If your business is looking to grow its digital presence this year, it’s time to refresh your content strategy. Audiences crave more than just polished visuals; they want connection, transparency, and value.
Here are five essential content types every brand should be posting in 2025 to stay relevant, build trust, and drive engagement:
1. Behind-the-Scenes (BTS)
Forget the over-edited, over-aestheticised content; this year, raw and real is what people want.
Audiences want authenticity over perfection. Show your messy office, your team celebrating small wins, the packing process, or even the occasional chaos. Whether it’s filmed on a phone or captured mid-moment, BTS content builds real human connections.
Why it works: It’s person-to-person, not business-to-consumer. And in 2025, that’s what wins trust.
2. Customer Points of View (POV) and Community Influencing
Your most powerful content might not just come from your marketing team. It’s likely to be already in your tagged photos.
Customer videos, reactions, testimonials, and unfiltered product reviews make up the wave of User-Generated Content (UGC) that’s overtaking paid ads. Think visitor “day in the life” featuring your attraction or honest feedback via captions or a photo dump at the end of the month.
Why it works: It’s social proof with a human face, and it shows your audience that real people love what your business has to offer.
3. Educational Content
Teach something. Anything. But keep it short and sweet. From quick tips to industry secrets, educational content that adds value in under 30 seconds performs exceptionally well in 2025. This could include “did you know?” moments or answering FAQs about your industry in a punchy format.
Why it works: You’re not just selling; you’re solving problems and giving people a reason to stop scrolling.
4. Twist the Trend
Trends are everywhere, but the magic happens when you make them yours.
Whether it’s a sound, a meme format, or a viral video style, jump on trends with your brand’s twist. Show your personality, sense of humour, or industry niche by reshaping popular content into something that reflects you.
Why it works: You’re staying culturally relevant while keeping your brand identity intact.
5. Founder or Team POV
People buy from people. Simple as that.
This year, we’re seeing a rise in CEO content, team diaries, and founder check-ins. Whether it’s a business update, a look at your values, or a pep talk for fellow entrepreneurs, showing the face behind the brand fosters real connections.
Why it works: It humanises your business and turns your team into relatable leaders, not faceless logos.
Content in 2025 is all about building trust, creating community, and showing up with purpose. From behind-the-scenes footage to what visitors love and quick-fire advice, the best-performing content this year is the kind that speaks to humans, unfiltered and unscripted.
Which of these will you post first?
