By Sam and Annabelle
We got back from San Diego last month, and our brains are still buzzing. Social Media Marketing World 2025 didn’t just bring the sun — it brought the insights. From AI breakthroughs to Instagram updates, here are our top 10 takeaways we think every marketer should know.
1. Authentic Content Is Still King (and Queen)
Authenticity isn’t just a buzzword — it’s the word. Nearly every session reinforced this: audiences crave real, human experiences. The content that resonates? Behind-the-scenes, less polished, and deeply relatable. Think less perfection, more personality.
“Authenticity will always have an audience.” –Adley Kinsman
2. Attention Is the New Currency
The first 1–2 seconds of your video? Make them count. We’re not just battling short attention spans — today’s economy runs on dopamine. The best content hooks you fast, sparks emotion or curiosity, and leaves you wanting more. Trending audio and emotionally driven storytelling are your friends!
3. Stop the Scroll by Standing Out
We’re all stuck in the sameness epidemic. Your competition isn’t just other brands — it’s everything and everyone on social media. If your content looks like everyone else’s, it’s already lost. How can you stop the scroll? Think bold visuals, fresh formats, and taking risks.
4. Shift from ROI to ROC (Return on Conversation)
Social media isn’t just a sales channel — it’s a relationship builder. The best marketers are shifting their focus from likes and follows to DMs, comments, and actual conversations. A 3.5% engagement rate is the average — what matters more is what that engagement means.
5. AI Isn’t the Future, It’s the Present
There’s no denying that AI has made a huge splash in the marketing industry with tools like ChatGPT, Perplexity, and Photoshop’s Generative Fill. AI is everywhere — and according to Michael Stelzner, 74% of marketers plan to use it more.
The big idea? AI isn’t your replacement. It’s your brainstorming partner, draft polisher, and productivity booster. The most in-demand marketers? The ones who use AI to get better.
6. Instagram Reels Have Evolved
Reels now reach more non-followers than followers—which means shareability is key. One major pro tip: use Instagram’s “Trials” feature to test new content with fresh audiences, all without it hitting your main profile. It’s a smart way to experiment, repurpose top Reels, and grow without the risk.
7. Meta Ads: What’s Working Now
Yes, ad costs are up 10% — but not everything is out of your control! We’re watching Advantage+ audience testing, refining creative and copy, and emphasizing emotional hooks. Meta Ads are still powerful — keep testing and stay nimble.
8. LinkedIn Video Is Having a Moment
Video views on LinkedIn are up 36% year-over-year, and it’s clear why. People want human connections, (yes, even in B2B). That means showing your team, sharing your expertise, and leaning into short, value-packed video formats.
What’s working: DITL (day-in-the-life), explainer videos, staff interviews, BTS (behind-the-scenes), and anything that makes your team the star.
9. Video Best Practices to Remember
We saw this theme across every platform:
- Always include closed captions
- Keep videos under 2 minutes
- Lead with a strong hook
- Use short, scannable text
- Include subtle nods to your branding & a clear CTA
Accessibility isn’t optional — it’s essential.
10. The Magic Is in the Hallways
One underrated takeaway? The best insights didn’t just come from the sessions — they came from the conversations. Whether it was chatting with vendors about new tools or swapping ideas with other attendees between sessions, some of the most valuable moments happened outside the official programming.
We left Social Media Marketing World 2025 feeling energized, inspired, and ready to experiment. If there’s one thing we know for sure, it’s that the world of social media is only getting faster, louder, and more human!