Where Should Your Business Actually Spend its Social Media Time in 2025?

Shiny object syndrome is the situation where people focus undue attention on an idea that is new and trendy, yet drop it in its entirety as soon as something new can take its place.

How does this relate to your business being on social media? Because there’s a constant chase after the 'next big thing,' and it's one of the biggest drains on marketing budgets and team morale.

You're in a meeting, and someone asks, "Should we be on Threads? What about TikTok? I heard BeReal is making a comeback." The pressure to be everywhere, all at once, is immense. So, how do you cut through the noise? You stop asking, "Which platform should we be on?" and start asking, "What is our primary business goal?"

Your Goal: Getting high-quality leads & networking (especially for B2B)

Your Playground: LinkedIn

If you sell your services or products to other businesses in the UK, LinkedIn is a must-have. But using it properly in 2025 isn't about posting a link to your latest blog post and logging off.

• Here's the trick: Get your company's experts, your CEO, your top consultants, your best project managers, to just talk about what they know. Have them share their real opinions on trending industry news, write about how they solved a tricky client problem, and actually chat with people in the comments. People buy from people they trust, and this is how you build that trust.

  
  

• What to skip: Don't let your page become a boring sales pitch or a company CV. It's a place to build relationships, not just list services or accomplishments.

Your Goal: Building an engaged audience & pushing products (for B2C)

Your Playground: Instagram & TikTok

Trying to get your products in front of people? Go where they scroll for fun. Right now in the UK, that's Instagram and TikTok. These apps aren't just for passive scrolling anymore; they're becoming the new search bar, especially for younger generations. A whopping 64% of Gen Z and 49% of Millennials are now searching on TikTok, preferring its quick, relatable videos over traditional search engines. It's a real shift in how people discover new things, turning their fun screen time into a great opportunity for your brand to be found.

• Here's the trick: It's all about video. Show your products/services in a real-life setting, create fun "how-to" guides, or just show the human side of your business. The vibe is "fun and helpful," not "corporate or pushy sales." Make it easy for them to click, learn more and convert, sometimes without even leaving the app.

  
  

• What to skip: Forget the text heavy, boring, sales/promotional posts. Give people a reason to stop scrolling.

Your Goal: Quick updates & customer chats

Your Playground: X (formerly Twitter) & Bluesky

Need to get a message out quickly or chat with customers in real-time? Nothing beats the speed of X (let's be honest, we all still call it Twitter) and Bluesky.

• Here's the trick: Use it as your live helpline. When someone mentions your brand, jump on it! It's also the perfect spot for sharing quick company updates or joining wider conversations about your industry. It shows you’re paying attention.

• What to skip: Don't let customer questions gather dust. If you're going to be on these platforms, you have to be ready to be quick and responsive.

The "should we join?" test for any new platform

Before you jump onto the next trending app, run it through this simple four-question test:

1. Audience Fit: Are our ideal customers actually on this platform and actively using it?

2. Resource Fit: Do we have the time, skills, and budget to create content in the format that works best here? E.g., high-production video (and people who are willing to be in those videos), witty text, professional and consistent graphics.

3. Goal Fit: Does using this platform directly support one of our primary business goals. E.g., lead generation, sales, customer support

4. Brand Fit: Does the general tone and culture of the platform align with our brand's voice and values?

   
   

Be strategic, not frantic

The most successful social media strategies of 2025 won't be about being everywhere. They will be about being in the right places, with a clear purpose and content that adds value to both your audience and your business. 

Need support with your social media strategy? Get in touch with one of our expert marketers today, or take a look at our FREE digital marketing resources, including a social media handbook, social media content calendar, a free hour of consultancy, and more.