Harnessing AI and Social Media Trends: A Guide for Small Businesses and Charities in 2025
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As a small business owner or charity leader (marketing manager or comms all-in-one human), staying ahead of the curve is no longer optional – it’s essential. But, the biggest issue we all face as marketers and non-marketers alike is quite literally the pace of change. It was a tad outrageous before covid-19; now we see an exponential explosion thanks to digital marketing changing so much, social media pivoting and new platforms emerging changing the game again, and well, a 2025 blog wouldn’t really be worth its salt if it didn’t mention AI. Generative AI specifically but this year we are going to see even more development in the technology. The marketing landscape is evolving at lightning speed, with AI and social media taking centre stage for the most part…i’ll chat about email marketing in another blog and on my socials. But don’t worry, I’m here to guide you through the buzzwords and trends, showing you how to use these tools to your advantage. And by advantage, usually ensuring you gain a bit of competitive advantage in a timeous manner - no point spending hours on something for limited return.
Before I delve in, there are quite frankly a billion social media / digital marketing / ai and data driven marketing trends for 2025 articles, data-capture walled pdf’s out there. I have worked my way through a fair few for this.
Cool, so if you’re still here then here’s the lowdown on what’s happening in 2025 for AI and Social Media and how you can thrive in this ever-changing digital world.
Hi, hello, let’s go…
AI: Your New Marketing Ally
AI isn’t just a futuristic fantasy anymore; it’s your new business partner < cool huh. Generative AI wrote that. It’s cheesy, I know. And this is my biggest warning to all my clients and blog readers. AI is just that - generative of historical web data. It can create unreal things yes, but it isn’t *really* creating anything new. And yes you can train it to be your brand voice over time, and it is pretty good at it actually (if you pay for it). According to HubSpot’s 2025 State of Marketing Report though, AI is revolutionising how we approach everything from content creation to customer insights. Here’s how:
Time-Saving Automation: Imagine having an AI co-pilot like HubSpot’s “Breeze” to handle repetitive tasks like scheduling posts or analysing data. That’s more time for you to focus on the big picture. Most SaaS platforms all have some form of co-pilot or another. Microsoft Edge has theirs. Google despite going back and forth on combating AI and prioritising E-A-T content, kinda going back on itself a smidge and going hard with their own option, Gemini. Key thing here is - use it to be advantageous, not replace quality content that will drive your organic growth, brand reputation and brand awareness.
Personalised Marketing at Scale: AI tools can segment your audience and tailor messages for them, boosting engagement. For example, AI-driven email campaigns saw an 82% increase in conversions last year. This is true and actually quite cool!
Content Creation Made Easy: Generative AI, like ChatGPT and Claude, can churn out blog drafts, video scripts, and even social media posts. You’re not replacing your creative spark – just adding a turbo boost. I was listening to a fabulous blog by The Digital Marketing Podcast and generative AI is already the vast majority of marketers' sidekick. I get it, something that a time-strapped marketing exec or manager or social media manager might take hours to write can be done in minutes with AI.
Wee word of warning though - it is superbly obvious what is generated by AI and not edited. If I see another ‘Let’s work together to create something blah blah blah’ - it hurts my soul every time.
Pro Tip: Start small by using AI tools for tasks like keyword research or audience analysis. The key is experimenting and adapting to what works best for your brand.
Social Media in 2025: Be Bold, Be Authentic
Social media isn’t just about pretty pictures anymore. Well, it’s been a long time since it’s solely been about pretty pictures - unless you post your month in review snaps on Instagram. It’s about storytelling, community, and, yes, a little entertainment. Hootsuite’s Social Media Trends Report highlights some big shifts:
Creative Experimentation: Gone are the days of rigid brand guidelines. Businesses are loosening up and experimenting with bolder, platform-specific content. Think playful TikToks or heartfelt Instagram Reels. Keep an eye on TikTok though - y’know, legally. Authenticity is a good shout to include in your digital planning. Treat social media differently from other areas of marketing which do need a more structured brand presence. Key thing to note though is video is still key on Instagram despite a lot of chatter on them de-prioritising reels with the TikTok content takeover of social market share. Well, people’s time share more so.
A good mix of this can be seen with The Ceic Company. They have a strong brand palette on their Instagram profile but they use stories and reels to keep things real and show that deeper level of authenticity which extends beyond their caption copy:
Micro-Virality: You don’t need to go viral to succeed. Smaller, targeted moments of virality often lead to better engagement with niche audiences. Just don’t be aiming to go viral for the sake of it. Brands that can successfully jump onto trends do it well and don’t deviate too far from their mission/brand objectives.
For example: the M&S and Aldi Caterpillar Cake war at the moment is genius, hilarious and keeping both brands front of mind by latching onto the popularity of BBC’s The Traitors UK:
Social Listening: This is about tuning into what your audience is saying online – not just to respond but to proactively refine your strategies. For example, understanding chatter about delays helped brands roll out real-time solutions, boosting trust and sales. You can do this through Meta Business Manager which is becoming more user friendly as it advances. If you have a specific social media scheduling platform or CRM with social integrations it may depend on the package you have - sometimes upgrades or add ons are required for specific social listening analytics.
Pro Tip: Engage with your audience in the comments section. A thoughtful response can do wonders for your brand’s authenticity and visibility.
Content That Connects
Content is still king, but the crown now belongs to visual and short-form formats. According to HubSpot, short-form videos and images deliver the highest ROI, with social shopping tools growing in importance. Meanwhile, long-form content like blogs and podcasts is ideal for building authority and trust. None of this is really anything new, it’s been the same for a number of years now, but it’s how you execute the content that’s the important thing to remember. Quality over quantity. I know there are lots of social accounts or web articles which state that you need to post on Instagram (for example) multiple times per day to grow a following. It can be true, if what you have to put out there into the big wide world is of value to get people to stop and notice your content in all the noise.
Here’s how to make your content pop:
Repurpose Like a Pro: Turn a single blog post into an Instagram carousel, a LinkedIn article, and a podcast episode. HubSpot’s “Content Remix” tool makes this process a breeze. But if you don’t have Hubspot, a strong filing system will be your friend.
Tell Your Story: Show your human side but try to be as innovative as possible. Maybe mix it up - do some of the ‘Hi, I am the CEO video posts’, which we have seen a tsunami of on LinkedIn since it became obvious that authentic, not too polished content was gaining more traction. Whether you’re a charity promoting your latest cause or a small business celebrating a milestone, personal stories resonate deeply - especially for charities. Service user led content will always build brand advocacy in a more powerful way.
Leverage Influencers: Partner with micro-influencers who align with your values. Their niche audiences are more likely to engage meaningfully with your brand. Be careful though, I have seen some charities jump on a bandwagon recently with no affiliation to someone. If done right, it works! But if done in the wrong tone it can be detrimental. Don’t be ‘giving pick me’...
Key Trends to Watch
AI-Powered Reporting: Say goodbye to guesswork. AI can analyse your campaigns and give you clear insights into what’s working and what’s not. Now this is exciting! Again though with all things AI related, checking is the aim of the game. It may do the bulk of the grunt work for you but you still need to know your stuff to be able to make meaningful steps forward.
Brand-Led Content: Consumers are looking for businesses that share their values. Highlight your commitment to sustainability, community, or inclusivity. This has been growing in Gen-Z for a while now but we can see it filtering down into millennials and Gen-X. I say these buckets of people kind of lightly as in a lot of ways a massive portion of your demographics won’t fit into the ‘Millennial’ model.
Hybrid Campaigns: Blend traditional strategies with cutting-edge tools. For example, mix an old-school email campaign with AI-driven personalisation for maximum impact. It may add a layer of complexity but it could be what wins in the long run.
Social Media as Customer Service: Quick responses to DMs and comments aren’t just nice – they’re expected. Streamline this with tools like Hootsuite’s “Social Customer Care”. Literally - I am not even sure if this can be a trend to watch to be honest as it should be your bread and butter. Poor Customer service on social media affects everything.
P.S. If you're feeling overwhelmed or need some extra support, I am always here to lend a helping hand. I can help you develop a tailored marketing strategy that suits your unique needs and budget. Let's work together to make a real difference!
The Takeaway
The future of marketing is bright, but it’s also fast-paced and dynamic. AI and social media are your allies in this journey, offering tools and strategies to make your life easier and your campaigns more effective. By staying curious and adaptable, you can turn these trends into opportunities to grow and connect with your audience.
I guess I could say something Ai-like such as “Let’s embrace 2025 with a sense of adventure and a dash of creativity”. Honestly I am cringing even writing that. Look, 2025 gives you a new opportunity to evolve, evaluate and try new things in the digital marketing space. AI can definitely help you along the way and I can help you too! I work on an hourly rate basis so if you need half a day a month, I can offer that. I know what it’s like dedicating time to marketing your business or charity. It’s tough going alongside everything else. I love marketing, so you don’t need to … too close to the bone? Maybe a bit Aldi vs M&S of me ha!
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Disclaimer: This blog post is for informational purposes only and should not be considered financial or legal advice.
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