How To Run a Social Media Campaign That Builds Your Brand (2024)

If you’ve heard it once, you’ve heard it a thousand times: Advertisers need to reach people where they spend the most time. In today’s digital age, that increasingly means social media platforms. Ads on Facebook, Instagram, TikTok, X, and LinkedIn reach people of all ages, nationalities, and income brackets. What’s more, the platforms’ targeting tools help you reach the exact types of people whom you regard as prospective customers.

Strategic social media campaigns can build brand awareness and drive real results, from boosting sales to fostering customer loyalty. But the key word here is strategic. Cast too wide of a net and you may not end up with much of anything.

Here’s an overview of advertising on social media, including a step-by-step guide to launching an effective social media campaign of your own.

What is a social media campaign?

A social media campaign is a coordinated marketing effort to promote a specific message, product, or service across various social media platforms, using strategic content creation and engagement techniques. Social media marketing campaigns exist to achieve defined business goals, such as increasing brand awareness, driving website traffic, or generating sales leads.

Campaigns can include organic content (the free content you create and post on your social media accounts), paid content (ads you pay the social media platform to show your target audience), or both.

Social media campaigns exist in concert with other marketing efforts such as television commercials, pay-per-click (PPC) ads, radio and podcast ads, and word-of-mouth campaigns. Yet given the popularity of the world’s major social networks—more than five billion people use social media—social media marketing efforts often play an outsized role in a company’s outreach.

Social media marketing tactics

Successful social media campaigns include some or all of the following tactics:

• Text posts. Sharing a blog post on your social media channels can inform your target audience about industry trends, raise awareness of upcoming products, and entertain your social network with humor or personality.

• Graphics, images, and memes. Visual social posts communicate what plain text can’t. For example, a beauty brand is better off posting a photo of its eye shadow on a model than simply describing it.

• Video content. The platform will dictate the format of the video you post; for example, videos posted as Instagram Stories should be less than one minute long, with a vertical orientation.

• Influencer marketing. Influencers are people who’ve built up engaged followings on social media and charge money to promote products and services.

Benefits of a social media campaign

A social marketing strategy can benefit your business in the following ways:

Brand awareness

A successful social media campaign can reach a vast audience quickly and effectively, increasing your brand’s visibility and attracting more followers. Over time, this expanded reach helps you build a strong brand presence online.

Customer engagement

Social media platforms facilitate direct interaction with existing customers. Campaigns encouraging likes, comments, and shares help you build a community around your brand. 

Targeting

Social platforms like Facebook, Instagram, and LinkedIn offer sophisticated targeting options that deliver your ads to people with specific demographics, interests, and behaviors. Unlike traditional tactics, such as print ads or billboards, where it’s difficult to know how many people saw your ad, social media analytics tools allow you to measure your campaign’s success down to individual clicks.

Cost-effectiveness

Tracking and measuring real-time campaign performance allows for adjustments and optimizations. For example, suppose your ad on X isn’t generating as many clicks to your ecommerce store as your Instagram ad. In that case, you can quickly reallocate your spending to the Instagram ad, improving your campaign’s return on investment (ROI).

Brand authority

Consistently sharing high-quality social media content and engaging with followers helps establish your brand as an authority. By using social accounts to share valuable information, respond to queries, and showcase expertise, you can build trust and credibility with your audience—and ideally more sales.

How to implement a successful social media campaign

1. Define your goals
2. Identify your target audience
3. Choose the appropriate social platforms
4. Develop a campaign content strategy
5. Set up a content calendar
6. Engage with your audience
7. Try paid posts
8. Analyze campaign performance
9. Adjust and optimize

Implementing a successful social media campaign involves careful planning, execution, and analysis. Each campaign will vary depending on your goals, but here are nine essential steps to get you started:

1. Define your goals

Clearly outline your social media campaign goals, such as increasing brand awareness, driving website traffic, generating leads, or boosting sales. These objectives will guide your social media strategy and ensure alignment with your business objectives and brand’s mission.

2. Identify your target audience

Determine who you want to reach with your campaign. Use analytics tools like Google Analytics to understand the different demographics, interests, and behaviors of people most likely to engage with your brand. This information helps you create campaigns that resonate with the right people.

For example, you might want to target iPhone users with ads for a fitness app and people who live in Texas with ads for cowboy boots.

3. Choose the appropriate social platforms

Select the social media platform best aligned with your social media campaign goals and target audience.

Each platform has unique strengths. For example, Instagram is great for visual content and reaching a broader audience, while LinkedIn is ideal for business-to-business (B2B) marketing. Look at social media campaign examples from other brands to inform your choices or consider what each platform is best suited for:

• TikTok. Its advanced algorithm helps you connect with niche audiences through behind-the-scenes videos, educational tutorials, and short clips that showcase your brand personality.

• X. The text-based platform is ideal for polling prospective customers, fielding customer service inquiries, and engaging with trends.

• Facebook. The community-based platform is great for brick-and-mortar stores looking to broadcast positive reviews and engage with local communities.

• Instagram. The visual-centered platform can help brands with a polished aesthetic sell products directly through the app.

4. Develop a campaign content strategy

Plan the types of content you will create and share during the campaign. This includes videos, images, blog posts, and other media that will engage your audience. Ensure your campaign content is relevant, valuable, and aligned with your brand values.

National Geographic, for instance, often posts stunning photographs to encourage print and digital subscriptions. Meanwhile, Guitar Center posts videos of people playing a diverse range of instruments to entice them to stop by the store.

Learn more: 8 Steps To Create a Winning Content Strategy

5. Set up a content calendar

Organize your content into a calendar to ensure consistent posting and optimal timing. Social media scheduling helps maintain a steady flow of content and keeps your audience engaged throughout the campaign. Aim to post at least a few times a week so your campaign has a chance to gain traction.

Use a social media management tool like Sprout Social or Hootsuite to streamline the process and boost productivity.

6. Engage with your audience

Actively interact with your followers by responding to comments, messages, and mentions. Engaging with your audience fosters a sense of community and builds stronger relationships, ideally enhancing your brand’s credibility and authority.

Social listening tools like Brand24 and Meltwater offer valuable insights about how people perceive your brand online—whether or not they’re communicating with you directly. Use this information to better understand your customer base and plot future campaigns.

7. Try paid posts

Paid social media advertising can extend your reach beyond your following and target specific audience segments. Platforms like Facebook Ads and Instagram Ads offer advanced targeting options to ensure your campaign reaches the right people.

Start with a small portion of your overall advertising budget and expand your spending as you analyze the performance of your campaigns.

8. Analyze campaign performance

Regularly track performance metrics such as impressions (how many people saw your ad) and click-throughs (how many people clicked on your ad). Use tools like Google Analytics and other social media management tools to gain insights into what’s working and what isn’t. For a broader view, conduct a competitive analysis and compare your results with industry benchmarks.

9. Adjust and optimize

Based on your performance analysis, make necessary adjustments to your campaign. This might include tweaking your content strategy, narrowing your target audience, using more relevant hashtags, or reallocating your budget to the best-performing social platforms. Continuous optimization ensures your campaign remains effective and achieves maximum engagement.