How To: Social Media Marketing
Social media is constantly changing. What worked last year—or even last month—may be ineffective as platforms adjust their algorithms, user behavior shifts and competition for attention grows. You need a dynamic strategy that adapts to these changes to keep your brand visible and audiences engaged.
Understanding Algorithm Changes
Here’s the thing—whether we like it or not—algorithms dictate how content is shared to new audiences across platforms like Instagram, Facebook, TikTok, and LinkedIn. While no one knows the exact workings of each platform’s algorithm, there are a few universal trends:
Engagement—Content that receives meaningful interactions (comments, shares, and saves) is pushed higher in feeds and more likely to show up on users' explorer pages, suggested content, and more.
Relevance—Platforms favor content that aligns with a user’s past activity and interests. So, let’s say you offer aesthetics services. Your content will be shared with users who have previously interacted with other aestheticians and aesthetics centers.
Authenticity – Overly promotional posts are deprioritized for genuine, valuable content. Your content isn’t about you—it’s about who interacts with your content, and users are starting to prefer genuine, behind-the-scenes content over polished, performative posts.
So, how do you stay ahead? Keep a close eye on platform updates, experiment with different content formats, and use analytics to refine your approach. Success on social media isn’t about chasing every trend (in fact, we recommend the opposite)—it’s about understanding what works for your audience and consistently delivering value.
Content That Captures Attention
With endless content competing for eyeballs, stopping the scroll and grabbing users’ attention is more challenging than ever. Here’s how to stand out:
Hook Fast: The first three seconds of your content matter most. Whether it’s a video or a static post, start with something compelling—a bold statement, an intriguing question, or an eye-catching visual.
Video Shares: Platforms like Instagram Reels and TikTok continue to dominate, so video content isn’t optional anymore—it’s a must. As platforms expand video length limits, it’s important to create a mix of long- and short-form videos to address the customer at every stage.
Interactive Elements Work: Polls, questions, and carousel posts encourage engagement and keep your content circulating in feeds.
Storytelling Connects: Instead of just selling, tell a story that resonates with your audience. People connect with emotions, not just products or services.
Engagement Strategies That Work
Simply posting isn’t enough! Social media algorithms don’t just look at audience behaviors; they also look at your behavior. To support rising trends in digital community-building and algorithm changes, engaging with your audience to stay relevant actively is essential. Try:
Comment and Converse: Respond to comments and engage with followers and others in your industry to boost visibility and strengthen relationships.
Encourage Saves and Shares: Creating valuable content (such as quick tips, how-tos, or industry insights) increases the likelihood of users saving and sharing your posts.
Be Consistent: Repetition is crucial in digital marketing, and sporadically posting won’t build those key connections. Set a schedule and stick to it so your audiences (and the algorithms) know when to expect your content.
Adapt and Win in 2025
Change is the only constant in social media marketing, and staying ahead means being adaptable, data-driven, and, most importantly, creative. Your audience is out there, but it’s up to you to show up in a way that keeps them interested! Need help crafting a winning social media strategy? Let’s talk!