Social media strategy is no longer about being everywhere, it’s about being exactly where your customers are, with content that makes sense for the platform and your brand.
That was the message from four marketers who know what it takes to cut through the noise:
Abha Gallewale, Former Senior Manager, Global Social & Performance Marketing, ASICS Corporation
Alex Ramey, Associate Director, Social Marketing, The Honest Company
Kendal McMullen, E-Commerce Manager, Global Healing
Grant Goldman, VP, Marketing, Pair Eyewear
Moderated by Dom Devlin, Chief Product Officer at Fospha
From platform selection to content formats and measurement, the panel offered a rare, honest look at what’s working and where marketers still get it wrong.
1. Pick platforms with intent, not FOMO
The temptation to spread marketing budgets across every social platform is strong, especially when new networks promise early-mover advantages. But the panel was clear: relevance beats presence.
Abha stressed the importance of going deep where your audience is already active. At ASICS, Instagram and TikTok have been the focus because that’s where younger, style-conscious consumers spend their time. For performance-driven content, they tap into YouTube’s longer-form capabilities.
Alex echoed that sentiment for The Honest Company, noting that while they’ve experimented on emerging platforms, the decision to double down is always rooted in audience data, not hype cycles.
“If your customers aren’t there, your content, no matter how good, will just sit in the void,” Abha said.
2. Adapt the content, don’t copy-paste
Each platform has its own language, pace, and creative rules. One of the biggest mistakes brands make, the panel agreed, is repurposing content wholesale instead of adapting it.
Instagram thrives on high-quality visuals, aspirational storytelling, and carousel or reel formats.
TikTok rewards fast-moving, authentic, trend-aware content that feels native to the feed.
LinkedIn works best for thought leadership and behind-the-scenes stories that reinforce brand values.
Grant shared how Pair Eyewear tailors not just the format but the tone of content depending on the platform: playful on TikTok, product-focused on Instagram, and community-driven on Facebook.
“The same core story can be told three different ways - it’s about meeting the cultural expectations of the platform,” Grant explained.
3. Build community through interaction, not just output
Content might be the hook, but conversation is what builds loyalty.
Kendal described how Global Healing uses polls, live Q&As, and comment replies to foster real relationships with their audience. “If someone takes the time to engage with you, treat it like the start of a dialogue, not the end of it,” she said.
The panel agreed that active listening, paying attention to what your audience is saying and then shaping future content around those insights, is one of the most underused growth levers on social.
4. Lean into creators and micro-influencers for authentic reach
Creators are no longer optional for social-first growth strategies. But the panel cautioned against thinking bigger is always better.
Micro-influencers, with their niche audiences and high trust levels, often outperform celebrity partnerships on engagement and conversion.
Alex highlighted Honest Company’s success with parenting influencers who have small but fiercely engaged followings, allowing the brand to speak directly to parents in an authentic voice.
5. Make measurement your north star
Dom Devlin brought the conversation back to Fospha’s core focus: you can’t scale what you can’t measure.
While each brand measures success differently, the consensus was that vanity metrics (likes, followers) are less important than engagement, retention, and ultimately sales impact.
“Don’t just measure for measurement’s sake, measure so you can make better decisions,” Dom advised.
The panel shared examples of how measurement has led to strategic shifts, from reallocating spend across platforms to identifying which influencer partnerships truly move the needle.
The real takeaway: quality over quantity
What became clear is that the most successful brands aren’t on every platform, they’re on the right ones. They don’t post the most, they post the best. And they measure relentlessly so they can keep getting better.
As Dom summed it up, social strategy in 2025 isn’t about chasing every new trend. It’s about showing up where it counts, with content that earns attention and drives results.
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