2024 was a year of BIG changes in the social media marketing world. In this end-of-year recap episode, Emma compiles a list of the platform updates and industry changes that will have the biggest impact on your 2025 marketing strategy. From the rise of social media as the go-to search engine, to the impact of nano-influencers, Emma breaks down the data-backed trends you need to know to plan effective campaigns in the coming year. Learn why brands are increasingly treating social media as an extension of customer service, why user-generated content is king, and how AI is reshaping customer experience across platforms. Tune in to get ahead of the curve and keep your brand thriving in the year ahead!
Listen in as Emma explains:
- How social media became the new search engine
- User-generated content (UGC) and what it can do for your brand
- Why shares, not likes or followers, are the top engagement signal
And much, much more!
How Social Media Became the New Search Engine
As consumers increasingly rely on social media to discover brands, research products, and gather recommendations, platforms like Instagram and TikTok have transformed into robust search engines. Emma shares the statistic that nearly 95% of internet users accessed social media in the last month, as compared to only 82% who visited a search engine in the previous 30 days. For brands, this shift highlights the need to optimize social content with keywords and SEO-friendly captions, enabling better discoverability in an environment where users are eager to learn and engage directly with brands through social search.
User-Generated Content (UGC) and What it Can Do for Your Brand
Emma explains the way user-generated content has evolved from a nice-to-have feature to a critical component of the customer journey. Today’s consumers trust peer recommendations and real-life product experiences over polished brand advertisements; making UGC a crucial factor in purchasing decisions. Studies show that nearly 40% of shoppers rely on UGC before buying, viewing it as an authentic and unfiltered look at a product’s quality and real-world application. By encouraging UGC, your brand will not only build trust but also increase engagement, as consumers feel like part of your community.
Why Shares, Not Likes or Followers, Are the Top Engagement Signal
In today’s social media landscape, shares have become the most valuable form of engagement. Emma explains that unlike likes, which signal passive interest, shares indicate a deeper level of connection and endorsement, showing that a user finds the content valuable enough to pass it along. This form of engagement expands content reach and credibility, allowing brands to penetrate new audiences organically. Emma reiterates that, since social platforms like Instagram prioritize content that is frequently shared, focusing on shareability helps boost your visibility and amplifies your brand messaging more effectively than traditional follower or like counts.
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