Furthermore, the list of theories can be used to justify the novelty of future research where a new theory is applied. Notwithstanding the productivity of the research streams, several promising avenues avail for advancing knowledge across all research streams. Figure 1 indicates that research on social media influencer marketing began to flourish 10 years (i.e., 2018 onwards) after the concept of was introduced in 2008 [63]. Avoid focusing on vanity metrics since they create a flawed perception of success. A high number of followers does not necessarily mean that your social media marketing efforts are successful.

At Webflow, we curate articles, courses, and tutorials that help complement and improve your marketing strategy. Each step of learning social media has a learning curve — we’re here to guide you through them. You can write text posts on Facebook to update followers on the latest products and discounts, but these won’t be as effective as visual media. Trying using photos, videos, and other interactive and visual posts to boost engagement with your audience. You can also use Meta Ads Manager, which lets you promote sponsored content to reach a larger audience.

The good old Canva also has an AI image generator now that you can use to make thumbnails for your YouTube videos or images for your Instagram posts. These influencers have an audience consisting of parents who have the spending power and motivation to buy your product. To make sure your budget spending is resulting in a decent return on investment (ROI), you must have a game plan.

Community engagement involves building relationships with followers through meaningful interactions such as responding to comments, hosting Q&A sessions, or running polls. By fostering a sense of community around their brand, businesses can create loyal customers who advocate for their products or services. Regularly sharing content helps to build brand awareness and keeps your business fresh in the minds of your followers. Maintain a consistent posting schedule to keep your audience engaged. Müller et al. (2013) investigated social media use in the German automotive market.

Key Takeaways

The brand repeatedly uses its core colours (yellow and red), creating a stronger visual image that helps customers remember the brand. It’s always worth optimising your profile page to reflect what makes your business unique. Koala Mattresses is all about luxury, but this doesn’t mean its social media copy is formal and stilted. The brand still maintains a conversational tone and injects light humour into its posts. A space for social media managers, small business owners, and creators to connect, share, and learn from each other. On our resources blog, you’ll find the latest social media news and trends, social media success stories, guides to new platform features, and more.

The key here is creating an approachable and authoritative vibe and an environment where your audience feels valued and is more likely to advocate on your behalf. Essentially, every interaction is an opportunity to reinforce your brand’s image and deepen customer loyalty. In order to present consistent messaging across multiple platforms, you’ll need to provide some guidance for your social media team. Appearing authentic and approachable is key on social media, and you’ll probably find that a plain-spoken and friendly tone generally works best on most platforms.

In a landscape with more competition, content and networks than ever, a succinct strategy gives you the focus needed to say “no” to efforts that don’t serve your goals. Key to effective social media marketing is knowing how your posts, ads, and content is performing. Tracking the right social media metrics, that is, the data points that show you how well your efforts are working, will help you optimize and improve on future content. Behind the best-performing brands on social media are a number of elements that work together to boost visibility, grow an audience, and turn followers into business results.

Prioritizing audience targeting, creativity and strategic budgeting will separate winners from those just burning through ad dollars. We all know social media is ingrained in daily life, but how people use it is changing. While growth may seem slow, that’s only because most of the world is already online.

Its ad platform, combined with organic engagement, can amplify brand messages, ensuring they resonate with the audience. Facebook, the largest social media platform globally, serves as a massive local business directory. With its diverse user base, it’s a hub for communication, group participation, business discovery, and brand following.

SMM is a dynamic field that requires constant tracking, adapting, and optimizing of processes and techniques. Marketers must refresh their knowledge and skills continuously in line with the latest feature, strategies, and best practices in social media marketing to maximize the results of their SMM efforts. Running and optimizing paid social media campaigns, particularly across multiple platforms, is complex and requires a high degree of specialization. However, several platforms have established themselves as powerful tools for businesses looking to enhance their social advertising efforts. In fact, video content consistently outperforms other formats across platforms, providing a dynamic and engaging experience that resonates deeply with audiences.

Not Monitoring Analytics

The negative connotation that may be attached to such disclosures should also be addressed in ways that make such disclosures an asset rather than a liability. A social media marketing strategy is a plan that outlines the tactics a business will use to achieve its marketing goals on social media platforms. This can include influencer marketing, user-generated content, paid advertising, hashtag campaigns, video marketing, and giveaways. Additionally, social media platforms provide valuable data and analytics that businesses can utilize to measure the success of their campaigns. By analyzing metrics such as reach, engagement, and conversions, companies can gain insights into the effectiveness of their social media marketing efforts and make data-driven decisions for future campaigns. Social media marketing refers to the process of utilizing social media platforms to promote products or services and connect with the target audience.

Social media marketing as a career field was virtually unheard of a decade ago. Now, however, it’s an established, growing field with a positive outlook for the foreseeable future. This post’s content remains helpful beyond its publication date, ensuring ongoing value and shareability, which are essential for evergreen topics. Testing different frequencies of updates and timing is another aspect of social media optimization based on consumer behaviour. At the lower end of the spectrum, Health & Beauty, and Tech & Software receive an average 0.02% engagement rate.

Thanks to LinkedIn’s networking features, your brand can reach anyone from interns to senior-level managers. LinkedIn focuses on thought leadership, allowing you to post in-depth written content about your industry to establish yourself as a thought leader. TikTok is the latest social media sensation and one of the fastest-growing platforms out there. It’s a short-form video app renowned for its clever algorithm that keeps people scrolling for hours. These tools have the potential to completely change how audiences experience brands, offering interactive and memorable experiences that traditional formats cannot match. Imagine being able to try on a new outfit without having the garment in your hands or testing new furniture in your home before you hit purchase.

Our RACE Framework has a data-driven structure that marketers can use to plan their own strategies. As an alternative, this is the most recent compilation of active users for the main social networks as we enter 2025. Since it’s the start of the year, we have included the most recent research from the end of the previous year, but will update this compilation of research through 2025. We include the lastest figures for the fast growing social networks such as Threads and Bluesky which has recently announced dramatic growth as many people switch from X / Twitter. Social networks have transformed marketing and, as this post shows, their popularity is still growing in our latest global social media statistics research summary for 2025.

This can make it challenging for businesses to keep up with the latest trends, updates, and best practices. Staying updated and adapting to these changes is crucial for maintaining an effective social media marketing strategy. HubSpot offers a social media tool — as part of the marketing software — to help you publish and monitor your content and create real connections with your followers. You can schedule and publish your content in advance and compare in-depth reports on your posts’ engagement to understand the performance of various platforms, types of content, and posting times. The concept of social media marketing is threefold – to build your brand, to promote your product or service, and to foster a relationship with your customers.

Social media is undoubtedly an exciting and ever-changing industry. Psychology is as much a part of the job as creativity and data—it utilizes both the right and left sides of the brain, and each day brings about new challenges. There are a couple of things you can do right away to prepare yourself for a career in SMM Thai, helping transform you into an industry-ready marketer. Social media marketing is simple on the surface, but it includes multiple layers that impact the best practices for different types of organizations. While social media marketing may seem easy, jumping in without a solid understanding will hurt your chances of getting the right results.

To promote the release of the Barbie movie, Warner Bros. and Mattel’s marketing arm created the #BarbietheMovie hashtag which brought the brand 18 million engagements across social media. Marketing through social media is effective because it’s a place where more than half the global population hangs out. Not to mention, a whopping 76% of social media users have purchased something because they saw it on social media. Salesforce Marketing Cloud can help you turn interested consumers into loyal customers. Our software centralises your siloed marketing and sales data in one place, allowing you to make better, data-driven decisions to optimise your strategies. Once your content is live, your next job is to prove it’s delivering value.