The 10 signs your social media strategy is outdated, and what leading brands are doing differently
Still doing what worked in 2019?
Social media changes fast. What drove engagement a few years ago might now make your content feel behind the curve - or worse, invisible. The platforms have changed. The audiences have moved on. And if your strategy hasn’t adapted, your results will start slipping.
In this blog, we break down 10 subtle (and not-so-subtle) signs your social media strategy is outdated in 2025 - along with what smart brands are doing differently to stay relevant and visible.
1. You’re still posting static image quotes
Once the staple of Instagram, quote graphics now look dated unless executed with a very specific visual style. If your feed is full of Canva-font quotes and pastel affirmations, it’s time to rethink.
What to do instead:
Repurpose quotes as voiceover reels, TikToks with a punchy opinion, or carousels that expand on the point. Give the message context, not just aesthetics.
2. You use the same caption across every platform
Copying and pasting captions from Instagram to LinkedIn to TikTok? Audiences can tell. Each platform has its own culture, tone, and language expectations.
What to do instead:
Tailor your voice per platform. On LinkedIn, lead with insight. On Instagram, aim for warmth and clarity. On TikTok, be direct and unpolished. Keep your brand voice, but adapt the delivery.
3. You’re focused on the grid
If your content plan still includes “make sure it looks nice in the 9-grid”, you’ve misunderstood how people consume social media in 2025. Hardly anyone visits your profile page - they engage via algorithmic feeds.
What to do instead:
Prioritise content performance over visual curation. Good visuals matter, but not at the expense of storytelling, clarity, or shareability.
4. You’re using hashtags like it’s 2015
Hashtags don’t work the way they used to. On most platforms, they’re no longer a reliable discovery tool. Overloading captions with #mondayvibes and #hustle just clutters your messaging.
What to do instead:
Use one to three relevant hashtags sparingly, or drop them altogether. Focus instead on SEO-style captions, keyworded voiceovers, and content that keeps people watching or sharing.
5. You don’t have a video-first strategy
If your feed is still 90% static posts, you’re working against the platforms. Every major channel now prioritises video - not just for Reels or TikToks, but also for ads, stories, and even carousels with embedded motion.
What to do instead:
Create lo-fi, on-brand video content that matches your resources. You don’t need studio lighting. You need a good hook, strong voice, and a reason to watch past the first three seconds.
6. You’re not analysing post saves, shares, or DMs
If your only performance metric is likes, you’re missing the bigger picture. Likes are now the least useful engagement signal across most platforms.
What to do instead:
Track saves, comments, shares, profile visits, and inbound DMs. These are stronger indicators of whether your content is resonating or just existing.
7. You only post promotional content
Still treating social media as a catalogue? Audiences scroll straight past posts that feel like ads unless there’s a hook, a story, or some emotional pull.
What to do instead:
Use the 70/30 rule: 70% of your content should offer value, entertainment, or insight. Only 30% should be overtly promotional. The best branded content doesn’t feel like marketing at all.
8. You’re ignoring DMs and comments
Engagement isn’t just about outbound posting. If your team takes days to reply to messages or never responds to comments, the algorithm notices - and so do your followers.
What to do instead:
Build a proper community strategy. Assign someone to manage inboxes daily. Create content that invites responses, then actually follow through with replies.
9. You’re chasing trends that don’t fit your brand
Jumping on every trending sound, meme or filter can make your brand look desperate — especially if it doesn’t make sense for your tone or audience.
What to do instead:
Choose trends strategically. Ask: does this format fit your message? Will it make sense to your followers? Would you still be proud of it in six months? If the answer’s no, skip it.
10. You don’t know who you’re really speaking to
This is the most common issue we see in audits. If your social content is aimed at “everyone”, it will reach no one. Trying to be universally appealing usually leads to bland, forgettable content.
What to do instead:
Define your core audience. Not just their age or location, but their humour, values, pain points, and habits. Create for them, not for everyone.
What leading brands are doing differently
In 2025, the smartest brands are:
Acting like creators, not corporations
Building platform-specific content, not repurposed leftovers
Investing in voice, not just visuals
Listening to their audience before speaking to them
Using data to learn, not just report
Whether you’re a niche DTC brand or a large organisation, the rules are the same. The brands that win are the ones who stay culturally aware, strategically bold, and self-aware enough to adapt.
Final thought
If your strategy feels tired, it probably is. But you don’t need to rip everything up. You just need to stop treating social media like a content calendar, and start treating it like a conversation.
And if you're not sure where to begin? That’s what we're here for.
Want Honest London to audit your current strategy?
Get in touch and we’ll tell you what’s working, what’s not, and how to make it better - clearly, quickly, and without the waffle.