What is social media marketing?

Social media marketing has long been an essential part of brand communications. But in a world where social media trends and platforms are changing every second—what does success on social look like today?

Amidst the talk of TikTok bans, cage fights between Elon Musk and Mark Zuckerberg, Twitter’s rebranding to the mysterious ‘X’, and more—it can be tough to keep up with the latest in social media.

Luckily, Praytell’s Digital Team is here to guide you.

To help you navigate one of the most turbulent eras for social media, we’ve put together a mini handbook for succeeding on social today. We’ll walk you through some social media basics, the essential elements of a successful social media marketing strategy, and the latest social media trends to watch.

Let’s dive in!

How do you define social media marketing?

Social media marketing is exactly what it sounds like: using social media to drive sales and/or awareness about a product, service, or brand. It can also help brands deepen their relationship with their audiences, as it enables direct communication with customers.

Today, the most popular platforms for this kind of marketing include Facebook, Instagram, X (formerly Twitter), LinkedIn, Pinterest, and TikTok, as well as emerging players like Mastodon, Bluesky, and Counter.Social. Especially as users respond to controversial changes at X, we’re seeing new alternatives pop up all the time.

Overall, we think about social media marketing as a brand’s most direct and informal method of communication. It’s like having an informal conversation with people online to not only help them understand what your brand has to offer, but also build relationships in the long-term.

What’s the key to social media marketing today?

A general definition of social media marketing is a good starting point. But in an ever shifting landscape, what really matters is knowing how to cut through the noise in this specific moment.

From firsthand experience working with brands across industries, here are the top four things we think your brand needs to know about the state of social right now:

• Brand voice matters: It’s crowded out there! A bland voice on social won’t generate the engagement you crave. Your brand voice should be a unique, consistent thread that runs through all your posts and interactions, making your brand feel reliable and relatable.

• Social is a playground, not a classroom: Every post is an opportunity to learn more about your audience and hone your approach. Play, experiment, and relish the process of uncovering what resonates best with your followers. It's through these experiences that you'll uncover what kind of content really sparks connection.

• Give the people what they want, not what you think they need: You can’t ask for likes and engagement unless you listen first. People want content that provides value such as entertainment, education, or experiences that are made for them. Use data and insights to deliver the content that your audiences are looking for.

• People see through hollow efforts. Be honest about what you ‘fight’ for: In today's world, it's not just about talking the talk. People gravitate toward brands who stand up for something meaningful, and prove their commitment through their actions. If you want to make bold claims on social media, be ready to follow through.

How do you create a successful social media marketing strategy?

So, now you have the lay of the land of social media today—how can your brand start to make its mark?

Success on social media doesn’t happen by accident. It’s all about having a robust strategy behind every TikTok video, Instagram reel, and Facebook post. (Yes, even when a post seems completely spontaneous!) The best brands are always working from an established playbook that guides what cultural moments they respond to, how often, and in what kind of tone.

If you’re looking to kick off a social media marketing strategy for your brand—or even uplevel your current one—here are our top tips for a winning approach:‍

Craft content specific to audiences and where they spend their time. ‍

Crafting posts specific to platform behaviors can help to drive engagement, awareness and share of voice. Use data and analytics to understand what kind of posts your users engage with most on each platform, and develop your content accordingly.

Blend education and entertainment (edu-tainment!)‍

Entertaining posts can spark the interest of audiences when scrolling through their feed. Pair that with some valuable information, and you’ll offer tangible value that keeps them coming back.

Amplify with paid media to help broaden your reach to a target audience.

Paid amplification is a must. It's not just about promoting content: it's about delivering your message to the right people at the right time. Paid is essential to cutting through the noise and winning the hearts of new followers.

Optimize content to be algorithm-friendly.

Algorithms don’t have to be the enemy. You just have to craft your content to play them effectively. For example, go heavy on eye-catching, visually attractive content. Movement is a great way to grab attention, and most channels’ algorithms prioritize video.

Real and authentic resonates more than glossy and polished.

Gone are the days when only the most pristine and professional Instagram posts would move the needle. More than ever, people want to see authentic content that speaks to them on a human level. Always remember that when developing your content.

Measure, measure measure!

Measuring the performance of all your content is absolutely essential to your success on social media. Posting without assessing impact is like making a meal and never eating it! With consistent measurement, you’ll be able to find patterns in what’s working and what’s not—and amplify your engagement to new heights.

So there you have it! You’re well on your way to being a social media marketing pro.

Remember that the guidelines above are just a starting point. Creating a successful social media marketing strategy for your brand will come from testing, learning, optimizing and listening deeply to your audiences.

Above all, lead with a sense of play and curiosity, and you can’t go wrong!

Make your brand stand out on social. Reach out to us at hello@praytellagency.com.