Social media marketing
MarTech is your source for social media marketing content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
Social media is one of the most powerful marketing channels. Social platforms enable word-of-mouth, brand authenticity, brand trust, community and more. All of this comes with a degree of brand risk because it is very easy to stumble given the speed with which information travels on social media. More established platforms have also become more pay-to-play. Meanwhile, organic engagement is growing on newer platforms, especially through the use of influencers, allowing marketers to reach new generations of customers.
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A marketer’s guide to Reddit
The 20-year-old social media platform is a hot topic now. Here's what you need to know about it get the most for your marketing dollar.
How to market in the age of outrage
At a time when everything and anything is potentially controversial, some brands are speaking up and some are shutting down. Both approaches are risky.
Google announces upcoming GA4 features
The company promises cross-channel reporting and budgeting, a dedicated AI engine and support for the Chrome Privacy Sandbox.
Spotlight on the expert: Shama Hyder
Shama Hyder talks about being at the start of social media marketing, how to adapt to a world of "dark social," and the industry's data delusion.
Is the digital marketing grass really greener in walled gardens?
From data richness to transparency concerns, dive into the world of walled gardens and their role in modern digital advertising.
Women’s sports marketing set for take-off
With the Paris Olympics going gender-equal and the WNBA smashing audience records, women's sports marketing is ready for its spotlight.
Show, don’t tell: How storytelling leads to lasting brand impact
Here’s how incorporating storytelling into your branding and messaging increases trust, empathy and bottom-line results.
How would a TikTok ban impact influencer marketing?
A ban would hurt some influencers and the brands they work with. It could also be a big opportunity for existing and new social media platforms.
Marketing artificial intelligence (AI)
Meta rolls out genAI features for advertisers
Current and upcoming tools in Ads Manager’s Advantage+ creative suite aim to cut down on creative production time for scaled-up campaigns.
What can a potential U.S. TikTok ban teach marketers?
Brands must prioritize owned marketing assets like websites and blogs to maintain control over their narratives and customer connections.
Video ad spend expected to rise 16%, surpassing linear TV this year
IAB's Video Ad Spend study projects $63 billion in video ad spending with more going to digital video than linear for the first time.
What marketers need to know about the TikTok ban
The biggest problem with the new law? It doesn't protect American's data and leaves marketers with 16 states' different privacy regulations.
As lead gen grows on social media, marketers discuss what’s working
Social media lead gen products are backed by machine learning and vast amounts of data. How effective are they?
Meta advertisers: Glitchy automated system pushing sales down and costs up
Brands claim that ongoing issues with Meta's algorithm are significantly impacting campaign performance across its platforms.
YouTube adds new shopping features to increase seller revenue
The new features include the ability to curate product lists and quickly tagging videos across creators' entire library.
Hootsuite to acquire social analytics company Talkwalker
New offering will combine social media campaign management with analytics powered by Talkwalker’s Blue Silk GPT genAI technology.
LinkedIn introduces CTV ads for B2B campaigns
LinkedIn CTV Ads allows B2B marketers to scale campaigns with partners, including Paramount, Roku and Samsung Ads.
Why influencer marketing is critical in B2B
Get actionable tips for finding industry experts, ensuring value alignment and amplifying influencer content across channels.
Marketing artificial intelligence (AI)
Social media KPIs and frequency: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: the best KPIs and optimal frequency for social media.
EU launches investigations of Alphabet, Apple and Meta
The first allegations of non-compliance with the Digital Markets Act target three tech giants.
Meta announces major updates to Advantage+ and Shopping Ads
The updates aim to help marketers create ads that make consumers feel more confident about making a purchase
The B2B CEO’s social media checklist
Gain insights on transforming social media from a tactical afterthought to a strategic revenue driver for B2Bs.
Reddit testing new tools to help brands boost engagement
Businesses that sign up for the Reddit Pro trial will have access to AI-powered insights, enhanced performance analytics and more.
LinkedIn restores service after global outage
It's the second outage suffered by a major social media platform this week.
Meta suffers major outage at Facebook, Instagram, WhatsApp and Threads
What the company is calling a "glitch" kept more than 500,000 users across the world from accessing the tech giant's platforms.
The zero-sum game of social media: When going viral spells disaster
What used to be a promising domain for growth and creativity has degraded beyond repair.
How influencers and content creators are reshaping brand strategies
Connecting with creators and influencers can boost brand visibility. Tap into this strategy to build trust and engagement with your audience.
How social listening can be a B2B content marketing goldmine
Tap into social conversations to make your B2B content strategy less risky and more relevant. Let your audience's own words guide your content creation.
B2B content marketing: Driving success through strategic content creation
B2B content marketing has emerged as a powerful tool for businesses to engage, educate, and convert their target audience.
5 Super Bowl LVIII takeaways for marketers
Who the winners were during the Big Game — on streaming, social media and audience engagement.
Traackr partners with Snap to boost influencer relationships
The influencer marketing platform will give brands direct access to the Snapchat creator community.
Why now is the time to pay attention to micro-communities
Users crave more private, exclusive communities — and it’s a golden opportunity for marketers to connect in a new meaningful, insight-driven way.
Current trends in marketing and data have deep roots
Macro-trends identified in the latest Winterberry Group Outlook presentation have roots in the recent past.
Top 5 strategic trends for social media marketing in 2024
From leveraging AI to dominating social commerce, learn the top five trends set to shape social media marketing success in 2024.
Salesforce’s full-funnel approach to social media
Social listening and analytics inform the company’s growing social media team on how to engage customers and streamline customer care.
How ThriftBooks uses data insights, loyalty and experience to drive ecommerce sales
The independent online bookseller used year-round ecommerce strategies to grow sales 20% over the holidays.
Navigating the creator economy: Strategies for brands and marketing teams
Tap into the $100 billion creator economy through strategic influencer partnerships.
2024 Predictions: Social media’s evolution
Are consumers cooling to social media or are they willing to engage? Here’s where marketers will commit their efforts in the year ahead.
Celebrity influencers are a turnoff for some consumers
While influencer marketing is booming, new research suggests it might be a turnoff, especially for older, more valuable customers.
10 top marketing podcasts for 2024
Here are 10 marketing podcasts that will give you practical tips and the inside scoop on everything from AI to social to content and beyond.