Amy, presenting to members of the Chapel Hill Leads Group on social media trends
If you've been feeling like social media is a moving target—congrats, you're paying attention. Every Wednesday at 8:30 a.m., business owners across the Triangle gather at the Chapel Hill-Carrboro Chamber of Commerce for one thing: connection. And this week, the Chapel Hill Leads Group got a masterclass in staying ahead of the curve.
Stephanie Sander Amy of StephSandy Consulting took the virtual stage to break down what's actually working in social media right now—and what Chapel Hill small businesses need to do about it.
The Group That Keeps Showing Up
For 27 years, the Chapel Hill Leads Group has been the Triangle's answer to authentic business networking. No pressure. No quotas. No corporate jargon. Just entrepreneurs, retirees, and business owners gathering every Wednesday morning to share knowledge, generate referrals, and build real relationships.
"We meet Wednesday mornings from 8:30 to 9:30 in a business casual atmosphere," explains contact Lee Schearer, founder of the group and local realtor dedicated to helping veterans find homes. "Your first meeting is on us. After that, it's just five dollars weekly. You don't need to know someone in the group, nor do you need to live or work in Chapel Hill."
The format is refreshingly simple: show up, tell people about your business, and be open to conversation. Many members have been attending regularly for 5, 10, or even 15 years—proof that word-of-mouth marketing still reigns supreme when done right.
And that's exactly why this week's topic hit home.
Stephanie Sander Amy, a social media marketing consultant who specializes in helping businesses cut through the noise, delivered insights that Chapel Hill business owners could use immediately.
Short-Form Video Still Dominates
If you're not creating Reels, TikToks, or YouTube Shorts, you're missing the biggest engagement opportunity in 2025. According to recent data, 86% of businesses are using video as a core marketing tool—and that number keeps climbing. The good news? You don't need expensive equipment. Just your phone, authenticity, and a willingness to show up.
AI is Your Assistant, Not Your Replacement
Artificial intelligence has moved from buzzword to business essential. From generating content ideas to analyzing what posts perform best, AI tools are helping small businesses compete with bigger brands. But Stephanie emphasized the crucial caveat: AI should enhance your voice, not replace it. "Use AI to streamline, but always add the human touch," is the mantra for 2025. Elana Etten, a certified AI consultant, nodded in agreement, “Stephanie really knows her stuff. It’s great to see another expert in the field also dedicated to helping small business owners navigate the ‘tech terrain’.
Platforms Are the New Search Engines
People aren't just scrolling anymore—they're searching. TikTok, Instagram, and YouTube have become discovery engines where users type queries like "best coffee shop in Chapel Hill" or "how to start a small business." This means your captions, hashtags, and even video subtitles need to be optimized for searchability.
Authenticity Over Perfection
The age of overly polished, corporate content is over. Audiences in 2025—especially Gen Z and Millennials—crave real, unfiltered content. Behind-the-scenes glimpses, employee stories, and even mistakes shared openly build more trust than any perfectly staged photoshoot ever could.
Community Over Crowd Size
It's no longer about how many followers you have—it's about how engaged they are. Businesses that focus on building tight-knit communities (think private Facebook groups, Discord servers, or membership clubs) are seeing better returns than those chasing viral moments.
Micro-Influencers Are the Sweet Spot
Forget mega-influencers with millions of followers. The real ROI comes from partnering with micro-influencers (under 100,000 followers) who have highly engaged, niche audiences. Their recommendations feel more authentic, and their audiences trust them more.
Why It Matters for Chapel Hill
For local businesses navigating an increasingly digital marketplace, these insights aren't just nice-to-know—they're survival strategies. Whether you're a downtown boutique, a service provider, or a startup finding your footing, understanding where social media is headed means you can meet your customers where they already are.
And that's what the Chapel Hill Leads Group has always been about: sharing knowledge that helps everyone grow.
"We love to see new people at the meetings," Schearer says. "Make CHLG a part of your Wednesday morning."
The group meets every Wednesday at the Chapel Hill-Carrboro Chamber of Commerce (104 South Estes Drive) or via Zoom. First-time visitors are welcome—and that first meeting is free.
Members of the group were riveted during the presentation. Sharon A. Hill, presiding manager of the leads group and local rep for a local tech assistance company, was excited and asked about how to refer others to Amy. “I like to focus on helping small businesses develop a social media strategy that fits them. We can start with a free consultation.” You can reach out to Stephanie via email at [email protected].
Because in an age of algorithms and AI, sometimes the most powerful marketing tool is still the one humans invented first: showing up and talking to each other.
Chapel Hill Leads Group
When: Every Wednesday, 8:30-9:30 AM
Where: CH-Carrboro Chamber of Commerce, 104 South Estes Drive (or Zoom)
Cost: First meeting FREE, then $5/week
Contact: Lee Schearer, 919-971-2996
Website: chapelhillleads.com