This is a topic I've been nerding out on for decades! Some aspects have changed, yet there's still many core truths that remain in both marketing (and sales). Note: I've underlined, highlighted in green and made certain areas bold in all of my blogs for my fellow ADHDers that struggle reading line for line at times.
Skim if you must, but do come back with your favorite snack for a deep dive. Wouldn't want you to miss any hidden gems!
In today’s digital landscape, social media marketing isn’t just about posting pretty pictures and hoping for the best. (I've tried that, doesn't work lol) With 63.9% of the world’s population using social media and spending an average of 2 hours and 21 minutes daily on these platforms, your brand needs a strategic approach that cuts through the noise and creates genuine connections.
As someone who’s helped 100's of brands navigate the ever-evolving social media world, I’ve seen firsthand how the right strategy can transform a business’s online presence.
Whether you’re a startup looking to build awareness or an established company wanting to deepen customer relationships, these best practices will help you create social media marketing that makes a difference, in both your profits and also to the world as a whole as you create much needed value.
Why Social Media Marketing Matters More Than Ever
The numbers speak for themselves: 5.42 billion total social media users worldwide represent an unprecedented opportunity to reach your ideal customers. But here’s what many businesses miss, it’s not about reaching everyone; it’s about reaching the right people with the right message at the right time.
The Modern Social Media Reality:
• Social media advertising spend is projected to reach $276.7 billion in 2025
• The average person uses 6.83 different social networks per month
• 93% of marketers report they’ll spend more time on social marketing in 2025
This increased investment reflects a fundamental shift: social media has evolved from a “nice-to-have” to a business-critical channel. The brands that understand this are the ones that will thrive
The Foundation: Strategy Before Tactics
Start with Purpose, Not Platforms
Before diving into content creation, you need clarity on what you’re trying to achieve. Many brands fall into the trap of posting just for the sake of filling up a content calendar, but truly effective social media efforts start with clear goals.
Your social media strategy should answer three fundamental questions:
1. What business objective are you supporting?
2. Who exactly are you trying to reach?
3. How will you measure success?
Know Your Audience Inside and Out
Understanding your audience goes beyond basic demographics. If you plan on doing lead generation through social media, start by researching your audience; try to find out more than the basic information that defines them. What are their pain points? Where do they spend their time online? What type of content do they engage with most?
This deep audience understanding informs everything from platform selection to content themes to posting times.
Content That Connects: The 80/20 Rule for Authentic Engagement
Balance Value with Promotion
One of the biggest mistakes I see brands make is being overly promotional. 34% of survey respondents said that “overly self-promotional content” is a major turn-off in how they perceive brands on social. The solution? Follow the 80/20 rule: 80% of your posts should inform, educate, or entertain your audience, while only 20% should directly promote your products or services.
Content Categories That Work:
1. Educate and Inform: Share industry insights, tips, and thought leadership content (I'm a born teacher so this has always resonated with me)
2. Entertain and Engage: Behind-the-scenes content, trending topics, and humor (my favorite :D )
3. Promote and Convert: Product highlights and customer success stories
The Power of Authenticity
When consumers rank the most and least important traits of brand content, they rank authenticity, relatability and entertainment first. This means
ditching overly polished, corporate-speak content in favor of genuine, human communication.Consider how your brand voice can be more conversational and approachable. Be conversational: Use natural language and contractions, avoid sounding robotic or overly scripted. (
I was able to write for Forbes in conversational speech. I remember being shocked that they loved my style. I really felt like an english professor would get sick to their stomach over it! Evidently Forbes didn't care.)
(Part of what I do in AI for clients and teach them how to humanize it otherwise your time saving efforts using AI will cost you clients. Don't skimp on the humanity of it all.)
Platform-Specific Best Practices
Video content continues to be popular, with 78% of people preferring to learn about new products through short video content. Whether it’s TikTok, Instagram Reels, or YouTube Shorts, short-form video should be a cornerstone of your content strategy.
Posts with visual content receive 10x more engagement than text-only posts. But visual doesn’t just mean pretty pictures, it means strategic visual storytelling that aligns with your brand message and audience needs.
Engagement: The Two-Way Conversation
Respond and Connect
Consumers expect responsiveness: 80% expect brands to reply on social within 24 hours. But responsiveness isn’t just about speed, it’s about quality. Reply to comments and direct messages with genuine interest, recognizing that you’re interacting with real people.
Join the Broader Conversation
Don’t just wait for people to come to you. Beyond merely replying to mentions, try joining broader conversations relevant to your industry. I do this in a lot of AI groups and a group for entrepreneurs in utah called "Connect Utah" that I love!
This proactive approach helps build your brand’s presence in the spaces where your audience is already engaged.
Measurement and Optimization
Test, Learn, Adjust
No two social media marketing strategies are exactly the same, because each brand’s target audience behaves differently. What worked last month might not work this month, which is why continuous testing is crucial.
Key Testing Areas:
• Post timing: Try different times of day and days of the week
• Content formats: Experiment with videos, carousels, images, and polls
• Caption styles: Test different lengths, tones, and calls-to-action
Focus on Meaningful Metrics
While likes and follows feel good, focus on metrics that actually impact your business: engagement rates, website traffic, lead generation, and ultimately, conversions. Aka Close the deal! Money in the bank is how I know I've won
The Role of AI and Emerging Technologies
71% of social media marketers currently use AI tools, and 87% believe these tools are essential for a successful strategy. AI should enhance, not replace, human creativity and strategy.
Use AI for:
• Content ideation and brainstorming
• Caption writing and optimization
• Performance analysis and insights
• Scheduling and automation
Building Community, Not Just Followers
Quality Over Quantity
49% of consumers say the originality of content makes their favorite brands stand out on social. It’s not about having the most followers, it’s about having the right followers who are genuinely interested in what you offer.
Foster Genuine Connections
A best social media practice is to foster a sense of belonging and make followers feel heard and valued. I do this in my art group on facebook (Wynn VIP Tribe) I let them know I value them and I GIVE value to them like free mini art classes, VIP only promos, etc
Key Takeaways for Success:
1. Strategy First: Always start with clear objectives and deep audience understanding
2. Authentic Content: Prioritize genuine, valuable content over overly promotional material
3. Consistent Engagement: Be responsive, proactive, and human in your interactions
4. Continuous Optimization: Test regularly and adjust based on performance data
5. Platform Sophistication: Understand the unique characteristics and best practices of each platform
Remember, social media marketing isn’t about quick wins, it’s about building lasting relationships with your audience that drive real business results. When done right, it becomes one of your most powerful tools for growth, brand building, and customer connection.
Need help developing a comprehensive social media strategy that drives real results? Let’s connect and discuss how we can elevate your brand’s digital presence through strategic experience design and authentic marketing approaches. (My favorite!)
Data Sources Cited:
• Global WebIndex research showing 63.9% of world population uses social media with average daily usage of 2 hours 21 minutes (Smart Insights)
• 5.42 billion total social media users worldwide, with average person using 6.83 different social networks per month (Sprout Social)
• Social media advertising spend projected to reach $276.7 billion in 2025 (Sprout Social)
• 78% of people prefer learning about new products through short video content (Synup)
• 71% of social media marketers currently use AI tools (Hootesuite)
Victoria Wynn is an experience design consultant specializing in helping businesses discover and express their authentic brand voice through strategic branding, graphics, and marketing. Connect with Victoria to transform your potential energy into measurable business results.
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