with posts that get a small boost putting $5-$20 behind your best video or product. It helps get more views without costing too much. Also, working with others is great: doing joint live videos, letting someone take over your account for a day, or doing group giveaways brings in new viewers and gains trust from their followers.
– Dr. Felix Lucian, Founder, Felix Happich Consultancy
Answer-Style Content Converts Viewers to Customers
This year, what is moving the needle for our marketing at PSS International Removals is answer-style content, especially on Facebook & LinkedIn.
With this, we take a question that has come up during phone calls or quote requests, then post a full response that addresses it directly.
One post that did very well was, “Why does shipping a few boxes cost more than you’d expect?” We broke down customs fees, fuel charges and minimum shipment rates, and posted it with a short video from our operations team.
It received more than 18,000 impressions organically and generated 247 clicks to the quote form, and saw 39 new bookings within ten days.
It was successful since we did not sell. It was successful since we were not trying to sell anything. We were addressing a pain point with clarity and honesty. The style was accessible, the information was clear and the layout provided individuals with what they required and not hounding them with advertisements.
We post these once a week, mixing written content with simple videos shot from our smartphones by our actual team. They are always better than polished posts or generic promos since they present potential customers with valuable information even before they are ready to trust what we have to offer.
– Hugh Dixon, Marketing Manager, PSS International Removals
Authentic Engagement Outperforms AI-Generated Noise
What always works, from my experience at Novoresume and beyond, is committed, constant, and genuine engagement. As AI churns out generic content, authentic human connection is a rarity. The strategy to shift from broadcasting to connecting is the only one that works anymore, and we’ve known this even before the advent of AI.
The playbook is simple, really.
– Solve problems freely by sharing content that tackles real audience struggles, independent of product. So when we talk to our audience, we don’t put our resume templates and cover letter templates at the forefront of every conversation. We solve small, real issues that convert later.
– It’s important to be human and not a brand, an approach that’s more important now than ever. Using our personal voice and sharing opinions, experiences, and even struggles through thoughtful comments and posts is where we outshine corporate replies.
– Sparking real dialog provides real value. We do not hesitate to post bold takes that go against the flow. We don’t do this to garner short-term attention; we do it to spark long-term conversations that create impact. Generic content fades quickly, but strong perspectives drive continuous engagement.
What has always worked for us, and what we highly recommend to others, includes:
– Myth-busting content that challenges norms, like debunking resume photo myths for our job-seeking community. This approach sparks discussions and establishes authority.
– Empathetic validation, where acknowledging struggles, like reframing the dialog around job search challenges to showcase resilience, helps forge deep connections that last.
– Generous engagement, where we do not calculate how much we put out there. We know every post matters, so we do not hold back when sharing content that we know is helping our audience. Even if it means not mentioning our products on social media for days on end.
– Andrei Kurtuy, Co-founder & CMO, Novorésumé
Human-Touch Videos Boost Engagement Without Heavy Editing
Human-touch short-form video is continuing to work. Scrolling through AI-generated content is infinite, so when a viewer finally sees a real face unboxing a product, engraving a nameplate, or packaging an order, they stick around. Our videos are less than 30 seconds and are filmed with phone light. That simple style of content enabled a 40% boost in engagement on Instagram and TikTok over three months without much heavy editing or gimmicks.
The other is community-driven comments. We respond to all comments in a few hours and send people tags to new drops as long as they fit their previous purchases. In one quarter, that one habit drove repeat traffic on social to our site by nearly 20%, and that translated into $8,000 in incremental sales without any increase in ad spend.
– Chris Bajda, eCommerce Entrepreneur & Managing Partner, GroomsDay
Real Human Perspective Cuts Through AI Slop
Authenticity. Real-life human perspective. Actual opinions, regardless of how they may make people feel.
Everyone’s drowning in AI slop – perfect grammar, zero personality, flawless formatting, and safe takes that say nothing. When you show up as an actual human with real experience and strong opinions, you’re gonna stand out.
People are starving for humanity in their feeds. They can smell AI content a mile away, and they’re gonna engage with humans who dare to be human.
– Rodney Warner, CEO & Founder, Rodney Warner
Private Communities Create Deeper Customer Connections
The creation of private, engaged communities around our industry. Social media platforms such as Facebook Groups, Discord and LinkedIn give us a direct line to our loyal customers where we can provide value, answer questions and stay connected without using algorithms or spending money on advertising. The spaces allow us greater control and ability to develop deeper interaction with those people who really care about what we offer.
As an example, we established a closed LinkedIn group that allows businesses operating in construction and transportation to talk about equipment financing opportunities and how to do it right. We give exclusive information, advice on how to finance certain equipment, and allow group members to share their experience. The group has turned out to be a place where all can participate significantly as opposed to it being a sales presentation. In just three months, the group grew by 40% and members have become some of our most engaged leads.
This is much more effective than old school advertisements…
– Cal Singh, Head Of Marketing & Partnerships, Equipment Finance Canada
Mix Smart AI With Human Voice
What actually works [for us] has been reduced to the reliability, sequencing and strategic use of AI without replacing the human voice, but has been improved…
Short videos (e.g., Tiktoks, Coils, Shorttube Shorts) are always attracting attention, especially in educational behind the scenes, or when they show real people solving real problems. Personal brands are getting great – famous, regularly appearing and talking to viewers immediately.
AI helps optimize content planning, reprotection, and even presentations, but human connections are transformed. Creating a community using DMS, comments and content based on Value creates constant subscribers to purchase. And yes, the cost of the game is real, but reasonable ads spend a warm audience, and repeated costs and continuity lead to solid profitability.
– Faizan Khan, Public Relations and Content Marketing Specialist, Ubuy Singapore
Information-Rich Infographics Go Viral on Social
I have my website and I use blogs to gain traffic. I have noticed when I do inforgraphy, they work very well on social media. Some of my Infograph’s have gone viral. They need to be filled with information.
Even with AI, people love sharing information done in a really nice graphic way.
– Monika Sangar, Bird Toy Maker, PDS parrot shop
Detailed Case Studies Generate Serious Client Inquiries
Posting detailed case studies with dollar savings or turnaround time worked exceptionally well for our business this year.
I presented a case study on a recent Level 2 task in Marrickville where we performed a full service upgrade within 48 hours and saved the client 720 dollars by rearranging some parts of the work in-house. I made the post plain, straightforward and number based, with two photographs and a one-paragraph description. That one post generated three new client inquiries in the first two days and has kept drawing profile visits weeks since.
Clients are paying attention to posts that clearly show outcomes they can easily understand…There is no need to dress it up or oversell it. The more direct the post, the more people engage and that engagement translates into serious enquiries from people who already understand the value of the service.
– Daniel Vasilevski, Director/Owner, Pro Electrical
Simple Voiceover Tutorials Double Watch Time
Voiceover tutorials… I began recording simple screen captures that demonstrated to users how to compare the fees and rates of money transfers on our social media accounts, with my voice guiding the entire process.
There is no music, no graphics, only clear and fast walkthroughs.
The videos are now receiving twice as much watch time compared to our earlier face-to-camera clips. The tutorial that explains how to read a provider fee breakdown received 48 percent more clicks on our affiliate links in the first week than any of our branded animations we had posted over the previous twelve months.
The reason this is so effective is because people are tuning out polish. They seek someone who will walk them through a job with no filters or jargon. I have experimented with the same item in the format of a carousel, a still picture and a written post. Nothing pulls the same response as a calm, narrated screen share. The best-performing one was less than 40 seconds, displaying the comparison of five services of a 1,000-dollar transfer. It generated 172 leads in five days.
– Matt Woodley, Founder & Editor-in-Chief, InternationalMoneyTransfer.com
Private Groups Reach 80% Engagement vs Algorithms
I have decided to put some energy into private communities where content does not totally get buried by algorithms.
What I usually do is I run groups on Discord and WhatsApp and the engagement inside them reaches close to 80 percent compared to just a few percent on public feeds.
Sharing content that is quick to produce and not overproduced has been key since people respond more to legitimacy than the polished content.
These smaller groups have made it easier to keep a consistent connection and move people toward actual conversions. I have seen this change work well for both service-based companies and e-commerce brands.
The other force in results has been short-lived sessions. My clients are streaming directly to warehouses or offices and spend only 10 to 15 minutes there, and such sessions tend to be even more successful than scheduled campaigns.
One furniture company has tripled conversions by answering product questions in real time during a stream. Sequencing short-form videos has been another win. The first one appeals to a pain point, the second one contains one action point, and the third one goes to a landing page.
Separating them across a week has increased conversion rates by 3 to 5 percent without increasing ad spend.
– Paul DeMott, Chief Technology Officer, Helium SEO
Build Real Relationships Instead of Selling
The strategy that has been effective on social media is building actual, real life relationships with your audience and not just throwing out advertisements. People also feel fed up being sold to all the time and so it is getting more about content that is natural and relatable. With me and my clients, it has not been so much about getting a large audience as it has been about forming communities that have interests or a problem. It is in the discovery of how to craft content that appeals to the unique requirements of that community and delivers value in the way as perceived in the shape of what appears to be of individual interest.
We also learned that live interactions like a question and answer session, product demos or even a back stage look at the business works. It is the issue of showing the human face of the brand and defining the spheres of communication. These are real life, interesting moments that do move the needle that ultimately turn the free follower into the loyal supporter.
– Caleb Johnstone, SEO Director, Paperstack
Human-Forward Education Builds Trust in Real Estate
Something that’s working for us is having a human-forward, education-based approach to our social media. For example, we post a lot of short-form video content, where we have people talking about the real estate industry and answering questions that people have. Basically, we want to be a resource that people feel like they can trust, and by providing down-to-earth educational content in a way that’s easily digestible, that’s been working for us.
– Seamus Nally, CEO, TurboTenant
Native Chat Opt-Ins Cut Friction, Boost Conversions
Native email opt-ins…This method is giving us stronger conversions since we are delivering value right inside the platform instead of forcing users to go through multiple links or fill out long forms on an external page.
When somebody messages us on Instagram or responds to a story, we will then reply with the lead magnet right there in the chat. This has cut the friction since people get what they asked for fast and we capture the lead without breaking their scroll.
This was something we tested during our most recent freight education series, where we offered a simple breakdown of common delays in customs. We shared the first tip in a story and asked people to message “Customs” if they wanted the rest of it.
Every message triggered an instant delivery with a PDF & a soft invite to speak with a broker. The open rate was almost perfect because everything happened inside the app itself. No one had to jump out and we got booked consults without any cold chasing.
– Allan Hou, Sales Director, TSL Australia
Varied Content Breaks Through AI Repetitiveness
Something that seems to be working well is making sure that your social media content is varied. A lot of times, when businesses use AI to create their content, there ends up being a general repetitiveness, and that repetitiveness can start to feel inauthentic and not very unique. When you can at least shake up the kind of content you post, even if that just means switching between videos, photos, written text, and graphics, that can go a long way.
– Steve Schwab, CEO, Casago
Video Responses to Comments Outperform Paid Ads
What is working this year for our company is replying to comments with short-form video responses. It has been able to do more engagement compared to most of the paid campaigns we have been trying in the past.
When one makes a question or even a complaint, I make an immediate video recording of the response and post it within 24 hours. Individuals are aware that an actual person is listening, and that alters how they deal with the brand.
We have tested this on a local Facebook post about unit security. A question was raised as to how we compare to the national chains as far as facilities go. My response was a 48-second video in which I enter our access gate system and show the camera feed at the location.
The number of views on that video response was more than 6,200 within two days. That single comment thread brought in 23 DMs and resulted in 9 bookings within 72 hours, including one client who prepaid for 12 months upfront.
This was a far better tactic than the last 150 we spent on static ads, which only gave us 3 clicks and 0 conversions. It is raw, it is not scripted, but it does work.
– Faraz Hemani, Chief Executive Officer, Iron Storage
Real-Time Process Demonstrations Capture Immediate Attention
Demonstrate the process in real time. Having generic content will be overlooked but a step by step process of going through an actual transaction process will instantly capture the attention of the reader and make them want to engage.
In my business, that would be five to ten minutes on the air to decompress how a buyer is buying a 250,000 dollar home with three percent down what his or her monthly payment will be, how his or her closing costs are priced.
Viewers who are watching this will get the feeling that they are involved in the transaction and as such are much more likely to contact the program to ask them to help them with their own circumstances.
A single live breakdown can pose more questions than a whole month of scheduled posts. Viewers can ask you a question as they watch and getting to respond to them there, will establish trust much quicker than any advertising. These sessions do not even require a heavy production. Recording on a phone within the office and using real numbers on active deals are transparent and pierce through AI-saturated feeds to make actual business happen.
– Ryan McCallister, President & Founder, F5 Mortgage
Practical Short-Form Education Delivers Real Value
Short-form education…but only when the educational content teaches something practical in 30 to 60 seconds. Not fluff, not general ideas, real value. I personally watched it grow through solutions to algorithm challenges or code interview suggestions in a style that is more of an older engineer telling you some fast tips than an advertisement. It is consistency and clarity that counts.
We also have been effectively scripting, editing and scheduling videos using AI. I have a direct hand in the review of the content. When it does not sound the way I would tell it in reality, it never goes on air.
LinkedIn threads and X threads suit me when I am talking as a founder who is developing a product- and not a marketer. Human beings associate themselves with transparency. Real product enhancements or behind the scenes choices can be used as screen shots and tend to outdo generic promotional communication.
DMs and comments are not dead. You will flatline by missing conversations and only posting. Interaction, not automation brings real traction.
– Mircea Dima, CTO / Software Engineer, AlgoCademy
Live Streams With Time-Sensitive Offers Drive Bookings
Running short live streams with time-sensitive offers. I go live on Facebook every Thursday at 6:30 PM and announce a deal that is exclusive and runs only until midnight.
One week I did half price switchboard checks to the viewers in the chat, the next week I discounted 20 percent off data cabling installs that were booked in 24 hours. All of these briefings are under 10 minutes and I answer questions in real time and do a mini walkthrough of something I have done recently or some safety tips right out of the field.
This is more effective than boosted posts or simply updating the feed since the people are aware of the fact that the offer is time-bound and restricted to the session. We have received more direct reservations in the one-hour window following a live stream than we would have in the seven days of scheduled posts. In the live, the people leave questions in the comments about their suburb or problem, and I answer them on the spot, which keeps the discussion going and leads to bookings.
We still continue to post pictures and status updates during the week, but those lives get more action than anything. It has turned into a ritual now and some of the clients would also send messages in advance to enquire what our offer will be on Thursday.
– Caspar Matthews, Director, Electcomm Group Electrical & Data
Persistent, Personal Content Generates Valuable Interest
It’s true that AI lets people churn out a lot more slop, [but] the kind of content that generates sustained engagement, and more importantly, sales, is persistent, personal, and authentic.
Post every day. Share your successes, your failures, your inside jokes, and your process. This is the kind of content that’s going to generate sustained, valuable interest.
– Jonathan Palley, CEO, QR Codes Unlimited
Technical Problem-Solving Carousels Attract Property Managers
Using LinkedIn’s carousel posts to break down how we actually solve technical problems on-site. Here, we use step-by-step slides to explain the job that we do such as diagnosing low water pressure in a unit block or replacing a gas regulator in an emergency callout. All the posts are in plain language, and real site photographs were used, no stock images, and a step-by-step walk-through of the initial phone call to completion.
As an example, we posted a job related to a blocked drain at a childcare centre in Norwood. The first slide was the flooded entrance and the first call had a brief description. The following few slides contain CCTV footage, root intrusion of 6.2 metres, jetting process and the collapsed pipe that we have revealed. We included some photos of our installations, the digging point, safety precautions, and the new section of the pipes when installing. The last slide was a cleaned area and a brief quote from the centre manager that confirmed that the job was completed prior to pick up time.
That post reached over 4,300 impressions in five days and drew 36 comments, mostly from property managers. It led to two maintenance contracts and three quote requests. Before this, static image posts barely reached 1,200 views and rarely brought direct enquiries.
– Caleb John, Director, Exceed Plumbing
Content Repurposing Boosts Cross-Platform Engagement
We have not been keen on content repurposing across platforms in the past since we believed that each of the platforms needed a different type of content. However, content repurposing proved to be one of the best ways to reach a larger audience.
In this case, we used a blog post that discussed the plumbing maintenance tips and made a series of Instagram posts, TikTok videos, and even a YouTube short.
The outcome was 30 percent more interaction on Instagram alone in the first week, as well as 25 percent more visits to our site thanks to the cross-platform links.
Repurposing gives us the opportunity to stretch the life of content to the maximum without having to work on it. What once took us 2 hours to write, a blog post, can now be used to create 5-7 posts of different formats reaching various segments of our audience.
– Steven Bahbah, Managing Director, Service First Plumbing
Editor’s note – if you have podcasts or videos you want to repurpose into content for social media and your website, I HIGHLY recommend Castmagic! Click here to start a free trial now!
* Yes, this is an affiliate link that provides me a commission if you purchase at no additional cost to you. Thanks for your support!
Local Content Creates Niche, Personal Appeal
I’ve noticed that leaning into the local aspect of things can be really helpful. When people follow or pay attention to the social media posts of businesses, they want, and expect, those posts to be relevant to them specifically. Appealing to the local element can help with that. It makes content appear more niche and personal.
– Jeremy Yamaguchi, CEO, Cabana
Human-Centric Content Builds Trust and Authenticity
What’s working is human-centric content. Content that is not only clearly created by real people, but that champions real people as well. It’s true that many are really fatigued by AI right now, so coming across social media content posted by a business that seems genuine and human-focused can be like a breath of fresh air. It helps establish a better sense of trust and authenticity right off the bat.
– Edward Tian, CEO, GPTZero
Unedited Client Messages Drive Quote Requests
This year, we have seen large returns reposting client messages exactly as they were sent, without editing, formatting or branding.
I started taking screenshots of WhatsApp replies, direct messages and emails from clients who were approved or saved money through one of our policies.
One message said, “Got the paperwork sorted. Thanks again, mate. You have just saved us £42 a month.”
I shared that screenshot to Instagram and with a short caption and nothing else aside from that. Within 36 hours, that post brought in 29 quote requests through our link. It reached more than 3,800 accounts and the save rate was five times higher than any of our runs in the last quarter.
Every month now, my goal is to post at least five of these. It does not cost anything to maintain the pipeline full, and it originates directly with the people we assisted.
– Steve Case, Financial & Insurance Consultant, Insurance Hero
Own Your Email List, Not Rented Followers
I primarily use LinkedIn for my business, and it recently joined the “pay to play” party. It’s so annoying!
My number one piece of advice for all my clients is to create a way to get people off social media platforms because they’re rented spaces.
I’d take 5K followers and 4K email addresses over 100K followers and 500 email addresses any day!
To capture those email addresses, create a free downloadable resource, a mini online course, or a quiz. You own your email list. Just make sure you include a disclaimer explaining that they’ll receive communication from you after accessing the resources.
– Portia Obeng, Social Media Strategist & LinkedIn Coach, Portia Obeng LLC
Creator Partnerships Outperform Traditional Branded Posts
We believe it is a mix of human and creator-led content powered by connected media.
Long-term partnerships with trusted influencers consistently outperform traditional branded posts, especially through short-form video on TikTok, Reels, and YouTube Shorts, and we use AI to speed up processes and place influencer content in different media formats.
From a content perspective, we are noticing a shift in the type of content people want to see thanks to AI.
They either prefer very evidently human-led content and storytelling which feels natural and relatable, or they are moving back to longer-form, deeper content with substance and high quality effects or escapism.
People enjoy content that’s been made using AI if it elevates human creativity, not replaces it.
– Joanna Hughston, Head of Marketing (UK/US), The Goat Agency
Social Listening Tools Turn Chatter Into Connections
Leveraging social listening tools is at the heart of online success in 2025. The features within these tools help track and analyze online conversations about your business.
Social listening tools act as your digital radar, constantly tuned in to online conversations.
Why do they work? They utilize Al to find patterns and metrics in social media data. They tap into real conversations and analyze audiences in real time.
The catch is, AI content only works when it actually reflects what your audience cares about and that’s where social listening comes in, helping you turn online chatter into content that truly connects.
– Matt Dawson, VP, Growth Marketing, Brandwatch
UGC Short Videos Beat Polished Content
The biggest differentiation factor in our eyes is UGC style short form video content.
You cannot dictate how people are going to consume your content except if you are a large multinational company [with] millions of dollars to spend in changing public perception. They want to see TikTok/Reel/Shorts style videos with less editing, less polished and more real.
Saying that, it doesn’t mean that you should just post bad quality content or just follow trends. Focus on your story and what you want to be known for. Know your target audience and create content for them.
Final step, promote it on the correct platform. If your core target base is up to 45 use Instagram. If they are older, use Facebook. If you have a larger budget it’s always worth to test on both and see which one drives the best results.
Remember to always stay vigilant on how your audience consumes content and any swifts in behaviour. What works today won’t necessarily work tomorrow so be prepared to pivot when necessary.
– Thanos Zeppos, Co-founder, BRINQQ Marketing
Raw, Unfiltered Content Creates Trust and Connection
Personal content is outperforming by a mile right now. People are inherently voyeuristic, so what draws them in isn’t just your highlight reel, but instead is the behind-the-scenes, unfiltered version of your life or business.
Mixing polished, aspirational content with more raw, emotionally grounded moments makes your brand feel human. The curated posts might inspire, but it’s the imperfect, real moments that create trust and connection.
This is why people love podcasts where people are wearing normal clothes, all-day livestreams, GRWM videos, and similar.
This same principle applies to how you think about growth through collaborations. People discover brands they love through people they trust. Whether it’s influencers, micro-creators, or other aligned brands, partnerships work best when they feel authentic and rooted in shared values or lived experiences.
When done right, these collaborations can [massively] expand reach and deepen credibility at the same time.
– Makena Finger Zannini, CEO, The Boutique COO
To Succeed On Social Media: It’s All About Connection
After diving deep into these expert insights, one thing becomes crystal clear: the future of social media marketing isn’t about outsmarting algorithms or producing perfect, polished content.
It’s about returning to the fundamentals of human connection that made social media compelling in the first place.
The common threads weaving through every successful strategy are authenticity, consistency, and genuine value creation.
Whether it’s Sean’s 30-second educational reels that generated two paying customers, or Iron Storage’s video responses to comments that outperformed expensive ad campaigns, the winners are those who show up as real people solving real problems.
Here are the key takeaways I plan to start implementing immediately:
– Start conversations, not broadcasts. The most successful businesses are using social media as a two-way street, responding to comments with video replies and engaging in real-time during live streams.
– Embrace imperfection. Unedited client testimonials, behind-the-scenes footage shot on phones, and unpolished tutorials are outperforming expensive branded content because they feel genuine.
– Build communities, not follower counts. Private groups, Discord channels, and email lists are where the real magic happens. The best is email lists though because they are the only spaces you own and control, free from algorithmic interference.
– Use AI as a tool, not a replacement. The smartest creators are using AI to streamline processes while keeping their human voice front and center.
As someone who’s survived nearly two decades in the content creation industry, I’ve learned that every major shift in digital marketing feels overwhelming at first.
But those who adapt by focusing on timeless principles (i.e. helping people, building trust, and creating genuine value) will always find a way to thrive.
The platforms may change, the algorithms may shift, but human nature remains constant.
People want to connect with people, not perfect brands. In an oversaturated AI slop of a digital space, that might just be your biggest competitive advantage.