Mar 15 2024
20 Awesome Examples Of Social Media Marketing via @sejournal, @anna_bredava

Technology makes the world seem a lot smaller.

Keeping up with friends and family on the other side of the country or across the globe no longer requires an expensive telephone call or slow, one-way snail mail.

Instead, thanks to the power of social media, we can bridge distances in the blink of an eye. In just seconds, you can share updates about your life or check in with anyone with internet access.

Social media has changed how we communicate and how we consume information and entertainment.

These platforms unlock a treasure trove of opportunities for savvy marketers, transforming how brands engage with their audience and share their stories on a global stage.

Why Is Social Media Marketing Important For Brands?

Social media platforms like Instagram, TikTok, X (Twitter), and Facebook – among others – present businesses with an opportunity to engage with a massive audience.

They are not just digital spaces for socializing; they are vibrant marketplaces.

As of 2024, the global social media user base had soared to over 4.8 billion people, representing an ever-expanding audience for brands – and a whole lot of potential customers.

Social media provides the opportunity for marketers to humanize their brand through compelling storytelling that showcases their identity and values.

With social media marketing, brands can weave their narratives, engage vast audiences without hefty budgets, and raise awareness and consideration for their company with a broader audience.

It’s also a powerful tool for building authentic relationships with your target consumer.

You can conduct real-time customer service, gather feedback (both positive and negative), and build brand trust over time by interacting and engaging with your social community across specific platforms.

In addition:

  • 68% of consumers follow brands on social media to stay updated about products and services.
  • The average time spent on social media daily is 2 hours and 24 minutes.

The landscape of social media marketing is also shifting towards more engaging content formats such as short videos, live streams, and interactive stories.

From viral organic posts to paid display ads that allow you to target a highly specific demographic, social media presents an unrivaled opportunity to boost your brand visibility and find new customers.

That said, these platforms are not just about placing ads in front of consumers; they’re about creating conversations, building communities, and driving genuine brand engagement through content that resonates with audiences.

So, what separates the companies who are killing it on social media from the thousands of others who never quite seem to gain any traction?

In this piece, we’ll look at some outstanding ways brands have leveraged popular social platforms to inspire your campaigns.

How To Measure Social Media Marketing Effectiveness

Before we dive into the fun stuff, let’s take a moment to discuss how you can gauge the impact of your social media marketing efforts.

The key to assessing the effectiveness of your social media activities lies in measuring your key performance indicators (KPIs).

Some KPIs you might want to consider tracking include:

  • Reach: The number of unique users who see your content. This helps you understand the overall scale of content distribution.
  • Impressions: How many times your content was viewed (regardless of clicks or engagements). This can help you gauge how frequently people are looking at your content.
  • Engagements: Interactions with your content (e.g., how many likes, shares, comments, saves, etc., it received). This helps you understand how engaging users are finding your content.
  • Conversions: How effective your content is at driving actions (e.g., link clicks, follows, form fills, sales, sign-ups, etc.) This helps you understand whether your content is driving towards your goal-related activity.

The KPIs you choose should closely align with your strategic goals.

If you’re looking to boost awareness, reach, impressions, and engagement, offer valuable insights into how widely your message is seen and whether it’s resonating with users.

If you’re focused on lead generation or direct sales, focusing on conversion rates will provide a clearer measure of success.

Each brand is different, which means they will not only measure success differently but will also vary in which platforms are most effective for their social media marketing efforts.

With this in mind, we’ve broken down our examples and inspiration by platform. So, with no further ado, let’s jump in.

YouTube

1. Dove: Project #ShowUs

When: 2019

Campaign Outline:

To highlight that beauty comes in many forms, Dove launched Project #ShowUs, a campaign intended to challenge stereotypes of what is and isn’t considered beautiful.

In collaboration with Getty Images and Girlgaze Photographers, Project #ShowUs created the largest stock photo library in the world created by women – featuring all female-identifying and non-binary individuals.

The library featured over 5,000 photographs of women from around the globe. Dove took to social media to introduce it to the world, creating video content for YouTube and partnering with influencers to gain traction.

The Numbers:

  • The YouTube video has generated over 33.5 million views.
  • More than 100,000 women pledged to create a more inclusive vision of beauty.
  • 900+ companies in 40 countries downloaded 7,500+ images from the collection
  • The hashtag #ShowUs saw thousands of engagements across YouTube, Twitter, and Facebook.

Why Did It Work?

For generations, media and advertising have presented an image of what beauty is. However, this has left so many women feeling like they are not represented by media and advertising.

Dove spoke directly to the feelings of its target audience, engaging with them about the brand’s value and encouraging them to take pride in being themselves.

Strategic delivery helped reach women worldwide.

2. BuzzFeed x Friskies: Dear Kitten

When: 2016

Campaign Outline:

If there’s one thing the internet loves, it’s cat videos.

Buzzfeed and Friskies tapped into this sentiment with their “Dear Kitten” videos, in which an older house cat teaches a kitten how to be a cat.

The Numbers:

  • The launch video has been viewed on YouTube more than 34 million times.
  • Twelve follow-up videos have been viewed millions of times each.
  • The campaign led to viral TikTok parodies, with the hashtag #DearKitten receiving more than 3.6 million views.

Why Did It Work?

You don’t have to have genius-level insight into the human psyche to understand why this campaign was so successful.

It has cute cats and a funny script.

3. Apple: “Study With Me”

20 Awesome Examples Of Social Media MarketingScreenshot from YouTube, Study With Me feat. Storm Reid x Apple, Apple, February 2024

When: 2023

Campaign Outline:

Apple tried its hand at the popular “Study With Me” video trend in 2023 by creating a 90-minute feature starring actress and college junior Storm Reid.

In the video, Reid uses the Pomodoro Technique – which focuses on 25-minute study sessions followed by 5-minute breaks – to showcase a productive study routine.

The video serves as a virtual study companion for viewers who are looking for that type of content while also highlighting the capabilities of Apple’s MacBook Air product.

The Numbers:

  • The video has generated over 18 million views on YouTube.

Why Did It Work:

Apple did what great social media marketing often does: It tapped into a trending format to reach its ideal audience.

By tapping into a burgeoning trend among students seeking virtual companionship and motivation – and pairing that with Storm Reid, a recognizable figure who is also relatable for the target audience – the campaign struck a chord of being both authentic and helpful to viewers.

On top of that, incorporating a tried-and-true study technique gave the audience a practical takeaway to enhance their own study habits.

4. eBay: Modathon

When: 2023

Campaign Outline:

eBay wanted to shift perceptions of its brand and drive excitement with an audience of auto enthusiasts.

So, the brand created a social media campaign to tap into the subculture of offroading by leveraging the huge inventory of eBay Motors.

In a YouTube series called “Modathon,” the company partnered with YouTube creators on a mission to transform a 1979 Bronco into an offroading powerhouse using only parts and accessories from eBay Motors.

Across several longform episodes, creators customized the Bronco with parts for challenging trails.

The Numbers:

The series generated:

  • 35,000 new YouTube channel subscribers.
  • Over 8.4 million views on YouTube to date.
  • More than 100 million minutes watched.
  • 6:28 minute average episode watch time.

Why Did It Work:

The Modathon challenge succeeded by tapping into what drives the offroading community: a passion for adventure, customization, and modification.

By partnering with YouTube creators who embody the spirit and enthusiasm of its target audience, eBay positioned itself as not just a marketplace but a hub for inspiration and community.

The narrative series format catered to the audience’s preference for immersive, detailed content, which then helped foster a stronger connection with the brand.

Instagram

5. Apple: The Shot on iPhone Challenge

When: Ongoing (Launched in 2015)

Campaign Outline:

The world’s most popular smartphone manufacturer, Apple, takes great pride in the quality of images that can be captured on its devices.

To highlight the great photos that it can take, it launched a competition in 2015 that asked iPhone users to “capture the little things in a big way.”

Photographers were then invited to share their images on Instagram and other social media sites using the hashtag #ShotOniPhone.

A panel of judges then selected 10 winners from tens of thousands of entries, which were then featured on Apple’s website, the company’s Instagram, and on 10,000+ billboards in 25 countries.

It has since become an annual campaign for the brand.

The Numbers:

  • The first round of the campaign had more than 6.5 billion impressions.
  • It was mentioned by 24,000 influencers, with a 95% positive comment rating.

Why Did It Work?

User-generated content (UGC) is a low-investment way for companies to promote their brand on social media, but this isn’t the reason for this campaign’s success.

Instead, Shot on iPhone encourages people to discuss the campaign, which closely aligns with Apple’s reputation for creativity, lifestyle, and innovation.

It encouraged existing users to participate in product launches and builds a sense of excitement about being part of the iPhone community.

Additionally, it gives iPhone users a sense of being part of something cool, which everyone likes.

6. Spotify: Spotify Wrapped

Spotify WrappedScreenshot from newsroom.spotify.com, February 2024

When: Ongoing (Launched in 2019)

Campaign Outline:

In 2019, Spotify launched a campaign where users received a year-end round-up of their listening habits on the platform.

Using personalized in-app data, Spotify Wrapped gives you access to an exclusive, interactive story (or, in the past, a webpage) that shows you details like:

  • Your most listened to artists, genres, and songs.
  • Your top podcasts.
  • The total time you spent listening for the year.
  • New artists you discovered.
  • And more.

The data is presented in a visually appealing way that is formatted specifically for sharing to Instagram Stories (and elsewhere) – and Spotify encourages users to share far and wide.

Now, several years later, Spotify Wrapped has become an event that users anticipate and talk about even ahead of time.

It has evolved to serve users with new tidbits of information – such as what international city you’re aligned with based on your listening habits – and has succeeded at creating a tentpole social media marketing moment.

The Numbers:

  • In 2022, 156 million users engaged with Wrapped.
  • In 2021, that number was reportedly 120 million.
  • There were 425 million Tweets about Spotify Wrapped in the first three days after its launch in 2022.

Why Did It Work?

Spotify combines two big psychological triggers in this campaign: personalization and fear of missing out (FOMO).

The app provides a personalized story for each user. You can see how your music taste developed through the years and what songs accompanied you in your life. The visualizations and gamification make it super engaging and capture people’s attention.

By enabling and encouraging sharing on social media, Spotify amplifies the campaign’s reach. It creates a sense of community in which users want to share their results with others – and see where they differ from their friends.

People naturally wanted to show off their highlights to their friends, thus making more people eager to try this experience.

7.  Freeform: Cruel Summer Influencer Nostalgia Campaign

When: 2023

Campaign Outline:

After record-breaking viewership of season one of “Cruel Summer,” Freeform needed to reignite interest in the show’s second season.

So, the brand put together a social media campaign built around a classic tactic: nostalgia.

Collaborating with six popular Instagram meme accounts and throwback influencers like Lance Bass and Mario Lopez, the network leveraged ’90s nostalgia to create buzz around the new anthology format of Cruel Summer.

The Numbers:

  • The campaign garnered a total reach of over 22 million and 3.7 million organic impressions.
  • A top post by ThirtyAF achieved a 6.5% engagement rate.
  • The brand saw a unanimously positive sentiment from fans who expressed excitement for the new season.

Why Did It Work?

Nostalgia has proven itself to be an extremely powerful marketing tactic – and that’s especially true on social media.

Freeform’s campaign leveraged the power of nostalgia marketing – and its audience’s love for the ’90s – to drive impressive social media engagement.

Additionally, partnering with trusted social media influencers further amplified the impact of the campaign.

This innovative approach – combined with the excitement for new stories – led to a universally positive reception, proving that a well-curated throwback theme can effectively drum up anticipation and broaden viewer interest.

8. Hulu Originals: Only Murders In The Building

When: 2021

Campaign Outline:

In a strategic move to captivate audiences and announce the first season of “Only Murders in the Building,” Hulu partnered with Home Brew Agency to craft an Instagram campaign that reflected the mysterious tones of the show itself.

The strategy centered around transforming the Instagram feed into an extension of the show’s universe, complete with a detailed mosaic of the fictional Arconia building.

The campaign also highlighted the star-studded cast of Steve Martin, Martin Short, and Selena Gomez through character spotlights that introduced and teased the evolving dynamics between the main characters to interactively immerse followers in the series’ murder mystery.

Original videos and games were designed to spark curiosity and speculation among fans without revealing too much, maintaining the suspense that is the lifeblood of any whodunit.

The Numbers:

  • The @onlymurdershulu Instagram account quickly grew to 116,000 followers.
  • As a result, the show launched as Hulu’s “Most-Watched Comedy Premiere in Hulu History” and the most-watched Hulu Original comedy on premiere day.

Why Did It Work?

Hulu Originals did a number of things right here.

Firstly, it leveraged Instagram to extend the story world of the series and engage fans on a platform where they’re already active and invested.

The brand made use of the show’s considerable star power to activate a broad fan base across different demographics and generate excitement and curiosity.

By introducing an immersive social media experience that focused on mystery and teasing elements of the show piece-by-piece, Hulu Originals expanded the show’s narrative beyond the screen, heightened anticipation, and invited social media fans to join in on the fun.

This holistic approach not only solidified the show’s online presence but also played a crucial role in driving its record-breaking viewership on Hulu, demonstrating the power of social media in amplifying television narratives

9.  Bobbie: @Bobbie Instagram Handle

When: 2023

Campaign Outline:

Bobbie, a baby formula brand, is on a mission to reshape societal perceptions around infant nutrition.

In 2023, the brand set out with an objective to leverage Instagram to cultivate a supportive, diverse community for modern parents.

Central to the brand’s mission was to make the tumultuous first year of parenting less daunting by using Instagram to bond over shared experiences within the first year of parenthood and help parents feel less alone.

To do so, the brand focused on showing the real, parent-driven team behind the scenes at Bobbie, telling the powerful stories of challenges real Bobbie parents face (such as infertility and systemic injustices in maternal care). It even responded with real-time support, such as Uber-delivered formula to Instagram followers experiencing emergencies.

The Numbers:

  • Total engagements increased to 307,000 – a 338% jump from the previous year.
  • Increased total impressions to 162 million – a 334% jump from the previous year.
  • Followers grew to 113,000 – a 37% rise from the year beforehand.

Why Did It Work?

Bobbie’s strategy resonated deeply with its audience by focusing on authenticity.

By openly addressing the complexities of parenting, offering tangible support, and spotlighting real stories, Bobbie not only fostered a community but also positioned itself as a brand that truly understands and advocates for its customers’ needs.

In addition to enhancing its social metrics, the hands-on approach and commitment to addressing systemic challenges in parenthood – coupled with strategic storytelling and community engagement – also solidified the brand as a leader in championing the well-being of parents and children alike.

Facebook

10. BuzzFeed: Tasty

When: 2016

Campaign Outline:

You’ve probably seen these quick and easy recipe videos popping up all over your Facebook news feed.

BuzzFeed’s Tasty videos are essentially cooking shows for the social media generation.

These videos, typically lasting less than two minutes, deliver on-trend recipes to a highly engaged audience.

The Numbers:

  • Nearly 15 months after launching, Tasty published 2,000 recipe videos, giving the brand a steady stream of new content.
  • Videos reached around 500 million users monthly.
  • The brand has over 105 million Facebook fans.

Why Did It Work?

For starters, there’s the content.

Tasty tapped into the inherent shareability of food content and the fact that almost everyone can relate to food – it has a place in all of our lives.

But more importantly, Tasty and Proper Tasty have exploded on Facebook because the content is tailor-made for that platform.

The team at BuzzFeed clearly observed video trends on Facebook and jumped while the time was ripe.

By producing high-quality, visually appealing videos that users could easily replicate at home, Tasty not only entertained but also provided value, making it a go-to resource for culinary inspiration.

The videos are optimized for Facebook’s autoplay feature, which starts playing videos without the sound on.

You don’t need sound to see, for example, a 45-second guide to making a cheese-stuffed pizza pretzel.

11.  Planet Fitness: Home Work-Ins

When: 2020

Campaign Outline:

In 2020, with the world grappling with lockdowns and gym closures, Planet Fitness set out to leverage Facebook to revolutionize home fitness.

As many of us scaled back our physical activity in order to shelter in place, Planet Fitness launched “The Home Work-In” series.

This innovative campaign transformed Facebook Live into a virtual gym, offering free, daily live workouts to motivate people globally.

To make it happen, the company equipped trainers across the country with the necessary tech to broadcast from their homes. These sessions featured professional trainers, celebrities, and athletes, ensuring variety and broad appeal.

The Numbers:

  • Over 373 million total campaign impressions.
  • Viewed by over 208 million people across 37 countries.
  • Increase the average watch time of Planet Fitness video content by 200%.
  • Drove over 4.3 million new Facebook followers.

Why Did It Work?

Planet Fitness’s Home Work-In campaign brilliantly tapped into the needs of a global audience confined to their homes, craving movement and community.

By leveraging Facebook Live, it provided real-time, interactive fitness solutions that were accessible and free, breaking down barriers to exercise.

The strategic use of celebrities and athletes added star power, while the quick launch just days after widespread closures highlighted the brand’s agility and commitment to its members.

X (Formerly Twitter)

12. Nickelodeon: A Message From Steve – Blue’s Clues 25th Anniversary

Message from SteveScreenshot from X (Twitter), February 2024

When: 2021

Campaign Outline:

To celebrate the 25th anniversary of “Blue’s Clues,” Nickelodeon decided to use X (Twitter) to reconnect with the now-adult audience who had cherished the show as children.

The strategy was to evoke nostalgia and warmth by reminding them of the timeless bond they shared with the show, using a special message from the original host, Steve.

The centerpiece of the celebration was a “Message From Steve,” a video where Steve directly addressed the audience after decades.

The script, developed in close collaboration with Steve, touched on universal themes of adulthood, such as jobs, families, and student loans, while also acknowledging the growth and journeys of the audience since they last met Steve.

By using X (Twitter) as the distribution platform, Nickelodeon strategically featured Steve’s message in an area where it knew the conversation would flourish.

The Numbers:

  • Steve’s messaging became a viral sensation, garnering:
    • Over 40 million views.
    • Close to 800,000 retweets.
    • 2 million likes.
    • Over 222 million impressions and 18 million engagements.
  • It was the most engaging tweet of all time for any ViacomCBS account.
  • Blue’s Clues and Steve were a trending topic on social media for several days, with fans sharing their emotional reactions, memories, and more.
  • Celebrities, such as Seth Rogen and Blake Lively, and brands like XBOX and JCPenney engaged with the tweet.

Why Did It Work?

Steve’s return tapped into a deep well of nostalgia, which (as we’ve discussed above) is a powerful tool for engaging social media content.

It encouraged and allowed people to reconnect with childhood memories, and the sincerity of the message resonated with social media audiences all over the world.

By addressing the shared experiences of growing up and acknowledging the challenges of adulthood, the campaign fostered a powerful sense of community among viewers.

13. Busch: #PassMeABusch

When: 2022

Campaign Outline:

Busch Light had an ambitious goal: to dominate social media conversations on National Beer Day by making Busch Light the most talked-about beer brand.

In order to do that, it mobilized its passionate fanbase on X (Twitter) by turning April 7, 2022 into a celebration of beer, which was fueled by generous beer money giveaways.

The brand asked fans to share why they deserved to celebrate National Beer Day with Busch Light, promising $10,000 in beer money via CashApp for the most compelling reasons.

Throughout the day, it offered various giveaway amounts and “power hours” to maintain excitement and participation.

This led to fans sharing their unique, humorous, and sometimes poignant reasons for deserving a share of the beer money, generating widespread buzz and engagement.

The Numbers:

  • Bush Light became the No. 1 topic on X (Twitter) for National Beer Day.
  • The brand achieved:
    • Over 40,000 social mentions.
    • 1.7 million impressions.
    • Nearly 3,000 new followers.
  • The #PassMeABusch hashtag gained the company thousands of new followers.
  • One of the biggest growth days Anheuser-Busch ever saw on Twitter.

Why Did It Work?

The campaign’s genius lay in its simplicity and direct appeal to the audience’s love for beer and the brand.

By offering tangible rewards to fans, Busch Light created a sense of excitement that resonated across X (Twitter), and provided strong incentive for engagement.

After all, people are much more likely to engage if they believe they might get something out of it!

The mix of humor, relatability, and the thrill of potentially winning beer money incentivized people to celebrate and engage, propelling Busch Light to unprecedented social media prominence on National Beer Day.

14. Planters: The Death Of Mr. Peanut – #RIPPeanut

When: 2020

Campaign Outline:

Perhaps one of the most bizarre social media campaigns: the beloved mascot of Planters snack food company died at the beginning of January 2020.

His death was announced with a tweet and later explained in a video ad posted to YouTube. The brand explained that Mr. Peanut had sacrificed his life to save his commercial co-stars, Matt Walsh and Wesley Snipes.

Planters invited fans to mourn the loss using the #RIPPeanut hashtag (which could also win them snacks).

The brands and regular social media users alike played along with the campaign, and it even got a mention on SNL.

The campaign was inspired by the reaction to celebrity deaths on social media. It aimed to repeat the same level of engagement that Tony Stark’s death caused in “Avengers: Endgame.”

Later, Mr. Peanut was reborn as a Baby Nut and now happily tweets from the Peanut Jr. account.

The Numbers:

  • The tweet announcing the death of Mr. Peanut has gathered 42,000 retweets.
  • It generated an increase of 24,000 followers for the @MrPeanut Twitter account.

Why Did It Work?

The campaign’s success hinged on its sheer audacity and the playful engagement with a topic as somber as death, presented in a way that was both humorous and captivating.

The premise was so unexpected and so wild that it immediately piqued the interest of users across X (Twitter) and quickly became a meme.

By tapping into meme culture and encouraging the participation of other users and brands, Planters created a viral phenomenon that transcended traditional marketing campaigns.

Many comedians and funny Twitter personalities jumped into the conversation, making jokes about Mr Peanut’s death – and other brands like Snickers, Crocs, and more joined in.

Planters did an exceptional job of taking the strange humor of the platform at the time, and putting that to use in an interactive and emotional rollercoaster that demonstrated the power of creative storytelling and community engagement.

TikTok

15. P&G: #DistanceDance

When: 2020

Campaign Outline:

Created during the pandemic (seeing a trend here?), Proctor and Gamble took to TikTok with a campaign designed to encourage social distancing.

Under the hashtag #DistanceDance, the company teamed up with social media and former competitive dancer Charli D’Amelio to help slow the spread of the coronavirus.

For the first 3 million videos posted to the short-form video apps, P&G donated to Feeding America and Matthew 25 Ministries.

The Numbers:

  • The hashtag has inspired more than 2.3 million posts to date.
  • Charli D’Amelio’s video received almost 7 million likes and had more than 135,000 comments.

Why Did It Work?

Recognizing that to reach a younger audience, it needed to reach them on their platform of choice, P&G jumped fully into this TikTok campaign.

Partnering with an established influencer helped the company reach an audience it would otherwise have struggled to connect with.

The give-back component also created a feel-good reason to participate in the hashtag challenge.

16. Chipotle Mexican Grill: Chipotle x Corn Kid

When: 2023

Campaign Outline:

When an interview featuring 7-year-old Tariq (a.k.a. Corn Kid) expressing his love for corn captured TikTok’s heart and went viral, Chipotle saw an opportunity to jump into the conversation – and highlight its roasted chili-corn salsa.

Seemingly overnight, Chipotle jumped on the trend and orchestrated a collaboration with Corn Kid, creating a video of him enjoying his favorite corn salsa burrito bowl at Chipotle.

The Numbers:

  • The TikTok generated:
    • Over 59.6 million views.
    • Over 266,500 shares.
    • Over 9.3 million likes.
  • Nearly 13 million engagements across platforms.
  • Over 110 million video views across platforms.
  • Over 1.1 billion PR impressions from 768 stories.

Why Did It Work?

The partnership allowed Chipotle to enter a cultural TikTok conversation as it was unfolding in a way that felt authentic and memorable.

By being the first brand to partner with Corn Kid, Chipotle set itself apart from the competition and found a unique way to highlight its product.

The campaign’s success also stemmed from its rapid response to a fleeting cultural moment, showcasing Chipotle’s agility in content creation and ability to authentically engage with Gen Z.

The clever use of real-time culture mixed with Chipotle’s narrative around fresh ingredients resonated well with audiences, as it showed the brand really walks the walk.

17.  State Farm: Jake Gets Social

When: 2022

Campaign Outline:

In order to reach the next generation of consumers, State Farm launched a TikTok campaign around its iconic “Jake from State Farm” character.

To do so, it made Jake a content creator on TikTok, having him participate in popular challenges and trends, and partner with recognizable influencers and celebrities on the platform.

The Numbers:

  • Grew the Jake from State Farm TikTok page to 640,000 followers in 2022.
  • The profile generated 1.75 million likes and 11.7 million organic views.
  • Achieved a 14.5% average engagement rate on owned videos.

Why Did It Work?

State Farm successfully integrated Jake into the TikTok environment in an authentic way by creating engaging, community-driven content.

By focusing on creative challenges, partnerships with popular TikTok creators and celebrities, and genuine interactions with other TikTok users, State Farm went beyond the typical corporate presence on social and built real connections with people.

On a platform that values novelty and authenticity, State Farm’s adaptability and attention to trends enabled it to lay a solid foundation for future engagement with Gen Z consumers.

18.  FOX Entertainment: Special Forces: World’s Toughest Test TikTok Challenge

When: 2022

Campaign Outline:

Here’s a fun one.

In this example, FOX Entertainment introduced a brand new augmented reality (AR) obstacle course challenge on TikTok to promote the upcoming season of “Special Forces: World’s Toughest Test.”

Designed to reflect the show’s focus on overcoming physical and mental barriers, users participated in the challenge by trying to complete a 2-minute AR course using push-ups and planks.

The Numbers:

  • The AR experience collected over half a billion views.
  • It also generated 42 million likes and 2 million shares, putting FOX Entertainment in the top 1% of effect creators on TikTok.

Why Did It Work?

The AR challenge leveraged a unique capability of the TikTok platform to create something that was both interactive and immersive for users.

It also made sense for the brand to produce, as it aligned closely with the show’s themes.

Whether or not you knew about the show beforehand, you could enjoy the exciting AR challenge – and develop an awareness of the show in the meantime.

The success of this campaign underscores the power of creative content strategies that leverage emerging technologies to connect with audiences in meaningful and memorable ways.

LinkedIn

19. Harvard Business Review: Special Coverage: Coronavirus

When: 2020

Campaign Outline:

Because it’s so commonly used as a professional networking site, it’s easy to forget that LinkedIn is a social media platform just like Facebook or YouTube.

Harvard Business Review recognized it could fill a valuable role during the height of the pandemic by offering resources about the coronavirus.

Gathering many resources in one convenient place, it provided a credible source of information at a time when misinformation was running rampant.

The special coverage included information about developing work-from-home policies, responding to new variants, and helping find a new normal.

The Numbers

  • The HBR has over 14 million followers, many of whom benefited from this information.

Why Did It Work?

From fears of microchipping to governmental conspiracies, the sheer amount of outright false information about COVID-19 was staggering.

On top of this, this was uncharted territory for businesses of all types.

Leveraging the credibility of its parent institution, HBR provided quality, factual advice for dealing with a wide variety of pandemic-related issues.

20.  Verizon: #NotDone

Verizon #NotDone CampaignScreenshot from YouTube, #NotDone, Verizon, February 2024

When: 2020

Campaign Outline:

In 2020, we saw the 100th anniversary of women winning the right to vote.

To mark the occasion, Verizon launched the Future Fund, dedicating $5 million to nurture emerging female talent in technology and entertainment.

Then, the brand leveraged LinkedIn to creatively start a conversation about the historical underrepresentation of women and the roots of gender bias by creating posthumous LinkedIn profiles for pioneering women from history – such as Ada Lovelace, Dorothy Lavinia Brown, Chien-Shiung Wu, and more.

The campaign was designed to remind others that – until there are more women in tech and entertainment – we are #NotDone.

The Numbers:

  • Created posthumous LinkedIn profiles for the first time ever.
  • Engaged over 7 million users without any paid promotion.

Why Did It Work?

By leveraging LinkedIn to reintroduce historical figures to the modern job market, Verizon not only paid homage to their contributions but also starkly highlighted the brand’s messaging and values around the ongoing struggle for gender equality.

The platform was an effective choice for reaching professionals in decision-making roles within tech and entertainment, and the format Verizon chose was inherently buzzy, engaging, and never seen before.

Key Takeaway

Reflecting on the examples we’ve covered here, it’s worth noting how different they all are; they run the gamut of platforms, audiences, tactics, and messaging.

But one thing that does tie these brands together is this: They all found innovative ways to appeal to their targets and provide real value to people.

From Instagram to TikTok, these campaigns demonstrate the power of connecting with audiences in meaningful and unexpected ways.

The lesson for brands is to keep pushing the boundaries of engagement by offering value and relevance that resonates with their audience.

Embrace the challenge, and perhaps your campaign will be the next to inspire and captivate – and next year, you might even be featured on this list.

More Resources:

Featured Image: metamorworks/Shutterstock

Ecommerce MGMT 0 Comments
Dec 8 2023
The Best Times To Post On Social Media In 2024 via @sejournal, @annabellenyst

Marketers worldwide know the importance of having a solid social media marketing strategy – and a key part of this is finding the best times to post on social media.

The old adage ‘timing is everything’ holds especially true in the world of social media, where the difference between a post that fades into obscurity and one that goes viral can often be just a matter of when it was shared.

With an always-growing array of social platforms hosting billions of users worldwide, it has never been more challenging to stand above the noise and make your voice heard on social.

To determine the best times to post on social media in 2024, we reviewed original data from leading social media management tools.

It’s important to note that the data from these sources present a variety of findings and suggestions, which underscore the fact that social media is an ever-evolving landscape. The most crucial thing is understanding the behavior of your own target audience.

Let’s dive in.

The Best Times To Post On Social Media

Source Day Of Week Time To Post
Sprout Social Tuesday and Wednesday 9 a.m. – 2 p.m. Local
Hootsuite Monday 12 p.m. EST
CoSchedule Friday, Wednesday, and Monday (in that order) 7 p.m. Local
  • Best times to post on social media: 9 a.m. – 2 p.m.
  • Best days to post on social media: Monday and Wednesday.
  • Worst days to post on social media: Saturday and Sunday.

Determining an ideal time for posting on social media in general is complicated, as each platform is different, with unique users, features, and communities.

When deciding which social media platforms to focus on, you should think carefully about your brand’s target audience and overarching goals.

If you’re looking to reach a network of professionals, LinkedIn might be a good fit; if your brand is hoping to speak to Gen Z consumers, you might consider TikTok or Snapchat.

This explains why – when analyzing data from Sprout Social, Hootsuite, and CoSchedule on the best overall times to post on social media – we can draw some similarities but also see a variety of recommendations.

Weekdays emerge as a clear winner. CoSchedule and Sprout Social both highlight Wednesday as a good day, with Hootsuite and CoSchedule also highlighting Mondays as a strong day for engagement.

The most common time range among the sources is in the morning to mid-afternoon, with CoSchedule providing some very specific suggestions for post-timing.

Both CoSchedule and Sprout Social agree on avoiding Saturdays and Sundays.

The Best Times To Post On Facebook

Source Day Of Week Time To Post
Sprout Social Monday to Thursday 8 a.m. – 1 p.m. Local
Hootsuite Monday and Tuesday 1 p.m. EST
CoSchedule Friday, Wednesday, and Monday (in that order) 9 a.m. Local
  • Best times to post on Facebook: 8 a.m. – 1 p.m.
  • Best days to post on Facebook: Weekdays.
  • Worst day to post on Facebook: Sunday.

Facebook remains the most used social media platform in the world, with the largest advertising market share (16%).

While it’s experienced a shift in user demographics over recent years – now catering to older users – its popularity continues to climb, and its potential as a brand marketing tool cannot be disputed.

Regarding the best times to post on Facebook, all of our sources agree that weekdays are best. Sprout Social, Hootsuite, and CoSchdule all name Monday as a great day to engage on Facebook, along with calling out various other days of the week.

There is a general consensus that Sundays should be avoided.

The sources vary in their suggestions for optimal time slots, but generally speaking, early to mid-morning seems to be the most popular selection.

The Best Times To Post On YouTube

Source Day Of Week Time To Post
SocialPilot Sunday 2-4 p.m. EST
HubSpot Friday and Saturday 6-9 p.m. Local
  • Best times to post on YouTube: 2-4 p.m. on weekdays and 9-11 a.m. on weekends.
  • Best days to post on YouTube: Friday, Saturday, and Sunday.
  • Worst day to post on YouTube: Tuesday.

As the second most visited site in the world and the second most used social platform globally, YouTube offers an unparalleled opportunity for brands and individuals to connect with audiences through video.

And with its continued expansion – by introducing features like YouTube Shorts, initiatives like expanding the ways creators can get paid on the platform, and its increasing popularity as a search engine – the platform shows no signs of slowing.

YouTube is no longer just a video-sharing site; it’s a robust marketing tool that empowers businesses to raise brand awareness and drive meaningful engagement.

Finding recent data on the best times to post on YouTube proved harder than for some other channels, so these recommendations should be taken with a grain of salt.

While HubSpot suggests Friday and Saturday are the strongest days to publish on YouTube, SocialPilot specifically calls out Sunday as the most engaging day – so it’s worth experimenting with all three.

SocialPilot doesn’t specifically name the worst day, but according to HubSpot, you’d be wise to steer clear of Tuesday.

Both sources suggest the afternoon as an effective time for posting during the week. SocialPilot specifies that publishing in the mornings on weekends (9-11 a.m.) is effective, so this is important to bear in mind.

The Best Times To Post On Instagram

Source Day Of Week Time To Post
Sprout Social Tuesday and Wednesday 9 a.m. – 1 p.m. Local
Hootsuite Wednesday 2 p.m. EST
HubSpot Saturday 6-9 p.m. Local
CoSchedule Wednesday, Friday, and Tuesday (in that order)

9 a.m. Local
Later Monday 4 a.m. Local
  • Best times to post on Instagram: 8 a.m. to 1 p.m.
  • Best day to post on Instagram: Wednesday.
  • Worst day to post on Instagram: Sunday.

From its origins as a photo-sharing platform, Instagram has evolved into one of the most popular social media networks in the world – and an indispensable marketing tool.

With billions of users – 90% of whom are following at least one business – Instagram has become a powerful engine for ecommerce, brand awareness, and community-building.

As a leader in the social media space, Instagram constantly provides new formats and features for users to try out – from Reels to Stories, user quizzes and polls, and more.

We consulted a handful of sources to determine the top posting times for Instagram and came away with a mixed bag of answers.

Wednesday appears to take the cake as the most consistently recommended day, with CoSchedule, Sprout Social, and Hootsuite all suggesting it.

Generally, our sources seem to lean towards weekdays as being strongest for Instagram engagement – with the exception of HubSpot, which recommends Saturday.

In terms of timing, the morning to midday hours seem to be your best bet, especially around 8 a.m. through 1 p.m. HubSpot and Later provide times that significantly differ from other sources, which suggests that effectiveness can vary based on audience and content type.

The Best Times To Post On TikTok

Source Day Of Week Time To Post
Sprout Social Tuesday and Wednesday 2-6 p.m. Local
Hootsuite Thursday 10 p.m. EST
SocialPilot Tuesday and Thursday 2 a.m. and 9 a.m. EST
HubSpot Friday 6-9 p.m. Local
  • Best time to post on TikTok: Inconclusive.
  • Best day to post on TikTok: Tuesday.
  • Worst day to post on TikTok: Inconclusive.

While it’s a relative newcomer to the fold, TikTok has quickly become one of the most beloved social platforms worldwide – and is drawing brands in increasing numbers.

With the average user spending nearly 54 minutes on the app daily, it’s hard to beat the hold that TikTok has among audiences. By optimizing your presence there, you can stand to generate some impressive returns on your marketing efforts.

So, what’s the best time to post on TikTok? The jury is out on this one – and it may take extra experimentation on your part to find the sweet spot that engages your audience.

Tuesday seems to rise to the top among the sources we consulted, with Wednesdays and Thursdays also getting recommendations. Generally speaking, it looks like midweek is a good time to test out your TikTok content, but there are plenty of discrepancies in the data.

While HubSpot named Friday as the best day, it also highlighted that Saturdays and Thursdays are strong for B2B brands, and Saturdays and Sundays work well for B2C brands.

Sprout Social found Sunday to be the worst performing day, while Monday and Tuesday are the worst days, according to HubSpot.

We also find a mix of recommended time slots, from early morning to mid-afternoon and also evening being suggested.

The Best Times To Post On Snapchat

Snapchat, the pioneer of ephemeral social media content (and the inspiration behind Instagram Stories), provides unique opportunities to reach younger demographics.

It differs from other platforms in how it works and the type of content that engages there. Snapchat typically centers around showcasing real-time experiences and authentic behind-the-scenes content versus polished marketing content.

This makes Snapchat an advantageous yet often underutilized tool in digital marketing. But it should not be overlooked, especially given that the platform continues to innovate.

While we have seen 10 a.m. – 1 p.m. cited as the best times to post on Snapchat in various secondary sources around the internet, we have found no recent original data to either confirm or refute this.

Given this, we would recommend testing out different times and days based on the behaviors and lifestyles of your target audience and then iterating based on your results (which is what you should be doing across the board, regardless!)

The Best Times To Post On Pinterest

Source Day Of Week Time To Post
Sprout Social Wednesday to Friday 1-3 p.m. Local
HubSpot Friday 3-6 p.m. Local
CoSchedule Sunday, Monday, and Tuesday (in that order)

8 p.m. Local
  • Best times to post on Pinterest: 3-6 p.m.
  • Best day to post on Pinterest: Friday.
  • Worst day to post on Pinterest: Sunday.

Pinterest, once thought of as a simple inspiration board-style site, has today become a crucial player in the world of ecommerce.

Businesses can leverage Pinterest to showcase their products and drive conversions, but also to grow and expand brand awareness and sentiment.

Success on Pinterest can be found through sharing brand-specific imagery, optimizing for mobile, and appealing to your audience’s sense of aspiration and inspiration.

Friday, alongside other weekdays, is consistently mentioned as a strong day among our sources. On the other end, Sunday is commonly named as the least effective day for posting on Pinterest.

When it comes to the most fruitful posting time on the platform, it appears that the late afternoon to early evening, specifically around 3-6 p.m., is optimal for best engagement.

The Best Times To Post On X (Twitter)

Source Day Of Week Time To Post
Sprout Social Tuesday to Thursday 9 a.m. – 2 p.m. Local
Hootsuite Monday and Wednesday 10 a.m. – 1 p.m. EST
CoSchedule Wednesday, Tuesday, and Friday (in that order) 9 a.m. Local
HubSpot Friday and Wednesday (in that order) 9 a.m. to 12 p.m. Local
  • Best times to post on X (Twitter): 9 a.m. to 12 p.m.
  • Best days to post on X (Twitter): Wednesday and Friday.
  • Worst day to post on X (Twitter): Sunday.

X (formerly known as Twitter) has long been a place for marketers to connect and engage with their audience, join trending conversations, and build community.

The real-time nature of X (Twitter) differentiates it from other social platforms and allows for spur-of-the-moment and reactionary marketing moves. And with CEO Elon Musk’s big plans for the app, it’s undoubtedly a space to watch.

When looking for the top days to post among the sources we consulted, Wednesday and Friday are most often mentioned – with Sprout Social specifying Tuesday through Thursday.

Hootsuite nominates Monday and Wednesday as the top days, proving that weekdays reign supreme on X (Twitter).

Like many other platforms, Sunday seems to be the least effective day for post-engagement.

Looking for the best times to post on X (Twitter)?

Late morning, from around 9 a.m. to noon, seems to be the most recommended time – though, as always, this will differ based on your specific audience and the type of content you are sharing.

We always recommend testing and experimenting to see what works for you.

The Best Times To Post On LinkedIn

Source Day Of Week Time To Post
Sprout Social Tuesday to Thursday 10 a.m. – 12 p.m. Local
Hootsuite Monday 4 p.m. EST
CoSchedule Thursday, Tuesday, and Wednesday (in that order) 10 a.m. Local
HubSpot Monday, Wednesday, and Tuesday (in that order) 9 a.m. – 12 p.m. Local
  • Best times to post on LinkedIn: 10 a.m. – 3 p.m.
  • Best days to post on LinkedIn: Tuesday, Wednesday, and Thursday.
  • Worst days to post on LinkedIn: Weekends.

Though first and foremost a platform for professionals, LinkedIn has picked up steam in recent years, becoming a hub of engagement and a frontrunner among social media networks.

It’s also an essential tool for businesses that want to reach business executives and decision-makers, as well as potential candidates.

Done right, LinkedIn content can go a long way in building a public perception of your brand and providing deep value to your target audience.

Digging into the data, we can see that weekdays provide the biggest opportunities for engagement on LinkedIn, which is hardly surprising. Tuesdays through Thursdays are often mentioned as the top days, with Mondays also highlighted by Hootsuite and HubSpot.

All of our sources agree that weekends are less effective for LinkedIn posts.

If you’re searching for the right time, you might try your hand at posting from late morning to mid-afternoon, based on what these sources discovered.

But (and not to sound like a broken record) your results may differ based on your brand, niche, target audience, and content.

What Is The Best Time For You To Post On Social Media?

Finding the best times to post on social media requires a delicate blend of testing, experimentation, and personal analytics.

And it never hurts to start your journey with industry insights like the ones we’ve covered in this article.

By aligning your content strategy with your target audience and trying out different posting strategies – taking into account these recommended time slots – you will be able to determine what works best for you and significantly enhance your social media presence and engagement.

Sources of data, November 2023.

All data above was taken from the sources below.

Each platform conducted its own extensive research, analyzing millions of posts across various social networks to find the times when users are most engaged.

Sources:

  • Sprout Social analyzed nearly 2 billion engagements across 400,000 social profiles.
  • Hootsuite analyzed thousands of social media posts using an audience of 8 million followers. For its Instagram updates, it analyzed over 30,000 posts.
  • CoSchedule analyzed more than 35 million posts from more than 30,000 organizations.
  • SocialPilot studied over 50,000 YouTube accounts and over 50,000 TikTok accounts to compile its data. 
  • Later analyzed over 11 million Instagram posts.
  • HubSpot surveyed over 1,000 global marketers to discern the best times to post on social media. For its Instagram-specific data, it partnered with Mention to analyze over 37 million posts.

More resources: 

Featured Image: Kaspars Grinvalds/Shutterstock

Ecommerce MGMT 0 Comments
Dec 6 2023
Reddit Recap For 2023: Top Trends And Updates For Advertisers via @sejournal, @kristileilani

Reddit, a diverse social media community for sharing news, highlighted the most engaging trends of 2023 in its annual Reddit Recap.

While it continued to host various interests, including business and marketing, the year marked a significant rise in subreddits dedicated to knowledge and serious discussions, presenting a valuable opportunity for marketers.

Reddit Recap 2023Screenshot from Reddit, December 2023

Top Trending Subreddits And Communities

Remarkably, subreddits like r/todayilearned and r/NoStupidQuestions saw a surge in viewership, climbing to the 25th and 18th most-viewed spots, respectively.

This upward trend signifies a growing interest in learning and intellectual curiosity among Reddit users.

Additionally, r/Damnthatsinteresting, which explores various fascinating topics, rose 26 places to become the 13th most-viewed. These shifts indicate a user base that values informative and thought-provoking content to spark discussion.

This aspect of Reddit demonstrates its role as a space for serious, informed conversation, a trait highly appealing to marketers aiming to engage with a thoughtful and engaged audience.

The 2023 Reddit Recap For Advertisers

Over the past few months, Reddit has introduced several significant updates to enhance its advertising capabilities and user experience. Here’s a summary of the key developments:

  • Reddit launched new ad formats within Conversation Placement, namely Carousel Ads and Product Ads.
    • These formats, used in over 60,000 campaigns, aim to engage users effectively within conversation threads.
    • Carousel Ads have been updated to include up to six images or GIFs, each with a clickable link, leading to a 44% increase in click-through rate.
  • Reddit emphasizes its role in product recommendations, with 94% of users engaging with recommendation content.
  • The introduction of Product Ads complements users’ shopping journeys, allowing brands to target users actively seeking product advice.
  • Reddit updated its Reddit Ads Formula program, introducing the Boost 2.0 Certification Program to educate advertisers on maximizing success on the platform.
    • This program, launched in June 2022, has already seen participation from over 5,800 individuals from various countries.
  • Reddit has made several updates to its search function, particularly on mobile apps. These include a new media tab for easier access to videos, GIFs, and images, a simplified search results page, and improved screen reader compatibility.
  • Reddit introduced Contextual Keyword Targeting and Keyword Suggestions, using machine learning to improve ad relevance, increase click-through rates, and lower cost per action for advertisers.
  • Reddit is experimenting with an “Official” label next to the usernames of organization profiles to increase transparency and authentic engagement.
  • Reddit launched Contextual Keyword Targeting for ads placed in relevant discussions and Product Ads for integrating brand products into user conversations, targeting users ready to make purchases.
  • Reddit introduced features for easier content sharing, including updated link previews for text posts, direct sharing to Instagram Stories, a custom share sheet, and one-tap screenshot sharing.
  • Reddit rolled out a new toolbox for publishers to display Reddit content externally, featuring predictable post heights, community showcases, and interactive displays of upvotes and comments.
  • Reddit expanded its Independent Agency Program, adding partners like Horizon Media, PMG, and Wpromote.
    • Reddit also renewed its partnership with Tinuiti, offering benefits such as advertiser incentives and enhanced measurement tools.

These updates reflect Reddit’s commitment to enhancing user experience and providing effective advertising solutions, leveraging its unique community-driven platform.

Why Marketers Should Consider Reddit Marketing

For marketers, these trends on Reddit offer a unique opportunity.

reddit recap 2023 experienceScreenshot from Reddit, December 2023

The platform’s shift towards knowledge and serious discourse suggests a user base that is engaged, informed, and potentially more receptive to content that aligns with these interests.

Marketing strategies that leverage educational content or align with thought-provoking discussions can resonate deeply with this audience.

Moreover, the rise in viewership of these knowledge-driven subreddits indicates a growing segment of users keen on learning and exploring new ideas.

This demographic is invaluable for marketers seeking to introduce innovative products or concepts or to engage in meaningful brand storytelling.

Conclusion

Reddit’s 2023 trends highlight an emerging focus on knowledge and serious discourse, presenting a ripe landscape for marketers.

By tapping into this engaged, intellectually curious audience, marketers can find new ways to connect with consumers, particularly those who value informative and thoughtful content.

Reddit’s evolution into a platform for learning and in-depth discussions marks it as an essential part of any modern digital marketing strategy.

Featured image: gguy/Shutterstock

Ecommerce MGMT 0 Comments
Nov 8 2023
Meta Sets New Transparency Standards For Political Ads via @sejournal, @kristileilani

Meta is instituting a groundbreaking policy to promote transparency in political and social issue advertising with regards to AI-altered or digitally manipulated content in ads for political and social causes.

Starting in the new year, the tech giant will require advertisers to disclose any digital creation or alteration of images, videos, or audio within such ads on Facebook and Instagram.

This move aims to combat the spread of misinformation by ensuring users can identify content that has been manipulated to depict events or statements that did not occur.

The new regulation mandates that advertisements containing photorealistic representations of nonexistent people or events, or altered footage of real events, carry a disclosure.

However, disclosures are not required for minor edits like color correction or image resizing, provided they do not materially affect the ad’s message.

Meta will include a notice in the ad itself and in the Ad Library when content is identified as digitally altered.

Advertisers who fail to comply will face ad rejection and potential penalties.

Meta’s policy continues to prohibit content that breaches its guidelines, relying on independent fact-checkers to vet viral misinformation.

The implementation of this policy reflects a growing concern over the integrity of information disseminated through online platforms.

By compelling advertisers to be upfront about the use of digital techniques in ads, Meta is taking a step towards restoring user trust in the content they encounter online.

The new policy is a significant development for anyone concerned with the authenticity of online content, especially in the politically charged atmosphere of social media.

It addresses the sophisticated capabilities of AI and digital tools that can create convincing yet false narratives.

The requirement for disclosure is not just about informing viewers but is also an attempt to deter the manipulation of information for political gain.

For professionals managing brand reputation and crafting marketing strategies, this policy underscores the importance of transparency and ethical advertising practices.

Featured image: PixieMe/Shutterstock

Ecommerce MGMT 0 Comments
Oct 5 2023
How To Create A Social Media Strategy In 11 Steps via @sejournal, @annabellenyst

Social media still feels fairly “new” to many of us.

It’s hard to overstate the rate at which social media has grown since then, to become an integral part of our daily lives.

There are now countless social media platforms, with new competitors popping up weekly (at least, it can feel that way).

Today, we use social media to maintain relationships across continents, share our big (and small) life moments with our loved ones, get the latest news, track our favorite celebrities, and more. It has reshaped how we connect, communicate, and consume content.

Social media has also become a cornerstone of modern marketing.

From the biggest global brands to nonprofits, universities, or local mom-and-pop shops, no marketing strategy is complete without a social media component.

For marketers, social media offers the opportunity to connect directly with customers and prospects, grow awareness and positive sentiment around your brand, and build a community of engaged and loyal followers.

A robust social media strategy can set you apart from your competition and drive real results for your bottom line.

In this article, we’ll explore what a social media marketing strategy is and why you need one, before diving into a step-by-step guide to creating your own strategy from scratch.

What Is Social Media Marketing?

Before getting into the specifics, let’s start with the basics: understanding the concept of social media marketing and its purpose.

Social media marketing employs social media platforms and networks as tools to promote brands, products, and services, and for organizations to connect directly with their target audience.

This is done primarily through creating and distributing content designed to engage and provide value to a brand’s ideal consumer. There are two overarching social media marketing approaches:

  • Organic – content you share on your social media profiles for free.
  • Paid – sponsored content on social media that leverages advertising spend to drive audiences towards a specific goal (e.g., generate leads, drive traffic to your site, etc.)

It’s a cost-effective method for reaching a diverse audience, meeting your customers where they are, and gathering insights about your target consumer’s behaviors and interests.

Beyond just producing content, social media allows your brand to build and nurture a community. By interacting directly with customers and answering their questions and concerns, you can positively influence your brand’s reputation.

Let’s look a little closer at what else makes social media marketing so powerful.

Increased Brand Awareness

There are 4.8 billion social media users worldwide, representing almost 60% of the total global population. That’s a sizeable audience and a promising one for marketers.

Whether you’re looking to attract new customers in markets from the other side of the world or help build awareness with local shoppers, social media marketing can help you do it.

And all marketers know that with increased awareness comes more leads, which creates more sales.

Good Return On Investment (ROI)

You don’t need a huge budget to build an audience on social media, and that’s one of the things that makes it such a popular marketing tool.

Creating a business profile is usually free on most platforms, and it’s not essential that you put money into paid social content; you can achieve your goals with the right organic strategy.

Just by focusing on consistently posting content your targets will find valuable, you can build an audience and expand your reach.

Improved SEO

Social platforms can also help your search engine optimization efforts.

While there’s no direct correlation between your search engine ranking and social media – in that, your ranking is not directly affected by what you post on YouTube or Instagram – there is a connection.

For one, social media allows you to boost your content. This leads to more traffic and more engagement, which are positive user signals.

It also gives you more opportunities for generating backlinks, not to mention that your profile could rank in its own right for search terms.

Better Customer Service

Increasingly, customers are turning to social media to easily reach out to brands – whether they need help troubleshooting an issue or are looking for tips and tricks.

This provides a major opportunity for companies to offer seamless customer service and help rectify problems.

It can be an effective way to turn a negative experience into a positive one while allowing you to keep your finger on the pulse of patterns in buying, use, and potential issues.

What Is A Social Media Strategy?

All the benefits we just talked about sound pretty darn nice – so how do we make them happen?

That’s where a social media marketing strategy comes in.

A social media strategy is a thorough roadmap that outlines how your brand will leverage social media to achieve your marketing and business goals.

The purpose of a social strategy is to provide direction for your social marketing efforts, ensuring that they are aligned with your business’s overarching objectives, and are thoughtfully designed to create results.

Your social media marketing strategy will typically include details such as your target audience(s), which platforms you’ll use, any key metrics or KPIs, content strategy, community management approach, and more – which we’ll cover in more detail later in this guide.

Why You Need A Social Media Marketing Strategy

Now that you know what a social media strategy is, the next logical question is: Do you really need one?

The answer: a resounding ‘yes’. If you’re going to jump into the world of social media marketing, you must have a strategy.

Things move extremely fast on social media; the algorithms, features, and platforms are changing day to day. And without a well-considered strategy, it’s incredibly easy to fall behind.

A social media strategy gives you the guardrails and structure necessary to keep you on the path to success and prevent you from getting overwhelmed. Here are some other reasons why you need a social strategy:

  • Efficiency: Having a concrete plan in place means you can allocate your time and resources to the areas that matter most. Your strategy should provide clarity on where you’re focusing, the platforms you’re prioritizing, what your content strategy is, and where to put your advertising dollars (if any). From here, you can make sure you’re allocating your resources appropriately.
  • Consistency: With your strategy in hand, you’ll be able to maintain consistency in your content, your messaging, your brand voice and tone, and your visual identity across platforms.
  • Long-term sustainability: Your strategy will keep your brand on the straight and narrow so that you can nurture a meaningful social presence. It will help you keep your key goals and metrics top-of-mind, and prevent you from getting sidetracked by fleeting trends or short-term efforts that ultimately peter out.

How To Create A Social Media Strategy In 11 Steps

1. Set Clear, Measurable Objectives

As with any other marketing approach, the first step to crafting an effective social media strategy is to clearly define what you aim to accomplish.

Start with your “why.” Why is your brand diving into the social media space, and what do you ultimately hope to achieve? These are the first questions you should be asking yourself.

As you define the answers, you should be keeping your brand’s larger goals in mind, and thinking about how your objectives will ladder up to, or align with them.

Do you want to boost brand awareness? Increase traffic to your website? Generate new leads or conversions? Improve your brand’s reputation? Nurture an engaged and loyal audience?

You might have one specific goal or several – just be sure that each of them satisfies the following three criteria:

  • It’s achievable.
  • It’s measurable.
  • It’s relevant to your brand.

Once you know why you’re doing this, you can start getting more specific.

2. Identify Your Audience

Next, you will want to determine who you are targeting on social media.

This is crucial, as success will depend on creating content that interests and engages your audience – and that starts with knowing who they are.

One helpful step you can take is to develop customer personas that represent who you will be talking to on social media, and group similar audience members together.

These detailed personas can (and should) cover everything from how old they are and where they live to their interests, pain points, content preferences, and online behavior.

Be sure to include things like:

  • Demographics – age, gender, job title, salary, location, etc.
  • Interests – what type of content would interest them? What topics do they engage with? What are their hobbies and passions, both at work and at home?
  • Their goals in relation to your content – are they looking for a new job? To improve their fitness? To learn a skill? To find a software solution to save them time? To discover a delicious new ice cream brand? Think about how your brand, product, or service will be the solution to their goals.
  • Where they spend time – what is their social platform of choice? Are they hanging out on LinkedIn or TikTok? Or both?
  • Content consumption – are they more likely to watch videos or read text posts? What kind of content are they looking for on social? What other brands or individuals are they following?

One caveat to note: Don’t get too granular trying to target outliers or exceptions. Instead, look for generalities that are consistent with each grouping.

All of this information will be paramount in informing what content you make, where, and how it comes to life.

3. Check Out The Competition

By now, you may have enough audience data to understand which platforms you might prioritize.

But before you make that call, it helps to take a look at the social media activity of your competitors, or other companies in similar industries.

There’s a good chance some of your competitors already use social media marketing, which is great news – you can learn from them.

Do a deep dive into their profiles and content to see what strategies they’re employing, what topics they’re covering, and what kind of engagement they’re getting on different pieces of content. This will help you get a feel for the kind of content your audience likes – as well as the ones they’re not as interested in.

Which platforms are your competitors active on, and which ones are they not using? Where are they getting the best results, and where is engagement lacking? Is this because your targets prefer one platform over another, or are your peers missing an opportunity?

By studying your competitors’ social profiles and content, you can spot gaps and opportunities in the market, and gather important insights to guide your strategy.

This is not a one-and-done thing, by the way. You should always stay abreast of your competitors’ social media presence as part of your social listening process.

4. Choose Your Platforms

Now it’s time to choose which social media platforms your brand will focus on, at least to begin with.

Before you go any further, take note: Your brand does not have to be on every single social platform. In fact, your brand probably shouldn’t be on every social platform – especially if you’re just starting out with social media marketing.

Selecting the right platforms is a crucial step, and you should focus on platforms that align most closely with the activity and preferences of your target audience.

The most obvious options are the “big four” platforms: Facebook, X (formerly Twitter), Instagram, and LinkedIn. But these might not all be right for your brand – and there are so many more to choose from, including TikTok, Pinterest, Snapchat, and more.

At the end of the day, it’s all about meeting your audience where they are.

Are you targeting retirees? TikTok might not be the best choice for you. But if you’re looking to reach a Gen Z audience, you should likely be there. If you’re a B2B brand, you probably want to be on LinkedIn – but there are also opportunities there for B2C brands, too.

Do some research into each platform to understand their strengths and weaknesses and how they might fit into your strategy.

5. Define Your Brand’s Voice And Tone

In social media marketing, just as with all marketing, keeping a consistent brand voice and tone is key.

Before you begin posting on social media – and even before you develop your content strategy – you should align internally on what you’d like your tone to be.

Will it be cheeky? Serious and informative? Casual yet educational? Snarky? Whatever you choose, ensure it makes sense for who you’re speaking to, and that it’s infused consistently throughout your content.

In an ideal world, your marketing department already has established guardrails here that you can leverage – but feel free to make small tweaks to optimize for a social audience.

6. Optimize Your Profile(s)

Your social profiles are where your content is aggregated on each platform, and it’s the first place social users will go to learn more about your brand. That’s why it’s important you include all the necessary information upfront.

Start by choosing a handle that reflects your business. Then, include your business name, contact details, some information about your company in the bio, and anything else visitors might need to know.

Here, you can use a keyword research tool to determine which words and phrases your customers use in search and include them in your profile.

The visual elements are key here. Make sure your branding is consistent, and you’re using correctly sized and formatted images so that they show up in the highest possible quality.

The goal is to make your brand instantly recognizable across all touchpoints.

7. Develop Your Content Strategy

It’s time to build your content strategy, which will be the essence of your social media marketing presence.

Before you do too much, revisit your goals and the target audience information you compiled in earlier steps. These will help form the foundation of your strategy and the content you plan to make.

Then, think about the platforms you’re going to be using and what trends you have noticed there in terms of content formats, types, and topics that are most popular.

Depending on the platform(s) you’re using, your content might include educational videos, links to blog posts, memes, polls, or anything else your audience will find useful.

This usually generates better engagement and sharing among your audience than strictly sales-focused pieces.

Focus on including a diverse mix of content types – from informative to entertaining to promotional content about your brand – as well as formats.

Just make sure every piece of content reflects your brand’s voice and tone, serves your objectives, and provides value to your audience.

8. Create A Social Media Content Calendar

As we’ve touched on, consistency is very important when it comes to social media marketing. You want to maintain audience engagement, which requires a consistent flow of valuable content.

In order to achieve this, you need to make a content calendar that clearly outlines when you’ll be posting and where you’ll be posting it.

At first, you might want to experiment with posting times and frequency to find what works best for your brand and audience. Ideally, you want to find a sweet spot between posting too much (and annoying your audience) and posting too little (and being forgotten about).

Your goal is to catch the attention of the most people and generate as much engagement as you can – and this will vary, depending on several factors like your business, your audience, the time of year, different holidays, etc.

The great thing about a content calendar is that it will keep you organized and allow you to think ahead. Using your calendar, you can plan for major events, holidays, industry moments, and trends.

Is there a specific holiday that is super relevant to your brand and audience? Start planning your content at least a few weeks in advance, so you’ll be ready to roll.

A content calendar can also be very useful for keeping team members (and stakeholders from other teams) informed about your social media plans.

9. Consider Community Engagement

Social media marketing isn’t just about posting content and signing off. It’s about really engaging your audience, and building a community on each platform.

You should consider how you will do this as you build out your strategy.

Ask yourself questions like, who will respond to comments and messages? How will we handle customer complaints or customer service inquiries via social media? How can we actively start conversations with our audience?

Make sure to include space in your social strategy to proactively engage with other individuals, brands, and content in your space.

10. Track Your Performance

At this point, you should have started posting content to social media – and it’s time to start analyzing your performance.

By looking at your metrics, you can gather information about what’s working and start to identify trends.

This is another one of those steps that never ends; you should regularly assess how your content is performing on social media and optimize based on what you find.

Most social media platforms offer some analytics for business accounts, where you can view numbers for metrics like reach, impressions, engagement rate, click-through rates, and more. The ones you focus on will depend on your goals and the KPIs you set for yourself.

For example, if you’re looking to grow brand awareness, you’ll want to look at the number of impressions your posts are getting. If your goal is to increase engagement, you’ll want to track likes, comments, and shares. Or, if you’re using paid ads, you probably want to keep an eye on your cost per click.

Look for commonalities among your most successful and least successful posts. This will give you insight into the type of social content you should lean into, and what you can deprioritize.

Also, don’t forget to read (and reply to!) the comments. Comments from your audience can be very insightful and will help you understand the sentiment around what you’re posting.

11. Optimize And Refine Your Strategy

Social media is constantly evolving, and so should your marketing strategy.

Social media marketing isn’t the type of thing that pays instant dividends. It takes time to understand what works and how to be successful.

But one thing is certain: You won’t be successful by playing it safe and sticking to a static strategy.

Even once you feel confident that your content is on-brand and generating the right results for you, your strategy will still require regular adjustments based on changing preferences, trends, and audience needs.

Keep looking to your performance insights to find what works best, and adjust content as needed.

Experiment with new content formats, features, and tactics to see what opportunities you might be missing. There are always new content features being released on social media platforms, as well as being phased out. Stay on top of these.

Pay attention to the social landscape and what your competitors are doing.

The goal is to always be looking for new ways to maximize the impact of your social media presence.

And while that’s a job that is never done, over time, you’ll gain a feel for what you’re doing that will help you generate more consistent results.

In Summary

The world of social media marketing can be a daunting one, and it’s easy to get distracted or discouraged.

But keep at it.

A well-crafted social media marketing strategy can go a long way in growing your business and even boosting your bottom line – and the returns are well worth the investment.

Remember to regularly step back and look at the bigger picture.

Focus on creating valuable, engaging content that’s aligned with your brand goals and objectives.

Be willing to experiment, put in the resources, and embrace the unknown, all with the purpose of creating authentic connections with your audience and helping your business thrive.

By putting in the work, keeping an open mind, and not being afraid to take risks, your social media marketing strategy will help you reap the rewards for your business.

Happy posting!

More Resources: 

Featured Image: mrmohock/Shutterstock

Ecommerce MGMT 0 Comments
Jun 20 2023
Meta Expands Reels Ads To Instagram, Tests AI Features via @sejournal, @MattGSouthern

At an advertising conference this week, Meta unveiled innovative new features for Reels, its short-form video product.

Businesses can soon run ads between Reels on Instagram, an option previously exclusive to Facebook.

The ads are designed to blend into the Reels experience so they don’t interrupt the user or feel out of place.

Additionally, Meta is bringing its app promotion ads to Reels, which can help businesses get more downloads.

With music playing a huge role in social media video engagement, Meta is testing AI to optimize audio in single-image Reels ads.

Meta plans to make these solutions more widely available in the coming weeks. Here’s more about what to expect.

Reels Ads On Instagram

Video content in social media has been skyrocketing recently, with Meta revealing that more than half of users’ time on Facebook and Instagram is spent watching video content.

Reels has witnessed significant growth, reaching over 2 billion re-shares daily, which has doubled over the past six months.

To capitalize on this, Meta is expanding Reels ads to Instagram.

This allows brands to tap into massive audiences using Reels, providing a new avenue to reach potential customers.

Promote Apps In Reels Ads

Meta is enabling app promotion ads, previously called app install ads, for Facebook and Instagram Reels.

App promotion ads allow companies to extend their reach and increase their user base.

Given the many apps available on mobile phones, businesses can struggle to gain visibility. Bringing app promotion ads to Reels can help advertisers cut through the clutter and connect with audiences open to new ideas.

Using AI To Optimize Music In Ads

Meta found that ads with music and a voice-over tend to get a 15% better reaction from viewers than those without sound.

Recognizing the impact of music on viewer engagement, Meta is testing music optimization for its single-image Reels ads.

By providing free access to high-quality music through the Meta Sound Collection, advertisers can find and incorporate audio into their Reels ads during the creative process.

Enhancing single-image Reels ads with music will likely yield strong results if implemented well.

In Summary

Meta is enhancing its Reels ads in several ways to provide more business opportunities.

Notably, Meta is testing the use of AI to optimize the music for single-image Reels ads.

Soon, advertisers can run ads between Reels on Instagram, expanding beyond Facebook.

Businesses looking to reach audiences through short-form video should consider exploring these AI-powered tools when available.

Featured Image: Sergei Elagin/Shutterstock

Source: Meta

Ecommerce MGMT 0 Comments