Social media changes fast, but what doesn’t change is the need for local businesses to stay connected with their audience. If you’re running a business in Philly, you can’t just copy what brands in other cities are doing. The people here respond to different things, and smart social media marketing in Philadelphia means knowing what clicks here, not just everywhere.
At Rise, we’ve helped local restaurants, shops, and service providers grow their audience online by focusing on what works for Philly. From platform changes to content trends, this blog shares what we’ve learned and what we suggest avoiding when it comes to social media marketing in 2025.
1. What’s Working Right Now: Local, Real, and Fast
Philly audiences want content that feels real, not overly polished or too corporate. They respond best to local language, recognizable spots, and posts that reflect everyday city life.
Short videos filmed in local neighborhoods, customer shoutouts, or behind-the-scenes stories from Philly-based teams are working well. Whether you run a local coffee shop or a law firm, your followers want to see authentic content, not stock photos or recycled posts.
Successful social media marketing in Philadelphia starts with understanding what makes this city proud, and creating content that taps into that.
2. Platforms That Matter in 2025
Let’s talk about platforms. Here’s what we’re seeing in Philadelphia right now:
- Instagram is still key, especially for visuals and Reels. If your business has something to show, food, products, designs, Instagram is worth the effort.
- TikTok continues to grow, and Philly users are active there. Local hashtags (#phillyfoodie, #phillyevents) help smaller businesses get discovered.
- Threads is gaining some traction, especially for brands with a personality or strong opinions. It works well for education, healthcare, or nonprofits with a message to share.
- Facebook works for events and community-based posts, especially in groups. Still strong for older demographics in the city.
- X (formerly Twitter) has dropped off for most Philly brands. Unless you’re a major news outlet or sports team, your energy may be better spent elsewhere.
To get the most from social media marketing in Philadelphia, focus on the platforms where your audience is actually active, and tailor your content to fit.
3. What Doesn’t Work Anymore
Not everything works the way it used to. Here’s what to skip:
- Posting without engagement. Social media isn’t a billboard. If you don’t reply to comments, messages, or mentions, people stop paying attention.
- Generic content. Philly users know when something’s copied and pasted. They want content that feels tailored specifically for them.
- Only selling. Every post can’t be a promo. Balance sales with value, like tips, stories, or local shoutouts.
- Ignoring analytics. If you’re not looking at what’s performing (and what’s not), you’re just guessing. Utilize the data to enhance your future posts.
Working with a team that understands social media marketing in Philadelphia helps you skip the trial-and-error stage and get to what works faster.
4. Industry Spotlight: What’s Working by Sector
Here’s a quick look at what content types are working well across local industries:
- Hospitality: Short food videos, profiles of chefs, and connections to local events. People love seeing new menu items or staff highlights.
- Education: Campus life reels, student stories, and partnerships with Philly community groups. Parents and students respond well to transparency.
- Healthcare: Tips from local doctors, health awareness days, and team spotlights. Keeps things personal and trustworthy.
- Retail: Product styling, customer reviews, and neighborhood promotions. Offers tied to local events do especially well.
By shaping your content around your industry and your local Philly audience, you build stronger engagement.
5. Paid vs. Organic: Know When to Boost
Organic reach still matters, but for faster growth, many Philly businesses are putting budget behind their best-performing posts. A small paid boost on Instagram or TikTok can help you reach nearby users who aren’t already following you.
The key? Don’t boost every post. Watch your metrics, and promote the ones that already get clicks, comments, or saves. That way, your budget goes further, and you attract people who are already interested.
Effective social media marketing in Philadelphia incorporates a combination of various strategies. Let your content build real connections, and then use paid tools to expand your reach.
6. Consistency Over Perfection
You don’t need viral videos to win on social media. What works better? Showing up consistently. Posting two or three times a week, replying to comments, and using real images of your team or product goes further than one perfect post a month.
The businesses that win at social media marketing in Philadelphia aren’t always the biggest or flashiest; they’re the ones that feel local, human, and present.
Final Thoughts
Philadelphia audiences want social media that feels familiar, honest, and helpful. If your business understands what works here and avoids what doesn’t, you’ll grow your reach and your reputation.
At Rise, we focus on social media marketing in Philadelphia that’s built around your local audience, not generic strategies. Whether you’re new to the game or ready to improve what you’re already doing, we’ll help you create content that drives action, not just views.
Let’s make your next post count.