2025 Social Media Strategy: What’s In, What’s Out

By. Corey C. Walker

Social media is no longer just a platform, it's an ecosystem. What worked last year may fall flat today, and strategies that seemed experimental are now essential. As algorithms evolve and user behaviors shift, staying ahead means knowing what to double down on and what to leave behind.

Here’s a breakdown of what’s in and what’s out in 2025 when it comes to building a social media strategy that actually delivers.

What’s In

Native Editing & Real-Time Creation Tools like Instagram’s Edits and TikTok’s built-in suite now let creators shoot, edit, and publish directly from their phones. AI-enhanced features like auto-captions and synced transitions are the new standard.

AI-Powered Personalization Brands and creators are using AI to tailor content by region, audience type, or trending behavior. From captions to DMs, customization increases engagement.

Short-Form with Substance Reels and Shorts are no longer just trend vehicles. Audiences crave bite-sized value—tips, storytelling, and useful content packed into 30–60 seconds.

Focused Communities Over Mass Reach Niche groups on Discord, private IG content, and tight audience targeting are more effective than chasing followers. Engagement matters more than exposure.

Cross-Platform Blending Successful strategies connect platforms. TikToks go to LinkedIn, Threads content fuels Instagram, and Pinterest drives to YouTube. It’s about flow, not isolation.

What’s Out

Generic Scheduling Tools Copy-pasting the same post across platforms? It doesn’t work. Native formats and tailored captions perform far better than one-size-fits-all automation.

Fake Engagement & Pods Likes-for-likes and artificial comments are being deprioritized. Platforms favor saves, shares, watch time, and genuine interactions.

Over-Polished Brand Content Highly produced, ad-style videos are getting scrolled past. People prefer real, relatable, unfiltered content—even from big brands.

One-Way Broadcasting Posting without replying or engaging is a miss. Comment sections and DMs are now key spaces for retention and growth.

Ignoring Search Optimization Social media is search-first now. Posts need searchable keywords, strong hooks, and alt text. If you’re not optimizing, you’re not showing up.

The Bottom Line

Winning on social media now means being nimble, authentic, and strategic. It’s not about being everywhere—it’s about showing up with the right content, in the right way, for the right people.

Update your approach, streamline your message, and lean into the tools that help you connect faster and deeper. What’s outdated needs to go your audience has already moved on.

Written by Corey Walker, co-author of five bestselling Dummies books focused on Instagram, and social media marketing agency owner specializing in growing leads and sales for service-based businesses. Contact me today for a free 15-minute consultation!