What is campaigning on social media? (Step-by-step guide)

By Indeed Editorial Team

Published 8 April 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Social media has become an essential part of our daily life, making it necessary for every business to include in their marketing efforts. Social media campaigns differ from typical social media activity as they involve a higher level of focus, analysis and targeting. Companies often employ social media campaigns to improve social media interactions, brand awareness and achieve specific key performance indicators (KPIs) primarily measured in revenue outcomes. In this article, we answer the question 'What is campaigning on social media?' and how to build and execute a social media campaign effectively.

What is campaigning on social media?

Campaigning on social media is vital for marketers and it involves structured marketing efforts towards a specific business goal by using social media platforms. A social media campaign usually focuses on one business goal. Typical social media campaign goals include increasing website traffic, sales, collecting feedback, building email marketing lists or increasing brand engagement.

Ensure your goals are clear and measurable to run an effective social media campaign. Before starting your campaign, obtain a measure of the metric you're targeting so you can track its performance during and after the campaign. The message you want to pass, the means you use and your target audience determine your social media campaign goals.

Related: How to become a social media manager: a step-by-step guide

Common social media platforms

Understand that every social media site has a unique audience when deciding where to run your campaigns. This is an important aspect to consider when answering 'What is campaigning on social media?' It's essential to understand the platform that your potential customers use and engage them there. If your brand has social media presence, analyse the platforms performing well organically to determine where your advertising efforts pay off. The following are different social media platforms you can use for your social media campaigns:


Facebook is the most reliable social media platform to run paid campaigns, being the largest social media platform worldwide. Facebook is popular among individuals of different ages, social classes and cultures. Among many other benefits, running a social media campaign on Facebook can help you achieve your goals, including building brand awareness, driving conversions and directing traffic to your website.

Related: Advertising vs marketing: what is the difference?


Instagram is the right platform if your products are visually appealing and blend into visual media. It also prides itself in a higher engagement rate than Facebook and other social platforms, with a relatively younger audience making it a platform with a future. You may also link Instagram ads to your landing pages and facilitate product engagement.

Related: How to become a social media consultant in 8 steps

How to create a social media campaign

Follow these steps to create a campaign on social media:

1. Understand the goal of the campaign

Collaborate with your team and understand what you seek to achieve with the campaign. You may measure campaign goals by analysing how well the end user follows the actions in your posts. Start by detailing the success of your campaign to understand what exactly you want to achieve.

2. Decide how to promote the campaign on each channel

A great social media campaign requires content optimised for each platform. Understanding the purpose of each social media platform is critical to the success of this step. For instance, you may need a short video for TikTok and a unique banner image for Facebook. Using specific tools and content for each social media platform is essential for consumers to see and interact with your posts.

Related: How to use social media for business in 11 practical steps

3. Create a content calendar for the period of the campaign

Plot your content schedule on a calendar, including the time and days you plan to post content on the different platforms. The schedule may include a creative copy to trigger engagement with a simple outline of a typical day. Creating a content calendar with about two posts a day on each channel is ideal.

4. Develop supporting visual content

You may come up with visual components in line with your content calendar. You can achieve this with basic design skills by using design platforms such as Canva, which allow you to create simple images with text. Other useful tools include Design Wizard and Adobe, which have millions of images in their libraries.

Related: What is graphic design and what skills do you need?

5. Schedule posts

With visual content and a content calendar, you may select a scheduling tool of your choice. Getting a proper scheduling tool is important since you need a reliable tool to ensure the audience receives the information. You can schedule posts since this allows you to go on with your daily routine without spending time on repetitive tasks.

6. Monitor and respond

Scheduling tools might run flawlessly in the background, but you can still monitor your social media channels. To run a successful social media campaign, interact with your audience constantly. By continuously monitoring your social media platforms, you can communicate with your audience through comments and replies.

Related: 10 social media tools to manage your social media presence

7. Analyse and adjust

Go through your analytics to determine what was beneficial and what you could improve. You may notice significant trends, such as your morning posts getting many engagements while others don't trigger significant action. This knowledge can guide you to adjust tactics for future campaigns.

Best practices for social media campaigns

The following are best practices for social media campaigns:

  • Include a call to action in every post: A call to action is vital, as it triggers consumers to interact directly with your posts. Including a call to action may be as simple as asking your audience to like your post to enter a contest or provide a review.

  • Use incentives: Incentives may be a good reason for your audience to provide their contact information. An excellent way to use incentives is to offer a discount for their feedback or personal information.

  • Choose a relevant prize: Your prizes or gifts may apply to your business to take advantage of offers as branding opportunities. A relevant offer may be a grocery store offering free recipes.

  • Respond promptly while running your campaign: Online customers like an accurate and fast response. A fast response can go a long way in building your reputation as a company with high customer satisfaction.

  • Cross-promote to other social media platforms: You may experiment to see how effective your content is with users on different social media platforms, even if your campaign targets a single platform.

  • Focus on your brand: Incorporate your branding into your posts and landing pages. This can be the best strategy to maximise the results of your marketing efforts.

  • Build out your creatives and content: You can begin building your campaign after determining which resources to use and the topics that trigger action. It's helpful to have a specific strategy when building and implementing a creative social media campaign.

Related: Why are social media marketing strategies important?

Tips for campaigning on social media

The following are tips for implementing a creative campaign:

Utilise influencers

There are many opportunities on social media for people to share what they like with the world. Many social media users build large followings of engaged users who are ready to share their content. You can run a social media campaign by utilising these influencers to promote products, increase brand awareness and increase sales. Influencers are an excellent resource to have in your campaign, as they're already masters of content creation.

Related: Step-by-step guide on how to work with influencers

Benchmark the competition

Benchmarking your competitors can be an effective way of getting creative content targeted to specific markets. Let your competitor's social media strategies inspire your strategy, as what works for them may also work for your brand. Since your brand shares similar consumers with your competitors, create a blend of your best work and your competitor's ideas to stay ahead.

Related: What is competitive benchmarking? (With definition and tips)

Adapt to the buyer's journey

Monitor how your audience responds to content at each stage of your sales funnel. Shift your focus on producing content customised to a particular group's stage in their buying journey. Customised content ensures that every potential customer relates to your message and product.

Raise awareness

Increasing the number of people who know about your products and services is the goal of an awareness campaign. Content that serves this purpose is eye-catching and casually speaks about what you offer. Your primary aim at this point is to grab the attention of your audience by using visual aids, including images and brief clips.

Engage with your followers

Social media campaigns produce tangible results by allowing dialogue between a brand and its followers. Take advantage of this by taking polls, asking questions and engaging in conversations on social media. Consistent interaction with your audience builds trust and loyalty.

Share customer testimonials

Consumers loyal to your brand can share their positive experiences with your products on social media. Take advantage of these testimonials to build your social media credibility. Feedback from other customers may influence the purchasing decision of customers in the consideration phase.

Related: How to get customer feedback with methods and tips

Use social media for customer service

Your followers may wish to interact with you by offering suggestions and concerns about your brand. Take advantage of this by responding to their concerns and thanking them for their mentions, proving your reliability. Responding to your clients and potential customers on social media also gives you a chance to address misinformation that might be in the public domain.

Please note that Indeed does not affiliate with any of the companies mentioned in this article.

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