Social media marketing best practices: engage and grow your audience

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Social media marketing is essential for businesses and professionals who want to grow their online presence and build a loyal audience. In this article, we explore best practices for engaging and growing on social media, with links to trusted sources and real-world examples of success.



1. Know Your Target Audience Deeply

Understanding your target audience is the first step to a successful strategy. Use analytics tools like Facebook Audience Insights ( Meta for Business ) and Twitter Analytics ( Twitter Business ) to segment followers by age, location, and interests.


Case study : Coca-Cola uses deep insights to understand mexico phone numbers user its customers and tailor campaigns. A good example is the “Share a Coke” project, which personalized products and achieved high levels of engagement, especially among young people.


Share a Coke

2. Original and Valuable Content is King

Quality content is key to keeping your audience engaged. Create content that solves problems or inspires your followers. HubSpot ( HubSpot Blog ) suggests an “inbound” approach to naturally engaging customers through helpful content.


Example : Red Bull has mastered content marketing by creating inspiring experiences and powerful visual content. Their YouTube channel is packed with exciting extreme sports videos that align with their brand values.



3. Build Relationships by Engaging with Your Audience

Interacting with your followers strengthens your bond and creates an engaged community. Responding to comments and creating conversations shows that your brand values ​​each person. HubSpot shares in its article on audience engagement that engagement is key to building loyalty and driving organic growth.


Case Study : Netflix is ​​an example of a brand that stands out on social media by interacting with followers in a fun way and often using memes and popular references. This strategy connects Netflix to its audience in an authentic and relevant way.



4. Bet on the Power of Visuals

Images and videos attract much more attention on social media, especially with the growing popularity of Instagram and TikTok (Business of Apps & Hootsuite). Invest in a consistent design that reflects your brand identity.


Example : GoPro invests heavily in visual content, showcasing incredible footage captured by its users. This strategy reinforces the quality of the product and motivates the audience to participate.



5. Use Ephemeral Content to Humanize Your Brand

Temporary content, such as Instagram and Facebook Stories , offers a chance to humanize the brand and show behind-the-scenes footage. According to Sprout Social , this content generates greater interaction and engagement.


Case Study : BuzzFeed uses Stories to share light, interactive content, keeping followers engaged with quizzes, polls, and behind-the-scenes footage. This approach increases attention span and strengthens the bond with the audience.



6. Influencer Partnerships: Expand Your Reach

Partnering with influencers who share your brand’s values ​​is a great way to expand your reach. Research from Influencer Marketing Hub shows that influencer marketing can generate up to 11 times the return on investment.


Example : Daniel Wellington grew rapidly by investing in influencers to promote its watches on social media, especially Instagram. The strategy helped the brand reach new audiences in an authentic way.

Daniel Wellington Instagram


7. Publish Consistently: Have a Content Calendar

Maintaining a regular posting frequency is essential to keeping your audience engaged. Use tools like Buffer to schedule and analyze posts, adjusting them according to your audience's behavior.


Example : National Geographic maintains a consistent and well-organized presence on Instagram, posting high-quality photographs daily, which are extremely popular and help grow the brand's audience.



8. Invest in Paid Ads to Increase Reach

Paid ads allow for precise targeting and greater reach. Major platforms like Facebook Ads and Google Ads offer a variety of targeting options and ad types to attract customers.


Example : Shopify uses paid social media ads to reach new entrepreneurs by promoting content and webinars. The strategy yields excellent results, increasing visibility and conversions.



9. Interactive Features: Engage in a Fun Way

Polls, question boxes, and quizzes encourage follower participation. Hootsuite (Hootsuite Blog) suggests using interactive content as an effective way to generate engagement and increase user attention span.


Example : Starbucks uses polls and quizzes in its Stories to better understand customer preferences and create a closer connection with them.



10. Monitor and Adjust Strategy Based on Data

Analyzing metrics allows you to quickly adjust your results to maximize your results. Tools like Google Analytics and social media platforms’ native metrics provide insights to measure KPIs like reach, engagement, and conversion.


Example : Dove adapts its campaigns based on performance data and audience feedback, creating content that addresses topics like self-esteem and diversity in an authentic way. The brand monitors the impact and adjusts its message as needed, while staying relevant to its audience.



Applying these practices and following trends can help you create a solid and successful strategy.

Remember that social media marketing requires an ongoing, analytical approach, adapting to what drives the most results. Explore tools, leverage data insights, and create content that reflects your brand identity.