If it feels like social media changes faster than you can hit “publish,” you’re not alone. From shifting algorithms to new content formats, today’s digital landscape is as fast-paced as ever. In the latest episode of Behind the Brand, Moxie Creative dives into the state of social media, unpacking what’s actually working, what’s feeling tired, and how small businesses—especially local ones—can stay visible, relevant, and human online.
Whether you’re a business owner, a marketing manager, or someone who’s just trying to keep up, this episode is full of actionable insights from the Moxie team. Here’s our breakdown of what you need to know in 2025 to thrive on social.
Forget the Polish: Raw, Real Content is Winning
The polished, hyper-aesthetic feed is no longer the gold standard. In fact, it’s exhausting.
Today’s audiences—especially Gen Z—are craving authenticity. They want to see the people behind a brand. Think unfiltered behind-the-scenes, candid moments, employee-generated content, and yes, even the messy parts of running a business. Moxie likens this shift to the “no-makeup makeup look”: it appears effortless, but it still takes strategy and intention to pull off.
This type of content makes your audience feel something. And when you make people feel, you make them remember.
Be on Social Like a Person, Not a Brand
Here’s one of the most important takeaways from the episode: brands should show up like people.
What does that mean in practice?
- Use conversational captions that sound like a human wrote them.
- Prioritize storytelling over sales.
- Post content that feels intimate—like a digital diary or a moment from someone’s life.
- Infuse sensory-driven language and visuals that make viewers feel like they’re there.
When brands humanize their content, it’s easier for people to connect, comment, and engage. That connection is what builds long-term loyalty.
Don’t Chase Every Trend—Use Them Intentionally
Social media trends are tools, not strategies.
Yes, funny videos, nostalgic filters, and text overlays on candid photos are gaining traction—but only when they make sense for your audience and your brand. Moxie recommends treating trends as inspiration, not instruction.
Before hopping on the next viral audio or visual format, ask:
- Does this align with my brand voice?
- Can I personalize this trend in a way that’s valuable to my audience?
- Will it make someone feel something or take action?
The goal is to stand out, not blend in.
UGC and EGC Are the New MVPs
User-Generated Content (UGC) has been around for a while, but now, brands are doubling down on Employee-Generated Content (EGC) too.
From beauty retailers like Ulta featuring employees reviewing products, to local businesses using staff as on-camera talent, EGC builds trust and relatability. It gives your audience familiar faces to come back to—just like recurring characters in their favorite show.
One client Moxie referenced, White Wolf Custom Apparel, has seen massive engagement by incorporating employee personalities into their content. The formula? Keep it funny, casual, and real.
Make People Feel Something—Every Time
One of the biggest mindset shifts brands need to make is moving from informing to evoking.
It’s no longer enough to simply tell people what you sell. You need to make them feel like they’re already experiencing it. For example, instead of saying, “Our infusion spirals add pine and citrus notes,” Moxie reframed the pitch as: “It brews a beer that tastes like a walk through the woods.”
This approach:
- Paints a picture
- Hits multiple senses
- Creates emotional attachment
Remember: people forget names, slogans, and product specs. But they don’t forget how a brand made them feel.
Add More Layers: Sound, Motion, Texture
Multisensory content is dominating.
Whether it’s a Reel that sounds like a home video or a carousel post with background music, sound adds dimension and realism. Moxie encourages brands to use sound and motion with purpose—make it feel like you’re capturing a moment, not just promoting a product.
Even minimalist design is making a comeback, especially when paired with clean, bold fonts and handwritten notes. The aesthetic may be subtle, but the strategy behind it is anything but.
The Rise of the Founder-Influencer
Here’s a bold prediction from the episode: in the coming years, founders will have to become influencers for their brand.
And no, you don’t need a ring light and 100K followers. But showing up regularly and authentically on social builds credibility, trust, and familiarity. It also sets your business apart in an oversaturated market.
You don’t have to do it all yourself, either. Think of your marketing team or agency as the pull-up bar assist machine: they support the lift, but you’ve got to show up and do the work.
Series > One-Offs: Create Content That’s Bingeable
Instead of creating standalone posts, build content around recurring series. These are the things that keep audiences coming back for more.
Some ideas:
- Weekly behind-the-scenes vlogs
- Staff picks or “what we’re loving this month”
- Made-up menu orders (think: “A day in the life of a double-chocolate oat cone”)
- Neighborhood highlights if you’re in real estate or hospitality
Bingeable content keeps your audience engaged, builds loyalty, and makes it easier to plan ahead with consistency.
Smaller Reach, Bigger Impact
Going viral feels great—but going local often works better.
Instead of focusing solely on follower count, Moxie encourages small businesses to zero in on the right followers: the people who live nearby, are likely to buy, and are most likely to refer your business.
As Isabella put it, “Why are we acting like 50 likes isn’t a big deal?” If those 50 people are your people, that’s a win.
Top Tips for Small Businesses Looking to Elevate Their Social Media in 2025
- Be human. Post like a person, not a faceless brand.
- Show your team. Employees can be your best creators.
- Create a series. One-offs are fine, but bingeable content builds community.
- Use trends with intention. Make them your own.
- Focus on emotion. Evoke a feeling in every post.
- Use all the senses. Don’t skip on sound and subtle design details.
- Partner with your agency. You can’t outsource presence. Show up and we’ll amplify.
- Reach your people. Don’t chase everyone—build for your actual community.
Tune In and Get Inspired
At Moxie Creative, we’re constantly evolving to help businesses stand out in a crowded, chaotic social media landscape. If you’re ready to show up more authentically online and create content that connects, we’d love to chat.
