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Is your social strategy ready for what's next in 2025?
HubSpot Media's latest Social Playbook reveals what's actually working for over 1,000 global marketing leaders across TikTok, Instagram, LinkedIn, Pinterest, Facebook, and YouTube.
Inside this comprehensive report, you’ll discover:
Which platforms are delivering the highest ROI in 2025
Content formats driving the most engagement across industries
How AI is transforming social content creation and analytics
Tactical recommendations you can implement immediately
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Something shifted in social media over the past 6 months.
The creators who were winning in 2023 are suddenly struggling. Their engagement is down. Their reach is shrinking. Their content feels... stale.
Meanwhile, a different group of creators is thriving. Their posts are getting massive reach. Their audiences are growing faster than ever. Their content feels fresh and relevant.
What changed?
The platforms didn't just tweak their algorithms. They fundamentally restructured how content gets distributed. The old playbook - the one everyone's still following - doesn't work anymore.
Most creators are still optimizing for 2023. The smart ones figured out the new rules months ago.
Here's what I'm seeing from the creators who adapted early:
They stopped chasing hearts and shifted from broad industry content to solving their subscribers' specific pain points. They moved from celebrating viral posts to analyzing which content drives actual revenue.
The gap between those who know and those who don't is widening fast.
While most creators are posting the same content they did six months ago, the systematic ones are leveraging insights from over 1,000 global marketing leaders who've already cracked the code.
The social media landscape changed. The playbook changed. The tactics that work changed.
The question is: are you still playing by the old rules, or are you ready to learn what's actually working right now?
The shift is real. And it's accelerating.
