What is Social Media Marketing: How it Works & Examples

Social media marketing (SMM) can be a great way for businesses to reach new customers and increase awareness of their brand. If you don’t already have active accounts on sites like Facebook and Instagram, then there’s probably a large segment of your target market that isn’t even aware of who you are. And even if people are aware of your business, if they can’t find any trace of you on social media then it can be very damaging to your reputation. 

In this article, we will answer questions including “What is social media marketing?”, “What are the benefits?”, and “How can I create my own social media marketing strategy?”. We will also explore a few real-life examples of successful social media marketing campaigns to inspire you and help you create your own strategy for success.

What is Social Media Marketing?

Before we look at the benefits of this strategy, let’s start with the basics: what is social media marketing?

Social media marketing is a form of digital marketing where you use social media platforms like Facebook, Instagram and TikTok to promote a brand, product or service. At its core, it’s about creating engaging content that grabs the attention of online users, sparks interaction, and helps you build a connection with your target audience. Done well, it can help your business grow by increasing brand awareness, fostering a sense of community, and turning casual followers into loyal customers.

It’s not just about engaging your audience, though. Social media marketing is also focused on getting results, like bringing more people to your website, generating leads, or increasing sales. The best platforms for your business will depend on your audience and industry, but Facebook, Instagram, LinkedIn, TikTok,Twitch and YouTube are often the most effective options.

Finally, a big part of social media marketing is using analytics to see how things are going. These tools show you things like how many people are seeing your posts, how they are interacting with your content, and whether your efforts are leading to clicks, leads or sales. This information helps you figure out what’s working and what needs to change so you can keep improving. 

Key Components of Social Media Marketing

Social media marketing is built on a few key components that help businesses connect with their audience and achieve their goals. Whether you want to expand your reach, build a community, or drive traffic to your website, these components work together to create an effective and well-rounded strategy. Let’s break them down:

• Strategy. Everything starts with a clear strategy. Think about your goals and what you want to achieve with social media. Are you trying to grow your audience, increase sales, or improve engagement? It is also important to understand your audience. Who are they, what do they like, and where do they spend their time online? With this information, you can choose the platforms that fit your needs and decide what kind of content will appeal to them, whether it is entertaining, educational or a mix of both. If it fits your goals, you might also consider working with influencers to expand your reach.
• Planning and publishing. Once you know what kind of content you want to create, you need to plan when and how you are going to share it. Posting consistently is important to stay visible and engaged with your audience. Try a variety of formats, like photos, videos, stories, or live streams, and see what your audience enjoys the most. Experiment with the timing and frequency of your posts to find out what works best for them.
• Listening and engagement. Social media is all about building relationships. Pay attention to what people are saying about your brand, whether they comment, share, or message you directly. Respond to their feedback, answer their questions, and thank them for their support. Engaging with your audience in a genuine way helps build trust and creates a loyal community around your brand.
• Analytics and reporting. It’s important to track your results to determine if your social media marketing efforts are paying off. Look at things like how many people see your posts, how much they interact with your content, and whether those interactions lead to clicks, leads, or sales. Use this information to improve your approach and focus on what is working best. Analytics are a powerful tool to help you refine your strategy over time.
• Advertising. Finally, paid advertising is a great way to reach more people and see faster results. You can also work with influencers who have loyal followers and can help introduce your brand in a more personal, trusted way. Combining targeted ads with influencer partnerships is a powerful way to boost your reach and build brand awareness.

op Social Media Platforms and How to Leverage Them

Social media marketing isn’t one-size-fits-all. Each platform has its own strengths, features, and audience, so figuring out where your target audience spends their time is key. A 2024 global survey of marketers helps highlight these differences. Facebook is still the most popular choice, with 86% of marketers using it for campaigns aimed at a broad audience. Instagram comes in second at 79%, loved for its visual appeal and creativity. LinkedIn, used by 65% of marketers, is the go-to platform for professional networking, while YouTube, at 59%, dominates when it comes to video and educational content. These statistics underline the value of being strategic about where you invest your time and effort in social media marketing.

With this in mind, let’s explore what makes each platform unique to help you determine which might work best for your social media marketing campaigns.

Facebook

With over 3.049 billion monthly active users, Facebook is still the king of social media. It’s a great platform if you’re looking to reach a broad audience, especially adults aged 25–54. Facebook works well for sharing everything from news updates to videos and running highly targeted ad campaigns. It’s perfect for both small businesses trying to build local awareness and larger brands looking to connect with a global audience.

Example in action: Brazilian comedian and musician Whindersson Nunes is a prominent influencer on Facebook, with over 58.6 million followers. Known for his relatable skits and humorous impersonations, Nunes effectively uses the platform to engage audiences, build his brand, and amplify his creative projects. His success highlights how Facebook can be leveraged to connect deeply with a diverse and widespread audience.

Strategies for building your brand on Facebook:

• Mix it up: Share posts, photos, videos, and live streams to keep your audience engaged.
• Go local: Use Facebook Groups or events to connect with your community.
• Invest in ads: Target your audience based on age, location, and interests for better results.

Pro tip: Use Facebook’s Audience Insights to learn about your followers’ preferences and fine-tune your content.

Instagram

Instagram is home to over 2 billion active users, with Millennials and Gen Z making up most of its audience. This platform is all about visuals, so it’s ideal for brands in industries like fashion, food, travel, or lifestyle. If your business thrives on creativity and storytelling, Instagram is a must.

Example in Action: Chiara Ferragni is a renowned fashion influencer and entrepreneur with a substantial Instagram following. She has collaborated with major fashion brands and launched her own successful ventures, exemplifying how to leverage Instagram's visual platform to build a personal brand and engage a global audience.

Strategies for building your brand on Instagram:

• Focus on visuals: Post eye-catching photos, Reels, and Stories to grab attention.
• Engage directly: Use polls, Q&A stickers, and direct messages to connect with your audience.
• Partner up: Collaborate with influencers to tap into their loyal followers.

Pro tip: Post consistently and at peak times when your audience is online to maximize engagement.

LinkedIn

LinkedIn isn’t just for job hunters; it’s the go-to platform for businesses targeting professionals and decision-makers. With over 1 billion members, it’s ideal for B2B marketing, networking, and building authority in your industry. LinkedIn’s audience leans toward an older demographic, with most users aged 25 to 54, making it an excellent platform for connecting with experienced professionals and industry leaders. 

Example in Action: Neil Patel is a renowned digital marketing specialist and co-founder of Neil Patel Digital. With over 700,200 followers on LinkedIn, he shares valuable insights on SEO, content marketing, and business growth strategies. His engaging content and thought leadership have established him as a top influencer in the digital marketing space.

Strategies for building your brand on LinkedIn:

• Post thought-leadership content: Share articles, insights, and tips to establish credibility.
• Network: Connect with people in your industry and join relevant LinkedIn Groups.
• Run targeted ads: Use LinkedIn’s tools to reach specific industries, job roles, or company sizes.

Pro tip: Optimize your company page with a strong About section and a professional-looking banner.

YouTube

With over 2.7 billion monthly active users, YouTube is the second largest search engine after Google. It’s perfect for sharing long-form videos like tutorials, product reviews, and behind-the-scenes content. YouTube is great for building trust and educating your audience, making it a favorite for brands in tech, education, and entertainment.

Example in Action: Marques Brownlee, known as MKBHD, is a prominent tech influencer on YouTube with over 19 million subscribers. He provides in-depth reviews of the latest gadgets, smartphones, and tech accessories. His engaging and informative content has established him as a trusted authority in the tech community, exemplifying how YouTube can be leveraged to build credibility and connect with a dedicated audience.

Strategies for building your brand on YouTube:

• Teach and entertain: Create helpful videos like how-tos or entertaining behind-the-scenes clips.
• Make it searchable: Use keywords in your video titles, descriptions, and tags to boost your visibility.
• Encourage action: Add clear calls-to-action in your videos, like asking viewers to subscribe or check out your website.

Pro tip: Organize your videos into playlists to keep viewers binge-watching your content.

TikTok

TikTok has exploded in popularity, with an estimated 1.69 billion monthly active users spending an average of 58 minutes per day on the app. It’s the go-to platform for younger audiences, especially Gen Z, who make up 60% of users. TikTok thrives on short, engaging videos and creative trends, making it perfect for brands that want to have fun and show personality.

Example in Action:

One of the most prominent influencers on TikTok is Khaby Lame, who has amassed over 162 million followers. Khaby is renowned for his humorous and straightforward reaction videos, where he simplifies overly complicated life hacks without saying a word. His universal appeal and expressive gestures have made him a global sensation, leading to collaborations with major brands seeking to leverage his massive reach and relatable content style.

Strategies for building your brand on TikTok:

• Be creative: Join trending challenges and create fun, authentic content that resonates with your audience.
• Work with influencers: Collaborate with TikTok creators who align with your brand to reach their followers.
• Post consistently: The more you post, the better your chances of showing up on users’ For You pages.

Pro tip: Keep your videos short and snappy, and use trending sounds to increase visibility.

How to Build a Social Media Marketing Strategy

Now that you understand the strengths of different social media platforms, it’s time to put a plan together. A solid social media marketing strategy helps you stay focused, connect with your audience, and achieve your business goals. Here’s a simple, step-by-step guide to help you get started.

Define Your Goals

Start by figuring out what you want to achieve. Do you want to grow your audience, drive traffic to your website, generate leads, or boost sales? Be specific. For example, instead of just “getting more followers,” aim for something like “increasing Instagram followers by 20% in three months.” According to HubSpot, marketers who set specific goals are 376% more likely to report success. Clear goals give you something to work toward and measure progress against.

Understand Your Audience

You can’t create engaging content if you don’t know who you’re speaking to. Think about your ideal customer. How old are they, what do they care about, and what kind of content grabs their attention? Use tools like social media analytics, surveys, or even conversations with current customers to get a clearer picture. For example, if you’re targeting Gen Z, note that 35% of this demographic spends at least 2 hours daily on social media. The better you know your audience, the more likely you are to create content that resonates with them.

Choose the Right Platforms

You don’t need to be on every platform. Focus on the ones where your audience spends most of their time and where your content will perform best. If you’re targeting professionals, LinkedIn might be your best bet. If you’re in fashion, Instagram is a great choice, where brands see an average engagement rate of 1.16% per post—higher than most other platforms. Managing one or two platforms well is better than juggling too many and not doing any of them effectively.

Plan Your Content

Think about the kind of content that will catch your audience’s attention. Will it educate, entertain, or inspire them? Decide on the formats you’ll use, whether it’s photos, videos, blog links, or live streams. Make sure your content reflects your brand’s personality and offers value to your audience. A good mix of content types, like how-tos, behind-the-scenes looks, and product features, keeps things fresh and interesting.

Create a Posting Schedule

Consistency helps build trust and keeps your audience engaged. Use a content calendar to plan your posts in advance. Think about how often you’ll post and at what times your audience is most active. For instance, a study from Social Pilot shows that the best time to post on Instagram is between 7 a.m. and 9 a.m. on weekdays. Research platform-specific best practices for posting frequency, but also pay attention to what works best for your audience. A schedule helps you stay organized and prevents last-minute scrambling.

Engage with Your Audience

Social media isn’t just about broadcasting your message; it’s about starting conversations. Reply to comments, answer questions, and thank people who engage with your content. For example, Wendy’s Twitter strategy is famous for witty and fast replies, which has helped them build a loyal fanbase of over 3.7 million followers. Showing your audience that you’re listening builds trust and makes them feel valued. Engagement is key to creating a loyal community that supports your brand.

Monitor and Analyze

Keep track of how your content is performing by using analytics tools. Look at metrics like engagement rates, reach, clicks, and conversions. Pay attention to patterns. Which posts get the most attention? What times or days seem to work best? Use this data to fine-tune your social media marketing strategy and double down on what’s working. Regular analysis helps you stay on track and improve over time.

Experiment and Adapt

Finally, social media changes constantly, so it’s important to stay flexible. Try out new formats, explore features like Reels or Stories, and participate in trends that fit your brand. Chipotle, for example, experimented with TikTok challenges like #GuacDance, which resulted in 800,000 burritos sold in a single day. Experimenting allows you to discover fresh ideas and reach your audience in new ways. If something doesn’t work, learn from it and try again. Adaptability is one of the most valuable skills in social media marketing.

Benefits of a Strong Social Media Marketing Strategy

Let’s take a look now at a few examples of how implementing a social media strategy in your business can benefit your brand. 

Humanize Your Business

Maintaining an active presence on social media can help you humanize your brand. It gives you a degree of social proof that helps you build consumer trust. This, in turn, helps your business seem more approachable and makes it easier for your target market to relate to your brand and form meaningful connections.

Drive Traffic

The right social media marketing strategy can help you drive more traffic to your website, especially if you invest in influencers or paid targeted advertising. Plus, the more active you are on social media, the better your website will rank in terms of SEO.

Generate Leads

By driving more traffic to your website through social media marketing, you are far more likely to generate leads and conversions. This is especially true if you open an Instagram or Facebook shop or include call-to-action buttons on your profile pages.

Increase Brand Awareness

Promoting your business through social media marketing is also a highly effective way of increasing brand visibility and awareness and reaching a larger audience. Basically, the more people you reach, the more sales you are likely to achieve (provided you share the right message). 

Build Relationships

Finally, and arguably most importantly, social media marketing can help you build meaningful relationships with your target market. It opens a direct line of communication with your customers and prospects so that they can reach out to you whenever needed. It’s also a great way to collect valuable customer feedback about your brand and your products or services. And this is exactly what you need in order to develop an evolving strategy that helps your business keep up with changing market trends. 

Real-World Examples of Successful Social Media Campaigns

To wrap up, let's look at some standout social media marketing campaigns that have made waves recently. These examples showcase how a creative strategy can lead to impressive results.

Airbnb’s #PollyPocket Campaign

Airbnb teamed up with Mattel to promote Polly Pocket’s 35th anniversary in a way that captured attention across social media. They built a life-sized version of the iconic compact playset in Massachusetts and listed it as a unique, bookable stay on Airbnb. The campaign leaned heavily on nostalgia, a powerful tool in social media marketing, encouraging fans to relive their childhoods. Vibrant imagery of the property was shared across Instagram, Twitter, and TikTok, generating organic buzz as users eagerly posted their excitement. 

Essentially, Airbnb’s strategy tapped into cultural relevance, while Mattel leveraged the platform’s global reach to bring Polly Pocket back into the spotlight.

Krispy Kreme's Barbie Campaign

To celebrate Barbie’s 65th anniversary, Krispy Kreme released a limited-edition line of Barbie-themed doughnuts with bright pink icing and fun, playful designs. The campaign couldn’t have been better timed, as it rode the wave of excitement surrounding Barbie’s milestone birthday and the buzz around the Barbie movie. The colorful doughnuts were a hit on social media, where Krispy Kreme encouraged customers to share their photos and videos. By reposting fan content on Instagram and TikTok, they turned their customers into part of the campaign, creating even more excitement and visibility.

To make the campaign more engaging, Krispy Kreme shared Instagram polls on Instagram where fans could vote on their favorite doughnut designs. This interactive element got followers involved and gave them a sense of connection to the campaign. By tapping into the cultural phenomenon of Barbie and creating opportunities for fan participation, Krispy Kreme created a fun and memorable experience that helped boost engagement and brand visibility.

Kiehl’s #DontRebuyJustRefill Campaign

Finally, Kiehl’s launched the #DontRebuyJustRefill campaign on social media last year to promote their refillable product lines and raise awareness about reducing single-use plastic waste. Using Instagram and TikTok, they shared a mix of informational posts and videos that combined sustainability tips with product promotion. This approach allowed Kiehl’s to educate customers while highlighting the benefits of their refillable products.

To make the message even more relatable, Kiehl’s partnered with eco-conscious influencers, including environmental artist and activist Benjamin Von Wong. He created powerful visual campaigns like the “Single-Use Reflections” installation on New York City's High Line, which brought the issue of single-use plastics to life. Alongside Von Wong, Kiehl’s collaborated with a number of other influencers who shared their personal refill routines on social media. These everyday, relatable moments helped normalize the behavior and inspired their followers to make more sustainable choices.