What’s Dead in Social Media Marketing (and What’s Dominating Instead)

Corey C. Walker

If you're still running social media like it's 2018, you're probably wondering why engagement is tanking and nothing's converting. The platforms have changed. The algorithms have changed. But more importantly the audience has changed.

It's time to stop pouring time and money into outdated tactics. Let’s break down what’s officially dead in social media marketing and what’s actually working now.

What’s Dead

1. Posting Just to Stay “Active”

If your strategy is to post something anything just to keep your feed alive, you're wasting effort. The algorithm doesn’t reward frequency for the sake of it. People scroll right past content that has no value, no hook, and no purpose.

What’s dominating instead: Intentional content that’s built to either educate, entertain, or convert. Quality > quantity every time. Three great posts a week will outperform seven forgettable ones.

2. Polished, Over-Designed Content

That hyper-produced grid aesthetic? It’s not moving the needle anymore. Audiences are craving real. Over-designed graphics scream “ad” and get ignored, especially on TikTok and Instagram Reels.

What’s dominating instead: Native-style content. That means lo-fi videos, behind-the-scenes moments, raw photos, and short-form storytelling. Brands that feel human are winning.

3. Vanity Metrics as a Success Metric

Likes and follower counts are no longer the primary indicators of success. Chasing numbers without context leads to shallow engagement and zero ROI.

What’s dominating instead: Depth over reach. Comments, shares, saves, DMs—those are the metrics that matter. They reflect real interest, intent, and relationships. Conversion-focused brands are watching how people interact, not just how many show up.

4. Generic “Trend Hopping”

Jumping on every trend without a clear connection to your brand is a fast way to dilute your message. Your audience can tell when you're trying too hard to stay relevant.

What’s dominating instead: Strategic trend alignment. Use trends when they naturally align with your voice, product, or message. Better yet, create your own repeatable formats that become part of your brand’s identity.

5. One-Size-Fits-All Content Across Platforms

Repurposing is smart. Copy-pasting is not. Every platform has its own culture, tone, and user behavior.

What’s dominating instead: Platform-native strategy. Reframe your content to fit the format. What works on LinkedIn won’t fly on TikTok. Treat each channel like its own ecosystem, not just another outlet for the same post.

Where the Real Growth Is Happening

• Short-form video. Reels, TikToks, Shorts—this is where organic reach still exists, and it’s where your audience is hanging out.

• Creator-style content. Brands acting like creators (or partnering with them) are seeing deeper engagement and more loyalty.

• Community building. Private DMs, comments, close friends stories, Discord groups—social media is shifting from broadcasting to connecting.

• Content that solves problems. Education, tutorials, step-by-step guides, insider tips—this type of content earns trust and drives action.

• Thoughtful storytelling. Whether it’s a client win or your brand’s origin story, people connect with stories, not stock messaging.

  
  

Social media marketing isn’t dead—but a lot of what used to work is. The brands that are winning right now aren’t just showing up. They’re showing up with purpose, relevance, and a clear strategy.

The playbook has changed. Are you playing to win—or just playing catch-up?

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!