What are the social media rules for brand success?

Campaign ME

06-02-2025

When's the last time you stopped to ask yourself why a brand failed? Not just in the 'Oh, their product was bad' kind of way, but really looked under the hood? I'll tell you why: brands fail when they're stuck in traditional marketing.
Audiences want more—they want to see content that speaks directly to them. The days of 'set it and forget it' branding are over. It's time to adapt social media strategies or fade into irrelevance.
Stop blaming the algorithm: It's on you
The algorithm is a mirror; it reflects what audiences want to see.
Blaming the algorithm is the easy way out. As James Stephen, better known by his online alias, MrBeast, puts it, 'stop blaming the algorithm—it's on you.' The algorithm isn't out to get you; it's built to give people what they want.
If your content isn't performing, the problem isn't the platform—it's the value (or lack thereof) your content provides. The algorithm is smarter than you think. It knows when your audience is hooked and when they're scrolling past.
Look at the account odd.mktg on Instagram. In just 50 days, they built a massive audience—300K+ followers, 27 million monthly views—by leveraging AI-driven storytelling through their virtual influencer, Avani. Instead of chasing trends, they produce hyper-relevant content that breaks down marketing moves from global brands in a way that's fun, insightful, and shareable.
The result? Engagement from some of the biggest names in business – Kim Kardashian, Nas Daily, Charlotte Tilbury, AI thought leaders, Shark Tank investors and many more. Create what users want to see, not what you like.
Speak the language of your audience
Another truth bomb: It doesn't matter if you're a B2B company, a startup, or a corporate giant. Your content must speak the language of your audience—literally and figuratively.
Even if you're targeting niche industry leaders, remember this: they're human too. That CEO you're aiming for? They're consuming content while lounging in their pyjamas after a long day. The trick is to target the macro to attract the micro. Make your content engaging, relevant, and valuable, and it will reach the right eyes—whether they belong to a teenager or a seasoned executive.
Look at LinkedIn's top-performing content. It's not polished, corporate jargon—it's personal stories, insights, and real experiences that feel human. Brands that adopt this approach, like Hubspot – have built massive followings by making their content engaging, not just informative.
Nobody's too busy for good content—they're just too busy for bad content.
Finding what works for your brand
Struggling to figure out what works for your brand? You're not alone. The biggest challenge isn't a lack of creativity—it's not knowing where to start.
Here's a game-changing strategy: create a dummy social media account. Instead of endlessly scrolling through random content, curate your feed with 100 pages in your niche—brands, creators, and influencers who inspire you. This isn't copying – brand managers need to immerse themselves in the content landscape, spotting trends, and identifying what resonates.
Pay attention to what catches your eye. What posts make you stop scrolling? What styles, formats, and messaging feel aligned with your brand? Use this as a launchpad to test and refine your approach. Your brand's winning formula isn't hidden—it's right in front of you. You just need to train your feed (and your mind) to see it.
'Edu-tainment'
Don't just educate—entertain.
But no, you don't have to dance on camera. Edu-tainment is about combining value with engagement. The first three seconds of your video are critical; they're your hook. Build an engaging storyline, provide real value, and leave your audience wanting more. And don't forget the CTA (call-to-action) to rehook them at the end.
Think about Duolingo. Their social media isn't just about language learning; it's playful, humorous, and highly shareable. They've turned education into entertainment, and as a result, they've built a massive, engaged community. Viral content doesn't just inform—it connects, entertains, and inspires action.
Speaking of inspiration, let's talk about Employee-Generated Content (EGC). You've heard of User-Generated Content (UGC), right? EGC is its cooler, more authentic sibling. Who understands your brand better than the people who live and breathe it every day? Let your employees tell their stories. It's raw, it's authentic, it's relatable and incredibly effective. You can't buy that kind of authenticity – it's storytelling from within. Every employee's voice adds a layer of authenticity that money can't buy.
The result?
Consistent engagement, stronger client relationships, and a community that feels like they're part of your journey, not just spectators. EGC dominated 2024, and trust me, it's going to slay in 2025 too. Brands like Tesla and Shopify thrive on EGC. Instead of generic corporate posts, they share behind-the-scenes insights, personal experiences, and expertise—making their content more authentic and engaging. Encourage your team to share their stories—it's the most organic way to build trust and engagement.
Avoiding the two-lane traffic of mixed audiences
One mistake I see brands and creators making all the time? Mixing content of two different languages on the same page. It's like trying to drive on two parallel Sheikh Zayed Roads at the same time: one for Arabic speakers and one for English speakers. These roads never intersect. Trying to cater to both audiences on one page dilutes your message and confuses the algorithm.
Also, mixing English content with Arabic subtitles (or vice versa) doesn't work. Dialects and accents also play a huge role in attracting the right audience. Your audience expects precision and clarity, not a mashup. If you're targeting two different groups, give each one its own lane.
Two languages? Two pages. Period.
The bottom line: Connection is king
Brands don't fail because of bad products. They fail because they don't evolve. Traditional marketing is too slow, too broad, and too impersonal for today's fast-moving, highly selective audience. The bottom line? Stop blaming the algorithm. Focus on your audience. Speak their language, grab their attention, and never let go. Whether you're a global corporation or a small business, the rules are the same.
Content isn't king anymore—connection is. And that connection? It's on you.
By Mahdi Shafiei, Founder, Trifid Media