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March 12, 2025

Hi Reader,
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Social media is going through a major shift—platforms are evolving, AI is everywhere, and brands are rethinking what actually works.

Last week, I attended Social Media Outlook in DC, where top industry experts shared their insights on where we’re headed. Speakers included Joseph Ferguson (The Washington Post), Gina Florence (Charles Schwab), Paige Hopkins (Axios), and Avery Whitehead (Former Deputy Director of Platforms, The White House), moderated by Paul Sherman (Potomac Tech Wire).

I took tons of notes so I could share the biggest takeaways with you.

Here's what they said:

AI is everywhere—but it’s not a magic fix.

AI is changing how we create content and engage online, but it’s not a cure-all. AI-generated engagement (bots commenting on bots) is making community management more complicated—so much so that brands are struggling to separate real conversations from artificial ones.

And while AI can speed up content creation, panelists agreed that it still falls short on research and credibility—meaning teams often spend more time fact-checking AI-generated content than if they’d done the work themselves.

TikTok vs. YouTube: Two very different plays.

TikTok = fast trends, fast virality. If you want quick wins, it’s the place to be.
​YouTube = strategy, depth, and long-term audience building. It takes more effort, but it’s where real brand loyalty is built.

If you’re looking to create lasting impact, YouTube is the long game worth playing.

Facebook isn’t dead (even if some of us wish it was).

Despite declining engagement, 33% of people still get their news on Facebook. It continues to shape public opinion and can’t be ignored.

Companies like Charles Schwab are using Facebook strategically to educate and build community, proving there’s still opportunity—if you have the right approach.

Overhyped strategies in 2025 (according to the panelists):

• Spending big on influencers—Micro-influencers with trust deliver better ROI.
• Hashtags—You can ditch these. Platform algorithms already pick up on keywords.
• Long videos—Short, straight-to-the-point content still dominates.
• Trying to be a “cool brand” when it’s not authentic—People can tell.

The biggest takeaway: Trust and engagement matter more than ever.

• Comment sections are the new newsfeed. Conversations drive momentum.
• SEO-optimized keywords inside platforms (not just Google) are key for discoverability.
• Every trend isn’t for every brand—focus on what actually moves the needle.

At the end, I stood up and asked the question: "How do you think social media will change this year with the Trump administration's priorities?" To which I got a resounding, "It will definitely change, but we don't know how!" 🤷🏻‍♀️

What do you think? Which of these trends caught you by surprise? And which ones are you relieved to hear?

I'd love to hear your thoughts,

Brynne

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