Gone are the days of sell, sell, sell—welcome to the era of authenticity, connection and value.

Social media in 2025 looks a whole lot different than it did just a few years ago. The polished influencer hauls and ‘look at me’ ads? People are over it. These days, your audience wants to feel understood—not sold to. They’re craving something real. If your content still feels like a pushy pitch from 2017, it’s time to rethink your strategy.

Stop copying other brands

You have no idea what’s actually going on behind someone else’s feed.

That ‘thriving’ business you keep trying to replicate? They might be heading to the bank for their third loan. Or running on unpaid invoices, burnout and hope. Not to mention copying what they saw somewhere. Their aesthetic might look good, but copying it doesn’t guarantee success—and it definitely won’t build your brand.

What works for one business might sink another. The truth about Social media in 2025? The best results come from leaning into your own story. Your people. Your values. Your quirks. Your vision. 

Instead of copying what you see, take a hard look at your neighbourhood competitors, regional players and where your clients have been before finding you. Survey your customers—ask how they found you, what stood out and why they stayed. Take time to talk to them, get to know them—that’s time well spent. Deep digging into your own market is real research, and it pays off far more than mimicking someone else’s curated feed.

Your marketing should always start with “your why?”

Your marketing—online, in print or digital—will fall flat 100% of the time if you can’t clearly explain your why. Why are you doing this? Why should someone choose you? Why does it matter? What value are you providing? What makes you different? If you don’t have clarity here, no ad, social post or shiny new logo will save you. Strong messaging starts with meaning.

TikTok isn’t the blueprint for every business

I know, I know—TikTok can be fun and entertaining, and yes, sometimes it works like magic. But let’s be honest: TikTok sells to impulse buyers. That might be a win for low-cost beauty products or trending gadgets, but if you’re offering in-person services, consultations, custom work or anything that requires trust… those quick trends can miss the mark.

For most brick-and-mortar businesses, thinking local, community or regional is far more effective. 

TikTok isn’t the right fit for every business. If you’re a government agency, a professional service provider, a spa or mom-and-pop shop offering in-person services only, or a therapist who relies on privacy and trust, TikTok’s fast-paced, trend-driven format likely won’t convert into sales.

It’s built for impulse, not intimacy. It thrives on quick hits, trending sounds and swipe-worthy visuals—great for viral reach, but not for building long-term trust or nurturing client relationships that require more depth, discretion or conversation.

If your business depends on ‘connection’ over clicks, TikTok’s not your platform. Trendy doesn’t always build loyalty. And viral doesn’t always mean profitable.

Instead of chasing every trending audio, focus on value-rich content that feels aligned with your brand and your actual goals.

Reels vs. posts: Know the difference

Let’s talk Meta (Facebook and Instagram) Reels vs. Posts—because they each have their place. Reels are your reach tools: short, scroll-stopping videos that get pushed out to new eyeballs. Great for brand awareness, personality and education in bite-sized chunks. Posts, on the other hand, build depth—they’re where you show your work, tell your story and connect with the people who already follow you.

Both are powerful when timed right (early morning and after-dinner scrolls are golden), and yes, tags matter. But here’s the thing: once you have earned someone’s trust, they’ll promote you for free. They’ll tag you in groups, DM your info and recommend you in the comments. So, if you’re still ‘not on social,’ let me be blunt—there’s no better time than now. You’re not just missing out on trends – you’re missing out on referrals.

What is working with Social media in 2025?

Here’s what’s cutting through the noise right now:

• Behind-the-scenes content. Show your process, your space, your chaos

• Documenting over-performing. Capture real moments as they happen. People relate to progress, not perfection. Talk about your day, your next appointment, your favourite things … or share a tip that anyone can use

• Face-forward storytelling. Step out from behind the logo

• Educational posts. Share knowledge freely. It builds trust

• Client wins and real stories. Show the transformation, not just the ‘after’

• Community over clout. Be real in the comments. Talk to people. Say thank you!

And if you’re working with me…

If you’re already a Graphic a la Design client, you’re covered.

I live and breathe this stuff—strategy, storytelling and design that actually works. And even though my own feed might look a little quiet (classic shoemaker’s kids have no shoes moment), I’ve been behind the scenes helping clients grow real businesses with real conversions and real clients.

No fluff. No fads. Just smart, authentic content that connects.

Final word

Social media isn’t about keeping up—it’s about showing up. If you’re in it for the long haul, stop mimicking and start meaning it.

And about authenticity? That’s the only algorithm that actually works.

Just like that goldfish swimming against the current, the right direction isn’t always the most popular one. Don’t be afraid to take your own path. It’s where the real growth happens.

Yours in success,
Lori Thompson.