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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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.
Marketing on Threads: What you need to know
Threads is proving to be a serious Twitter/X alternative. Updated to include news that Threads is rolling out scheduled posts.
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.
Marketing on LinkedIn: What you need to know
Here's our guide to LinkedIn's tools, marketing strategies and best practices. Updated with the new post-boosting lead gen tool.
Marketing on Reddit: What you need to know
What you need to know about marketing on Reddit. Updated with ad revenue increase that made the company profitable for the first time.
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.
Marketing artificial intelligence (AI)
Lead gen tactics for B2B: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Low-cost lead gen tactics.
Meta ad revenue up 22% in second quarter
The Facebook parent had a second quarter revenue of $39 billion. Zeta Global and Criteo are reported improved earnings.
Second quarter saw slowing ad spend on most platforms
While Amazon Sponsored Products, Facebook, Google search and Instagram all saw lower growth, YouTube was up 28% thanks to a big increase in impressions.
Acquisitions signal agencies are betting on influencer marketing
Looking for a sign that influencer marketing has truly arrived? Platforms that connect marketers with influencers are a hot commodity.
How marketers are leveraging the Olympics’ focus on women’s sports to drive engagement
Lessons from Coca-Cola, Procter & Gamble and Bose on keeping the consumer connection long after the games are over.
TikTok tightens restrictions on teen ad targeting, boosts AI transparency
TikTok now has stricter teen ad targeting rules and has also made it easier for advertisers to comply with AI disclosure requirements.
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?