Social media is more crowded than ever, and in 2025, standing out requires a strategic approach. Scrolling is faster, competition is fiercer, and capturing someone’s attention in under three seconds is no longer optional, it’s essential. If your content isn’t stopping thumbs, it’s getting lost in the noise.

After growing LickYourPhone Media’s audience to over 2 million food-obsessed followers and working with some of the biggest names in hospitality, I know one thing for sure: successful social media isn’t an accident. It’s strategy, execution, and understanding what makes people engage.

Here are my top five tips to create high-quality, thumb-stopping content

1. Prioritise video first

Instagram, TikTok, and even LinkedIn now prioritise video over static images, so your social media strategy needs to be video-first. The algorithms of these platforms are wired to favour video content because it keeps users on the app longer and drives more interaction, so video is rewarded with higher reach and stronger engagement.

If you want to show up in your audience’s feed, reach new eyeballs, and create connection, your content plan should include snackable, value-packed video that’s native to the platform.

This doesn’t mean you should ditch static posts altogether. There’s still a place for beautiful still imagery to complement your strategy, especially when it comes to aesthetics, mood, or showcasing a product range. Use them to break up your feed visually, for campaign hero shots, or for carousels, but they’re no longer the hero. Video is what gets you seen.

2. Hook them within the first 3 seconds

Attention spans are shorter than ever, so your content needs to make an impact within the first three seconds and stop the scrolling. Lead with a strong hook for the first frame in both visuals and captions that makes your audience want to keep watching, such as “the #1 mistake you’re making…” or “you’ll never believe what happened when…”.

Keep it short and engaging with quick cuts, dynamic transitions and movement to keep the content flowing and feeling fresh. Adding bold text overlays can help highlight your main message, especially since many people watch videos with the sound off. Text helps drive the story visually and reinforces your key points, fast.

Don’t be afraid to lead with the most compelling part of the story. There’s no time for slow intros so hook them early, then deliver the value. Whether it’s an unexpected reveal, a useful tip, or a powerful visual, your goal is to earn that next second of attention… and then the next.

3. Balance storytelling over selling

Social media isn’t just about driving sales, it’s a two-way conversation and an opportunity to provide value to your audience. Brands that only push promotions get tuned out, or worse, unfollowed.

Lean into storytelling by showing behind-the-scenes glimpses of your business, real people using your product or service, and content that positions you as an expert. Entertainment content that’s relatable or funny also performs exceptionally well, as people connect with businesses that make them feel something.

Ask yourself: would you engage with your own content? If not, you need to rethink it.

4. Leverage trends strategically

Social media trends are a fast track to visibility, but only if you jump on them quickly and strategically. Viral trends aren’t just for Gen Z, they’re for brands that want to stay relevant.

Trending audio and music increase reach because both Instagram and TikToks’ algorithms prioritise content that uses popular sounds, so use it to your advantage. Similarly, the platforms like to encourage the use of their newest features by giving them favourable weighting, so keep an eye out for updates and be an early adopter. For example Instagram recently began allowing users to a/b test Reels with different captions to different audience segments, and those that did so were rewarded with high reach.

It’s important to note that not every trend will be for you though, so be discerning and stay aligned to your brand identity when leveraging trends.

5. Calls to action

A post without a clear call to action (CTA) is a wasted opportunity, so ensure every post has a clear purpose. If you’re not telling your audience what to do next, you’re leaving engagement (and money) on the table.

The easiest way to increase engagement is to ask people to do something, whether it be to interact with the content (comment, tag a friend, follow, share or save) or take the next step (“book via the link in our bio”, or “DM us to find out more”).

To take CTAs to the next level, challenge your audience to share User-Generated Content (UGC) tagging your business. This not only reaches their followers and expands your brand’s visibility organically, it creates content for you to reshare that shows your audience everyday people that love your business as social proof.

Creating thumb-stopping social media content isn’t about luck. It’s about understanding your audience, embracing trends, and delivering value in a way that’s impossible to ignore.

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