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LOGIC EDGE

Social Media Strategies and Growth

Social Media: The Scale and Shift in 2025

  • In 2025, 5.42 billion people—nearly two-thirds of the global population—are active on social media, using an average of 6.83 platforms per month

  • A study of social behavior shows that 48% of consumers interact with brands more often on social media compared to six months ago

  • The daily average time spent on social media is approximately 2 hours and 23 minutes

Key Takeaway: Consumers are dispersed across multiple platforms and increasingly engage with brands, so a multi-channel strategy is essential.


Why Social Media Growth Is Challenging

  • The landscape is heavily saturated with AI-generated content, making genuine engagement more difficult. In 2024, Sprout Social described engagement as “harder to earn” due to AI-generated noise

  • Brands, on average, were posting 9.5 times per day across channels in 2024, further increasing content overload

  • Amid overwhelming feed competition, only 46% of consumers say originality makes brands stand out


Core Social Media Strategy Pillars

  • Consistency Builds Trust

    • Regular posting combined with active engagement fosters prolonged trust. Sprout Social emphasizes that “growing a social media account organically takes time and dedication”.

  • Data-Driven Content Planning

    • Use platform analytics to understand what resonates. For example, Instagram favors images, while TikTok rewards short-form video.

    • Focus metrics on reach, comments, shares, and saves to measure impact.

  • Prioritize Quality Over Quantity

    • Authentic storytelling and practical value outperform promotions alone. Marketing leaders consider engagement metrics—likes, comments, shares—as primary indicators of success .

    • The 2025 Sprout Social Index emphasizes that authentic content and engagement drive brand trust better than trend chasing.


Emerging Best Practices

  1. Combat AI Noise with Creativity: Be original; use unique, brand-specific content to stand out from AI-generated posts

  2. Strategic Posting & Engagement: Map optimal posting windows and promptly reply to audience comments and messages.

  3. Measure What Matters: Focus on community growth, brand sentiment, and meaningful interactions—rather than vanity metrics .


Real-World Outcomes

  • Nearly half of consumers are interacting more with brands now than six months ago, reflecting a shift toward deeper engagement rather than passive following

  • Gen Z, in particular, drives social commerce—with 48% in 2025 planning to buy more via platforms than in 2024


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