Why Social Media Is the Heart of Every Marketing Strategy in 2025

From Ads to AI to Podcasts: Why Social Media Is the Core of Every Marketing Strategy in 2025

Social media is no longer just a channel in marketing—it’s the center. Campaigns, conversations, collaborations, and even brand milestones happen on social platforms. Whether it’s podcasts shared as clips on YouTube, Instagram Reels, TikTok, or Shorts, or global brand campaigns launching first on social, every interaction points back to where audiences spend their time online.

Recent studies make it clear: AI, podcasts, and paid ads are deeply intertwined with social media. Social media isn’t just part of the strategy; it is the strategy.

AI’s Role in Social Media

According to the State of AI in Social Media 2025 report, 96% of social media professionals already use AI in their workflows. Most commonly, AI helps with content ideation and writing posts, captions, and copy. However, advanced AI applications like image and video creation, analytics, and automation are still emerging and not yet widely adopted.

Six out of ten marketers say AI-generated content now matches or outperforms human-created posts. The top AI tools in use are ChatGPT, Canva, and Gemini. Yet, more than a third of marketers don’t track the performance of AI-generated content, which leaves a gap between creation and analysis.

AI also encourages experimentation. Nearly three-quarters of respondents say AI helps them try new formats and strategies. While AI speeds up workflows and sparks fresh ideas, it can’t replace the unique voice each brand brings online. Marketers should look beyond the hype and assess AI content critically to maintain authenticity.

Podcasting in the Social Era

Podcasts have outgrown their audio-only roots. The Podcasting and Social Media Study shows that among the top 100 U.S. podcasts, 87% publish content on YouTube, which offers an average engagement rate of 3.13%. Instagram follows as a strong second, with an engagement rate of 2.08% and over 5,500 interactions per post—724% above the platform average. This surge is driven largely by Reels, which make up nearly 80% of podcast content shared on Instagram.

YouTube serves audiences who want in-depth viewing and listening, while Instagram fuels discovery with quick, shareable clips. Podcasts thrive by adapting to these visual and interactive social formats. Long-form content builds loyalty on YouTube, while short-form content on Instagram generates awareness and buzz.

Social Ads: Today’s Digital Billboards

The 2025 Social Ads Study finds social advertising is the smarter, faster, and more measurable version of traditional billboards. TikTok leads in discoverability—brands are investing 85% more in TikTok reach campaigns. It outperforms Meta in middle-funnel traffic campaigns, with a 94% higher click-through rate and nearly 75% of TikTok conversions coming from these efforts.

When it comes to final sales, Meta still holds the advantage. Meta campaigns deliver 61.3% of total conversions at up to seven times lower cost-per-action compared to TikTok. This split reflects shifting audience preferences, especially among Gen Z and younger users who favor influencer and user-generated content.

Success in 2025 means understanding the distinct roles each platform plays in the customer journey. TikTok is the discovery engine. Meta drives sales. Meeting audiences where they already engage—on video-first social platforms—is essential. If your brand isn’t active on social, it’s missing today’s conversations and tomorrow’s opportunities.

For marketing and communications professionals looking to sharpen their AI skills in content creation and automation, Complete AI Training offers up-to-date courses tailored for social media strategies.