EP. 034 | The State of Social Media + Content Creation in 2025
Podcast Summary
Is social media giving you Black Mirror vibes lately? In this episode, I'm breaking down the major shifts happening in social media and content creation in 2025. Drawing from my decade of experience in content marketing, I explore why everyone's feeling fatigued, what "late-stage social media" means for your business, and why being just a "creator" isn't enough anymore. You'll discover why this seemingly scary shift might actually be the biggest opportunity for small business owners who want to build genuine connections online.
Episode Highlights
Understanding late-stage social media and its parallels to shopping mall decline
Why social media fatigue is becoming a universal experience
The rise of digital detoxes and mass unfollowing
How consumption patterns have changed on social platforms
The difference between being a "creator" versus being "creative"
Why traditional content creation methods aren't working anymore
Predictions for the future of social media and content creation
Resources and tools mentioned
Want to create a sustainable content system and strategy in 2025? Join my signature program and community, The Content System: https://www.amberfiglow.com/thecontentsystem
The State of Social Media and Content Creation in 2025: A Wake-Up Call for Small Business Owners
After spending over a decade in the content marketing industry, I've witnessed countless changes in how we create and consume content. But nothing quite compares to what we're seeing in 2025. If you're feeling overwhelmed or confused by the current state of social media, you're not alone. Let me break down what's really happening and why it might actually be good news for small business owners.
The Rise of Late-Stage Social Media
Remember shopping malls? If you're a millennial like me, you've watched their slow decline over the years. They desperately tried to stay relevant with endless sales and gimmicks, ultimately losing sight of what people actually wanted from a shopping experience. That's exactly what's happening to social media right now.
We're seeing platforms desperately trying to be everything to everyone. Instagram wants to be TikTok. TikTok wants to be a shopping network. LinkedIn is adding video tabs. While this might sound innovative, it's creating an exhausting experience for both creators and consumers.
The most concerning part? Organic reach is plummeting harder than ever. Algorithms are becoming increasingly unpredictable, and every post seems to be pushing a sale. This isn't sustainable for platforms, creators, or consumers.
Understanding Social Media Fatigue
There's an elephant in the room we need to address: everyone's tired. Your audience is tired. You're tired. I'm tired. We're experiencing unprecedented levels of social media fatigue, and it's manifesting in several ways:
Mass Unfollowing: People are ruthlessly cleaning up their social media feeds, unfollowing accounts for both big and small reasons.
Digital Detox: This isn't just a buzzword anymore. People are setting strict boundaries around their social media use. I personally don't touch social media for the first two hours of my day.
Passive Consumption: While people are still online, engagement has dramatically changed. We might double-tap a post, but meaningful interactions are becoming rare.
The Creator vs. Creative Paradox
Here's a truth that might ruffle some feathers: everybody wants to be a creator, but nobody wants to be creative. Being a "creator" has become either a dream job or a perceived requirement for business success. We've even seen the rise of "EGC" (Employee Generated Content) alongside the familiar UGC (User Generated Content).
But what are we actually creating? We're all:
Using the same trends
Applying the same filters
Following the same video editing styles
Even pouring coffee into the same Amazon-bought cups
We've been trained into a systematic content creation practice where we see a trending audio, copy the format, change our outfit, and repeat. While systems and formulas can be valuable (trust me, I'm a systems girl), we're losing the creative spark that made content creation enjoyable in the first place.
Future Predictions: The Voyeur Era
Based on current trends, I believe we're entering what I call the "Voyeur Era" of social media. Here's what I expect to see:
Rise of "Real" Style Content: Think reality TV - seemingly authentic but actually carefully curated.
Pushback Against Polish: Perfect, studio-quality content might become less appealing.
Forced Authenticity: Major platforms will likely try to replicate BeReal's spontaneous moment capture.
Evolution of Influence: Traditional influencer marketing will shift toward more relatable, everyday content creators.
The Silver Lining for Small Business Owners
Here's the plot twist: while this might all sound concerning, it actually presents a massive opportunity for small business owners. While others chase perfection and formulaic content, there's now more space for:
Building genuine connections
Being truly social on social media
Creating sustainable content strategies
Focusing on quality over quantity
Prioritizing authentic engagement over vanity metrics
How to Approach Social Media and Content Creation in 2025
As we navigate these evolving digital waters, the path to success in 2025 isn't about chasing the biggest following or best analytics. Success comes from genuinely caring about your audience and building sustainable content practices. The creators and businesses that will thrive aren't those endlessly churning out formulaic content – they're the ones fostering real connections and providing genuine value to their communities.
While the current state of social media might feel overwhelming, we're at an exciting turning point. Instead of getting caught up in the content creation hamster wheel, now is the time to focus on meaningful interactions. The platforms and algorithms will continue to change, but authentic relationships with your audience will always remain valuable.
The future of social media might look different than we expected, but for those willing to adapt and prioritize authenticity, it's full of opportunities. The key is finding an approach that works for both you and your audience – one that you can maintain without burning out. Remember, social media is just a tool. The real value comes from the connections we build and the impact we make.