Whether you’re running a one-person show or working as part of a team, the whole world of content calendars, algorithms, and “posting consistently” can feel like a lot. And not to mention – where does AI come into it all? Are we even allowed to use it as marketers?
Well – in this post, we’re diving into the essentials of social media marketing in 2025—what’s working now, what beginners should focus on, and how to avoid getting sucked into the scroll hole without a strategy. Plus, I’ve sprinkled in some helpful resources (including a few of my own you won’t want to miss ).
So let’s get into it.
Why Social Media Still Matters in 2025
Social media isn’t just for dance trends and aesthetic lattes (although… my latte art game is getting stronger with each TikTok video). In 2025, platforms like Instagram, LinkedIn, TikTok, and YouTube are still some of the most powerful tools for building a business, especially if you’re doing it with a limited budget or a small team.
With over 5 billion people using social media globally, it’s not just a nice-to-have—it’s where your audience is already hanging out.
What’s changed, though, is the way we use it. This year, it’s all about authenticity, community, and creating content that actually helps people (rather than just chasing likes).
Step-by-Step: How to Start Social Media Marketing from Scratch
Know What You’re Aiming For
Before you jump into creating content, get crystal clear on what you actually want from social media. Is it more visibility? Sales? Email sign-ups? Course enrolments? Community growth?
Define one or two clear goals, and focus on those. This will make everything—from the platforms you choose to the content you post—so much easier.
Not sure where to start? I go into this in more detail in my best-selling social media marketing for beginners course.
Pick the Right Platforms (Not All of Them!)
Here’s the truth: you don’t need to be everything to everyone – everywhere. You just need to be somewhere consistently, where your audience is already spending their time.
Here’s a quick cheat sheet:
- Instagram – Great for visual content, carousels, reels, and stories.
- TikTok – Ideal if you love short-form video and don’t mind experimenting.
- LinkedIn – Perfect for service-based businesses, B2B and course creators wanting to build authority.
- YouTube – Brilliant for long-form, evergreen content (and the second-largest search engine after Google!).
- Facebook – Still useful for community building, especially through groups and events.
If you’re interested, I’ve got a post that’ll help you learn how to optimise your LinkedIn profile and content strategy in a beginner-friendly way.
Don’t Just Post—Have a Strategy
A big mistake I see often (and have definitely made myself) is jumping in without a plan. That’s how you end up doom-scrolling for “inspiration” at 11pm and posting a meme you’re not even sure makes sense.
Instead, create a basic content plan with a few pillars like:
- Educational tips (share your expertise)
- Behind-the-scenes or personal stories
- Social proof (client wins, testimonials, etc.)
- Promotional posts (when you’re launching something)
Tools like Metricool or Buffer make planning and scheduling content way less stressful.
And if you want to learn how to design all this beautifully (without being a designer), check out my Canva crash course—you’ll learn how to make scroll-stopping content for Instagram, LinkedIn, YouTube, and more.
Talk With Your Audience, Not At Them
Social media isn’t a megaphone—it’s a dinner party. If you’re only talking about your offer 24/7 and never replying to comments or DMs, people will zone out fast.
Ask questions. Share relatable moments. Use stories to connect. Engage like a real human.
Even something simple like “What’s one thing you wish you knew before starting your business?” can open up amazing conversations. This is what builds trust—and trust leads to sales.
Track What’s Working (and What’s Not)
The beauty of social media is that the data is right there, waiting to help you make smarter decisions.
Keep an eye on:
- Engagement rate (likes, saves, comments)
- Reach and impressions
- Clicks to your website
- Followers gained (but don’t obsess)
Most platforms have built-in analytics, but you can also use tools like Hootsuite or Google Analytics to go deeper.
And here’s a little secret: sometimes your best-performing post won’t be the most “polished” one. Often it’s the raw, real stuff that lands with your audience.
Bonus: My Favourite AI Tools for Content Creation
If you’re feeling overwhelmed (or even if you’re not) AI can be your superpower, I recently put together a whole post and video on the best AI tools for social media marketing, including some unexpected gems you’ve probably never heard of. And an additional post and video on how to develop an entire social media strategy with AI!
Here are a few cool tools to check out for your content creation process:
- Canva Magic Studio – For auto-generating posts, templates, and social graphics
- Recraft – for amazing illustrations, photos and more
- Pictory – Turn blogs into short-form videos
And if you want to learn how to use these tools together to create a full month of content, keep an eye out for my upcoming short course on social media content creation with AI!
Final Thoughts
So, is social media a bit noisy and sometimes (often) exhausting? Yep. But it’s also full of possibility—especially when you show up with clarity, confidence, and a strategy that actually makes sense for you.
Start simple. Stay consistent. And don’t be afraid to show the messy middle—it’s what makes your brand real.
Happy creating!
Please note: this post contains affiliate links that allow you to find the items mentioned here and support me and my business at no extra cost to you. While I may earn minimal sums when you use the links, you are in NO WAY obligated to use these links. Thank you for your support!
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