Let’s begin by putting it out there: we don’t believe in gatekeeping knowledge. What you’ll read here comes from years of experience, countless hours studying industry shifts, and observing what actually works, and what no longer does in digital spaces.
What Really Is Social Media Marketing?
When people hear “social media marketing,” most imagine this: Post something. Make it trend. Gain followers. Done. But the truth? That’s just scratching the surface. Also, that used to be enough—back in 2015. Today, however, that approach is outdated. Modern social media marketing is less about shouting into the void and more about creating genuine digital conversations, aligned with your goals: whether that’s conversions, influence, awareness, or advocacy.
For brands, visibility means opportunity—more eyes = more potential customers, and eventually, ROI. For individuals, it’s about influence—whether for personal branding, advocacy, or just building an online presence.
But here’s the key question: Is social media marketing just about posting and hoping for virality? Absolutely not.
What Does That Look Like?
Yet at the heart of both is this key ingredient: relevance.
The Forgotten Word in “Social Media Marketing” Is… Social
One of the most common pitfalls in digital strategy is forgetting the “social” part of the job. Most strategies today follow the familiar 80/20 rule:
That ratio might work on platforms like YouTube, where content sits longer and engagement can be passive. But on platforms driven by real-time interactions—Facebook, Instagram, TikTok, X (formerly Twitter), LinkedIn—it’s not enough. In 2025, engagement is no longer a nice-to-have. It’s the algorithm’s love language.
These platforms are built for real-time, two-way interaction. Algorithms notice when users respond, and reward creators who respond back. Here’s a wake-up call: Followers don’t matter as much as they used to. You’ve probably seen it already—pages with 100,000 followers struggling to get 200 views, while smaller accounts go viral overnight.
Why? Because social platforms have shifted priorities. Authenticity, relevance, and engagement now outweigh follower count.
Let’s take Facebook as an example: in 2025, the average engagement rate on the platform ranges from just 0.05% to 0.3%, one of the lowest across all major social media channels. This means that out of 1,000 followers, only 1 to 3 people may actively engage with your post, and even with 100,000 followers, you might only reach 50 to 300 people—unless your content truly resonates with your audience.
Harsh? Yes. But also an opportunity—if you know how to pivot.
Why Is Your Content Underperforming?
If your content’s engagement is low, it’s likely not because the algorithm hates you. It’s because people are bored.
Recycled formats, overly polished videos, generic captions—none of these cut through anymore. Especially when younger audiences dominate the feed, and their content radar is sharper than ever. And while Facebook’s user base is aging, the competition for attention is still fierce. So if it’s your main platform, your margin for error is even thinner.
Especially on Facebook, a platform whose youth audience is shrinking, this is a bigger challenge. Facebook’s user base in Southeast Asia still dominates in ages 25 to 45, but Gen Z prefers TikTok, IG, and YouTube Shorts. So if your content doesn’t adapt to the cultural and generational shift, you’re fighting an uphill battle.
So, What’s the Cure?
Lo-fi, authentic content.
That’s what platforms like Facebook and TikTok are rewarding in 2025. It doesn’t mean bad quality. It means content that feels authentic, videos that hook in the first three seconds, soundtracks that tap into current trends, concise formats (ideally under 45 seconds), fast-paced, and value-packed. Lo-fi, high impact. Minimum effort, maximum effect.
This year’s most viral content trends across platforms share a few traits:
Given the things we mentioned above, we introduce you to the DRAFT concept. ‘Cos y’know? There are things that shouldn’t have been posted and should’ve stayed in drafts.
That being said, the landscape of digital marketing is evolving fast. Success in 2025 won’t come from chasing hacks—it’ll come from brands and creators who listen actively, adapt quickly, create value, and show up consistently. It’s not about who yells the loudest anymore. It’s about who connects the deepest.
