What I’d Tell Business Owners To Do on Socials Coming into 2025…

The new year is a fresh start, but let’s be real—social media isn’t slowing down.

Trends keep evolving, and brands that stay on top know that it’s all about building genuine connections. So, here’s the rundown on what I think will matter most in 2025 if you want your brand to cut through the noise.

Lean into content that communicates your businesses identity and values

You’ve probably heard people say “You’re selling more than a product, you’re selling a lifestyle”, and while that sounds kinda scammy, it’s also true.

People want to engage with brands that feel like them — that reflect their personality, values, and interests, and if you only talk about what you’re selling, you’re missing a golden opportunity...

Ok, but what does that actually look like?

Think about the bigger picture — If you’re a health vitamin brand, talk about pilates classes, smoothie recipes, or health & wellness tips.

If you run a yoga studio, mix in tips on journaling or mindfulness practices. Creating holistic content that aligns with your brand’s identity makes it so much easier for like-minded followers to see themselves in your content.

Educational content still reigns supreme

When you teach people about your product or industry, you’re not just answering questions from potential clients — you’re also building trust.

For example, if you’re selling skincare, breaking down the benefits of each ingredient or showing the right way to apply a serum isn’t just content; it’s a way to remove doubts and give people confidence in choosing your brand.

User-Generated Content CONVERTS

UGC is here to stay and if you didn’t get on board in 2024, you’re going to want to make sure your marketing strategy includes it in 2025.

Consumers trust content from real people more than they trust traditional ads by a long shot — in fact 79% of people say UGC highly impacts their purchasing decisions.

Seeing real customers using and loving your products adds a layer of authenticity that polished brand content just can’t replicate.

Stories are still the first thing most people check — so use them!

Stories are front and center, (literally — they’re the first thing you see when you open Instagram) so don’t skip them.

Show your audience what’s happening today, behind-the-scenes glimpses, or sneak peeks at new launches. Stories keep followers in the loop without the formality of feed posts. Plus, those interactive stickers—polls, quizzes, questions—are gold for engagement (and feedback!)

Don’t stop at stories — prioritise micro-communities through Close Friends or Broadcast Channels...

Community is everything. Your biggest fans aren’t just followers—they’re the heart and soul of your brand’s success, and creating a two-way relationship with them is invaluable.

One way to tap into your community is by setting up a Broadcast Channel or Close Friends list where you offer sneak peeks, updates, polls, secret sales, early access —anything you like!

Think of it like giving your most loyal supporters VIP access, where they get to see what’s brewing before it’s public.

Share the personal moments — I want to see your Europe Trip!

Social media is a lot more fun when it’s not just business all the time. People want to know the face behind the brand, so don’t be afraid to share your personal, human moments.

Show snippets of your travels, that last-minute project stress, or even your favorite coffee shop. Let followers see the person (or people) running the show—it makes everything feel more real, which we’re all craving right now.

Final Thoughts

Social media in 2025 is all about connection, trust, and showing up authentically. It’s no longer just about selling a product—it’s about sharing a lifestyle, educating your audience, and fostering a genuine community around your brand.

Whether it’s through Stories, UGC, or giving your audience a glimpse behind the scenes, the more you can create content that feels real, the more your brand will thrive.

So, as the new year kicks off, let’s focus on building relationships that last and crafting a social presence that truly reflects who you are.

With love,
Lauren xx