In short, there\u2019s so<\/em> much more to consider if you want to create a robust social media marketing campaign that\u2019s as impactful as it is effective.<\/p>\n Luckily, I\u2019m not here to tell you how<\/em> to run a social media campaign. I\u2019m here to tell you what <\/em>you should lean on \u2014 from tools to tactics \u2014 to make your next one a standout sensation. Keep reading to get everything you need (and then some) for your next social media glow-up.<\/p>\n Table of Contents:<\/strong> <\/a> <\/p>\n Although a successful social media marketing campaign can be defined by one sentence, I would argue that its contents can\u2019t be.<\/p>\n In the next section, I\u2019ll explain in depth what scroll-stopping social media marketing campaigns entail and provide some eye-opening stats that will hopefully inform how you approach your social media marketing moving forward.<\/p>\n <\/a> <\/p>\n As I mentioned, the social media landscape has completely<\/em> changed over recent years.<\/p>\n Over the last year, between algorithm updates, new platform launches, and shifting audience expectations, it\u2019s clear that social media folks need to not only pivot but \u2014 and don\u2019t come for me \u2014 also consider potentially<\/em> deconstructing what content planning looks like.<\/p>\n Before I jump into how these shifts could directly impact your brand, I\u2019d like to elaborate on what I mean by all this. Here\u2019s a short breakdown:<\/p>\n Now, I\u2019m sure a couple of those truths were probably difficult to swallow, especially all at once, but they\u2019re necessary \u2026 if growth is the goal.<\/p>\n If you want to know what it\u2019ll take to adapt your social media campaigns and strategy for where the future of social is headed, take a look at the list of recommendations I put together below:<\/p>\n Social media marketing is becoming more and more video-centric; now that video\u2019s rise has arrived, it\u2019s not going anywhere.<\/p>\n HubSpot\u2019s 2025 State of Social Media Trends Report<\/a> revealed that YouTube adoption has grown 65% <\/strong>in the last year. And, according to more<\/em> data from the report, 83%<\/strong> of marketers feel comfortable posting on YouTube.<\/p>\n However, video strategy doesn\u2019t start and end with YouTube. Check out how B2C and B2B marketers (and their dollars) are showing up across various video platforms:<\/p>\n Social media marketing campaigns in 2025 are all about getting granular. As social media audiences develop preferences for how they want to engage with and receive content across different platforms, brands must shift and accommodate where their viewership and consumership will be and how to capture folks\u2019 attention.<\/p>\n That said, as you develop a social campaign strategy, consider tailoring your approach for these top social media channels:<\/p>\n Now, although YouTube, Instagram, and TikTok take the top three slots for where brands are showing up, keep in mind that there are niche audiences on other channels. LinkedIn, Substack, Threads, Bluesky, even Facebook, are close runner-ups, so don\u2019t write them \u2014 or what they can do for your social strategy \u2014 off completely.<\/p>\n If you want your social media marketing campaign to thrive and survive any algorithm, you must grow an audience that believes in every piece of content you create. This starts with slowly cultivating a real community.<\/p>\n Don\u2019t believe me? Peep the stats from State of Social Trends<\/a> below:<\/p>\n Ultimately, audience building goes a long way in establishing trust and long-term loyalty. If you\u2019re not invested in the people who make your brand successful, they won\u2019t be invested in what it offers.<\/p>\n Search isn\u2019t dead, it\u2019s just gotten more social.<\/p>\n When you embark on the research phase of building out a social media marketing strategy (more on this later), you should consider two things: 1)<\/strong> how your brand is showing up in social media search results and 2) <\/strong>how you can leverage social search to get the answers you need, to make your social media marketing campaigns stronger.<\/p>\n State of Social Trends<\/a> uncovered that 89% <\/strong>of marketers agree that optimizing content for on-platform search is important to their social strategy. Plus, 84%<\/strong> of marketers agree that consumers will search for brands on social media this year.<\/p>\n If anything, these numbers should reinforce that social search isn\u2019t just an alternative to traditional search engines; it\u2019s just an essential element to understanding how folks perceive your brand\u2019s offerings and how they rank against others.<\/p>\n I hate to break this to you, but \u2026 your next social media campaign strategy cannot prioritize only one content type. No more image-only feeds or motivational posts with curated cursive copy. Ditch \u2018em.<\/p>\n Here\u2019s the data from HubSpot\u2019s 2025 State of Marketing Report<\/a> to underscore my strongly written plea for content variety:<\/p>\n Clearly, audiences are asking for personalized content and to see a brand\u2019s true colors. Therefore, brands and social media marketers should give them what they want. Otherwise, they risk getting left behind (and losing some crazy ROI).<\/p>\n Lastly, if you\u2019re not leveraging AI in your social media strategy, you\u2019re seriously missing out on ways to scale and streamline your social marketing campaign efforts. HubSpot\u2019s State of Social Trends Report<\/a> shared the following stats about how marketers are bringing in AI to enhance content creation and performance:<\/p>\n <\/a> <\/p>\n There are so many ways to create a successful social media marketing campaign. Of course, your plans will vary based on industry, social media platform, and campaign type. Still, no matter how niche your brand is or what audiences you\u2019re hoping to convert, never underestimate the power of taking it back to the basics.<\/p>\n That said, here are a few foundational tips I suggest keeping in your back pocket to guide the creation of your next social media marketing campaign:<\/p>\n In the planning stages of your social media marketing campaign, you have to consider your competition. It\u2019s non-negotiable.<\/p>\n When it comes to outshining your competitors on social, I follow one philosophy: what you\u2019re doing is no better than what they\u2019re doing until you do some deep diving to understand what\u2019s oversaturated and what\u2019s actually<\/em> resonating.<\/p>\n Start with completing a SWOT analysis<\/a>, then do some lurking on social (Reddit and TikTok will likely have the honest perceptions you\u2019re looking for), then, finally ask yourself the following questions:<\/p>\n By taking a step back and asking yourself these questions, you can determine how to make your campaign unique. But don\u2019t stop there. Look for inspiration elsewhere, too.<\/p>\n If your competition isn\u2019t on social media, you\u2019re not a fan of their previous campaign style, or you have an exceptionally special business, look for other campaigns that inspire you and determine how you can apply elements such as a similar style, level of engagement, aesthetic, or a specific message to your campaign.<\/p>\n Next, you\u2019ll want to craft your campaign strategy. To determine your campaign strategy goals, you should work with data \u2026 not just any data, though. The data you\u2019ll want to use should come from the following steps:<\/p>\n Think about these questions:<\/p>\n Ensuring your content and messaging appeal to your target audience should always be your top priority. In fact, it\u2019s a vital rule while developing your social media marketing campaign.<\/p>\n Never forget who you are trying to connect with and why<\/em>. If you miss the mark, your audience won\u2019t just notice, they\u2019ll scroll right by your social posts and lose interest in your campaign altogether.<\/p>\n Here are some ways to appeal to your target audience on social media:<\/p>\n Remember what I said earlier about social media marketing becoming increasingly reliant on multi-content execution? At this stage of cultivating your social media marketing campaign, you should start zeroing in on the types of content you\u2019ll need to create.<\/p>\n To determine your content types, you have to first consider the why<\/em> behind your campaign creation. Here are some traditional instances in which your brand and\/or company might create a social media marketing campaign:<\/p>\n Then, consider which content type should be used on what platform. For example, if your campaign uses a lot of still photography, Instagram might be the platform for you. If your campaign requires live streaming and want to share longer videos, TikTok might be a good option. And if you want to release shorter bursts of information, Threads or Bluesky could be a good fit. Think about what each platform is best for and go from there.<\/p>\n Pro tip: <\/strong>One of the best use cases for AI is repurposing your existing content into other formats while keeping a cohesive voice and message.<\/p>\n Personally, I think HubSpot\u2019s Campaign Assistant<\/a> is great for reusing and recycling content. It allows you to input your key messaging and CTA, then creates coordinating Instagram, Facebook, and Google ad copy without the heavy lifting (aka rewriting the same thing over and over across platforms).<\/p>\n No matter why you\u2019re creating your campaign, you\u2019ll probably be interested in knowing your campaign\u2019s level of success. But to make any conclusions about your success, you\u2019ll need metrics to measure and monitor throughout your campaign.<\/p>\n A popular way to do this is through a metric tracker such as Google Analytics<\/a> or HubSpot\u2019s social monitoring and metric tracking<\/a> tool. This type of concrete data will provide you with information like:<\/p>\n Now it\u2019s time to start sharing your campaign and promoting your content. Check out some of the following techniques for promoting and sharing your content (I included some examples, too):<\/p>\n You should start by promoting one message on multiple platforms using content that fits the chosen platform. By consistently sharing the same message across your campaign, your followers will hear the same information repeatedly, allowing them to retain your message.<\/p>\n Marketing campaigns have proven that messages are most effective when repeated. Repetition results in familiarity, which fosters trust between your audience and your message, brand, and product. Redundant messages stick.<\/p>\n Your followers will<\/em> notice if you\u2019re constantly pushing promotional content on them. By balancing promotional and non-promotional content, your followers will perceive you as helpful and want to engage with you more.<\/p>\n In short, this is about your followers not feeling pressured or pushed into becoming a customer (because no one wants to be pressured into a sale, y\u2019all). You will be most effective if you provide your followers with promotional content balanced with content they find enjoyable, like funny or light-hearted UGC.<\/p>\n Create an aesthetic for your campaign that matches your brand. Now, you want this to be unique. Anyone who lands on your page should know<\/em> it\u2019s yours without reading your profile handle.<\/p>\n When I think about aesthetic done right, I immediately picture Rhode Skin<\/a>, Hailey Bieber\u2019s \u201cclean girl\u201d skincare and makeup brand.<\/p>\n Rhode does visually-pleasing content exceptionally well. From curated color palettes to soft, dreamy concepts, Rhode creates Pinterest girly-inspired content with a twist. 99% of the time, that \u201ctwist\u201d is always a surprise.<\/p>\n Sometimes, the twist is food marketing; other times, it\u2019s a contemporary 80s glam revival. Audiences never know what\u2019ll come next, and that\u2019s the fun part. Scroll through the screenshots below to see what I mean:<\/p>\n Source<\/em><\/a><\/p>\n Source<\/em><\/a><\/p>\n My point is this: being unique and authentic helps you stand out. It also gives people a reason to want to follow you over your competitors. Regardless of how you choose to stylize your content, it needs to feel cohesive, fun, and connected back to your brand\u2019s offerings.<\/p>\n Say it with me now: No matter how many followers your brand may have, you should always set aside time to nurture your online audience. This means:<\/p>\n Engaging with your followers, even in small ways, signals that you care about them beyond vanity metrics; that they\u2019re not another number. Moreover, you cultivate relationships and experiences that keep followers invested in your brand by showing up for them consistently.<\/p>\n All major social media campaigns should have a hashtag that should be the same across social platforms; here\u2019s why:<\/p>\n For example, Black-owned and Gen Z consumer-focused skincare and beauty brand, Topicals<\/a>, has a newly-launched (but already buzzworthy) social media campaign called Faded Fortune. Faded Fortune may have been born through social, but its success is connected to IRL, one-night-only brand experiences, thus its impact extends beyond the digital space.<\/p>\n Source<\/em><\/a><\/p>\n Additionally, Topicals\u2019 campaign hashtag for Faded Fortune is, fittingly, \u201c#FadedFortune.\u201d It\u2019s straightforward, simple to remember, and deeply connected to the brand\u2019s in-person activations \u2014 as well as the guaranteed high-energy fun that consumers can expect from attending.<\/p>\n Additionally, Faded \u2014 a skincare serum and facial cleansing bar designed to brighten acne scarring \u2014 is one of Topicals\u2019 core product offerings, so this campaign directly links the concept back to what they sell, grounding consumers in their brand narrative and a niche product-focused experience.<\/p>\n Source<\/em><\/a><\/p>\n Although creating engaging content and interacting with your followers may be time-consuming, there is a way to schedule your campaign posts ahead of time. (And, if I\u2019m being totally honest, every social media marketing person is doing some<\/em> form of pre-scheduling anyway. It\u2019s part of the workflow.)<\/p>\n Tools such as Hootsuite<\/a>, Sprout Social<\/a>, and CoSchedule<\/a> allow marketers to schedule posts with text, photos, videos, hashtags, and more. Plus, some of these scheduling tools \u2014 like HubSpot\u2019s Social Media Management Software<\/a> \u2014 contain analytics features to help users determine which scheduled posts are doing well and which posts need to be modified.<\/p>\n HubSpot\u2019s 2025 State of Marketing Report<\/a> highlighted that 21% of B2C brands<\/strong> are leveraging live streaming as a part of their content strategy. With live streaming, audience members can watch content in real-time from anywhere around the world, which creates a golden opportunity for brands to expand their reach to new countries, demographics, and customer segments.<\/p>\n TikTok Live<\/a> is one of the most popular ways to stream live content, followed by other platforms such as Instagram and YouTube. You can use live streaming to demo products for your followers, conduct giveaways and contests, interview guests and influencers<\/a>, or simply make customers feel personally connected to your brand.<\/p>\n Ultimately, the way you promote your content is your decision, but don\u2019t forget to test and analyze your results. By keeping a close eye on your performance, you’ll know if any immediate changes can or should be modified while the stream is still live. Additionally, you can also apply your findings to future campaigns.<\/p>\n![\"Download](\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/5effd942-8317-40c2-86c5-7af4169660ea.png\")
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What makes a social media campaign successful?<\/h2>\n
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<\/p>\n1. Investing in Video<\/h3>\n
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2. Channel-specific Strategies<\/h3>\n
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3. Long-term Audience Building<\/h3>\n
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4. Leaning on Social Search<\/h3>\n
5. Having a Diverse Content Mix<\/h3>\n
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6. Leveraging AI<\/h3>\n
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How to Plan a Social Media Campaign<\/h2>\n
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<\/p>\n1. Start with researching what\u2019s working (or not).<\/h3>\n
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2. Craft a strategy that\u2019s informed by multi-channel insights.<\/h3>\n
Find your target audience (across every platform you post on).<\/strong><\/h4>\n
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Choose your content types and format.<\/strong><\/h4>\n
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Manage the results of your campaign strategy.<\/strong><\/h4>\n
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3. Don\u2019t just post your content \u2014 promote it.<\/h3>\n
Promote one message throughout your campaign.<\/strong><\/h4>\n
Balance your promotional and non-promotional content.<\/strong><\/h4>\n
Ensure your content is unique to your business.<\/strong><\/h4>\n
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<\/p>\nEngage with your audience regularly.<\/strong><\/h4>\n
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Create a unique hashtag for your campaign.<\/strong><\/h4>\n
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<\/p>\nAutomate your content with scheduling software.<\/strong><\/h4>\n
Use live streaming to your advantage.<\/strong><\/h4>\n
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