Social Media Moves Worth Making: Inside Track with David Dwyer

Social media has come a long way. What started out as Morse code signals has evolved into a powerful, dynamic tool that businesses can leverage to connect and engage with a wider audience.

However, nowadays, simply having a presence on these platforms isn’t enough - it’s about showing up in the right way. Why? Algorithms are smarter, audiences are more particular, and trends move faster than ever before.

So the question is, how can you ensure your business utilises social media to it's fullest extent? Well, the best way to start is by understanding what’s actually working on social media in 2025.

Whether you’re building a new brand, growing your personal brand or scaling your business, this short guide shares the social media strategies that are delivering real results today. Grab a cuppa and settle in, as you won't want to miss this one!

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Social media in 2025 is no longer a guessing game. You need strategies that align with how people are consuming content in today's age. You also need to please the algorithms, as well as speaking the language of your target audience. It's a tricky balance but one that is key to achieve.

Simply posting what feels right and hoping for the best is like navigating the ocean with your gut feeling instead of using a compass: risky and unlikely to get you where you want to go.

To help you out, we've dived into some of the key strategies that are really delivering results for brands and businesses in 2025.

Instagram carousel posts

In 2024, carousel posts outperformed other formats on Instagram, with an average engagement rate of 10.15%. Impressive, right?

But why do they work so well? Because carousels encourage interaction. Whether you’re telling a story, educating your audience, or highlighting multiple products, carousels allow you to do it all in a single post - without overwhelming your followers.

They encourage users to pause, swipe, and spend more time engaging with your content.

User-generated content

When it comes to building trust online, nothing beats hearing from real people. In fact, research by Nostro found that user-generated content is the most customer-trusted type of content.

This strategy works so well because we naturally trust recommendations from others, especially when done genuinely. When someone shares their honest experience of your product or service, it feels more real, relatable and convincing.

And re-sharing this type of content makes your life easier, as your customers are essentially doing the selling for you!

Short-form videos are still in!

They’ve dominated social media in the past, and in 2025, they’re continuing to deliver big results. According to HubSpot’s 2025 State of Marketing report, short-form videos are the top-performing content type when it comes to ROI!

Why? Because in a world where attention spans are getting shorter, people want content they can consume quickly. Whether it’s a product demo, a how-to clip, or a behind-the-scenes peek, short-form videos grab attention fast and keep audiences engaged.

Instagram Reels, TikTok, and YouTube shorts are some of the top channels that promote short-form videos, but others, including LinkedIn, are quickly beginning to follow suit.

In any platform, not just social media, high-quality and authentic content is always a winning move! Algorithms may shift and trends may come and go, but real, honest communication never goes out of style.

Now that audiences are sharper than ever, they can easily spot generic, overproduced content from a mile away. What they want is content that feels relatable and speaks to their needs.

This means you need to speak the language of your target audience, come across as authentic and genuine, and make content that reflects your brand's values. Do this and your content will continue to connect with the right people, no matter what trends come and go!

TIPS ON CREATING ENGAGING CONTENT

My team at Inspire keeps a close eye on the latest shifts in social media - so we know exactly what’s working and how to leverage it for your brand. From strategy to execution, we help clients cut through the noise, show up consistently, and achieve the results they want. Whether you need help creating scroll-stopping content, refining your social strategy, or running targeted campaigns that drive conversions, we can help! If you have questions regarding your social media strategy, I’d be happy to continue this conversation via email. Reach out to talk more about how we can grow your business through smart, effective social media strategies.

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