Our top 5 social media tips to take you into 2025
‼️ Disclaimer: this is not another 'chase the trends' article. Yes, we may have read and digested all the 2025 trends reports but there'll be no 'drop what you're doing and follow the new shiny thing' vibes here.
Just solid, insight-informed tips based on our experience of working with purpose-driven businesses and non-profits, and having our ear to the (sometimes rocky) ground of the social media landscape. Follow these tips and you'll be building on solid, tried-and-tested strategies while moving with the times to maximise your impact. Pinky promise.
OK, let's get into this.
1. Encourage EGC (Employee Generated Content) 🤳
Often referred to as employee advocacy or ambassador content, EGC is all about employees stepping into the spotlight to create and share their own content on personal social channels, shining a light on their work and passion while supporting the organisation's mission.
EGC is on the rise and is worth investing in for 2025. Why? Because authenticity wins every time. Think of EGC as a backstage pass to your organisation's mission, with your employees as the stars who can’t wait to share their passion with the world.
It’s an opportunity for employees to connect with audiences on a human level, building trust and strengthening the brand in the process. In an increasingly values-driven landscape, EGC is great at humanising brands and, when done well and by social-savvy individuals, often out-performs company content in terms of engagement.
Want to ignite a spark of EGC magic?
Speak to colleagues and identify where the best storytellers are.
Organise an Employee Advocacy workshop to inspire people to up their game on social and show them how they can support the organisation through engagement and content.
2. Spend more time on proactive engagement 💬
Proactive engagement (or, as we like to call it, stepping out of your community management comfort zone) is all about leaving the cosy confines of monitoring engagement on your own posts and engaging with other people’s posts to spark and join meaningful conversations.
The days of posting and ghosting are gone. When you're short on time, reactive engagement wins. It's more important to prioritise responding to comments and messages than start new conversations; reactive comms is the bread and butter of audience relations.
But investing even a little time each week in proactive comms can really make an impact. We’ve seen it time and again - clients who embrace this approach enjoy boosted engagement rates, a wave of impressions from non-followers, and a healthy bump in follower growth.
How to get started
Find communities that share your values and places where your target audience are already chatting.
Join conversations with intention. Leave thoughtful, meaningful comments (and no, '🔥' or 'Nice!' doesn’t count) that add value to the conversation and actually make the author smile.
3. Build relationships with niche influencers ❤️
We've worked on influencer campaigns with many of our clients over this past year, and seen great success. Trends suggest that micro influencers (between 1k and 100k followers) with specialised communities will be more sought after than bigger creators. And we agree.
Finding and working with purpose-driven content creators can feel like looking for a needle in a haystack. But when you do find the right people - those whose values align with yours, who use their platforms for good, and who have followers that are just as chatty in the comments as they are loyal, you’ve struck gold.
Building long term, mutually beneficial relationships is the name of the game. Unlike larger creators, there's a stronger sense of trust among their followers and more authenticity in the interactions. This is why we regularly see impactful results, even on tighter budgets.
Next steps
Identify some niche influencers, looking beyond follower counts and dig into engagement and the quality of interactions.
Start building a genuine connection by engaging with their content and show appreciation for their work before reaching out. When you pitch, focus on shared values and mutual goals to create a relationship that feels collaborative, not transactional.
4. Share more Zero-click content 👍
The more I think about it, the more I love this term. And the more I believe it's relevant for purpose-driven organisations on organic social. It's smart, audience-first thinking.
Zero-click content sounds at odds with the whole digital landscape; for years, social has been geared toward website clicks, report downloads and the like. Which is fine. But as the social landscape evolves, people often don't want to click on your social post to visit your blog, website, or 47-page PDF. They want Instagram carousels that inspire, TikTok videos that entertain and juicy LinkedIn posts that teach them something new.
People are busy (and let’s be honest, a little impatient), and platforms want to keep them scrolling like it’s their full-time job, not clicking away to who-knows-where.
So instead of fighting the tide, why not give them the good stuff where they want it? By dishing out the value where they are, you'll boost engagement and reach while also respecting their time and attention. And that’s how you earn some serious audience brownie points for 2025.
Want more zero-click content in your calendar?
Audit your content and see how often you're relying on 'read more' or 'click the link in our bio' and whether it's actually working (you might well find that paid social is doing the lion's share of driving web traffic anyway).
Focus on repurposing your long form content into social-first, zero-click posts and go big on value.
5. Invest in audience-led social strategies 🔎
Because guessing is so 2024!
In 2025 being audience-led in everything you do on social is essential. With people jumping ship from X (formerly Twitter), and platforms like Threads and Bluesky popping up, the social media landscape is becoming more fragmented than ever. It’s not about playing roulette with social channels anymore; it’s about knowing your audience so well, you’re already there waiting for them when they move.
This is where tools like Audiense (our fave for a reason) shine. By diving into audience segmentation and cultural insights, you might be surprised by what you uncover - brand affinities you didn’t expect, communities you didn’t realise existed, and preferences that can transform how you communicate. With this intel, your key messaging can hit all the right notes, making your social content not just efficient but powerfully impactful for all audiences.
Next steps
Review your audience personas - When’s the last time you gave them a proper refresh? Check whether they’re still based on up-to-date data and insights or if they’re overdue for a rethink.
Speak to us about Audiense and how we can uncover new segments, trends, and behaviours to inform your 2025 strategy and ensure you’re in tune with your audience’s needs and interests.
So these are our 5 tips for the next 12 months. What do you think?
If you’re keen to learn and embed these tips and more, check out The Social for Good Accelerator, our new online course.