Platform selection that makes sense
Not every social platform deserves your attention. Focus your efforts where your target customers actually spend time.
“Every social media channel has unique characteristics and is designed for a different type of audience,” notes Sarah. She recommends regularly checking your analytics to see where your audience is most active and adjusting your focus accordingly.
It’s also worth testing new platforms and features, following industry leaders and experts, and reviewing your strategy every three to six months. If engagement drops on one channel but increases on another, that’s a clear signal of where to direct your resources.
Content that serves the algorithm and audience
The question of whether to create content for the algorithm or your audience has a simple answer: both, because they’re connected.
Algorithms reward engagement, and engagement comes from creating content that resonates with your audience. When your content gets likes, comments, and shares, the algorithm will show it to more people.
Understanding what formats each platform favours—whether it’s Reels, carousels, or videos—and incorporating these into your strategy will support long-term growth. However, the foundation must always be content that your audience finds valuable.
AI integration
The use of artificial intelligence in marketing has moved beyond simple automation. In 2025, businesses are using AI tools to create more personalised customer experiences, analyse data more effectively, and streamline content creation.
AI can help identify patterns in customer behaviour, predict trends, and even generate content ideas based on what’s performing well. This allows small businesses to compete more effectively with larger companies that have bigger marketing budgets.
Sarah identifies AI integration as one of the key trends shaping 2025, saying it’s being used in “creating content (visuals and copy) and in how users are personalising social interactions.”
Social search optimisation
People are increasingly using social media platforms to search for information, rather than traditional search engines. This is particularly true for younger demographics.
“Social search strategy is increasing rapidly, with TikTok leading the way. Gen Zs are using social media platforms like TikTok and Instagram to search for brands and news rather than Google,” Sarah explains.
This means optimising your social content for searchability by using relevant keywords, hashtags and phrases that describe your products or services. Think of each social post as a potential entry point for new customers discovering your business.
Authenticity and transparency
In an age where consumers are increasingly sceptical of marketing messages, authenticity has become a crucial factor in building trust.
User-generated content and genuine influencer partnerships are particularly effective here. According to Sarah, “Over 70% of consumers are willing to spend their hard-earned cash if the brand is seen as authentic.”
This means showing the human side of your business, admitting mistakes when they happen, and being transparent about your values and practices.
Short-form video content
With attention spans continuing to decrease, short-form video content remains a powerful way to grab attention and convey messages quickly.
Videos under 60 seconds that deliver value, entertain, or showcase products in action are particularly effective. These can be repurposed across multiple platforms, though it’s important to tailor them to the specific requirements and audience expectations of each channel.
What to avoid in your marketing in 2025
Sarah identifies several common mistakes that can undermine your marketing efforts:
- Posting identical content across all platforms without considering the unique characteristics of each
- Ignoring insights and analytics that could inform your strategy
- Failing to include strong hooks or calls-to-action in your content
- Focusing too much on vanity metrics like follower count rather than meaningful engagement.
Non-negotiable marketing practices
Some marketing practices are simply essential in 2025. These include:
- Posting consistently across your chosen channels
- Keeping content fresh while also repurposing evergreen material
- Making your content accessible with subtitles and alt text
- Collaborating with complementary businesses or peers
- Incorporating SEO principles into your social content.
Next steps
If you’re feeling overwhelmed by the marketing landscape, start by focusing on your main goal and ensuring it aligns with your business objectives.
As Sarah suggests, “Sometimes, it’s helpful to get a fresh pair of eyes on your business’s social media channels to get feedback.”Remember that effective marketing isn’t about being everywhere or doing everything. It’s about making strategic choices based on your unique business, audience, and goals.
By staying informed about current trends, regularly analysing your results, and being willing to adapt your approach, your small business can create a marketing strategy that drives genuine growth in 2025 and beyond
