Social media continues to be one of the most important marketing channels for brands. Users remain glued to top platforms for hours each day, and they’re seeking authentic, valuable content from brands they trust. In 2025, this will create new opportunities for marketers that can effectively communicate authenticity and true value to audiences.
The best way to do this is with zero-click content. This is any type of post, TikTok or video that offers up insight or entertainment without the need to click to learn more. Examples include Instagram Stories with quizzes, polls or “Ask Me Anything” stickers; LinkedIn thought-provoking articles or case studies; and Twitter or Facebook Groups where brands host Q&A threads.
Another opportunity is to use creators and influencers. While many brands look to the biggest creators with large followings and recognizable personal brands, smaller, niche content creators can also be a great fit. The key is to choose the right influencers to work with for your unique business needs and ensure their message aligns with your brand’s values.
Finally, consumers are doubling down on their expectations of personalized customer service from companies. This is why it’s important to focus on direct communication strategies, such as hosting AMAs on Instagram and broadcasting Q&A sessions on YouTube or TikTok. This will help you stay on your audience’s radar, while also driving positive business impact.