Mastering Social Media Marketing for Brand Awareness.

Thomas LAPORTE • 7 September 2023 • 21 min read
White paper cover

If you’re reading this, you’re likely intrigued by the power of social media marketing for amplifying your brand’s voice. You’re not alone.

Maybe your question is, “how do I transform the ‘interest’ into an authoritative, unforgettable brand presence?”.

Simply put, it’s not just about having a social media presence; it’s about having a compelling, effective, and agile one.

A presence that doesn’t just tick boxes but blows minds, and turns casual interactions into meaningful relationships with your audience.

If you’re looking for more than just passing interest — if you’re aiming for a commanding, unforgettable brand presence — you’re in the right place.

This article dives deep into the nuanced world of social media algorithms across various platforms, offering actionable tips to not just navigate but thrive within this ever-changing landscape.

Understanding the power of social media marketing

Platforms like Facebook, Instagram, Twitter, TikTok and LinkedIn are more than just social interaction spaces; they are engines for brand awareness, the critical first step in a customer’s journey from ‘Who are you?’ to ‘Take my money!’.

Social media platforms use complex algorithms to determine what content appears in a user’s feed.

These algorithms prioritize content based on engagement metrics, like likes, comments, and shares. So, when your brand posts engaging content, the algorithms take note and increase the visibility of your posts.

This creates a virtuous circle: more engagement leads to higher visibility, which in turn generates more engagement.

It’s a self-reinforcing mechanism that can propel your brand into a customer’s consciousness.

Why does brand awareness matter?

Brand awareness is the mental real estate your brand occupies in the consumer’s mind. Companies with robust brand awareness reap benefits like higher online traffic (up to 37% more) and see conversion rates doubling.

And it’s not just big names that benefit; emerging startups find that initial brand recognition accelerates their journey to profitability.

Investing in brand awareness is not a luxury; it’s a necessity.

A real-world case study: Airbnb’s #LiveThere campaign

To underscore the importance of brand awareness, let’s look at a real-world example: Airbnb’s #LiveThere campaign.

Launched on social media platforms in 2016, this campaign aimed to shift the narrative from merely staying at travel destinations to truly experiencing them like a local.

Airbnb leveraged user-generated content, encouraging people to share their unique travel experiences with the hashtag #LiveThere.

The campaign skyrocketed on Instagram, Twitter, and Facebook, with millions engaging through posts, likes, and shares.

The brilliance of this campaign lies in how it aligned with Airbnb’s brand identity of authentic, localized experiences, while also tapping into a universal human desire for meaningful travel.

The outcome? The campaign not only generated massive online engagement, but also reported a significant uptick in bookings and a growth in user accounts, marking one of the most successful brand campaigns in the company’s history.

This case demonstrates how a well-executed brand awareness strategy, especially on social media, can resonate deeply with consumers, ignite engagement, and drive key business metrics.

Making an effective social media strategy in 6 steps.

1. Audience segmentation

The broader your target, the more likely your message will dissipate in the wind. That’s where audience segmentation comes into play. Categorizing your audience based on demographics, geography, or purchasing behavior can significantly boost your campaign’s effectiveness.

Why is it important to have buyer personas?

Creating buyer personas can help tailor your marketing strategies. A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data.

This persona can guide you in content creation, channel selection, and even in shaping product features.

Moreover, a well-defined buyer persona can dramatically improve your digital advertising strategy, making it more focused and likely to drive conversions.

By knowing your audience intimately, you can craft more compelling and targeted advertising campaigns that resonate, thereby increasing the chances of conversion across all facets of your digital marketing strategy.

2. Platforms

Understanding social media algorithms. Each social media platform speaks a different language. Instagram is the sanctuary of the visually motivated, LinkedIn attracts the professionally inclined, Twitter engages the quick and curious, and Facebook is a melting pot.

Each has its own language, algorithm, and audience demographic. Your strategy must reflect these nuances to maximize brand awareness.

Let’s dive in.


Facebook’s algorithm prioritizes content that stimulates user interaction. The more comments, shares, and reactions a post gets, the higher its reach. It’s crucial to understand the weight Facebook puts on ‘meaningful interactions.’

Posts that invite dialogue and community engagement are far more likely to appear in your audience’s News Feed.


Instagram is geared towards a younger demographic and focuses primarily on visual content.

The algorithm favors content with higher engagement, but it also considers the recency of the post and the relationship between the poster and the user.

X (Twitter):

X is all about what’s happening now. The algorithm mixes a chronological timeline with featured tweets that are tailored to each user based on their interactions.


LinkedIn’s algorithm is designed to promote professional engagement and content relevancy.

It considers factors like personal connections, network relevance, and content quality.


TikTok’s algorithm uses machine learning to recommend videos to users based on a variety of factors — such as user interaction, video information, and device/account information.

It’s not fully clear how the algorithm weights each of these factors, but user interaction seems to be a major component.

When you are building a social media strategy, consider digital advertising.

Whether it’s Facebook’s targeted ad campaigns, LinkedIn’s B2B-focused sponsored posts, Instagram’s visually rich story ads, or TikTok’s engaging video promotions, each platform offers unique ways to reach your audience.

These digital advertising options complement your organic social media strategies, providing a dual approach to increase brand awareness, engage with your audience, and drive conversions.

3. Consistent branding and aesthetics

Your social media profiles are your digital billboards. Keep the branding consistent across platforms, from profile pictures to posts, from stories to live sessions.

Consistency reinforces brand recognition, making it easier for consumers to remember you.

And, believe it or not, colors speak. For instance, blue often represents trust, while red stands for excitement.

Using the right colors across your social media channels can subtly convey your brand’s attributes to the audience.

4. Quality over quantity

The digital world is inundated with content. What makes yours stand out is its quality. This doesn’t mean you need a production studio.

Even a smartphone video can go viral if it hits the right chord. What matters is relevance, authenticity, and engagement.

One effective approach is the Rule of Thirds:

  • One-third of your content promotes your business.
  • One-third shares ideas from thought leaders in your industry
  • One-third engages directly with your community.

This blend keeps your audience engaged and prevents your channel from becoming a self-promotion echo chamber.

5. Leverage sponsored content

Sponsored content can be your ace in the hole, but it needs to be done right.

Getfluence offers an extensive marketplace where you can tailor your sponsored content to reach a target audience most effectively. Firstly, not all media outlets are equal.

The core strength of Getfluence lies in its vetting process, ensuring that you’re not just throwing your content into the void.

Our marketplace connects you with premium, international, digital media outlets that align with your brand’s image and objectives.

This synergy amplifies the impact of your sponsored content, making it resonate more deeply with your target audience.

Plus, using Getfluence means that many articles come with SEO backlinks to your website, and social media posts, helping you increase your social media strategy.

This not only boosts your site’s authority but also increases your visibility on search engine results pages (SERPs), driving more organic traffic to your brand.

Expert Insight: François Dragon, Co-founder of Webloom

“Getfluence has been a critical pillar in our growth process from the start. Thanks to them, we have seen significant growth for our clients such as Yousign, Storefront, and Gong.” – François Dragon

You can read here the customer success story: thanks to Getfluence, Webloom achieved KPIs and goals: +600% growth for Yousign, +300% for Storefront and Gong.

6. Performance metrics and adaptability

Always be ready to pivot. The online landscape changes rapidly; a trending hashtag today might be forgotten tomorrow.

Keep a close eye on key performance indicators (KPIs) and be willing to adapt your strategies accordingly.

What are the KPIs that actually matter?Beyond likes and shares, look at metrics that signify deeper engagement or conversion:

  • Dwell time on your content.
  • Click-through rates.
  • User-generated content.
  • Conversion rates.

These metrics are your compass in the vast sea of social media marketing.

Finally, don’t forget digital advertising

While we’ve extensively discussed the nuances of social media marketing, it’s crucial to understand how this fits into the broader scope of digital advertising.

Digital advertising encompasses not just social media but also other channels like search engines, emails, and websites.

An integrated approach that combines social media marketing with other aspects of digital advertising can provide a more comprehensive and effective brand awareness strategy.

For instance, you might utilize pay-per-click (PPC) advertising to drive targeted traffic to your social media campaigns or use social media to pre-qualify leads before guiding them to a landing page.

In addition, don’t overlook other forms of digital advertising.

You can leverage various channels to enhance your brand, such as sponsored articles, podcasts, and videos.

The key is to harmonize these different facets to create a unified and impactful digital advertising campaign.

The long game of social media mastery

Social media marketing it’s a marathon, a continuous effort to evolve and adapt. If there’s one thing to take away from this guide, it’s that success on social media is built on a foundation of deep understanding, intentional strategy, and the agility to adapt.

To make it simple, here the key points of the article:

Understanding Algorithms: Start by understanding each platform’s algorithm. A one-size-fits-all approach won’t cut it. Tailor your strategy to align with what makes each platform tick.

  • Quality Over Quantity: Floods of content are less effective than a few well-targeted, high-quality posts. Use metrics that matter, like dwell time and click-through rates, as your navigational aids in this journey.
  • Leveraging Partnerships and Sponsored Content: High-quality partnerships and intelligently placed sponsored content can amplify your message. Marketplaces like Getfluence can be a pit stop that refuels your brand’s visibility and credibility.
  • Adaptability: In the dynamic landscape of social media, what works today might not work tomorrow. Keep an eye on performance metrics and be willing to pivot.

As consumer behaviors shift and new platforms emerge, your strategy must also evolve.

Whether you’re a startup in its fledgling stage or an established brand exploring new frontiers, neglecting social media is not an option.

Embrace it to not just exist but to command attention, foster meaningful connections, and thrive in the complex ecosystem of digital marketing.

Your brand’s journey through the labyrinth of social media is not just about surviving; it’s about leading the way, leaving an indelible imprint, and continually growing.

Welcome to the marathon without a finish line; the race is all yours to win.

Discover our newsletter

Get all our tips for developing your sponsored content

Try Getfluence

Give yourself the visibility your company deserves

Adopt Getfluence now and become the key player in your markets.