Ten hard truths that every social media marketer needs to hear
Social media marketing in 2025 can feel so overwhelming. There are so many platforms to choose from, algorithm updates to follow, and conflicting pieces of advice to navigate. It can be easy to fall into common traps and stale routines, but this can do just as much harm to your reach and engagement.
No matter if you’re trying to increase sales, secure new clients, or spread a message, each of these ten tips can be applied to your brand and goals:
1. Stale influencer scripts don’t do the trick anymore: the more natural, the better.
We’ve all watched a TikTok or YouTube video that’s included influencer marketing with a script being read word-for-word. Part of the point of working with an influencer is that their audience trusts them and engages with their content because of their personality. Overly scripted brand partnerships can make ads feel forced.
TikTok creator, Holly Morris, is a prime example of an influencer who does ads right. Having collaborated with huge brands like easyJet, Lego, and Waitrose, Holly's made ads her own through comedy and storytelling, meaning that her paid partnerships blend in with her regular content. Just take a look at her video for EE, where she gave a PowerPoint presentation to her dad on how he should save money for her wedding. Giving influencers creative freedom to integrate your brand in a way that feels authentic to their audience will help the content to seem more natural.
2. Don’t repeat the same post as everyone else: if there are 10 other posts identical to yours, it’s time to head back to the drawing board.
There can be a few reasons for repeating someone else’s content: you may have seen a post that you think is hilarious or particularly relevant, you may have asked ChatGPT what you should share this week, or you may just have a creative block. Sometimes, it’s better not to post at all than to blend in with the noise. Instead, put your own spin on popular topics by adding your own fresh take, a visual that pops, or by using your own brand voice to stand out.
Monzo’s LinkedIn is a perfect example of a brand understanding what their audience finds entertaining, while adding their own humour and tone into their content.
(Please note that this tip doesn’t apply to trend-specific content.)
3. Adjusting ChatGPT captions is important: we know when you haven’t edited them.
No, this is not another "don’t use an em dash" post. There is nothing wrong with using ChatGPT to help you generate content, but there are tell-tale signs when you’ve simply copied and pasted. Think of the tool as a helping hand, rather than an auto-pilot content creator, to help speed up your creation process.
Two commonly used ChatGPT phrases include:
Crafting compelling content/copy
(Something) isn’t just (something)—it’s a (something)
This can easily be combated by adding your own touch before hitting the post button.
4. Bland CTAs won’t prompt action: it’s 2025, time to mix it up!
Now, these can be tricky to zhuzh up, particularly since it’s pretty common to be limited to 2 to 3 words. What’s often forgotten is that CTAs are an opportunity to extend your brand voice beyond a catchy caption. Let’s not forget, CTA stands for Call to Action, so make sure it encourages action. Try adding humour, urgency, or brand-specific language:
Instead of: “Shop Now” → Try: “Grab yours now!”
Instead of: “Sign Up” → Try: “Join the Club”
Instead of: “Learn More” → Try: “Get the Tea!”
5. Low-quality images and videos can cost you credibility.
If you’re new to social media marketing, you may not have professional equipment yet. The great news is that… you don’t need it! The only exception? User-generated content (UGC). You can make great content with just your phone by:
Cleaning your camera lens: Sounds obvious, but you’d be surprised how much it helps.
Finding somewhere stable to prop your phone: Shaky footage is distracting.
Filming in front of natural light: The easiest way to improve video quality.
Take a look at resources like Buffer’s Guide to Content Creation for more tips.
6. Overly salesy content will cause your audience to lose interest.
The classic three never fail: Provide value, promote an inspirational lifestyle, or entertain! People aren’t generally scrolling on social media looking to be sold to. If your content seems too sales-oriented, your audience will be less inclined to purchase.
Instead, show your products in real-life settings like Rimowa, follow in Courtney Johnson's footsteps and provide tips based on your services, or take a note out of Polaroid's book and create BTS content that helps to build brand trust.
7. Ignoring your customers = a missed opportunity. Community is key.
Keeping up with comments and DMs can seem daunting, especially when you’re not sure how to respond. Nurturing relationships with your audience is what turns followers into brand advocates. Gymshark and Duolingo have used this to their advantage, and have built cult followings as a result. The best brands on social media engage as well as broadcast.
Create a response bank for FAQs in your tone of voice to make engagement easier.
Start engagement initiatives like interactive Instagram stories, polls, or live Q&As.
Build a community group. Facebook groups, Discord servers, or LinkedIn communities can help you create loyal audiences beyond social feeds.
Check out Sprout Social’s Guide to Social Media Community Management for more ideas.
8. Inauthenticity is obvious: if a tone of voice or post feels unnatural, it can impact perceptions of your brand.
If something feels off, your audience will pick up on it. Once again touching on the theme of forced content, if your outputs are inconsistent, if there’s a lack of transparency, or if you post a trend that doesn’t align with your brand, take a step back to examine your content strategy. Trust your gut on this one. Authenticity builds long-term connections with your audience. If it doesn’t feel right, don’t post it. If you haven’t defined your brand voice yet, read these seven tips from Asana.
9. If you’re building brand accounts, keeping branding consistent is important to build familiarity.
If you’re building brand accounts, keeping branding consistent is important to build familiarity. When you’re looking to build both brand awareness and a loyal audience, it’s crucial to maintain a unified look across your accounts. Consistency makes your brand more recognisable, while building trust and credibility.
10. Never forget to read the room: be sensitive to what’s happening and who you’re targeting.
It’s easy to forget that when you post publicly on social media, your content is available for the world to see, so it’s important to know what’s appropriate and what isn’t. What happens in the world impacts online conversations, so be aware of major cultural moments, global crises, and pre-scheduled posts that could be tone-deaf in a new context. When brands get this wrong, cancel culture tends to do its thing. Keep your content relevant, timely, and mindful. Stay socioculturally attuned to ensure that your outputs are considerate and ethical.
So, to recap…
Stay authentic, considerate, and recognisable
Have fun with your posts, but keep them fresh and relevant
Prioritise quality and think about why you’re posting each piece of content
Social media marketing is constantly changing, which means that it’s crucial to be adaptable. Avoid these ten common social media mistakes to help your brand stand out amongst the noise. Remember that you’re looking to connect with real people. By focusing on community, engagement, and adding value, the rest will follow.
Now, get ready to see some real results!
Content Marketing Manager @ Picsart and Communications Consultant for Non-Profits
