Social Media Marketing in 2025: What Still Works (and What Doesn’t)

If you’re still following the same social media marketing playbook from 2020, it’s time for an update. 

A lot has changed in the past few years, from the platforms we prioritize to the type of content that actually drives business results. So, what social media marketing trends are still working in 2025? What’s yesterday’s news? And how should B2B brands evolve their strategies to stay relevant (and generate legitimate leads)?

To help you navigate what’s working and what’s not, we’ve enlisted the help of Cal, Aztek’s big-brained digital sidekick and your new go-to guide for smarter marketing. Keep an eye out for "Cal Tips" throughout the article for bite-sized, practical advice from the little guy who folds strategy and creativity into everything we do.

Let’s break it down.

What Still Works for Social in 2025

Human-Centered Content

People connect with people, not brands. Brands that show up on social media with real voices, real faces, and real value continue to outperform.

LinkedIn content ideas that are still crushing it:

• Behind-the-scenes peeks into your team and culture
• Candid takes from leadership (especially founders and executives)
• Educational carousels and bite-sized industry insights
• Story-driven posts that highlight a challenge and outcome

💡Cal Tip: Share one story per week that shows how your team solved a real-world problem for a client. This builds trust and relevance.

Short-Form Video (Done Well)

Vertical video isn’t going anywhere. In fact, platforms like LinkedIn and YouTube Shorts are doubling down on their push for snackable content.

But here’s the catch: poor audio, unclear messaging, and overly polished content don’t land. Viewers want authenticity, clarity, and value fast.

Best practices:

• Hook in the first 3 seconds
• Keep it under 60 seconds
• Use captions (80%+ of users watch on mute)
• Focus on one message per video

💡Cal Tip: Record your next blog post summary as a 45-second talking-head video. Post it on LinkedIn with a link to read more.

B2B Social Strategy That Treats People Like People

B2B doesn’t mean "boring to boring." The best B2B social strategies in 2025 embrace storytelling, bold takes, and actual engagement.

What’s working:

• Commenting thoughtfully on posts from your industry peers
• Prioritizing relationships over impressions
• Testing memes and cultural moments (even in B2B!)
• Making your brand voice distinct (and a little fun)

💡Cal Tip: Once a week, skip the link-drop and write a pure value post: a how-to, a checklist, a "hot take." Let the comments do the work.

What Doesn’t Work Anymore

Posting Just to Post

The algorithm knows. Your audience knows. If you’re just showing up to check a box, you’re wasting time.
Posting frequency isn’t nearly as important as posting something worth seeing.

Instead of a daily post, consider a weekly drop that:

• Solves a specific problem
• Offers a strong opinion
• Teaches something your audience didn’t know

💡Cal Tip: Audit your last 10 posts. How many would you stop scrolling to read?

Trying to Be on Every Platform

In 2025, the smartest social media marketing trends are focused and intentional. You don’t need to be everywhere. You need to be where your audience actually is.

For most B2B brands, LinkedIn is still the MVP. YouTube and Threads are growing. TikTok? Maybe, but only if you have the resources to do it right.

💡Cal Tip: Double down on one or two platforms. Master them. Then expand (maybe).

One-Way Communication

Gone are the days of shouting into the void. If your social media content doesn’t invite a response, share a story, or inspire a DM, it’s probably falling flat.

Ask yourself:

• Would someone comment on this?
• Does this start a conversation?
• Is there a clear next step?

💡Cal Tip: Add a question to every post. Not a generic one – a real, thoughtful one that your audience would actually want to answer.

What to Watch Next

Social media platforms continue to evolve quickly, but some emerging trends we’re watching at Aztek include:

• AI-assisted content creation: Great for brainstorming, terrible if you let it replace human insight.
• Dark social: Think DMs, Slack groups, private communities – hard to track, but hugely influential.
• Employee-led branding: Your people are your best marketing asset. Train and empower them.

Next Steps for Smarter Social

The world of social media marketing in 2025 is noisy. But it’s not impossible. If your B2B social strategy is rooted in authenticity, intention, and a little creativity, it can drive real business growth.

Need help making your social media work harder? That’s what we do.

Reach out to us today so that we can build a smarter strategy together.