WCWB Blog
WINNING AND FADING TRENDS IN SOCIAL MEDIA MARKETING: 2025
What to Throw out in 2025
Social media management is one of the most popular topics discussed through the WCWB's coaching services. In today’s ever-evolving digital landscape, social media is shifting faster than many entrepreneurs can keep up with. What worked just a year ago may now be harming engagement or wasting marketing dollars. According to Sprout Social’s 2025 Social Trends Report, short-form video continues to dominate, with 66% of consumers naming it the most engaging content format. Platforms like TikTok, Instagram Reels, and YouTube Shorts remain powerful—but the focus has shifted from viral gimmicks to authentic storytelling, educational insights, and consistent engagement.
One standout trend in 2025 is “deinfluencing”, where influencers and brands candidly share what products aren’t worth the money or suggest more affordable alternatives. This raw honesty has increased credibility and consumer trust. For example, beauty brand Glossier leaned into this trend by partnering with micro-influencers to offer transparent reviews—including both pros and cons—which led to a 12% uptick in conversions from user-generated content campaigns (Influencer Marketing Hub, 2025). Entrepreneurs can adopt a similar approach by allowing customers to drive real conversations instead of controlling the narrative.
AI-powered engagement is another rising strategy that's proving effective across industries. Tools that provide real-time personalization, automated DMs, and product quizzes are transforming how brands communicate. Shopify reports that stores using tools like Octane AI are seeing up to a 20% increase in average order value (AOV) through AI-powered product quizzes and messaging. Even platforms like LinkedIn are embracing video—especially from founders sharing behind-the-scenes insights or quick value-driven tips—as B2B buyers crave authenticity and transparency.
But while some strategies are booming, others are clearly falling flat. Overly curated Instagram feeds, once a gold standard for “brand consistency,” are now seen as stiff and inauthentic. A recent report from Later showed that engagement rates on perfectly polished Instagram grids dropped by 21% in 2024 and continue to decline in 2025. Instead, audiences prefer Stories, photo dumps, or casual Live videos that feel personal and unfiltered.
Similarly, relying on Facebook organic reach as a primary marketing method is no longer viable. Organic page reach has dropped below 2% for most businesses, according to Hootsuite’s 2025 Digital Report. Entrepreneurs who focus on static Facebook posts instead of community-driven spaces like Facebook Groups—or who ignore emerging platforms like Threads—are missing crucial opportunities for growth and connection.
Outdated Social Media Marketing Tactics to Leave Behind in 2025:
- 📉 Relying on heavily curated Instagram grids instead of casual, authentic content
- 📉 Using Facebook pages as a main driver for organic reach
- 📉 Prioritizing follower count over engagement and community quality
- 📉 Ignoring short-form video formats like Reels, TikToks, and YouTube Shorts
- 📉 Partnering with macro-influencers only, instead of cultivating micro or nano- influencer relationships
- 📉 Avoiding AI tools out of fear or complexity, rather than testing automation benefits
- 📉 Posting only promotional content with no educational or storytelling value
To thrive in 2025, entrepreneurs must prioritize authenticity over perfection, connection over clicks, and adaptability over habit. Whether it’s leaning into transparent influencer partnerships, embracing AI tools, or letting go of outdated content formulas, success now hinges on being real and being relevant.
Sources:
- Sprout Social – 2025 Social Media Trends - https://sproutsocial.com/insights/social-media-trends/
- Influencer Marketing Hub – Top Influencer Marketing Trends 2025 - https://influencermarketinghub.com/influencer-marketing-trends/
- Shopify – AI Tools Changing Ecommerce - https://www.shopify.com/blog/ai-ecommerce-tools
- Later - Instagram Trends to Watch - https://later.com/blog/instagram-trends/
- Hootsuite – 2025 Digital Trends Report - https://www.hootsuite.com/resources/digital-trends-report
Written by: WCWB Staff
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