Archives May 2025

If you’re unsure where to spend your time on social media in 2025, you’re in the right place.

We’ve helped dozens of businesses sharpen their online presence, grow followings, and turn attention into sales. Without needing to be on every platform. From Facebook and LinkedIn to TikTok and newer channels, we’ve seen what actually works through hands-on experience.

This guide covers:

• The best social media for business this year
• Smarter ways to manage your time and content
• Tips to connect with your target audience using content that feels human

Social media now drives visibility, reputation, and relationships. It helps you attract new customers, deliver real value, and shape how people see your brand. But picking the right channels and keeping up with social media content can get overwhelming quickly.

We’ll break it down step by step so you can focus, show up better, and grow with confidence. First, start with knowing about the most popular social media platforms.

Best Social Media for Business

Choosing the right social media platform starts with knowing what each one helps you do best. Let’s know more..

• Facebook continues to lead with over 3 billion monthly active users. It works well for building communities and keeping your business visible in people’s everyday lives. Many brands use it to stay top of mind between purchases by posting helpful updates or running ads that feel familiar.
• Instagram is strong for lifestyle brands. It has over 2 billion active users, mostly under 35. This platform rewards visual content and personal moments. If your product photographs well or your story is worth sharing, Instagram makes that connection feel natural.
• LinkedIn is all about trust and credibility. With 310 million monthly users, it focuses on professional content that helps others learn or make decisions. It’s great for consultants, B2B providers, or service brands looking to build authority.
• YouTube is built for entertainment and both long and short videos. Over 2.5 billion people use it monthly. Long-form content here keeps working long after it’s published. If you create how-tos or product explainers, this platform helps build traffic and trust at the same time.
• TikTok now draws more than 1.5 billion users each month. It suits businesses that are willing to be real and creative. Even small brands can gain traction quickly here by sharing simple ideas with personality.
• X, formerly Twitter, is for fast conversations. Around 611 million people use it monthly. It helps you join trending topics or share smart takes. If your brand has a clear voice, this platform gives it room to grow.

Each of these platforms supports a different kind of connection. Focus on where your audience spends time and where you enjoy showing up. That’s the start of a social media strategy you’ll actually want to stick with.

Platform-Specific Content Creation Ideas

One of the biggest mistakes we see is trying to post the same thing everywhere. It’s like wearing the same outfit to the gym, a wedding, and a job interview. Based on our past experiences helping small teams manage their content, what matters most is matching your style to where you’re sharing it.

Let’s walk through five major platforms and what actually works on each.

TikTok

TikTok is best for sharing informal videos, like DIY videos. TikTok works when things feel easy, casual, and a bit off-the-cuff. We’ve seen brands grow by keeping things light, even with very simple videos. So, what’s the trick to dominate this platform?

Try sharing:

• A packing clip with a trending sound in the background
• A 10-second “before and after” moment that shows progress
• A fast answer to a question you get asked all the time
• A moment from your day that makes people smile or nod

Drawing from our experience, the best short videos feel like something you’d send a friend.

Instagram

Instagram is better for sharing moments. It’s where people decide if you’re someone they want to follow or buy from. A fancy setup like YouTube is nothing but a waste here. All you need to do is share moments that feel genuine and look clean.

Post things like:

• A Reel showing your product in use with a soft, personal caption
• A carousel that breaks down a simple how-to
• A behind-the-scenes photo with a quick note about your day
• A poll or question sticker in your Stories to ask what people think

Based on our firsthand experience, visual content that invites a small interaction tends to work best here.

LinkedIn

LinkedIn is the go-to place if you want to uphold your professional expertise. If Instagram is your shop window, LinkedIn is your meeting room. People here want to learn, connect, and understand what makes you good at what you do. It’s less about volume, more about showing up with something honest to say. LinkedIn is sort of like a professional place, so you shouldn’t put extremely informal videos here.

Some ideas:

• A short story about a mistake and what it taught you
• A client result with one takeaway that others can apply
• A note about how you’ve changed your process and why
• A post that reflects on what’s changing in your industry

Through our hands-on experience, thoughtful posts like these bring in messages, not just likes.

X (formerly Twitter)

We recommend X for keeping pace with the fast-moving world. It moves fast, but if you say something smart or helpful, people notice. You don’t need to post constantly. Just consistently, with a clear voice.

Post these ideas for a better outcome:

• A 3-tweet thread breaking down something you’ve learned
• A comment on a trending topic, paired with your take
• A quick “did you know?” followed by a tip or stat
• A link to your blog or article with one line that adds value

We determined through our tests that tweeting a few times a week builds steady attention over time.

YouTube

YouTube is where people stop scrolling and actually watch. It’s for helping, explaining, and showing how things work. You don’t need a studio. Just a clear idea, a steady camera, and something useful to say is enough to start.

Try filming:

• A simple “here’s how we do it” walk-through from your workspace
• A comparison between two tools or approaches, based on what you’ve used
• A 5-minute tip list that solves a small but annoying problem
• A video answering a real customer’s question with clear steps

Our analysis has shown that this kind of video content keeps bringing in new viewers long after it’s posted.

Social Media Channels You Might Be Overlooking

It’s easy to stay focused on the big names. But sometimes, your best audience isn’t where the spotlight is. Based on our past experiences working with smaller brands, we’ve seen real traction come from lesser-known platforms that feel more personal and less crowded.

Here are three worth exploring.

Reddit

Reddit is a network of conversations happening around almost any topic you can think of. As of late 2024, Reddit had 97.2 million daily active users. That’s a lot of people who are already in research or opinion-sharing mode.

You can try these things to make real progress:

• A post in a niche subreddit to share honest advice or experience
• Following threads where people ask for recommendations in your space
• Hosting an AMA (Ask Me Anything) to connect directly with curious users

We’ve seen small skincare brands answer questions in beauty forums and walk away with dozens of new followers. People trust real answers from those who’ve done the work. If you can give without pushing, this space listens.

Discord

Discord started with gamers, but now it’s where all kinds of communities come together. It has grown far beyond gaming because of its uniqueness. Private servers, topic-based channels, and real-time chat make it feel more personal and interactive than most platforms. As of 2024, it supports over 196 million monthly users and is used by creators, educators, and even SaaS brands to build tight-knit groups.

Try these strategies to utilize this platform effectively:

• Create a private server for customers to ask questions or swap ideas
• Host a live Q&A or demo session for your community
• Share updates and get feedback quickly in a place that feels more direct

We helped a coaching business set up a simple Discord server. Within weeks, their clients were answering each other’s questions. That level of trust and self-sustaining value is hard to build anywhere else.

Threads

Threads, built by Meta, reached 275 million monthly users by late 2024. It’s focused on conversations, short, real ones and it’s still early enough to stand out.

You might use it to:

• Share quick takes or thoughts while working through ideas
• Ask your audience simple, direct questions to start engagement
• Post reactions or summaries during live events

One fitness coach we worked with started sharing daily thoughts on Threads. Not workouts we repeat, thoughts. Over time, people replied more to those posts than to any top-notch video. Sometimes, honesty beats editing. Proved!

Smarter Use of Multiple Platforms Without Burning Out

Alex runs a small team with limited time and big goals. At first, they tried to post on Instagram, TikTok, X, and YouTube all at once. The idea was to reach more people. But within weeks, they were burned out, and the results were scattered. Nothing was sticking.

After putting it to the test, they made one change. Instead of creating new content for every platform, they focused on one strong idea each week and used that across the board.

Here’s how it looked:

• Monday: A customer tip shared as a LinkedIn post
• Tuesday: The same tip turned into a 15-second Reel for Instagram
• Thursday: A follow-up thread on X, using real examples
• Friday: A quick “how we use this tip” walkthrough on YouTube Shorts

This simple change gave every piece of content more reach. It also reduced the mental load.

We’ve helped brands take this same approach. One idea, one message, just told in different shapes. Based on our firsthand experience, this kind of content reuse doesn’t just save time. It also helps your brand sound like one clear voice.

You don’t need to be everywhere to make an impact. You need to be present where it counts.

Social Media Apps and Tools to Make It Easier

Do you need every tool out there? No. But you do need the right ones. The kind that actually saves time and keeps things moving when life gets busy. Through our practical knowledge working with solo founders and small teams, we’ve found that these tools are the ones people tend to stick with.

Here’s what we recommend starting with:

• Canva (Free + Paid)
  If you’ve ever struggled with making your content look “right,” Canva helps. It gives you templates for Reels, Stories, thumbnails, and more. No design skills needed. You can also set your brand colours and fonts so everything stays consistent.
• Buffer (Free + Paid)
  A good tool if you want to batch your content and not worry about it every day. Buffer lets you schedule posts for different platforms at once. It gives a simple view of what’s coming up next. It’s especially helpful if you post regularly but don’t want to be online all the time.
• Later (Free + Paid)
  This one’s built for visual planners. You can drag your Instagram posts into a calendar and see how they’ll look on your grid. It also supports TikTok and Pinterest. It even reminds you when it’s time to post if you prefer manual sharing.
• Notion (Free + Paid)
  Think of Notion as a home base for your content strategy. It’s where you can store ideas, write captions, and plan out your content calendar all in one spot. We’ve worked with teams who’ve built their entire monthly marketing schedule here.
• ChatGPT (Free + Paid)
  When you’re stuck on a hook, caption, or headline, this tool helps you get moving again. Our team discovered through using this tool that it works best as a starting point. Give it a rough idea, and you’ll often get something useful back. Just remember to edit with your voice in mind.
• Hootsuite (Paid)
  If you’re managing content for multiple brands or accounts, Hootsuite gives you control. It combines scheduling, monitoring, and reporting into one platform. Though pricier, it’s ideal for agencies or in-house teams that need oversight without switching between tools.

Pick one tool that helps you plan. One that helps you post. And one that helps you design. That’s usually enough to get started without overwhelm.

Marketing Strategy Comes First

It’s hilarious to start with content ideas and jump straight into posting. But without a clear goal, it’s easy to waste time or show up in the wrong way. From our firsthand experience helping businesses improve their results, we’ve found that strategy gives content a purpose.

Start by asking a simple question: What do you want your content to do?

If you’re looking to bring in leads, LinkedIn might be your best fit. That’s where decision-makers scroll with intention. If your goal is to raise awareness for a physical product, Instagram and TikTok help with reach and visual storytelling. If you’re educating or building authority, YouTube is a smart long-term play.

Here’s how that might look:

• A fitness coach could post daily tips on TikTok to attract attention, then link to a YouTube video that builds trust through deeper education.
• A small B2B tech firm might post behind-the-scenes content on LinkedIn, showing how their team solves real-world problems.
• A local bakery could use Instagram Stories and short Reels to show off new items and drive foot traffic.

Once you’ve picked your goal and platform, focus your message. This is where things become more consistent. A wrong message can ruin all your efforts. And, it can turn into unbearable pain.

Now track what matters. Look at website clicks, replies or messages, time spent watching videos, or how many people follow through on your call to action. You don’t need a dashboard full of data. Just keep an eye on what shows progress.

A good strategy doesn’t make things rigid. It gives your content a job to do, so it works even when you’re not online.

Picking the Right Platform: Final Thoughts

There’s no perfect platform. Just the one that fits you best.

Pick the places where your audience already spends time. Share things that feel honest. And give yourself space to figure it out as you go. We’ve helped clients do more with less by leaning into what works and letting go of what doesn’t.

Over time, we found that the strongest results often come from simplicity. One clear message. One good platform. And showing up with something useful.

If you’re thinking through your next steps, take a look at Westport Osprey. We share guides and ideas built for real businesses that want to grow online and stay grounded.

Most website visitors head to your About page to answer one question: Can I trust this business?

The About page is where people decide if your business is worth their time. It gives readers a quick sense of your values, who you are, and whether you feel relatable. If the page feels stiff or vague, they may move on before seeing your offer.

In this guide, we’ll walk through practical About page tips that help build trust, show your value, and guide readers toward action.

We’ll cover structure, writing choices, visuals, and what to avoid.

Want your website to keep people around longer? Let’s get into it.

Small Tweaks That Instantly Improve Your About Page

Your About page doesn’t have to be long or elaborate. It just needs to feel clear and helpful. Most people skim this page quickly, trying to decide if they relate to you or your business. With a few small changes, you can make that decision easier for them.

• Start with your headline. If it says “About Us,” consider changing it to something that reflects your message or your values. A line like “Why we care about helping [your audience]” or “Who we are and how we help” gives readers a reason to stay. It sets the right tone for everything that follows.
• Next, take a look at the main image. A real photo of you or your team helps build trust immediately. Website copy feels more believable when readers can picture the person behind it. So, choose a photo that feels natural and warm. It doesn’t need to be professionally staged, but it should feel like you.
• Now look at your writing. If your copy feels stiff or overly formal, rewrite it so it sounds like something you’d say to a potential customer. Website copywriting works best when it’s straightforward and clear. The goal is to show people what you do, why it matters, and how you can help them.
• Break your content into short sections to make it easier to scan. Use bullet points where it makes sense, especially when listing your services, values, or reasons people choose you. Readers will stick around longer when your layout feels simple to follow.
• Before you finish, add a soft call to action. A sentence like “Let’s talk” or “See how we can work together” can point readers in the right direction. It keeps the conversation going without pushing too hard.

Pro Tip: When you’re done, read your copy out loud. If it doesn’t sound like you, keep going until it does. That’s the easiest way to write copy that feels compelling and honest.

Build a Brand Voice That Feels Like a Real Person

If your About page sounds like it could’ve been written for any brand, it’s time to revisit the voice behind your words. This section helps you create a tone that feels like you: friendly, familiar, and consistent with how you actually work with people.

A strong brand voice helps build a connection quickly, especially when your reader is scanning fast. Let’s know how.

Sounds like a human

Start by using the kind of language you’d use in a conversation. Picture someone asking what you do at a market or over coffee. If your written explanation sounds more formal or stiff than how you’d say it out loud, rewrite it.

From our experience helping small businesses rewrite their About pages, we’ve seen that readers stay longer when the tone feels genuine. That’s the power of a clear personal brand.

Show who you are visually

Your brand identity includes more than your logo or colours. It shows up in your photos, the spacing on your page, and how comfortable your layout feels.

Instead of stock images or stiff portraits, try adding a real, relaxed photo of yourself or your workspace. A familiar setting helps reinforce your core values and sets the tone for the rest of the page.

Share a quick story

A short founder story helps people understand your intent. For example: “This started when I was trying to help a friend fix their outdated website, and realized most people didn’t know where to begin.”

Add a couple of personal details like that. It helps readers imagine the moment and builds a connection that facts alone can’t deliver.

Share Your Story Without Sounding Like a Job Application

Many About pages fall into one of two traps. Either they’re too polished and vague, or they read like a job application filled with titles and timelines. The goal here is to help readers see what makes your business feel human. A simple brand story builds connection and adds clarity to your company values.

Here’s a structure we’ve seen work again and again:

What to include	Why it helps	Quick example
When you started	Gives background and timing	“We opened in 2017 with two laptops and no budget.”
What problem did you notice	Shows you understand the audience	“We kept hearing people say they didn’t know who to trust.”
What you offer today	Connects your journey to what you do now	“We help small businesses write website copy that feels honest.”
What you believe in	Adds value and vision	“We believe simple, clear writing builds stronger brands.”

This structure creates a smoother reading experience while still giving readers a deeper understanding of what you do and why. Based on our observations, the best stories are short and specific. A few clear details go further than broad claims or lists of achievements.

Research from Harris Interactive shows that 79% of people make a special effort to buy from brands aligned with their personal values, and 71% believe it’s important that brands support gender equality.

That’s why even a short brand story rooted in values can support brand credibility and help readers feel more connected from the start.

You don’t need to write a full essay. Think of it like the first few lines of a blog post. Offer enough context to help someone feel like they’ve just met you.

Writing a Mission Statement People Actually Remember

Most mission statements sound like they were written for a pitch deck. It needs to be clear. But too often, companies use this space to sound impressive instead of helpful. Generic phrases like “We aim to innovate solutions for modern challenges” don’t say much, and they don’t stick.

Your mission should explain who you help, what you do, and why that matters. It’s a chance to connect with people, not just describe your business. When someone reads it, they should immediately understand what kind of company you run and what your priorities are.

Here’s a format that works well:
We help [audience] do [specific thing], so they can [benefit or outcome].

It’s a simple line, but it keeps your message focused on the reader instead of your own goals.

For example:
We help small business owners write website copy that earns trust and leads to more work.

That one sentence covers what you do, who it’s for, and why it matters.

Our team discovered that the best mission statements are written in plain language. They avoid jargon. They reflect real brand values. And they make it easy for readers to decide if your idea of success matches theirs.

You don’t need to sell yourself here. You just need to tell the truth in a way that’s easy to remember.

What Do You Want People to Do Next?

When someone reaches the end of your About page, there’s a good chance they’ve learned what you do and why it matters. But without a clear next step, they might close the tab and forget they were ever there.

That’s why every About page should include a gentle call to action. It gives your reader a direction to keep going.

Here’s a quick comparison of common CTA styles and how they land with potential customers:

• “Let’s talk”
  Pros: Feels personal and easygoing
  Cons: Lacks urgency or a clear next move
• “Start your project”
  Pros: Focused and actionable
  Cons: Might feel too strong for early-stage visitors
• “See how we work”
  Pros: Helps readers explore before committing
  Cons: May not convert as well if the CTA is buried low on the page

There’s no perfect call to action for every business. The right one depends on your voice, offer, and audience. If your website speaks casually, keep your CTA friendly. If you’re selling a high-converting service, try language that shows confidence without pressure.

A good CTA keeps the conversation going. It turns a passive reader into someone curious enough to click further. That’s what moves customers through the rest of your pages.

Show Proof People Can Trust

People trust what they can see. Your About page should include simple signals that prove your business is real and reliable. These elements work quietly in the background to help readers feel more confident as they move through your website.

Here’s what to include:

• Short testimonials
  Use direct quotes from happy customers or clients. Even one or two lines can act as powerful social proof. Make sure they’re real and feel natural.
• Recognizable logos
  If your brand has worked with media outlets, clients, or partners, show those badges. It helps website visitors recognize your place in the market without needing a long explanation.
• Relevant credentials or associations
  Whether it’s a license, a membership, or an award, listing it shows commitment to your field. These details build credibility, especially for readers who are new to your business.
• Real contact information
  A phone number, city, or even a link to your Google Business profile makes it easier for people to feel they can reach you. This alone can build trust with cautious visitors.

These aren’t fancy features. They’re small, reliable cues that your business does what it says it does. When your readers feel that, they’re more likely to stick around and take action.

Solo or Team? Here’s How to Show It Right

Your About page should reflect the way your business is structured. A small business owner working solo has a different voice and visual rhythm than a team or co-founder setup.

Here’s how to adjust the message so it fits what’s real.

1. Voice and writing style
Solo founders should write in the first person. Phrases like “I started this business to help…” make the content feel more personal. In a co-founder or team setup, “we” feels more natural and consistent. Readers can tell when a brand speaks with one voice, so keep it consistent across your website.

2. Photos and presentation
Solo professionals should include one clear photo. Choose something that feels confident and approachable, not stiff. If you have a team, include a group photo or individual pictures with first names and job titles. This helps visitors quickly understand the people behind the business.

3. Story and values
If you’re solo, tell a short founder story that explains how the business started and why it matters to you. A sentence or two of personal details adds depth. For a team, share how the group came together and what you value as a unit. This is a good place to reinforce your brand’s purpose.

4. Call to action tone
Solo example: “Work with me” or “Let’s connect.”
Team example: “Meet the team” or “See how we work.”

Small updates like these help your About page stay honest and aligned with who you really are.

Use Parts of Your About Page on Landing Pages Too

Not everyone clicks through to your About page, especially if they land on a service or sales page first. That’s why it helps to reuse parts of your About content across different landing pages. Even a single line that explains who you are or why you care can help visitors feel more at ease.

Adding these elements doesn’t take much space, but they can improve how trustworthy your offer feels. It’s a subtle form of marketing that supports the story behind your product or service.

Example 1: Add a short intro above or near your call to action
A one-liner like, “We’re a small team helping local businesses get better results from their websites,” gives quick context and builds trust. It shows that there’s a real person or brand behind the page, without asking the visitor to dig deeper.

Example 2: Use a customer quote or a first-person note near the pricing section
Try adding a quick note like, “After building our own page from scratch, we realized how many small businesses struggle with clear website copy.” It’s a personal comment that feels human and experienced, not scripted.

When someone visits a landing page, they’re usually deciding quickly. A short, honest detail can give them enough confidence to keep reading or click. These moments are small, but they help your message stick.

Don’t Let Your About Page Go Stale

Your About page isn’t something you write once and forget. As your business grows, the page should grow with it. Outdated photos, old timelines, or missing details can weaken your message and cost you trust.

Set a reminder to review it every few months. Double check that it still sounds like you, reflects your values, and makes sense for where your business is right now. Even small updates, like adding a recent win or changing how you write your team intro, can improve the final product.

Your About page supports more than your brand. When it’s current and confident, it plays a real role in building trust and getting more sales.

For more blog posts like this, visit Westport Osprey and keep learning how to shape a better website.