Seven Social Media Lead Generation Tips in 2025: The Game Has Changed

Lead Generation Strategies That Actually Work

Forget spray-and-pray posting. In the current landscape, winning brands turn social feeds into revenue streams by meeting buyers where they are—with zero friction. Here’s how to convert scrollers into customers:

1. Zero-click conversions

We've all been there: you see an interesting report, click "Download Now," and suddenly find yourself staring at a seven-field form asking for all your personal information—from your company revenue to your mother's maiden name. A smoother, more “native” approach is gaining ground: letting leads convert without leaving the platform, whether via LinkedIn’s lead generation capabilities, document previews, or in-app experiences. Here’s why this in-platform, or zero-click, approach works for marketers today:

• Higher conversion rates. LinkedIn’s Lead Gen Forms auto-complete fields from professional profiles, reducing friction compared to traditional gated content and improving your lead generation process. In fact, they may convert around 13%, versus the much lower average for traditional landing pages of about 2.35%
• Reduced friction equals more engagement. Marketers report that embedded forms consistently outperform external landing pages, as a more native experience can reduce friction, often by double-digit margins
• Leverages native experience. Document Ads in LinkedIn allow users to preview content in-feed and only fill in forms if they choose to unlock the full asset—seamlessly preserving the experience

We know that data quality matters. While native forms can boost quantity, they may attract lower-intent leads. With that in mind, here's a more innovative way to capture new leads:

1. Offer a compelling snippet or preview within the social feed
2. Use Lead Gen Forms for swift profile-based capture
3. Route top-tier leads into your nurture campaigns, surveys, or trigger audits to capitalize on interest while it’s fresh

We embrace this approach, but only when the user experience stays smooth and purposeful. It’s about capturing the right potential customers, not just chasing volume. That’s why we prioritize lead scoring, a hybrid AI and human vetting approach, and clear next steps, ensuring each submission moves you closer to business growth and not just sheer volume.

2. The conversational approach: Let DMs do the heavy lifting

Imagine turning casual followers into qualified leads, without pushing them off-platform. Messaging apps like WhatsApp or Instagram DMs are becoming secret weapons for lead gen. While the stats on influencer trust paint one part of the picture, like the fact that nearly half of consumers rely on influencer suggestions when making purchase decisions, the real opportunity lies in leveraging those trusted moments for direct interaction.

One way to leverage this is to use lightweight automation in DMs to start the conversation. Think of it as a polite nudge, like, “Hey there! Interested in optimizing your ROI? Just tap ‘Yes’ and I’ll walk you through a quick checklist.” From there, your tool can ask a question or two, qualify interest, and gently funnel only the most promising leads into the next stage, whether that’s a newsletter, a quick audit, or a discovery call. The result? A conversational, low-friction experience that blends into how users naturally engage, with the added benefit that automation makes the process seamless for your team.

While there may not be a perfect public case study for Instagram chatbots in lead scaling, here’s what the data does tell us: WhatsApp chatbots are growing fast. Plus, we know that brands that offer messaging as a contact method are more trusted by consumers, and that most do value being able to message a company at their convenience.

3. Short-form video content as a magnet

Let’s be candid: attention spans are shrinking. That’s why smart brands are turning to short‑form video: the quick, under‑60‑second clips that grab attention and drive results. Based on recent data, these mini-videos pack a surprising punch. For instance, they deliver roughly 2.5 times more engagement than longer formats, thanks to their brevity and punchy delivery. On top of that, 73% of consumers say they prefer watching short videos when researching products or services. In our experience, these clips serve as powerful lead magnets, with no heavy lifting needed.

Our approach focuses on quick value and empathy. A typical 30-second video might say, “Struggling to turn views into pipeline? Here’s one simple change that works.” That’s not a hook, but a value drop, inviting viewers to stick around instead of bouncing. Once we’ve earned that attention, we offer a next step, whether it’s dropping into a DM for a free checklist, tapping a lead capture form right in their feed, or getting access to a quick audit via a single click.

Our clients see results. These videos spark genuine curiosity, increase pipeline movement, and resonate precisely because they deliver something helpful fast. This is what a scroll-friendly format should do.

So yes, short-form isn’t just a fad anymore. It’s a strategic lever. Meeting viewers where they are—brief, visual, and purposeful—will make all the difference.

4. AI-powered audience segmentation

You’re not imagining it: many social ads fail not because the creative isn’t compelling, but because they land in front of the wrong people. AI-powered segmentation is currently helping brands shift from guesswork to precision, making every ad dollar count.

At its core, AI segmentation transforms how we reach our target audience. Rather than relying on broad demographics, AI analyzes everything from engagement patterns to purchase history, forming dynamic clusters that continually optimize themselves in real time. Lookalike audiences embody this shift perfectly. A tight 1% lookalike group, or close matches to your best customers, can yield better engagement, higher conversion rates, and reduced acquisition costs. The smaller and more precisely aligned the group, the more responsive those audiences tend to be.

In practice, we layer these tools with care. On LinkedIn, we might activate Conversation Intent modeling to focus on active users showing real interest. On Meta, Advantage+ Auto-Targeting aligns ad delivery with signals most tied to conversions, not just clicks. Crucially, we augment these signals with first-party data, such as your highest-value customer segments, and actively exclude repeat website visitors with low engagement signals to keep the algorithm focused and efficient.

This isn’t automation for its own sake. The outcome: sharper targeting, higher-quality leads, lower cost per acquisition, and a healthier pipeline. Because AI adapts—and seasonal trends shift—we refresh our audience segments monthly to stay aligned with evolving interests and behaviors.

5. Borrow trust: Use influencers to boost conversions

Ads can feel salesy, but a trusted voice? That’s gold. Nearly half of consumers lean on influencer recommendations when deciding, and that’s where smart brands step in, turning influencers into full sales funnel lead-gen allies, not just background noise. Micro-influencers, or authentic creators with audiences under 100K, drive significantly higher engagement than mega-influencers, showing us that it’s not always about reach but resonance. When carefully selected, these relationships can move the needle without breaking the bank.

That's why we would co-create valuable content that naturally fits with an influencer's expertise, like a “[Influencer]’s 2025 Strategy Template” that they design and then share via their feed with tracked links. This setup drives qualified interest through authenticity and alignment, rather than interruption. We then use custom tracking to see what really resonates, so that influencers can deliver a wave of high-intent sales leads directly into our ecosystem. What makes it work? Influencers offer authenticity—and that matters. Potential clients trust them because they see their output as real, organic content. With that in mind, brands that lean into this see better engagement and better conversion, especially when the influencer’s values align with your offer.

6. Spark real engagement with contests and challenges

Everyone loves a freebie, but savvy brands design contests that do more than just increase vanity metrics. Well-crafted contests can become powerful engines for lead generation efforts when they offer genuine value and speak to clients' real pain points. For instance, contests with professional or business-focused incentives, like a free workflow audit, drive significantly better results than generic giveaways. Past studies have shown that lead-gen contests can convert over a third of participants, a rate noticeably higher than other content marketing strategies like surveys or standard lead forms.

We’ve seen brands turn this into conversion gold. That's why our approach would be to choose prizes that qualify entrants by design—think consultations or trials instead of discount codes. Entries would be structured for insight: “Comment with your biggest sales challenge” invites real engagement, and tagging peers extends reach organically. To keep people interested, we would then auto-send a useful tool, such as a template, checklist, or other resource, to all participants. It feels generous, keeps momentum going, and gives our team more meaningful data on what resonates.

Data backs this up, showing that interactive tools like quizzes, which tap into engagement and curiosity, can convert at rates 3–5× higher than traditional forms, often up to 40% or more. Plus, setting up the contest triggers audience insights, tracking who engages helps fine-tune your ICP, and reveals new segments. So while people may sign up for the freebie, they stay around for relevance. A well-designed contest rewards both brand and recipient, boosting lead quality, not just lead quantity.

7. Make the most of “almost leads”

The real magic lies in those who came close, with people who were interested but not quite converted. In digital and traditional marketing campaigns alike, familiarity matters: retargeting social media users can make them more likely to engage. This is not just anecdotal; retargeted audiences can convert 43% more often than cold ones, and even show click-through rates up to 10× higher.

Instead of generic retargeting, we would approach this empathetically. If someone watched most of your demo or clicked pricing, a thoughtful follow-up—like, “Still thinking it over? Here’s a quick insight you might’ve missed”—feels human, not robotic. It respects their journey while giving them a reason to return. For deeper engagement, we rely on smart segmentation tools like Meta’s Engagement Custom Audiences or LinkedIn’s Matched Audiences to keep messaging relevant and timely.

This intention-based retargeting honors attention and time—and in a crowded feed, that makes all the difference

So What Are Your Next Moves?

This is not just about chasing every new trend, but about meeting your audience where they already are, reducing friction, and building lasting trust. Whether you’re simplifying capture with zero-click experiences, offering thoughtful help through DMs, or leveraging AI to focus on your most promising prospects, the common thread is connection.

Take retargeting, for instance: audiences familiar with your brand convert up to 3× more frequently, with nearly 10× the click-through rate of cold prospects. And let’s face it, modern B2B buyers typically need 5–20 thoughtful touchpoints before they pull the trigger. And of course, platforms matter, but only as much as the strategy that powers them. What truly moves the needle are the human moments, when someone sees a trusted influencer’s recommendation, or receives a helpful nudge after not converting, or watches a quick, helpful video that nudges them along the funnel.

Keep it human

Try to simplify your approach. Think less about checking boxes and more about opening doors with the right content, showing prospective customers respect and relevance:

• Want fast impact? Deploy a LinkedIn ad. It takes minutes, but it's a great way to deliver value on the platform your audience already trusts
• On a tight marketing budget? Running a “Submit your biggest challenge” contest can create deep engagement without ad spend
• Already building interest? Retarget warm audiences with clear, helpful customer stories, or other types of 'social proof', to reignite real connection

Need a roadmap? Download our free PDF, 10 Key Considerations Before Partnering With a Lead Generation Company. It’s the same framework our team uses to vet partners and ensure every campaign is aligned, effective, and built for results.

If you want to learn more about various lead generation topics, check out our other educational articles. Also, we’re here if you want to discuss how targetted lead generation can align with your digital marketing goals. At Several Brands, we are always excited to work with new brands, products, and services, and helping you grow your leads and sales is a specialty of ours. Please reach out for a consultation if you want to learn more.