Social Media Marketing: The Ultimate Guide

Discover how social media marketing can help you generate leads, boost conversions, and increase brand awareness.

When it comes to social media, marketers' top goals are advertising their products/services and increasing their brand awareness.

However, many brands struggle with creating engaging content and reaching their target audience. With social media playing such an important role at the top of the funnel, let's dive into all things social media marketing – what it is, its benefits, and how to actuallybuild a social media marketing strategy that'll work for your specific business.

Social media marketing is all about meeting your target audience and customers where they are and as they socially interact with each other and your brand.

While social media marketing as a whole is incredibly valuable and beneficial to your business growth (as you'll see in the following section), your strategy will differ based on which social networks your audience spends their time on.

Before we dig deeper into social media marketing, let's segment the strategy by platform.

Social Media Marketing Platforms-Facebook
Users:  2.3 billion daily active users worldwide
Audience: An even spread of Generation X and Millennials
Industry impact: B2C
Best for: Brand awareness; advertising
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.

TikTok
Users: 1 billion active monthly global users
Audience: Primarily Gen Z followed by Millennials
Industry impact: B2B and B2C
Best 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.

Instagram
Users: 2.3 billion monthly active users
Audience: Primarily Millennials
Industry impact: B2C
Best 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.

Twitter
Users: 211 million daily active users worldwide
Audience: Primarily Millennials
Industry impact: B2B and B2C
Best for: Public relations; customer service; community building
While Instagram focuses on visuals, Twitter focuses on words. Since the early days of 140-character Tweets, the platform has now expanded to include an audio tool called Twitter Spaces, a community-building tool called Twitter Communities, and Twitter Moments to share interesting content with your followers.

LinkedIn
Users: 774 million active users worldwide
Audience: Baby boomers, Generation X, and Millennials
Industry impact: B2B
Best 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.

YouTube
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 B2B
Best for: Brand awareness; long-form entertainment, and how-to videos
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.

Learn more and sign up for the Social Media Marketing Professional Certificate from Meta today.

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