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Message Board >
More investment in social media content
More investment in social media content
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chandonarani55
6 posts
Oct 11, 2025
10:53 PM
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Social media will continue to be a trend in content marketing in 2025, and most companies are expected to invest more in social media content . This is mainly due to the fact that users are increasingly spending more time on these platforms, both searching for information and entertainment.
With all this in mind, businesses should view social media as a new search engine and treat it accordingly .
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Human connection more than ever Content oversaturation has led users to seek out brands that are and appear different, those that don't just seek to promote and sell, but that also care about their customers and feel a certain social, cultural, and environmental commitment.
This has led content marketing to evolve toward an approach that prioritizes connection between people, making brands feel the need to appear more authentic, empathetic, relatable, and human . One way to achieve this is by telling real stories, such as that of Margot Friedländer, a 102-year-old Holocaust survivor who shares a message of humanity, respect, and tolerance. Her story is part of the Frankfurter Allgemeine Zeitung (FAZ) "The 100th Edition" campaign, created by Scholz & Friends and awarded at Cannes 2024 for its powerful storytelling and emotional impact. You can also create content that encourages interaction and give greater relevance to consumer-generated content (UGC).
This more human approach poses a challenge to the growing trend of using AI in content creation. However, the two are fully compatible if you have a trained human team to give it that personal touch.
Content co-creation (between brands and community) One of the most effective strategies for strengthening the connection between brand and customer, as well as fostering loyalty, has been co-creating content, or giving the value it deserves to user-generated content (UGC). In addition to being a way to engage the community and make them part of the project, it's also a way to bring authenticity to the brand's offerings and increase credibility . Considering the benefits, companies will increasingly focus on this type of content, seeking a much closer and more personal relationship. In the graph below, we see how searches for the keyword "user-generated content" have increased over the last five years.
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