The Past 5 Years of Change

Social media has undergone a staggering seismic shift in the past five years with short-form video content leading the charge. Just a few years ago, social media was once a simple tool for businesses to gain an edge, but now getting noticed on social media means more than just posting something every now and again to make your business known to the world.

In the early days of social media marketing, simply having a presence on platforms like Facebook could set a business apart, and businesses could reach a large portion of their followers for free. Now that Facebook’s algorithm has evolved and more advertisers are on the platform, organic reach has declined dramatically. Business owners don’t just need to post on social media; they need to post about things their customers care about in a unique way that captivates their attention…oh, and did we mention they generally need to do it in under five seconds?

“When I first started social media marketing about ten years ago, it really was a big deal just to be on Facebook,” says Sydney Lucero, Chief Marketing Officer at The Cognitive Creative. “Businesses were looking just to hire someone to take pictures or make graphics and know how to post for them. Sometimes, they’re still hiring for that same thing but will soon discover they need much more than that to actually get and keep attention on social.”

It isn’t just about pretty content these days; it’s about content that matters to the people seeing it.

The Rise of Value-Driven Content

The key to creating content that resonates with your target customers on a deeper level is by speaking to their values, addressing their questions and concerns, and yes, even entertaining them.

As Tess Helmandollar, Founder & CEO of The Cognitive Creative, explained:

“I don’t think people’s definition of value has changed except that they find value in things that entertain them or inspire them more than they did.”

When you create content as a business, you’re extending an invitation to potential customers to engage with your brand. It’s like opening the doors to your establishment and welcoming visitors inside. Your content should reflect the same level of hospitality, professionalism, and vibe that you’d offer if someone walked into your physical store or office.

Just as you’d attentively listen to a customer’s needs in person, your content should address your audience’s needs, concerns, and pain points. You can share success stories or case studies that demonstrate how you’ve helped others, much like how you might showcase testimonials or products in a storefront. This is REAL content that REALLY matters to REAL people.

Throughout all your interactions, whether through content or in person, maintaining honesty and a genuine desire to help is essential. This approach builds trust and credibility, which are essential for any business relationship. By carefully crafting your message and tone in your content, you’re setting expectations for what it’s like to do business with you. You’re showing potential customers not just what you offer but how you operate and the values you uphold. In short, everything you do online says something about who you are and how you operate. So it’s wise to ‘do’ wisely.

To go even further, your content becomes a preview of the customer experience you provide. It should make your audience feel valued, understood, and related to, encouraging them to take the next step in their journey with your business. By creating content that’s both welcoming and informative, you’re inviting customers to become part of your unique community.

Understanding Value-Driven Content

Value-driven content for marketing is created with the intention of providing tangible value to the audience. This could be in the form of helpful advice, useful resources, or entertaining stories. It should be designed to engage and educate the audience, not just to promote a product or service.

Key Strategies for Creating Content of Value:

• Understand Your Audience: Before creating content, ensure you have a thorough understanding of your target audience and what kind of content would be valuable to them. It’s not always what you yourself find to be most valuable, and—in many cases—it’s not at all what’s important to you. It’s your job to see your product through their eyes and to intuit what they want to know, see, or learn about your brand or product.
• Focus on Authenticity: In 2025, brands that embrace who they are will stand out. Create content that feels genuine to your brand’s voice. This goes to the “like, know, trust factor” in marketing. If you consistently say one thing while doing another, your customers will feel something isn’t aligning, and that leaves you in a place that is more likely to make bad impressions, and bad impressions = bad business.
• Diversify Content Formats: Explore various formats, such as in-depth blog articles, white papers, webinars, podcasts, and infographics, to give your target audience more opportunities to interact with you beyond your initial appearance on their feed. Just remember that everything you do is giving them an idea of what they can expect, so you want to stay clear, authentic, and on-brand.

Social Media Is Where Your Community Is

“I think we’ve come into an era where a parasocial relationship is just as common, if not more common, than the connections you would get day to day,” said Vi Vanattia, VP of Operations at The Cognitive Creative.

Now, not every business needs to be as famous as an influencer, but it’s important to know that people today like to feel close to and a part of the businesses they trust. It’s a bit like how you might feel about your favorite teacher or the kind librarian who always helps you find the perfect book. You want to perceive their need before they even have it and pose yourself in a great place to win with a perfectly timed assist.

The Future of Social Media Marketing

By creating content that is human, relatable, and interactive, businesses can foster meaningful connections with their audience—even in today’s crowded social media landscape. The future of social media marketing isn’t about being on every platform; it’s about showing up with purpose where it matters most.

Brands that engage authentically, spark conversations, and provide real value will stand out. Whether it’s short-form videos, live interactions, or user-generated content, the key is to create experiences that resonate. Success on platforms like TikTok or Instagram isn’t about being everywhere—it’s about being present in a way that captures attention, builds trust, and drives engagement.