How to be a social media in 2025

[shukla7789]

Having worked in marketing for over a decade, I often find myself observing and analyzing the content that companies post on social media and asking myself: are we on the right track? Have we lost our touch? Except for the big brands that create disruptive movements, most companies have a hard time producing relevant content.

If you open Instagram, you’ll see a festival of boring content, full of clichés and the same thing over and over again. It seems like no one knows what to produce or why. I’ll confess: sometimes I find myself in this dilemma too. Let me explain why.

I often think about creating content with useful tips and relevant discussions, but if I don’t use “viral codes” or techniques that have become trends, my content becomes a game of Russian roulette. It might work, but it might also flop embarrassingly.

It's bizarre to see this. The amount of irrelevant content the algorithm suggests to me is directly proportional to what society has become. No one seems to want depth; they prefer a few seconds of office 365 database entertainment for that dopamine rush we're already addicted to.

More than 80% of people have social networks and the average use is 9 hours a day
Data from We Are Social and Meltwater confirms that the public is present on social media. The challenge is to be interesting enough to break out of their bubbles and make your content relevant. And for next year, I don't think we'll see any major changes. People will continue to be superficial, and we, professionals, will need to be more strategic than ever. Oh, and there's no point in using AI as a crutch to increase the volume of posts.

AIs are great allies for generating triggers and themes at a speed that the human brain cannot keep up with. But they cannot replace life experiences, culture, traumas, and other experiences that only we humans have. If it is already difficult to produce content communicating from human to human, using only AI can make you even more ignored.

So keep investing in being interesting enough that people want to follow you. If you haven’t yet attracted your audience, keep testing triggers and ways to capture attention in the first 3 seconds of a video or the first image of a carousel. Experiment with different ways of communicating, and don’t be afraid to flirt with controversy. The distance between cancellation and success is short.

Invest in 4 types of content
1. Growth – You need to keep attracting new followers, because the old ones will stop engaging at some point. There’s no way around it. People go through phases, and notice: every time you start following a profile, you interact more. Over time, this engagement cools off, and the profile ends up being forgotten in your list of followers.
2. Connection – People need to like you. If you are interesting enough (charisma counts for a lot), and can connect beyond just technical content, your profile will certainly get more results.
3. Objection – We are talking about profiles with commercial objectives. Whether it is to sell products, services or their own image, people always have objections. You need to overcome them. Know how to deal with all types of interaction and remember: even haters generate engagement. But if you don’t prove that you are really necessary, you will be discarded like a hamburger wrapper. LOL.
4. Authority – No, you don’t need to be a politician (or do you?), but you need to demonstrate authority in what you do, sell or say. And if it’s all of these things together, even better. But this doesn’t happen overnight. You need to create something relevant that shows that you’re better than other profiles. And this is increasingly difficult in this red ocean that is the planet with 8 billion people.
If you focus on price and not strategy, you will be just another product on the shelf.
Today, we face competition from “eugencies,” those people who don’t have the structure to act strategically, but who have a low price. And, oh, the price! It’s an important metric, both for those who pay and for those who receive, but it doesn’t define value. Your value is your time and everything that goes into it. If the only metric you use is price, I’m sorry, you’ll be replaced by someone cheaper, who delivers generic content just as well as your competitor.

Working in social media requires being strategic, understanding business, macroeconomics, and even global crises. Generation Z understands social media and dance , and they do so in a much more empirical way than any older professional. But what no one can replace is their worldview, their understanding of the facts and how they impact business and communication.

Having the flexibility to create good narratives will make all the difference in 2025 or 2125. Because no one can escape a good conversation. Here's a tip.