So what happened? Much of it comes down to a mix of cultural shifts. Digital fatigue, post-pandemic nostalgia for in-person experiences, and demand for “third spaces” have made physical books and stores relevant again. Then, there’s the social media factor, with platforms like TikTok connecting book lovers and helping them grow into a massive community.

As social media data nerds here at Rival IQ, we couldn’t resist digging deeper into how much of an impact that online buzz really had. Let’s unpack how it all came together — and what other brands can learn from this comeback story.

The Struggle Before the Comeback

In the 2010s, Barnes & Noble seemed destined for the same fate as many brick-and-mortar retailers.

After peaking in 2008 with about 725 stores, the chain entered a decline. From 2009 onward, over 150 stores closed, and the brand was widely viewed as a relic of a pre-Amazon era. Once known as the big, bad rival of independent bookstores, Barnes & Noble suddenly became an underdog struggling to stay relevant in a rapidly digital world.

Then something shifted. Instead of dying out, the company rebounded. In 2023, the chain began to grow again, opening around 30 new stores. By 2024, that number jumped to 57, and in 2025, Barnes & Noble plans to open at least 60 more stores across 17 states.

The turnaround came from several changes, including new leadership and refreshed store designs. The biggest strategic change, though, was a stronger focus on connection and community. And in today’s world, nothing fuels that sense of community quite like social media.

Enter: BookTok

If you’ve spent any time on TikTok, you’ve probably noticed how quickly the algorithm learns what you like. Save one video about baking, and suddenly your feed is filled with pastry recipes and cake-decorating tutorials.

The same thing happened with books — and it sparked the creation of a community known as #BookTok. As of writing, the hashtag #BookTok has been used in over 63.7M posts on TikTok.

BookTok is a community of readers and creators who share recommendations, reactions, and reviews of their favorite reads. The more you like, comment, or share, the more book-related content the algorithm serves up, making it easy to feel like you’re part of a giant virtual book club.

There doesn’t seem to be any sign of slowing down either. According to Google Trends, interest in BookTok has only grown since it first popped up around June 2020.

Surveys show us that the impact bleeds into real life, as well. Nearly half of TikTok users say they read more because of BookTok — 48% in the U.S., 53% in Canada — and many are reading up to 60% more books compared to before.

This shared hype has regularly turned niche titles into overnight bestsellers. In 2021, BookTok helped sell an estimated 20 million books, or over 2.4% of total book sales for the year.

For Barnes & Noble, this wasn’t just a trend to watch. It was proof that readers were still hungry for books. More importantly, it offered a clear opportunity to turn online excitement into in-store visits and growth.

How Barnes & Noble Nailed Its Social Strategy

Compared to competitors like Books-a-Million and Waterstones, B&N consistently outperforms across key metrics. In the past year, from August 28, 2024, to August 27, 2025, the brand ranked first in audience size, posting frequency, and cross-channel engagement.

So how did they get so far ahead of the competition? With smart, deliberate moves that make their social presence feel both personal and engaging.

1. Joining Online Conversations

Barnes & Noble didn’t just watch BookTok from the sidelines — they jumped right in. The brand knew that readers weren’t just passively scrolling but actively looking for book recommendations and discussions. By tapping into this enthusiasm, B&N made itself part of the conversation, not just a retailer at the end of it.

A key move? Consistently using the #BookTok hashtag to get greater visibility and engagement within this community. And it paid off. Rival IQ’s hashtag analysis data shows that in the past year, B&N’s TikToks using #BookTok performed 1.65x better than those without it. No wonder it became their most-used hashtag (after the branded #BarnesAndNoble, of course).

2. Bridging the Online and Physical Worlds

Another smart move that Barnes & Noble made was connecting their social media presence to the in-store experience. And that all started with a leadership approach that put local stores in the driver’s seat.

When CEO James Daunt took over in 2019, he gave individual stores more autonomy. Instead of cookie-cutter corporate setups, each location could operate like a local bookshop, tailoring displays, events, and recommendations to its community. According to Daunt, it all came down to “running really nice bookshops.”

When BookTok started blowing up, store employees who were plugged into the conversation online began reflecting it in the physical world. Tables featuring trending titles, themed displays, and staff picks started showing up in ways that directly mirrored what readers were talking about online.

Take, for example, B&N’s Instagram post featuring employee Alexis from the Clarence, NY location. Her favorite series is Throne of Glass, and she posed next to a display she likely helped set up. Fans of the series immediately chimed in, praising both the books and the location. Relatable and local, the post earned a 2.09% engagement rate by follower — 9.5x B&N’s average and 13x the retail industry median.

Barnes & Noble also hosts release parties at local stores, bridging the online and physical worlds even more. A post announcing a midnight release for the novel “Sunrise on the Reaping” earned 1.36% engagement, showing that events in real life can also drive meaningful online conversations.

Younger audiences don’t really see a divide between online and in-person experiences. They move effortlessly between platforms and stores, expecting brands to keep up. In fact, 84% of Gen Z and millennials say they value brands that seamlessly blend technology and physical experiences. Barnes & Noble’s strategy shows one way to do that: make online conversations feel real in the aisles.

3. Tapping Into the Power of Fandom

Fandoms are everywhere — sports, music, movies, even specific book series — and they carry enormous influence online. They come with inside jokes, shared memes, and passionate communities that engage constantly.

For brands, identifying a relevant fandom and creating content that connects that community to your product can be a game-changer for visibility and engagement. Barnes & Noble knows this well, and their social strategy shows just how effective it can be.

Over the past year, the two TikToks by B&N with the highest engagement rate by follower leaned heavily into fandom culture. One featured the K-pop band Stray Kids, with the band announcing pop-up album release events at select stores. The TikTok earned a mind-blowing 38.3% engagement rate by follower — nearly 30x the retail industry median!

Another TikTok had an employee lip-syncing to a song from EPIC: The Musical (based on Homer’s The Odyssey) while showing off themed displays. That one earned a 30.3% engagement rate, or nearly 24x the industry median.

Both posts leveraged popular hashtags and topics like a beacon calling fans in — or, more likely, signaling algorithms to put the content in front of the right eyes.

Of course, you don’t want to chase every trend. Find a fandom that resonates with your brand, and create content that joins the conversation authentically. Ask local employees or listen to customers to see what’s trending in their community and let their insights guide your content. Fandoms appreciate it when a brand speaks their language, and when you do it right, the engagement can be off the charts.

4. Showing Appreciation With Giveaways

A big part of building a thriving community is showing love to your followers and customers — and giveaways are one of the best ways to do it.

Barnes & Noble nailed this in January 2025 when they hit one million followers on Instagram. To celebrate, they hosted a massive giveaway, and the results were impressive: 8.66% engagement rate and 37K comments from users tagging their friends, instantly boosting reach and drawing new eyes to the brand.

With Rival IQ’s social post analysis, we were able to see how giveaways clearly resonated with B&N’s audience. When analyzing popular topics, terms like “giving away,” “free LEGO,” “exclusive editions,” and “gift card” were among those that drove the highest engagement rates. In other words, when B&N’s posts promised a little extra love, fans responded in a big way.

Pro tip: If you want to dig deeper, check out our blog on whether social media contests still work in 2025, which explains how to measure effectiveness and ensure your giveaways are worth the effort.

Wrapping It Up

Barnes & Noble has shown how, with the right mix of cultural awareness, community engagement, and smart social strategy, even a legacy brand can feel new again. And while their story is inspiring, it’s also full of actionable takeaways — the kind you can uncover with the right data.

We pulled all the insights above using Rival IQ, from hashtag performance to engagement spikes around fandoms and giveaways. Want to see what’s driving your own social success (and how you stack up against the competition)? Our platform makes it easy. Reach out for a free trial today.

The post The Barnes & Noble Comeback: How BookTok Helped Revive a Retail Giant appeared first on Rival IQ.

But standing out takes more than just sending a freebie and hoping for the best. The smartest brands are building strategic partnerships with creators that are aligned with business goals and backed by data.

In this guide, we’re looking at how leading retailers are working with social media influencers and breaking down how to find the right creators for your brand. But first, let’s get into why influencer marketing works.

Why Influencer Marketing Works for Retail

How often do you see a creator you follow recommend a new brand? Or find yourself scrolling through TikTok or Instagram for product reviews? Maybe you’ve even snagged a deal using an influencer’s affiliate code. These moments aren’t random. They’re all ways influencers can help retail brands at every step of the customer journey.

Influencers build awareness by introducing products to audiences who might not find them otherwise. Hearing about a brand from a real person that you trust or admire makes it feel worth checking out. In fact, 60% of Gen Z shoppers discover new products or brands on social media.

But it doesn’t stop there. When people research a potential purchase, influencer posts become trusted resources. One survey found that 82% of internet users worldwide use social media to research products they are interested in buying. Authentic reviews, demos, and comparisons from creators all provide the kind of social proof consumers crave.

Influencers also play a role in driving purchases. Nearly three out of four shoppers say they’ve bought something based on an influencer recommendation. It’s no surprise, then, that influencer and creator-driven revenues have shot up by 20% from last year to a projected $184.9 billion in 2025.

At the heart of it all is trust. Seeing a real person back a product is far more persuasive than any traditional ad, making it a game-changing strategy that no retail brand can afford to ignore.

Real-World Success: How Top Retail Brands Use Influencers

Now that we’ve established why influencer marketing works, let’s take a look at how. Several household retail brands have effectively tapped into the power of influencers, with their campaigns far exceeding industry benchmarks for engagement.

From Walmart to Amazon, here’s how top retail brands are using influencers and what you can learn from their approaches.

Walmart Gives Back With A “Random Acts of Kindness” Influencer

Jimmy Darts is a massive presence on social media, with over 12.3M followers on TikTok alone. Known for his random acts of kindness videos, the influencer regularly approaches unassuming strangers and offers them a gift, ranging from straight-up cash to free meals and trips.

Often, these moments unfold in everyday places — including the aisles of a supermarket. It seemed natural, then, for Walmart to team up with the creator during the holiday season, with the retail giant helping him “spread toy joy” to kids.

In one especially moving TikTok, Jimmy gifts a shopping cart full of toys to Estella, a child with leukemia, who would then go on to share them with other kids at her clinic. The video struck a chord with viewers, earning more than 700K likes for a 46.1% engagement rate by follower. That’s 36x higher than the industry median.

Another post took a more playful approach, featuring a family racing to grab as many toys as they could in 30 seconds, which Jimmy then gifted to them. That TikTok earned a still-impressive 8.91% engagement rate, or nearly 7x the median.

What makes this collaboration so effective is how naturally they fit into Jimmy’s existing content. This campaign didn’t feel like an in-your-face ad but like a continuation of the creator’s mission, just with Walmart quietly behind the scenes. For followers used to seeing him in stores, the retailer’s involvement felt organic.

Other retail brands can take a cue from this approach. Instead of forcing a brand message into unfamiliar territory, look for creators whose content already aligns with your values, products, or environments. The right fit makes all the difference and keeps your message feeling genuine.

Target Shows Love To A Big Fan

Sometimes, the best influencer partnerships don’t come with a pitch deck or a contract. They start with noticing a genuine moment and turning it into something special.

That’s exactly what Target did when they spotted a viral video from lifestyle influencer Addie McCracken that featured her son, Rustyn. In the clip, Rustyn gushes over his love for Target, particularly the vacuum aisle.

Rather than letting the moment pass, Target leaned in. The retail brand coordinated with a local store to give Rustyn his own mini-vacuums. The resulting Instagram post racked up a staggering 1.32 million engagements, with a 45.5% engagement rate that shot way past the industry median of 0.16%.

A few months later, the retailer gifted Rustyn a Bullseye mascot costume and teamed up with Addie again to promote their Halloween costume collection. The TikTok earned a 52.3% engagement rate, making it Target’s most engaging post of the past year.

What makes this partnership so notable is that it happened organically. Rustyn was already a fan, and the brand simply leaned into that genuine excitement. It’s a reminder that some of the best influencer relationships begin by listening. Watch for creators who already love your brand, and you might just find the perfect opportunity to spark a heartfelt and high-performing connection.

Sam’s Club Puts Its Products To Work

Another smart influencer move? Letting creators actually use your products — and having the results speak for themselves. That’s exactly what Sam’s Club did with baker and creator Mackenzie Lee (@itsmacksmacs), who’s built a loyal following of 1.3M followers on TikTok.

Noticing that Mackenzie was already using Member’s Mark ingredients in her videos, Sam’s Club teamed up with her for a feel-good holiday collaboration: baking holiday cupcakes for a local food bank. The video struck the perfect balance of inspiring and practical, earning 366K views and a 22.3% engagement rate by follower that’s well above industry benchmarks.

This is a great example of how retail brands can benefit from putting their products to work through influencers who already have the skills (and the audience) to tell that story. Rather than simply pushing a product, Mackenzie was the perfect creator to show it in action.

Amazon Shares Influencer Recommendations

For e-commerce retailers, influencer marketing can quickly lead to sales through accessible links. Amazon smartly leaned into this angle by making it easy for audiences to shop influencer picks with just a few clicks.

Take their partnership with influencer Paige Desorbo to promote Prime Big Deal Days. Paige curated a selection of her favorite fall refresh items and shared them with her followers. Each product recommendation could be accessed in a link in both Amazon’s and Paige’s bio, making it seamless for users to browse and buy.

Having influencer storefronts is another genius aspect of Amazon’s influencer marketing strategy. These personalized shopping pages let creators feature their favorite picks, organize them by category, and continuously update with new finds. For followers, it’s like shopping from a trusted friend’s recommendations. For brands, it’s a way to keep product recommendations live and converting, long after the post is published.

The takeaway for e-commerce retailers? Give influencers the tools to make shopping frictionless. That way, you’re not only building awareness but converting.

Finding the Right Influencers for Your Retail Brand

A big lesson to pick out from the above examples is that choosing the right influencer goes beyond follower count. What really matters is alignment and finding creators who reflect your brand’s voice, values, and audience.

Look for influencers whose followers align with your target shoppers and whose content feels like a natural fit for your products. For example, a beauty brand focused on clean, sustainable makeup might partner with a micro-influencer who regularly shares eco-conscious tutorials. This kind of niche alignment helps you reach audiences already primed to engage and buy.

Pay close attention to the influencer’s engagement. Consistent likes, comments, and authentic conversations are signs of a loyal community that trusts the creator’s recommendations. Micro- and nano-influencers, in particular, can drive powerful results thanks to their close-knit, highly engaged audiences.

To make influencer discovery easier, use tools built for smart social search. For instance, with Rival IQ’s Discover feature, you can explore Twitter and Instagram by topic, hashtag, or keyword to quickly find relevant creators, uncover new trends, and even spot high-performing content. It takes the heavy lifting out of research so you can spend less time digging and more time building lasting relationships with the right influencers.

Measuring What Matters: KPIs for Influencer Campaigns

The work doesn’t stop once your influencer campaign is live. You also need to measure its impact. The right KPIs will depend on your goals, but common metrics include reach, engagement, click-through rates, and conversions. Tools like UTM parameters or coupon codes can help pinpoint which creators are actually driving revenue, while sentiment analysis offers insight into how audiences perceive your brand.

That said, tracking performance across multiple creators and platforms can get messy fast. That’s why many marketers rely on automation and influencer analytics tools. With all of your influencers tracked in Rival IQ, you can easily monitor campaign activity using filters for hashtags, mentions, and even URLs.

Auto-tagging rules and scheduled exports simplify your reporting, so you can quickly see who’s posting, how often, and what kind of results they’re driving. It’s a streamlined way to answer the big questions: Who’s performing best? What content is resonating? And how can you double down on what’s working?

With the right data at your fingertips, you’ll be in a better position to refine your influencer marketing strategy and drive lasting impact from your partnerships.

The Wrap Up

Influencer marketing works best when it’s built on authentic connections and backed by data. Whether you’re spotlighting products, supporting superfans, or driving direct sales, the key is knowing what’s resonating. With smart influencer tracking, retail brands can measure impact, optimize partnerships, and invest in what works.

The post Influencers in Retail: How Top Brands Use Them Effectively appeared first on Rival IQ.

Over the past year alone, Amazon gained 1.1 million followers on social — a 2.58% increase.

To put that in context, Walmart has a similar audience size at 40.7 million but added only 235K new followers (+0.58%) over the same period. Target, too, only grew its audience by 0.59%.

So what’s fueling Amazon’s growth on social? Let’s take a closer look at the strategy behind the retail giant.

A Quick Look at Amazon’s Social Media Activity

In addition to having a huge following, Amazon is also one of the most active retail brands on social media.

Over the past year, the company shared around 1.77K posts across social. Instagram led the way with 491 posts, which averages to about 9.4 posts per week. TikTok was a close second, with 482 posts, or roughly 9.2 per week. Facebook followed with 362 posts, averaging 6.94 per week, while YouTube saw 301 video uploads. Twitter came last at only 134 posts.

That all adds up to a highly active presence — far more than the industry norm. Compared to the median posting frequency of retail brands, Amazon stands out for its speed and volume. The average retailer posts 5.56 times on Instagram, 2.59 times on TikTok, and 4.7 times per week on Facebook. Amazon exceeded all of those benchmarks by quite a bit.

Clearly, consistency and frequency are key to Amazon’s social strategy. This high-frequency approach helps the brand stay top-of-mind and keeps its audience continuously engaged.

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Whether it’s showcasing new products, hopping on trends, or spotlighting seasonal deals, Amazon’s posting frequency ensures there’s always something new in the feed.

But what exactly does the brand post? Here are its most effective social content strategies.

1. Prioritizing the Most Engaging Post Types

One of the smartest moves in Amazon’s social media playbook is leaning into what works. With Rival IQ’s social posts analysis capabilities, it’s easy to see not just which post types a brand uses most, but which ones drive the highest engagement. In Amazon’s case, the alignment between volume and performance is likely no accident.

Take Instagram, for example. Reels are by far the most common post type Amazon shares. Reels also happen to be its most engaging format on the platform, generating an average engagement rate by follower of 0.056%, which slightly surpasses the retail industry median of 0.055%.

The brand uses Reels for all kinds of purposes, from showcasing products and sharing fun delivery moments (more on that later!) to promoting the benefits of its Prime membership.

For instance, the Reel below announcing Prime Members’ eligibility for free Grubhub+ effectively grabbed its audience’s attention, garnering more than 45K likes and an engagement rate nearly 6x higher than the industry median.

Over on Facebook, the story’s similar. Amazon leans heavily into video and photo posts — again, the two top-performing formats on that platform. It’s a sign the brand isn’t just pumping out content but making strategic decisions about what it posts.

That said, there’s still a little room for fine-tuning. On Instagram, Amazon’s photo posts average 0.034% engagement, while carousels lag behind at just 0.015%. A slight pivot toward more single-photo content could boost overall performance. The same goes for Facebook, where status updates outperform links.

Overall, though, Amazon shows a clear understanding of what drives interaction. And with small data-driven tweaks, it could improve its results even more.

2. Leaning Into UGC

Amazon knows that when it comes to influencing purchase decisions, nothing beats authenticity. That’s exactly why the brand regularly features user-generated content (UGC) across its platforms.

UGC, by definition, is content created by individual users and then repurposed by the brand for its own channels (with permission, of course). Often, this means reposting a creator’s existing content. For instance, a TikTok posted in January 2025 by influencer @allthingsjudy was later reposted by Amazon in April.

In fact, this piece of UGC became Amazon’s second most engaging TikTok of the period analyzed, pulling in a 1.98% engagement rate — comfortably above the retail industry’s median engagement rate of 1.28%.

Why does UGC work so well? Consumers inherently trust “real” people more than a corporate spokesperson. Seeing a creator unbox, test, or style a product taps into that peer-to-peer recommendation effect and makes the content feel relatable and credible. Plus, the video format lets them see the product in action, unveiling details that static photos often can’t.

3. Investing in Influencer Marketing

Beyond reposting organic UGC, Amazon also actively invests in influencer marketing and having creators develop content specifically for its social channels. These collabs range from subtle integrations to full-scale campaigns, and often blur the line between UGC and sponsored content.

Take Amazon’s Instagram Reel featuring @thebakermama, for example. While the video wasn’t posted on the influencer’s own feed, it’s also not obviously branded as a piece of Amazon content.

Featuring the influencer promoting a floatable snack tray, the UGC-style video drove a 0.53% engagement rate — 3.3x higher than the retail industry median. It also ranked as Amazon’s fifth most engaging Instagram post in the period analyzed.

Then we have the more traditional influencer campaigns, which are often larger in scope and clearly marked with #ad or #sponsored. Amazon’s third most engaging TikTok of the year, for example, featured @bruontheradio, who was flown in to learn more about Alexa+. It was a fully branded collaboration that clearly resonated with viewers.

From everyday creators to more curated influencer partnerships, Amazon is tapping into outside voices to communicate its value. This helps the brand drive trust, expand its reach, and boost engagement.

4. Strategically Partnering With Major Celebrities

Amazon doesn’t lean heavily on celebrity partnerships, but when it does, the results are hard to ignore. Unlike brands that consistently rely on A-List collabs, Amazon only taps into star power occasionally, and that might just be the secret to its success here.

One standout example? An Instagram post featuring actress Millie Bobby Brown promoting her fashion brand. It became the most engaging post across all platforms during the time period analyzed, racking up 200K engagements and an impressive 4.10% engagement rate. That’s 25.6x higher than the median Instagram engagement rate for retail brands.

On YouTube, Amazon also saw major results from its Prime Day campaign starring Megan Thee Stallion. The video became one of the most engaged pieces of content on the platform, showing that when Amazon pairs a major event with the right celebrity voice, audiences respond in a big way.

Rather than overusing celebrity content, Amazon appears to reserve it for high-impact moments, whether it’s product launches or retail events like Prime Day. This scarcity makes the content more eye-catching and ultimately more engaging.

5. Spotlighting Human Moments

Amazon knows the value of showing its more human side. The brand regularly shares clips of real people — often its own delivery drivers — in funny, unscripted situations. These aren’t polished influencer videos or big-budget ads. They’re genuine moments from everyday life, and they resonate.

For example, a Ring clip showing a delivery driver’s interaction with a customer’s chicken earned 37.5K engagements. Viewers found it hilarious, and the video also showed the Amazon Key In-Garage Delivery service in action.

Another Ring video features a driver’s heartwarming moment petting mini pigs while on the job. That post drove over 30K engagements — nearly 4x the median engagement rate — and highlighted Amazon’s “Thank My Driver” feature, which sends drivers a $5 tip at no extra cost to customers.

There are several benefits to posting this type of content. For one, each clip doubles as a mini ad for Amazon-owned products or services (Ring cameras, in-garage delivery, driver appreciation) without feeling pushy. UGC like this also lets Amazon maintain a high posting frequency without creating all content in-house.

Perhaps most importantly, though, funny or heartwarming content cuts through the noise. By mixing in these human-centered stories, Amazon strengthens its connection with followers and adds lightness to its feed. It’s a reminder that behind the massive scale and global reach, there’s still room for small, authentic moments that make people smile.

Methodology

We used Rival IQ to analyze Amazon’s social media strategy and looked at key metrics like engagement rates, follower counts, and post types. The data in this breakdown reflects the period from May 27, 2024, to May 26, 2025. We also leveraged insights from our 2025 Social Media Industry Benchmark Report to provide context and compare Amazon’s performance against other leading retail brands.

The Wrap Up

From celebrity partnerships to funny delivery moments, Amazon does more than just broadcast its products. It keeps its massive audience engaged and growing. Creating effective social media content is all about knowing what resonates with your audience. And Amazon seems to have that figured out.

But how do you know if your own content is working? Social media analytics platforms like Rival IQ can help you run audits, track performance, and benchmark against competitors so you know exactly how well you’re doing. Ready to see how your brand stacks up? Start your free trial with Rival IQ today and take the guesswork out of your social strategy.

The post Inside Amazon’s Social Media Strategy: Speed, Scale, and Shopping Habits appeared first on Rival IQ.

It’s no coincidence that when you think of beauty retail royalty, Sephora is one of the first names that comes to mind. With over 2,700 stores in 35 countries worldwide and a social following in the tens of millions, Sephora shows no signs of slowing down. In fact, last year, the brand saw record earnings, achieving double-digit growth in both revenue and profit.

But what exactly sets Sephora apart from other beauty retailers? And how have they built such a loyal, engaged audience both online and off? Let’s take a closer look at Sephora’s social media marketing strategy and uncover what brands can learn from its success.

A Snapshot of Sephora’s Social Media Presence

The beauty giant has a massive 48.2 million followers across Facebook, Instagram, TikTok, Twitter (or X), and YouTube. For comparison, its closest competitor, Ulta Beauty, has about 13.1 million across the same platforms.

The biggest chunk of Sephora’s audience lives on Instagram, which makes up 47% of its total following (about 22.7 million), followed by Facebook at 42% (around 20 million). Not surprisingly, Instagram is also where Sephora is most active — 51% of its posts in the past year were on there. With such a large audience, it’s evidently a favored channel.

On TikTok, Sephora seems to be going all-in. Despite having a smaller following on there, the brand posted 667 times on TikTok in the past year, or about 32% of its total posts across channels. It’s a clear signal that Sephora is betting big on the platform’s potential for growth and influence.

Meanwhile, Sephora has pulled back from Twitter, posting nothing at all in the past year. This actually aligns with what we’ve seen across the health and beauty industry. As reported in our 2025 Social Media Industry Benchmark Report, brands are favoring platforms like TikTok and Instagram, which deliver higher engagement, while Twitter just isn’t pulling its weight.

Facebook activity has also been minimal (just 12 posts in the last year), showing that Sephora’s marketing strategy is focused on platforms that are currently delivering the most return.

And it’s working. Sephora averages around 12.5k engagements per post — almost 10x Ulta’s 1.29k per post.

While both brands have loyal fan bases, Sephora’s ability to consistently drive conversation, shares, and likes puts it in a league of its own when it comes to beauty retailers on social. Let’s take a look at what it’s doing to garner so much love.

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Thinking Outside the Box With Unexpected Collabs

Sephora isn’t afraid to get creative and pair up with partners you wouldn’t immediately peg as beauty collaborators. In fact, it’s these unexpected team-ups that became some of the brand’s most buzzworthy posts of the past year.

Take its Faces of Music documentary, which premiered on Hulu. Featuring Becky G, Victoria Monét, and Chappell Roan, Sephora explored the connection between music, beauty, and makeup. The documentary was received well on social media, with a promo post seeing a 1.02% engagement rate by follower — 7x higher than the median engagement rate for health and beauty brands on Instagram (0.144%).

There was also the creative collab with @pollyther, who designed a miniature “Polly Pocket”-style Sephora store. Not only was it wildly creative, it also tapped into the ever-popular nostalgia trend, racking up major engagement. Sephora’s post achieved a whopping 9.43% engagement rate by follower. That’s 11x higher than the industry median and 5.5x higher than the median engagement rate for all industries on TikTok.

And in its most popular post, Sephora featured Tanner (@tannerwiththe_tism) from Netflix’s Love on the Spectrum for World Autism Awareness Day on both TikTok and Instagram. This collaboration drove hundreds of thousands of engagements and became Sephora’s most engaging TikTok from the past year.

So why does this approach work? These out-of-the-box collabs are entertaining and strategic. They help Sephora reach new audiences, stand out among a sea of typical beauty content, and show that the brand gets what its community values.

Making It Interactive

Sephora doesn’t just talk at its audience — it invites them to join in. One clever play in its recent strategy was creating a custom TikTok effect that let users generate their own “makeup name.” The concept was simple. Each letter on the virtual keyboard corresponded to a beauty product, and users typed in their name to reveal their personalized product combo.

The original TikTok showcasing the effect racked up 208K engagements, earning a 15.4% engagement rate by follower. That’s 18x higher than the health and beauty industry median! Even more impressive? The effect was used in over 53,000 posts, giving Sephora greater exposure that reached well beyond their own followers.

People love quizzes, filters, and games, especially when they’re at the center of it. This type of content taps into that universal appeal of interactivity while still spotlighting Sephora’s brand. Plus, when users post their own results, it creates a ripple effect. Friends see it, want to try it, and before you know it, the brand’s campaign becomes a trend.

Want to replicate Sephora’s success? Think about what kind of interactive experience aligns with your brand. Is it a filter? A quiz? A choose-your-own-adventure video? The key is to make it easy to use and fun to share. Bonus points if it helps people express themselves while subtly showcasing your brand and products.

Putting a Face to the Brand — Literally

Another effective strategy? Putting the spotlight on the founders of the brands it carries. It’s a smart move, especially for a retailer. Sephora stocks a lot of brands, which means the usual product promos can start to blur together. But when the founder of a brand shows up to hype up a new product launch or demo how to use it? That hits differently.

Take, for example, a trendy TikTok featuring Patrick Ta hyping up a new product drop. It became Sephora’s fourth most engaging post of the past year. With an engagement rate by follower of 15.7%, it far surpassed the health and beauty industry’s median engagement rate of 0.85%.

Over on YouTube, a tutorial with Haus Labs founder Lady Gaga sharing her updated makeup routine also stood out, becoming one of Sephora’s top-performing videos on the channel. Compared to other videos posted during the period we analyzed, it saw a 19x lift in engagement rate, showing just how powerful founder-led content can be.

As a retailer with hundreds of brands, Sephora knows that a post from their account isn’t always going to land the same way as hearing straight from the source. When founders show up on Sephora’s channels — talking through their inspiration, applying products, or just having fun — it adds an element of authenticity and authority that a typical post can’t quite match.

Plus, fans of these founders (especially celebrities and industry names) are more likely to engage and share, pulling in new audiences and strengthening brand-fan relationships across the board.

Tapping Into Relatable Experiences

Not every post needs to be a major production featuring an A-list founder. Sometimes, a meme says it best. Sephora knows this and leans into relatability in a way that feels fun, self-aware, and in tune with its audience.

Take this Instagram post showing a before-and-after of a Sephora trip, with the “after” being a hand completely covered in makeup swatches. With a 1.61% engagement rate on Instagram, the photo outperformed the industry median of 0.14% by nearly 12x.

Or consider this post that earned 180K engagements, featuring an arm weighed down by Sephora shopping bags paired with the caption, “Beauty is pain.” These meme-like posts might be simple, but they’re high impact, racking up engagement by tapping into feelings beauty shoppers know well.

What’s just as strategic is where Sephora shares these posts. These posts rarely show up on TikTok or YouTube. Instead, they’re reserved for Instagram and occasionally Facebook — platforms where this format performs best.

That said, even a brand as savvy as Sephora doesn’t always get it right. And sometimes, testing content is exactly what you need to do to reveal what doesn’t land.

Learning What Doesn’t Work

While Sephora’s meme-style posts thrive on Instagram, the same approach doesn’t always translate to TikTok.

Case in point: this meme-style TikTok posted during Thanksgiving week, featuring a dancing turkey and a Sephora laptop backdrop celebrating an email outage. The post aimed for humor but fell short, earning only a 0.023% engagement rate by follower. That’s significantly lower than the health and beauty industry’s median of 0.85%. In fact, it ranked among the brand’s bottom 200 posts in terms of performance.

So what happened? It’s likely that the format just didn’t align with what Sephora’s TikTok audience expected. The humor was probably too niche or disconnected from the brand’s core identity on that platform. And it wasn’t a one-off. Several other underperforming TikToks followed a similar pattern.

To Sephora’s credit, though, the brand doesn’t overcorrect or double down on what doesn’t work. These kinds of posts are few and far between on TikTok, and instead of forcing a format, Sephora continues to focus its energy on what aligns with each platform’s strengths.

The lesson? Testing content across channels is smart but so is knowing when to pivot.

Methodology

To analyze Sephora’s marketing strategy, we used Rival IQ to take a closer look at the brand’s performance across social media platforms, including Instagram, Facebook, Twitter, TikTok, and YouTube. We looked at key metrics like engagement rates, follower counts, and post types.

The data in this breakdown covers the period from April 30, 2024, to April 29, 2025. We also pulled in insights from our 2025 Social Media Industry Benchmark Report to help us compare Sephora’s performance with other brands in the health and beauty space.

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Wrapping It Up

Sephora’s marketing strategy blends bold creativity with smart platform choices and genuine connection, making it a blueprint for how to build a social media presence that actually resonates with its audience. For any brand looking to do more than just show up online, there’s plenty of inspo to take from Sephora’s playbook.

The post Sephora’s Marketing Strategy: What Sets the Beauty Giant Apart in 2025 appeared first on Rival IQ.

Whether you need a fresh perspective or just a little inspiration, we’ve got you covered. We’re tackling social media content creation and exploring the tried-and-true best practices that can elevate your posts from good to great.

From understanding your target audience to optimizing your content for different platforms, we’ll walk you through the step-by-step process of crafting engaging posts that resonate. Along the way, we’ll share real-life examples, expert insights, and actionable tips. But before we get started on those steps, let’s cover the basics.

What Is Social Media Content Creation?

To keep it simple, social media content creation is exactly what it sounds like: creating the content that fills up your brand’s social media feeds. It’s the foundation of any social media strategy because, without content, there’s nothing to engage with.

But it’s not just about making something and posting it. Good content is intentional. It’s designed to connect with your audience, tell your brand’s story, and (ideally) drive some kind of action — whether that’s a like, a comment, or a sale.

For brands, content creation can sometimes feel like an endless cycle. But when done right, it’s a powerful way to build relationships, boost brand awareness, and keep your audience engaged. The key is knowing what kind of content works best for your brand and audience, which brings us to our next point.

Types of Social Media Content

Social media isn’t one-size-fits-all. Different platforms favor different content styles, and your audience likely engages with a mix of formats. Here’s a rundown of what you’ll be working with:

• Images: The backbone of most social platforms. This includes single images, carousels (multi-image posts that let users swipe through), and designed graphics or infographics.
• Videos: We’ve got short-form (Reels, TikToks, Shorts), long-form (YouTube, LinkedIn webinars), live videos, and even different orientations (vertical vs. horizontal). Whether you’re looking to create attention-grabbing content or dive deep with detailed tutorials, videos offer endless possibilities.
• Captions: More than just words under a post, captions can educate, entertain, or inspire action. They can be short and snappy or long-form storytelling, depending on your brand’s style.
• Stories & Ephemeral Content: Typically lasting only 24 hours, this type of content is great for sharing casual, time-sensitive updates.
• Text-Based Posts: Popular on platforms like Twitter (X) and LinkedIn, these posts can range from long and thought-provoking to short and funny.
• Interactive Content. Encourage audience participation by posting interactive content such as polls, quizzes, contests, and interactive stories. Not only are they an effective way to boost engagement, but you can also gain valuable customer insights.
• User-Generated Content (UGC): Sharing content your customers create about your brand can build trust and encourage more engagement.
• GIFs and Memes: Injecting humor and relatability into your social media strategy can help you resonate with your audience. These light-hearted and often viral content formats can help humanize your brand and add a touch of fun to your posts.

Each type of content serves a different role, and the best social media strategies mix them up to keep things fresh. The goal? To create content that feels valuable and engaging — not just noise in someone’s feed.

Top Tools for Social Media Content Creation

Now that we’ve covered the types of social media content you can create, let’s talk tools. Having the right tools in your arsenal can make a world of difference in streamlining your workflow, boosting creativity, and maintaining consistency. Here are some essential categories of tools you might want to explore:

• Design & Editing Tools: For creating eye-catching visuals and graphics. Consider Canva for a beginner-friendly interface or Adobe Creative Cloud for more comprehensive editing capabilities.
• Video Editing Tools: To create and polish video content, whether that means quick clips or longer narratives. CapCut and InShot are two popular tools you might want to try.
• Collaboration & Project Management Tools: Stay organized and on top of your content schedule with tools like Trello for project management or Slack for team communication.
• Scheduling & Automation Tools: To plan posts and automate your content calendar across platforms. Buffer, Sendible, and Later are a few examples.
• Analytics & Reporting Tools: For tracking performance, measuring engagement, and refining your strategy based on data. Most social platforms report native analytics, but you can also use a dedicated social media analytics platform like Rival IQ.

Having these tools in your toolkit sets the foundation, but truly effective social media content creation requires a strategy. Let’s dive into the seven essential steps for creating content that resonates with your audience.

1. Establish Your Goals

When it comes to social media content, it’s easy to get caught up in the frenzy of posting without a clear purpose. That’s why taking the time to define your goals upfront is key.

Are you looking to boost brand awareness or increase website traffic? Is your focus on generating leads or strengthening customer engagement? Establishing clear goals provides a roadmap for your content strategy, helping you stay focused and align your efforts with your overall business objectives.

For instance, let’s say your goal is to generate leads. In this case, you may want to create content that offers value to your audience and encourages them to take action. Consider crafting enticing offers, such as downloadable guides or free trials, and promoting them through well-crafted social media posts that highlight the benefits.

When setting goals for your social media content, it’s important to ensure they are specific, measurable, attainable, relevant, and time-bound (SMART). For example, rather than aiming for generic goals like “increase followers,” consider setting more targeted objectives like “increase organic followers by 10% within the next three months.”

By establishing clear goals, you’ll be able to create content that drives meaningful results. Setting goals is an ongoing process, so regularly evaluate your progress and adjust your content strategy accordingly.

2. Get to Know Your Audience

Understanding your audience is the foundation of effective social media content creation. You can have the most visually stunning posts and the wittiest captions, but if they don’t resonate with your target audience, they won’t generate the desired engagement.

To truly get to know your audience, it’s important to dig deeper than just demographics. Take the time to understand their needs, challenges, and aspirations. What motivates them? What are their pain points? Conducting audience research and analyzing data can provide valuable insights that inform your content strategy.

It will also help to understand their social media habits. Which platforms are most popular with your target audience? What kind of content has been trending among them? If you already have an established audience, you can even learn more about the day and times they’re most active on a particular platform, allowing you to tune in on the best times to post.

With Rival IQ, you can even compare your performance to your competitive landscape to find opportunities for increased engagement, as shown below.

Keep in mind that your social media content isn’t just about promoting your brand. You want to provide value to your audience and build a genuine connection. By getting to know your audience and creating content that speaks to their interests and needs, you can encourage engagement and loyalty and, ultimately, drive your social media success.

3. Research the Competition

Staying on top of the latest trends and tactics is crucial for creating good content. One effective way to gain inspiration and insights is by researching and analyzing what your competitors are doing.

By studying their successful content, you can learn valuable lessons, identify gaps in the market, and discover new ideas to incorporate into your own strategy. Here’s how to get started.

Identify Your Competitors

Start by identifying your direct competitors in your industry or niche. Look for brands that have a similar target audience and are actively engaging on social media platforms. For instance, if you’re in the fitness industry, you may want to analyze successful content from brands like Nike or Gymshark.

Analyze Their Top-Performing Content

Dive deep into your competitors’ social media profiles and explore their content strategies. Pay attention to the type of content they share, their posting frequency, and the engagement they receive. Look for patterns or themes that resonate with their audience.

As an example, you could take a quick look at Gymshark’s Instagram and see how the brand has built a massive following by sharing inspiring workout videos, posting motivational messages, and showcasing its products in action through user-generated content.

You can then take your analysis a step further with tools that provide more insights into your competitors’ performance. For instance, with Rival IQ, you’d learn that Gymshark also saw major success with posts about its Lift: Miami event. Official photos from the event (rather than just UGC) were some of its most engaging posts this year — an insight that’s not super obvious from just looking at its page.

For instance, the post below earned a 1.8% engagement rate by follower. That’s more than double its average engagement rate for the year so far (0.73%).

Draw Inspiration but Stay True to Your Brand

While researching your competition, don’t be afraid to draw inspiration from their successful content. Of course, the goal is not to copy your competitors outright but rather to learn from their success and adapt it to your unique brand style. Be open to learning from others while striving to create content that reflects your brand’s voice, personality, and values.

4. Craft Content for Different Platforms

Each platform has its own unique characteristics and audience preferences, so understanding these nuances will help you create content that truly resonates. Here are some platform-specific tips to elevate your social media game.

Instagram

With its focus on visual storytelling, Instagram offers a great opportunity to showcase your brand’s personality and aesthetic. Brands that can deliver eye-catching and entertaining visuals thrive on this platform. An excellent example of this is National Geographic, which shares captivating images alongside inspirational stories to engage its audience.

Be intentional with the quality of the images and videos that you post on Instagram. Leverage Instagram Stories to share behind-the-scenes glimpses, conduct polls, or even host Q&A sessions to encourage audience engagement. Explore the use of relevant hashtags to expand your reach and consider collaborating with influencers to boost your brand’s visibility.

Twitter

With its roots as a micro-blogging site, Twitter is all about concise and timely communication. Craft short, snappy tweets to match the fast-paced nature of Twitter. Use hashtags strategically and participate in relevant conversations. Take advantage of Twitter’s multimedia options by eye-catching sharing images, videos, and GIFs to make your tweets stand out in the quick-moving feed.

Don’t be afraid to let your brand personality boldly come through in your tweets. Brands like Wendy’s, for instance, have embraced their unique brand voice, incorporating witty memes and funny GIFs into their Twitter strategy, earning them a loyal following and driving engagement. In fact, the fast food brand continues to thrive on Twitter despite multiple industries seeing a notable decline on the platform.

As our 2025 Social Media Industry Benchmark Report revealed, the median engagement rate on Twitter across all industries is 0.015%, around half of the rate of the year before (0.029%). Meanwhile, Wendy’s has achieved an average engagement rate of 0.16% so far this year. Some posts, like the one below about the TikTok ban, scored a 0.64% engagement rate (that’s 42x greater than the median!).

Facebook

With its diverse user base, Facebook offers a broader canvas for content. On this platform, feel free to mix up your posts with a combination of text, images, videos, and links in order to create engaging posts that spark conversations and encourage audience interaction. Consider also leveraging Facebook Live to engage in real time with your audience through Q&A sessions, product demonstrations, or behind-the-scenes tours. https://www.rivaliq.com/blog/top-industries-using-twitter/

Netflix is one example of a brand that’s really embraced all the different content formats Facebook has to offer, from video trailers to sneak-peek images of upcoming episodes. For instance, the streaming giant takes advantage of how easy it is to share links on Facebook, using the platform to direct its audience to articles on Netflix Tudum, its official companion site that delivers exclusive interviews, behind-the-scenes content, and more.

TikTok

Known for its short-form videos, TikTok thrives on creativity and embraces trends. Experiment with catchy music, engaging transitions, and creative effects to make your content stand out. Go all in with the platform’s trending challenges and audios to create content that’s relevant and resonates with your target audience.

With countless creators making waves on the app, you can also collaborate with influencers to amplify your reach and engage with the platform’s highly interactive community. For instance, Chime worked with Keith Lee, the taste-testing TikToker with 17M followers, and Dallas Mavericks Center Dereck Lively II, to treat shoppers to a free month of groceries for Random Acts of Kindness Day.

5. Experimenting with Diverse Content Types

By incorporating a range of media elements, you can keep your followers engaged and tap into their varied preferences. Experimentation is key. Don’t be afraid to test new content styles, try out emerging formats, and adapt them to your brand’s unique voice.

More importantly, you want to take note of what works well for your audience and adjust accordingly. What type of post generates the highest engagement? What about for others in your competitive landscape?

For instance, a look at the beauty brand Benefit’s post type analysis shows that, while the brand mostly posts reels, it’s actually carousels that garner the most engagement in its landscape.

If Benefit’s looking to boost engagement, experimenting with more carousel posts would certainly be a good place to start.

6. Engage Through Authenticity

In today’s social media landscape, authenticity has become a key driver in building a strong social media presence. People crave genuine connections and want to engage with brands that are transparent and real. By embracing authenticity, you can build a strong social media presence that fosters trust, loyalty, and meaningful interactions.

One effective way to engage your audience is by sharing behind-the-scenes moments and personal stories. Take inspiration from brands like Glow Recipe, who often give their followers a glimpse into their process, such as in the post below showing how they got an iconic photo. By being transparent about your business, you build trust and foster a sense of loyalty.

Maintaining a consistent brand voice and style is also crucial. Whether it’s a witty and playful tone like Wendy’s on Twitter or a polished and aspirational style like Nike’s on Instagram, find a voice that aligns with your brand values and appeals to your target audience. Consistency across platforms can help you create a recognizable and memorable brand identity.

Finally, don’t forget to actually interact with your audience. With engagement as the most valuable currency on social, be sure to encourage interactions and initiate conversations. Respond to comments, acknowledge feedback, and show appreciation for your followers. By nurturing these interactions, you’ll create an engaged community around your brand and a social media presence that stands out from the crowd.

7. Track and Improve Your Success

Social media content creation is just the first step. To truly maximize your impact and continuously improve, you need to track and measure your success. By monitoring the performance of your content, you can gain valuable insights into what works and what doesn’t, enabling you to refine your strategy and achieve better results.

Collect data on how well your content performs, then look for patterns and correlations between your content and the metrics. Analyze which types of posts generate the most engagement, which platforms yield the highest reach, which content drives the most conversions, etc.

Fortunately, there are various tools and platforms available to help you measure and analyze your social media performance. For instance, with our user-friendly interface and robust features, Rival IQ makes it easy to track your social media metrics and benchmark your success against your competitors.

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Dive deep into your analytics to uncover patterns and trends that can inform your content strategy. For example, you might discover that certain types of posts generate higher engagement or that specific times of the day are optimal for reaching your target audience.

Once you have identified areas for improvement, take action. Experiment with different content formats, themes, and posting schedules based on your findings. Continuously test and refine your approach to ensure that your content remains fresh, relevant, and engaging. With the right tools and a data-driven mindset, you’ll be well-equipped to create social media content that captivates your audience and delivers meaningful results.

The Wrap Up

In a world where social media has become a vital part of our lives, the power of good content can’t be underestimated. Now, armed with the best practices and inspiration from this blog, it’s time for you to get started on social media content creation that works.

Remember, social media is ever-evolving, so stay curious and open to learning. Embrace the challenges and seize the opportunities that come your way. Most importantly, have fun creating content that captivates, inspires, and connects with your audience.

This post was originally published in 2023 and has since been updated.

The post The Ultimate Guide to Creating Effective Social Media Content appeared first on Rival IQ.

Hashtags fuel TikTok’s algorithm, helping videos reach the right audience, boost engagement, and even go viral. But slapping on a few trending hashtags isn’t enough. The key is finding the right hashtags — ones that not only match your content but also drive real engagement.

In this guide, we’ll cover the hottest TikTok hashtags, how to identify the best ones for your brand, and the smartest way to track hashtag performance (hint: you don’t have to do it manually). But first, let’s talk about what hashtags are really for.

Why Use TikTok Hashtags?

Let’s start with what hashtags aren’t. They’re not magic keywords that instantly guarantee virality. They’re also not just for aesthetics or for stuffing as many as possible into your caption.

So, what do hashtags actually do? They act as labels that categorize your content, making it easier for TikTok to show your videos to the right audience. More importantly, they help you:

• Get discovered. Hashtags can expose your content to users who are actively engaging with similar topics.
• Join trending conversations. Popular hashtags often link to challenges, trends, or niche communities where users interact with specific types of content.
• Boost engagement. TikTok tracks how users engage with videos under a hashtag. The more engagement your video gets within a certain hashtag category, the more likely TikTok is to push it to more viewers also engaging with that tag.
• Reach your ideal audience. The right hashtags ensure your content is seen by people who actually care about it rather than just a broad, uninterested audience.

Now that we’ve established why hashtags are important, let’s dive into the top trending TikTok hashtags of 2025 and how to find the ones that’ll work best for you.

The Top Trending Hashtags on TikTok Right Now

TikTok’s algorithm loves trending hashtags, and using them strategically can have your content reach more eyes. However, what’s trending changes fast, so it’s important to keep an eye on real-time trends.

TikTok’s Creative Center offers a real-time look at the hottest hashtags, making it easy for you to tap into current trends. These are constantly updating, but we’ll list a few here so you can get an idea of the kinds of topics that make it to the top of the trending list. These were the top 10 trending hashtags from the last 120 days (November 10th, 2024, to March 10th, 2025):

1. #creatorsearchinsights
2. #2025
3. #blowup
4. #valentinesday
5. #trump
6. #newyear
7. #blowthisupforme
8. #tiktokshopfinds
9. #america
10. #superbowl

TikTok also reports trending hashtags in certain industries, giving marketers a more tailored perspective. These include food & beverage, health, and travel, among others:

Let’s dive into two industries for a closer look at how TikTok categorizes its hashtags. For the Beauty & Personal Care industry, the top 10 hashtags from the last 120 days (November 10th, 2024, to March 10th, 2025) were:

1. #naturalhair
2. #getreadywithme
3. #curls
4. #nailsoftiktok
5. #nailtok
6. #nail
7. #pedicure
8. #relaxingvideos
9. #gelnails
10. #fade

Meanwhile, in Education, the top trending hashtags from that same time frame were:

1. #jobs
2. #blackhistory
3. #jobsearch
4. #homeschool
5. #engineering
6. #drywall
7. #preschool
8. #barnesandnoble
9. #historytime
10. #thrillerbooks

Using your own judgment is essential here. TikTok’s categorization isn’t perfect, which you can see above with the puzzling inclusion of “#drywall” under the Education industry. The good news is that TikTok does offer more detailed insights into each hashtag, allowing you to decide for yourself whether a hashtag is relevant to your brand.

For instance, after clicking on #drywall, an education brand can see that the top videos with this hashtag have little to do with education. Instead, the tag is filled with satisfying videos of drywall techniques.

Other data points, like the number of posts using the hashtag, interest over time, audience age range, related interests, and regional popularity, can also help the brand determine whether it wants to use a particular hashtag.

Again, what’s trending will change rapidly, especially if you’re looking at shorter time frames, such as the last 30 days or the last 7 days. If you want to stay up to date with what’s trending, make it a habit to check TikTok’s Creative Center regularly. Keep in mind, though, that while these hashtags can give your posts a visibility boost, they don’t always guarantee engagement. Relevance is key, and choosing the right hashtags for your specific audience is just as important.

How to Find the Best Hashtags for Your Brand

TikTok’s trend reports are one way to find hashtags, but they’re not necessarily the best way to find tags that will work for your brand. Simply jumping on trends can lead to wasted efforts and missed opportunities, especially when those trends have little to do with your post, product, or customers.

To truly drive engagement, you need hashtags that resonate with your specific audience. Here are three ways to find them.

1. Competitive Analysis

One of the most effective ways to find the best TikTok hashtags for your brand is through competitive analysis. By examining what hashtags your competitors are using, you can identify high-performing tags that align with your niche, ensuring that your content is being exposed to the right people.

Now, of course, you can do this manually by scrolling through your competitors’ TikTok profiles, tracking which hashtags they use in their most successful posts, and making note of patterns.

Or you can use a social analytics tool to streamline the process. For instance, our platform does the heavy lifting for you, analyzing your competitive landscape to uncover which hashtags your competitors are using the most, which ones are driving the highest engagement rates, and more.

You can build your competitive landscape from scratch by adding relevant brands or dive into pre-built industry landscapes for instant insights. Take our Athletic Shoes landscape, for example.

What’s helpful about Rival IQ is that you don’t just get the data — you get actionable insights and feedback. For instance, our hashtag analysis for athletic shoe brands over the past 90 days shows that the focus company (Nike) used seven out of eight of the most broadly used hashtags, highlighting both strengths and opportunities.

With a social analytics tool, you can move beyond basic data collection to gain an in-depth understanding of what drives your audience. Because at the end of the day, it’s not just about knowing what’s trending — it’s about understanding what actually drives results

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2. Hashtag Generators

Another way you can find relevant TikTok hashtags is with a hashtag generator. There are plenty of free ones that you can find online. Just submit a keyword or caption, and they’ll generate a handful of related hashtags.

Ahrefs, for instance, has a free AI TikTok hashtag generator that can generate as many as 20 hashtags based on your post’s caption.

3. The TikTok Search Bar

Our final hashtag hack is the TikTok search bar. You can type in a hashtag you’re interested in, and TikTok will suggest related searches that can help you refine your strategy. For example, searching #runningshoes led to #runningshoeswomen and #runningshoesmen, both specific and impactful tags that can help you reach the right audience.

Best Practices for Using TikTok Hashtags

Beyond picking the best TikTok hashtags for your brand, here are four more best practices to keep in mind.

1. Mix Hashtag Types

A well-rounded hashtag strategy should include a blend of trending, niche, and/or branded hashtags. Trending hashtags can boost visibility, but niche hashtags relevant to your brand and industry help you connect with the right audience. Meanwhile, branded hashtags are great for building brand identity and user-generated content campaigns.

Take Puma’s TikTok post featuring Neymar Jr. and their FUTURE cleats. The caption is all hashtags: #PUMA (branded), #Football (trending), #FUTURE (branded), #NJR (niche), and #NeymarJr (niche). This mix boosts visibility with broad trending tags while strengthening branding and connecting with die-hard fans.

2. Don’t Overload Your Captions

More hashtags don’t always mean more engagement. TikTok’s algorithm prioritizes relevance, and using too many hashtags can dilute your message. Adding around three to five well-researched hashtags per post keeps your content targeted and effective without overcrowding your caption.

Also, beware of overused hashtags like #fyp and #viral. While they might seem like a shortcut to more views, they’re incredibly saturated. TikTok boosts posts that generate real engagement —  likes, comments, shares — so if you use a super broad hashtag but don’t get much interaction, the algorithm may see your post as irrelevant and limit its reach. Instead, focus on tags that are specific to your content and audience. This helps TikTok show your video to the right people, increasing the chances of real engagement.

3. Keep an Eye on Performance

To get the most out of your efforts, regularly analyze which hashtags are actually driving engagement. Are certain hashtags consistently driving high engagement? Use them more often. Not seeing traction with a trending hashtag? Swap it out for something more relevant. With real-time insights, you’re not just guessing what works. You’re making data-backed decisions that amplify your reach and engagement.

4. Experiment and Adapt

TikTok trends move fast, and what works today might be irrelevant next month. Track engagement, swap out low-performing tags, and stay flexible with your approach. Pay attention to patterns as you experiment. Are shorter hashtags performing better? Are industry-specific tags bringing in more engagement than broad ones? Continuously adjusting your strategy ensures you’re always using the hashtags that maximize your reach and impact.

The Wrap Up

Hashtags are a powerful tool on TikTok, but success isn’t about chasing every trend — it’s about choosing the right ones. Focus on hashtags that actually drive engagement for your brand. From analyzing competitors to testing and adapting over time, a smart approach (and a powerful social media analytics tool!) will help you maximize your reach and engagement.

The post How To Find and Use the Best TikTok Hashtags in 2025 appeared first on Rival IQ.

In fact, in 2024, some platforms (ahem TikTok) saw organic engagement drop by 50%, while others had slight bumps. So, does that mean you should throw your entire budget into paid ads to guarantee reach? Not so fast. It’s all about understanding how to leverage organic vs. paid social media.

Both strategies play an important role in your social media success. Organic content helps build community, trust, and long-term brand awareness, while paid social ensures your message gets in front of the right audience quickly. The key is knowing how to balance both to maximize ROI.

To help you out, we’re breaking down the differences between organic and paid social media and when to use each.

What Is the Difference Between Organic And Paid Social?

While organic and paid social media exist on the same platforms, they operate very differently — especially when it comes to reach and impressions. Let’s take a more detailed look.

What Is Organic Social Media?

Organic social media is unpaid content that brands share on social media platforms — think regular posts, comments, and interactions. It’s how businesses engage with their audience naturally, relying on likes, shares, and comments to expand their reach.

The biggest advantage? Authenticity and cost-effectiveness. Organic social content is a great way to showcase brand personality, provide value through educational or entertaining content, and genuinely engage with followers. And, aside from the time and effort invested, it’s free to post.

There are some cons to organic social, though. Unlike paid ads, organic content isn’t boosted with ad dollars, meaning visibility depends on platform algorithms and audience engagement. With opaque social media algorithms calling the shots, you have little to no control over whether your posts are shown to your target audience (even those who follow you).

Still, while organic social requires patience and time to build momentum, it can lead to serious success. It’s all about playing the long game and prioritizing connection over promotion. A great example? Duolingo.

Instead of flooding feeds with product-focused content, the language-learning app leans into humor, pop culture, and trending conversations to keep its audience entertained and connected to its brand.

Duolingo’s TikTok marketing strategy stands out for its memorable brand personality, authentic interactions, and creative tie-ins with popular culture. For instance, when Squid Game Season 2 was released, Duolingo wasted no time posting TikToks tied to the show’s massive hype. The videos were a hit, with two Squid Game-related TikToks making it to the top ten of Duolingo’s most engaging posts within the past 90 days.

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Joining in on trending topics isn’t just fun — it’s a social strategy that works. As we can see above, Duolingo’s TikToks from the last 90 days achieved an average engagement rate of 5.59% — more than double the 2.6% median for brands! That’s the power of organic social done right. By focusing on audience connection rather than constant selling, Duolingo has turned itself into a must-follow presence on social media.

What Is Paid Social Media?

Paid social media is exactly what it sounds like — any content brands pay to promote on social platforms. This includes boosted posts, display ads, sponsored content, and even influencer collaborations.

The big benefit of paid social is greater precision and visibility. It’s a way for brands to avoid being buried by the algorithm, get in front of their ideal audience quickly, and potentially drive more traffic, leads, and conversions. Most social platforms offer advanced targeting based on demographics, interests, and behaviors, so you can be confident that your content will be displayed to the right people, whether they follow you or not.

An example of paid social in action is this sponsored Instagram post promoting Jumpspeak’s limited-time 75% off deal. With a clear CTA button to “Get offer,” this ad is designed to grab attention and drive conversions fast. Since the goal is to attract new customers — not just engage existing followers — it makes perfect sense to put ad dollars behind it, allowing it to quickly reach the right audience beyond Jumpspeak’s current base.

Of course, paid social has its challenges. Costs can add up quickly and ad fatigue is real, with users regularly swiping past overly promotional content. Plus, relying too much on paid efforts without a strong organic presence can make a brand feel inauthentic. While paid social can drive quick wins, combining it with a solid organic strategy is essential.

Which Is Better Organic Or Paid Ads?

There’s no clear winner between organic and paid social media. Which one works best will depend on what you’re trying to achieve, who you want to reach, and your overall game plan. Before determining which approach will deliver better social media ROI, you need to understand what you’re aiming for.

Organic content is great for building lasting relationships and brand authenticity, while paid ads get you quick, targeted visibility. Let’s explore when each strategy works best.

When to Use Organic Social Media

Organic social media is the backbone of brand trust and community-building. It’s how you create authentic connections with your audience, foster engagement, and keep your brand top-of-mind.

So, when is organic social the way to go? If your goal is to build brand awareness, nurture customer relationships, or cultivate a strong community. Of course, there’s no one-size-fits-all approach. Some brands (like Duolingo) thrive by leaning into humor and entertainment. Others, like Ben & Jerry’s, take a more purpose-driven route, using their platforms to inform, empower, and rally their audience around social change.

Posts like the one below communicate Ben & Jerry’s brand values, cementing it as not just an ice cream brand but a company that thousands are proud to support, as reflected in the 283K likes and comments.

Whether your brand is here to make people laugh or make an impact, organic social is all about creating meaningful connections that go beyond just selling. Here are a few quick tips to improve your organic reach:

• Post consistently and at times when your audience is most active.
• Use hashtags strategically to increase discoverability.
• Share content that encourages engagement (like polls or questions).
• Engage with your audience. Reply to comments and share user-generated content.
• Stay agile and incorporate current trends to keep your content fresh.

Remember to approach organic social like a marathon, not a sprint. Stay consistent, monitor your performance over time, and adjust your strategy based on what resonates most with your audience.

When to Use Paid Social Media

Sometimes, organic social media just isn’t enough to get your content in front of the right people. That’s where paid social comes in. Whether you’re launching a new product, running a limited-time offer, or trying to reach a highly specific audience, paid social helps you cut through the noise and get immediate visibility.

Paid social is ideal when you need to:

• Drive traffic fast, like promoting a sale or event
• Target a specific audience using demographics, interests, and behaviors
• Retarget website visitors to bring them back and convert
• Scale successful organic content by boosting high-performing posts

To get the most out of paid social, start small and test different creatives to see what works well. Keep a close eye on performance metrics, refining your targeting and budget as needed. When done right, paid social can work hand-in-hand with organic efforts to maximize your brand’s reach and engagement.

Pro tip: Want to know if your competitors are putting ad dollars behind their posts? Rival IQ offers boosted post detection, showing whether engagement is organic or ad-driven. You can also compare your organic and paid performance side by side, giving you the data to justify additional budget and make smarter decisions.

The Wrap Up

The best social media strategies don’t choose between organic and paid — they use both to maximize impact. Find the right balance based on your goals and budget, and don’t forget to measure your success. Keeping an eye on industry benchmarks can help you see how your efforts stack up and where you might need to adjust. With the right mix of organic engagement and strategic paid efforts, you can craft a strategy that leads to greater results.

The post Organic vs. Paid Social Media: What is the Difference and Why It Matters to Your Social Strategy appeared first on Rival IQ.

A recent report found that UGC is 8.7x more impactful than influencer content, with 8 out of 10 people saying that user-generated content highly impacts purchasing decisions. Ultimately, when UGC is done right, it can build loyalty, drive engagement, and inspire new customers to take action.

But what are the different types of UGC you can leverage? And how can you inspire your audience to share? We’re breaking it all down.

What Is User-Generated Content?

User-generated content refers to any content — whether it’s text, images, or videos — created by individuals rather than brands. Unlike brand-generated content, which typically features polished marketing messages or promotional campaigns, UGC comes straight from those who use the products and services, ideally reflecting genuine experiences and opinions.

Some of the most common types of UGC include:

• Social media posts: Photos, videos, and comments posted by users on social platforms like Instagram, TikTok, Facebook, and YouTube.
• Reviews and testimonials: Feedback from customers that can be found on the brand’s website, app, or review sites like Yelp and Google.
• Blog posts and articles: Content written by customers sharing their thoughts and experiences with a brand or product.
• Creative contests: Entries from people who participate in brand-sponsored challenges or contests.

So, what makes UGC so appealing? For starters, it’s authentic. When consumers see real people using and enjoying a product, it resonates way more than a scripted ad would. As fatigue towards inauthentic advertising grows, user-generated content has become a way for brands to humanize their marketing efforts and earn consumers’ trust. Reflecting honest opinions and experiences, UGC has become a reliable source of information for potential buyers.

Why UGC Is Important for Brands

As we mentioned, UGC is a great tool for boosting trust. After all, a majority of consumers (86%) say that they’re more likely to trust a brand that publishes user-generated content. Even more, a lack of UGC can actually prompt distrust. 58% of consumers (including 64% of Gen Z and 60% of Millennials) reported leaving a brand website without purchasing because it didn’t contain any customer reviews or photos.

In other words, authentic content from real users isn’t just a nice-to-have but an expectation. With so many marketing messages competing for their attention, consumers crave relatable, real-world perspectives. By having real customers support the promise of a brand, UGC directly influences consumers’ purchase decisions. After all, when you see genuine stories and experiences from others, you’re more inclined to believe in the product’s value.

Beyond building trust, UGC also has the advantage of being cost-effective. Rather than producing all content in-house, brands can scale their content efforts by spotlighting user-generated photos, reviews, and stories. This not only saves time and money but also amplifies their reach with diverse content that resonates with a wide audience.

5 Ideas For Generating UGC

Since user-generated content is something you rely on others for, you might be wondering how to even get started. Luckily, UGC isn’t something that brands have to sit around and wait for. Here are five actionable ideas for getting your audience to create content for you.

1. Just Ask — And Make It Easy

Sometimes, all it takes to generate UGC is a simple ask! Encourage your customers to leave reviews and share photos or videos of your product on your website or social media. Make sure to keep the submission process simple and accessible to maximize participation.

E-commerce brands are masters at this. Their sites almost always include customer ratings and reviews directly under product listings with prominent “Add Your Review” buttons.

The fashion brand Everlane takes this idea a step further by also spotlighting customer-submitted photos on their homepage. By including a simple upload link, the brand makes it easy for fans to show off their style while letting new shoppers see the brand in action.

When customers see themselves featured — or believe they have a chance to be — it can inspire a powerful connection to the brand, often leading to greater brand loyalty. Give customers an easy way to share photos, videos, or reviews on your platform and you’ll be surprised at how much content your customers are willing to share.

2. Run a Branded Hashtag Campaign

You can also try creating a unique branded hashtag that encourages your audience to share their content. This gives followers a clear way to contribute while keeping all posts easily discoverable in one place.

Calvin Klein’s iconic #MyCalvins campaign is a great example of a hashtag that took on a life of its own. The brand sparked a global trend that continues to inspire UGC, with customers regularly using the hashtag when posting about their Calvin Klein products. In many ways, it’s turned into a badge of pride for fans, making them eager to show off their looks on social and beyond.

To replicate this, choose a catchy, easy-to-remember hashtag that represents your brand and pair it with a clear call to action. With a well-crafted hashtag, you can inspire your community to create content that showcases your brand in an organic way.

3. Hold Contests or Challenges

People love a good contest, especially if there’s a prize involved. Hosting a contest that requires user-submitted photos, videos, or stories is an excellent way to gather UGC while also boosting brand visibility. Incentivize participation by awarding the prize to the best submission. Just make sure to clearly outline the rules, encourage tagging your brand, and share the best entries to keep the momentum going.

For instance, GoPro regularly holds challenges as a part of its GoPro Awards program, inviting customers to submit their photos, raw clips, and edits filmed with GoPro products. Winners get anything from their equal share of $1 million to GoPro gear.

This UGC strategy has earned the brand some of its top-engaging posts, including the Instagram post below, which earned a 1.76% engagement rate by follower. That’s more than 4x higher than the median engagement rate across industries (0.43%)!

Of course, you don’t always need a grand prize to motivate participation. Getting featured on a brand’s social media is often enough to create buzz and encourage your audience to engage, such as with GoPro’s Photo of the Day Challenge, which boasts exposure to the brand’s massive audience of 44 million as the “prize.”

4. Partner With Influencers to Kickstart Participation

Collaborating with influential creators can be a powerful way to spark more UGC. By getting popular public figures to use your product, you set the stage for followers to get inspired and create their own content.

Apple’s #ShotOniPhone campaign is a perfect example. The brand regularly commissions artists to showcase what their devices can capture. Most recently, The Weeknd shot his Dancing in the Flames music video using the iPhone 16, sparking plenty of impressed reactions.

While a faceless brand might struggle to inspire genuine content from customers, a relatable and respected person can turn things around. You don’t even need to partner with a mega-star to make an impact. Micro-influencers can be just as powerful. With smaller but more engaged audiences, micro-influencers have a lot of, well, influence. By letting them kickstart the conversation, you can better convince users to join in and share their experiences.

5. Host a Shareworthy Event

Nothing makes people want to post like a fun experience. Hosting a pop-up event is a fantastic way to generate UGC while creating memorable brand interactions. Whether it’s an immersive experience with on-brand decor, interactive stations, or even a product trial area, a well-planned pop-up encourages attendees to snap photos, film videos, and post about the experience.

Take Glossier, for example. The beauty brand’s pop-up events often lead to posts by attendees eager to share their visits. A quick search of “Glossier pop-up” on TikTok results in numerous user-generated videos that spread the word and spur excitement.

You can plan your own branded pop-up and encourage guests to post using a unique hashtag. Not only will you encourage plenty of UGC from event attendees, but you’ll also build stronger connections with your audience who get to experience your brand in a fun, shareable way.

Measuring the Success of Your UGC Campaign

The work doesn’t stop once the content is generated. You also need to keep an eye on your UGC campaign to determine if it’s resonating with your audience and supporting your brand goals. Tracking specific metrics will give you a clear view of how your audience is engaging and whether the campaign is driving the desired actions.

Start by looking at engagement metrics such as likes, reactions, comments, and shares. These interactions reflect how well the content is performing, with higher engagement suggesting that the posts resonate and are share-worthy. A social analytics platform like Rival IQ can help you assess this at a glance, letting you easily see how much engagement specific posts, hashtags, and even keywords are earning.

Beyond engagement, tracking website traffic and conversions from UGC posts is essential for seeing whether your content is actually driving people to take action. You can monitor this by using unique links or UTM codes within posts to trace specific traffic sources, or by checking your web analytics to see how users are interacting with your site after engaging with UGC. Analyzing these metrics can reveal how effectively it’s contributing to your overall goals and inform any changes needed to improve conversions.

Find out what is a good engagement rate on social media.

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Then there’s sentiment analysis, which is all about understanding the tone and emotions people express in their interactions. After all, it’s not just about the quantity of engagement but also their quality. Are people reacting positively or negatively? With Rival IQ’s social listening capabilities, you can track brand mentions, hashtags, and customer sentiment, letting you stay on top of your audience’s genuine reactions.

Wrapping It Up

From relatable videos to heartfelt reviews, UGC allows brands to showcase their products through the eyes of their customers. Embracing UGC means inviting your audience to be a part of your story, creating a feedback loop that not only boosts engagement but also drives loyalty. So, whether you’re just starting to experiment with UGC or looking to expand your current efforts, there’s no better time to tap into the creativity of your community.

The post What Is User-Generated Content (UGC) and Why Is It Important? appeared first on Rival IQ.

It’s crucial that your business stays ahead of the curve, so we’ve put together a shortlist of the five major social media trends and the corresponding best practices to tackle them. Seizing these trends will give you a competitive edge and set you up for success this year and beyond.

So, what are the latest social media trends?

Social Media Trend #1: AI gets a promotion

In just a few years, artificial intelligence (AI) has shifted from being a futuristic buzzword to becoming a major part of social media marketing. Nearly 60% of marketers already use AI to enhance their social media efforts, and this number is expected to continue growing.

AI isn’t just about chatbots or scheduling posts anymore. It now plays a role in content creation, capable of everything from fully written tweets and media generation to voiceovers and closed captions. Today, social media managers who learn to collaborate with AI can lower costs, save time, and scale their campaigns faster than ever.

However, as an interesting experiment by Hootsuite found, while AI-generated social posts can be quite effective and engaging, they’re not necessarily a replacement for real people. In the case of the experiment, ChatGPT garnered more total engagement while the human-written posts led to more meaningful actions, such as profile visits, link clicks, and bookmarks.

And then there are the conversations around the ethics and accuracies of AI. As AI continues to evolve, concerns are rising about misinformation, bias, and the potential for dehumanizing interactions. Marketers will need to consider the implications of relying too heavily on AI-generated content, especially in terms of maintaining credibility and trust with their audience.

So what should you do?

Strike a balance by using AI as a collaborative tool rather than a standalone solution. While AI can be a fantastic starting point — used to spark ideas or draft initial content — it’s crucial to remember that a human touch is still needed. Authenticity, emotional connection, and a deep understanding of your brand’s unique voice are all elements that AI has yet to master.

Companies will also do well to create standards and guidelines for using AI in their content strategies. This includes outlining ethical practices, such as being transparent about AI-generated content and ensuring accuracy in messaging.

And of course, to ensure your content is performing well, it’s essential to establish metrics for success. Use analytics tools to track engagement rates, follower growth, sentiment, and more. By leveraging social analytics platforms like ours, you can gain insights into which types of content resonate with your audience and effectively refine your strategies.

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Social Media Trend #2: Authentic, playful personalities get lots of love

According to The Sprout Social Index, the number one thing consumers say they don’t see enough of from brands on social media is authentic, non-promotional content. Younger audiences, especially Millennials and Gen Z, want to see the people behind the brand — not just the brand itself.

Gone are the days when brands could hide behind logos and sleek product shots. Today’s social media landscape rewards authenticity, humor, and a less filtered approach. Social users don’t want to be sold to — they want to connect with people who understand and reflect their lifestyles.

The “Gen Z edit” and “Gen Z marketing script” trend is a perfect example of this. The video trend features an (often older) brand employee promoting their business but with a twist. They were given a script filled with the latest Gen Z slang or the video was intentionally edited to highlight funny habits and behaviors.

Across industries, companies are tapping into a more casual and comedic tone. With younger staff at the wheel, they’re playfully poking fun at generational gaps and using slang or references that feel fresh and relatable. Not only is this entertaining but it also builds a sense of connection, showing there are real people behind the brand, not just a corporate logo.

So what should you do?

For brands, this shift means dropping the corporate mask and embracing a more transparent, personal approach. Consider the fact that 90% of consumers say authenticity is a key factor when deciding what brands they like and support. Whether it’s sharing behind-the-scenes content, reacting to cultural moments, or simply showing your team’s faces, consumers are far more likely to engage with content that feels genuine.

Start by creating content that feels less polished and more real. Lean into playful campaigns that reflect your team’s personality, without shying away from humor or self-awareness. And instead of focusing solely on selling, think about how you can offer value or entertainment to your audience in a way that feels natural and authentic.

Social Media Trend #3: Micro- and nano-influencers take center stage as storytellers

Influencer marketing isn’t just a trend anymore — it’s a full-blown marketing strategy that brands rely on. But while big-name influencers once dominated, the spotlight has shifted toward smaller creators. Micro- and nano-influencers, with their more intimate and engaged audiences, are now the go-to for brands of all sizes.

With platforms like Facebook, Instagram, YouTube, and TikTok giving rise to everyday people as content creators, it’s no surprise that audiences are gravitating toward influencers who feel like “real” people, rather than celebrities with unreachable lifestyles.

Another interesting development? While short-form videos like TikToks and Instagram Reels still reign supreme, there’s a growing demand for longer-form storytelling, especially in the form of “storytimes” told in short, engaging parts.

We saw this earlier this year when the viral TikTok series “Who TF Did I Marry?” — in which a woman told her story of being married to a pathological liar — took the internet by storm. What made it so powerful was the sense that you weren’t just watching a video but were on FaceTime with a friend telling a wild story.

This shift shows us that while quick, engaging content is crucial, audiences are equally drawn to authentic, longer stories when done right. Whether it’s a one-off 15-second clip or a multi-part series, smaller influencers are proving they can drive massive engagement by being real and relatable.

Find out what is a good engagement rate on social media.

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So what should you do?

When choosing influencers for your brand, sometimes it’s better to stick with less mainstream figures rather than pulling big names like the Kardashians (if your brand could even appeal to these names). While those big names work best for major brands like Coca-Cola, Ford, and Microsoft, small-to-medium-sized businesses are better off sticking with influencers with a subscribed audience range of 1,000 to 100,000 followers.

Partnering with micro- or nano-influencers allows you to tap into more niche, engaged audiences without breaking the bank. These creators are also often seen as more authentic because their lifestyles feel closer to their followers’ own. Ask yourself, who do you relate to better? Matthew McConaughey and his multi-million dollar lifestyle or the middle-class social media influencer who’s actually tried a product or service?

Also, embrace long-form content if you’ve got a captivating story to tell. While short-form is great for quick hits, long-form storytelling — especially when broken into digestible, binge-worthy parts — can help your brand build a deeper connection with your audience. At the end of the day, it’s all about trust and relatability. The more down-to-earth your influencer, the better the connection an audience is bound to make with your brand.

Social Media Trend #4: Social platforms are the new search engines

More and more, social media isn’t just where we scroll for entertainment—it’s where we go to search for information. Whether it’s discovering a new restaurant, finding product recommendations, or looking for how-to videos, people are turning to platforms like TikTok, Instagram, and even Pinterest to get answers, instead of heading straight to Google.

According to recent data, nearly half of Gen Z prefers searching on TikTok or Instagram over traditional search engines. And it makes sense. Social media’s visual format makes it easy to find exactly what you’re looking for and fast.

Knowing this, platforms have leaned into this trend by enhancing search features to make it easier to find content based on keywords and hashtags. Instagram, for example, now allows keyword searches beyond just hashtags, and TikTok has been optimizing its search function to help users discover more targeted content.

So what should you do?

Simply having a presence on social media isn’t enough. Brands should start optimizing their content for social SEO. That means incorporating keywords, hashtags, and clear descriptions that match what your target audience might be searching for. Pay close attention to the types of search queries happening on social and make sure your content aligns with those trends.

Think of your social media posts as answers to potential customer questions. If your content provides value, it’s more likely to show up in search results and keep users engaged.

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Social Media Trend #5: Social media e-commerce thrives

The monumental growth of online shopping has put certain social media markets on a path to serious expansion. With platforms like Facebook Marketplace, Instagram Shop, and TikTok Shop leading the charge, social media has changed the way consumers discover and purchase products — and there seems to be no going back.

For instance, in 2023, TikTok saw an estimated 33.3 million users shopping directly on the platform, with 51.9% of marketers actively selling through TikTok.

Meanwhile, Facebook Marketplace and Instagram (also owned by Facebook) have seen massive success in making their interfaces easier for shoppers. Instagram, for example, cleared up the clutter of online shopping by allowing users to purchase products from businesses without leaving Instagram using its own Checkout feature.

This trend means your business has more avenues for making a sale than ever before. Lifestyle brands are particularly set to dominate the Instagram market since the platform is based around the idea of sharing said lifestyles and experiences.

So what should you do?

Don’t wait to get in on this trend. The combination of e-commerce and social media is such a natural marriage that up-and-coming brands can’t afford to ignore TikTok Shop, Facebook Marketplace, and Instagram Shop. Millennials and Gen Z are all about experiences and social media is where all of those life events are shared. It’s crucial that your business makes inroads into those experiences as soon as possible.

So here are a few pointers for conducting business in these spaces:

• Trim down the buying process. If you’re selling products that are simple and straightforward, then don’t clutter up the process by redirecting customers to your website from your social media posts. Engage in transactions directly through social media platforms like Instagram whenever possible. The last thing you want to deal with is an excess of abandoned internet carts.
• Utilize user-generated content. Your customers are not only a source of revenue, they are also your best chance at winning over new customers. Happy customers are worth far more than singing your own praise, so borrow their own words and images when marketing the products they choose. Of course, it’s best to ask for permission first.
• Use video whenever possible. Images are great, but videos are even better. Seeing video of your product in action gives your customers a real glimpse into what they can expect when they make a purchase.
• Use high-quality images. I cannot stress this enough. Time and time again I find businesses marketing their products on Facebook Marketplace or Instagram Shop using grainy or pixelated images. These low-quality images inspire more mistrust than a willingness to buy. Take the time to generate quality images to market your products and business.

Whatever you do, just don’t leave this open market on the sidelines to collect dust. Embrace the new way to sell.

And the shifts are bound to continue

Considering the speed at which the landscape has changed over the last year, there’s no telling how many of these social media trends will continue into 2025. If you’re looking to stay up-to-date with the latest social media news and best practices for business, be sure to check in with our blog regularly. Additionally, if you have any thoughts on our suggestions, feel free to find us on Twitter to share your feedback. We’d love to hear from you!

This post was originally published in 2021 and has since been updated.

The post Top 5 Social Media Trends for 2024 (and Beyond) appeared first on Rival IQ.

Social media branding is all about creating a consistent and engaging presence on the various social networks that you’re active on. All companies, from small startups to large corporations, can benefit from investing in their social media branding. Why? Because when done right, branding has the power to inspire trust, boost engagement, and enhance your overall brand image. Here’s what you need to know.

What is Social Media Branding?

Social media branding involves establishing and promoting a consistent image and identity for your business on social media. The goal here is to create a recognizable online presence that reflects your brand’s values, personality, and mission, as well as engages your target market.

There are three essential components to social media branding. The first is your visual identity. This includes visual elements like your logo, color palette, fonts, and overall design aesthetic. Your visual identity should help your audience recognize your brand across platforms. For instance, Coca-Cola uses its logo and signature red to make its profile and posts immediately identifiable.

Your brand voice is also important. This is the unique way that your brand communicates, reflecting your brand’s personality and values. Is your brand lighthearted and fun, or serious and professional? Whatever you choose, your brand voice should be consistent and resonate with your audience.

Duolingo, for example, is beloved for its playful and quirky voice, which is reflected throughout its content and even in its TikTok bio: “just an owl tryna vibe.”

Finally, we’ve got your brand values. These are the principles and beliefs that guide your business. Communicating these on social media helps you connect with like-minded followers.

Take Patagonia. Its commitment to environmental sustainability is a core value that it frequently highlights in its social media posts, strengthening its brand identity and appeal to eco-conscious consumers.

Together, these elements work to create a cohesive online presence. This unified branding helps your audience instantly recognize you, understand what you stand for, and connect with you on a deeper level.

The goal here is to build a community around your brand. When customers feel a personal connection to you, they’re more likely to remain loyal and make repeat purchases. Because social media branding helps you showcase your brand’s unique personality and values, it makes it easier for customers to recognize and choose you over others.

5 Tips for Successful Social Media Branding

Building a strong social media presence isn’t reserved for the brands. With the right approach, it’s entirely achievable for any business out there. Here are five tips to help you create a memorable and impactful social media brand.

1. Know Your Audience

Yes, we know we talked a lot about how social media branding is centered around your brand’s identity — but we can’t just leave your customers out of the equation!

Take the time to conduct a social media audience analysis. This involves researching and analyzing your audience’s demographics, interests, and behaviors, which will help you create content that resonates with them and meets their needs.

Social analytics tools can also be used to track your audience’s engagement with existing content. Pay attention to which types of posts get the most likes, comments, and shares, and use this data to inform your strategy. By understanding the kind of content your audience likes, you can optimize your branding and content to match their preferences.

Check out this analysis of Instagram posts from schools in the Big 12, for example. Within the past month, Brigham Young University, the focus brand here, posted only Reels. Interestingly, though, the post type that generated the highest engagement among the Big 12 was actually carousels. Armed with this kind of info, BYU could tweak its content strategy to include more of what its target audience finds engaging. Voilà, the power of data-driven insights.

2. Be Consistent

Consistency is one of the most important elements of effective social media branding as it helps build brand recognition and trust. Your audience should be able to recognize your brand across all social media channels at a glance. This means using similar visuals and tone of voice in your posts.

To achieve this, create a style guide for your brand. Outline the fonts, colors, and imagery you’ll use. Define your brand’s voice — whether it’s professional, casual, or playful — and stick to it. Keeping a consistent posting schedule will also help to keep your audience engaged and regularly reinforce your brand message.

3. Stay Authentic

Want to build a genuine connection with your audience? Authenticity is key. Social media, in particular, is seeing a major shift, with overly polished or staged posts quickly being pushed to the side in favor of natural and genuine content.

People are drawn to and more likely to engage with brands that are real and transparent. Be honest about your brand’s mission. Share behind-the-scenes content, tell your brand’s story, and show the human side of your business. All in all, don’t be afraid to show that there are real people behind your brand who share the same values, passions, humor, etc. as your followers.

4. Provide Value

Your social media account shouldn’t be just about promoting your products or services — it should also provide value. This can be in the form of educational content, inspiration, or even just entertainment.

For example, rather than just showing off their products with flashy editorial-style content, beauty brands often create helpful content like makeup tutorials or product swatches. The post below by e.l.f. Cosmetics is a perfect example of how makeup lovers positively respond to this, with the TikTok achieving an engagement rate by follower that’s more than double the median for top beauty brands.

To add value, simply think about what your audience needs and how you can help them. Create content that solves problems, answers questions, or simply makes your followers smile. When you consistently provide value, your audience will keep coming back for more and be more likely to engage with and share your content.

5. Engage with Your Audience

Social media offers brands the unique opportunity to engage with their audience, so don’t hesitate to take advantage of it. Responding to comments, messages, and mentions shows that you value your followers and appreciate their interaction. Engaging with your audience can also provide valuable insights into their preferences and opinions.

Try creating content that encourages interaction, such as asking questions, running polls, and hosting giveaways. The more you engage with your audience, the stronger your relationship with them will become, leading to greater brand loyalty and advocacy.

Top sustainable brand Allbirds has mastered this with its easy-to-understand giveaways that always bring in an influx of excited interactions. A recent campaign in honor of the new Allbirds Tree Runner Go shoe earned an impressive engagement rate by follower of 1.34%. That’s nearly 6x higher than the average engagement rate of the retail industry on Instagram.

Measuring Your Social Media Branding Efforts

So, you’ve put in the hard work to build your brand on social media — but how do you know if it’s paying off? Let’s dive into some key metrics that will help you gauge your success and fine-tune your strategy for even better results:

• Engagement: Engagement metrics, including likes, comments, shares, and overall engagement rate, are a reflection of how well your content resonates with your audience. High engagement numbers indicate strong audience interaction and interest in your brand. Regularly monitor these metrics to understand which types of content perform best so that you can adjust your strategy accordingly.

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• Reach: Reach measures the total number of unique social media users who see your content. This metric helps you understand the potential audience size and how far your content is spreading. A growing reach means more people are seeing your brand’s posts, leading to greater brand awareness.
• Followers: Tracking follower growth over time helps you understand how well your brand is attracting and keeping an audience. Of course, it’s not just about the numbers; quality matters too. Be sure that your followers align with your target audience to keep things on track.
• Mentions: Brand mentions, both tagged and untagged, provide insight into how often and in what context people are talking about your brand. Social listening tools can track these mentions across various platforms, giving you valuable insights into your brand’s visibility and reputation.

Of course, managing all these social media metrics for your different accounts can get a bit overwhelming, which is why so many brands work with a social analytics platform. By consolidating the performance data from all your accounts, these tools make it easy to see the big picture.

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With Rival IQ, you can see your data in easy-to-understand charts and graphs alongside helpful insights that our platform automatically draws. Plus, we add competitive context to your metrics so you can learn from your peers and see how you stack up against others in your industry. Check out a sample dashboard below.

Wrapping It Up

As social media gets more saturated with businesses each day, effective branding could be your ticket to standing out. Each photo, video, and comment contributes to your brand’s unique story. Be consistent in your efforts and you’ll be well on your way to a recognizable and trustworthy online presence. Just don’t forget to measure, analyze, and optimize your efforts. Doing so will allow you to make data-driven decisions and stay ahead of the competition for the long term.

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So, what exactly is influencer marketing? Put simply, it’s when brands collaborate with people who have a significant online following and, as a result, the power to influence their audience’s purchasing decisions.

Influencer marketing is crucial for brands looking to connect with their customers in an authentic and relatable way. With consumers craving genuine content and real-life testimonials, traditional advertising methods are becoming less effective. Influencers bridge that gap, providing a trusted voice that brands can leverage to reach their audience.

By partnering with the right influencers, brands can enhance their visibility, build credibility, and drive conversions in a way that today’s consumers prefer. Ready to tap into the power of influencer marketing? Let’s dive into building a successful strategy.

What Is Influencer Marketing?

Influencer marketing has transformed from a niche tactic into a powerful strategy. It all started with celebrities endorsing products, but with the rise of social media, everyday people with engaged followings have become influential voices.

Customers have embraced this shift. According to a recent study, 81% of consumers stated that “social media posts from influencers, friends or family members drove interest in an item or service within the past year.” Even more, 69% reported trusting information that came from influencers, friends, and family over brands.

Influencer Marketing vs. Traditional Marketing

Traditional marketing often relies on broad-reaching methods like TV ads, billboards, and print media, with the messaging coming directly from the brand itself. These approaches aim to reach large audiences but can be costly and less targeted.

On the other hand, influencer marketing taps into the established trust and engagement between influencers and their followers.

These influencers often spend years building, getting to know, and engaging with their community of followers. In turn, their audience is much more likely to trust what they say about particular brands. This makes influencer marketing a highly cost-effective and effective strategy, with brands able to deliver messages directly to interested audiences through personal and authentic recommendations.

Take a look at Stanley, the iconic food and beverage gear brand, for instance. Influencer marketing is a huge component of Stanley’s marketing strategy, with the brand regularly seeing benefits such as greater views, engagement, and even sales when they partner with an influencer.

This TikTok by Stanley, which spotlighted its collab with country artist Lainey Wilson, is a perfect example. By strategically working with someone who had a bigger following (2.4M followers on TikTok versus Stanley’s 1.2M, as of writing), the brand was able to expand its reach significantly, drawing Lainey’s fanbase over to its content.

More importantly, though, Stanley achieved an incredible amount of engagement with this campaign. With a 111% engagement rate by follower, this post was a whopping 13x more engaging than the average Stanley post from the past year, with hundreds of comments expressing their excitement and impatience for the new product. Talk about a successful collab!

Types of Influencers

With the onset of online communities and social media, countless influencers have emerged, all with various niches, approaches, and audiences. The most common way to categorize these different influencers is by the size of their following. We go into more detail in our influencer tracking guide, but here’s a quick rundown of the types:

Mega-Influencers

Mega-influencers, with over a million followers, include celebrities (like Lainey Wilson in our example above) and social media stars. With such a huge audience, they can massively boost your brand’s visibility. However, their star power comes at a high price and they may not always deliver high engagement due to their vast and varied audience.

Macro-Influencers

Macro-influencers have around 100K to a million followers. They strike a good balance between having a large, engaged audience while being more accessible compared to mega-influencers.

Micro-Influencers

Micro-influencers, with 10K to 100K followers, focus on niche markets and have a loyal, engaged audience. They offer good ROI and are more affordable, though they may lack the reach of larger influencers.

Nano-Influencers

Nano-influencers have fewer than 10K followers and are often deeply connected with their local or niche community. They’re highly authentic and affordable but have limited reach.

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How Different Businesses Can Leverage Influencer Marketing

Influencer marketing isn’t a one-size-fits-all approach. Depending on the industry you’re in and your specific goals, there are different approaches you can take.

For instance, in B2B markets, influencer marketing strategies tend to focus on thought leaders and industry experts who can lend credibility and authority to your brand. These often involve collaborating on content like whitepapers, webinars, or industry events.

Meanwhile, B2C brands can benefit from the broader reach and creative content offered by lifestyle, beauty, and entertainment influencers on platforms like Instagram, TikTok, and YouTube. In this space, it’s all about creating content that resonates with everyday consumer experiences.

Here are some examples of how you can approach an influencer marketing campaign:

• Product Gifting. Offer free products in exchange for a review or feature. This approach encourages authentic content and word-of-mouth promotion.
• Affiliate Programs. This involves working with influencers on a commission basis, in which the influencer gets a percentage of sales or rewards for the sales they generate (often tracked through a unique link or discount code).
• Sponsored Posts. Pay influencers to create content that highlights your product or service. These posts are usually tagged as sponsored or paid partnerships, ensuring transparency with the audience while leveraging the influencer’s reach and engagement.
• Brand Ambassadors. Consider recruiting influencers as brand ambassadors to promote your products over an extended period. This creates a consistent brand message and deepens consumer trust.
• Collaborative Content. Co-create content such as videos, blogs, or social media takeovers. This collaboration can result in high-quality content that resonates with the influencer’s audience.
• Giveaways and Contests. Run joint giveaways or contests to drive engagement and increase brand visibility.
• Strategic Partnerships. These partnerships can go beyond social media posts to include event appearances, product development input, and other collaborative efforts that strengthen brand credibility.

Each type of influencer campaign offers unique opportunities to achieve your goals. And by thoughtfully selecting and combining these approaches, you can craft a powerful influencer strategy. Let’s dive into how to craft a winning influencer strategy to make the most of these opportunities.

Crafting an Effective Influencer Marketing Strategy

Influencer marketing can be a game-changer for your brand, but success depends on finding the right influencers to work with and following a well-thought-out plan from start to finish. Here’s how to approach your influencer marketing efforts:

1. Identify Goals and KPIs

Before you start working with influencers, take a moment to clearly define what you want to achieve. Are you aiming to increase brand awareness, drive sales, or build credibility in a specific niche? Your goals will impact the type of influencers you seek, the strategies you use, and the metrics you prioritize.

Your goals should be specific, measurable, achievable, relevant, and time-bound (SMART). Meanwhile, determining your key performance indicators (KPIs), such as reach, engagement rates, and conversions, will help you track and measure your success.

2. Analyze Your Audience

Understanding your audience is essential if you want to work with influencers who will resonate with them. Conduct a thorough social media audience analysis by diving deep into the demographics, psychographics, and behaviors of your target audience. What are their interests, values, and preferences?

Knowing these details ensures that the influencers you choose align with what your audience cares about. For instance, if you’re selling eco-friendly products to environmentally-conscious consumers, collaborating with influencers who advocate for sustainability can enhance credibility and relevance.

3. Determine Your Budget

Figuring out your budget is a crucial step in influencer marketing. Decide how much you’re willing to spend on your campaign, keeping in mind that costs can vary widely depending on the influencer’s reach and engagement.

Be sure to consider other expenses like content creation, tools for tracking performance, and potential ad spend to boost the campaign. By having a clear budget, you can narrow down your influencer choices and ensure that you don’t overspend.

4. Choose Your Campaign Type

Choosing the right campaign type is all about aligning with your goals. Are you looking to increase brand awareness? Try a product giveaway or a sponsored post. Want to boost sales? Consider affiliate marketing. For generating buzz, a takeover or a giveaway might be an effective approach.

Ultimately, your choice will depend on your target audience and the influencer’s style. Mix and match different types over time to see what works best for your brand.

5. Research with Influencer Analytics Tools

Once you’ve got an idea of why you’re doing this and what you’re looking for, it’s time to research influencers. Setting clear criteria — such as follower count, audience demographics, engagement metrics, value alignment, and content quality — will guide your selection process.

High engagement rates, in particular, indicate active and loyal followers, who are more likely to respond positively to your brand. While most platforms’ native analytics won’t allow you to see other accounts’ engagement rates, there are plenty of social analytics platforms that do.

For instance, Rival IQ makes it easy to not only discover new influencers but also assess their performance. With our social search tools, you can search topics, keywords, and hashtags and uncover notable influencers associated with relevant queries.

Meanwhile, our social analytics dashboard quickly reports essential performance data for any accounts of your choosing. You can even compare different influencers, the visual leaderboards allowing you to easily determine which ones you want to work with. Check it out below.

6. Reach Out To Influencers

Building relationships with influencers requires a thoughtful approach. Your relationship with influencers shouldn’t just be a transactional exchange but a partnership that involves active dialogue and collaboration.

Start by personalizing your outreach message. Influencers appreciate when you demonstrate knowledge of their work and audience. Additionally, clearly outline the benefits of collaborating, such as exclusive products, affiliate opportunities, or co-created content ideas. Respect their time and be transparent about expectations, including compensation if applicable.

7. Co-Collaborate on Content Creation and Launch

Once you’ve partnered with the right influencers, it’s time to create the content and launch your campaign. Outline the types of content (e.g., posts, videos, stories), social platforms, and messaging that will be included in the campaign. Establish a timeline with key milestones — such as content creation deadlines, review periods, and publishing dates — to ensure a smooth workflow and timely delivery.

Remember, effective collaboration is key to creating content that resonates with both the influencer’s followers and your customer base. Work closely with influencers to co-create content that aligns with your brand identity while remaining true to the influencer’s unique style and voice.

8. Track Your Performance

After launching your influencer marketing campaign, the real work begins: measuring its impact. By analyzing the results of your campaigns, you gain insights into what works, what needs improvement, and how influencers contribute to your overall marketing strategy.

Here are some key metrics you’d want to keep an eye on:

• Engagement. This metric measures how audiences interact with your content through likes, comments, shares, and saves. High engagement indicates that the content resonated with the influencer’s audience.
• Reach. This refers to how many people have seen the content posted and helps you gauge the campaign’s potential exposure and brand visibility.
• Conversions. Tracking conversions such as website visits, sign-ups, or purchases directly attributable to the influencer’s promotion is an essential way to measure how effective the campaign is at driving desired actions.
• ROI (Return on Investment). Calculating ROI, which compares the campaign’s gains against its costs, is the most straightforward way to determine the profitability of your influencer marketing efforts. For more info, check out our post on how to measure social media ROI.

Again, a comprehensive social analytics tool like Rival IQ can help you effectively track these metrics for multiple influencers across different channels. With tools for tracking accounts, hashtags, URLs, and keywords, you’re able to keep an eye on who’s posting, how often, and the results their content is achieving.

9. Optimize Your Strategy

Like any effort, influencer marketing works best when you continuously improve your strategies over time. Gathering feedback from both influencers and your audience can help you refine your approach and maximize their impact.

Start off by listening to your influencers. They’re your frontline ambassadors, the ones interacting directly with their followers. Your influencer partners can offer first-hand insights into what resonates best with their audience and what doesn’t. Maintain regular communication and feedback loops with them so that you can adjust and improve content strategies quickly.

It’s also important to analyze the data on campaign performances. Metrics such as engagement rates, reach, and conversions provide concrete evidence of what’s working and what needs fixing.

Once armed with feedback and data, don’t hesitate to optimize. Whether it’s tweaking content formats, adjusting posting schedules, or refining audience targeting, every improvement brings you closer to the results you want.

Wrapping It Up

When it comes to influencer marketing, staying ahead also means staying informed. Trends will inevitably shift and new platforms will emerge, so it’s crucial to stay nimble and be able to adapt your strategy accordingly. Still, this guide outlines the foundational elements of a solid influencer marketing strategy. By mastering the fundamentals — setting clear goals, finding the right influencers, and measuring impact — you’ll be well on your way to campaign success.

The post How to Build a Successful Influencer Marketing Strategy appeared first on Rival IQ.

Sure, the buzz is exciting but, as businesses, we need to dig deeper. Understanding the ROI of our social media efforts is essential for strategic decision-making and maximizing our brand’s potential. But where to start? We’re breaking down how to measure and maximize your social media ROI. Let’s get to it.

What Is Social Media ROI?

Social media ROI, or return on investment, is a crucial metric for assessing the effectiveness of your social media efforts. Put simply, it measures the return a company gains from the resources it invests in social media marketing. This return can come in various forms, including increased brand awareness, engagement, website traffic, lead generation, and, ultimately, conversions and sales.

Admittedly, measuring social media ROI has its difficulties. Challenges like attributing conversions to specific social media activities or quantifying the impact of engagement complicate the process. However, with the right tools and strategies, it’s definitely achievable. Here’s a step-by-step guide to help you navigate this process.

How To Calculate the ROI of Your Social Media Efforts

1. Define Your Goals

Before diving into ROI calculations, it’s crucial to establish clear goals. What do you hope to achieve through social media? Are you aiming to increase website traffic, generate leads, boost sales, or enhance brand awareness? Each goal requires a different set of metrics to measure success. By clarifying your objectives, you’ll have a clear roadmap for tracking ROI.

2. Identify and Track Relevant Metrics

The next step is to identify and track the relevant metrics that align with your goals. Here are some key metrics to consider:

• Engagement metrics. Likes, comments, and shares indicate how well your content resonates with your audience. High engagement rates typically indicate a strong connection, which can translate into brand loyalty and increased sales.
• Website traffic. Click-through rates and referral traffic reveal how effectively your social media efforts drive visitors to your website. Increased website traffic can lead to higher conversions and ultimately contribute to revenue growth.
• Lead generation. Form submissions, email sign-ups, and other lead generation metrics let you know whether your social media campaigns are capturing potential customers’ interest and moving them through the sales funnel.
• Conversions. Track which sales, downloads, and other desired actions are directly tied to your social media activity. This is the most straightforward way to determine the impact your social strategy has on your revenue and business goals.

While this step often consumes the most time and effort, it’s crucial for accurately calculating the ROI of your social media efforts. Using analytics tools in this stage can be a huge help since they streamline the process of collecting, reporting, and analyzing your data.

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3. Assign Monetary Values

Once you’ve collected data on key metrics, it’s time to assign monetary values to these metrics based on their impact on your bottom line. While some metrics like sales and downloads have direct monetary value, others may require a bit more creativity to quantify.

For example, you can calculate the value of website visitors based on their likelihood of converting into a paying customer. Consider factors such as conversion rates, average order value, and customer lifetime value to assign meaningful values to your social media metrics.

4. Calculate Total Revenue Generated

Once you’ve assigned monetary values to your metrics, it’s time to calculate the total revenue generated from your social media activities. To do this, sum up the revenue directly attributable to social media activities. This may include revenue from social media-driven sales, leads converted into customers, or any other measurable impact on revenue generation.

5. Calculate Total Investment Costs

Next, it’s time to calculate the costs of your social media efforts. Calculate the total investment incurred in your social media marketing efforts, including resources, time, and advertising spend. Don’t forget to consider factors such as employee salaries, agency fees, content creation costs, and ad campaign budgets.

6. Calculate ROI

Now that you have all the necessary data, it’s time to crunch the numbers. Subtract your costs from your revenue. The resulting difference represents the net gain or loss from your social media efforts.

The below formula helps standardize ROI calculations by expressing it as a percentage, allowing for easy comparison across campaigns and channels:

ROI = ((Revenue − Cost) / Cost) x 100

A positive ROI indicates that your social media activities are yielding returns greater than the costs incurred, while a negative ROI suggests that current strategies need to be reassessed.

7. Analyze and Repeat

After calculating ROI, analyze the results to gain insights into the effectiveness of your social media strategy. Identify areas for improvement and refine your approach accordingly. Finally, be sure to regularly revisit this process as your ROI will change over time as strategies, consumer behavior, and market trends shift.

Four Ideas for Improving Your Social Media ROI

Calculating your ROI is only the beginning. If you want to improve the ROI of your social media efforts, here are some actionable strategies that can help you achieve this goal effectively.

Align Your Content Strategy With Business Goals

Whether it’s driving brand awareness, increasing website traffic, generating leads, or boosting sales, your social media presence should contribute to the overarching mission.

Take MVMT’s Instagram, for instance. A quick scroll through its profile and it’s clear that the brand is laser-focused on driving its audience towards making a purchase. Nearly every post showcases its products, as well as a straightforward call-to-action bar — “View shop” — at the bottom. Even its captions have a sales focus, often announcing its latest promotion.

By crafting content that resonates with your audience and directs them towards specific actions, you can ensure that your social media efforts contribute directly to your bottom line. Just remember to regularly revisit your business goals and adjust your content strategy accordingly to stay on track.

Dedicated Accounts for Different Audiences

Understanding your audience is key to delivering content that resonates with them. Consider segmenting your audience into distinct groups based on demographics, interests, etc., and creating dedicated accounts to appeal to each.

It could be as simple as one extra account, as MVMT did on Instagram with its “For Her” profile. Or it could be as extensive as Netflix’s long list of location-specific TikTok accounts.

Creating dedicated accounts for different audience segments allows brands to tailor their content and messaging to better resonate with each group. This targeted approach can lead to increased ROI as it ensures that each audience receives more relevant communication, driving higher levels of interaction and conversion.

Leverage User-Generated Content

Another great strategy to enhance your online presence and boost ROI is user-generated content (UGC), or content created and shared by consumers. Incorporating UGC into your social strategy not only saves you time and resources but also offers social proof, showing prospective customers the real, positive experiences of existing users.

GoPro is well-known for its UGC campaigns, with its “Photo of the Day” challenge actively encouraging customers to go out into the world and create stellar content with its cameras.

The outcome? Plenty of user-generated content that GoPro can readily share on social, sparing the brand the effort of creating content from scratch. Plus, by including product details in the captions, GoPro strategically promotes the benefits of its products to a wider audience.

Regularly Monitor, Analyze, and Adapt

Finally, it’s essential to continuously review your performance, analyze key metrics, and adapt your strategy accordingly.

Regularly monitor your social media metrics to gauge the effectiveness of your efforts. Use social analytics platforms, such as Rival IQ, to track and analyze key metrics such as engagement, reach, and audience growth across multiple social channels. Find out which channels and what kinds of posts are generating the most engagement and tailor your investment accordingly.

In addition to social analytics, general analytics tools like Google Analytics provide deeper insights into website traffic, conversions, and the correlation between social media efforts and website performance. Meanwhile, CRM systems like Salesforce can be used to track customer interactions, lead generation, and conversion rates attributed to your social strategy.

All in all, by regularly reviewing your analytics data and identifying trends and patterns, you can gain valuable insights into what’s working and what’s not. This allows you to make informed decisions and optimize your strategy for maximum ROI.

The Wrap Up

For businesses, using social media should be about more than just likes and shares — it should be about driving tangible results. By understanding the impact of your social media strategy on your bottom line, you can make smarter decisions, allocate resources more effectively, and have social media become a powerful driver of your growth and success.

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