Social Media Marketing (SMM): Why Likes & Comments Matter
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Go outside and look around. You’ll spot at least one person on their phone.
In July 2025, research showed that there were 5.41 billion social media users (approx. 65.7% of the total population). Really, these days, it’s alarming if you’re off social media.
And if you’ve spotted a tempting product video on TikTok or clicked a brand story on Facebook, you’ve experienced social media marketing (SMM) in action first-hand.
SMM is one of the most accessible and effective ways for businesses of all sizes to reach new people, spark conversations, and build a loyal community around their brand.
But what exactly is social media marketing? It’s more than simply using social media, that’s for sure. Let’s begin the next issue of our How To Explain Marketing Campaign…
What Is Social Media Marketing
Social media marketing (SMM) is the use of social platforms like Instagram, Facebook, TikTok, YouTube and LinkedIn to promote a brand, connect with customers, and drive sales or web traffic.
Like personal social media usage, brands use these platforms to post photos and updates. But they also post content that’s in line with their brand identity, launch campaigns, make paid social media adverts, and even interact with their audience in the comments.
Done well, it creates a two-way conversation where businesses can share their story and build a community around their brand — and hopefully, intrigue the audience into buying.
However, at its core, SMM is about visibility and engagement. You want to interest your audience first, and then they’ll buy or subscribe.
Why Is Social Media Marketing (SMM) So Powerful?
The magic of social media marketing comes from three main pillars: connection, interaction and data.
- Connection — Social platforms allow businesses to connect with audiences in real time, offering a direct line to potential and existing customers. Have you ever come across an advert in an Instagram live?
- Interaction — Likes, comments and shares all create a ripple effect of word-of-mouth exposure, often at little cost. When was the last time you liked a branded post?
Data — The analytics built into social media platforms provide insights into customer behaviour, helping you refine your message and improve results.
In short, social media marketing is powerful because it combines the above metrics in a way that traditional advertising cannot match.
But adverts aren’t out. Advertising is still a powerful tool, especially when paired with professional SMM.
Examples of Social Media Marketing Strategies
Keen to try SMM? We have some potentially frustrating news. There is no single formula for social media marketing. A lot of it is trial and error and consistency with posting.
You also need to use social media yourself, so you can jump on viral trends as they emerge. Today’s prized content can become tomorrow’s forgotten post. Don’t be too late!
Businesses often combine several strategies to meet their goals:
- Content calendars
- Short-form video content
- Influencer partnerships
- Community building
- Paid campaigns
Planning content in advance with a calendar helps maintain consistency and ensures your campaigns stay on track, especially if you want to mark holidays or special events. But don’t underestimate the importance of viral content that comes without warning!
Short-form video storytelling, particularly on platforms like TikTok or Instagram Reels, captures attention quickly and encourages sharing. This format dominates social media, and short videos can boost conversions by as much as 80%
Likewise, influencer partnerships leverage trusted voices to amplify your reach, introducing your brand to engaged audiences who trust the professional influencer.
Don’t underestimate community building. Polls, questions, and live stream engagement strengthens loyalty and fosters meaningful connections. Human is always better, even in the AI era!
Lastly, paid campaigns allow you to target specific audiences with precision. They collect and use demographics or location data to make your advertising more effective.
Confused? This is something a full-service agency can help with.
The Takeaway
Whatever SMM route you choose, be consistent and target your audience.
The most successful social media strategies are tailored to your objectives, measurable through analytics, and focused on authentic interaction with your audience.
Need a helping hand along the way? We’re all about social media, both at work and in our own time!
