Social Media Strategy FOr 2025

Real connections win.

As marketers — wowza — we are having a lot of conversions about what’s going on in social media in 2025. 😮‍💨 There’s a lot of talk going on out there. Between Meta's changes, algorithm frustrations, and the classic “Instagram is dead” vibe, the drama is heavy.

We small businesses who care deeply about everything are feeling it. Nick Lundeen of Lundeen Jewelry shared such a relatable and honest perspective this last week: “Exiting Instagram hurts small businesses more than it hurts the big corporations. The best thing I can do is thrive as a small, compassionate business.”

“Exiting Instagram hurts small businesses more than it hurts the big corporations. The best thing I can do is thrive as a small, compassionate business.” - Nick Lundeen

It’s about how we use it.

Social media isn’t perfect, but for small businesses, it IS one of the most effective tools to gain exposure, build a community, and connect with like-minded creators and customers. So here’s what we’re reminding ourselves in 2025: it’s not about whether any platform is perfect; it’s about how you use it. And this year, we know your brand will do well when you use your platform to create, promote and inspire real connections.

Especially as hospitality brands, connections are imperative! You are innkeepers. You literally hold the lamplight out to the weary traveler, after a long day on the road (even if that just means you have working lightbulbs on your property). You are the warm welcome for the traveler ready for respite, ready for a warm stay. You’re the helpful guide to local watering holes, you’re the way-finder.

Real connections and collaborations are the energy we’re inspiring for your social media feed in 2025.

How can boutique hotels and vacation rentals make social media a space for real connection in 2025?

Here’s a list of three pretty simple ways we’ve used social media to collaborate, promote and connect with other businesses, potential guests and creators. Hopefully these ideas inspire you to cut through the chaos, share your business and cultivate connections.

1. Team Up with Local Creatives

If you have a beautiful space but no content that really captures the magic you want to see happen IN that space, we’ve got a solution for you.

Host a photoshoot! Invite local photographers, stylists, or creators to showcase what’s possible—weddings, retreats, family vacations. We’ve seen this work wonders. One of our boutique hotel clients hosted a wedding workshop for local photographers. The result? Gorgeous photos that showed off the venue’s potential and gave the photographers content to grow their portfolios. Win-win.

2. Shine a Light on Local Businesses

You’re not just a property—you’re part of a community. Partnering with local businesses isn’t just great marketing; it’s about showing your guests what makes your destination unique.

For one vacation rental client, we teamed up with a ski resort, sauna company, and coffee shop to create a joint reel. It highlighted these special places that made the area magnetic and boosted bookings while showering those businesses with views too. Guests saw the rental as more than just a place to stay — it became their gateway to an immersive experience.

3. Create Unique Collabs

Partner with a local business to create something your guests can’t find anywhere else. A discount code, a special package, or even a unique event can go a long way.

One of our clients teamed up with a local ski resort to offer a discount for annual ski pass holders. Not only did it drive bookings, but it also showed the hotel was in tune with its community and its guests.

So, What’s Next?

Here’s the thing: Social media isn’t going to get you anywhere if it’s just about being “out there.” Hopefully in your world, “posting just to post” is dead, gone, bye bye forever. And in 2025, we’re calling that the best way to beat the bots and scammers and general craziness is: connection, authenticity, less noise, more intention.

We firmly believe that you’re going to win when you center that in your strategies. You’re going to flourish when you initiate and inspire creating moments and stories. ✨

That’s why we’re here. That’s the part of strategy and content creation that we love most. Helping boutique hospitality brands shine through meaningful collaborations, intentional content, and strategies that actually work. If you need help with your 2025 social media plan, let’s talk! We can help you create something that connects, inspires, and drives results.