Social media has evolved as a powerful yet complex landscape for businesses and brands to amplify their message and cultivate loyal followers. Effectively choosing the right social media marketing (SMM) platform can transform a scattered online presence into a strategic opus of engagement and conversion. But with hundreds of SMM platforms, each with its advanced features and nuances, picking the right one becomes a significant decision. The right SMM platform shapes your brand's social media persona and helps with your content approach and engagement tactics.
Using the platforms that help you align with your marketing goals and target audience ensures that your message echoes where it matters the most. To help you boost your brand’s social media presence and optimize your SMM strategies, let’s dive deep into the best social media practices using SMM platforms.
5 Essential Tips to Boost Your Social Media Strategy
Below are the best practices for enhancing your brand’s social media presence. We’ll delve into each practice to examine how the best social media marketing platforms can effectively optimize these strategies.
1. Master platform-specific features
Imagine a world where you speak fluently on every social media platform: no more generic posts or missed connections. Like a language, each platform has distinct quirks and shades you can master to supercharge your strategy. The key is to embrace the nuances:
- On Facebook, nurture dynamic communities through engaging groups and live videos while accurately targeting demographics with effective ads.
- Enhance your Instagram presence by creating captivating stories with Reels, showcasing stunning visuals, and forming impactful influencer partnerships.
- Spark real-time conversations on Twitter (X) using threads and hot takes, sharing news, updates, and quick engagement.
- Look into industry insights on LinkedIn through long-form B2B articles and compelling thought leadership pieces.
- Capture attention and drive traffic on Pinterest through eye-catching infographics and visually appealing boards.
- YouTube offers a searchable platform to share expertise through detailed tutorials, in-depth guides, and engaging vlogs or series.
- For TikTok, tap into trends with challenges and dances, create quick product demos, and offer relatable and humorous skits for the young audience.
- Keep Snapchat viewers hooked with behind-the-scenes glimpses and exclusive offers within disappearing Snaps using playful filters and lenses.
- On Reddit, engage in relevant subreddits with insightful comments, share well-researched content, and connect with the community through relatable memes.
- Use WhatsApp to foster community and provide personalized support within groups, offering exclusive content and customized deals.
- Leverage Telegram by creating industry channels for in-depth discussions, sharing premium content in private channels, and hosting live voice chats with experts.
- On Weibo, participate in trending topics and challenges, form influencer partnerships, and share high-quality visuals and stories that resonate with Chinese users.
National Geographic exemplifies platform mastery. While they have multiple social channels with millions of followers (TikTok and YouTube), their strongest is on Instagram. This strategy works well because their stunning visuals and captivating stories shine on Instagram's visual-centric stage. They've built a community of 283 million nature lovers, animal enthusiasts, and travel bugs on the platform by encouraging user-generated content that aligns very well with their target audience.
Using external tools helps you be fluent in social media platforms. Social media management platforms like Buffer can be your secret weapon. Schedule posts, analyze performance, and manage everything from a central hub. Buffer even tailors its features to various channels like Facebook, Instagram, Twitter (X), TikTok, Pinterest, Shopify, and Google My Business.
For instance, Buffer for Instagram helps you create a cohesive feed with Reels, Stories, carousels, and captivating captions. With Buffer's Instagram scheduler tool, you can efficiently plan, collaborate, and publish posts to maximize engagement and foster brand growth. Its features include customizable posting schedules for direct scheduling or reminders, a drafting tool to save your post ideas for later revisiting, and a browser extension for quick content sharing from any corner of the web. Buffer also creates a beautiful, mobile-friendly landing page to showcase your IG content and product to attract more clicks and conversions.
By mastering each platform's language and leveraging smart tools, you'll become a social media polyglot and connect with your audience on a deeper level.
2. Optimize content scheduling
Did you know that 64% of successful companies have a documented content strategy, including a trusty content calendar? Without a content calendar, you'll get disjointed posts, missed opportunities, and crickets amidst the social media hum. Planning and scheduling ensure consistent visibility, strategic timing, and content aligned with your brand's voice and goals.
Here are tips on how to optimize content scheduling and planning:
Understand your audience. Different platforms attract different demographics and crowds. Research peak usage times for each platform you use and tailor your posting schedule accordingly:
- Overall best times: 6 PM to 9 PM and 12 PM to 3 PM
- Friday: Best day to post across most platforms
Platform-specific insights:
| Platform | Best Posting Times | Avoid Posting Times |
| 1 PM-4 PM | 8 PM-8 AM | |
| 6 AM-9 AM, 12 PM-2 PM, 5 PM-6 PM |
Weekdays: 9 PM-8 AM for videos | |
| Twitter (X) | Weekdays 9 AM-3 PM | Weekends |
| YouTube | Weekdays 2 PM-4 PM | Weekends 8 PM-11 PM |
| TikTok | Saturdays 10 PM-4 AM | |
|
Weekdays during working hours |
10 PM-6 AM | |
| Every Friday at 3 PM |
Spice up your content mix. Variety is the key. Blend timeless, evergreen content with trending topics and promotional posts. Ask questions, provide bite-sized tips, post BTS videos, and more. This keeps your audience engaged and avoids information overload.
Repurpose and re-platform. Give successful content a second life. Adapt the format and tone to suit each platform's audience. For example, a blog post about "7 Amazing Hiking Trails for Beginners" can be repurposed into:
- Instagram carousel: Beautiful visuals and captions summarizing each trail
- Twitter (X) thread: Tweets highlighting each trail with a call to action
- YouTube video: Narrated video showcasing the trails
- Facebook group: Share the post, spark discussions, answer questions
- TikTok video: Short, fun video showcasing the trails with music and transitions
- Podcast episode: Discuss the trails with fellow hikers, share personal experiences
Leverage scheduling tools. Free yourself from manual posting by using platforms like Sendible, Loomly, and CoSchedule. These time-savers let you:
- Pre-schedule content
- Manage multiple platforms
- Analyze performance
- Track engagement, reach, and follower growth
Sendible even offers a 2024 Social Media Holiday Calendar with 300+ creative content ideas and hashtags.
Implementing these tips can transform your social media presence into a well-oiled machine, engaging your audience and posting messages that reflect your brand.
3. Stay ahead of social media trends
To stand out on social media, you need to be quick and wise when embracing the next algorithm shift. Actively monitor changes, understand their implications, and strategize on how to leverage new developments. Here are some tips for staying ahead:
Use social listening tools. Treat them as your ears to the ground of the digital world. They can help you:
- Uncover hidden trends. Imagine having a giant focus group constantly buzzing with the latest chatter. Listening tools scan vast online conversations, revealing trending topics, hashtags, and discussions relevant to your industry. This lets you identify hot issues before they explode, keeping you ahead of the curve.
- Know your audience inside-out. What are they talking about? What content gets them clicking? What are their pain points? Tailor your strategy to their interests and preferences.
- Spy on the competition (ethically, of course). More than checking how they resonate with your shared target audience, social listening helps you identify your competition's weaknesses in their strategy. This knowledge empowers you to differentiate your brand, avoid pitfalls, and capitalize on emerging opportunities.
- Stay one step ahead of algorithm changes. Remember when Facebook started prioritizing groups and events? Listening tools help you understand how these changes impact your content and engagement. Analyze sentiment and reach to adapt your strategy and maintain optimal performance.
A robust social listening tool in the market today is Brand24. This powerful tool continuously scans social media, news, blogs, and more, capturing all mentions of your brand, competitors, and industry keywords. It’s a real-time data stream, giving you a crucial edge to adapt your strategy as trends unfold. It goes beyond mentions, analyzing sentiment, reach, engagement, and influencer identification. This intel helps you better understand your brand perception, what resonates, and who the key players are.
Embrace emerging technologies. Think of those movies where the hero embraces the new, untested gadget and saves the day with their tech-savvy innovation. Channel that energy with emerging technologies on social media. While traditional metrics are essential, emerging technologies offer unique ways to deepen engagement and create memorable experiences.
- Beauty brands? Let customers virtually try on makeup with AR filters.
- eCommerce store? Host a live shopping event where customers can interact with you and each other.
- Educational platform? Use X polls to gauge audience interest in new course topics.
These interactive experiences create a sense of community and excitement. It also helps set you apart from the static crowd.
4. Engage with your audience
Remember the "social" in social media? It's all about forging connections, sparking conversations, and building communities. This means ditching the one-way broadcasts and prioritizing genuine interactions and meaningful exchanges. The key is real-time rapport. Imagine someone asking you a question on social media, and you respond immediately. That attention helps build trust.
There are more ways to maximize social platforms for audience engagement. Consider the following:
- Facebook and Twitter, which are aces in real-time audience engagement, shine in trending topics. Identify trending hashtags and join relevant conversations with insights or humor. You can also get interactive by hosting live Q&As and running contests.
- For messaging apps like Facebook Messenger and WhatsApp, chatbots can help you provide 24/7 customer support.
- For Instagram and TikTok, respond to comments. Let your audience know you're listening by replying to their questions, acknowledging their input, or liking their comments.
- For LinkedIn, participate in industry conversations and showcase your authority with webinars and live presentations.
- Use the Community tab and polls for YouTube to cultivate interaction and gather feedback.
But juggling multiple platforms and fostering real-time interactions can be tricky, especially if you're flying solo. This is where social media engagement tools come in handy. They offer a unified dashboard, a central hub where you can view and respond to everything in one place. Think of it as your social media command center, keeping you in the loop and fostering the responsiveness your audience craves.
An engagement powerhouse that many notable brands use is Agorapulse. Its Social Media Inbox arms you with everything you need to manage all your organic and paid post comments, mentions, private messages, and reviews from a single dashboard. Imagine efficiently organizing, assigning, and labeling messages to track interactions effortlessly. Plus, you can manage ad comments, hide or delete negative ones, and receive real-time stats. That means no more missed messages—ever.
5. Optimize video content
The stats for video content are astonishing: millions of internet users tune into online videos daily. On YouTube alone, billions of hours of content are devoured daily. Humans are visual creatures, and video content captivates their attention with its digestible, engaging format. But with the vastness of video content, it can be overwhelming. Here are tips to leverage this powerhouse into your SMM strategy:
Tailor your content. Each platform is unique, with its audience, culture, and video preferences. Adapt your video to fit each one:
- Instagram Reels: Think short and punchy (under 60 seconds). Showcase product demos, behind-the-scenes glimpses, or snappy tutorials.
- TikTok: Go even shorter (15-60 seconds). Get creative with tools and effects for transitions and text overlays. Leverage trending sounds for visibility.
- YouTube: Dive deeper. This is your haven for in-depth content. Tell your brand story, offer tutorials, conduct interviews, or create a vlog.
- Facebook: Go live. Balance entertainment with information.
It's not just about length, though. Understanding your audience on each platform is vital. Tailor your video to resonate with them specifically.
Focus on quality, not just quantity. Don't compromise on production value. Invest in good lighting, clear audio, and engaging visuals. Even a short, high-quality video can leave a lasting impression, while blurry, poorly produced content can backfire. Two key aspects make or break your video: sound and presentation.
- Crystal-clear audio. Crackling sounds or muffled voices turn viewers off. Use a decent microphone or invest in basic audio editing software for crispness.
- Editing matters. Remove unnecessary pauses, add transitions, and create a polished final product. Invest time in basic editing techniques.
Think of each video as a mini-brand commercial. Quality, even on a budget, shows professionalism and respect for your audience.
Use video editing software. While you can technically go without, even free versions offer immense benefits. Editing software can:
- Enhance storytelling by trimming clips, adding transitions, and incorporating text for an engaging narrative that keeps viewers hooked.
- Create a cohesive brand identity with uniform intros, outros, logos, and color grading.
- Reach a wider audience by including captions and subtitles for accessibility.
- Save time using batch processing and project management tools to keep your content organized and readily available.
- Unleash your creativity by exploring your vision, developing editing skills, and preparing for future upgrades as your needs evolve.
There are several video editing software options to help you master the craft. For example, Filmora offers a Content Hub for video creation ideas, a Creator Hub to showcase your work, DIY Special Effects tutorials, and even Masterclasses for advanced editing.
Final Thoughts
Successfully navigating social media requires more than regular posting. Maximize your social media platforms using their features and built-in tools to boost your campaign. Use social media marketing platforms to streamline further and automate your processes. Think of your social platforms as the stage for your brand and your SMM platforms as the director's tools that help refine your message, analyze your audience, and tailor your content for maximum impact.
By tapping into the best practices above, you equip yourself with the tools to create a social media marketing strategy emphasizing engagement, creativity, and strategic insights. Experiment, track your results, and adapt your approach. The beauty of social media lies in its constant evolution.
