[Updated] Your Social Media Crystal Ball - Hot Tips & Trends to Attract Clients
Do you, like many impactful coaches, trainers, consultants, and independent professionals, wonder if anyone even sees your brilliant posts?
Social media can feel like a confusing maze filled with empty promises and questionable tactics.
That’s why… staying on top of the latest social media trends for coaches is essential for attracting new clients and growing your business.
HubSpot has just released their annual Global Social Media Trends Report, a treasure trove of insights and social media strategies for coaches, trainers, consultants and independent service professionals that can act as your social media crystal ball.
This article will reveal the hottest social media trends for coaches, trainers, consultants and independent professionals decoded specifically for IMPACTFUL PROs like you.
“Audiences spend so much time on social media, it shapes their perspective and impacts decision making.”
- HubSpot Global Social Media Trends Report
The good news for people like us…
"As audiences shift from traditional publishers to individual experts on social platforms like LinkedIn and TikTok, successful marketers have to develop channel-specific content strategies that prioritize educational value and expert voices over product information to build lasting brand affinity that will eventually convert to sales."
- Kyle Denhoff - Senior Director of Marketing HubSpot
So, big brands have to learn to do what we as IMPACTFUL PROs shine doing: showing up as an advocate and educator for our audience success.
Why these updates and more good news…
Based on the HubSpot annual report, we could set the trend that is the space where IMPACTFUL PROs live naturally: we talked about the importance of humanizing your social media presence. This year, the trends have evolved — but the heart of success remains the same: real connection, real community, real impact.
Here's what's new and how you can use it to grow your business and attract your best clients…
1. Social Media is the New Search Engine
Brand discovery is starting ‘inside’ social media platforms, not on Google. Potential clients are using Instagram, YouTube, LinkedIn, and even TikTok to search for experts, programs, and services.
What this means for you…
You must optimize your content for ‘social search’. That means using clear descriptions, relevant hashtags, keywords, and captions that align with what your ideal clients might search for.
Think of it as ‘Social SEO’ — meeting your clients where they're already looking for help.
2. Community Building is Your Superpower
Vanity metrics like follower counts are out. ‘Community’ is the new marketing currency.
What this means for you…
Start treating your social media presence as a ‘community space’, not a broadcasting platform.
You can share behind-the-scenes moments, encourage conversations, showcase client success stories, and make your audience feel seen, heard and valued.
For example, you can dedicate time every week specifically to ‘community nurturing’ — responding to comments, asking questions, celebrating milestones.
IMPACTFUL PROs who build genuine relationships will grow faster than those chasing viral content.
3. Quality Over Quantity: Thoughtful Content Wins
Posting every day? That’s so 2023.
Huge sigh of relief…
Today, audiences (and algorithms) favor thoughtful, authentic posts that build trust.
What this means for you…
Instead of burning out trying to post daily, focus on creating high-quality, meaningful posts a few times a week.
Prioritize:
- Client stories
- Tips that position you as a Leading Authority™
- Real experiences (even mistakes or lessons learned)
- Short videos explaining a key idea or strategy
Relatability and authenticity are the winning formulas this year.
4. Short, Helpful Videos Are Essential
Video continues to dominate attention spans — and YouTube, Instagram Reels, and TikTok are leading the way.
What this means for you…
Even if you’re camera-shy, it’s time to embrace video — but don’t worry about being perfect!
Simple, short, educational videos (think 30-90 seconds) explaining a concept, answering a common client question, or sharing a quick insight could be exactly what builds trust fast.
NOTE - YouTube, in particular, is exploding for both B2C and B2B audiences. (And yes, coaches and consultants fall into both depending on their niche.)
5. Relationships Over Transactions
It’s the time of the ‘slow burn’ strategy. Fast, transactional selling on social media is losing effectiveness.
What this means for you…
Shift your focus to relationship-building content:
- Share insights generously
- Show up consistently (even if it's fewer times a week)
- Celebrate client transformations
- Give value first, build connection second, invite clients third
Clients today want to *know*, *like*, and *trust* you before they invest. Be the steady voice they can turn to — not the shouty salesperson in their feed.
Quick Summary of What To Focus On…
✔️ Treat social media like a search engine — optimize accordingly.
✔️ Build a real community, not just a following.
✔️ Focus on fewer, higher-quality posts that build authority and connection.
✔️ Embrace video (especially short, helpful clips).
✔️ Use AI smartly — but keep the human heart front and center.
✔️ Play the long game: build trust and relationships first.
Here are trends that still apply to growing your business and getting your best clients to discover you on social media…
Unlock the Power of YouTube for Coaches, Trainers, Consultants & Independent Professionals
YouTube has emerged as the undisputed queen of the game. Yes, Facebook and Instagram are still strong contenders, especially for B2C brands, but YouTube is now the reigning monarch — the most-used platform among B2B and B2C marketers, with a 65% year-over-year jump in adoption — driven by the rise of video podcasts and long-form content. This rise to power is fueled by the growing desire for long-form content and engaging ongoing series that keep audiences coming back for more.
So, what does this social media trend exactly mean for coaches, trainers, consultants and independent professionals? It's time to consider YouTube as a powerful social media tool in your belt. Think about creating your own channel where you can share valuable, in-depth content related to your area of expertise. This could be insightful interviews with industry leaders, captivating tutorials that showcase your skills, or even an educational series that keeps viewers glued to their screens and eager for the next episode.
By establishing yourself as a YouTube creator, you can achieve two key goals: attracting a wave of new clients hungry to learn from your expertise, and building a loyal following who trust your insights and value your guidance.
Master the Art of Timing Your Social Media Posts -When to Post on Social Media Like a Pro
Posting at the right moment can significantly boost your content's reach and engagement. Here's a social media trend cheat sheet to help as a guideline…
YouTube - Aim for prime viewing hours, between 6-9 PM.
Facebook - Lunchtime browsing reigns supreme! Target the window between 12-3 PM.
X/Twitter - The conversation is flowing between 12-3 PM.
Instagram - Engage your audience during their scroll sessions. Post between 12-3 PM when people are checking their feeds, or during the 6-9 PM window when they're winding down for the evening.
TikTok - The party starts at sunset! Aim for 6-9 PM when users are looking for a dose of entertainment after a long day.
LinkedIn - Network when professionals are networking! Post between 3-6 PM when people are wrapping up their workday and might be more receptive to industry-related content.
Remember, these are general guidelines. Consider your target audience and their specific habits to fine-tune your posting schedule.
AI Can Boost Your Creativity (Not Replace It)
AI tools are no longer a "nice-to-have" — they're a creative ally. Marketers using AI to support content creation are seeing better results.
What this means for you…
Use AI to:
- Research your market and ideal clients
- Generate content ideas
- Discover what keywords and hashtags will give your posts the best chances of success
- Create post drafts faster
- Analyze what topics resonate most
- Plan your posting schedule
BUT — make sure you remain the voice and heart behind every message. In coaching, consulting, and service businesses, personal connection and trust are everything — and that cannot be outsourced to AI.
PRO TIP – Why not use the tool of your choice right now and give it a try? For example, you can try asking ChatGPT for a posting calendar for the platform of your choice for a week. See what ideas spark your own brilliance.
Remember that the most effective use of AI is not to write your content for you but to collaborate to put your own awesomeness in words. (Very few people will be attracted to stuff that repeats like a parrot what is already out there).
This is one of my favorite prompts:
Act as an Instagram social media marketing expert and create a week Instagram content plan for my business. Put it in a table with the number of posts you recommend for my channel, including the types of posts, their topics and what day of the week and time of day they should be posted. My business helps [YOUR IDEAL CLIENT] to [VALUE YOU PROVIDE]. Many have [PAINS, FEARS, FRUSTRATIONS OF YOUR IDEAL CLIENT].
Where the Magic Happens - Social Media Platforms with the Highest ROI
Let's talk ROI – the holy grail of any social media marketing strategy. When it comes to social media, where can you invest your time and resources to get the biggest bang for your buck?
According to social media ninjas in the HubSpot Report, the most popular platforms are also the ones generating the highest return on investment. YouTube, Instagram, Facebook, LinkedIn and TikTok are the reigning champions, offering the best value for your precious time and marketing budget.
NOTE ON FACEBOOK - While Facebook still drives engagement for many, especially B2C audiences, some experts are reallocating budget toward platforms like YouTube, Instagram, and LinkedIn depending on where their audience is most active.
Why are these platforms such ROI powerhouses? Simple – they're crawling with high-intent audiences. These are people who are actively searching for solutions, products, or tips online. They're nearing a decision and want to compare their options before taking the plunge. This laser-focused audience makes these platforms a goldmine for people like us.
Short & Sweet Success - The Power of Short-Form Video
While long-form content reigns supreme on YouTube, short-form video remains a social media darling, consistently delivering impressive ROI and engagement.
The HubSpot report reveals that short-form videos are a top pick for content consumers, ranking alongside images, live streams, and even long-form videos. This means a treasure trove of potential clients are actively seeking out the kind of content you can create.
Ditch the Facade, Embrace Authenticity - Your Key to Social Media Stardom
There's a magic potion that can transform your social media presence from bland to "brand with a bang!" – authenticity.
We all crave connection. We want to see the real people behind the brand, the ones who share their values and passions. This shift towards genuine connection is resonating with audiences in a big way.
FREE RESOURCE - To truly connect with your audience and communicate your unique value as a coach, check out our Value Communication Kit.
Time to Ditch the Sales Pitch and Embrace the Meme
Most social media users aren't there to be bombarded with sales pitches. They're seeking entertainment, inspiration, and a healthy dose of relatable content. There's a secret weapon that can turn this challenge into an opportunity – humor.
Turns out, those silly little jokes and meme-tastic moments are actually outperforming highly-produced, product-focused content in terms of engagement!
Don't be afraid to inject some humor into your social media strategy. Craft memes that resonate with your target audience, share funny anecdotes that showcase your personality, or even create lighthearted video content. By embracing humor and ditching the hard sell, you can connect with your audience on a deeper level, build trust, and ultimately attract those ideal clients you crave.
NOTE - You don’t have to be a comedian — even a playful quote image or a lighthearted observation about your day can be a great starting point.
Gazing into Your Social Media Crystal Ball - A Glimpse into the Future
The Big Four Remain Queens - In the year ahead, YouTube, Facebook, Instagram, and TikTok will continue to reign supreme. Marketers plan to shower these platforms with the most attention, crafting content that's funny, relatable, and offers a peek behind the brand's curtain.
Social Reigns Supreme - Across industries, brands are recognizing the immense power of social media for driving business growth. The future is bright for social media marketing.
AI - Your Social Media Sidekick - Leveraging AI tools will become a game-changer.
Data-Driven Decisions - Data will be the compass guiding your social media strategy. Get Ahead: Build user-friendly dashboards that empower your team to make quick, data-driven decisions.
Be Ready to Pivot - The world throws curveballs, and your social media strategy needs to be adaptable.
Know Your Audience, Love Your Audience - Hyper-targeted content is key.
Values Matter- Let your brand's values shine through your content.
Audience Insights are Gold - Understanding your target audience is crucial.
Platform Personalities - Tailoring your content's tone to each platform is essential.
One Last Note
Before we sign off, a big round of applause for HubSpot for their invaluable Global Social Media Trends Report. Their research provides a treasure trove of insights that can illuminate your social media journey.
And, as promised, this article has been curated specifically with social media trends for you, the brilliant and resourceful coaches, trainers, consultants, and independent professionals who are making a difference in the world.
Till next time, remember… your brilliance is portable. You can take it with you anywhere and everywhere, including your social media expression.
With all my love,
Ana
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