The year is 2025. Instagram’s square grid is nowhere to be seen. Well, those well-curated feeds are no longer a priority… Algorithms are ever-changing; what has always worked is suddenly out of the window. Platform rules are being updated every fortnight, and virality is the new focus. However, the success of your social media still relies on what it’s relied on since day one… connecting with the audience. But here’s the secret: there’s no straightforward formula in 2025 anymore. Social media is in its unhinged era, and aesthetic content might not be enough to cut through all the noise. Has the audience changed? Not much, but what’s being consumed online and how we consume it is evolving.
Here’s what’s working for us in 2025…
So, what’s the deal? How do content managers and social media marketers plan their content? As a digital marketing agency, we create bespoke plans for our clients. For our wider audience, we share digital updates on our social media platforms each week, highlighting what’s new on every platform – from Meta to the AI takeover! So, if you’re looking to stay up-to-date, you’re at the right place. In this era of unhinged social feeds, here’s what we have noticed that works for most of our clientele:
We don’t post every day!
We know consistency is key, but posting more does not equate to growth. On the other hand, it can actually lead to content fatigue. We recommend 3-4 quality content pieces every week that are educational, insightful and authentic. This helps you avoid overwhelming your audience with filler posts that may not add any value.
Content sandwich
Not sure what content works for you? If you are trying to nail the right mix of content, a good formula to try is the ‘content sandwich’. A content sandwich involves layering short-form content, such as reels, with informative posts in carousel format, along with stories and static post formats. Each type of content can be aimed at different goals, such as discovery, engagement, storytelling and educating the audience.
Carousels are making a comeback
Do you see brands using TikTok and reels for promotion and conclude that it’s not your cup of tea? Well, the good news is that the algorithm is pushing carousel-based content (almost on par with reels). If design isn’t your strong suit, that’s okay, too. Gone are the days when aesthetically curated feeds were the go-to formula! Now you can go all in on educating your audience using text on your carousel slides, and the platform will push it as any other snappy video with transitions and effects. While there’s a time for ‘brainrot content’, viral fatigue causes audiences to shift towards value-based social pages that help with their niche or interest.
Long-form content
We recently discussed the increasing reliance on an online community in 2025, with a cultural shift of valuing opinions from the relevant niche. This is slowly leading to the revival of long-form content. While carousels seem to be working on social platforms, we are also witnessing the comeback of blogs. This can be backed by the surge in Substack’s recent popularity with its growing user base and revenue. Substack has reported over 20 million monthly active subscribers and more than 2 million paid subscriptions. Many journalists and writers have migrated to the platform. Blogging doesn’t just help engage with your audience, but also boosts SEO and enhances your website ranking! And with Google indexing your social feeds, every bit of SEO helps.
Start with a hook
If you are doing everything right, but your audience is not stopping to engage with your posts, it could be your hook. Are you even using a hook to get your audience’s attention? A hook can be a question, a bold statement, a stat or shocking fact, or simply a personal journey; anything that captures attention within the first couple of seconds. Remember, your audience decides within 1.7 seconds if they want to stay; you have a 3-second window to make this happen. While you can share detailed information as you progress, start by hooking their attention.
Make content shareable
Lastly, if you want the algorithm to push your content, make it shareable. Authenticity is highly valued, and if you are sharing high-value content that showcases your story, interesting insights, and everything that engages your audience, wrap it with a call-to-action that initiates sharing. This can look like: A slide with text, “Share with someone who would find this useful”, or simply “Tag someone who can relate to this”.
Aesthetic content is out, being unhinged is in
In conclusion, there is no go-to formula in 2025. The recipe itself might be… no formula, which means staying chaotic. It’s okay to be unhinged, but we’d suggest avoiding tactics like online rage-baiting. Authenticity, community, and value-based content are what’s thriving in the social space. While aesthetics are progressively losing relevance, a well-curated content plan will help you build a successful online community.
If you are looking for someone to help you grow your digital platforms, contact us for more information.
