Social media in 2025 looks very different to even a few months (years) ago. It’s no longer just about showing up with polished posts and a strong brand, it’s about building genuine connections. People are rewarding (with their time and attention) brands that spark conversation, collaborate with others, and show up as the real deal – bringing their team along with them.
If you’re a business owner wondering how to keep up with the pace of change, the good news is that an effective marketing strategy isn’t about keeping up with trends, it’s about understanding people and specifically, your people.
So, what do business owners need to know in 2025?
Creativity and Connection.
Gone are the days of overly polished social media. Playfulness, humour, User Generated Content (UGC) and creativity have become powerful tools for engagement. But beyond just fun content, the real shift is toward connection. The real kind. The kind that blends real life interactions and your social media.
Brands that invite their audience into the conversation, through interactive content, storytelling and real engagement, will thrive. People want to connect with you.
Tip: Move beyond just broadcasting. Think about how you can co-create with your audience through polls, Q&As or behind-the-scenes content. Think about how you can invite your audience into your content.
Users Move Fast.
Many businesses are still using social media like it’s 2018 – posting without engaging and using rigid content calendars. But users? They’re evolving faster.
They expect conversation, more transparency, two-way engagement and connection. If brands aren’t adapting, they’re becoming invisible.
Tip: Check your insights on how your audience interacts with content. Is it short-form videos? More DMs from stories?
Perfection is Overrated.
For years, businesses thought their social media had to be flawless – perfectly curated grids and highly edited videos. People connect with real people, not perfectly staged posts. Businesses that embrace authenticity and humanity are the ones that thrive.
Even more important? Collaboration. Whether it’s working with other brands, influencers, or even your customers!
Tip: Let go of over-editing and focus on being real and showing up for your community. Partner with like-minded businesses, feature customers, and make your audience feel like part of the journey.
AI is changing Social Media.
AI is changing social media, from content creation and scheduling tools. But the biggest misconception? Thinking AI can replace human connection. Community still comes first.
While AI can speed up processes, it can’t replicate the humanity and personality that makes social media work for your business. The best brands are combining AI efficiency with human creativity and real conversations.
Tip: Use AI to enhance your content, but keep the engagement, language and storytelling personal.
What’s next?
I know how overwhelming social media can feel when trends shift so quickly. The Bird & Emmy approach is rooted in strategy, collaboration and keeping things achievable for real business owners. The businesses that thrive in 2025 will be the ones who focus on connection, community, and showing up as themselves — not the ones who try to do it all.
So, instead of asking “what should I post next?”, start asking “how can I connect better with my audience?”. That shift is where the real magic happens.
