Getting Social Media Marketing Right

Social media is one of the most effective ways for businesses to build brand recognition and reach potential customers in 2026, but a large audience does not necessarily make for good marketing.

The basic purpose can sometimes get lost as businesses chase viral videos, trends and increasingly elaborate content. Ultimately, a business is still promoting goods or services, and its social media presence should reflect that.

Content does not need to constantly advertise a product, but there should be a clear connection to the business.

Showing completed work, demonstrating expertise, introducing products, explaining services or giving customers a look behind the scenes can build recognition without making every post a sales pitch.

Not Just About Going Viral

Trying to go viral can be part of the strategy, but it should not become the strategy.

Most businesses will not develop enormous online followings, and even those that attract large numbers of views will not necessarily convert them into customers.

For a local business in particular, reaching 5,000 relevant people can be considerably more useful than reaching 100,000 people who have little interest in buying its product or using its service.

That makes knowing the target audience particularly important.

Businesses should consider who their customers are, where they are located and what content is likely to interest them rather than simply copying whatever is currently popular online.

Strong And Engaging Content Is A Must

Content still needs to catch attention. Strong opening lines, interesting visuals and clear hooks can encourage people to stop scrolling, but these should support the product or service rather than overshadow it.

Businesses should also consider whether they actually need to spend heavily on social media experts, actors or highly produced videos.

Professional assistance can be valuable, particularly for paid campaigns or businesses managing several platforms, but it is not essential in every case.

Simple content can be effective when it clearly communicates what the business offers.

A well-shot phone video of a product, completed job or staff member explaining a service may be more useful than an expensive video that attracts attention for reasons unrelated to the business.

Consistency Is Key

Consistency is also important. Businesses are generally better served by maintaining a realistic posting schedule than publishing heavily for a short period before disappearing.

Keeping the tone, branding and subject matter relatively consistent also helps customers recognise the business over time.

Seasonal content provides another opportunity. Christmas, school holidays, changing weather, major events and other relevant occasions can give businesses timely ways to promote products and services, provided there is a natural connection.

Businesses should also pay attention to the results that matter.

Views, likes and followers can indicate reach, but enquiries, website visits, bookings and sales provide a better indication of whether social media is actually contributing to the business.

Good social media marketing does not need to make a business famous. It needs to make the business recognisable and relevant to the people most likely to become customers.