beyond the like

Rethinking Social Media Marketing in 2025

BY MICKEY LAU

Remember when all we had to do was post a pretty picture, throw in a few hashtags, and watch the likes roll in? Those were simpler times. Fast-forward to 2025, and social media marketing feels more like navigating a moving target — while blindfolded, juggling flaming torches, and trying to sell candles.

For those of us in the gift and homewares industry, the game has changed.

Platforms like Instagram, Facebook, TikTok, and Pinterest are no longer just places to “build brand awareness.” They’re digital shopfronts, customer service desks, content studios, and — let’s be honest — sometimes a full-time job in themselves. The catch? Just being there isn’t enough anymore.

Organic reach? It’s practically on life support. Algorithms shift without warning. Paid ads cost more and deliver less. And still, we’re told to “just post consistently.” But here’s the upside: brands that do cut through the noise aren’t necessarily the biggest or loudest — they’re the most authentic.

Some of the best-performing content I’ve seen lately hasn’t come from big-budget campaigns — it’s from small-to-medium businesses sharing raw, relatable, behindthe-scenes moments. Think: your team packing orders on a rainy Monday, a quick product styling tip shot on your phone, or a happy customer unboxing something they love. That kind of content builds trust — and trust sells.

Let’s talk about the “buy” button in the room: social commerce. It’s on the rise, whether we like it or not. TikTok, Instagram, and even Pinterest are blurring the lines between content and checkout. And while Australia hasn’t jumped on it as fast as other countries, it’s coming. If your social strategy doesn’t lead somewhere shoppable, you might be missing out on more than just engagement.

Now, I’m not saying we need to chase every shiny trend or do awkward dances just to stay relevant. But we do need to be intentional. What does your audience actually care about? What stories can you tell that reflect the heart of your brand? If your content doesn’t connect on a human level, it’ll get lost in the scroll.

So as we roll into the back half of 2025, take a moment. Look at your social media through fresh eyes. What’s working? What’s just noise?

What’s one thing you could try that feels fun again?

Social media might be more chaotic than it used to be, but it’s still one of the most powerful ways to turn browsers into buyers — and followers into fans. Let’s not waste that.