This Is The Most Underrated Social Strategy in 2025

Why hello and happy Friday to you.

Currently on the train to Connecticut to get some blood drawn so that I can live forever like Bryan Johnson. Kidding…kinda. I just signed up for Function, which supposedly requires like 10+ vials to see 100+ biomarkers. Kinda cool, but equally kinda scared.

Anyway, this week a lot came to mind when I was thinking of what I wanted to write about, but the theme of community came up again, especially leaving this year’s Future Commerce VISIONS summit. However, the aspect of how brands care for their customers and consumers online and how to build deeper vs. always feeling the need to build wider.

We all spend so much time talking and writing or reading about content, creators, or saying “I want a community”, but the real magic already in front of you potentially. It’s in your DMs, it’s in your comment section, it’s through the people making content about your brand without you having to ask.

Social media used to be where you told your story. Now it’s where your customers tell you what they need. And if you’re not answering? Someone else will.

After all, what’s the point of growing a community as big as you can if you’re caring for them through listening to what they want vs. what you want?

Let’s talk about it.

The State of Community Care on Social Media & Why It’s Your Most Powerful Growth Tool

Did you know that 73% of social users agree if a brand doesn’t respond on social, they’ll buy from a competitor?

That number should keep any social team up at night. Sorry if I just ruined your weekend.

There’s more of those that I found in the 2025 Sprout Social Index™ . Don’t say I didn’t warn you.

And yet, how many brands still have unanswered comments under paid ads on Meta or on all their organic posts online? How many still leave their customers on read when they have a question? How many are ghosting their most engaged community members?

Well, the truth us community is not built on just vibes. It’s a retention lever. You can build one and more will come, but if you don’t try to build deeper relationships as you scale, they will also gladly leave.

We’re at a point where nearly every stage of the buyer journey is happening on social. People are researching products in the comments section. Comparing feedback under influencer posts. Asking for gluten-free options in a brand’s tagged photo before clicking “Add to Cart.”

Social is customer service now.

“Consumers say companies should make personalized customer service their #1 social media priority in 2025.” — Sprout Social Index™

Social is shaping purchase behavior, not just sentiment.

Sure, your content may help sell your service or your product. Your content may help gain your new eyes to a niche of customer you didn’t expect, but your care and attention is what will close a deal.

Let’s use a real life comparison.

Imagine going to the doctor, sharing all your symptoms, and instead of a plan or follow-up, they just nod... and walk out of the room.

That’s what it feels like when someone comments on your post or sends a DM and gets no response.

On the flip side, think about the kind of doctor who checks in after your appointment. The one who sends a note to see how you're doing. The one who remembers your last visit when you come back in the office and might even remember small details about your life at that time.

That’s the kind of brand people stick with.

Social care isn’t just about solving problems. It’s about showing people you see them, that they matter after the sale, and that there’s a human on the other side who gives a damn.

So, the next time a comment comes in asking about product ingredients, shipping timelines, or sizing advice, don’t treat it like a chore. Treat it like the loyalty builder that it is.

If you needed some more stats to really help push why you team, your brand, or why your clients need to have a strategy for your community, I have you covered.

• 81% of consumers say social media compels them to make spontaneous purchases multiple times per year.

• 28% of consumers say they’re making impulse buys at least once a month because of social content.

• And when they’re ready to buy? Most turn to Facebook (39%), then TikTok (36%), then Instagram (29%).

If I Were Running A Brand, Here’s How I Would Focus on Community:

1. Build your comment reply system like a CRM.

   • Treat every comment like a warm lead. Track FAQs. Tag repeat customers. If people are tagging their friends? That’s an invitation to join the conversation, not ignore it.

2. DMs = your new concierge desk.

   • People aren’t always going to email for product questions anymore. They’re sending “hey, does this work for oily skin?” at 11pm on a Friday night. Respond fast, and respond like a human.

3. Involve your community in content.

   • Use comments to inspire content. Turn real questions into videos, encourage comments on call to action posts like this one I made for D.S. and Durga that now informed what fragrances customers want to come back, and shoutout customers who share content. The brands that are winning in 2025 are the ones who let their audience co-create the narrative.

FINAL WORDS:

If you’ve been ignoring your replies or treating community care like a side task, it’s time to flip the script.

Social media is not just a place for content.

It’s a line for customer service.

It’s a sales channel.

It’s where community is formed and kept.

It’s business.

If you have been wondering why and how consumers’ relationship to social media is changing and how you can break through the noise to create a memorable brand, you can get a free copy of the Sprout Social Index ™ right HERE on me.

A huge thank you to the Sprout Social team for helping support and sponsor today’s newsletter around a topic I so deeply care about. I’ve been a user of Sprout Social since I started consulting almost 9 years ago so this is surreal. A huge thank you to YOU reading this for making this happen.

It’s time for Ahead of the Trend. A quick, snappy ode to the fun things I’m seeing online across creators, social, and brands. Sometimes, it’s a trend. Sometimes, it’s just a tip I want to share about marketing. Sometimes, it’s about snacks. TL;DR: just cool things I’m loving right now or things you should know.

In no particular order, let’s dive in:

• Eating: These SkinnyDipped Caramel + Peanut Paradise Cups are chef’s kiss.

• Drinking: The new Recess Orange Vanilla flavor is basically a liquid creamsicle that helps calms you down.

• Thinking About: I might be switching and bringing this newsletter to Substack. Stay tuned. Open to thoughts.

• Influencer(s) of the Week: @GrandmasGoNoshing. How can you not love them? Some say that reaching the older demographic is hard, but there are influencers and creators across all ages of life… if you search hard enough. I want to be them when I grow up.

  • BTW, last week I mentioned Jake Schroeder and how he is an easy win for a brand. Within a few days, the CIA literally paid him for a partnership. Too good. Also, pop off CIA???

• News You Should Know About:

  • If you’re in NYC while reading this, please vote.

  • If you’re in LA right now with everything going on, please stay safe and alert. Families are being separated, people are held without food and water for days, and no one knows when they might get to see their loved ones again. A few friends have been sharing this resource, but L.A Taco has been great with real-time updates.

THAT’S A WRAP

Alright, alright, alright. That’s it for this week.

We’re officially back on the wagon of one newsletter minimum per week. Yes, life happens, but we’re aiming for Thursday and/or Fridays. If you have a preference, let me know.

If there is an extra, you’ll usually see it on a Tuesday if I am feeling locked in.

Tomorrow, I am off to Boston for the very first event for my client, point of view. If you want to see what community looks like IRL, follow along here. We sold out the event in 57 seconds via SLACK. Yes, Slack. More on that soon and my learnings.

As always, thank you for taking a few minutes from your morning to spend it with me.

If you have any questions ever, please don’t hesitate to hit the “reply” or DM me.

If you know anyone who you think would enjoy this newsletter, it would mean so much if you could send them this link or forward this this edition: https://kendalldickieson.beehiiv.com/subscribe

Want to catch up on past editions of No Filter? Read them all for free right here.

See you next week.

-KD

This week’s edition of No Filter is brought to you by Sprout Social