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With 2025 nearly upon us, and the rapidly changing tides in social media, entrepreneurs can leverage the apps to build their brand, grow their businesses, reach new audiences, and achieve greater success. Yet, for small business owners with limited resources to dedicate to this focus, crafting the right strategy can feel overwhelming, especially if you’re a one-person team.
This compact toolkit is curated from industry trends, best practices, and invaluable advice directly from a Meta expert. After Instagram noticed my content, I was fortunate to receive a complimentary consultation with one of their experts. The session provided me with invaluable tips and a firsthand understanding of the 2025 most essential social media strategies. I’m sharing the more general ones here to help you grow your brand and reach beyond our borders.
1. Set a realistic goal and align your targets.
Begin with a clear, achievable goal for your social media presence in 2025. Instead of generic objectives like ‘growing followers’, be specific and measurable: ‘increase website visits by 20 per cent by driving traffic from Instagram’. Setting hard targets helps ensure your efforts align with actual business outcomes, like sales, customer engagement, or leads.
2. Determine how you’ll measure success
Once you’ve set your goal, decide how you’ll measure success. Social media platforms offer metrics like reach, engagement rate, follows, and link clicks which can help evaluate your progress. For instance, if you’re aiming to grow website traffic, keep an eye on the number of click-throughs from posts. Use tools like Instagram Insights, Facebook Analytics, or even Google Analytics to track which posts drive the most traffic and adjust your content accordingly. Regularly reviewing these metrics can help you identify what’s working and where you might need to pivot.
3. Post 4 to 5 times per week
Posting frequently keeps your audience engaged and helps the algorithm recognise you as an active account. This is essential for success. Aim for the sweet spot-posting four to five times weekly to maintain high visibility. It might seem daunting, but even short posts, Stories, or user-generated content can make a big impact.
4. Engage with your audience
The Meta expert reiterated that engagement boosts visibility and builds community. I’ve emphasised this in prior articles, and it’s more relevant now than before – social media is not just about posting. It must be a two-way conversation. Responding to comments, answering DMs, and engaging with followers helps build relationships, which fosters customer loyalty and boosts your visibility.
5. Be consistent
Frequency is not the same as consistency. Posting sporadically can make it harder for followers to stay engaged and for the algorithm to prioritise your content. Create a content calendar to stay organised and consistent, outlining what you’ll post each day of the week. I have struggled with this for years, so I understand how hard this can be. If you can only commit to two or three posts per week, then do that. Over time, followers will come to expect your updates and engage more readily. Remember, social media is a marathon, not a sprint, so prioritise regularity over perfection.
6. Use closed captions for accessibility
Another gem from the expert is always using closed captions. They aren’t just for accessibility, but boost engagement. Many people watch videos on mute, and captions can help you hold viewers’ attention. It’s also an easy way to ensure your content is inclusive, reaching a wider audience. For example, if you’re sharing an Instagram reel about your brand’s story, adding captions allows people to follow along even if they can’t listen. This small step can help you keep viewers engaged longer and increase the likelihood they’ll interact with your post.
7. Use reel templates
Reels are one of Instagram’s most engaging content formats, and templates make it easy to create them quickly. Instagram offers pre-made templates for popular reel styles, allowing you to plug in your own content without reinventing the wheel. TikTok offers Capcut. Utilise these tools and experiment with templates that work for you. For example, if you’re a service brand, try a ‘day in the life’ template. If you sell products, use a product showcase format. These templates save time and give you a sharp editing look, so you keep up with current trends without added stress.
8. Be Intentional with content and use hooks
The hook matters! It was a huge takeaway for me. You only have 2-3 seconds at the start of your video or post to grab attention, so start with a strong hook that resonates with your audience. Hooks are the attention-grabbing elements at the start of a video to stop the user from scrolling. For example, show them, don’t tell them, with strong visual cues. An eye-catching background, movement and strong emotions like excitement or surprise help create intrigue and interest.
9. Avoid hard selling, focus on offering value
Social media audiences are savvy and can sense when they’re being ‘sold’ to. Instead of focusing solely on sales, provide value by sharing tips, resources, and interesting insights related to your industry. For instance, if you’re a skincare brand, offer content about skincare routines or ingredient benefits. This approach establishes your brand as a trusted resource and builds goodwill with your followers.
10. Use analytics to evaluate and improve
Regularly reviewing analytics is crucial to understanding what’s working and what isn’t. Use this data to refine your strategy. If you notice that videos perform better than static images, adjust your content to include more video. Or, if certain types of posts generate more engagement, plan more content in that style. Let the data guide your decisions to ensure your efforts are always aligned with your business goals.
Whether you’re operating solo or have a small team, these tips will help you use social media strategically, save time, and see meaningful results.
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Yaneek Page is the programme lead for Market Entry USA, and a certified trainer in entrepreneurship. yaneek.page@gmail.com
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