Last week, I tuned into the CIM webinar Social Media Today: Who’s Winning and How with Will Francis, and it was packed with actionable insights for navigating today’s ever changing social media channels.

Here’s a quick overview of the key takeaways to help you refine your social media strategy.

The Challenge of Standing Out

Will emphasised a harsh truth: most audiences don’t want to see company content in their feeds. People gravitate toward creators, friends, and interest groups. Social platforms themselves prioritise content that keeps users engaged longer, making it harder for brands to gain organic visibility.

But there’s good news! By understanding the unique nature of each platform and adapting content accordingly, businesses can cut through the noise and deliver value to their audience.

Top Social Media Trends and Tips

1. Create Platform-Specific Content - Each platform serves a different purpose, so your approach needs to reflect that and void the mistake of posting identical content across platforms. Tailor your tone, style, and format to each, for example:
2. TikTok thrives on creative, unpolished, and often humorous content.
3. LinkedIn is ideal for professional thought leadership and employee advocacy.
4. Instagram focuses heavily on reels and eye-catching visuals.
5. Adopt a Zero-Click Content Strategy -  Social platforms penalize posts with outbound links to keep users on their sites. Instead, focus on “zero-click” content—posts that deliver value directly in the feed. Whether it’s an infographic, a carousel, or an engaging video, this approach builds trust and keeps audiences engaged without needing a click-through.
6. Leverage Video Content - Video dominates. Will highlighted that video is now the primary format across most platforms, with reels on Instagram and TikTok leading the way. Longer, value-packed videos are especially effective, as they engage viewers and keep them invested.
7. Humanise Your Brand - In an era of AI-generated content, authenticity matters more than ever. User-generated content (UGC), employee-generated content (EGC), and customer stories bring a relatable, human touch to your social media presence. Empower your team and customers to share their experiences—it’s far more engaging than polished corporate posts.
8. Experiment with Communities - Foster deeper engagement by creating exclusive groups or communities. Whether it’s a Facebook group, a Slack channel, or even a WhatsApp group, these spaces encourage meaningful interactions and build stronger connections with your audience.

Why It Matters

Social media isn’t just about sales; it’s about building awareness, trust, and familiarity. Done well, it creates a competitive edge by keeping your brand top-of-mind when audiences are ready to make decisions.

Let Marketing Doris Help You Win

Navigating the social media world can feel daunting, but you don’t have to do it alone. Whether it’s crafting platform-specific content, developing a video strategy, or amplifying your message with authentic stories, I’m here to help.

Book a Marketing Power Hour today to explore how we can make social media work for your business.

Click here to book your Marketing Power Hour or get in touch to start refining your strategy!