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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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.
Marketing on Reddit: What you need to know
What you need to know about Reddit to get the most for your marketing dollar. Updated with a list of the most useful Subreddits for marketers.
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?
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.