What decision-makers will be looking for in social media in 2025
Digital communication is constantly facing new challenges. Decision-makers in companies in particular are looking for strategies to successfully utilise social media for themselves. They not only want to achieve reach, but also create long-term added value and support projects in a targeted manner. This is how to win today and tomorrow in the competition for attention and trust.
Social media: The role of quality and targeted content
Many managers report that quality in social media is more important today than ever before. An oversupply of content makes it necessary to plan relevant and customised posts. The platforms no longer just reward quantity, but strategically thought-out content that meets the needs of the target group. Particularly in projects that work with social media, thinking about topics, formats and target groups at an early stage supports the realisation considerably.
Companies from various industries rely on short, concise videos and stories that convey their message clearly and appeal to the emotions at the same time. A major car manufacturer, for example, integrated short clips that combine everyday situations with innovative technology. This not only generated attention, but also dialogue with customers.
A pharmaceutical company also decided to convey its core messages via social media with expert interviews and explanatory graphics, for example. This enabled complex topics to be communicated simply and credibly. At the same time, an international technology company used a combination of live streams and interactive Q&A sessions to increase transparency and trust when communicating with employees and customers.
Artificial intelligence as a partner for social media projects
AI is becoming an increasingly important companion in social media work. Many company managers are looking for responsible use of AI to facilitate idea generation and content creation. Typical applications include the creation of texts, images or the analysis of user behaviour. It is important to understand AI not as a replacement, but as a support that provides impetus and promotes creativity.
In the media sector, a publishing house uses AI to research editorial topics more quickly and to pre-formulate initial article concepts without replacing editorial fine-tuning. Another example from the consumer goods industry shows how AI tools automatically suggest captions and hashtags to increase reach in a targeted manner. These are practical aids that can take the pressure off social media teams.
At the same time, more and more decision-makers are reporting that the ethical use of AI in social media remains in focus. The right balance between automated support and human control is crucial in order to remain authentic and credible.
Social SEO: Visibility through smart search engine optimisation
Many companies are increasingly recognising the importance of social SEO when it comes to making content visible to active searchers in social networks. Decision-makers see the opportunity to use targeted keywords and optimised posts to reach those who are specifically searching for solutions and not just passively scrolling.
A leading consultancy firm, for example, customised its LinkedIn posts with specific industry keywords. This led to a significant increase in search queries and qualified contacts via the network. An NGO also made targeted use of social SEO to make its event dates and content easier to find via Facebook and YouTube.
An international service company optimised its Twitter presence through keyword analyses and consistent hashtag strategies. This increases organic reach and facilitates follow-up with interested parties from the relevant specialist area.
Community management and interaction as success factors
Decision-makers often report that active community management is essential for sustainable social media work. Direct dialogue with users strengthens the relationship with the target group and increases the time spent on the platforms. The challenge here is to act authentically and consistently without losing the company's character.
A medium-sized software company uses social media for direct dialogue with customers and potential employees. Here, questions are answered in the shortest possible time, which encourages positive feedback. An international fashion company also shows that regular commenting and interacting in public forums makes the brand approachable and trustworthy.
At the same time, transruptions coaching helps companies to develop strategies that support precisely this type of community interaction. For example, project managers can receive impulses on how to manage comments or which topics they should be present for.
My analysis
In 2025, social media will increasingly become a strategic tool that needs to be used responsibly and wisely. Decision-makers are faced with the task of consciously planning content, integrating AI as a helpful partner and utilising social SEO to meet active searchers. At the same time, personal community management is becoming increasingly important in order to deepen relationships. The support of experienced coaching can help to successfully navigate projects through the diverse possibilities of social media and provide practice-orientated impulses.
BEST PRACTICE at company XYZ (name changed due to NDA contract) In 2025, an international technology company launched a social media initiative based on short video formats. These were aimed specifically at young professionals and were optimised for the best posting time using AI-supported analyses. At the same time, they focussed on social SEO by using keywords in the video titles and descriptions. This enabled them to significantly increase the reach of their job adverts and product launches without neglecting content quality.
BEST PRACTICE at company XYZ (name changed due to NDA contract) An agency from the healthcare sector integrated active community management into its social media strategy in 2025. In addition to publishing informative posts on health topics, live-streamed Q&A sessions were introduced. The direct exchange with the target group increased user loyalty and trust in the brand, which was supported by AI tools for personalised answers.
BEST PRACTICE at company XYZ (name changed due to NDA contract) A B2B company in the mechanical engineering sector used social SEO for its LinkedIn campaigns and continuously updated its keyword list according to market trends. The systematic analysis helped to significantly increase visibility among decision-makers. The result was an increase in qualified leads and more efficient contact management for customer projects, which were further improved by accompanying coaching in the use of social media.
Further links from the text above:
[1] Social media trends: eight predictions for 2024
[2] Update your social media strategy with social SEO
[4] Social media trends 2024: analyses and implications
[5] Social media SEO: How to use social media to boost SEO
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