Social media is constantly changing. That is nothing new, and it has been that way from the beginning. Throughout the year, there are constant tweaks to the algorithm. For example, Instagram may emphasize Reels and push that content, only to later pivot toward carousels. We're left guessing and scrambling to keep up. Oh, and then there's AI.


As we forge ahead into 2025, with everything happening and changes on the horizon, what does it take to stand out on social media today?


How about authenticity ...

While it may sound alarming to think about the rapid shifts in social media, let's pause and reflect. For some, it’s not only alarming but also disturbing and troublesome. But is it really all that bad? I’m here to say that despite the ever-evolving nature of social media, there’s never been a better time to use it as a brand. We simply need to adjust our tactics and strategies (and even expectations).


While we often refer to social media as a catch-all term, it’s important to recognize that each platform has unique algorithms. Even within Instagram, there are separate algorithms for posts, Reels, and Stories. With everyone vying to cut through the noise, the big question remains: How?


How about authenticity ... again.

No, I don't mean every post needs to be videos of you crying in your car because you lost a sale. As production quality ramps up and AI becomes more ubiquitous, what truly stands out is humanizing your brand. Maybe for some, authenticity means snot-bubble sobbing on camera, but for most, it’s about stepping out from behind the curtain and showing that real, everyday people are involved.


I’ll admit: I’m not the best at this. When I launched Trail Builder Magazine, I intentionally posted articles two to three times a year (and still do) to give readers and followers a behind-the-scenes look at how I was (and am) building a media platform from scratch with no startup funds. Every time I shared these updates, I was pleasantly surprised by the engagement they received. People seemed to resonate with the grassroots nature of the magazine and the fact that it’s run by a solopreneur rather than a large media conglomerate.

The same thing happened when I reacquired Loam Coffee Roasters almost two years ago. I committed to personalizing the brand and sharing its story. The more I infused myself into the brand, the more people responded. It’s something I was hesitant to do before selling it the first time, mistakenly thinking people didn’t care. I was wrong.


Social media is still about being social—showing up, being present, and engaging. As a brand, it’s an excellent opportunity to stand out and humanize your business. In 2025, authenticity isn’t just a buzzword; it’s the strategy that can set your brand apart in an increasingly digital and AI-driven world.