Is social media still worth it in 2025?

Summary:

In 2025, a growing number of brands are rethinking their social media strategies, with many moving away from Facebook and Instagram. Discover the reasons behind this shift, the risks and rewards, and how your brand can adapt for better engagement and ROI.

The Social Media Exodus: What’s Driving Brands Away?

For over a decade, Facebook and Instagram have been cornerstones of digital marketing. But in 2025, more brands—large and small—are scaling back or even quitting these platforms. Why? The answer is a mix of declining organic reach, ethical concerns, and the search for more authentic engagement.

Declining Organic Reach and ROI

Organic reach on Facebook and Instagram is at an all-time low.

Today, less than 2% of a brand’s followers see organic posts without paid promotion. This “pay-to-play” model is squeezing smaller businesses and making even large brands question the return on investment.

Diminishing returns:

Brands are spending more for less engagement, leading many to reconsider their social media budgets.

Ethical and Mental Health Concerns

Toxic algorithms:

Algorithms now prioritize controversy and outrage, not meaningful content. This can lead to comment wars, bot activity, and a general decline in authentic interactions.

Brand responsibility:

Many marketers are asking: Should we support platforms linked to misinformation, polarization, and declining mental health? Some brands, like Patagonia and LUSH, have decided the answer is no.

Is Social Media Still Worth It in 2025?

The Case Against Social Media

Crowded, noisy platforms:

With so much content, it’s harder than ever for brands to stand out.

Authentic engagement is rare:

Audiences are tuning out generic, repetitive posts.

The Counterpoint: Social Still Sells

Not every brand is ready to leave. Social media remains valuable for:

Customer service and community building
Brand awareness, especially for B2C brands
Emerging platforms:

TikTok, LinkedIn, and niche networks are still driving engagement and viral moments.

New Strategies for Social Media Success

Quality over quantity:

Focus on meaningful content, not just follower counts.

Micro-influencers and private communities:

Smaller, engaged audiences often drive better results.

The New Playbook: Diversification and Direct Relationships

The most successful brands in 2025 are:

Investing in owned channels:

Email newsletters, podcasts, and branded communities provide control over messaging and data.

Prioritizing real relationships:

Loyalty and lifetime value matter more than likes.

Using social media as a support channel:

Rather than relying on Facebook and Instagram as primary platforms, brands use them to drive traffic to owned channels and foster deeper engagement.

Key Takeaways: Should Your Brand Ditch Facebook and Instagram?

Organic reach is at historic lows.
Ethical and ROI concerns are driving brands away.
The future of marketing lies in owned channels and direct customer relationships.

The Bottom Line

Social media isn’t dead—but its role is changing fast. Brands that cling to outdated tactics risk wasting time and money. Those willing to rethink their approach, diversify their channels, or even walk away may discover a more loyal, engaged audience elsewhere.