If you want to build your brand (personal or business) in 2025 it’s time to ditch the bullsh*t excuses holding you back. Instead it’s all about standing out, and making your mark on social media.

The game has changed, and so have the rules. Whether you’re building a personal brand or growing a business, staying ahead means knowing what’s in, what’s out, and how to create a strategy that actually works.

Let’s dive into the Ins and Outs of social media and brand building in 2025.

Ins

1. Owning Bold Opinions

Gone are the days of playing it safe. Content with strong opinions garners attention—and results. A study by Sprout Social (2024) shows posts with clear, controversial takes receive 74% more engagement than neutral content.

• Pro Tip: Share a hot take on your industry’s biggest misconception or call out outdated advice. People want conviction, not fence-sitters.
• Example Idea: “Why [common industry belief] is ruining [specific outcome].”

2. Building Micro-Communities

Forget about hitting 1 million followers. Micro-communities are where the magic happens. According to HubSpot, brands that nurture smaller, engaged audiences see a 60% higher conversion rate than those chasing mass appeal.

• How to Start: Engage in niche conversations, create group chats, and reply to comments consistently. Your audience will feel seen—and stay loyal.

3. LinkedIn as the New Playground

LinkedIn is evolving, fast. With organic reach up by 20% this year, it’s no longer just a corporate bulletin board. It’s where professional meets personal—and where your personal brand can shine.

• Use headlines that hook, experiment with carousels, and don’t shy away from sharing personal anecdotes.
• Stat to Know: LinkedIn posts with visuals (like carousels or short videos) generate 38% more engagement than text-only posts.

4. Video, But Make It Relatable

Short-form video content still reigns supreme, but the era of hyper-polished clips is over. Messy, authentic, behind-the-scenes videos are winning over audiences.

• Stat to Back It Up: Relatable video content leads to a 65% higher watch rate compared to overly curated content, says TikTok’s Trends Report.

Outs

1. Over-Polished Corporate Speak

Nobody wants to read jargon-filled posts that feel robotic. If it doesn’t sound like a conversation, it’s out.

• Why It Matters: Posts written in a human, conversational tone see 3x higher engagement, according to Buffer.

2. Posting Without Engaging

In 2025, the algorithm loves creators who engage back. Dropping content and ghosting your audience is the fastest way to fail.

• Quick Fix: Spend 15 minutes daily responding to comments and DMs. Platforms like Instagram and LinkedIn prioritise content creators who foster real engagement.

3. Chasing Virality Over Value

Going viral means nothing if it doesn’t align with your brand’s message. A viral post with no strategy is like fireworks—exciting for a moment, forgotten the next.

• Expert Insight: “Virality without substance won’t grow your audience long-term,” says founder, marketing strategist and all round just epic human, Grace Beverly.

4. Safe, Forgettable Takes

If your content could be posted by anyone else, it’s time to rewrite it. Originality is the name of the game in 2025.

Social media in 2025 isn’t about playing it safe. It’s about showing up boldly, building authentic connections, and using the right platforms to amplify your message.

Need help realigning your strategy for the year? I’m offering social audits to ensure you’re not just in the game—you’re winning it.