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Winter Check-In: Reflections, Trends, and Recommendations for 2025

Writer: ShelbyShelby
Feb 69 min read

Updated: Feb 10


Like a lot of people, I really love taking time at the start of a new year to reflect and set some intentions for the year ahead.


2024 was a big year of progress for me both personally and professionally. I revamped my website, embraced some new AI tools, and joined a few networking groups. I wrote A LOT of articles about hormone health with Mira, and I continued to provide consistent marketing and communications support to a handful of SME and nonprofit clients. My husband and I also bought our first home together.


So before 2025 gets away from me, I’d like to take a moment to share some recent projects, highlights, and thoughts on a few digital trends. I’ve also included a list of my favorite newsletters, podcasts, and social media accounts that keep me inspired (and entertained!) as a comms professional.


Recent Projects and Highlights


Hormone Awareness and Closing the Women’s Health Research Gap with Mira


I’ve been working as a health/medical copywriter with Mira for nearly four years. Mira is a health tech company specializing in hormone tracking and promoting hormone health awareness. Their flagship product, the Mira Hormone Monitor, empowers women to stay in tune with their bodies and reproductive health.



Last year, I penned over 50 blog articles for Mira – covering topics like the benefits of hormone testing, ovulation tracking, navigating infertility, getting pregnant with polycystic ovary syndrome (PCOS), and so much more. 



Here are a few notable articles from 2024:  



Mira also conducts regular surveys and studies. I bring these studies to life on the blog; simplifying insights and tying all the themes together. Here are a few examples: 



In late 2024, Mira also launched the ‘Menopause Transitions Mode’ — a new mode in the Mira App making it possible to monitor the hormonal transition to menopause.



I was happy to support this launch with the following articles: 



I’ve actually learned so much about my own health while working with Mira over the past few years! It is an absolute pleasure and privilege to get to share this information with women across the world on the Mira blog. 


Bringing Structure, Consistency, and Fresh Ideas to Carrie Burke Tutor Work’s Communications Strategy


I met Carrie from Carrie Burke Tutor Work through a new Manchester-based networking group, Runaway With Me.



Carrie has a lot of personality and energy, which makes her such a joy to work with.


The original brief was a bimonthly newsletter for her community of parents, but we soon realized there was scope to support with social media management as well. Carrie already has some fabulous people on her team, so it was easy to brainstorm and make new ideas a reality. 



We started by putting a clear strategy in place. This involved aligning on communications objectives, content themes, creative direction, and timelines for deliverables.  


For the newsletter, we polished up the template and added a few recurring sections to bring some structure. Here are a few examples if you’d like to take a peek: 



For social media, we established a new LinkedIn page, created a system for collating ideas, and set up a realistic posting schedule. We prioritized algorithm-friendly video content that can easily be repurposed for Instagram Reels.



Here are a few of my favorites:



Having a structured and consistent communications plan in place allows Carrie to focus on what she does best – coming up with fresh ideas, engaging with students and parents, and representing her tutoring business out in the community. It’s also given us a solid foundation for improving and optimizing her content and communications strategy going forward.


Prioritizing Reels With Front Row Music


I’ve been working with music tuition provider, Front Row Music, for nearly four years – primarily supporting with social media management and as-needed newsletter copywriting/design. 



To maximize reach on Instagram, we began posting more content optimized for Instagram Reels. Front Row Music already has a ton of great content across their website and social media, so we decided to repurpose some existing content and recruit the help of a few FRM team members to create some new content.  



Here are a few of my favorite Reels we published last year:



Prioritizing Instagram Reels helped to improve organic reach and brand awareness across both Instagram and Facebook. Repurposing content in a more algorithm-friendly way is always such an easy win, especially if you already have a lot of valuable content to pull from.


Key Updates and Trends for 2025


What’s Next for Artificial Intelligence (AI)?


AI technologies took center stage last year, with apps like ChatGPT having an estimated 300 million weekly active users worldwide by December 2024. This is up by 200% since November 2023. Even apps that I’ve used for years (like Grammarly and Canva) are now equipped with more advanced AI tools.


As a copywriter, I love using ChatGPT to help get the creative juices flowing. I’ve always used an online thesaurus, and I use ChatGPT like a more advanced thesaurus. It’s super easy to use and helps me bounce back from a writing rut much quicker than a traditional thesaurus. 


However, I do think it's important to mention that apps like ChatGPT will never be able to replace real human writers who write for real human beings with real experiences, feelings, and desires. It will never be polished or authentic. It’s just a tool among many other tools that helps us be our best creative selves. 


So in 2025… I’m looking forward to seeing what’s next. What new tools will make me a better writer or make my life easier? I’m also deeply invested in the ethical implications of AI and how businesses and governments will rise to the occasion.


The Rise of Social Search


Last spring, Forbes reported that nearly a quarter (24%) of people only use social media to search online. Younger people in particular (Gen Z and Millennials) are more likely to use social media as a search engine. Over half (57%) of people said that they use YouTube to search for information in the same way they do on Google. 


This trend has been brewing for a while, with some experts anticipating that 2025 may be the year that social media replaces search engines as the preferred choice for discovering new information. 


Personally, I find that I tend to use Google to search for things that are specific and factual, and I use social media to look for recommendations and inspiration. I'll be interested to see further research into how people use social search this year. Perhaps my own habits will change.


For my SME and nonprofit clients, this trend towards search is an important reminder that maintaining a consistent, up-to-date presence on social media is worth it. It's not a waste of resources, it ensures people can find you.


This brings me to… 


The 12-Hour US TikTok Ban


When TikTok went offline for US users in January of this year, chaos ensued. Even though it was only offline for around 12 hours, it was a huge wakeup call. A real-life reminder of how important it is to diversify your content platforms and communications channels. 


In practice, this looks like:


  • Choosing at least two to three social media channels and committing to building your presence there

  • Investing in owned spaces and channels, like your website, podcast, blog, and email list so that you have full control over your content

  • Keeping an organized backup of your content on your laptop or external hard drive so that you can always access your intellectual property


In short, don’t put all your eggs in one basket. 


Instagram Grid Revamped


The iconic 1:1 square grid on Instagram is officially dead. There have been rumors of this for a while (as early as November 2022), but the big change still caught a lot of people off guard. 


As of early February of this year, not everyone’s grid has officially changed to the new, slightly taller ratio of 3:4. For example, my personal instagram account is still the 1:1 ratio but my husband’s has changed to the new ratio. All of the business instagram accounts that I manage have changed to the new ratio, too. 


Whether you like the change or not, this is how the grid will look for the foreseeable future. I actually really like the new look, but it has definitely taken some getting used to.


For my clients, I set aside some extra admin time to go through old posts and adjust the preview if necessary (you can do this in each individual post’s settings). I also updated all templates and style guides, using these handy guidelines from Your Template Club.


As annoying as it was, it was actually nice to be able to do this at the start of the year and give some older templates a much-needed refresh. For posts that just simply do not look good in the new format, it’s an opportunity to delete and repurpose. The content machine churns on. 


Saying Goodbye to Hashtags on Instagram


I’ve always taken a ‘less is more’ approach to hashtags on Instagram. I know that many brands and creators have had a lot of success with hashtags (especially in the very early years of Instagram) – but for me, they've always felt a bit spammy. In recent years especially, I have struggled to pinpoint whether or not hashtags have any tangible impact on reach.


So when Instagram announced back in November 2024 that it was doing away with the ‘Follow Hashtags’ feature, I welcomed the change with open arms. Why? Because I feel like I’ve gained so much of my life back now that I no longer have to include hashtags in Instagram posts. 


This doesn’t mean hashtags are going away forever on every platform. But it is a sign that algorithms are becoming more advanced. We no longer need to follow specific hashtags anymore. The (albeit sinister) truth is that the algorithm already knows what we want to see. 


Advice on the future of hashtag usage is a bit mixed (see this article from the Content Marketing Institute). The general consensus is that you don’t necessarily need to include any hashtags in your post – but two or three targeted, niche-specific hashtags can be effective in some cases. 


Instead of overthinking your hashtag strategy, the best way to get eyeballs on your content is by creating quality content that resonates with your audience. Much easier said than done, yes. But this advice never will never go out of style. 


My 2025 Recommendations for…


A peek into the voices and communities I'm staying in tune with this year!


Podcasts


  • Citations Needed - commentary on the intersection of media, PR, and power

  • On the Media - commentary on how the media shapes our worldview

  • Sensemaker - one story every day that makes sense of the world

  • SocialMinds - the very best podcast for the latest social media trends and developments

  • The PR Podcast - commentary on storytelling, PR trends, and industry best practices 

  • This American Life - Pulitzer Prize-winning show featuring thoughtful stories across the United States


Newsletters



Socials



Thanks for Reading!


If you’ve read any or all of this update - thank you! I am super excited to see what 2025 brings for my little business and family. 


I do have availability to take on new clients and projects in 2025. If you think I would be a good fit for your brand or business, please feel free to reach out anytime at shelby@halemc.com. I would love to learn more about your project!


Take care,


Shelby 🖤








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