Why Social Media Marketing Needs a Social-First Approach

In 2025, the brands winning big on platforms like Insta and TikTok (think Curry’s, Duolingo, Scrub Daddy, Aldi) all have one thing in common: their best performing content is social-first.

But what does social-first marketing actually mean? 

A true social-first strategy means creating content designed for the platform, with the audience who use that platform top of mind. Social media isn’t a TV ad, but most brands still fill their feed with content that looks like something straight out of a 2010 commercial. The content that actually converts? It’s weird, loud, and unexpected, built to resonate and to be re-shared.

As the UK’s top social media agency, at Our Own Brand (OOB 👋) we keep our finger on the pulse of all things social, to build a marketing strategy that knows its audience, stops scrolls, and delivers results.

✅ TL;DR

In 2025, the brands winning on TikTok, Insta, and beyond (think: Curry’s, Aldi, Scrub Daddy) are social-first, creating content designed for the platform and its audience. Social-first means relatable, unexpected, and audience-driven content that sparks conversations and feels native to each channel.

Why it matters:

• Social is now the new search engine, cultural frontline, and full-funnel sales driver.

• Budgets are shifting into creator collabs and platform-native content.

• The creator economy is estimated to hit over £350 billion by 2027 (Ogilvy, 2024). 

Introducing Our Own Brand: A Top UK Social Media Agency

At the heart of social-first marketing is Our Own Brand, a leading social media agency based in London, powering global brands with strategy, content and culture.

We’re independent, plugged-in, and built for what’s next – creating trends, turning heads, and delivering scroll-stopping work that actually moves the needle.

Whether you’re:

• Launching a new product/service
• Repositioning your brand
• Losing engagement and looking to scale/switch up your social media strategy
• Or navigating new platforms like Snap, Threads, or TikTok

– from luxury icons to e-comm disruptors, we’ll help you turn audiences into advocates with bold campaigns that land where it matters most.

👉 Head here to check out our work!

What Is Social-First Marketing? 🤔

Social-first marketing is a strategic approach for content creation, where content is planned around the social platform it’s designed for, and the wants and behaviours of the audience using that platform. 

In 2025, connection and authenticity drive the best-performing social content. That means sparking dialogues, embracing lo-fi, funny, real content, and showing up with personality. It’s understanding the answer to questions like:

💭“What does a user get from TikTok that they can’t get anywhere else?” 

Maybe it’s weird, funny content. Maybe it’s a trend they’re obsessed with, or a raw take on a topic that just isn’t talked about elsewhere. 

Instead of treating social media as a place to recycle and repurpose content, truly social-first marketing is platform native. Social-first means building ideas specifically for social from the ground up, ensuring content is optimised for each platform’s unique features, trends, user behaviour, and community dynamics.

Social-First Is…

📍 Audience-centric, rooted in a deep understanding of how people engage online, what they value, and the types of content they actually like

📲 Not one-size-fits-all – whether it’s TikTok’s short-form chaos, Instagram’s visual aesthetic, or Snap’s Gen Z messaging, content is tailored to each

💬 Engagement-driven, with community-building, real-time responses, and user-generated content baked into the strategy

6 Reasons Social Media Marketing Now Drives Business Success ✋

1. Social Media Is the New Search Engine 📱

Search is going social and Gen Z is leading the charge.

According to Google’s own data, nearly 40% of Gen Z prefer using TikTok or Instagram over Google Search when looking for food, reviews, or shopping inspo (Forbes, 2022). 

People don’t just want info, they want social proof. Real people, real reviews. 

2. Social Is the Cultural Frontline 🔥

Social media is where culture kicks off.

From viral memes to global movements, platforms like Insta and TikTok are where trends are born, conversations catch fire, and relevance is decided in real time.

Want to stay relevant? You need to be tuned in and ready to move fast. Whether it’s Barbiecore, the next AI trend, or a Coldplay concert scandal, socials set the tone for what people care about right now.

3. Social Media Is Where the Money’s Going  💸

📈 Global ad spend cracked £1 trillion in 2024, and nearly 25% of that is going straight into social (Statista, 2024). Growing at an even faster rate are sponsored partnerships, with the creator economy estimated to hit over £350 billion by 2027 (Ogilvy, 2024). 

🎯 Budgets aren’t just going to ads, they’re going to creator collabs, co-creation, and content that feels native, not forced:

 → TikTok explainers
→ Instagram Reels
→ LinkedIn carousels with real insight 

This isn’t just a trend, it’s the new foundation of media planning.

4. Social Now Drives the Entire Funnel  🛒

It’s not just about grabbing eyeballs anymore. Yes that’s the first step, and an important one, but brands need to plan out their user journey end to end. 

With Instagram Checkout, TikTok Shop, and in-app lead gen tools, social media now powers everything from discovery to purchase to repeat conversion.

TikTok Shop alone saw explosive growth in 2024, with over 150 million users in the US engaging monthly.

🚀 You can take someone from “ooh, what’s that?” to “just bought it” without ever leaving the app.

5. Content Builds Community, and Community Builds Loyalty  🤝

Audiences today don’t just want a brand, they want personality. 

A brand’s identity and personality create that “we’re just like you” feeling in the consumer. That’s why founder content, UGC, and behind-the-brand moments are gold.

Brands that show up with honesty and realness create actual connections. And those connections = brand love and loyalty, not just fleeting clicks.

6. The Creator Economy Has Entered Its Main Character Era  👯‍♀️

Influencer marketing isn’t a side hustle anymore, it’s the main event. 

The creator economy is now worth over $250 billion globally, and it’s projected to double by 2027 (Goldman Sachs, 2023).

Big brands? They’re collaborating with influencers at every level: nano, micro, and macro. 

With campaigns like CeraVe’s collab with TikTok dermatologists, the blueprint is clear: creators are relatable and trusted by viewers, making them an essential part of a social-first strategy.

👉 If your brand isn’t building creator partnerships, it’s missing out on trust, reach, and community firepower.

Why Hire a Social Media Agency in 2025?

✅ 1. You get real-time cultural intelligence

In today’s fast-moving digital landscape, simply being on socials isn’t enough. To cut through, you need to understand culture, platforms, creators, trends, and algorithms, and move fast. That’s where a social media agency comes in.

“Being responsive to culture, as well as gradually shaping and creating that culture, requires understanding and monitoring of what’s happening across all corners of the internet.” – Ogilvy, 2024

✅ 2. You save time (and stress)

From content calendars and copywriting to creator outreach and performance reports, your agency team handles all the heavy lifting, so your internal team can stay focused on the bigger picture.

✅ 3. You get creative firepower & strategy in one

The best social media agencies seamlessly blend creativity with clever strategy. They make sure that all content is aligned with your brand goals, essential audience insights, and performance KPIs.

Why Our Own Brand?

At OOB, social-first is second nature. We bring brands to life with big ideas, bold moves and social that delivers. From viral hits to long-term impact, we make noise, spark love and drive results.

So whether you’re launching something new, repositioning, or simply tired of blending in, let’s make your brand stand out where it matters most.

Head here to see how we could support you on social! 📲

Or drop us a message ✌️

Final Thoughts ✨

In 2025, social-first means embracing the unexpected. The weirder, riskier, and more “did-they-really-post-that?” the content is, the better.

Why? Because authenticity beats polish, and Gen Z thrives on relatable, lo-fi, culturally fluent storytelling.

A true social-first strategy is about more than just showing up on socials. It’s about meme-worthy moments, cultural dialogues, and a deep understanding of both algorithm and audience.

Social strategy goes far beyond the feed, fueling everything from brand voice to full-scale campaign thinking and execution. Social-first thinking isn’t a tactic that works in silo, it’s the engine behind modern marketing.

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