Social Media Marketing on 6 popular platforms; What to know

Social media marketing, a vital strategy for businesses, enables efficient engagement with clients on platforms like Facebook, Instagram, and LinkedIn. 

With 4.76 billion global users, these platforms are essential for brand research and purchases. Establishing a strong presence can boost sales, generate leads, and create loyal brand supporters. 

This article will cover the core concepts, advantages, and practical tips of social media marketing. It also guides in creating a strategic campaign plan and explores the top seven social media platforms with efficient usage suggestions, offering businesses invaluable insights for successful online marketing.

Social Media Marketing Platform

  • Users: 1.9 billion daily active users worldwide
  • Audience: An even spread of Generation X and Millennials
  • Industry impact: B2CBest for: Brand awareness; advertising; community building

Facebook is the largest social media platform and the most established. Since its launch in 2004, it has become an invaluable tool for B2C businesses, offering advanced advertising tools as well as organic opportunities.

  • Users: 1 billion active monthly global users
  • Audience: Primarily Gen Z followed by Millennials
  • Industry impact: B2B and B2CBest for: Short-form, creative video content; user-generated content; brand awareness

When you think of short-form video, you probably think of TikTok. The platform rose in popularity in 2020 and shows no signs of slowing down. It’s one of the best platforms for community building, with marketers ranking it in second place behind YouTube.”

  • Users: 1 billion monthly active users
  • Audience: Primarily Millennials
  • Industry impact: B2CBest for: High-quality images and videos; user-generated content; advertising

Although Instagram launched only 12 years ago, the platform has taken the world by storm. When it comes to sharing visually compelling content, Instagram is where brands go. Another thing that sets the platform apart is its advanced ecommerce tools.Today, users can discover brands, browse their products and/or service, and complete a purchase without ever leaving the app – making Instagram a hard platform to beat.”

  • Users: 211 million daily active users worldwide
  • Audience: Primarily Millennials
  • Industry impact: B2B and B2CBest for: Public relations; customer service; community building

While Instagram focuses on visuals, X focuses on words. Since the early days of 140-character Tweets, the platform has now expanded to include an audio tool called X Spaces, a community-building tool called X Communities, and X Moments to share interesting content with your followers.


  • Users: 774 million active users worldwide
  • Audience: Baby boomers, Generation X, and Millennials
  • Industry impact: B2BBest for: B2B relationships, business development, and social selling

LinkedIn is Facebook’s professional cousin. It’s perhaps the only platform where its audience is clearly defined: Working professionals looking to network and seek out new opportunities.That makes it the ideal platform for B2B companies looking to identify key decision-makers and build an industry-specific community.”

  • Users: Over 315 million daily active users worldwide
  • Audience: Primarily Millennials but has a strong audience across gender and age demographics
  • Industry impact: B2C and B2BBest for: Brand awareness; long-form entertainment; how-to and explainer videos; SEO; advertising

According to HootSuite, YouTube is the second most visited website in the world. In addition, marketers name it the best platform to build community.In addition to being an incredibly popular platform, its users also tend to stay longer on it because it features mostly long-form content – making it an ideal platform to share educational content.”

How Social Media Marketing (SMM) Functions

The rise of platforms like Facebook, X, and Instagram has revolutionized not just our interpersonal connections but also how businesses influence consumer behavior. Social media not only promotes engaging content but also extracts valuable geographic, demographic, and personal data to create resonant messaging for users.

SMM Action Plan

A focused SMM strategy is key to its effectiveness. Hootsuite, a leading social media management software provider, suggests the following action plan for a well-structured SMM campaign, complete with execution framework and performance metrics:

  1. Align SMM goals with clear business objectives.
  2. Understand your target customer (age, location, income, job title, industry, interests).
  3. Conduct a competitive analysis, studying both successes and failures.
  4. Audit your current SMM efforts, analyzing successes and failures.
  5. Develop a content delivery calendar for SMM.
  6. Create high-quality, engaging content.
  7. Monitor performance and adjust the SMM strategy as required.

Customer Relationship Management (CRM)

In contrast to traditional marketing, social media marketing offers unique advantages, including two types of interactions for targeted customer relationship management (CRM) tools: customer-to-customer and firm-to-customer interactions. Unlike traditional marketing, which primarily tracks customer value through purchase activities, SMM can assess customer value directly (through purchases) and indirectly (via product referrals).

Social Media Marketing Tips to Boost Your Campaigns

Ready to dive into social media marketing? Here are essential tips to kickstart your campaigns and ensure maximum impact:

  1. Create Diverse Content: Post regularly and offer valuable information, including how-tos, local news, data, polls, and updates. Utilize various formats like images, videos, stories, live streams, and online stores.
  2. Stay Consistent: Maintain a consistent brand identity across different social platforms. Your core values should shine through, regardless of the platform’s unique voice.
  3. Participate Actively: Social media is a community. Engage with your audience by responding to comments, liking, sharing, and running live streams or polls. Interact genuinely to foster connections.
  4. Utilize Content Creation Tools: Enhance your visuals with tools like Freepik and Canva, ensuring professional, branded content that stands out in crowded feeds.
  5. Repurpose, Repost, Recycle: Maximize content by repurposing it for different platforms. Repost user-generated content in moderation and recycle your best content across platforms.
  6. Curate Your Feed: Follow competitors, influencers, and brands to gain insights, adapt strategies, and find inspiration for your own content.
  7. Measure Success with Analytics: Utilize tools like Google Analytics and platform-specific analytics to track the effectiveness of your strategies. Attach tracking tags to campaigns for comprehensive monitoring.
  8. Explore Paid Social: Leverage paid social media advertising for cost-effective reach. Platforms like Facebook, Pinterest, and Instagram offer precise targeting options to reach your ideal audience at a low cost.

By implementing these strategies, your social media marketing efforts are poised for success, ensuring a strong online presence and meaningful engagement with your audience.

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