Social media has changed dramatically over the past few years. Algorithms shift constantly, organic reach is harder to earn, and paid ads have become more competitive. For many SMEs, the question is: is it still worth the effort?

The short answer: yes – but only if you’re strategic.

1. Your customers are still there

Whether it’s Instagram for lifestyle brands, LinkedIn for B2B services, or TikTok for creative industries, your audience spends time on social platforms daily. Ignoring them means missing opportunities to connect.

Example: A local café might think Instagram is saturated – until they start posting behind-the-scenes content that draws in new customers from their own neighbourhood.

2. Organic reach isn’t dead – it’s evolved

While it’s harder to get free visibility, it’s not impossible. Authentic, high-value content still cuts through. Storytelling, educational posts, and short-form video are leading the way in 2025.

Tip: Focus on building a loyal community rather than chasing viral one-offs.

3. Paid social offers precision targeting

Social media advertising lets you target by location, age, interests, and behaviours – meaning SMEs can reach exactly the right people without wasting budget.

Example: A niche e-commerce store selling handmade dog accessories could run ads targeted only at dog owners within a 30-mile radius.

4. Social proof matters more than ever

When people discover your business, one of the first things they’ll do is check your social media. A well-maintained presence signals credibility. An inactive account can suggest you’ve closed.

5. The rise of social search

More users are now searching on TikTok, Instagram, and LinkedIn before Google. This means your profile acts as a mini-website. If it’s not optimised and active, you’re missing discoverability.

Making social media work in 2025

• Choose one or two platforms where your audience is most active.
• Invest in quality visuals and consistent branding.
• Use short-form video for better reach.
• Analyse your results monthly and adjust your approach.

Final takeaway:

Social media in 2025 is not about being everywhere – it’s about being strategic, consistent, and authentic. Done well, it’s still one of the most powerful tools SMEs have for brand awareness, trust, and lead generation.

Want a social media strategy that actually delivers? Opus 4 can create a tailored plan that gets results without wasting your time or budget.