March 5, 2025
Brace yourself.
March is another tsunami of changes.
If you thought last month’s approach was still solid, think again. Instagram has changed what really gets reach, Facebook is quietly suffocating business pages, and AI is creeping into every platform, whether we like it or not (we see you, robot overlords)
So, here’s what actually matters…
Facebook’s business pages are on life support. It’s time to pay up
TL;DR: Organic reach is dead. If you’re not using paid, you’re invisible.
Facebook has once again tightened the chokehold on organic reach, prioritising Groups and community engagement over business pages (Vistasocial). What does this mean?
- Posts from business pages barely get seen, unless you put money behind them
- Facebook wants brands to pay for reach, full stop.
- Even engaged pages need paid support to cut through the noise.
If you’re relying on organic reach alone, you’re fighting a losing battle. The best strategy? Pair paid with community engagement.
· Run targeted Facebook Ads to support your best-performing organic posts
· Use retargeting to keep your audience engaged, especially those who interact in Groups
· Test lead gen ads & boosted posts for direct conversion campaigns
Bottom line? Facebook is a pay-to-play platform now (If you want results, it’s time to loosen the purse strings)
Instagram’s algorithm where watch time is everything
TL;DR: Watch time, shares, and like rates now rule your Reels.
Adam Mosseri (aka Instagram’s head honcho) has given us some rare insight into how Reels get surfaced. And no, it’s not just about views anymore. The key metrics?
· Average Watch Time. The longer people watch, the better your reach.
· Like Rate. It’s not about total likes; it’s about what % of viewers are double-tapping
· Send Rate or how many people are sharing your content in DMs?
Oh, and Instagram’s also testing a downvote button for comment, but you won’t see the numbers, so expect more policing of “spammy” interactions rather than any real impact on engagement (Sendible).
Our advice, hook them early. If you’re still doing 3-second, throwaway content, stop. Keep them watching with captions, storytelling, and curiosity hooks.
Threads hits 320m users, but do you care?
TL;DR: It just hit 320M users, but the jury’s still out.
Threads has quietly gained another 20 million users since December, bringing its total to 320 million (SocialBee). Meta is still betting big on this X (Twitter) rival, but is it worth your time?
I mean, growth is strong, but engagement is still hit-or-miss. And most brands aren’t jumping in. well not yet.
Conversations feel less toxic than X (Twitter), which could be a long-term win.
Threads is worth testing.
LinkedIn levels up with better newsletter analytics & video features
TL;DR: More insights for newsletter writers & a push for video.
If you run a LinkedIn newsletter, you can now track subscriber retention, engagement trends, and reader insights (Sprout Social). The new data shows where subscribers drop off (time to fix your content).
Oh, and now your comments now have measurable reach. So, it’s time to rethink your engagement game.
LinkedIn has rolled out a feature showing how many times your comments are viewed. This non-unique impression count appears next to each comment, offering insights into your engagement’s visibility.
Engage thoughtfully. Comments are no longer throwaway lines; they’re measurable touchpoints.
Worth reading our latest blog for some more insight
Short-Form video still runs the internet
TL;DR: It’s growing everywhere. Stop ignoring it.
Across every platform, short-form video is still dominating (Social Media Today):
· Instagram is testing a “pause” feature for Reels.
· TikTok added a “Creation Ideas” section to inspire better content.
· YouTube Shorts introduced voice comments and text-to-speech.
Ai is changing content (whether you like it or not)
TL;DR: AI is taking over content discovery, creation & moderation.
AI is creeping into every social platform, reshaping content faster than brands can keep up:
· Google is integrating AI-generated summaries in search, which could affect social media content discovery (Code of Entry).
· Meta’s AI “Creator’s Assistant” is coming. Expect AI-generated post recommendations (Brandwatch).
· LinkedIn’s AI is suggesting post ideas and writing assistance (SocialBee).
AI is a tool, not a replacement. Use it to streamline content, test variations, and optimise performance, but never let it dilute your brand voice.
Micro and nano-influencers gaining traction
TL;DR: Collaborations with micro (10k–100k followers) and nano-influencers (<10k followers) are proving more effective due to higher engagement rates and authentic connections.
Brands are shifting focus from mega-celebrities to influencers with smaller, more dedicated followings. These influencers often have stronger bonds with their audiences, leading to increased trust and engagement.
Source: Woodlands Online
The return of gatekeeping
TL;DR: Exclusivity is making a comeback, with influencers and brands curating content to create a sense of uniqueness and personal connection.
This trend involves keeping certain products, events, or information exclusive to select audiences, fostering deeper community ties and a sense of belonging among followers.
Implement exclusivity in your marketing strategy by offering invite-only events, limited product releases, or private online groups. This approach can enhance brand loyalty and create buzz around your offerings.
Source: Vogue Business
Feeling overwhelmed? Here are 3 small things you can do right now to make a difference:
1. Review your paid strategy, if you’re not putting budget behind Facebook posts, you’re wasting time.
2. Make your LinkedIn comments count and engage thoughtfully on high-impact posts.
3. Test long-form video. Instagram’s algorithm rewards watch time, so start keeping people hooked.
Social media isn’t slowing down, so neither should you. Now go tweak your strategy. And if you need help, give us a shout.