Last February, Maria was invited to the Mindzallera Social Media Conference in Kuala Lumpur, Malaysia. There, she participated in a panel session about Gen Z Marketing and gave a keynote presentation about Ethical Marketing.

There is no doubt that social media is evolving rapidly, and social media agencies are highly expected to keep up with the latest trends or use the newest platforms. Beyond being agile, there are three main strategies that brands can adopt to future-proof their presence on social media.

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AI and tech as a support tool

We at beige. social are firm believers that nothing can ever replace human touch. However, this does not mean we cannot leverage AI and tech to improve our work. We have been experimenting with different mindful ways of using AI in our social media work over the past few weeks, and here are our key takeaways on how you can use AI to support your social media efforts:

• Use Grammarly to assist in grammar checks and in rewriting copies.
• Use ChatGPT and Perplexity to spark inspiration on days when creative block strikes.
• Create seamless workflows and integrations using Zapier.
• Automate note-taking via Fathom.
• Record Loom videos to provide extensive feedback and briefs.

AI and technology are useful tools, but they should only be used to support our work as humans. There are still some things that AI cannot replace or do properly, such as localising content or understanding nuances that impact copywriting.

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Tapping into Uncreativity as a Content Strategy

Let's face it: creativity doesn't come easy for everyone so why not lean into uncreativity? Shawn Yeo, a fellow speaker, talked about different ways brands can still product content without the overwhelm and pressure of getting creative. The easiest trick would be to document anything and everything. There's a reason why a day in a life videos are so common lately — it's easy to film, it doesn't require much planning, and there's no pressure to talk to the camera.

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Community-Building as a Growth Strategy

Hopping on trends or going viral is no longer cutting it. To achieve sustainable social media success with a longer impact, brands need to think beyond raising engagement or follower count. Turning your audience into a community is a sure-fire way to future-proof your business as this builds brand trust and retention while keeping them engaged on- and offline. Here are different ways brands can make this happen:

• Hosting offline community events such as a pop-up or weekend brunch.
• Organising a staycation or retreat with your VIPs or regular customers.
• Starting an IG broadcast channel or Telegram channel as a semi-private communications channel.

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These are only a few ideas for future-proofing your brand on social media in 2025. Stay tuned to our following blogs for social media tips from Maria's panel and keynote sessions!