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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Marketing on LinkedIn: What you need to know
Your guide to LinkedIn's tools, marketing strategies and best practices. Updated with information on the use of influencer marketing.
Marketing on Reddit: What you need to know
What you need to know about marketing on Reddit. Updated with details about the new hide ads feature, which lets users block an advertiser's content for a year.
Marketing artificial intelligence (AI)
Why ignoring consumers’ AI concerns is a costly mistake
There's a significant gap between how marketers and consumers feel about AI. Here's what to do about it.
B2B marketing on TikTok: What you need to know
Users continue to flock to TikTok, so far unconcerned about the platform's availability in the U.S. Updated with details about the huge drop in CPM.
A pair of lead gen providers have disappeared from LinkedIn
Two sales engagement platforms are gone from LinkedIn. Updated with comments from Apollo.io and G2.
The 3 pillars of real thought leadership
Real thought leaders don’t chase engagement — they create value. Here’s how to create content that actually matters.
How digital natives changed the game on legacy media
TikTok, YouTube and Substack have rewritten the rules of media, leaving legacy outlets scrambling to survive.
Marketing on Threads: What you need to know
Threads is proving to be a serious Twitter/X alternative. Updated with data that shows users moving to Threads as they diversify platforms.
5 common LinkedIn Ads mistakes and how to fix them
Are your LinkedIn Ads underperforming? You might be making these errors. Fix your targeting, ad formats, and measurement for better ROI.
3 reasons your paid social ads aren’t converting (and how to fix them)
If your social ads aren’t converting, your creative, targeting or landing page might be the culprit. Find out what’s holding you back.
How influencer marketing became an essential marketing channel
With or without TikTok, influencer marketing will live on because it's built on platforms where buyers spend their time.
What can marketers learn from the Savannah Bananas?
If you're trying to master social media, video and authenticity, you can learn a lot from the Bananas. Just don't bunt.
Meta ad spend up 15% last quarter as TikTok sees sharp drop
Despite the holiday blues, ad spending on TikTok was up 27% for the entire year.
How 3 companies are reinventing event marketing with SoLoMo
Create unforgettable experiences and boost event attendance by using a combination of social, local and mobile strategies.
Marketing artificial intelligence (AI)
Story-driven marketing campaigns: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Story-driven approaches to multichannel campaigns.
The marketing community reacts, as the clock runs out on TikTok (for now)
Social media, data collection, politics… It’s a soap opera for the 21st century and the finale is likely yet to come.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: January 16
GenAI companies have a problem: It costs more the more people use it. And OpenAI CEO Sam Altman says, "People use it much more than we expected."
IAB expects digital advertising growth to slow considerably this year
Lack of ad spending for the Olympics and elections cuts growth to 7.3%, down from last year's 11.8%.
Social media and influencers: 2025 predictions
Marketers will seek full-funnel engagement, comprehensive customer service and help from AI over social media platforms this year.
Free speech, Meta, data privacy and email: A delicate balance or a complete disconnect?
The growing divide in how to tackle moderation, misinformation and privacy regulation will have a profound impact on consumer trust.
Marketing artificial intelligence (AI)
Delivering large B2B marketing events: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: What marketing managers do to execute large marketing events.
Mobile’s growing role in holiday shopping
Shoppable TV ads and mobile wallets are winning a significant percentage of holiday purchases.
TikTok files challenge with Supreme Court
UPDATED: Supreme Court agrees to hear TikTok's challenge on Jan. 10, 2025, but will not block law in meantime.
How Gen Z values are changing marketing
Gen Z demands authentic, sustainable and community-driven marketing. Here’s how brands can meet them where they are.
Improving video to boost sales: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Tips and tools for using video to boost sales.
6 things to look for in a B2B influencer
LinkedIn research drills down on the traits to look for when selecting B2B influencers to work with.
TikTok launches AI video generation tool for marketers
Symphony Creative Studio turns product descriptions or URLs into video clips.
How TikTok is transforming brand advertising
Here’s how versatile ad formats, like search ads and Smart+, enhance visibility, engagement and ROI, transforming TikTok into a must-have marketing platform.
Reaching consumers in the age of AI: What you need to know about search and social media
Search still reigns supreme with consumers, but the cracks are showing as younger demographics increasingly use social media.
Behind the scenes of Betterment’s B2B brand awareness campaign
How the fintech company is using pro athletes to establish itself with businesses and millennials as a trusted, long-term financial partner.
U.S. FTC ban on fake, AI-generated reviews takes effect Oct. 13
The FTC wants to clean up fake reviews and fabricated social media followers. Let’s hope it’s got a big bucket.
How to balance ROAS, brand safety and suitability in social media advertising
Balance short-term profitability with long-term brand equity with a holistic approach to social media advertising.
TikTok Search Ads Campaign launches in US
Tiktok's keyword-based search ad solution allows brands to target users directly in search results, stepping up its competition with Google's ad business.
HubSpot unveils Breeze, its ‘complete AI solution’
Platform has personas for marketing, sales and service, as well as four bots and more than 80 other new features.
2024 elections playbook works for brands too
Brands can take advantage of contextual strategies and CTV to fuel their holiday push.
Meta to restrict data in Business Tools, impacting ad targeting
Data restrictions aim to enhance privacy, but may complicate ad targeting and potentially pause ads with highly targeted UTMs.
Foursquare introduces Sales Impact attribution features
The new offering combines location and purchase insights for mobile and multichannel campaigns.
Marketing artificial intelligence (AI)
How brands are using AI in Meta’s Advantage+ campaigns
Meta’s growing roster of AI-powered tools help Tuckernuck and Kitsch scale up creative and discover new customers in time for the holidays.
Intense election ad buying could upend brands’ holiday marketing plans
Brands have options when it comes to breaking through the political noise this fall. The biggest decision: get involved or stay out of politics?
Aflac’s approach to Gen Z engagement
How the widely-recognized insurance brand promotes omnichannel engagement for Gen Z and the rest of us.