Social media has become an increasingly fundamental part of our modern culture and communication. Gone are the days of traditional advertising. In 2025, to build a brand, whether for a business or a personal brand, posting on social media is essential. 

I often hear people say that social media, particularly TikTok, has become oversaturated and that it’s a lot harder to grow a following in 2025 than it was five years ago. The COVID-19 pandemic in 2020 definitely played a role in our increased social media usage, which led to the rise of TikTok’s popularity and an influx of new creators and businesses. These accounts were gaining a lot of traction, and it was happening quickly. In 2020, if one of your videos went viral, you instantly had followers, but unfortunately, that is not the case today. It might seem like that was the best time to get on social media, but growing a following in 2025 is still very much possible.

1. Stand Out

It’s true that social media has become quite oversaturated, so it’s important to stand out. Consider what your brand is, and take a look at what similar brands are already doing online. The harsh reality is, there’s probably a ton of other accounts already doing exactly what you’re trying to do. Even if your content is similar to others, find a way to put a spin on it that sets you apart from everyone else. 

2. Provide Value

The key to gaining a following in 2025 is to provide value to your audience. It’s crucial to give people a reason to want to follow you. This can be accomplished in many different ways. Your content could be humorous and make people laugh, you could teach your audience how to do something, you could post news updates for others to follow along with, or you could show users something to aspire to. Whatever it is, if you’re providing some sort of value, people will follow along. 

3. Post Consistently 

There is no shortage of content online. If you’re not posting, your competitors are getting the attention that could’ve been yours. Consistently posting is necessary to stay relevant in your audience’s mind, as well as to increase reach and attract new followers.

In today’s social media landscape, it’s vital to be strategic in your efforts. With the right tactics, your brand will find the right audience and build a community online.