The first time was when I came into this world as a baby.
The second time was when I went viral on social media back in 2013-14 through my stories and articles.
In a way, social media runs in my blood. And that's why, I can see through the shallow social media efforts that brands and agencies put in.
Allow me to explain how to do social media right as a brand in 2025.
1. Get rid of rigid monthly content calendars. Instead, create a calendar with broad placeholders to ensure there is a basic level of readiness in place. But create content as close to the posting day as possible. You can't leverage culture a month in advance. It has to be real-time.
2. It's the world of AI, and there's no excuse for poorly done creatives. Hold your agency to the highest standards when it comes to quality. By quality, I don't mean hyperpolished product posts that look too good to be real. Posts need to look and feel non AI, even if you're using AI. That's the trick.
3. Use as many nano influencers and UGC creators as possible. They take care of ideation, creation and distribution at a really great ROI. Avoid macro influencers unless you're absolutely sure that their follower base and engagement is real.
4. If you're a regional brand, create content mostly in your regional language. Works for organic social, paid social, landing pages, basically every place that matters. For regional brands, even the nano influencers and UGC creators should be regional language based.
5. If you're a start-up, never work with a large agency. They have 22 levels of hierarchy and 53 types of overheads. Work with a small agency that'll value your business. Ideally, an agency where your business will make up for roughly 10-20 percent of their revenue. They'll do everything possible to make things happen for you. They'll do so for two reasons. First, as a startup themselves, they'll understand your business needs better than anyone else. Second, they'll not want to lose 10-20 percent of their revenue at any cost.
Social media is the biggest opportunity in 2025, but sadly, very few know how to do it right.
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