Different Types of Social Media Marketing and How to Use It.
Feeling overwhelmed by all the social media platforms and not sure where to start marketing your brand? You’re not alone, but if you know how to leverage the right kind of social media marketing, you can turn likes into leads and followers into paying customers.
In today’s digital world, social media is much more than just a place to share selfies or food pics. It’s a powerful tool to grow brand awareness, build community, and drive real business results. But not all social media marketing is created equal and knowing the difference can make or break your strategy.
In this post, we’ll break down the different types of social media marketing, explain what they’re best used for, and give you actionable tips on how to use each one effectively.
1. Content Marketing via Social Media
What It Is:
Content marketing on social media involves sharing valuable, relevant content (like blogs, videos, infographics, or tips) tailored to your audience’s interests, with the goal of educating, entertaining, or inspiring them.
Best Platforms:
- Twitter (X)
- TikTok
How to Use It:
- Know your audience and create content that solves their problems or answers their questions.
- Mix up your content formats: try carousel posts on Instagram, short Reels, or even repurposing blog posts into threads on X.
- Use social media analytics to see what’s working and double down on top performers.
Pro Tip: Use SEO-driven topics from your blog and repurpose them into short-form posts for better reach and consistency across platforms.
2. Influencer Marketing
What It Is:
Influencer marketing uses popular social media users, typically with large or engaged followings to promote your brand, product, or service.
Best Platforms:
- YouTube
- TikTok
- X
- LinkedIn (for B2B influencers)
How to Use It:
- Identify influencers that align with your brand values and target audience.
- Collaborate on sponsored posts, product reviews, takeovers, or giveaways.
- Use tools like AspireIQ or Upfluence to manage partnerships and track ROI.
Pro Tip: Focus on micro-influencers (10k–100k followers) for higher engagement rates and more niche targeting, especially if you’re working with a smaller budget.
3. Paid Social Media Advertising
What It Is:
Paid social involves placing targeted ads on platforms to increase visibility, drive traffic, or boost conversions.
Best Platforms:
- Facebook & Instagram Ads
- LinkedIn Ads (for B2B)
- YouTube Ads
- TikTok Ads
- Pinterest Ads
- Twitter Ads
How to Use It:
- Set clear campaign objectives: awareness, lead generation, conversions, etc.
- Create visually compelling, platform-specific creatives.
- Use precise targeting: custom audiences, lookalikes, interests, and behaviors.
- Test different creatives and messaging using A/B testing.
Pro Tip: Always include a clear CTA (call to action) and optimize for mobile users – 98% of social media traffic is mobile.
4. Engagement-Based Marketing (Community Building)
What It Is:
This focuses on building relationships and nurturing a loyal community through conversations, comments, and personalized interactions.
Best Platforms:
- Facebook Groups
- Instagram & X
- Discord
- LinkedIn (especially for B2B)
How to Use It:
- Respond to every comment and message to show that your brand is listening.
- Start conversations with polls, questions, or live videos.
- Create a Facebook Group or Discord server to build a safe space for your community.
Pro Tip: Use a branded hashtag and encourage user-generated content (UGC) to boost engagement and build trust organically.
5. Social Listening and Customer Service
What It Is:
This type of marketing involves monitoring what people are saying about your brand, industry, or competitors and responding in real-time.
Best Platforms:
- X
- TikTok
How to Use It:
- Use tools like Hootsuite, Sprout Social, or Brandwatch to track mentions.
- Respond quickly to both positive and negative comments.
- Share customer success stories and testimonials as part of your brand narrative.
Pro Tip: Turn negative feedback into a PR win by handling it with grace, transparency, and empathy.
6. Video Marketing
What It Is:
Video content is one of the most engaging formats on social media. Whether it’s short-form like TikToks or long-form like YouTube tutorials, video marketing captures attention and drives higher engagement.
Best Platforms:
- TikTok
- YouTube
- Instagram Reels
- Facebook Watch
- LinkedIn Video
How to Use It:
- Keep videos short, engaging, and mobile-friendly.
- Start with a strong hook within the first 3 seconds.
- Optimize video titles, descriptions, and captions with relevant keywords.
Pro Tip: Batch record your video content for the month ahead, then schedule it with tools like Buffer or Later to stay consistent.
7. E-commerce and Shoppable Posts
What It Is:
This strategy integrates e-commerce into your social platforms, letting users shop directly from posts or live streams.
Best Platforms:
- Instagram Shopping
- Facebook Shops
- TikTok Shop
- YouTube
How to Use It:
- Tag products in posts and stories to reduce the buyer journey friction.
- Use product-focused Reels or TikToks with links directly to product pages.
- Host live selling events to demo products in real-time.
Pro Tip: Use UGC in your shoppable posts, it feels more authentic and often outperforms polished brand content.
Final Thoughts: How to Choose the Right Social Media Marketing Type
Choosing the best type of social media marketing isn’t about doing everything – it’s about doing the right things for your business and audience. Start by asking:
- Who is my target audience?
- What platforms do they use?
- What are my marketing goals (awareness, engagement, sales)?
- What resources do I have (time, budget, tools)?
Then, select 2-3 types of social media marketing to focus on, test consistently, and optimize based on results.
Remember: Social media marketing is not a one-size-fits-all game. It’s about experimenting, learning, and adjusting to what resonates with your audience.