Social Media Cheat Sheet for 2025

In 2025, social media has evolved rapidly, driven by artificial intelligence (AI) and new socio-cultural trends. AI has transformed content creation, allowing users and brands to generate personalised material on a large scale. Short-form videos, led by platforms such as TikTok and Instagram Reels, dominate the landscape, especially among Generation Z, who value authenticity and personalisation in their digital interactions.

Businesses must adapt their strategies to these demands through data-driven marketing and precise segmentation, facilitated by AI. In addition, social commerce has grown exponentially, turning networks into key sales channels with processes simplified by integrated technologies.

In online search, optimisation for generative AI engines (GEO) is essential, as these tools respond to queries with automatically generated content. To compete, brands must be relevant, accurate and strategic in their posts.

Finally, success in social media requires omni-channel strategies, leveraging diverse formats and platforms, as well as continuous data analysis to maximise results and optimise investments. The "Social Media Cheat Sheet" offers insights and strategies for navigating this evolving ecosystem in the coming year. Get ready to explore and leverage social media's full potential.

TABLE OF CONTENTS

• Facebook

• Instagram

• Pinterest

• Google

• YouTube

• TikTok

• Snapchat

• Linkedin

• X

  
  
  

Facebook

With over 3 billion monthly active users, Facebook is a platform for building community, highlighting your products and developing online sales and traffic., so you should consider it in your digital marketing strategy. The audience is mainstream and global, aged 18-34.

While it's a great platform for all brands Facebook Ads campaign work especially well for local shops, B2B companies, non-profit organisations and global brands.

The key to audience building on this platform is to publish consistent and engaging content. In addition, actively participate in groups, use post promotion and target your audiences with advertising tools to expand your reach.

Power your Facebook presence with impactful images, captivating videos, live streams, clickable links, immersive storytelling and content that increases brand awareness.

Facebook is especially effective at the top and middle of the funnel, ideal for generating awareness and cultivating initial interest. However, its advanced remarketing options also make it useful in the final conversion.

• A new feature to note on the platform is that Facebook continues to prioritise short videos such as Reels, enhancing its tools and capabilities to compete with TikTok and YouTube. This includes further integration of creative features and editing options.

• Meta is also integrating AI into ads to improve the targeting and optimisation of ad campaigns, making it easier for brands to reach specific audiences with less effort.

Instagram

Also from the Meta group, Instagram is all about connecting emotionally with your audience, driving engagement, highlighting your products visually and driving sales through engaging content. Although it is changing and becoming more mainstream, the audience is between 18 and 34 years old, so it is mostly Gen Y & Z. 

Its monthly active users reach over 2.3 billion people. Making Instagram a valuable ally for fashion, beauty, technology, travel and e-commerce brands, as well as businesses looking to build community.

To build your audience: Post authentic, quality content, use strategic hashtags, interact regularly with your followers and take advantage of analytics tools to find the best time to post. Collaborating with creators can also amplify your reach.

Instagram is versatile and adapts to all stages of the marketing funnel, from generating awareness at the top, using Reels and Stories to engage new users. In the middle stage, it encourages engagement through polls, comments and interactive content. Finally, in the lower stage, boost conversions with tagged posts for direct purchases and collaborations with content creators.

Make the most of your Instagram presence with engaging images, short videos, user-generated content (UGC), building a strong brand identity and creating creative reels.

• New to the platform are Ads on Reels, which now offer additional tools for brands to create native, engaging content that blends organically into users' feeds. These improvements allow for better personalisation of ads and analysis of their performance in real time.

• It has now introduced improvements to brand partnerships, new ways to tag co-sponsors in posts, making it easier for brands and creators to showcase their partnerships. This includes the ability to split revenue directly from collaborative posts.

Pinterest

If you're wondering why advertise on Pinterest, let us give you some reasons why you shouldn't miss the main platform for discovery, inspiration and planning.

With over 518 million monthly active users, Pinterest is one of the social platforms to consider before you start developing your digital strategy. It is a very niche platform with great potential with an audience of 18-44 year olds. 

On Pinterest, the most effective content includes engaging images, inspirational videos and shopping Pins. Pins should be carefully curated to capture attention, and it is important to take advantage of the platform's search and discovery features.

To build an audience: when using Pinterest, it is essential to create themed boards, post high-quality content and use strategic keywords that make your Pins searchable.

Pinterest is perfectly suited to all stages of the marketing funnel. At the top stage, it is ideal for generating brand awareness. In the middle stage, it encourages interaction and engagement through interactive Pins, while in the lower stage, it facilitates conversions thanks to its direct purchase features.

It is a particularly good platform for restaurants, design, weddings... Although any vertical inspirational content can have great results. In fact, benefits such as high impact, reaching new audiences and evergreen content are what you will get if you try Pinterest Ads for your e-commerce.

Some new features to consider on the platform are:

• AI-powered Performance+: This tool automates campaign creation, optimising performance. Advertisers have reported improvements of more than 10% in cost per acquisition (CPA) and cost per click (CPC). It also reduces the time required to set up campaigns by 50%.

• Collages for advertisers: This new format allows brands to create engaging visual content and tag it with shoppable products, making it easier to promote through Showcase Ads or collection ads.

• Increased creation of video pins: This underlines the growing interest in interactive and dynamic visual content, which not only captures users' attention, but also generates more interaction. Pinterest is encouraging brands to use short videos to engage their audience and create valuable content. 

Google

If Google's strategy is part of your Paid Media strategy means you have search and conversion goals. Google is the largest search engine on the internet.

Google continues to dominate as the world's most popular search engine, processing approximately 8.5 billion searches per day. It is estimated to have over 1 billion unique monthly active users.

Google is an essential platform for both SEO (search engine optimisation) and paid advertising (SEM) strategies, making it an invaluable resource for boosting your online presence.

Google includes visual and voice search through tools such as Google Lens and spoken queries. In addition, contextual advertising focuses on more relevant ads based on user intent in real time. It also highlights the use of short-form video and immersive experiences and augmented reality (AR) technologies.

To build audience: Use remarketing strategies with personalised lists based on proprietary data to reconnect with interested users. Invest in interactive content and personalised experiences. In addition, optimise technical SEO and create quality content to improve visibility and attract organic traffic.

Google is ideal at all stages of the conversion funnel. For TOFU (awareness), content strategies and ads; in MOFU (consideration), remarketing and testimonials; and in BOFU (decision), promotions and personalised campaigns.

If you are willing to run a campaign on Google don’t miss our how to get started with Google Ads article available now on the blog.

Some new features to take into account in the platform are:

• Generative AI in Google Ads: One of the main new features is the incorporation of Gemini AI in Performance Max campaigns, which can automatically generate titles and other creative assets, optimising ad creation.

• Product Studio: Google has enhanced its Product Studio content creation platform, which now allows for the generation of customised product images, adjusting them to the brand's style with just a reference photo. The tool also makes it easier to create short videos and GIFs for social media promotions.

• Google Merchant Center Next: Combines technological innovation, such as artificial intelligence (AI), with a focus on accessibility, seeking to help both large brands and small businesses manage their inventories and campaigns more efficiently and effectively.

 

TikTok

TikTok has positioned itself as a leading platform to boost your brand, thanks to its abundance of creative content and innovative ads.

TikTok has over 1.600 million monthly active users. Targeting on TikTok will allow your brand to reach out to users, but primarily the platform appeals to Generation Z, with 67% of users aged 18-24. However, it is also seeing growth among other demographic groups, such as millennials.

To get the most out of TikTok, use dynamic and visually engaging content, including short videos, augmented reality (AR) effects, live streams and interactive experiences. TikTok best practices also suggest to diversifying your content to stand out with your ads, creating different TikTok formats to get more engagement. 

To build audience: Create authentic and engaging content, leverage viral trends, AR effects and live streams. Collaborate with relevant creators and integrate e-commerce with TikTok Shop to drive interaction and conversion.

TikTok is effective at all stages of the marketing funnel, but especially excels at the top stage (TOFU) to generate awareness through viral content, and in the middle stage (MOFU) to drive consideration through interactions and live streams.

New features to watch out for on the platform include:

• TikTok Shop: Advanced e-commerce integration that allows buying directly from videos and live streams, with new campaign optimisation and ad management options.

• TikTok Smart+: An automation solution that allows advertisers to optimise their campaigns in a smarter and more personalised way. By automating audience targeting, bid adjustment and creative selection, Smart+ aims to maximise the impact of advertising campaigns.

• TikTok Pulse: TikTok Pulse is a platform advertising tool that allows brands to amplify and position their ads alongside the highest performing and most popular videos on the app.

Snapchat

Snapchat is defined by its focus on sharing ephemeral moments and creating authentic connections, where virality and engagement play a key role.

Snapchat is one of the most popular platforms among the under 30 years, making it an essential meeting point to reach this young and dynamic audience. It reaches a monthly active user base of over 750 million monthly active users.
 
Snapchat is ideal for campaigns looking to increase visual engagement, leverage augmented reality tools and connect with young audiences in a casual and authentic environment. In fact, to increase your performance while advertising on Snapchat offer creative content to stand out your products. Also try using filters and videos for more engaging content.

To build audience: Snapchat, use custom lenses and filters to enhance engagement, create engaging content in Spotlight, and leverage Snap Ads in conjunction with remarketing strategies to engage and retain users.

Snapchat is best suited to the middle and upper stages of the marketing funnel, offering opportunities for audience interaction and relationship building.

New features to watch out for on the platform are:

• Snapchat+: Offers unique features such as advanced tools for content creators, including features to further customise filters and lenses.

• Spotlight expansion: This is the public content space where users can share short videos similar to TikTok. Snapchat has invested significantly in this feature to compete in the viral and easily consumed content market.

• My AI: My AI offers an interactive chatbot for personalised recommendations and further interaction, enhancing the experience within the platform.

Linkedin

LinkedIn focuses on building partnerships and creating authority in your industry, making it an essential resource for professionals and businesses. LinkedIn's monthly active users number more than 900 million people.

LinkedIn is especially valuable for B2B marketing strategies, recruiting talent, and building brand authority in the professional sector.

The most effective content includes articles, publications, case studies and content related to professional development. Videos and interactive posts are also gaining popularity, as are targeted ads aimed at professional audiences.

LinkedIn is especially useful in the middle and lower stages of the marketing funnel. At the top stage, it generates awareness through thought leadership posts and targeted ads. In the middle stage, it encourages consideration with valuable articles and case studies. Finally, at the bottom stage, facilitate lead conversion through lead generation campaigns and recruitment-focused ads.

Audience tips for your LinkedIn ads are: create valuable and relevant content that promotes authority and knowledge in your industry. Actively participate in groups, share engaging posts and use LinkedIn Ads to accurately target professional audiences are key strategies.


New features to consider on the platform are:

• LinkedIn Live: Live broadcasts have expanded, allowing brands to interact in real time with their audience and increase engagement.

• LinkedIn Creator Mode: Introduction of new tools that allow content creators to manage their professional presence more effectively, extending their reach and visibility.

• Enhanced Lead Generation Campaigns: The platform has optimised its advertising tools, allowing brands to obtain qualified leads more efficiently through smart forms and advanced targeting options.

X

Last but not least, let's go to X. It is a platform that offers exceptional value to brands that want to promote their products and connect with a highly active audience. At its core is real-time communication and accessibility. Monthly active users on X are more than 368 million monthly active users, with a large number of users between 25 and 49 years old.

X is positioned as a key platform for real-time conversations, community building and message amplification.

X is ideal for the top of the funnel, where awareness generation is key. Brands use it to build direct relationships, generate interaction and share viral content.

The most successful content on X includes informative threads, short videos, polls and visual content that encourages interaction. In addition, live streams and tweets with trending topics get a lot of attention.

X is especially effective in the early stages of the marketing funnel. At the top stage, it generates awareness through viral tweets, popular hashtags and trending engagement. In the middle stage, it encourages consideration with detailed threads and educational content that provides value. Finally, at the bottom stage, drive conversions with targeted promotions and targeted posts to key audiences.

There are multiple Twitter Ad campaign objectives but if you're looking for reputation monitoring, topicality and visibility, Twitter is your platform.

The new features to be taken into account on the platform are:

• Advanced monetisation tools for creators and brands: Subscriptions functionality has been strengthened, allowing creators and brands to monetise their content through exclusive subscriptions for their audience.

• Interactive ads in X Spaces: Live audio spaces now allow for the integration of interactive advertising campaigns, connecting brands with audiences in real-time and promoting more direct engagement.

• More advanced real-time advertising strategies: By integrating real-time data and trends, brands can create ultra-targeted campaigns tailored to ongoing events.

Want to get deeper? Download a full cheat sheet about Social Media and get your ads strategy ready for 2025.