Congratulations, You Made It…
To the end of 2024, that is. Not to the pinnacle of social stardom.
Although perhaps you did? If so, we should hardly be compiling this list alone.
Hit reply and take the mic already!
If you didn’t reach the elusive social moon, however, there are a few things you should know. Firstly, you’re not alone. If you’ve learned anything from our 2024 newsletter drops, hopefully, it’s the volume of stars that need to align for social success. But that’s not to say you’re not accountable for moving them into the right place and propelling the spark.
Especially if you’re making these all-too-common mistakes…
So you don’t wind up in the same place next year, wondering if it was you or an ill-fated algorithm shift, we’ve compiled a list of the Top 10 Social Mistakes We Saw in 2024 (and yes, hate to say it, you’ve probably made at least one). It’s not personal, it’s just the nature of the beast—social media is an ever-changing landscape, and keeping up is never guaranteed.
Keep Reading, And You Just Might Help Yourself Along in 2025.
Ask yourself: are you guilty of one… or all 10?
1. Using Only One Type of Format.
If you’re only posting one type of content—say, static posts on Instagram—you are, without a shadow of a doubt, leaving engagement on the table. Different formats, like carousels, reels, stories, and broadcast channels, serve unique purposes and appeal to different audience behaviors. For example, Instagram Stories are perfect for behind-the-scenes snippets, while carousels are ideal for highly saveable, educational content.
In 2024, brands like Glossier leaned heavily into reels to showcase tutorials and significantly boosted their reach in the process. If you’re sticking to just one format, you’re missing out on the algorithm’s preference for variety and your audience’s appetite for dynamic content. Don’t catch yourself repeating this blunder in 2025.
2. Ignoring the Power of the Hook.
In a world of non-stop scrolling, the first three seconds of your content count for everything. Neglecting to craft a strong hook—whether it’s a captivating headline, an unexpected question, or an engaging opening visual—means losing attention before you’ve even started. Take TikTok creator Chris Olsen, who consistently hooks viewers with, “I still can’t believe this happened,” resulting in millions of views.
If you’re leading with something bland like “New product launch!” you’re already at a disadvantage. Your hook is your one-way ticket to stop the scroll—don’t waste it in 2025.
Throwing 30 hashtags on your post and calling it a day is so 2016. In 2024, hashtags are about precision, not quantity. Our rule of thumb—aim for 3-7 relevant hashtags per post. Ideally, these should be a mix of specific and broad hashtags. For example, if you're posting about a new activewear launch, you might use something like #SustainableFitness (specific), #Activewear (medium), and #WorkoutMotivation (broad).
💡 Remember: The algorithm now prioritizes content relevance over sheer reach, so if your hashtags don’t align with your post, you’ll confuse it—and your audience. Brands like Airbnb know what they’re doing, using location or even season-specific hashtags to connect directly with travelers having expressed prior interest.
4. Assuming TikTok Is A Waste Of Your Time.
If you’re still convinced TikTok is just for Gen Z, think again. TikTok surpassed 1 billion users in 2021 and is expected to sit around the 1.8 billion mark today, with its audience diversifying rapidly. Duolingo knows this, which is why they’re prioritizing playful, platform-specific content that can tap into all age groups. In 2024, TikTok is about entertainment as much as education, shopping, and even B2B storytelling. Ignoring the platform could mean missing out on a massive (and growing) audience eager to engage with your brand, product, or service.
5. Neglecting to Provide Influencers with Custom Briefs.
Sending influencers vague directions like “Just talk about your experience with the product!” is like expecting someone to read your mind. Influencers thrive on clear, custom briefs that outline your goals, key messages, and creative boundaries while leaving space for their voice. This year, Rare Beauty provided influencers with distinct storytelling frameworks for their launches, leading to authentic yet brand-aligned campaigns. Without guidance, you’re gambling on whether the content fits your vision—and in 2025, no one has time for that kind of risk. Or at least, they shouldn’t.
6. Having the Same Goals for Every Platform.
Each social platform serves a unique purpose, and treating them all the same is another rookie error worth avoiding. Although primary platforms will differ according to target audiences, typically Facebook (or X) excels at fostering community, TikTok is your awareness driver, Instagram is your go-to hub for curated brand identity, and LinkedIn is where you talk shop with stakeholders or your B2B network.
In 2024, brands like Nike nailed this by posting CEO-driven updates on LinkedIn while reserving TikTok for viral challenges. If you’re not tailoring your goals to each platform, you’re likely to be spinning your wheels without much traction.
7. Not Listening To Your Audience.
So your audience has told you (via direct comments or saves) that they love your educational content? Then, why are you still spamming them with product photos? That’s an easy way to flatline your engagement, period. If you don’t have an audience telling you what they prefer directly, pay attention to what they’re telling your competitors.
Up-and-coming beauty brands should be watching Fenty Beauty and the way they reacted to audience feedback, launching more makeup tutorials after fans asked for tips. Social is a conversation, not a broadcast. Listen, adjust, and you will glean more promising results.
8. Never Taking The Risk.
If you’re always “playing it safe” with your content, expect the algorithm to play it safe with your reach. Memorable brands take risks—whether that’s experimenting with new content formats, bold creative ideas, or daring campaigns. This year, Aldi UK continued to cheekily engage in X (formerly Twitter) banter, which humanized the brand and majorly won over followers. Staying in your lane may feel comfortable, but in 2025, the risk-takers will continue to be the ones driving cultural relevance.
9. Collaborating Without the Collaborator Post Feature.
The collaborator feature (available on Instagram and TikTok) allows both you and your collaborator (or ambassador) to post the same content, doubling exposure to your respective audiences. In 2024, brands like Gymshark leveraged this for various influencer partnerships, leading to higher engagement and visibility. If you’re not using this feature, you’re cutting your potential reach in half. Simple as that.
10. Sticking With The Same Strategy You Started The Year With.
Unfortunately, not unique to 2024, this mistake rears its evil head every year in the form of outdated strategies and the failure to adapt. This is one of the biggest mistakes brands can make, and most importantly, the brands on your radar are simply not making them. Spotify just adjusted its strategy mid-year to lean heavily into collaborative playlists on TikTok.
The takeaway? Don’t wait until 2026 to pivot—review your strategy monthly and stay flexible to keep pace with what’s working and not.
Your brand deserves better than the same old 30-piece hash-tag set in 2025. No cap.
Until next time.
. . .
Head of Communications, 1DS Collective
