Common Social Media Mistakes to Avoid in 2025

In 2025, the global number of active social media users reached approximately 5.24 billion, accounting for 63.9% of the world's population. With such a vast audience, sharing quality content that cuts through the noise is more important than ever. But we still find that many brands fall into common pitfalls that hinder their social media success. 

Let’s break down five common social media missteps and what to do instead.

Overly Sales-Driven Content

No one logs into social media hoping to be pitched to. When every post is shouting “Buy ooo!”, your audience will likely tune out. While sales are important, bombarding people with offers isn’t the way to build long-term loyalty. Constant promotional content can make your brand feel pushy and transactional, rather than engaging or relatable. 

What you should do is shift your focus toward value. Mix up your content with posts that educate, entertain, or build connections. This can be done through behind-the-scenes clips, creative visuals, or storytelling that showcases your brand personality. Social media is a space for conversations, not just conversions. And it’s not just a theory; over 90% of marketers say that building an active online community is key to social media success. When your content feels human, people engage. And when people engage, trust and sales tend to follow.

Overlooking User-Generated Content (UGC)

If you’re not tapping into UGC, you’re leaving serious engagement on the table. User-generated content, photos, videos, testimonials, or reviews shared by your actual customers serve as one of the most powerful trust builders out there. And that's why 92% of consumers trust recommendations from friends, family, and peers over branded content. Why? Because it’s raw, real, and relatable. More importantly, it tells your story through the people living it. Today’s audience is sceptical of overly polished, corporate marketing. They want to see real people using your product, loving your service, and talking about it without a script.

For Truecaller, we ran a campaign that invited university students to share their experience using a branded hashtag. This not only amplified reach but also drove a 302% growth in branded mentions. 

The takeaway? UGC doesn’t just build hype, it builds community.

Inauthentic Team Content

Your team is your brand’s secret weapon, but only if they come across as real. A smiling photo or behind-the-scenes video can build powerful connections, but audiences quickly sense when something feels staged. Instead, focus on authenticity. Spotlight the people behind your brand with fun facts, mini interviews, milestones, or their favourite moments on the job. 

Amidst an increasing amount of generic AI-generated content, your team’s unique voices and personalities are what make you stand out. Better yet, empower them to share content from their perspective. Studies show that employee-generated content can earn more trust and engagement than polished, branded messaging ever could.

Ignoring Short-Form Video Content

According to a study by Microsoft, the average human attention span is now just 8 seconds, down from 12 seconds in the year 2000. That means you have less time than ever to make an impression. Platforms like TikTok, Instagram Reels, and YouTube Shorts have become essential tools for grabbing attention quickly and delivering value fast. If your brand isn’t already leveraging these formats, you’re likely missing out on massive engagement, visibility, and audience growth. Audiences today prefer quick, digestible content that grabs attention fast and delivers value even faster. Short-form video helps your brand stay visible and memorable. Examples of short forms are behind the scenes, educational videos, employee engagement, etc. 

What you should do is start creating concise, engaging videos that entertain, educate, or spark curiosity. Make use of trending sounds, hashtags, and visual hooks to boost your content’s discoverability. 

At Switch, we’ve helped brands adapt their strategy for short-form success, driving engagement, recall, and results. 

Poor Visual Branding

Inconsistent colours, low-quality images, and cluttered layouts send a confusing message. They make your brand look unprofessional—and worse—forgettable. If your audience can't recognise your posts at a glance, you're losing valuable brand equity. Strong visual branding does more than just “look nice.” It builds recognition, trust, and a sense of familiarity. Without it, every post feels like it’s starting from scratch. And in a space where people scroll at lightning speed, those first few seconds matter more than ever.

You should develop a cohesive visual identity that reflects your brand’s tone and values. This means investing in:

• A consistent colour palette and font style
• Branded templates for posts and stories
• Clear visual hierarchy in your design
• High-quality, well-composed imagery

At Switch, we implemented this approach with HunterTV, refreshing their entire visual system for social. The result? A more unified feed, higher engagement, and stronger brand recall.

If your content looks all over the place, it’s time to fix the visuals, because consistency isn't optional, it's strategic.

Strong social media doesn’t come from showing up occasionally or doing what everyone else is doing. It comes from clarity, consistency, and content that earns attention rather than demands it. Lead with value, and stay human in your approach. That’s how you go beyond likes and build a brand people actually care about. 

So here’s the real question—what is your content saying about your brand before you’ve even said a word?