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Social

In today’s society, social media has become a permanent fixture of modern life. It is mainly used for communication and connects people all over the world. The emphasis is on the word “social” because this digital form of interaction lives off people sharing and receiving information. Whether TikTok, Instagram, or Facebook, social media platforms offer a multitude of possibilities for digital interaction, making them extremely interesting for companies, too. Social ads: the marketing strategy of the future? Social media opens up enormous potential when it comes to marketing brands. Being so close to the target group not only generates leads, but also raises brand awareness. Around 90.4 percent of millennials and 77.5 percent of Generation X actively use ...

Social ads: the marketing strategy of the future?

Social media opens up enormous potential when it comes to marketing brands. Being so close to the target group not only generates leads, but also raises brand awareness. Around 90.4 percent of millennials and 77.5 percent of Generation X actively use social media. Instagram, Facebook, and other social media channels are therefore the ideal platforms for companies to reach their target group. Once the target group has been identified, a suitable social media campaign can be used to directly address prospective customers and encourage them to buy products or services.

Trust is key in social marketing

For social marketing to be successful, one thing is needed above all else: trust. If a company’s social media presence makes a credible, serious impression, it influences the purchasing decisions of prospective customers. The more a brand is presented in a way that is authentic and trustworthy, the better. To accomplish that, the way a company presents itself in its social media profile is crucial. If its goals and values are communicated openly in the profile, it conveys a sense of integrity to users and contributes to a positive brand image.

Social media: marketing with a strategy

To create an effective social media concept, companies especially need to take the following five points into account:

Social media analytics: For a brand to leverage its full social media potential, online surveys and analyses should be the tools of choice. The more information known about the target group, the more tailored the social marketing will be.
Social media goals: A post that doesn’t have meaningful content will not receive the desired amount of attention. In contrast, a post with a link to the relevant product will prove successful for a company active on social media platforms. If a brand wants to reach as many users as possible and ideally persuade them to buy something, social media goals need to be set.
Infotainment: For a lot of users, social media is mainly a source of entertainment. For a social ad to be successful, it is therefore all the more important to not only inform prospective customers, but entertain them as well. Whether in a video, photo, or an entirely different format, they want to see the product in action.
Interactivity: Social media lives off social interaction. By answering comments and sharing posts, a brand can communicate directly with users and demonstrate its authenticity. This builds trust among social media users and reinforces the loyalty of existing customers.
Evaluation of social ads: No social media campaign is perfect from the start. To optimize digital advertising, regularly evaluating social media strategies is essential.

Successful social media advertising for every platform

Whether Facebook, Instagram, or TikTok advertising, every social media platform has a different focus when it comes to spreading content. For example, mainly news is posted on Facebook, while TikTok is all about music videos. In Instagram marketing, photos and short clips are the recipe for a company’s success. Effective social marketing of a brand requires an in-depth understanding of the possible formats and various features of the platforms. A social media editorial plan can help marketing managers stay on top of their social media presence and manage the various posts better.

Social media: guidelines are a must

Social marketing is a powerful tool. However, as promising as social ads are in terms of financial success, they also come with some risks. Information spreads unbelievably quickly on social networking sites, so it is very important for a company to define its online presence and establish a code of conduct in the form of social media guidelines, and thus rule out that an employee’s ill-considered post will lead to a fiasco that causes problems for the entire company. Once the guidelines have been clearly formulated, there is nothing stopping the next Instagram or TikTok marketing campaign.

Business success through social marketing

Hashtags, followers, and reach: in the context of digital transformation, social media channels are becoming more and more popular, offering companies a wide range of marketing opportunities. Through close communication with the target group, social ads can be specifically tailored to customers on social networking sites. By embracing social marketing, companies – from e-commerce retailers to global players – will stay viable for the future.

A symbolic image of TikTok Shop: a smartphone as a storefront with floating gift boxes, shopping bags, and a pink background

TikTok Shop – What’s All the Hype About?

TikTok is no longer merely about dance crazes and lip synchs. With TikTok Shop, the platform has finally entered the e-commerce game – and caused a stir in the marketing industry. But what’s the real story behind the hype?

Social E-Commerce

4 minutes ago

Soccer ball hitting the net as a symbol for successful branding with LinkedIn and teamwork

Branding with LinkedIn: The Roles on the LinkedIn Playing Field and the Path to the Champions League

A DMEXCO column by Maud Schock, expert in personal branding and corporate ambassadorship, and Michael Schreck, social data analyst, on branding with LinkedIn.

Social Content

30.04.2025

A dark tunnel with LED lights symbolises Dark Social.

Shining Light into the Darkness: What Is Dark Social?

Dark social or dark traffic are terms that refer to untrackable online sharing. Check out our story about the secrets of web traffic and tracking to find out everything you need to know.

Social Data & Analytics

23.04.2025

What defines accessible content? A man looks at the world through a giant keyhole.

Accessible Content: What Do Content Creators Need to Know?

One of the aims of Germany’s Accessibility Improvement Act, which comes into force on June 28, 2025, is to make content accessible to everyone. As a content creator, you have a vital role to play. So, what do you need to know? Here’s an overview!

Customer Experience Transformation

17.04.2025

Artistic representation of the globe and paper people to celebrate Earth Day on April 22

Earth Day: Marketing with a Green Message

Earth Day takes place every year on April 22. Many companies use the opportunity to raise awareness of human-driven environmental destruction and climate change. Find out more about the initiative and how to make your Earth Day marketing authentic.

Sustainability & Green Economy Purpose Driven Marketing

04.04.2025

Study proves: Positive advertising environments enhance ad impact

Verena Gründel, host of DMEXCO, discusses a recent study on the impact of positive advertising environments.

Content Social

04.04.2025

Conscious marketing symbolized by a hand in a meditation position in gently graduating shades of blue and red to represent the search for a more conscious lifestyle.

Mindful Marketing: How Brands Stay Relevant in a Digital Detox World

In a world where many people are consciously cutting down on screen time, brands need to rethink their approach. This is where mindful marketing comes in: How can businesses communicate their messages thoughtfully and effectively without overwhelming their audience?

Consumers Brand & Brand Safety

20.03.2025

P2P marketing: a group of young people with smartphones in their hands

P2P marketing on social media: a new era of trust

The world of digital marketing is experiencing a paradigm shift. While influencer marketing is losing credibility, peer-to-peer marketing is growing in importance. The P2P economy poses new challenges for brands – and offers new opportunities.

Brand & Brand Safety E-Commerce

14.03.2025