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24 Examples of Social Media Advertising Campaigns Small Businesses Can Use To Build Their Brands
24 Examples of Social Media Advertising Campaigns Small Businesses Can Use To Build Their Brands

Social media is one of the most influential elements of modern advertising. It has arisen from a trendy curiosity to a mainstay of consumer marketing. Marketers use social media in various ways, most of which small business owners can use to build their brands. These include paid advertisinginfluencer marketingcontent creationsocial listening, and user-generated content development. Finally, new technology has allowed marketers to engage in community building through live-streaming events and contests

As a Management Consultant and part-time College Instructor in Marketing and Management, I am a great keeper of examples that help explain marketing techniques. Below, I briefly explain the six kinds of social media advertising strategies. With each element of this typology, I provide examples of excellent execution of these strategies. If one of the examples interests you, click on it to learn more, then bookmark the URL for future use! 

Paid Advertising. Paid advertising tops the list of ways marketers use social media to promote their products and services. With paid advertising, marketers provide target audiences with tailored messages. Marketers design these messages to drive engagement with prospects and customers and lift conversions. Retargeting customers who have visited your website with ads on social media is an example of a particularly successful tactic we've mentioned in previous posts. Products from pages previously visited suddenly start appearing on other web pages we visit. Here are some examples of companies that do this well:

Paid social media ads allow marketers to track the performance of their campaigns in real-time. This attribute helps marketers make data-driven decisions about their marketing strategies and how they are paying off.

Influencer Marketing. As we discussed in previous posts, marketers can reach a broad audience in their target market by working with influencers. Influencers are people who demonstrably speak to your target audience and theirs. Marketers find influencers with large followings on social media platforms such as Instagram, Twitter, YouTube, and the newly emergent Threads and hire them to insert their products and services directly into their context -- hopefully the same context as your target audience. Influencers can help build trust in your brand with key customers. Influencers accomplish this by providing reviews and recommendations for your products and services or, like athletes and outdoor video bloggers, simply using your products. Here are some examples of successful influencer marketing campaigns. Most examples below include mega influencers, but remember that a top blogger, amateur athlete, or rising musician can be just as influential!

Social Listening. Social listening is an effective technique marketers use to find out what their target audience thinks about their products and services. Social listening involves monitoring conversations on social media platforms to deliver insights into what people say about a particular product or service. Marketers use this type of research to inform marketing decisions. Consumers provide free feedback that marketers can use to improve the product or service they are promoting. As we discussed in our previous blog about complaints management, this information can improve profits and lower costs when adequately indexed, sorted, and analyzed. Here are some examples of social listening programs that have worked well:

User Generated Content (UGC). UGC refers to any content created by users on a particular platform that has been shared publicly, such as reviews, photos, videos, etc. UGC provides free exposure for brands as it often resonates more strongly with other users than traditional forms of advertising due to its authenticity and relatability factor. Here are some examples of how marketers use UGC:

Live Streaming. Live streaming has become increasingly popular among marketers in recent years. Live streaming events permit marketers to interact directly with viewers in real time. Showcasing a product or service during a live event builds consumer engagement with your brand. It usually forges a stronger connection between the brand and its audience. Also, live streams often go viral, increasing brand awareness and sales opportunities. Examples abound! Here are a few:

Contests & Giveaways. Contests and giveaways are another great way for marketers to use social media platforms like Facebook & Instagram to promote their products and services. Contests allow brands to engage directly with followers while offering prizes for other products or services. Marketers design these promotions so that a company starts a relationship with customers (who typically will trade an email address or phone number in exchange for a chance to win.) These fun promotions increase brand awareness and encourage followers to spread the word about your business, increasing sales opportunities and marketing lists! Here are a few examples of successful programs:

Summing Up

Social media is an excellent way for your company to get itself noticed. As the above examples show, the tactic is used successfully by some of the biggest businesses. This interaction is why even small business marketers should learn social media advertising techniques. Take note of the above examples of ways to use social networking for marketing purposes. Social networking allows small and large businesses to create a strong presence, build brand recognition, and increase sales. Every business will have its unique approach to using social media. Still, one thing is sure: if done effectively, this medium can tremendously impact any organization's bottom line -- including yours. 

 

References

ABC News. (2014, January 9). Doritos Super Bowl ad competition offers winners $1M [Video]. YouTube. https://www.youtube.com/watch?v=FYkzqvcCl_E

Avar admin. (2023, August 7). Dell's approach to social media sourcing and ROI. Avaturehttps://www.avature.net/blogs/dells-approach-social-media-sourcing/

Bewicke, H. (2023, July 23). McDonald's Monopoly: a masterclass in promotions | Talon.Onehttps://www.talon.one/blog/mcdonalds-monopoly-a-masterclass-in-promotions

Buckland, T. (2023, May 26). The 6 Best Product Storytelling Examples from Around the Web. Amazon SEO Consultant. https://amazonseoconsultant.com/product-storytelling-examples/

Carter, S. M. (2017, November 22). Oreo is giving away $100,000 if you can guess its 'mystery' flavor. CNBChttps://www.cnbc.com/2017/10/13/oreo-giving-away-100000-if-you-can-guess-the-mystery-flavor.html

Coca-Cola launches Tweet-a-Coke as trackable social coupons gain | Retail Dive. (n.d.). https://www.retaildive.com/ex/mobilecommercedaily/coca-cola-tests-twitters-social-commerce-waters-as-it-begins-to-emerge-as-a-top-predator

Codella, D. (2022). The winning Coca-Cola formula for a successful campaign. Blog Wrikehttps://www.wrike.com/blog/winning-coca-cola-formula-successful-campaign/

David Kirkpatrick Contributing Editor. (2017, August 8). Apple joins Instagram to show off "Shot on iPhone" campaign. Marketing Dive. https://www.marketingdive.com/news/apple-joins-instagram-to-show-off-shot-on-iphone-campaign/448839/

Diligent Team. (2016, September 13). Social Media Listening Strategy and how Starbucks does it. Diligent. https://www.diligent.es/social-media-listening-strategy-starbucks/

Editorial team. (2013, August 20). Giveaway! Bridal Lingerie from Cosabella | Junebug Weddingshttps://junebugweddings.com/wedding-blog/giveaway-bridal-lingerie-from-cosabella/

Graser, M. (2014, June 23). Variety. Varietyhttps://variety.com/2014/digital/news/world-cup-why-nike-should-turn-its-soccer-short-the-last-game-into-a-digital-series-1201242251/

Growth hacking through retargeting and remarketing. (n.d.). https://www.markettailor.io/blog/growth-hacking-through-retargeting-and-remarketing

Instagram. (n.d.). https://www.instagram.com/p/CvQSWlVpnkS/

Koltun, N. (2019, December 9). Campaign of the Year: Burger King's "Whopper Detour." Marketing Dive. https://www.marketingdive.com/news/burger-king-whopper-detour-mobile-marketer-awards/566224/

LandingCube. (2023, April 20). Chapter 5: Facebook retargeting for Amazon productshttps://landingcube.com/traffic/facebook-retargeting-amazon-products/

McDermott, J. (2014, October 15). Apple revamps mobile ads with retargeting options. Digidayhttps://digiday.com/media/apple-brings-retargeting-iad/

Meyer, B. (2023, June 20). The 13 best examples of testimonial advertising. Omnisend Blog. https://www.omnisend.com/blog/testimonial-advertising/

Myers, D. (2023, January 16). 4 Great examples of User-Generated Content (UGC). Digital Marketing Institutehttps://digitalmarketinginstitute.com/blog/how-to-use-user-generated-content-ugc-with-4-great-examples

NapeanLLC. (2014, July 29). Coca-Cola launches Tweet-a-Coke as trackable social coupons gain [Video]. YouTube. https://www.youtube.com/watch?v=ECFUR_4s5oQ

Pilon, A. (2023). Twenty-five best unboxing videos and how to create your masterpiece. Small Business Trendshttps://smallbiztrends.com/2023/07/unboxing-videos.html

Rooney, J. (2012, September 25). In Dell Social-Media Journey, Lessons For Marketers About The Power Of Listening. Forbeshttps://www.forbes.com/sites/jenniferrooney/2012/09/25/in-dell-social-media-journey-lessons-for-marketers-about-the-power-of-listening/?sh=3734fe902570

Roth, E. (2023, July 25). Samsung Galaxy Unpacked 2023: how to watch the live stream and what to expect. The Vergehttps://www.theverge.com/23799567/samsung-galaxy-unpacked-live-stream-watch-date-time-z-flip-fold

Shipley, K., & Clark, S. (2021). How Airbnb used ad sequencing to bring their new product to life on YouTube. Think With Googlehttps://www.thinkwithgoogle.com/intl/en-gb/marketing-strategies/video/how-airbnb-used-ad-sequencing-bring-their-new-product-life-youtube/

Singh-Kurtz, S. (2022, July 20). How Rihanna forced the beauty industry to acknowledge a world beyond the rich and the white. Quartzhttps://qz.com/quartzy/1304635/how-rihanna-forced-the-beauty-industry-to-acknowledge-a-world-beyond-the-rich-and-the-white

Starbucks stokes Red Cups fever on Twitter. (n.d.). https://business.twitter.com/en/success-stories/starbucks-stokes-red-cups-fever-on-twitter.html

Stroud, S. (2023). Amazon & social media: How does Amazon use it? Giraffe Social Mediahttps://www.giraffesocialmedia.co.uk/how-do-amazon-use-social-media/

Surico, K. (2023). Envisioning Your iPhone-worthy Release with Social Listening. NetBase Quidhttps://netbasequid.com/blog/envisioning-iphone-worthy-release-social-listening/

TechCrunch is part of the Yahoo family of brands. (2022, May 17). https://techcrunch.com/2022/05/17/apple-musics-concert-series-livestream-performances-harry-styles/

Weinstein, M. (2021). 10 Examples of Social Media Celebrity Endorsements That Paid Off Big Time. Search Engine Journalhttps://www.searchenginejournal.com/social-celebrity-endorsements/415568/








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