Audience Building in 2025: Is Social Media Still Worth It?

Audience Building in 2025

“Don’t build your content empire on rented land.” — Michael Hyatt.

This quote has been echoing in my mind a lot lately.

Because if you’re trying to master audience building in 2025, this single line might be the most important thing you need to remember.

Five years ago, social media felt like the land of opportunity.

Post consistently, engage with your audience, and your reach could grow at lightning speed.

I remember back in 2018, when I first leaned into content strategy to promote my podcast.

All it took was one viral LinkedIn post, and suddenly I had thousands of downloads.

It felt like the platforms were rooting for creators.

But fast forward to today, and the landscape of social media trends looks very different.

Algorithms are pickier.

Organic reach is shrinking.

And the promise of “build it and they will come” just doesn’t work anymore.

So the big question is: Is social media still worth it for audience building in 2025?

Let’s unpack this together.

The Current State of Social Media for Audience Building

Here’s the reality: social media platforms are no longer just social networks.

They’re ad-driven ecosystems designed to keep people scrolling. Their business model is built around capturing attention, and that means they favor content that keeps users hooked the longest.

That doesn’t mean they’re useless for growth.

But it does mean your content strategy has to evolve if you want to succeed in audience building.

Five years ago, posting short tips, hacks, and “value posts” worked beautifully.

A simple text update on LinkedIn could go viral. A single tweet thread could explode overnight. Even a quick infographic on Instagram might have been enough to attract thousands of new followers.

Today, the game has changed. Platforms reward either highly entertaining content (think TikTok reels, Instagram stories, or funny short-form skits) or long-form thought leadership (like LinkedIn deep-dive articles, YouTube tutorials, or podcast-style videos).

The middle ground—the short but valuable post—isn’t enough anymore. Algorithms view it as skim-able content that doesn’t generate strong engagement signals. If it doesn’t keep people watching, commenting, or sharing, it simply gets buried.

To stand out now, you either need to capture attention with entertainment and storytelling or hold attention with depth and expertise.

What’s Actually Working for Audience Growth in 2025

So what’s working for audience building in 2025?

If you’ve felt frustrated with shrinking reach or inconsistent results, you’re not alone. The strategies that worked even two years ago feel outdated today. But here’s the encouraging truth: audience growth hasn’t disappeared—it has simply shifted. Instead of chasing algorithms, creators who are thriving are focusing on timeless principles that cut through the noise and keep their communities engaged.

The new rules of audience building are clear:

• Focus on depth over breadth. Pick one or two platforms max and become genuinely valuable there. I’ve seen creators with 5,000 engaged followers make more impact than those with 50,000 passive ones.
• Treat social media as the bridge, not the destination. Your real audience lives in your inbox or podcast feed—not on someone else’s platform. Use social media to spark discovery, then invite people into your owned ecosystem.
• Become a curator, not just a creator. Share other people’s insights, comment thoughtfully on their content, and build genuine relationships. The algorithm rewards engagement, not just publishing.
• Embrace the long game. Quick wins are rare now. Sustainable growth still happens, but only for those willing to show up consistently.

This is where Michael Hyatt’s Platform becomes so relevant. He emphasizes the need for a “home base” (your blog, your website, your email list) instead of depending entirely on “embassies” like social platforms.

And Pat Flynn’s Superfans takes this one step further—reminding us that real growth comes not from chasing vanity metrics, but from cultivating people who would happily spread your work because they truly believe in you.

Social Media Trends: What’s Not Working for Audience Building

It’s just as important to know what doesn’t work as it is to know what does.

Here’s what I’ve noticed isn’t effective anymore:

• Posting without strategy. Random tips, generic inspiration posts, or scattered thoughts don’t move the needle. Consistency without purpose is noise.
• Chasing every platform. Trying to be everywhere spreads you too thin. Instead, go deeper on one or two platforms where your audience actually hangs out.
• Vanity metrics obsession. Follower counts and likes don’t pay the bills. What matters is who engages, not how many.

I tested this firsthand on LinkedIn with a little study. I observed two very different approaches to growing an audience:

1. The Chris Donnelly style. His posts are like tutorials—step-by-step teaching, paired with custom infographics. It’s high-effort, often taking 60–90 minutes just to create one infographic. But the payoff is big: Chris is the fastest-growing creator on LinkedIn, and for good reason. If you’re focused on one platform and have a strong funnel in place, this method can accelerate growth. The downside? Without a team, burnout is a real risk.
2. The Justin Welsh / Jasmin Alic style. Their posts are simple, motivational, and easy to produce. You can create seven posts in an hour with this method. Growth is slower at first, but with consistency, authority compounds, and momentum builds. It’s manageable for solo creators and keeps you in the game long enough to succeed.

Both strategies can work—you just need to decide based on your resources, time, and overall business strategy.

My Own Audience Building Strategy Shift

I’ll be honest with you—I used to be obsessed with follower counts. Back then, I thought the numbers were the ultimate scoreboard of success.

I’d refresh LinkedIn or Twitter just to see if the numbers ticked upward, and every new follower gave me a little rush of validation.

It worked to some extent—I got traction, I saw growth—but it wasn’t sustainable. It felt like running on a treadmill that only got faster and faster.

The real breakthrough came when I shifted gears and doubled down on my newsletter and podcast. That’s when I realized I didn’t need to chase every trend or algorithm change. Instead of trying to “beat the algorithm,” I focused on building direct relationships with people who genuinely cared about my content.

And here’s the interesting part—social media became more fun again. The pressure disappeared once I stopped treating it as the main stage. Instead, it became a doorway.

Now, I look at social platforms as discovery tools. A thoughtful LinkedIn post might spark curiosity and bring someone to my newsletter. A short podcast clip on Instagram can pull someone into listening to the full episode. Even a quick tweet can lead to a deeper conversation in email.

In other words, social media became a bridge, not the final destination—and that shift has made all the difference.

So… Is Social Media Still Worth It for Audience Building?

The short answer? Yes—but only if you use it strategically.

If you’re expecting social media alone to build your business, you’re setting yourself up for disappointment.

But if you see it as the spark, not the fire—the discovery channel, not the relationship builder—then it’s still incredibly powerful.

Because people may discover you on social platforms.

But they’ll stick with you on email, podcasts, and communities.

That’s where real audience growth happens.

As Seth Godin once said: “Don’t find customers for your products, find products for your customers.”

And in 2025, I’d tweak that to: Don’t find followers for your posts, build platforms for your people.

Final Thoughts on Audience Growth in 2025

If you’re just starting your journey, here’s my advice:

• Use social media for reach, but don’t rely on it for depth.
• Build an email list as early as possible—it’s the single most valuable asset you own.
• Think less about “going viral” and more about serving a small group of people deeply.

That’s the shift that turns casual readers into loyal supporters.

And that’s how you build an audience that lasts beyond 2025.

Book Recommendations for Audience Building

• Platform by Michael Hyatt — This book lays out why you need a home base (like your website or email list) rather than relying fully on platforms you don’t control. It’s a roadmap for building visibility and credibility from the ground up.
• Superfans by Pat Flynn — Pat explains how to move beyond chasing numbers and instead nurture a small group of passionate supporters who will become your biggest advocates. It’s about depth over breadth.
• The Business of Belonging by David Spinks — A practical guide to community building that shows you how to create meaningful connections and design communities that people want to be part of. Perfect for anyone looking to scale trust and engagement.

Recommended Newsletters

Here are few newsletters that I would recommend that you sign up to if you are interested in learning the art of running a side-hustle:

• Write, Build, Scale
• Why we buy
• The Book Bub
• The Stacked Marketer
• The Growth Bulletin
• Unconventional Productivity for Online Business Owners
• Side Hustle Weekly
• The Affiliate Guy
• I will teach you to be rich
• How Brands win
• For the Interested
• Send and Grow

Sign up to these and follow them. You will get a lot of information and content for your blog posts, podcasts and even social media posts.

I will share more such ideas in my future newsletters.

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