Social Media Marketing


Is Social Media Marketing?

Social media marketing is the platform for creating content that promotes your business or product on social media sites such as Facebook, Twitter, Instagram, Pinterest, and LinkedIn. Mashable defines it as “gaining website traffic and attention through social media and websites
It opens up opportunities for consumers to ask questions and share positive feedback in ways that other marketing methods do not allow. This form of communication gives businesses the chance to show that they listen to what the consumer has to say and take their opinions seriously.
Social media marketing is an opportunity for your company to interact with the social media marketing strategy to increase the number of followers, increase engagement, and increase revenue. While defining your company’s approach to social media may seem daunting, avoid feeling overwhelmed by the need to understand all social media marketing trends, and make use of the many resources available on the subject.



Does SMM Work?

Social media marketing is the process of meeting the customers of your target group where they are and interacting with them socially with other brands. As you will see in the following section, social media marketing as a whole is incredibly valuable and beneficial to business growth, but strategies vary depending on what your audience spends their time on and what they are interested in reading. You can share unique content to promote conversions and increase brand awareness.
As you can see from social media marketing statistics, different platforms serve different purposes. You need to be aware of which social media platforms contain the target audience you want to market. Before we delve deeper into social media marketing, we segment your strategy by the platform. It could help you transform your social media marketing plan into a more effective strategy for your business.
We use social media statistics to get an idea of how you can maximize your results using these tools and the impact of each platform on your business.


Long the home of influencers, brands, bloggers, small business owners, friends, and everyone in between–Instagram has topped well over 1 billion monthly users for some time now. If you’re wondering whether a meaningful segment of your audience spends time on the platform, the answer is almost surely a resounding yes.

Who’s on Instagram (and Why): Instagram has become one of the most popular social media platforms for teens and young adults, especially in the US. The use of the app slowly drops off with age but stays consistent across both men and women, so if your customers are under 40, then Instagram can’t be ignored.

The Content that Works Best on Instagram: Beautiful photography, stunning visuals, unique designs, a selfie-style video that speaks directly to your audience and a cohesive theme to your content will help you stand out on Instagram.

You Should Prioritize Instagram if: Your target audience is under the age of 40, you run a lifestyle, ecommerce, or photography business.


YouTube hails as the second most popular search engine in the world today, right behind its parent company, Google. If your business could benefit from producing video tutorials or walkthroughs, visually-driven instructional content, product reviews or interviews, then this social media platform is a must for reaching their more than 2 billion monthly users.

Who’s on YouTube (and Why): A whopping 73% of US adults report regularly using YouTube, with a heavy concentration in the age range of 15 to 34 years olds. YouTube is broadly popular amongst both men and women, and usage tends to go up alongside income and level of education.

The Content that Works Best on YouTube: Video only! Depending upon your type of business and who your audience is, both long-form and short-form video content can work very well on this platform. Most viewers tune in for a combination of education and entertainment, so whether you’re teaching your audience about emerging marketing tactics or streaming video gameplay, work hard to retain their attention throughout your videos. You might also consider tapping into popular YouTube trends like unboxing videos (especially if you rep a physical product) and “with me” content that takes viewers along with you for the ride. Additionally, if starting a YouTube channel feels ambitious, partnering with YouTube influencers who are excited about your mission could help you test the waters before you dive in.

You Should Prioritize YouTube if: Your audience is below the age of 50 and consumes video content as a means of either education or entertainment.


With nearly 2.5 Billion monthly users, Facebook is hands down the largest social media site in the world. While that practically ensures at least some of your audience regularly uses the platform, it’s developed a somewhat negative reputation amongst younger users that are increasingly turning to other alternative sites.

Regardless, if your brand stands to benefit from sharing industry-related news, engaging (short-form) videos, graphics and other visually appealing content—especially if your primary audience is above the age of 30—then consider having a presence on Facebook. You might also consider leveraging Facebook groups to gather your customers or community in one place online. Facebook groups, unlike Facebook business pages, aren’t for advertising, but they can be helpful in creating conversation.

Who’s on Facebook (and Why): 68% of US adults report using Facebook, with 51% saying they’re active multiple times daily. Usage is spread pretty evenly amongst males and females, while users tend to get increasingly active as age increases (especially beyond the 40+ year old demographic).

The Content that Works Best on Facebook: The more interesting, engaging or even polarizing your content is, the more likely it is to go viral on Facebook. Lean heavily on short videos, eye-catching images and attention-grabbing headlines to attract an audience. For Facebook groups, interactive content and conversation-starters are the way to go. Consider live streams and polls.

You Should Prioritize Facebook if: You want to reach an audience of adults and have engaging visual (or video) content that can capture their attention, invoke an immediate emotional response and make them excited to share with their friends. Or if you want an easy way to create an online community around a topic or business.


While Twitter’s monthly active user numbers have hovered consistently around 300 Million for a while now, a whopping 40% of those users are active on the site multiple times daily, suggesting that if your audience uses the platform, they’re likely very engaged. The popularity of this social media site remains high amongst tech-savvy users and is particularly active in B2B verticals related to business, marketing and politics today.

Who’s on Twitter (and Why): 63% of Twitter users are between the ages of 35 and 65, with males making up nearly two-thirds of those people.

The Content that Works Best on Twitter: Twitter has become a very popular medium to communicate breaking news, digest bite-sized content, and communicate directly with your users in real-time. Videos and images tend to stand out best, but a well-timed written tweet still works wonders if you’re hopping on trending topics and are particularly witty.

You Should Prioritize Twitter if: Your audience skews toward the demographic of mature males between the ages of 30 and 60. Experiment with a combination of content types ranging from educational videos, to gripping visuals and discussion threads that offer advice & opinions.


Pinterest has become a very popular social bookmarking tool for saving ideas and finding creative inspiration when it comes to everything from cooking to DIY home projects, vacation ideas, interior design, business and everything in between. With an audience predominantly consisting of adult women, this social media platform is also often cited as a crucial part of the product discovery journey.

Who’s on Pinterest (and Why): With over 320 million monthly users, Pinterest boasts one of the most concentrated audiences of women amongst all social media sites. Nearly 80% of their users are female, with a heavy concentration amongst Millennials.

The Content that Works Best on Pinterest: Vertically-formated images do best on this platform, due largely to the browsing experience users are presented with. Polished imagery with clear copy that conveys what the Pinner will see if they click through performs best. Numbers, lists, and quotes should be a big part of your strategy here. And don’t forget to consider keywords and search terms in your imagery.

You Should Prioritize Pinterest if: Your audience consists predominantly of adult women, your business is related to lifestyle, fashion, decorating, or DIY.


Use Social Media Marketing?

Social media is a powerful tool because it allows people to communicate and engage with each other through sharing with their friends and followers. The use of social conversations offers brands a valuable opportunity to increase the company’s presence, establish a positive brand identity, and integrate brand content into millions of social media interactions.

Creating brand hashtags is an excellent way for brands to increase their visibility, connect, and get the attention of their target audience. Many companies now use brand hashtag campaigns to inspire their audience to create and share their brand-related content.

Social media is a place to interact with users and to tell them what makes your brand unique. While social media can directly promote products and deals, it can also be a great way to connect with new users through social networks such as Facebook, Twitter, Instagram, and Pinterest.

Instead, success on social media relies on creating and sharing relevant and engaging content. To increase the flow, you need to keep posting fresh and unique content on your social media pages to the target audience. The Excellency of any social media marketing campaign depends heavily on the content strategy.

Implementing a social media strategy will significantly increase your brand awareness, as it will appeal to a broader audience. Social media is a great way to use syndicated content to increase the visibility of businesses.

Improve Brand Awareness

You already know how important a brand is for business. Social media is a cost-effective way to promote the brand; a thoughtful social media strategy can increase brand recognition in many ways. Social media services provided by Modern Day Digital allows its clients to engage their audience, respond to complaints, and more.

Along with improving awareness of brands, social media can also help manage reputation. Remember that social media users constantly communicate about businesses online, regardless of whether the business is active on the platform or not. Engaging on these platforms allows businesses to monitor mentions of their brand to respond to issues and complaints on a regular basis.

Targeted Advertising

Social media platforms have a great deal of information about its users. This means their advertising platforms offer in-depth targeting. Facebook advertising delivered by Modern Day Digital allows our clients to target users based on location, interests, and more.

Increase Traffic

Social media platforms offer a new gateway to websites every time engaging content is posted. By syndicating content on various platforms, users increase the amount of organic traffic to their business. A strong social media presence also supports solid search engine rankings.

KAT’s social media services have the power to drive traffic to a website by:

  • Engaging consumers with useful content
  • Connecting with an audience
  • Gaining feedback to adjust the marketing strategy
  • Ensuring the brand is in front of more potential customers
  • Increasing brand loyalty and customer retention
  • Gaining credibility
Better Conversion Rates

Once involved in SMM strategy, we will boost awareness of a business to gain more chances to convert visitors. Every video, comment, image, and post may lead traffic to the website. One of the most important social media marketing benefits is it makes our business seem more organic and natural in the social media realm. This can also improve the impression consumers have of individual brands to boost conversion rates.

Nearly 85% of all online social media orders come from Facebook. Instagram however, generates higher average orders of $66.75 versus $55 through Facebook. Video content generates an average conversion rate of 1.16% yet Facebook boasts 1.85% conversion. KAT can assist businesses to choose the best platforms based on their specific industry. For example, services perform best on YouTube with conversion rates of 36% to 47%. Collectibles have a huge 74% conversion rate on Pinterest.

Cost-Effective Marketing

Social media may be the most cost-effective form of marketing available. We can set up social media profiles for our business clients for free! Paid social advertising tends to be a low cost compared to other options out there.

Other Social Media Marketing Benefits

There are countless benefits businesses may enjoy from a thoughtful SMM campaign delivered by KAT. Here are some other perks to consider.

  • Marketplace insight
  • Brand loyalty
  • Better customer satisfaction
  • Engage your audience
  • Better search engine rankings
  • Employee engagement
  • An easy form of content distribution, including user-generated content
  • Humanize the company through developing an organic culture
  • Reduce marketing expenses
  • Track competitors
  • Leverage the audience of others
  • Rank social profiles on Google for reputation management

Of SMM Services

Unlike SEO, pay per click marketing cannot have a “set it and forget it” approach. Our social media specialists use monitored metrics to deliver the content, interaction, and info our client’s customers want. Effective social marketing requires not only quality content and interaction, but timing. Certain times and days of the week lead to more impressions and clicks than other times.

Don’t have the time or experience to manage your company’s social media accounts? We are the solution to your social media woes and worries. When comparing social media marketing companies, it pays to consider just how much they are willing to do. Our social media marketing services include:

  • Constant monitoring of social media streams. We actively scan for questions, complaints, and mentions
  • Idea generation
  • Producing and publishing timely, relevant content
  • Content that builds brand
  • Engagement to build a healthy community. This includes the response to posts, messages, or comments
  • Connection with pages, users, and communities to increase visibility
  • Selecting boosting or paid campaigns
  • Reports to show results across all social media channels

Regardless of a business’ main goals, social media marketing has a place in every business marketing plan. SMM can help drive traffic and sales, manage reputation, and more.