Social Media Marketing is the practice of using social media platforms for marketing content and communications. This can be a highly effective form of marketing as it helps brands connect with consumers; often difficult for bigger brands to execute.
Social Media Marketing is usually TOFU (top of funnel) marketing content, meaning it’s intended to create brand awareness. That makes it a good platform for building brand persona.
When attempting Social Media Marketing, it’s important to remember that you are marketing to consumers when they do not necessarily want to be marketed to. For that reason, it’s best to offer content with value, that’s enjoyable to consume and that, crucially, doesn’t feel like marketing. For example, a crisp company might create a poll asking consumers to vote on their favourite flavour of crisp. This is not asking them to buy and doesn’t feel less a sales tactic, but it raises brand awareness and encourages consumers to move through the funnel by engaging with the brand.