1. Using AI to speed up your writing
Artificial intelligence tools, like ChatGPT, are essential for speedy content creation. They can help you brainstorm ideas and craft posts quickly, which you can then refine. If you are using ChatGPT make sure your prompt is as specific as possible and you include some guidance on tone of voice, as this will give you better results. Here’s a prompt you can try:
“I want to create a [type of social media post] about [topic] for [target audience].
The goal of this post is to [aim - e.g. inform, engage, entertain, inspire, drive action].
The tone of voice should be [tone - e.g. professional, friendly, witty, authoritative, casual].
The style should be [style - e.g. short and punchy, storytelling, listicle, conversational].
Please use a similar tone of voice to [add your website url] and use British English.
The post should include [key points, call-to-action, hashtags, emojis] if relevant. The ideal platform is [LinkedIn, Twitter, Instagram, Facebook, TikTok], so please format it accordingly."
2. Many NHS Trusts are reconsidering whether to use X
X (formerly Twitter) remains a topic of debate. Many individuals and NHS Trusts are reconsidering whether to use the platform due to criticism that it fails to moderate disinformation, as well as controversy around X’s owner Elon Musk. According to The Guardian, X has lost 2.7million active US users in two months, with many people moving to new rival platform Bluesky.
Meta has also decided to end third-party fact checking, replacing them with ‘community notes’, which has raised concerns around misinformation and hate speech. This could have implications for the health sector when it comes to distrust and misinformation in public health communication. For example, making it harder for us to share accurate health information with wider communities.
3. Short-form video continues to be popular
According to HubSpot, people are 52% more likely to share videos than any other content. With attention spans decreasing, concise videos are the best way to keep your audience engaged. TikTok, Instagram Reels, YouTube Shorts and even LinkedIn all have the option for short video clips. Don’t worry about making things look too polished - relatable and authentic videos work well (apart from on YouTube, where higher production is expected).
4. Authenticity matters more than ever
People are drawn to real, honest content. This means being open about some of your challenges and successes to build trust. According to Sprout Social, genuine connection is more important to people than following trends.
5. The rise of new platforms
It’s worth keeping an eye on the rise of new platforms. Bluesky, which has positioned itself as a Twitter alternative, is a relatively new platform created by former Twitter CEO, Jack Dorsey. According to TechCrunch, Bluesky is growing rapidly, with over 25 million people joining the platform as of January 2025.
Users can curate their own feeds - so for NHS professionals, this means you can create or join specialist groups focused on healthcare and professional development. If you’re thinking of signing up, here’s a few things you should check out: