Fewer posts, better results: the 2025 content strategy shift

Now that we’re more than half way through 2025 [can you believe it?!], Sprout Social has released their 2025 Content Benchmarks Report giving a glimpse at social media performance trends across industries and platforms.

Before you go digging through the 25-page report, we’re breaking down our top takeaways…

⚡️ Audiences want quality over quantity

Not to sound like a broken record, but we’ve long been preaching that 1 high-quality post is better than 10 sub-par posts, and it looks like audiences agree with us. From 2023 to 2024, brands have decreased the amount of published posts. At the same time, average inbound engagements increased almost 20%. What does this mean for brands? Scaling back your publishing and taking the extra time to really invest in creating unique, engaging, value-add content, pays off.

🕺You don’t need to jump on every trend

Some good news: 94% of consumers think that brands do a good job of keeping up with online culture. However, when it comes to participating in trends, there are some rules for brands. However, they’re split on brands trendjacking [aka when brands, companies and influencers insert themselves in viral moments]. While some audiences appreciate brands jumping on trends, +25% of audiences think its only effective within 1-2 days of the trend emerging. This means brands need to trust their social teams and get content out fast. And if a trend doesn’t completely align with your brand, its okay to skip out on it.

Read the full piece on Substack here