What’s Actually Working on Social Media (& Why Your Reach Is Tanking 🫣)

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Let’s have a heart-to-heart, shall we? If you’ve been muttering under your breath about the Instagram algorithm or wondering why your TikTok views suddenly ghosted you, I’ve got some real talk for you:

It’s probably not the algorithm (although, they are doing some funky things behind the scenes).

It’s your content strategy.

Now don’t panic — this isn’t a roast. It’s a reality check.

The good news, though, is you’re not the only one stuck in 200-views-per-video jail. It’s happening across the board. So, how do you get out of that funk?

Today, I’m shedding some light on what’s actually happening and what’s working right now across platforms so you can stop spinning your wheels and start showing up with confidence.

What’s Not Working Anymore? 🤔

I really hate to be the bearer of bad news….a nah, who am I kidding!?

🚨 SPOILER ALERT 🚨

The same old Canva graphic you’ve been reposting for the last two years? You know the one I’m talking about…

It’s got like 8 lines of tiny text and a quote that reads like it was pulled from a motivational poster in your dentist’s office. Yeah! That one! It’s probably not pulling its weight.

But that’s not all. Here are a few other things that just aren’t hitting the way they used to:

• Text-heavy graphics with no visual hook

• Posts without a clear CTA or emotional punch

• Ignoring comments, DMs, or the actual conversation

• Sticking to just one type of post (all Reels or all carousels or all stories, etc.)

• Ghost-posting: publishing and immediately peacing out (you know who you are)

• Strictly educational content

The truth is, the algorithm doesn’t owe you anything, ESPECIALLY reach.

You have to earn it by being engaging, entertaining, consistent, and willing to experiment!

But, to be frank, more and more people are lurking, being stingy with their likes. Making each double tap even more meaningful and precious.

So! If they find something funny or relatable, they’re sharing it with their friends, which is why Shares have arguably become every platform’s most important KPI (key performance indicator), IMO.

So, What Is Working Right Now…Like Today?

Glad you asked!

Rest assured, social media isn’t dead 💀 — but your approach might be. Right now, user behavior, content consumption preferences, and even algorithms are changing (YES…AGAIN!).

What worked in January is already obsolete, and if you’re not keeping up, you’re falling behind.

So, here’s what’s working and what the platforms are favoring mid-2025:

Instagram 

Reels are still thriving, but not just any Reels — ones that tell a story, open strong, grab attention and offer value or entertainment. Carousels are back too, especially when they’re packed full of goodies. Collab posts? Absolutely. Story stickers and replies? Double yes. But try to keep your story posts to 1-2 per day or as a single slide, because views drop SIGNIFICANTLY after the first 2 stories.

TikTok 

Personal storytelling is where it’s at. Unpolished, authentic content is winning over hyper-produced videos. People are filming tidbits in their cars, in their untidy kitchens, relaxing in the backyard, while out on a walk…wherever! And viewers are eating it up! The more authentic and casual, the better. And surprisingly, longer-form TikToks are also making a comeback (yep, 60-90 seconds if it’s GOOD).

Threads & Bluesky 

Quick thoughts, hot takes, and relatable commentary are best here. These platforms reward your ability to be human. Reposts and replies = more visibility. But keep in mind, you get out of these platforms what you put in. I’ve seen massive tanks in reach and engagement after just taking even 24 hours off from posting or engaging on the platform. Out of the two, Threads is by far the most high-maintenance.

LinkedIn 

Thoughtful, witty, quirky, scroll-stopping posts that either inspire reactions or spark conversations are your best best on LinkedIn. Recently, some guy named Nick Power (he’s actually a really cool human being), Head of Marketing at Noun Project was all anyone could talk about. His approach? To be chill, casual, and human by really just connecting with people and saying the things we’re all thinking, out loud, in lower case. But, if your more of a traditionalist, carousels, mini case studies, and real numbers are still strong producers. If you can tell a story AND teach something, you're golden on the briefcase 💼 app.

Rethinking Your Content Strategy with The SOCIAL Effect

If you’ve been blaming the algorithm instead of looking at your strategy... this is your sign to switch it up.

We now use something called The SOCIAL Effect. It’s our ✨secret sauce✨—a framework that helps simplify and supercharge how small businesses show up online.

Here’s a bird’s eye view of how the framework starts:

S — Spark: Will this content grab their attention and spark action?

O — Ownership: How does this content establish voice and authority?

C — Connection: Is this content relatable and does it share the brand’s story?

I — Influence: Does this content influence the audience? How?

A — Action: What’s the Call to Action and where do they go from here?

L — Loyalty: Is this content inspiring loyalty and building community?

Me and my team build strategies using this format so our clients know exactly what to expect, why a post is the way it is, and how we determine success on their behalf. We also make sure every KPI ties back to a business goal…allowing us to prove ROI more clearly.

But at the end of the day…it’s also our goal to make sure we put the ✨SOCIAL✨ back into social media. I mean, I didn’t call our agency Just Be Social for nothing!

❌ Less “hey! buy from us!”

✔️ And more “hey! come join our little corner of the internet!”

Want to See What This Could Look Like for You?

Let’s talk. I’m offering 3 free 30-minute strategy calls in June where I’ll help you:

• Analyze what’s going wrong

• Audit your current content

• Plug you into our new SOCIAL Effect strategy framework

You’ll leave with real insight and a custom roadmap to level up your social.

✨ Book your free call here: STRATEGY CALL

The goal of The Social Corner is to bring you all the latest tips, tricks, and insights about social media. We’d love to have your feedback! 🫶