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 Reddit: What you need to know
What you need to know about marketing on Reddit. Updated with details on the latest updates to Reddit Pro.
Marketing on LinkedIn: What you need to know
Your guide to LinkedIn's tools, strategies and best practices. Updated with info about LinkedIn's simplified way to scale creators and video.
B2B marketing on Instagram: What you need to know
For B2B marketers in 2026, the question is no longer whether Instagram is relevant — it’s how to use it strategically. Here's our guide to doing that.
What TikTok gets right about attention and what email overlooks
TikTok forces creators to earn attention in seconds. Email marketing needs to do the same.
Companies aren’t looking for storytellers. They’re looking for meaning.
Companies are struggling to make sense of what their stories mean, to whom and why it matters.
7 tips for building a B2B social presence that actually works
Social isn’t a dumping ground for webinars and white papers. Here’s how B2B brands should rethink how they show up.
B2B marketing on TikTok: What you need to know
TikTok is a vital tool for B2B marketers to connect with their customers. Updated with details on TikTok's new US-based ownership.
How to write great copy for every channel
Compelling copy makes a world of difference in driving results from your marketing campaigns. Here’s how to craft copy for emails, social posts, web pages and more.
Meta announces lead gen product upgrades for ‘Q5’ (yes, you read that right)
Meta announced new lead gen capabilities this week, looking to drive business during the post-holiday period, when rates fall as advertisers pull back.
How to build enterprise influencer marketing programs
Influencer marketing isn’t just for DTC brands. Learn how enterprises can partner with industry voices, scale campaigns, and drive measurable ROI.
The TikTok-fueled shift B2B marketers can’t afford to ignore
As Gen Z turns digital fluency and economic pressure into influence, brands are learning to meet audiences where trust and commerce converge.
Salesforce Marketing Cloud enters the agentic era
Meet Agentforce Marketing, a far cry from what marketers had available 25 years ago, when its ancestor was launched.
Your apps and social channels depend on email more than you think
Apps churn and social trends fade — but email endures. Learn why scaling customer trust and loyalty still starts in the inbox.
U.S. online holiday shopping expected to hit a record $253 billion
Adobe predicts mobile, AI-powered shopping and social media to drive the season’s biggest shifts in consumer behavior.
Marketing artificial intelligence (AI)
The must-have social media tool for multi-location brands in 2026
Learn about Rallio, the latest in AI-powered social media tools, igniting online visibility.
Marketing artificial intelligence (AI)
Top ways to use Zapier MCP server and LLMs to boost marketing performance
Zapier’s MCP server connects LLMs to thousands of apps, making marketing automation smarter and more efficient.
Why social video spend gets lost in reports — and how measurement standards fix it
If answering "How much are we spending on social video?" takes hours, your measurement is broken. Smarter standards make spend clear and reporting easy.
What to expect from social commerce during the upcoming holiday shopping season
TikTok Shop showed social is now the storefront and creators are converting. Are you ready to close the sale?
Klaviyo acquires Gatsby to improve social commerce insight
Social drives discovery, but data often gets lost. Klaviyo broke out the checkbook to help fill that gap.
LinkedIn wants to be the TikTok of business — will it work?
With video surging and organic reach falling, LinkedIn is shifting toward a TikTok-style model. Can it still serve business users?
B2B marketing on X: What you need to know
The advertisers are back, thanks to Elon Musk's relationship with President Trump. But the audience never left -- and that includes B2B buyers.
Marketing on Threads: What you need to know
Threads is proving to be a serious Twitter/X alternative. Updated with the news that Threads is catching up to X in terms of mobile users.
Diversity and inclusion in marketing
Brands’ retreat from Pride costs them credibility
Consumers across the political spectrum lose faith in brands that flip-flop on political issues.
Do LinkedIn videos work better than blogs? Here’s the data
Video may boost impressions on LinkedIn, but does it drive business impact? This 90-day test reveals what really works and what doesn’t.
Why the best thought leadership doesn’t sound like thought leadership
Influence now belongs to thought leaders who bring real stories, surprising journeys and clear points of view.
Content silence means your strategy is broken. Here’s how to fix it.
If your social posts aren't getting traction, it's not the algorithm. Create content that gets seen by the right people and drives results.
Publicis Groupe buys Captiv8 to grow influencer and social commerce capabilities
Captiv8 will join the previously acquired Influential in the Publicis Groupe portfolio.
IAB releases draft of updated digital ad terms for public comment
This is the first major revision of the agreement in nearly 25 years and is designed to reflect how much the industry has changed.
Crumbl’s legal trouble shows the risks of shortcut marketing
Crumbl faces a $24 million lawsuit for using unlicensed music on TikTok. Here's how to avoid the same mistake.
3 ways to get more from your paid social ad spend
Make paid social profitable with smart platform choices, strong creative, sharp targeting and advanced tactics that amplify ROI.
Marketing artificial intelligence (AI)
Figma’s new tools create a design-to-deployment ecosystem
Features for marketing and brand teams position Figma as a direct competitor to Canva, Adobe, WordPress and Wix.
Are more lead gen providers disappearing from LinkedIn?
Will more lead gen providers face the wrath of LinkedIn for violating its terms of service?
The most effective influencer campaigns are built on fit, not fame
Explore the disciplined approach behind today’s most successful influencer campaigns — built on insight, alignment and results.
How should marketers market to consumers under stress?
How should marketers approach consumers stressed out by economic uncertainty, tariffs and political turmoil?
How LinkedIn rewards tribal loyalty over truth
Professional silos are thriving on LinkedIn — but in a world of synthetic intelligence, tribal expertise is a liability.
IAB report reveals digital ad growth and marketers ready for economic turmoil
Omnichannel strategies, better audience segmentation and data-driven campaign management show marketers are prepared for turbulent times.
Canva’s Visual Suite upgrade unifies campaign planning and creation
The upgrade puts design and productivity tools in one platform, making it easier to create, execute and monitor campaigns.
12 over-looked content marketing tools and features you should be using
Level up your content tool stack with these highly effective yet oft-underrated content and SEO tools.
Most celebrity endorsements are expensive mistakes
From LeBron to micro-influencers, not all endorsements hit. Use data — not just gut — to choose the right partners.
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.