27 Aug 2018

How to Design a Social Media Marketing Strategy?

A couple of years ago, you could live with a simple social media marketing strategy in your company's marketing plan. But, not anymore!

By the year 2021, every business must have an online presence and you got to mold your marketing strategies to beat the competition. It is more like that you thought something had worked for you last year, but it might not be relevant this year (in the social media space or elsewhere). Social media audiences are spreading like a wildfire or maybe has reached every nook and cranny of the world where people can access the internet( more than half of the world is actively surfing through the social media).

People are glued to the plethora of information at just a simple click on the pocket gadgets. If you aren't having a social media presence, your business is going to have a #FOMO (fear of missing out) feeling and consequences. But just having an online Facebook, Instagram, LinkedIn, Pinterest, Twitter, or XYZ account is enough for your business success in today's gadget city. You need to have a full-fledged social media marketing strategy which is constantly updating with the changing norms.

Needless to say, these advancements have brought us to the world where the attention span of the audience is shrinking rapidly because more and more businesses are connecting with their target audience on the social media handles. It is now becoming a challenge for businesses to reach their users with the most amazing and relevant content today. Therefore, it is more important for the brands to build ideas that work for the need of feed with the required speed. Woah, did that rhyme? Anyway.

We are here to enlighten you about the successful approaches for the social media marketing strategies which would help you in achieving your business goals.

Ephemeral Content

All of this started with the Snapchat, Snapchat popularity has increased when it appealed interestingly to the millennials and Gen Z with the ephemeral content strategy.

Ephemeral content is the short-lived creative writing which can last at the most for 24 hours on social media or anywhere rather. Post that, it going to 'poof' forever.

This is quite heartbreaking for the marketers as they work really hard to come up with the strategic copy and it can only be appreciated for a limited period (only if someone sees it). However, the social media marketers have no choice as this is the most successful trend on almost all the platforms such as Facebook, Instagram, Snapchat and even WhatsApp (out of subject example). That's why brands are assigning a dedicated separate strategy for the social media content and the ephemeral content.

Ephemeral content makes it a mandatory need to be original yet creative with the content ideas. Many brands are mostly using the Instagram platform for constant stories with the most engaging high-quality content to reach their audience. This content evaporates within some hours which is positively pushing your target audience to take a quick action on the stories and makes your marketing team smile.

Why is the Ephemeral Content Working?

  • Short-life makes content more authentic in comparison to sponsored ads.

  • Stories vanish within some hours which makes audiences anxious about missing the information (basically, #fomo) and leads to quicker responses.

  • Captures more attention than the "usual" social media posts.

In short, you need to have a strategic plan to make this work. You can't expect it to work with the random posts always. You need to keep the content (could be images, videos, GIFs, and boomerang videos)) authentic, interesting and engaging to the audiences to get a turnaround within 24 hours.


Chatbots can also be a very useful social media marketing strategy. People are always reluctant to change or alien technologies at the beginning stage and chatbots weren't treated any different. But not anymore, they aren't ignored as a robotic machine now. Bots are being used to enhance the marketing strategies and are being successful in providing the instant responses to the customers or doing things like ordering your food.

What we see in those sci-fi movies is soon going to be real, but let's not get carried away and talk about the role of chatbots as a social media marketing strategy. In fact, we have seen many companies using bot technology already this year successfully.

As per Garter, the business content creation using chatbots will be 20% by next couple of years. If the machines will be able to generate brand specific, creative, innovative and continuous content for social media handles, it can excitingly be another milestone in the tech world where marketing and advertising companies would love to invest.

Chatbots provide the instant response to the audience and increase interactions with the personal touch to the conversations. With the passing time, chatbots are becoming sharper and more human which would allow you to create your brand tone and give a personal touch to facilitate comfort for your users.

Facebook has already been using thousands of active bots on the Facebook messenger where various businesses are engaging with their brand audience.

This is the year for testing chatbots for your business keeping all generations in mind. Before launching a chatbot, we recommend you test it on the potential audience to foresee the response and deliver accordingly.

Influencer Marketing

In the last two years, companies spent 1.07 billion U.S. dollars in Instagram influencer marketing. This value is expected to increase to 1.60 and 2.38 billion U.S. dollars in the next 2 years respectively.

We won't really say that it is a new social media marketing strategy as more and more businesses have been trying to explore this option for a while. This has made it really hard for the marketers to find authentic ways to keep the audience interested.

Influencer marketing has become popular among the brands and they are consciously taking the decision of choosing the relevant social influencers with their brand in 2021. Influencers and brands have to maintain a relationship with the originality to impact the influencer's followers. Nowadays, influencers are simply faking the information which mostly makes it look mundane and dishonest. Hence, this year influencer marketing would be done with the right associations and collaborations.

You need to strategically set the goals for your brand and understand whether influence marketing would suit your services or products. You need to think beforehand that your influential content of that influencer and build a good business relationship to target the ROI.

We have discussed the three popular social media marketing strategies, but we expect a lot more than this. The coming years going to play integral leap in the marketing game and expand the demand of social media marketers. A mobile-first strategy should be topping the list of the marketing plans.

BluEnt is a social media marketing company in New York City with the team full of millennials and Generation Z. If you want to know more, reach us today.

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Your Citation

Bluent Tech. "How to Design a Social Media Marketing Strategy?" CAD Evangelist, Aug. 27, 2018, https://www.bluent.net/blog/how-to-design-a-social-media-marketing-strategy/.

Bluent Tech. (2018, August 27). How to Design a Social Media Marketing Strategy?. Retrieved from https://www.bluent.net/blog/how-to-design-a-social-media-marketing-strategy/

Bluent Tech. "How to Design a Social Media Marketing Strategy?" Bluent Tech https://www.bluent.net/blog/how-to-design-a-social-media-marketing-strategy/ (accessed August 27, 2018 ).

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