Every six months, the social media playbook changes. Here’s where things stand in 2025:
What’s Working
TikTok — Still the Best Organic Reach
Despite constant threats of banning, TikTok remains the platform with the highest organic reach for new creators. Short-form video content (30-60 seconds) that teaches something specific still goes viral regularly.
Google Business Profile Posts
Not traditional “social media” but functions like it. Weekly GBP posts drive massive local engagement and directly impact search rankings.
LinkedIn for B2B
If you sell to businesses, LinkedIn organic reach is at an all-time high. Thought leadership posts from personal accounts (not company pages) outperform everything.
What’s Dead
- Facebook organic reach (under 2% for business pages)
- Instagram reels without a hook in the first 2 seconds
- Generic “tips” carousels
- Posting without engaging back
What’s Coming
AI-generated social content that’s indistinguishable from human content is the next wave. The businesses that win will use AI to produce 10x the content at the same cost — but with strong human voice and strategy guiding it.