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  • Writer's pictureKatherine Merry

How do you make a good social media campaign?

Why is social media important for business?

Social media is important for business because it humanizes your organization. Providing more than a static website, social media platforms can elevate your organization’s online presence and create an ongoing dialogue about your services and industry. Recognizing the speed at which companies can use social platforms to reach target audiences, a growing number of champions in niche industries are using social media to connect with customers, industry partners, prospects and the communities in which they work. Structuring a social media strategy will help you connect with your audience and grow your business.

According to a Harris Poll on behalf of Sprout Social, 55 percent of consumers learn about new brands on social media. In fact, 77 percent of consumers are more willing to buy from a brand over a competitor after a positive experience with that brand on social media.

You can’t underestimate the role of social media in marketing. You are missing out on exposure and “word-of-mouth” opportunities if you do not actively exist where people are spending their time: on social media outlets.

Ready to create a social media campaign? Let’s take a closer look at what makes a social media campaign successful.

What makes a great social media campaign?

A great social media campaign is one that is creative and shows your organization’s “personality” and humanizes your organization. When promoting a campaign on social media, you want it to feel authentic to your brand.

Be the content you want to see

If nobody else in your industry is creating the type of content you want to see, create it yourself—and post often! Video is the most engaging form of online content and certainly a medium you should be taking advantage of in a social media campaign. Here are some tips for video content creation:

  • Just start! Capture video and post! Use your mobile device to take videos whenever you have an opportune moment. It doesn’t have to be complicated.

  • Maintain good resolution.

  • Short-form video content is gaining in popularity. Include shorter webinars and fireside chat formats into your video mix.

Humanize your organization
  • Find people in your organization who are not camera-shy and are willing to share their stories on your platforms. How did they get involved in the industry? What does a day in their life look like while on the job? What do they find fun, or exciting or fulfilling about their job?

  • Post about employees celebrating milestones, such as work anniversaries.

  • Share behind-the-scenes photos or videos (be sure all safety regulations are followed). While employees are accustomed to the equipment or processes they use daily, customers and laypersons may find them fascinating.

  • Find trends and relate them to your industry. (Remember how the construction industry got creative with the ALS Ice Bucket Challenge in 2014?)

What factors make a social media campaign successful?

You can measure a social media campaign’s success by its ability to raise awareness. When creating a new social media campaign, consider the goal and the audience. A common mistake in social media marketing is creating content and posting without giving any thought to these crucial elements of a social media campaign. Design your campaign’s content with a goal and an audience in mind – this begins with the platform you choose and continues through your campaign as you interact with your followers.

Reach people where they are

Consider this: Seven out of every 10 Americans say they use (or have used) social media, according to a recent Pew Research report. You know your customers are online, but where are they? What platforms are they using? YouTube and Facebook are the most widely used platforms among U.S. adults, while those under 30 seem to favor Instagram, SnapChat and TikTok. Of course, LinkedIn should never be discounted for professional networking.

We’re often asked by clients if TikTok is a good fit for their messaging. And in certain industries, even established platforms like Instagram are considered “emerging,” since many companies haven’t incorporated them into their social media mix. Incorporating a new social media platform depends on the organization, its audience demographics and where its audience is “hanging out” on social media.

If the desired audience is present, organizations shouldn’t be afraid of trying emerging platforms. For example, since younger generations are spending time on TikTok, this new short-form video platform can play a role in your recruiting efforts. While TikTok may not be a platform for your organization’s marketing key messages, it could be ideal for reaching the next generation of workers.

Is an emerging platform right for your organization? Here are some things to consider:

  • Get data about the platform.

  • Determine if the data aligns with the organization’s objectives and target audience.

  • If you’re trying to reach Gen Z or Millennials (and who isn’t needing to recruit the next generation of workers?), then TikTok and Instagram should be in your social media mix.

  • Instagram carousels can be a powerful tool for getting your organization noticed.

Use tags and hashtags

When posting about projects, partnerships or charity/community events you have participated in or sponsored, be sure to tag the other players involved, including project owners or event organizers. Tagging others will allow your posts to be seen by their unique followers, thus increasing your exposure. Hashtags are also useful to help categorize your messages and enable users to find your organization when searching for specific types of content. This is especially helpful for those in niche industries.

The following are some ideas for increasing engagement:

  • Tag other organizations and people whenever possible and as often as possible.

  • Use hashtags and incorporate the most popular hashtags for the subject. Check out online resources like to locate trending hashtags.

  • Create an engagement campaign. There are many examples of fun and successful engagement campaigns. One simple way is by hosting an online photo contest for social media followers to share a unique image with a special hashtag for the contest’s theme.

Need help creating a winning social media campaign? AOE can help you craft a social media strategy approach to reach your audience and deliver messages that will generate results. Reach out today and let’s discuss your ideas!


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