The New Rules Of Social Media: How Businesses Can Thrive In The Digital Future

In just over a decade, social media has transformed from a personal networking tool into a powerhouse of commerce, communication and culture. Platforms like Instagram, TikTok and YouTube now dictate trends, shape consumer behaviours and redefine what it means to engage with an audience. But the rules of the game are changing. For businesses – especially those focused on fashion, beauty or other lifestyle categories – simply ‘having a presence’ is no longer enough. To thrive in this dynamic, digital-first marketplace, they must understand and embrace the new rules of social media. 

The Shift To Authenticity 

The clearest chance is that today's consumers crave authenticity. They are no longer impressed by glossy, overly curated feeds or generic marketing messages. Instead, they connect with brands that feel human, relatable and real. This shift has been particularly evident on platforms like TikTok, where lo-fi, behind-the-scenes content often outperforms polished advertisements. Businesses must therefore learn to tell stories that resonate on a personal level, for example, showcasing employees, sharing unfiltered moments or highlighting customer success stories to foster a sense of trust. As authenticity becomes the currency of social media, brands must focus on being transparent, vulnerable and aligned with their audience's values. 

This idea was confirmed by a recent report written by digital marketing specialist Isabella Sara Novack and published by SmartBuyGlasses.com. “Authenticity and relatability resonate more than aspirational imagery, as do comfort-first designs and accessible price points,” she writes. In an accompanying survey of 1,000 Americans aged 20 to 65, covering a wide demographic from Gen Z to Boomers, Isabella says the data paints a clear picture: consumers ultimately prioritise what feels good and functions well. “Across age groups and genders, ‘comfortable’ is the preferred way to describe one’s style, luxury is widely dismissed as overrated and […] affordability, not high-end labels, wins consumer loyalty.” Interestingly, when asked what most influences their daily outfit choices, respondents across all demographics mostly selected weather and mood, highlighting a preference for practicality over passing trends – and only 5.8% selected social media. 

That said, the data does throw up some interesting contrasts. “When asked where they find style inspiration, online stores and Instagram were the top two choices, with friends also playing a meaningful, though less significant role,” explains Isabella. “[It seems] while social media is a key source of inspiration overall, it plays a minor role in day-to-day decisions.” 

Video Remains King 

The dominance of video content on social platforms cannot be overstated. With the explosive growth of TikTok and Instagram Reels, short-form video has become the preferred medium for engagement. On LinkedIn, video posts receive significantly more interaction than text-based ones, while platforms like YouTube continue to serve as a cornerstone for longer, high-value content. For businesses, this means investing in video production is no longer optional.  

However, successful video content doesn’t necessarily require a Hollywood budget. Instead, it demands creativity, storytelling and an understanding of platform-specific trends. Whether through product demonstrations, expert interviews, or even user-generated content, businesses must prioritise video in their social strategy. 

“Short-form video continues to be the best way to reach people quickly,” agrees social media manager Caitlin Jardine. “It works because it feels informal, authentic and easy to consume. Highly polished content often feels forced and gets skipped. Audiences are more drawn to spontaneous clips that feel honest and personal. In fact, personalised content is now expected. People want brands to acknowledge them directly, whether through tailored suggestions, interactive polls or using their name in a message. This is what builds connection and drives engagement.” 

Social Commerce: The New Frontier 

Social media platforms are increasingly becoming shopping destinations too. Instagram Shops, TikTok Shopping and Pinterest’s buyable pins are just a few examples of how social commerce is changing the retail landscape. For businesses, integrating e-commerce capabilities into social strategies is essential. The key to success in social commerce lies in seamless experiences. Consumers should be able to discover, evaluate and purchase products without ever leaving the platform. High-quality visuals, compelling calls-to-action and influencer partnerships can further enhance the social shopping journey. Even for B2B businesses, social commerce presents opportunities. LinkedIn, for instance, has introduced features for promoting services, driving lead generation and nurturing professional relationships. 

The experts see social commerce as the direct bridge from discovery to purchase. Brands can now host live streams, tag products, and track everything. The results? Higher conversion rates and easier ROI tracking via CTRs and attributed revenue. “Consumers are growing more comfortable buying direct, and if done well, it can unlock a huge revenue opportunity,” says Ryan Martin, head of strategy at Wunder Social. “In TikTok videos or IG Lives, viewers can click ‘buy’ right away. It’s fast, fun, and transactional – marketing that turns viewers into customers before they even leave the app.” 

In short, social commerce has the potential to collapse the distance between discovery and purchase. “For direct-to-consumer brands, it’s all about removing that friction,” explains Adam Biddle, CEO and founder of social agency GH05T, who’s worked on social media campaigns with Lily Allen and Fat Boy Slim, as well as global brands such as HSBC and Amazon. “Why send a user to your site when they can check out directly from a post?”  

Influencers: More Than Just Reach 

Influencers are no longer just intermediaries; they are powerful brand partners. From macro-influencers with millions of followers to micro-influencers who cater to niche communities, these individuals can help businesses connect with audiences in authentic and impactful ways. 

But the new rules of influencer marketing emphasise collaboration over sponsorship. Brands that involve influencers in co-creating content or developing products are more likely to see genuine engagement. Additionally, businesses should consider diversifying their influencer partnerships to include thought leaders, employees and even loyal customers.  

“Influencers are no longer just brand amplifiers, they are co-creators and tastemakers,” confirms Adam. “The most forward-thinking fashion labels are involving creators at the product development stage, not just the promotion phase. This leads to more relevant, culturally attuned collections and it also means creators bring in communities that feel a real sense of ownership, which translates directly into hype and sales.” 

However, experts like Steph Ward, founder of Forward Marketing Solutions, caution that trust in major influencers is on the decline. “As we’ve already mentioned, today’s audiences want authenticity,” she says. “Micro-influencers, including employees and loyal customers with smaller but highly engaged followings, are often more effective. It’s less about reach now and more about genuine connection.” In Steph’s eyes, there are a few things that really work in terms of influencer marketing. “Short-form video remains king – reels, TikTok, YouTube shorts – and it seems brands are focusing more on community-building rather than just pushing content.” 

Gone are the days when follower count was the ultimate measure of success too. Today, brands are focusing on building engaged communities rather than amassing passive audiences. Platforms like Discord, Facebook Groups, and even Instagram Close Friends allow businesses to foster deeper connections with their most loyal supporters. Community-building requires active participation though. Businesses must engage in two-way conversations, respond to feedback and make their audience feel valued. By prioritising community, brands can cultivate long-term relationships that drive loyalty and advocacy – plus, the experts agree micro influencers are more effective in building this. “Micro influencers tend to have a smaller but more loyal following, which gives their recommendations more weight,” explains Caitlin. “Their content feels more like a genuine recommendation than an advert, especially when it’s integrated naturally into a routine or story.” 

Return On Investment & The Influence Of AI 

While the consensus suggests social media can still deliver excellent return on investment, the caveat is only with the right approach. “The most successful brands tend to focus on the platforms their audience actually uses; strike the right balance between paid and organic content; set clear goals – whether that’s sales, sign-ups or brand awareness; and track results and adjust campaigns in real time,” says Steph. In Adam’s view, ROI measurement must focus on both social performance and commercial performance. “The two are very different but equally important to understand, both individually and in how they work together. While platforms are improving their attribution tools, robust reporting requires the ability to measure everything end-to-end. That’s why good third-party tools and the right people to analyse the data are essential.” 

As for AI, the view is that it’s helping cut costs and speed things up, but clear strategy and authentic content still drive real results. “The businesses that test, learn and stay true to their brand are the ones that stand out,” adds Steph. “Artificial intelligence tools like ChatGPT and image generators are changing how content is created, making it quicker and more cost-effective. Many businesses now rely on AI for tasks like writing captions, scheduling posts and handling basic customer service. It’s not replacing people just yet, but it’s certainly helping streamline the process.” 

Caitlin concurs: “AI has become a useful tool behind the scenes, helping with ideation, outlining and refining tone. But using it to fully replace the human voice risks damaging trust. People can usually tell when something feels off, and content that sounds generic can quickly turn audiences away. Brands should focus on using AI to support human creativity rather than lead with it.” 

Where AI – perhaps more than social media – can help businesses gain traction and acquire customers and convert sales, is through tools that make the purchasing experience feel much more personalised and interactive. “With tools like virtual try-ons, customers can see how things look before they make a purchase, which helps reduce returns and boosts engagement,” explains social media and influencer marketing specialist Roisin Leopold. “AI supports other parts of the experience too, like powering customer service chatbots and helping businesses offer faster, more helpful support. On the social side, AI can analyse engagement trends and content performance, so companies can better understand what resonates with audiences and create content that connects.” 

The Future Is Social 

Social media is no longer just a marketing tool – it’s a critical component of business strategy. By understanding and adapting to the new rules, businesses can not only survive but thrive in the digital age. Whether it’s embracing authenticity, leveraging video, or fostering communities, the opportunities are endless for those willing to innovate. “Looking beyond likes and views is essential,” concludes Caitlin. “Brands should focus on whether people are commenting, clicking through or saving a post. These actions give far better insight into what’s working and where content could be improved. With built-in analytics and accessible tools, there’s no reason not to take a more thoughtful and informed approach.” 

“Beyond likes and followers, brands are also tracking conversion rates, customer lifetime value (CLV), ROAS, and sentiment analysis,” adds Ryan. “It’s about real return, not vanity metrics.” It’s a similar sentiment echoed by Adam. “We are seeing a shift toward engagement quality over quantity,” he says. “Save rates, direct messages and shares are more valuable indicators than likes. Brands are also tracking community growth, brand sentiment and creator return on investment. Compared to traditional KPIs, these new metrics offer a more nuanced picture of impact, especially in campaigns that are more about cultural relevance than immediate conversion.”

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