The term social media marketing consists of two combined words: social media and marketing. Marketing is a collective name for the activities that ensure that a certain product or brand gains greater brand awareness. Advertising can be made through various channels and if done properly it will increase the company’s turnover. Social media is a collective name for online platforms where the users provide the content without interference. Social media marketing therefore means marketing via social media channels. But why via social media?
Nowadays almost all companies choose social media marketing as their main strategy. In contrast to advertising via billboards or advertisements on TV, marketing via social media platforms is generally much cheaper and more effective. With social media, the content is provided by the users, which means that the companies themselves are also counted among the users. There are a huge number of social media platforms that billions of people actively use every day. If a company has a good marketing plan, it can therefore greatly increase the reach. Content marketing then fits in well with the social influence of your campaign.
Of all social media platforms, Instagram is the favorite in terms of social media marketing. Instagram alone has hundreds of millions of active users. Marketing can be actively done through a business account by posting messages at the right times and getting lots of likes and reactions. What the right days and times are and what kind of posts get the most response can be traced by research. If posts on for example Instagram meet certain conditions, the Instagram algorithm will post the post on the feed of many people. This is beneficial because it increases your reach and may result in new buyers.
New type of marketing: Influencers
The use of influencers in social media marketing has been an emerging trend in recent years. For example, the Finnish brand Iittala sometimes invites influencers to show the new collection. By means of a brunch or something else fun, these influencers, who are already fond of the brand, can get to know the new products. As a result, photos and messages from their brunch and the new Iittala stuff pop up everywhere on their social media accounts. In this way a brand can (temporarily) use the sometimes millions of followers of influencers. In fact, the influencer’s range is temporarily borrowed.