Columnist

Social media marketing has come a long way. What worked in 2018 (posting frequently and chasing likes) is now almost irrelevant. With algorithm changes, user behavior shifts, and rising ad costs, small businesses and creators alike are asking: What actually works in 2025?

Social media still works—but only if you play it smart. The platforms are more competitive, but also more powerful than ever. The biggest changes are rooted in connections and the need to personalize. People use social media for everything now: algorithms constantly are personalizing user feeds, people want to feel valued by brands, not just be sold to, and users want genuine, long-term connections, not just one-time interactions. Whether you’re a small-business owner, marketer, or creator, these battle-tested tips will help you thrive in today’s landscape.

The Algorithm Favors Depth, Not Just Reach — Gone are the days of short, low-effort posts going viral. In 2025, platforms like Instagram, LinkedIn, and TikTok reward content that keeps people engaged longer —think carousels, storytelling, tutorials, and even long-form video. Focus on watch time and dwell time. For example: Use 5–10 image carousels on Instagram to boost swipe time. On TikTok and Reels, create “hook–value–payoff” videos that keep viewers watching until the end. On LinkedIn, write thought-provoking posts that encourage readers to expand the “See more.”

Short-Form Video Still Reigns—But Substance Wins — Short-form video isn’t going away, but audiences are tired of fluff, they want substance. They are rewarding creators and brands who share real insight, behind-the-scenes stories, and solutions. Don’t just copy trends. Create original videos around: FAQs your customers ask. Myths in your industry. Your process or product in action. Before/after customer results. Authenticity and value outperform aesthetics in 2025.

Need a break? Play the USA TODAY Daily Crossword Puzzle.

UGC (User-Generated Content) — Customers trust people more than companies. UGC—photos, testimonials, reviews, and videos created by real customers—are more believable and engaging than polished branded content. Incentivize customers to share their experience with your product. Repost and tag them. Use UGC in your ads and product pages—it boosts conversions and reach.

AI-Powered Tools Are Non-Negotiable — Social media marketers in 2025 are not doing everything manually. AI helps plan, write, schedule, analyze, and even respond to comments or DMs. Use tools like: ChatGPT to brainstorm post ideas, captions, and scripts. Lately.ai to repurpose long form content into social snippets. Canva + Magic Studio for fast, on-brand visuals. Metricool or Later for AI-assisted scheduling and analytics. Automate the grunt work so you can focus on connection and creativity.

Shift to “Community Over Followers” —You don’t need 100K followers to make sales or impact. Micro-communities — DM groups, Facebook Groups, private channels (like Geneva or WhatsApp), and engaged comments sections — are where real business happens. Treat your social media like a community, not a billboard. Ask questions, respond to comments quickly, go live, and DM your audience. A loyal 1,000 is better than a silent 10,000.

Niche Is Rich — The algorithm now understands context and niche better than ever. Broad content gets ignored. But if you consistently speak to a specific audience, you’ll build trust and visibility fast. Be known for *one thing* first. Instead of “fitness tips,” be “mobility exercises for desk workers.” Instead of “marketing help,” be “reels strategy for yoga instructors.” Hyperfocus wins.

Interactive Features Drive Engagement —Polls, quizzes, AMAs, and sliders are gold on platforms like Instagram and TikTok Stories. They boost engagement signals, which leads to more visibility. Use Stories daily. Ask questions like: “Which design do you like more?”, “What’s your #1 challenge right now?”, “Pick our next product color 👇” These mini-interactions build trust and improve algorithm favorability.

Storytelling > Selling — People remember stories, not sales pitches. In 2025, brands that tell real stories — about customers, founders, products, or problems—get more traction. Use a simple storytelling format: Hook: Grab attention fast. Conflict: What was the problem or pain point? Resolution: How did your product/service solve it? Stories humanize your brand and spark emotional engagement.

Repurposing Is a Superpower — Creating content from scratch every day is unsustainable. The smartest brands turn one piece of content into 10. Start with one “pillar” piece (a blog, podcast, or video), then: Turn quotes into tweet-style posts. Break it into carousels or infographics. Summarize key points for LinkedIn. Pull clips for Instagram or TikTok. Maximize your content’s lifespan.

Social Search Optimization (SSO) Matters — In 2025, social platforms are also search engines. People now search TikTok and Instagram like they do Google. Use clear keywords in: Your username and bio. Video captions and spoken content. Hashtags and post text. Example: A bakery might use “gluten-free recipes,” “NYC cupcakes,” or “birthday cake ideas.” Think like your customer types.

Ads Need to Feel Native — Paid reach still matters—but only when ads feel organic. In 2025, the best-performing ads look like content users already engage with. Use UGC-style ads with casual voiceovers. Make them feel like recommendations, not commercials. Add captions, keep them vertical, and front-load value in the first two seconds.

Your First 3 Seconds Are Everything — Attention spans haven’t improved. In 2025, your content must hook viewers immediately — or it’s scrolled past. Start with a question, a bold statement, or a surprising stat. For video: skip the intro. Jump straight into the “what’s in it for me?”

Contributed by Marc L. Goldberg, Certified Mentor, SCORE Cape Cod & the Islands, www.score.org/capecod. 508/775-4884. Building small businesses and nonprofits through mentoring and educational webinars. Sources: 15 Social Media Trends, Karolina Mikolajczyk, Hootsuite, 5/29/25, 10 Social Media Trends You Need to Know in 2025, Jamia Kenan, Sproutsocial.com, 1/14/2025