How to Build a Successful Social Media Brand Campaign in 2024

By: Odewole Abdulmumeen

If kids can have millions of views on YouTube and cats with millions of followers on Instagram, how hard can social media be? 

There are 2 billion active Facebook users, 1 billion on Instagram, and 365 million on Twitter. Then why do you find it hard to get a few to buy your products or services? 

Well, social media is really not "that hard," and marketing your brand doesn't have to be a headache. However, 77% of businesses use social media to reach customers, and in addition to building brand awareness (44%), many small businesses—41%—depend on social media as a revenue driver.

This means there's a chance you're competing with 7 of every 10 businesses in your industry for a voice on social media. 

So, how do you stand out in this competitive market? How do you convince the audience to bank on you? How do you create a brand campaign that gets you those leads, conversions, sales, and awareness?

In this piece, we will focus on the most important steps to planning, building, and running a social media campaign that moves your  audience from 'yawn' to 'yay!'

7 Steps to Build a Successful Social Media Brand Campaign

After consulting with industry experts, we've curated the baby steps you should take when create a successful social media campaign. Check them out below:

1. Set Clear Objectives

Before launching any social media campaign, you should first define clear objectives. According to a study by CoSchedule, marketers who set clear goals are 376% more likely to report success than those who don't. Examples of brand objectives include increasing brand awareness, driving website traffic, or boosting sales. 

A leading digital marketing expert, Neil Patel, emphasizes, "Clear objectives are the foundation of any successful campaign. They guide every decision and help you measure success." For instance, if your goal is to grow brand awareness, you might aim to increase your follower count by 20% in six months.

2. Identify your Target Audience

"I think the biggest thing is just thinking about what your niche is. What's the value that you offer? So you may be in an industry; maybe you're a consultant. And you service, I don't know, healthcare. But that can't be what your newsletter is about. You've got to narrow it down as much as you possibly can and focus on that niche, and then just do unscalable things one thing at a time."

— Ann Handley , Content Marketing Pioneer.

Understanding your audience is a necessity in 2024, considering how personalization continues to dominate the digital landscape. A report by Salesforce found that 84% of customers say being treated like a person, not a number, convinces them to choose a brand. We recommend you create detailed buyer personas based on demographics, interests, and behaviors. For example, if you're targeting Gen Z, your audience might favor platforms like TikTok and Instagram. 

3. Choose the Right Platforms

Always be present where your audience is most active—even if it's Reddit or Quora. Different platforms serve distinct purposes: LinkedIn is ideal for B2B campaigns, while Instagram and TikTok are more suited for visual and consumer-focused content. Consumers are more likely to buy from a brand they follow on social media than a random brand.

4. Create Engaging Content

Invest in your content! Social media posts must be engaging, visually appealing, and relevant to your industry. According to HubSpot, 68% of consumers want to engage with images or videos on social media. 

We always recommend using high-quality visuals, compelling stories, and interactive elements like polls or quizzes to capture attention (if these sound too complex, you can book a free strategy call to discuss with professionals). You can also intensify your efforts on customer engagement and user-generated content (UGC)

For instance, Starbucks has mastered the art of UGC for its social media. They've encouraged customers to share photos of their drinks, which are then reposted on their official accounts—talk about cheap and efficient marketing.

5. Schedule, Test and Optimize

According to Sprout Social, the best times to post vary by platform, with Instagram users most active on Wednesdays at 11 AM and Facebook users on Thursdays at 8-9 AM. 

Use scheduling tools like Hootsuite or Buffer to plan your content, ensuring it reaches your audience when they’re most active. A/B testing is another effective tool you can adopt—experimenting with different headlines, visuals, and posting times can help you determine what resonates best with your audience.

Learn more about A/B Testing

6. Monitor and Analyse Results 

Data from platforms like Google Analytics, Facebook Insights, and Twitter Analytics can provide insights into engagement, reach, and conversions. Focus on key performance indicators (KPIs) that align with your objectives, such as click-through rates (CTR), conversion rates, and return on investment (ROI). 

Learn more about Social Media Analytics and Metrics

7. Run Ads and Repurpose Content

Social media ad spending is expected to reach $268 billion globally in 2024. Platforms like Facebook and Instagram offer advanced targeting options, helping you reach specific demographics, interests, locations, and behaviors with your ads. Repurposing content is also quite  effective as it helps you transform high-performing posts into blog articles, videos, or podcasts to immortalize them and reach new audiences. 

Learn more about Social Media Ads Campaigns 

How Can Odichi Solutions Help with Your Social Media Campaign?

At Odichi Solutions, we understand that building a successful social media campaign requires more than just posting content—it’s all about strategy and creativity. Our social media campaign ritual includes initial goal-setting to content creation, visual design, and campaign management.

We provide end-to-end support to ensure your social media campaign meets and exceeds your expectations:

• Marketing: Our expert marketing team will dissect your campaign, breaking it into clear, achievable goals. We align these objectives with your business needs and ensure that every step of your campaign delivers measurable results. 
• Designs: Our in-house creatives create stunning visuals for the perfect brand’s identity and messaging.
• Content: We understand the importance of storytelling, and we’ll help you communicate your brand’s message in a way that engages and inspires your followers.
• Social Media: Finally, our adept social media team ensures that your campaign runs smoothly from start to finish. They keep your campaign on track, manage your posts, monitor performance, and make real-time adjustments for the best results.

Sounds like what you need? Book a Free Strategy Call with the team.