What I learned at the Infopresse Social Media Summit
Last week, I had the chance to attend the Social Media Summit 2025, presented by Infopresse. A full day of talking strategy, analyzing inspiring campaigns and confirming one thing: social is changing fast... and it's going to take more than just publishing content to perform.
Since I took a lot of notes (too many 😅), I decided to summarize the most useful trends for your businesses - the ones you can apply right now.
Quality before quantity
The opening message was clear:
📉 Less... but better.
We're no longer in the era of "just being there".
The winning brands will be those that focus on creative, thoughtful and distinctive content.
Today, two well-thought-out publications will have more impact than ten forgettable posts.
The key: aim for relevance rather than repetition.
Social Media First: networks guide strategy
It's no longer the advertising message that's adapted for social...
It's social that inspires the message.
Winning brands observe the real conversation, understand what people want to see, then create accordingly.
One of the Summit's key ideas:
"Strong brands will have communities, not subscribers."
👉 Think community before audience.
👉 Build a relationship, not a showcase.
In other words: top-down communication is a thing of the past. What counts now is exchange.
YouTube & Reddit: platforms no longer to be neglected
Summit surprise: YouTube and Reddit gain in popularity.
These platforms are gaining ground in the search for information, not just for entertainment.
Why?
✔️ In-depth content
✔️ Strong search intent
✔️ More authentic conversations
✔️ Data used by generative AI (e.g. ChatGPT)
Yes, you read that right:
Response engines are already tapping into YouTube and Reddit.
In other words, the more useful content your brand publishes there, the more it will exist in tomorrow's search ecosystem.
🎯 What it means for businesses:
SEO is no longer limited to Google.
It now extends to social networks.
And with the arrival of GEO (Generative Engine Optimization)it's essential to optimize your content so that it's picked up by AI-based response engines.
GEO is the new way to ensure your brand's visibility in AI-generated responses.
Publishing useful, structured and authentic content gives you a double advantage:
1️⃣ Performance on networks
2️⃣ Visibility in generative and traditional search
The newsletter: an underestimated conversion weapon
A sobering figure 👇
📉 Only 5% of social content is actually seen by your followers
Meanwhile, a newsletter offers you:
✅ A channel you own
✅ Guaranteed visibility
✅ Higher conversions
In a nutshell:
👉 Generate attention on
👉 Convert via newsletter
In a fast-paced world: the hook makes all the difference
We have three seconds - no more - to grab attention.
A good hook must be :
- clear
- intriguing
- emotional
- not clickbait
👉 Find the phrase that makes the thumb stop, and above all, deliver what you promise.
Getting unstuck: imperfection performs
Successful brands are those that dare to be human:
- humor
- spontaneity
- backstage
- employees in the spotlight
As Infopresse reminds us:
"You can be serious without taking yourself too seriously."
Brands like STM, Hydro-Québec and SQ have proved it: a more human tone creates more connection and closeness. 💛
In a nutshell: what companies need to do in 2026
What we leave behind:
Publish just to publish
Jumping into trends without thinking
Focus only on perfect photos
Looking only at likes as a KPI
Talking to everyone at once
What we're adopting right now:
Create content to connect, not just to fill the calendar
Drawing inspiration from your community before trends
Showing real life, backstage, the human element
Measuring what really counts: shares, comments, registrations
Speak to a specific audience that recognizes itself in your brand
💛 In short: people must once again become the focus of strategy.
And now what? Do we apply this together?
Ready to transform your social presence for 2026?
At Planning Média, we're already supporting a number of companies in:
✅ their content strategy
✅ the creation of active communities
✅ the intelligent integration of AI into SEO and social
✅ performance-oriented professional & UGC video production
✅ the newsletter that converts for real
💬 Shall we talk about it?
