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A staggering 42% of the world’s population use social media, and that’s why Social Media Marketing (SMM) is so popular and successful – it puts nearly half the world right at your fingertips. Whether spreading brand awareness, running ad campaigns, sharing or connecting with people,  SMM provides a huge opportunity for brands.  When considering that over half of online users will research brands on social media before a purchase 1, and 80% of Instagram users follow a business profile, and 200 million Instagrammers actively visit business profiles every day2, audiences are certainly accessible on a vast scale. The key insight from this is that for brands, SMM should be a central part of their strategy, and potentially provides a larger, yet more targeted audience than traditional advertising.

So, we know social media is a good place to be, but why? Here are the answers to some of your questions about Social Media Marketing:

What is Social Media Marketing?

In a nutshell, it is the process of using popular sites such as Instagram, Facebook, LinkedIn and Twitter to direct inbound traffic to a business’ website, to generate sales, or to just increase brand awareness. In today’s market, SMM is incredibly developed in measurability, with the tools available to track such small details like reach, engagement, link clicks and impressions, with in-depth audience analytics – to help completely breakdown the throughput and ROI SMM provides. Dutch Airline KLM provides a perfect case study for this – explaining how its click attribution model tracked a total of €25m in sales from social media.3

Why do you need a Social Media Marketing strategy?

A SMM strategy provides the bigger picture, and helps you to establish exactly what you want to gain from using social media as a marketing tool. Having established your goals – be that brand awareness, inbound website traffic or lead conversion, you just need to work out a clear content strategy across the platforms. This shouldn’t necessarily mean posting all of your brand content on all your social platforms, because every platform and every audience is different. The upside to this, is that it provides so many options for targeted brand communications.

Working out what platforms are best for you is the first step, depending on who your target audience is and what kind of content you are most likely going to create. If your brand is very visual or has a physical product to show off, then imagery and video content are likely to be a top priority – and Instagram would be a great shout for you. If you’re also a business that focuses on B2B work (business to business) then LinkedIn is ideal to reach your target audiences. Finding the right blend of platforms to combine in your marketing strategy, to best achieve your SMM goals is key – and different social platforms will be better for different goals. For example, for brands looking to employ influencer marketing, 75% of social media influencers believe that Instagram is the best avenue for influencer marketing strategies4, whereas, for B2B brands, 79% of B2B marketers use LinkedIn as an effective source for generating leads5. Whatever your goals, there is no doubt that a solid social media strategy will increase your brand awareness – About 90% of marketers noticed their social marketing efforts increased exposure.4

Once you have established your goals, audiences, and platforms, working out exactly how the content should be formatted comes next – it’s all in the details, you need a hook, to engage social media users, to ensure the results you want are achieved. This is where visual content is king – 80% of marketers use visual assets in their social media marketing. Video (63%), alone, has also surpassed blogging (60%) in usage as a social media marketing asset6 – read on to find out why.

Why video content is a key for Social Media Marketing

As said above, using images and video – especially for a visual or complicated brand – should be top priority to help brands stand out and be noticed. According to a 2018 study, video content is the number one content type audiences want to see on social, and 93% of businesses gain a new customer due to a video posted on social media7. With over 70% of US businesses now choosing Instagram to market themselves (the image and video sharing based social media platform, overtook Twitter for business accounts in 2017)2, content needs to be valuable, engaging, and fresh, for the millions of people scrolling by.

Should my business be using Social Media Marketing?

Absolutely! Social media is not limited to a certain type of business – no matter what you do, what really matters is the quality of your content, and how informative it is for your audiences – after all, whoever your target audience, they are likely to be one of the 3.48 billion5 active social media users in 2019!

At Salamandra we can help you create engaging, stand out static or animated content for your social media marketing – get in touch, for a free consultation on your social content strategy!


1 GlobalWebIndex, 2018
2 Sprout Social, 2019
3 Ecoconsultancy, 2014
4 Ignite Visibility, 2018
5 Hootsuite
6 Social Media Examiner, 2018
7 Animoto, 2018