I’ve seen all the complaints. You’re frustrated with engagement and reach. You can't keep up with the trends. You’re worried about what content to post. And many of you are ready to throw in the towel because social media feels impossible.

If any of these hit home, don't worry—you're not alone. Social media can feel like trying to nail Jell-O to the wall, especially when you're just trying to run your actual business. But there’s good news: there are real, no-BS ways to make social media work for YOU (not the other way around).

Let's talk about where social media stands in 2025, then I'll share some straight-up strategies to get the most out of it without losing your sanity.

Social Media in 2025: The Numbers Don't Lie

Social media isn't going anywhere—in fact, it's bigger than ever. There are 5.31 billion social media users worldwide as of 2025, which equals 64.7% of the entire global population. That means almost 2 out of every 3 people on the planet are scrolling, liking, and sharing.

The average person uses 6.83 different social networks per month, which explains why managing your social presence feels like a full-time job. And here's a stat that should make you pay attention: 48% of consumers say they interact with brands more often on social media than they did six months ago.

Every Platform Is Fighting for Attention (And Your Sanity)

The platform wars are real, right now. We've got more options than ever, and each one thinks it deserves your time:

Facebook still dominates with over 3 billion users—yes, it's still relevant for business.
YouTube comes in second with 2.5 billion users and the longest watch times.
Instagram holds steady at 2 billion users, with Reels still driving engagement.
TikTok hit 1.5 billion users and shows no signs of slowing down, even with a shutdown looming.
LinkedIn is having a Gen Z glow-up, with Gen Z making up 27% of the workforce by 2025.

And don't sleep on the newcomers. Platforms like Threads and Bluesky are creating spaces where brands can experiment with more authentic, unpolished content. As I always say, early adopters of a new app are rewarded with higher engagement rates.

Businesses Are Finally Getting Smart About Social Media

Here's what's changed: businesses have stopped treating social media like a nice-to-have and started treating it like the sales machine it actually is.

Social media advertising spend is projected to hit $276.7 billion in 2025, and 83% of that will happen on mobile by 2030. Why? Because smart business owners realize their customers aren't watching TV ads anymore, they're on their phones.

The brands winning in 2025 understand something crucial: social media isn't about being everywhere. It's about being strategic about where you show up and how you show up.

Video Still Rules Everything (But Make It Smart)

Let's be real, if you're not doing video, you're missing out. 91% of businesses say video marketing has helped them increase traffic, and 89% of people say watching a video convinced them to buy something.

But here's the thing: you don't need to be on TikTok doing dance trends to win with video. You need to create content that actually serves your audience. Think tutorials, behind-the-scenes content, and/or quick tips that solve real problems. And sometimes people might just relate to some vulnerable point you’d like to make on a Tuesday morning.

The Authenticity Revolution Is Here

Forget the perfectly curated feeds. 90% of consumers value authenticity when choosing brands, and in 2025, raw and unfiltered content is what people actually want to see.

This is actually great news for business owners who don't have a team of content creators. Your audience wants to see the real you—the person behind the business, the actual process, the honest struggles and wins.

Social Search Is the New Google

Social media is now a primary brand discovery tool, with TikTok, YouTube, and Instagram replacing traditional search engines. People aren't just scrolling for entertainment; they're searching for solutions, recommendations, and businesses like yours. And those same social media platforms are starting to show how much they favor keywords over hashtags.

This means your social content needs to be findable, not just pretty. Think of some good keywords, write clear captions, and create content that answers the questions your ideal clients are actually asking.

Community Over Followers (Finally)

The "more followers = more success" myth is dead. Community and connection are going to be more important than ever in 2025. People want to feel part of something real, not just be another number in your follower count.

Focus on building genuine relationships with the people who actually engage with your content. One engaged follower who becomes a client is worth 1,000 passive scrollers.

AI Is Your Friend, Not Your Replacement

AI is no longer optional. Sorry. Marketers who embrace it are seeing better results across content creation, engagement, and audience growth. But here's the key: AI is a tool to help you create better content faster, not to replace your voice and expertise.

Use AI to brainstorm content ideas, write first drafts, or analyze what's working. But always add your own perspective, experience, and personality to make it genuinely yours.

The Bottom Line: Make Social Media Work for YOU

Social media in 2025 isn't about following every trend or being on every platform. It's about being strategic, authentic, and consistent where it matters most for your business.

The brands winning are the ones who:

Pick 1-2 platforms and do them really well
Create content that actually helps their audience
Show up as real humans, not corporate robots
Use data to guide their decisions, not vanity metrics
Treat social media as a tool for connection, not just promotion

Ready to stop struggling with social media and start making it work for your business? The opportunities are massive in 2025, but only if you approach it with the right strategy.

If you're tired of spinning your wheels on social media and want a clear, no-BS strategy that actually converts, let's talk. I help business owners create social media strategies that work without the burnout. Let’s start with an Instagram audit to see where you stand in 2025.