Social media marketing

Social media marketing

Social media advertising can be a tough nut to crack, as it's not easy to know exactly what your audience reacts best to when it comes to creating engaging ads. There are many elements to consider, from nailing the right image or video to reaching audiences with the most relevant copy and call to action. People consume content differently on mobile devices compared to TV and other digital platforms.

Over recent years it feels like the evolution of technology has increased in speed. The way we consume media has changed and video is spearheading the charge. Being able to stream movies and TV shows, capture and upload imagery straight to your social channels within seconds, and produce high-quality content using cost-effective tools is making video production accessible to the masses.

Substack, for the uninitiated, is a subscription-driven online media platform that allows creators to publish, and monetise, a variety of content, including newsletters, podcasts and videos, directly to their audiences. In that same newsletter, Emily dives further into the IG-Substack comparison, saying " Substack's mission statement is "Building a new economic engine for culture"? Which means the point of Substack - unlike Instagram, Facebook, Twitter and TikTok - is to get you to monetize your content,

With young people living increasingly online - and with the Army mired in a yearslong recruiting slump - the service launched a trial program less than a year ago with eight vetted troops who already command attention on TikTok, Instagram, and YouTube. One is a female bodybuilder. Another is a public affairs officer who preaches resilience. Some merge the latest social media trends with military peculiarities.

In today's digital age, where every sport spins stories across screens, tennis still seems trapped in its old rhythm, struggling to embrace the pulse of modern content. Taylor Fritz and his girlfriend, Morgan Riddle. who began dating the American star in 2020 and turned her life as a tennis 'WAG' into a social media empire, recently sparked conversation by calling out the sport's rigid approach to online storytelling.

It's not all happening the week of Black Friday and Cyber Monday, but discovery now can lead to a greater return when that time comes. Snap is a communications platform where ideas, gifts, products are easily sharable, and peer validation can help move shoppers from inspiration to purchase.

Reddit has announced its latest performance update, with the platform that's become a key inlet for AI chatbots adding more users in Q3, while also boosting its overall revenue intake by a massive 68% year-over-year. First off, on users. Reddit added 5.6 million more daily active users over Q2, taking it to "People come here to find trusted perspectives, to participate in communities that share their interests-no matter how niche or mainstream - and increasingly, to engage directly with brands, institutions, and publishers."

Corinna Kopf, a 29-year-old American social media influencer, has made a striking leap from content creator to internet millionaire, thanks in part to the launch of her OnlyFans page, which quickly drew massive attention.

The platform simplifies social media engagement by automating conversations through Instagram, Facebook, and WhatsApp. What started as a messenger automation startup has evolved into a global community of over one million users across 170 countries, backed by a team of more than 350 employees. In April 2025, Manychat announced it had raised $140 million in growth capital led by Summit Partners to accelerate AI innovation, global expansion, and product development. This milestone underscores the company's accelerating momentum and growing influence in the creator economy.

Why it matters: It's a cliché, but it's still true: People trust people. And employees who perform these jobs day in and day out have the real stories, expertise and insight to make content stand out. Even if your organization isn't quite ready to encourage employees to post on their personal accounts about work, it's still worthwhile to identify a group of workers with winning personalities, interesting jobs and some camera skills to take footage for you to then process and post on your brand pages.

"Well, friends. I did it. I've now had my highest-income month of my life again." So begins a TikTok video by content creator Chelsea Langenstam detailing her "$56,244 income month" breakdown, along with deductibles, as a solopreneur. Langenstam then outlines her various income streams: budget templates, brand deals, referral fees. "I don't share to brag," she says in the video, currently sitting at over 100,000 views. "I share because I want to show you what's possible in real time."

It's hard to overstate how important speed and experimentation are to finding marketing success. And that's not just good advice for brand-building on TikTok, either. These days, if you're fundamentally too slow and too scared, you'll find yourself always playing catch up, basically setting your marketing budget on fire. But with the right mindset, you'll not only earn success with TikTok audiences but also on whatever big platform comes next.

The reality is people are talking about your brand and your industry - whether you're in the (digital) room or not. They're swapping product recommendations via Instagram Stories or sharing feedback using TikTok comments. Paying attention to your direct mentions and tags is great - necessary, even - but it's not enough if you want to hear more unfiltered thoughts directly from your audience. That's where social listening comes in.

While it works with videos that are longer than a minute, TikTok suggests it's useful for long podcast recordings or videos captured throughout an entire day by a wearable camera. You select what parts of the video you want turned into shorter clips and Smart Split will handle the rest including choosing the length, generating captions, and even reframing content vertically.

The Mandai Wildlife Reserve, a tourist park in Singapore, posted a video late last year that became a viral hit: two of its millennial-age employees, wearing staff uniforms, described the park using Generation Z lingo. "Pop off, queen," one of them dryly intones. "Slay," says another. "We let our Gen Z intern write the marketing script," was the video's headline -- which quickly became a meme across social media, with dozens of brands offering their own spin.

Trends can make or break a brand. One viral post can put a business in front of millions overnight. But as quickly as the views rise, they can fall. The real skill isn't going viral; it's staying relevant once the noise fades. The brands that last are the ones that see trends early, act fast, and know how to turn fleeting attention into lasting connections.