Sydney, Australia, December 2024 – As we approach 2025, the digital landscape continues to evolve and to stand out among the crowds, a clearly defined personal brand is becoming more important than ever before.
Social media is no longer just a tool for sharing personal updates—it’s now a crucial platform for professional growth and opportunity.
Matt Purcell, “The Personal Branding Sensei,” is renowned for helping individuals and brands leverage social media for maximum impact. With a client roster that includes
TikTok, American Express, L’Oréal, and personal brands like Layne Beachley, Erin Deering, and many others, Matt offers his expert insights on how to build and refresh your personal brand to succeed in 2025 and beyond.
Here are Matt’s top personal branding tips for the year ahead:
1. Own Your Content Categories
One of the biggest mistakes many people make is failing to clearly define their personal brand. In 2025, the key to standing out is focusing on a few core content categories that you can consistently own and build authority around. Matt advises selecting three topics that resonate with your expertise and goals.
Sharing an example of his expertise, Matt highlighted his work with 7x surfing world champion Layne Beachley, where they identified key themes that aligned with her personal and professional brand.
“Layne has built a strong following, with more than a 100K highly engaged following across platforms like Instagram and LinkedIn, focusing her efforts on these channels because that’s where her target audience is most active,” Matt said.
“She’s successfully positioned herself around three key themes: Environmental and Ocean Advocacy, Championing Mental Wellness, and Sharing Positive Lived and Learned Lessons. Through her content and the Awake Academy movement, she uses her personal stories and success to inspire others, support the community, and create a sense of purpose— areas she is both passionate about and deeply knowledgeable in.
“These themes not only reflect her personal mission but also connect her athletic achievements to her broader goals,” said Matt.
“Don’t try to be a general store. Focus on a few key areas you’re truly passionate about and become known for them. What you know is what you show.”
2. Consistency is Key: Know the Sweet Spot for Posting
In 2025, personal brands will thrive on consistency. It’s not enough to post occasionally. Regular, high-quality content is essential for staying visible and relevant across social media platforms.
Matt shares his recommended posting frequency across some of the most popular platforms:
| TikTok: | Instagram: | Facebook: | LinkedIn: | YouTube Shorts: | YouTube Long-Form: |
| Min: 3 times per week Sweet Spot: 5–7 times per week Max: 3 times per day | Min: 3 times per week Sweet Spot: 5 times per week Max: Twice a day | Min: 3 times per week Sweet Spot: 5 times per week Max: Twice a day | Min: 1–2 times per week Sweet Spot: 3 times per week Max: 3–5 times per week | Sweet Spot: 3–5 times per week | Min: 1 per month Sweet Spot: Twice per week Ideal: Once per week |
“The key to success on social media is posting with consistency. The more you post, the more likely your content will appear in your followers’ feeds,” Matt said.
“Understanding each platform’s optimal posting rhythm will help you stay engaged and top-of-mind for your audience.”
3. Become a Professional Content Creator
To build a personal brand that stands out, Matt stresses the need to become a true content creator. It’s not just about occasional updates, it’s about consistently producing valuable, rich media assets that demonstrate your expertise and engage your audience. This could
include a mix of video content, blog posts, or interactive stories that provide real value.
“If you want to grow your personal brand in 2025, you must treat content creation as a key part of your business. Create unique, quality content that speaks to your expertise and your audience’s needs,” said Matt.
4. Be Clear About Your Offer and CTA
Whether you’re an entrepreneur, an employee, or an influencer, a clear call to action (CTA)
is essential for driving your personal brand forward. Matt believes that 2025 will see a rise in the number of employees leveraging personal brands to support business initiatives. As a result, personal brands must be strategic in defining their goals and communicating their value to the right audience.
“Employee influencers will become increasingly important in 2025. Brands will incentivise their teams to build personal brands to support marketing strategies. Your CTA should clearly communicate your offer—whether it’s connecting with you, collaborating, or hiring you,” said Matt.
Tactical Tips for Boosting Engagement and Impact
- 1. Engage Actively—Not Just Passively
Creating content is only part of the equation. In 2025, successful personal brands will be those who actively engage with their audiences, building relationships and fostering meaningful conversations. Matt recommends that for every hour spent creating content, set aside time to engage with your followers, respond to
comments, and reach out to new connections.
“Engagement is just as important as content creation. Building relationships and reaching out to others is what will truly set you apart in 2025.”
2. Use Headlines to Maximise Attention
In today’s fast-paced digital world, it’s important to grab your audience’s attention quickly. Matt recommends incorporating bold headlines and on-screen text in videos and visual content.
“Studies show that people read faster than they listen, so making your message clear from the start will help you capture your audience’s attention.
“Headlines and in video captions are a simple but powerful way to get your message across quickly. Text helps viewers understand the message right away, which keeps them engaged longer,” Matt said.
3. Podcasting in 2025: Focus on Ǫuality, Not Ǫuantity
Podcasting will continue to be an influential platform for building a personal brand
in 2025. However, Matt recommends focusing on a niche audience, as this will allow you to build a more engaged and loyal audience. A podcast with 20,000 to 40,000
downloads per month may be necessary to secure mainstream sponsors, but with a niche audience, you can often create more meaningful relationships and stronger
engagement.
“Ǫuality is more important than quantity. Niche podcasts may have smaller audiences, but they tend to foster greater engagement, which can lead to better opportunities and
partnerships,” Matt said.
For more information, download Matt’s free e-book “How Often You Can & Should Post on Each Platform: Social Media Cheat Sheet” at https://matt-purcell.kit.com/cheatsheet.
