Social Media Marketing 101: Your Guide to Getting Started

Promo Staff
By Promo Staff
February 7, 2022 · 47 min read

There’s no denying that Social Media is one of the most effective and accessible ways to market your business. Not only is it a space where small and medium-sized companies can compete alongside larger businesses on a relatively equal playing field, but social media platforms also provide all-in-one access to all demographics, giving businesses from all levels a chance to grow.

Whether you’re selling customized products, offering a service, or even an online course, there’s a great opportunity for you to get discovered and expand your reach. 

The secret in making social media marketing work for you depends on various factors such as the angle, approach, and platform you use.  Keep reading to find out how you can get your social media marketing game on and find out what platform works best for you! 

What is Social Media Marketing and Why Use it?

Social media marketing is the exposure of your brand or business on digital marketing channels, such as Facebook, Instagram, TikTok and YouTube. These platforms are utilized as marketing tools to highlight your offerings and brand voice.

It’s safe to say that social media users go on their favorite platform to engage with friends, check out content creators, follow brands, and read up on their favorite celebs. Essentially, an average person spends around 145 minutes on social media a day, according to a 2020 Statista survey

Apart from that, there are around 4.88 billion social media users worldwide; multiply that by 145 minutes, and you have yourself a pretty accurate picture of why investing in social media marketing will only do good for your business. 

Your Billboard Space on The Worlds Busiest Highway

Think of social media as the new version of a billboard ad space. Sure, it’s digitized, but the probability of getting your business (irrespective of size) seen and recognized is by far more efficient than advertising on a billboard for a bunch of cars to see your ad during peak time traffic. This is where your business comes into the equation; while users page through their newsfeeds, they get exposed to your brand instantly. If your content is engaging and captivating enough, they’ll probably follow you or even read more about your business and how it can serve them. 

Benefits to using social media marketing and how it can impact your brand:

Showcase Your Products and Services 

These days, people like getting up close and personal with brands and influencers on a fundamental level. Social media platforms provide live features where you directly engage and show your audience anything that could pique their interests. Whether it’s showing your latest restock of your customized resin art or talking about the new property listings in your area, there are various methods to get personal with your followers.

Growth and Brand Awareness 

The more people know about your business, the more product or services you’ll sell. It’s that simple. Social media is a great place to start to increase brand awareness. Whether you’re selling a product, offering a service, or simply sharing content, social media will help grow your brand awareness by reaching an audience that is larger than your customer base.

Target Interest-Based Audiences

You may be surprised (or not so surprised) to learn that we are shown posts based on our interests and what we’ve liked in the past. Social media users can be categorized in so many ways, and that’s a great benefit as you can pinpoint an audience interested in your particular niche or industry. 

We’re all different and have various likes, interests, and passions. While Mike may be into science and sports blogs, Janet follows fashion and DIY communities. Social media platforms work on an algorithm that picks up users’ interests and exposes them to the same niches and interests from profiles they don’t follow. Janet, for example, will see a lot more fashion-related posts on her Facebook newsfeed since she either follows, engages, comments, or likes certain fashion pages.

Improved Customer Retention

Social media helps boost your retention efforts tenfold. If you are offering a new sale or have a brand new seasonal product, social media is the best way to let your customers know what’s hot and happening, keeping them coming back for more.

Direct Channel to Your Audience 

The best way to know your audience is by seeing their journey and actions on social media. By monitoring who follows you, you may be surprised to find that a new audience is interested in your products. Also, social media is a brilliant way to directly speak to your clients or followers, where you can gain insights just from the questions they ask you. 

Garner Reviews

Online client reviews are the new word-of-mouth, and receiving as many positive reviews can benefit you in so many ways. For one, your new followers will impression that you’re a solid brand that provides the best service and/or products. 

How Much Does Social Media Marketing Cost?

The cost of social media marketing depends on you and your effort into it. To better understand how much time, effort, and resources you’d like to put into your social media marketing plan, there are questions that you’ll want to answer. 

Do you want to post across all social media platforms? What kind of content are you planning on posting? How often do you want to post? What budget do you have at hand for advertising and promoting content? The answers to these questions are subject to change according to your business and its needs, but we recommend you answer them before diving in.

Once you have an idea about the what, you’ll need to figure out the how. Many user-friendly tools don’t require an advanced level of Photoshop or video editing knowledge to create images, GIFS (graphic interchange format creating short moving objects), and even videos. Luckily, thanks to today’s technological advancements, small-medium-sized businesses can pull off a great SMM (social media marketing) strategy without breaking the bank. 

Even video creation has evolved into something that everyone can create seamlessly. With Promo, for example, you can easily create various social media videos for any social media platform and in any dimension that’s needed. 

Getting Started With Social Media Marketing 

Opening accounts on social media platforms is the easy part; actively posting and engaging with customers is the crucial part where most businesses encounter difficulty. Once you have thought about the type of commitment you’re willing to put into these channels, you’ll want to strategize ahead of time and come up with a plan of action so that you can organize your messaging, posts, images, and ideas in advance. This action plan is what we would call a social media marketing plan. 

Why Create a Social Media Marketing Plan

Small and medium-sized businesses should have a clear direction when planning their social media plan. While time and resources may be limited, it’s always helpful to have a good understanding of what content you want to post, where, and when. Creating a social media marketing plan will help you:

Save Time

When you have a monthly working plan set out for you, you’ll be able to schedule these posts in advance and not have to stress about manually posting on a specific day or time. 

Allows  Consistency

If you’re aiming at posting, say, five times a week, having a plan in place will allow you to stick to your consistency level effortlessly. Brand credibility is a big deal; people like to follow trustworthy brands so, to do that, you’ll want to post engaging and relatable content constantly. 

Collect Important Metrics

Scheduling content gives you a birds-eye-view of your performance. When you regularly schedule content at different times of the day, you’ll be able to deduce what time slot is the best owing to the level of engagement and even link clicks. For example, think about Facebook; according to research, the best time to post is Wednesday, at 11am

The 4 Steps to a Creating Social Media Marketing Plan 

Taking the points mentioned above into consideration, there are various steps to take when creating your social media marketing plan. Whether you’re planning one month or one week in advance, here are some suggestions and tips for making quality posts

1. Research

Research is essential; you’ll need to figure out your audience, research what your competitors are doing, and determine how you can be different from the rest. Knowing your niche is the baseline you should carry with you when creating a plan. 

Next, seeing what your competitors are doing will give you a pretty good indication of what’s working and what isn’t. Come across a competitor who has a large following and a good amount of likes and comments on their posts. You can identify fundamental content structures that resonate well with your audience. Now, the aim is not to copy what they are doing but understand what content is most liked and how you can make it better. Suppose you’re in the real estate business, and your competitor is amassing quite a few likes on detailed property listings. In that case, you could take things to the next level by making a video showcasing the property’s essential features, thus leaving your followers with a feeling of wanting to view the whole house. 

2. Draw Up a Content Plan

When you have an idea of what content you’d like to feature on your social media platforms, the next step would be to draw out a plan. 

Consider the following when drawing up your SMM plan;

  • Make sure your followers stay updated with promotions, new products, and services.
  • Take important dates into consideration. Apart from the big ones such as Valentine’s Day and Christmas, look around at other dates that could relate to your brand and niche. Yoga studios can make catchy content that ties in with World meditation day and fun themes such as “Workout Wednesday” posts. If you’re more of a one-person show, such as a life coach, then inspirational posts on days like “Martin Luther King JR day” would be an excellent approach. If you want to be clued up on these fun days, then check out Promo’s social media calendar here; you’ll get a monthly view of all the trends and important dates to take your content to a more relatable level. 
  • Think of posts that social media users can engage with. If you’re a small business that sells gourmet donuts, you can ask them to name the new donut collection. Or, if you’re involved in lifestyle and travel, asking your followers to share one place they need to see in their lifetime will also increase engagement.
  • Offer a behind-the-scenes glimpse of your business and the people behind the brand. Consider posting employees of the month or even showcasing how you package your ready-to-be-shipped products. These posts indeed go a long way in enhancing brand credibility and showing how hard and severe you are about your brand. 
  • Sharing your blog posts and industry-related news is an excellent and catchy method in keeping your followers up to date. This works exceptionally well with niches impacted by global issues, such as pandemic regulations and even weather conditions. Think of travel agents and tour companies; sharing aviation-related news on red zones and the new rules are a great way to keep your followers hooked.

3. Identify Success Metrics

Determining the success of your social media marketing efforts will give you great insight into what your followers enjoy and how you can improve your plan. 

Here are a few to look at:

  • Likes – If your how-to videos are raking it up in the “likes” arena, perhaps it’s safe to say that this is the type of content your users enjoy the most. If your inspirational quotes only get a handful of likes, perhaps this is not the direction you should pursue. 
  • Engagement rate – Engagement rate basically portrays how your audience is involved with your content. This metric takes likes, comments, mentions,  and shares into consideration. If your engagement rate is increasing, it means you’re probably reaching more potential customers. 
  • New followers – How many new followers do you have every month? Remember, only the best, most relatable content is shown on discovery pages, and if you can get yourself in there, you can expect a whole stream of new customers. I
  • Conversions – At the end of the day, the top aim of social media marketing is to get followers that convert. If you notice a lot more conversions coming from social media channels, then it’s safe to say you’re doing something right! In a 2021 survey, 18.9% of small businesses worldwide think that social media marketing is most effective in driving sales.

4. Analyze and Optimize

Let’s be realistic, there’s always room for trial and error, and that’s no exception in the social media world. Evaluating the metrics and analyzing the setbacks will give you more incredible momentum in formulating a formula that works (content-wise). There will be tweaks along the way, and optimization will provide you with a much-needed boost.

Choosing the Right Social Media Platform

When you have a marketing plan in mind or an indication of the approach you want to take, you can look into all the social media platforms and see which one(s) are the best fit for your brand, tone, and audience. It’s essential to also be mindful of the type of content you want to post and how it will tie in best with a specific platform. 

Let’s take a look at the most popular social media platforms:

Facebook

Because of its broad appeal, Facebook has attracted a significant user base over the years. It’s been around the longest and has paved the way for the conception of other social media platforms. Even though it’s the oldest, it still boasts around 2.9 billion active users; that’s a pretty large audience to be exposed to. 

Their ad targeting feature used to be above any other platform. Still, thanks to the rollout of Apple’s IOS user privacy and data use, not all audiences with Apple can be targeted or accounted for. Nevertheless, it’s still a mainly used platform, with 69% of U.S adults actively using it. 

Getting Started on Facebook 

Opening a Facebook business page is relatively simple. You can link it to your personal profile and assign others as admins, too. In addition, you can connect your Instagram business profile to your Facebook profile, thus opening a lot of avenues for cross-posting and even cross messaging. 

What Content Works Best?

As with other social platforms, the best content for Facebook is creating stunning videos. From how-to’s to fun industry tips and product updates, people are more likely to watch at least the first few seconds of your video rather than a still image. In fact, it’s been reported that vertical videos get the highest engagement rate, more so than landscape or square formats. 

Don’t be discouraged by this statistic, though; while many small businesses may not have the financial means to hire a video editor, there’s a user-friendly tool that does the job for you effortlessly. Promo.com is a video maker that lets you use unlimited media to compile a winning social media video to share on your profiles. 

Facebook Business Page Main Elements

Facebook business pages can give a lot of information about your business or brand. Here’s how you can maximize these features in your favor;

Profile and Cover Photo

The first thing most people will see when encountering your Facebook page is your profile photo (left) and cover photo (middle).

In many cases, your profile picture should simply be your company logo. If you’re a small business without an official logo, pick an image that is uniquely yours. 

The Facebook photo is a more extensive photograph that captures the heart of your brand. This element is more significant than your profile photo, so it should be eye-catching. You can also change your header according to different themes and promotions. Whether it’s Black Friday or Easter weekend, or if you’re having a massive sale on your website, you can market this with your header, too. There used to be a Facebook video cover options as well, but that was discontinued in 2021. 

About Section

The “about” section is similar to your website’s “about us” page. Like your website, visitors to your Facebook page will click here to learn more about your business. Populate this area with brief, factual information about your business. For instance, adding your mission statement is a great way to introduce yourself and communicate why they should choose you to your customers. 

The “contact info” section is a great place to drop your website link and any relevant contact information, such as store address and hours. 

The “story section” is an opportunity to give your customers insight into your business. What exactly do you do, what is your specialty, and what is the culture of your company.

Facebook Messenger

Facebook has a built-in messenger which allows customers to contact you directly. You can set up auto-response messages when contacted, which can direct customers to your website, email address, FAQ, or more. However, Facebook does rate your responsiveness to customer questions, so someone must be paying attention.

What’s more, Facebook’s messenger is linked to Instagram’s direct messaging; like this, you’ll be able to stay on the ball and be notified when a client contacts you, irrespective of the platform. 

Another great feature that’s been deployed by Facebook is its end-to-end encryptions. In plain terms, only the giver and receiver will see the messages. You’ll also be notified when a sender takes a screenshot of the chat. This will secure your messages and media from falling into a third party’s hands. You can easily enable this feature through your messenger settings.

When and How Often to Post on Facebook

The biggest question most businesses have is when to post and how often to post on their Facebook business page. The basic answer is this: post regularly. If that’s once a day, that’s great. If that’s twice a week, that’s fine as well.

Generally speaking, you’ll want to post at least a couple of times each week and stick to a regular schedule. The reason for this is to spread your message, cultivate fans, and have them get familiar with seeing consistent updates from your page.

Check out the table below to see the best reported times to post on Facebook. In a nutshell, the best days are Tuesday, Wednesday, and Friday, with the worst day being Saturday. 

Source: SproutSocial

Commenting

Half the point of owning a Facebook business page is to engage with your fans. As your followers engage with your content, they will ask questions, have ideas, and yes, even complaints. Don’t forget this crucial component.

You will want to acknowledge and address comments in a timely fashion. Even, and especially, the bad ones. If the comment is positive, you will want to “like” the comment and respond. 

If the comment is negative, such as a complaint about a recent purchase, you’ll still want to respond. However, rather than try to hash it out “in public” on your page, politely apologize for the inconvenience and ask the customer to contact you via email or messenger so that you can look into their concern and assist them further.

Organic vs. Paid Content

The goal of your Facebook page is to generate awareness, drive traffic to your website or app, and ultimately create customers. There are two basic ways to do this. Organic traffic and paid traffic.

Organic traffic is an activity that comes to your page through non-paid means. This can be customers searching for your page or coming across it because they saw a friend sharing your content. The more prosperous and entertaining the content, the more likely viewers will share it among their circles. However, the organic reach of your content is limited to your existing followers and anyone they may have shared it with.

For that reason, paid traffic is required to enhance your reach and spread your content beyond the bounds of your existing follower count. Paid traffic comes from boosted posts and ads, which is critical in reaching new and larger audiences. 

The proof is in the pudding here; 70% of marketers use Facebook ads as a means to market their product or service. Using a combination of both organic and paid outreach is a full-proof way to get the ball rolling. 

Facebook Ad Types

Facebook allows for several ad formats. Photo, video, collection ads, and carousel ads. Each ad type will enable you to select a campaign objective to generate awareness driving traffic to your website or conversions.

Video ads range from short, mobile ads to long-form presentations. In general, short, direct videos are the most successful, and 81% of marketers actually prefer video ads to photos or carousels. It’s essential to understand your goals and audience when deciding which ad type works best for you and you can always have a look at the Facebook ad library for inspiration. 

Facebook Features 

1. Facebook Live

Facebook Live is a video function that allows you to stream live videos to your fans and present them on your page. This is great for live events, countdowns, or special promotions. Facebook live is also suitable for tutors, influencers, coaches, trainers, and even businesses who want to show how they make a particular product. 

Another feature, Facebook Premieres, allows you to present pre-recorded video content as a Live video event. This is great if you’re hosting a talk and have multiple guests. You can also edit these videos on Promo to make them look more professional with your company’s logo. 

2. Facebook Events

Facebook Events allow you to create, schedule, and invite people to an event. This can be a grand opening, a Facebook live event, a sale, or even a regular event such as Happy Hour. Facebook Events is capable of syncing with the calendar on your smartphone. This means that when customers show interest, Facebook will remind them.

Another benefit of Facebook events is anticipating how many people will be attending the said event; like that, you can get a somewhat clear understanding of who is coming, how many people to cater for, and so forth. 

3. Facebook Groups

Facebook Groups are private or public groups where individuals “meet” to discuss and engage around a specific topic. For your business, it can be a customer support group (valid for tech brands), a place for fans (great for entertainment businesses), or really anything you can think of.

Facebook groups provide a forum for like-minded people to interact with and the brand. Think of it as a gathering place for brand enthusiasts. If you choose to create one, appoint someone to monitor and moderate the group. 

4. Facebook Stories

Like Instagram, Facebook has adopted the 15-second story trend that can be opened and viewed once a user taps on your profile picture. This is another engaging way to post fun tidbits and exciting content for your fans. As of 2019, over 500 million users watch Facebook stories, so if you haven’t considered it as part of your SMM plan, now’s the time. 

Defining Goals and Measuring Success

To determine a successful brand presence on Facebook, you can look at the number of page likes/followers you have and the level of engagement driven by your posts. These followers are more inclined to interact with your content as they have already “liked” your business page. With a larger audience on Facebook that has expressed an interest in your business, your reach will expand organically.

In addition to the number of fans your Facebook page accrues, you can also determine the success of specific posts. A Facebook post’s performance can be analyzed by looking at both engagements and reach:

  • Engagements on Facebook include any interaction taken by your target audiences, such as shares, likes, comments, photos, and link clicks. More relevant and interesting content will produce higher engagement rates as your target market will be more inclined to interact.
  • Reach is how many people are exposed to your post. To determine your engagement rate, you divide the sum of engagements/the post’s total reach. You can then multiply by 100 to turn this decimal into a percentage. As a rule of thumb, an engagement rate of 1% or higher on Facebook is considered successful.

Recommended Facebook Photo and Video Dimensions

Profile Photo: 180 x 180 pixels. Displays at 160 x 160 best results when uploading a square image (360×360, 720×720, or 960×960).

Facebook profile picture frame size: 183×183 pixels.

Facebook cover photo size: 828 x 315 px

News Feed link image size: 1200 x 900 px or using the standard Instagram size of 1080 x 1080 will also work just fine

News Feed link image ratio: 4:3

Desktop news feed display: Up to 470 x 470 px

Mobile news feed display: Up to 626 x 840 px

Right column image size: 254 x 133 px

Text: Desktop news feed displays 500 characters, mobile 110 characters, right column, ad 90 characters.

Video: The ideal file formats are MOV or MP4. Whether posting native video or video ads, the preferred dimension is 720p (frame size of 1280px wide by 720px high). 

Facebook Demographics 

Ready to begin? Check out our Facebook Advertising Guide!

Instagram

Instagram has fast become a platform for short-form visual content, and a top contender for growing your customer base. Unlike Facebook and Twitter, where you can post simple statuses and discussions, Instagram is powered by visuals, videos, and hashtags as a means of gaining a following. According to the platform, around 90% of users follow at least one business, making it a safe haven for even small businesses to thrive! 

Meta owns Instagram, and so many of the tools and principles that apply to Facebook also use Instagram. However, keep in mind that Instagram is a mobile-first application. There is no native desktop interface, so your content needs to be optimized for mobile viewing.

What Content Works Best?

Remember that Instagram is a media-focused platform. Apart from sharing photos, Instagram’s video usage is quickly blowing up thanks to their famous Stories and Instagram Reels features. Instagram reported that 9/10 users watch Instagram videos weekly. So, while adding photos to your profile is excellent, users seek videos to engage with, too. 

Adding to that, 25% of Instagram Ads are videos, meaning the video is carving out a large chunk of the Instagram ad space.

When and How Often to Post on Instagram

If you were wondering when is the best time to post on Instagram, you probably won’t encounter one straightforward answer. According to social media management platform Hootsuite, it’s generally considered good practice to post 2 – 3 times a week on your feed and at least once a day on your stories. Keeping in mind is to be consistent, without too many long gaps passing between posts. When it comes to stories, you can let loose, as it’s not uncommon for brands to post up to ten to fifteen stories a day.

According to Later, the best times to post on Instagram as of early 2022 are:

  1. Monday: 6 am, 10 am, and 10 pm EST
  2. Tuesday: 2 am, 4 am, and  9 am EST
  3. Wednesday: 7 am, 8 am and 11 pm EST
  4. Thursday: 9 am, 12 pm, and 7 pm EST
  5. Friday: 5 am, 1 pm, and 3 pm EST
  6. Saturday: 11 am, 7 pm, and 8 pm EST
  7. Sunday: 7am, 8am, and 4pm EST

Of course, these are just recommendations. If you see that certain hours work best for your brand, continue posting at those hours!

Organic Vs. Paid

As with Facebook, you can boost your content and run ads directly on Instagram. Also, like Facebook, a solid strategy is to push content naturally and organically while also supplementing it with paid advertising options. 

Instagram Ad Types

The primary option for Instagram Advertising is video ads promoted on Instagram stories. By advertising on Instagram stories, you have the opportunity to reach individuals who are actively using one of the most popular features of Instagram. Like Facebook, there is also the opportunity to boost a post to further its reach.

Instagram allows you to set an ad budget just like Facebook, so you don’t have to worry about overextending your budget. Other than stories, you can also opt for carousel ads, explore page ads, shopping ads, and even Reels ads. 

Instagram Videos

There are four video formats on Instagram, Stories, Reels, Live, and Instagram video. All four are placed in different sections, and they all serve a purpose –  to create high engagement by posting likable content.

  • Instagram Videos: Instagram feed videos have replaced IGTV. These videos are posted the same way images are posted and appear on your follower’s newsfeed. Videos can be up to 60 minutes.

  • Instagram Reels: 15-1 minute long videos inspired by TikTok. There are AR filters, a music library, green screen mode, and speed controls features to use, too.

  • Instagram Stories: These are 15-second long videos. After 24 hours, they disappear but can be saved to the highlight section of your profile.

  • Instagram Live: Video streaming is a big bonus for brands, especially when going remote. Instagram live videos are deleted after 30 days and shared before deletion.

Using Hashtags on Instagram

Instagram’s hashtags work the same way that Twitter hashtags do; to organize content. By marking a post #videomarketing, you manage that content with the rest of the content that uses that hashtag. So if you’re interested in #Christmas, you can organize all posts that use that hashtag for easier viewing.

Hashtags are great for businesses and marketers who want to align their content within their industry. It also works to take advantage of trending topics such as special events, holidays, and more. Ensuring that your content is relevant to the particular browsing audience is crucial. If you’re using the hashtag #yoga, but your content is about cross-training, your hashtags are irrelevant to the yoga browsing audience. 

Linking from Instagram

Instagram does not allow you to post clickable links with your content. However, you are able to post a link in your bio. Use this space wisely and link directly to your website or app download page. Additionally, there are many services such as Linkin.bio that recreate your Instagram profile into clickable content. It’s easy to set up, and all you need to do is add your unique like to the bio section of your profile. 

Up until October 2021, adding links to stories was only available for profiles with a 10 000+ following. Instagram did away with this rule and has allowed any profile, irrespective of follower size to take advantage of this. 

Defining Goals and Measuring Success

Similar to Facebook, you can look at both follower count as well as engagement when determining success.

The engagement rate of an Instagram post is also calculated by dividing the number of engagements by the total reach. Once you determine this number, you can multiply by 100 for a percentage. This will reflect how many people interacted with your post out of the total number of exposed people. The nature of Instagram’s platform promotes higher engagement, resulting in a target engagement rate of 3%.

Instagram Photo and Video Dimensions

Instagram will allow you to post photos and videos in many sizes. However, the ideal  Instagram video formats and dimensions are as follows:

Profile picture: Optimum size : 110px x 110px, maximum resolution: 180px x 180px

Published Photos:

  • Square size recommended: 1080px x 1080px . Max resolution: 2048px x 2048px.
  • Landscape size recommended: 1080px x 566px.
  • Portrait size recommended: 1080px x 1350px

Videos:

  • Timeline video: Recommended resolution: 640px x 640px and the duration should be between 3 and 60 seconds.
  • Video to Instagram Stories: 750px x 1334px.
  • Video to Reels: 1080px x 1920px

Video Ads:

  • Square ad:  1080px x 1080px. Note: it will appear as 640px x 640px.
  • Landscape format:  1080px x 566px. Will also  appear as 640px x400px.

Instagram Demographics

64% of Instagram users are aged between 18-34 years of age.

Ready to begin? Check out our Instagram Advertising Guide!

TikTok 

A teenager presents a smartphone with the logo of Chinese social network Tik Tok, on January 21, 2021 in Nantes, western France. (Photo by LOIC VENANCE / AFP) (Photo by LOIC VENANCE/AFP via Getty Images)

Owned by a Chinese company, TikTok has quickly risen to fame in a short period (the app became global in 2017). It boasts more than 1 billion monthly active users and has quickly garnered popularity worldwide. 

TikTok’s main feature is video curated content between 15 seconds to 3 minutes long. There’s also a selection of music to add to your videos and a choice of stunning AR filters. 

TikTok is a video-sharing app that features content on all interests. There’s a whole new world of things to see and learn from how-to videos, gaming videos, and even house cleaning tips. Like Instagram, TikTok is mainly used on mobile with restricted access to features via desktop. 

Getting Started on TikTok

Getting started on TikTok for business isn’t hard at all. Download the TikTok app from the Apple App Store or Google Play store. Click “Sign Up” to register with your phone number, email address, or social media account. Once you’ve downloaded the app, you can open it and tap “Me.” 

To create a business account, tap “…” on the top right of the “Me” page, “Manage account,” and select “Switch to Business Account.” Choose the category that best represents your business to receive customized content, events, and solutions.

What Content Works Best?

While TikTok is home to a plethora of content, certain content will make your brand stick out while using the platform. You can show behind the scenes the making of a product. Explain the process of developing a new product or service. With TikTok, getting personal is a must. Tell your company’s story, tell a story of how the company came to be. Or how a specific product or service was developed. Tell viewers the problem you are trying to solve and the solution you want to give to your customers.

For You Page

Otherwise known as #fyp, TikTok’s “For You Page” (FYP) is the same as Instagram’s discovery page. Interest-related content can be found here, as well as content from creators who match your Geo-location. Any TikTok creator’s aim is to be featured on the FYP discovery page as it’s a brilliant way to gain followers and collect a whole lot of likes. So, how do you increase your chances of being featured on their FYP?  

  • Trending Music – Using TikTok’s audio library is an excellent way to push the algorithm to feature you on the FYP. You can easily find the trendiest music in the audio library and use it as part of your videos. 
  • Hashtags –  Like Twitter and Instagram, TikTok also uses hashtags to categorize content according to interests. To understand the popularity of a hashtag, simply type “#” proceeded by a keyword. You’ll be able to deduce how popular a hashtag is based on the number of searches. It’s advisable to use hashtags that are not as popular as the odds of landing first are pretty low. 

TikTok Ad types

Now that TikTok has made a strong worldwide presence, they have a couple of creative ads to offer marketers: 

  • In-feed ads – These are video ads displayed inside the native FYP feed.
  • Brand Takeover ads –  These video ads pop up when a user opens the app. They are shown for a few seconds and then become an in-feed ad.
  • Top view ads – Quite similar to brand takeovers, top view ads appear after the first in-feed post, within 3 seconds. 
  • Branded hashtag ads – This is a fun way to get awareness on a certain hashtag. Most brands use this as a challenge, asking viewers to film themselves doing a dance or something related to the product.
  • Branded effects ads –  If you want to create your own custom filter, then getting brand exposure through filters is another type of genius TikTok ad type. 

Defining Goals and Measuring Success

Like other video-sharing hubs, TikTok metrics focus on watch time, engagement, and likes. When you go to their analytics dashboard ( you need to have a business account to do this), you’ll see four categories. Each category gives you a detailed overview of your performance; 

Overview– See up to two months of analytics, including Total video views, profile views, likes, comments, and shares. 

Content – Here, you can see your most popular videos within a custom date range. This delves deeper into each videos’ unique analytics, such as likes, comments, and shares. 

Followers– Here, you’ll better understand who your followers are. This includes their location, gender, age. Also, you can understand when your followers are most active, giving you a good indication of when to post. 

LIVE – If you’ve hosted any live videos, then you can get a full breakdown of how it performed. Note that these metrics are available between a 7-28 day timeframe. 

TikTok Video Dimensions

 Videos should be:

  • Filmed in on your phone 
  • For best results, dimensions should be 1080px x 1920px
  • Android users can upload up to 72MB & IOS is 287.6MB

TikTok Demographics

  • 25% of U.S TikTok users are aged between 10-19, and the 20-29 age range amounts to 22.4%
  • Globally, 41% of users are between the ages of 16-24

Twitter

Twitter is a fast-paced, micro-blogging site with a limit of just 280 characters. It’s great for quick bursts of information or to post links to content that is housed elsewhere (ie, your blog or press). Most businesses can certainly find success from marketing on Twitter, especially if their content is capable of sparking widespread discussions. To put things more in perspective, 17% of U.S-based Twitter users get their news from Twitter, meaning that users use the platform to be informed about areas that interest them. 

While Twitter has around 211 million users daily, most users still look to it as a discussion opener. In fact, 93% of Twitter users are happy to hear from brands in conversation threads, especially regarding assistance and support. However, it’s not the best place for lengthy engagements or building a community. Leverage the benefit of Twitter automation to get the most out of your efforts.

One of the best things about Twitter is its relatively clean and uncomplicated interface. From your main profile page, simply select the “Tweet” button at the top right and you’ll be presented with a box just like the one below.

Simply type your message (or add a link), and you’re good to go. At the bottom left, you’ll see icons for adding images and video, gifs, Twitter polls, or your location. Don’t forget the hashtags!

What Content Works Best?

Twitter is a fast-paced channel for sharing opinions and easily digestible content. As such, it is not the place for forging deep, personal relationships with customers. Rather, think of Twitter as a scrolling news feed for important information. It’s great for increasing brand awareness and driving traffic to your website or other social pages. It’s not the greatest place for selling directly or for lengthy engagements with customers.

Defining Goals and Measuring Success

Defining success on Twitter should be measured by two key metrics: follower count and engagement. There are other metrics to pay attention to, such as your average engagement per tweet, the makeup of your audience, and more.

Twitter Dimensions

  • Twitter text posts: 280 characters (less if including a link)
  • Profile Photo: 400 x 400 (Displays 200 x 200)
  • Header Photo: 1,500 x 500
  • Horizontal Video: 1280 by 1024 pixels, 512MB max, aspect ratio between 1:2.39 – 2.39:1
  • Vertical Video: 1200 by 1900 pixels, 512MB max

Twitter Demographics

  • Around 63% are male, while only 36% are female.
  • 28.9% of total users are aged between 25-34 years old

Ready to begin? Check out our Twitter Advertising Guide!

YouTube

Once upon a time, Youtube was more to host, post, and browse video content. Today, It’s transformed into the preferred video-sharing service around the globe. From how-to’s to guided meditations, there’s a little something for everyone to browse on Youtube. When looking at the bigger picture, according to Ahrefs, as of 2021, Youtube is the second most visited website in the world. They have also taken user engagement to the next level by introducing a new feature called Youtube Shorts; a medium where viewers can browse fun, quirky, and viral videos up to a minute long. 

When it comes to video marketing, YouTube is probably high on your list of sites. There are so many Youtube features that are both engaging and fun, and of course, they can take your SMM to the next level of exposure.

YouTube is a great hosting site for your video marketing content. Regardless of how you plan to use your content, hosting on YouTube is free! It also allows you to save space on your own website. Video content embedded directly on your website may cause slower page loading times which is a major no-no.

Getting Started on YouTube

With a Google account, you’re automatically signed up to a personal YouTube account. To use YouTube for your business, you’ll need to set up a “Brand Account.” But that part is simple. Go to your YouTube account page, click “Create a Channel,” and then enter a name for your Brand Account. 

Once you’re in you can give multiple people admin access, and customize the account to match your brand’s name and appearance. 

What Content Works Best?

Depending on your brand and business, the type of content you create may differ. Generally speaking creating gaming videos, vlogs, challenge videos, education videos, and unboxing videos works best. Whatever your business type, there are videos that may be expected of you. For example, if you’re in real estate, you’re most likely going to want to create real estate videos that feature listings, open houses, client testimonials, and more. 

Whatever content you create, don’t forget to use eye-catching channel art and create thumbnails that stand out

YouTube Intros

YouTube intros are short, opening clips that play at the beginning (or close to the beginning) of a YouTube video. They are a sneak peek into what your business channel is about and with time become your key identifier. These intros are an essential tool for captivating viewers, keeping them on your video channel, and converting them to subscribers. Along with audience captivation and retention, YouTube intros also instill a sense of brand consistency. So when creating your YouTube Intro you should include a consistent style so you can easily add them to every one of your videos. 

YouTube Shorts

Recently, with the rise of TikTok and the overall rise in video consumption, Youtube has introduced a new feature called Youtube Shorts that can be found on the homepage. It’s kind of taken the same tune as TikTok and Instagram Reels, except that there are no filters or a music library. Most brands use Youtube shorts as a teaser to their actual Youtube video and others also use them when they have something funny and potentially viral to share. 

YouTube and SEO

Search engine optimization is the practice of using keywords within your written content so that your pages rank higher in search engines such as Google. While this practice predominantly applies to blogs and websites, the same goes for Youtube content. 

When you create your video, select keyword-rich titles and descriptions. How do you determine the best keywords? Sure, you can hire an SEO researcher, or you can do it yourself by searching directly on YouTube.

Head on over to YouTube and begin searching for terms in your niche. For example, let’s search for “video marketing.” See the results? These are popular search terms being searched by Youtube users. You don’t need to wonder if a keyword or phrase is popular; it’s right there.

A great title for your next video might be “video marketing tips for small businesses.” The description might read:

“In this episode, we discuss the need to hire a video marketing agency to help your small business achieve your video marketing goals. Check out our other videos for more video marketing tips.”

Creating YouTube Playlists

YouTube also allows you to create playlists to organize your content further. Create playlists around special events, specific product lines, and more. Viewers will be able to view your videos as a whole or by playlist to find content that best appeals to them.

Defining Goals and Measuring Success 

Success on YouTube may come in the form of growing your channel or driving traffic to your website. The first can be determined by tracking your followers as you grow your channel. The latter can be seen through Google analytics or similar programs.

Another way to determine success is by paying close attention to your bounce rate and watch time. If viewers watch your video for 3 seconds and then leave, that might indicate that your videos are not catchy enough to make them stay. Also, the longer the watch time, the better.

If your goal is to increase your channel subscriptions, set realistic goals for how many subscribers you’d like to gain each month. Then, create a plan to increase subscriptions by posting videos consistently throughout the month. Whatever your aim; set clear, definable goals and work to achieve them.

YouTube Video Dimensions

While you can upload almost any kind of video to YouTube, here are your recommended dimensions for best viewing.

  • 16:9 Aspect Ratio
  • Max resolution and quality: 2160p (4K),  3840 x 2160 pixel
  • Lower Resolution: 1440p (2K),  2560 x 1440 pixels
  • Max resolution for High Definition: 1080p (HD) – 1920 x 1080 pixels
  • Youtube Shorts: Minimum resolution of 600px x 600px & maximum of 1080px x 1080px

Youtube Demographics

  • 45% are female users, while 55% are male
  • 77% of US users are aged between 15-35 years of age.

Ready to begin? Check out our YouTube Advertising Guide!

LinkedIn

LinkedIn is a great place if you operate in the business-to-business arena or are interested in networking with other professionals within your industry. As social channels go, LinkedIn is more of a professional networking tool. However, marketing on LinkedIn can still be beneficial for brand exposure, recruitment purposes, and attracting influencers.,

Getting Started With LinkedIn

As a networking platform for B2B marketing, LinkedIn excels over other social media platforms. It is a great place to position either yourself or your company as a thought leader within your industry.

LinkedIn is also a great place to promote your company and recruit talent. You can connect with like-minded people or leaders in a particular industry. Also, if you’re searching for investors or partners, then this is the place to be. 

What Content Works Best?

LinkedIn content comes in several forms, including video, images, and text updates. The one thing to keep in mind with LinkedIn is that it is a B2B platform, so your content should speak on that level.

Inside industry information, industry news and current events, quick tips, and company information are all important types of content to share on LinkedIn. 

LinkedIn Ad Types

LinkedIn ads provide the opportunity to advertise your product or service to the businesses you want to reach. LinkedIn offers various types of ads such as videos and images. These ads take the form of sponsored content that is promoted to your target industry. You can also source talent with recruitment videos, with over 810 million active professionals on board. 

LinkedIn Photo and Video Dimensions

  • Images to Company Page or profile: 1,104 x 736 pixels
  • Links with an image to Company Page or personal profile: 1,200 x 628 pixels

Video ads should be as follows:

  • Length: Three seconds to 30 minutes
  • Layout: Horizontal (vertical videos are not supported)
  • File size: Between 75 KB and 200 MB
  • File format: MP4
  • Frame rate: Less than 30 FPS
  • Pixel and aspect ratio requirements:
    • 360p (480 x 360; wide 640 x 360)
    • 480p (640 x 480)
    • 720p (960 x 720; wide 1280 x 720)
    • 1080p (1440 x 1080; wide 1920 x 1080)

LinkedIn Demographics

Ready to begin? Check out our LinkedIn Advertising Guide!

Pinterest

Pinterest is a different kind of social media site. Instead of being a place for distributing content, it’s more of a place to save and organize it. Think of Pinterest as a giant, digital corkboard ready to be pinned with stunning images to accentuate your brand, and you’ve got the right idea.

However, that doesn’t mean Pinterest isn’t the place for your business. There were 478 million active Pinterest users in 2021, with 240 billion pins saved, too. 

if your brand thrives on visuals, it may be worth a look, especially if you are searching for a largely female audience.

Getting Started With Pinterest

Pinterest functions as a placeholder for content you’d like to save and share with others. This content can come in the form of images or videos. For many, this is a place to share recipes, product info and recommendations, vacation dreams, and more.

For brands, it’s a great opportunity to showcase your product images, how-to videos, live events, and more. Pinterest is another platform that isn’t the greatest for engaging directly with customers, but rather moving them along through your funnel and spreading your content.

Pinterest Ad types

Like other networks, Pinterest offers advertising opportunities in the form of “Promoted Pins.” This is similar to boosting a post on Facebook. When you promote a pin, your content is promoted to a relevant audience based on targeted demographics. Pins can come in the form of videos, images, collections, shopping, and multi-visual images called a carousel.

How effective is it? Ad reach has grown by 23%, more so than Facebook, which only grew by 6.5% by October 2021

Curating Content

A common question of all social media business users is, “where do I get content?” Of course, the easiest answer, no matter what network you’re on, is to create it yourself! However, there are other options. Sharing and re-pinning content is a quick and easy way to share relevant information with your followers.

Of course, you don’t want to promote a competitor accidentally, so make sure you know where that content is originating from. Still, industry news and insights, current events, and user-generated content from your fans are all fair game.

Defining Goals and Measuring Success

Since half of the users make purchases after viewing promoted pins, defining success on Pinterest can be closely connected to sales. The great thing about promoted pins is that they continue to drive sales after the initial promotion has ended. Unlike other forms of social media advertising, promoted pins don’t disappear at the end of the campaign. Rather, they live on. Users who have re-pinned the content continue to have and share it, exposing it to a new audience.

Pinterest Dimensions

  • Profile images: 165 x 165 pixels.
  • Pins in feed: 238 pixels x adjusted to height.
  • Expanded pin size: 735 pixels x adjusted to height.
  • Pin boards complete size: 238 x 284 pixels.
  • Cover image: 217 x 146 pixels.
  • Tiny thumbnails: 51 x 51 pixels.

Video ads:

  • Minimum size: 240p
  • Recommended size (square videos): 600 by 600 pixels (1:1 aspect ratio)
  • Recommended size (vertical videos): 600 by 900 pixels (9:16 aspect ratio)

Pinterest Demographics

  • Pinterest audiences comprise 77.1%, female users
  • 38% of Pinterest users are 50-64 years of age.

4 Video Types to Get Started on Social Media

Now that we have discussed how video content and ads are taking over the social media sphere let’s briefly talk about the types of videos you can create for your business. The secret to a great video is powerful visuals, touching on pain points in the first 3 seconds, adding captions, and a strong CTA. 

Promotional/Ads 

Sales videos are aimed at getting conversions. With this basis in mind, it’s best to grab a viewer’s attention from the first 3 seconds. Mentioning pain points and how you have a solution for your potential clients is a great starter. If you’re not selling a product or service, consider showcasing excerpts of your services in action. A good sales video should have written or verbal testimonials for extra social proof, and a CTA that instills a sense of urgency. 

Engaging Videos

Creating engaging videos is a fun way to get your followers involved. This can be in the form of a humorous twist or challenging your followers to a dance-off. Consider using catchy CTAs within your videos; these should call for users to engage with you in some way or another. Whether it be to help name your new collection or product, taking part in a discussion about the latest travel craze, voting on what product they want to see next, or asking your viewers to take a stance on your video’s content (like the one below). There are a ton of engaging ways to keep your followers hooked and coming back for more.  

Educational Videos

Tutorials and how-tos are a big trend right now, and if you can jump on this bandwagon, you’ll be able to expose yourself to viewers who may need help or tips related to your niche. If you’re a private chef, you can share some how-to videos on cutting vegetables the easy way. Or, if you’re in the hair care industry, you can give viewers tips on how to wash their hair correctly. While educational videos can be formatted in many different ways, a great way to create them is by creating listicle videos. 

In written terms, a listicle is content that’s broken down into a list. This gives readers the chance to quickly grab all the information they need without spending too much time reading the whole article. You can take this idea one step further by creating videos that mimic listicles. They are super easy to make on a video editing tool and add a lot of content to social media feeds. 

Editorial Videos

Editorial media is footage that features celebrities, events, athletes, sports, and more. It’s different from commercial footage, both in nature and in use. Its licensing restricts it to non-commercial use, which is why it’s perfect for driving engagement without pushing hard sales.

Making catchy and engaging videos on Promo has never been easier thanks to Promo.com’s easy-to-use interface! Choose from thousands of templates or create your own videos using a mix of stock footage and your own. You can also crop your videos to fit a social platform’s respective dimensions. 

Everything You Need to Know

The above information should help you get started on any and all of the popular social media networks. Make social media a focal point of your online strategy this year and see how successful you can become with the right tricks and tips.

If you need additional help, try these resources for more social media marketing assistance:

About the author

Promo Staff

Promo.com’s content team takes pride in being at the forefront of communicating with Promo's millions of users. We believe that words shape thoughts and inspire action, and are here to help you navigate the waters of marketing your business through videos.

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