Social Media Marketing Tactics

Nadica Naceva
Last Updated:

There are over 5 billion social media users in the world, and most of them use 6+ social media sites every month. With such widespread use of these platforms, it's a given that social media marketing is a part of every business's overall marketing strategy.

But there's a catch: simply having a presence on social media is not enough. Businesses must leverage several tactics to make their social media presence actually count and drive results.

Since these tactics keep changing with audience interests and platform algorithms, staying on top of them can be tricky. In this guide, we'll take you through some social media marketing tactics that will keep you relevant for some time to come. 


What Are Social Media Marketing Tactics?

In marketing, a ''tactic'' is an action you take. It could be as simple as automating posting on your social media or as complex as building a chatbot to handle customer interactions.

The aim of social media marketing tactics is to help meet your objectives. For example, if your primary goal is to increase brand awareness, a tactic you could use is influencer marketing. 

Basically, you collaborate with ''influencers,'' social media users who have a considerable following, and ask them to promote your products or services.

Another example of a social media marketing tactic is using hashtags. Hashtags help to categorize your posts and make them more discoverable to a wider audience.

For example, Apple's #ShotoniPhone hashtag has nearly 30,000,000 Instagram posts. 

Shot on iPhone hashtag campaign


 Top Social Media Marketing Tactics for Businesses to Adopt

While all these social media marketing tactics are impactful, you don't have to dive in all at once. Instead, you can start with one or two, and then gradually incorporate more as you see fit for your business. 

Storytelling isn't an art limited to authors or filmmakers. Social media has given businesses an excellent platform to tell their stories. 

Every brand out there is posting about its products. They're making video testimonials and posting stories about their journey. 

How do you stand apart from the crowd? By telling compelling stories

People are more likely to remember a good story than they are to remember an advertisement. You can use this to your advantage. 

However, don't make your stories just about your products. Instead, make customers and social issues a part of these stories. 

Jay Bayer, the author cum marketing strategist, says, "If your stories are all about your products and services, that's not storytelling. It's a brochure. Give yourself permission to make the story bigger."

Humans of New York's Instagram account is an excellent example of storytelling done right. The account features real people and their stories, creating a strong emotional connection with the audience. 

View post on Instagram
 

Another way you can use storytelling is to make your product the main appeal. Peter Guber, the CEO of Mandalay Entertainment, explains, "A great salesperson knows how to tell a story in which the product is the hero." 

A good example of this approach is Airbnb. The brand encourages hosts and travelers to share their unique properties and memorable experiences. 

They're not simply sharing pictures of random places, but they're creating a narrative around the properties and their hosts. These are not Airbnbs located in a busy suburb but really unique properties like a log cabin, a carriage house in Denver, a greenhouse, an igloo, or a secluded tree house.

View post on Instagram
 

Who's the hero in this story? The Airbnb property, which is Airbnb's product. 

You can also engage in storytelling using a brand mascot. Aflac's duck, Geico's gecko, Duolingo's owl, and Michelin Man are all memorable brand mascots that have been part of successful storytelling campaigns. 

The Aflac Duck has its own Facebook page with 693k followers, where the brand posts informative and promotional content to show followers how its health insurance plans can help protect them and their families. 

Aflac Duck Facebook page

You'll see the brand using a lot of duck-related puns and duck-y graphics, but the underlying message of protecting your loved ones is always present. 

The same is true for the brand’s Instagram page, too. Notice the consistency in storytelling across all channels. That’s what maintains brand familiarity in your target audience.

View post on Instagram
 


Many social media experts will tell you that you need to post at least a certain number of times every day or week, but the truth is, it's not a one-size-fits-all approach. 

Each brand has its own target audience and social media strategy. Also, it's not always possible to post something every day on your six or seven platforms. 

According to the Sprout Social Index, 74% of social media consumers think it's right for brands to post once or twice a day. But it's not just a matter of posting whatever you want, whenever you want. 

You should have a social media calendar that outlines when and what type of content you'll post. In the same Sprout Social survey, it was found that of the most memorable brands on social media, 38% prioritize original content rather than trendy topics.

However, whatever you post has to be timely. 

A social media calendar helps you accomplish this. It's even better if you use a tool that allows you to create a calendar and automate post-scheduling

For example, Buffer has a simple social media calendar tool to schedule your posts for all platforms. It can also automate your posting schedule, so you don't have to manually post every day. 

Buffer interface

Buffer also offers suggestions on the best time to post. The information is based on your particular audience so you can reach them at the optimal time. 

But if you only need a calendar template, you can use the free one from HubSpot


It can be pretty disheartening to spend time and effort on creating an awesome social media post only for it to get 20 likes and no comments. Often, it's not the content of your post that's the problem but rather the time you chose to publish it. 

Think about it. If you post at a time when most of your audience is asleep or busy with work, they're not likely to see your post. 

So, how do you know when is the best time to post? 

Again, this is where data and analytics come in. Platforms like Facebook and Instagram show you when your audience is most active. You can post during these times to increase the chances of your posts getting their due engagement. 

Some industry benchmarks and research-based data also suggest optimal posting times for different platforms. 

Instagram

Buffer's analysis of over 5 million posts shows that the best time to post on Instagram is 7 am to 8 am on weekdays. Mondays and Fridays are the best days if you want to get more eyes on your posts. 

Best time to post on Instagram / Buffer


LinkedIn 

If you're planning to post on LinkedIn, Thursdays and Fridays are the best days. Post between 9 to 5 pm on weekdays. 

Best day to post on LinkedIn / Buffer


TikTok

For TikTok, Buffer found 4 pm to 5 pm mid-week to be the best time to post. Buffer reports, "The best times to post on TikTok are 2 pm on Mondays, 4 pm on Wednesdays, and 8 am on Sundays." 

Buffer / Best time to post on TikTok

While TikTok posts fare well on most days, Tuesdays are the most favored day, Saturday being the least. 


Facebook

Your Facebook post should be up at 10 am on a Friday for best results. Besides Friday, Monday and Tuesday are optimal times. 

Best time to post on Facebook

When looking for the best time to post, it's important to keep in mind your target audience and their time zones. For example, if your audience is primarily located in a different time zone than you, schedule your posts accordingly. 

For example, most of the audience in the US is in the Eastern and Central time zones. So, you should base your posting schedule on these time zones. 

US Time zones


Shareable posts tend to get more engagement since people are more likely to repost or share them with their network. So, what makes a post shareable? 

Good visuals. 

Canva is your best buddy in this regard. Create infographics or informative visual posts that your followers are likely to interact with and post on their stories. 

Canva social graphics templates

Adding a fun factor to your posts also makes them shareable. For example, people love to repost memes. 

So you can add a bit of humor to your posts. Maybe even add a pop culture reference in there. That's bound to get people to engage. 

Take this post from Minecraft as an example. It's a meme with an in-game reference. The post has over 377,000 likes and 1,100+ comments. 

View post on Instagram
 

Lyft also does a great job of creating shareable posts. The ride-sharing service posts relatable and humorous content on its Instagram account that gets comments and shares. 

View post on Instagram
 

Every social media platform has a different convention for what classifies as shareable. On Instagram and TikTok, it's trendy stuff and humor, whereas on LinkedIn, it's professional content. 

You have to adapt to the norms of every platform. 

Take Free People's social media accounts as an example. 

On TikTok, the brand posts influencer collaborations and user-generated content (UGC). Since video content is dominating on TikTok, high-quality videos are more likely to get shared and reposted. 

Free People TikTok account

If you head over to its Instagram account, you'll see more product features and lifestyle content. Aesthetics are the key to Instagram success. 

View post on Instagram