Leveraging social media marketing in 2025

2025-02-12 751

1. What is social media marketing?

Social media has been one of the major platforms for marketing purpose lately. The captivating and engaging nature of social media helps firms know their customers on a more personal level.

Simply, social media marketing or (SMM) can be defined as the practice of using social media platforms to promote products, services, or brands to a targeted audience. It consists creating and sharing contents like posts, images, videos, and advertisements with the motive of engaging users, build brand awareness, and drive traffic or sales. Platforms like Facebook, Instagram, Twitter, LinkedIn, TikTok, and YouTube provide businesses with powerful tools for reaching and interacting with potential customers. Effective SMM strategies include content marketing, influencer partnerships, paid advertising, and community engagement. By leveraging analytics and user insights, businesses can optimize their campaigns to achieve measurable results and long-term success.

2. Pros and cons of different social media marketing channels

Each social media platform has its unique advantages and challenges. However, they also have their drawbacks. So, the best choice highly depends on the target audience, business goals and content strategy.

2.1 Facebook

Among various social media platforms, Facebook is also considered a powerful marketing tool, especially for business targeting a broad audience, paid campaigns or using e-commerce.

Pros:

• Large user base: Facebook had 3.065 billion monthly active users as of Q1 2024 (source).
• Advanced advertising options: Facebook offers precise ad targeting based on demographics, interests and behaviors.
• Versatile content formats: Text, photos, videos, live streaming and interactive advertisements are all supported for a variety of marketing methods.
• Strong analytics and business tools: Meta business suite and Facebook insights provide useful information for optimizing campaigns.
• E-commerce integration: Direct selling is made possible by features like Facebook marketplace and shops.
• Community engagement: Pages and groups assist brands in cultivating connections and sponsorship.

Cons:

• Limited organic reach: It is becoming more difficult to reach audiences for free due to algorithm adjustments that reward sponsored content.
• Growing expenses for advertising businesses: Advertising businesses require bigger funds for successful advertising efforts due to increased competition.
• Changing demographics: TikTok and Instagram are becoming more and more popular among younger audiences.
• Privacy and data challenges: Data collecting and targeting may be impacted by stricter laws and user concerns.
• High content saturation: Brands find it challenging to break out on the platform because of the abundance of posts and advertisements.
• Unpredictable algorithm changes: Regular modifications may have an effect on visibility and engagement.

2.2 Instagram

Instagram is a social media platform which has been able to engage people from a very long time. Instagram users are found to be very loyal to the application which makes it more reliable for marketing purpose also.

Pros:

• Highly visual: Visual advertisements are considered more engaging and attractive in comparison to other alternatives.
• Influencer marketing potential: People nowadays have the ability to influence others through their contents and the way they present themselves which makes Instagram a great place to do influencer marketing.
• Influential features: Features like stories, reels and shopping enhance marketing.
• Strong influencer marketing: 68% of marketers planned to increase Instagram influencer budgets in 2024 (Influencer Marketing Hub).

Cons:

• Updates and visuals: Instagram requires high-quality visuals and constant content updates as it runs highly on changing wants of the consumers.
• Text-heavy content: Instagram is considered as a less effective platform for text-heavy content or B2B marketing strategy.

2.3 TikTok

TikTok is a social media platform for posting short videos which makes the content more effective and efficient for the users.

Pros:

• Viral potential: 67% of TikTok users say the platform inspires them to shop (Business Insider).
• Young audience: 60% of users are under 30
• Popular and effective: Because it is a short video uploading-consuming platform, it makes it popular and effective by not asking the audience a long commitment.

Cons:

• Frequency & creativity: Emerging trends and tendencies overnight can make it difficult for firms to catch up. It also requires frequent and creative video content which demands heavy consistency and dedication.
• Ideality: TikTok is not considered ideal for all industries, especially B2B marketing strategy.
• Still developing: TikTok has established itself to be a trending social media platform recently but hasn’t been able to develop enough advertising features.

3. Key trends in social media marketing

Social media marketing has been one of the most influential marketing strategies in the past few years. It is constantly evolving and growing with the change in everyday trends. Some of the key trends shaping the industry in 2025:

3.1 Short form video dominance

• Short videos led social media platforms like TikTok, Instagram reels and YouTube Shorts continue to be more popular by driving engagement.
• Many business organization prefer bite-sized, authentic and entertaining content for their customers.

3.2 AI & automation

• AI-powered solutions help with image generation, response automation, and caption authoring.
• AI-powered customer support and chatbots increase interaction.
• AI-driven personalization increases engagement (Forrester).

3.3 Influencer and UGC (User-Generated Content) Growth

• Micro-influencers (1,000–100,000 followers) have higher engagement than celebrities.
• 79% of marketers consider UGC more authentic than brand-created content (Statista).
• enduring collaborations with influencers as opposed to one-time sponsorships.

3.4 Social Commerce Expansion

• Facebook, Instagram, and TikTok are all adding additional e-commerce functionality.
• Live-stream shopping is gaining traction, expected to be a $600 billion industry by 2027 (eMarketer).
• Conversions depend heavily on social proof, such as reviews and testimonials.

3.5 Rise of niche and private communities

• To interact with devoted fans, brands set up private groups on Facebook, WhatsApp, or Discord.
• Deeper brand ties are fostered by community-driven marketing.
• Incentives for early access and exclusive content encourage involvement.

3.6 SEO & social search optimization

• Instead of using Google, more people now conduct direct searches on Instagram and TikTok.
• Discoverability is aided by optimized descriptions, hashtags, and keywords.
• Social media companies improve their search algorithms to increase the relevancy of their material.
• Hashtag optimization and keyword-rich descriptions improve discoverability (Search Engine Land).

4. Social media marketing scenario in Nepal

Social media marketing is rapidly growing in Nepal, with 16.5 million active users on platforms like Facebook, Instagram, TikTok, and LinkedIn (DataReportal) and has expanded dramatically in Nepal due to rising internet penetration and smartphone usage. TikTok, Instagram Reels, and YouTube Shorts are popular platforms for short-form video content, and automation driven by AI is revolutionizing data analytics, customer engagement, and content production. With the help of features like shoppable posts and live-stream shopping, social commerce is also growing, enabling companies to sell directly through social media platforms. Brands can gain confidence by providing genuine and open content, such as user-generated content (UGC) and behind-the-scenes narratives. Influencer marketing is booming, and companies are working with local content producers to increase the legitimacy of their brands. Additionally, companies are adopting transparent data practices as a result of growing concerns about data privacy and ethical marketing. Nepali brands must choose the appropriate channels, interact with their audience regularly, and use data-driven insights to improve their tactics if they want to be successful. Businesses should optimize social media's potential for long-term growth, consumer interaction, and brand visibility by adopting these trends.

5. Seven ways to leverage social media marketing

Social media marketing is a powerful tool for businesses to increase brand awareness, engage with customers, and increase sales. With billions of users across social media platforms like Facebook, Instagram, LinkedIn and TikTok, brands have the opportunity to connect with potential customers in creative and meaningful ways. To maximize the impact of social media marketing, businesses must adopt effective strategies that enhance visibility and engagement. Here are seven powerful and effective ways to leverage social media marketing for success:

5.1 Create engaging content

Contents including two-way interaction or engagement is highly preferred by the consumer. It is found that 90% of marketers using content marketing plan to continue investing the same amount in the channel, and the content marketing institute notes that 66% of businesses were expected to increase their future content marketing budget.

• Distribute audience-specific, educational, and entertaining material.
• Make use of a variety of forms, such as carousels, infographics, pictures, and videos.
• Use narrative to increase the relatability of your brand.
• 92% of marketers believe content marketing is crucial for business success (Content Marketing Institute).

5.2 Use influencer marketing

Influencer marketing is a cross between traditional and modern marketing strategies. It incorporates the concept of celebrity endorsement into a contemporary content-driven advertising strategy. According to the Influencer Benchmark Report 2024, the industry is evolving rapidly, with a notable 60% of marketers planning to increase budgets allocated to influencer marketing. Also, the State of Marketing Report 2024 found that 43% of brands are shifting budgets towards smaller influencers for more authentic audience engagements.

• To reach new audiences, collaborate with influencers in your niche.
• Select influencers who have the same values as your brand.
• Promote genuine material that highlights your goods or services.
• 60% of brands plan to increase their influencer marketing budgets in 2024 (Influencer Marketing Hub).

5.3 Leverage paid advertising

• Use social media sites like Facebook, Instagram, LinkedIn, and TikTok to run customized advertisements.
• Retargeting advertisements can help you attract new clients.
• For improved outcomes, experiment with various ad types (carousel, video, lead generation, etc.).

5.4 Engage with your audience

• React quickly to mentions, messages, and comments.
• To encourage interaction, make live videos, polls, and Q&A sessions.
• Actively interact with your fans to create a sense of community.

5.5 Optimize for each platform

• Make your material specific to each platform (e.g., professional articles for LinkedIn, short films for TikTok).
• Make use of platform-specific tools such as Facebook Groups, Instagram Stories, and Twitter Spaces.
• Post at the best moments to increase interaction and reach.

5.6 Leverage User-Generated Content (UGC)

• Customers should be encouraged to provide images, reviews, and testimonials.
• Use user-generated content on your profiles to establish authenticity and trust.
• Make branded hashtags to encourage greater user engagement.

5.7 Track performance and adjust strategy

• Track important metrics like interaction, reach, and conversions with analytics tools.
• Try out various publishing schedules, content kinds, and tactics.
• To get better results, modify your strategy in light of data insights.

6. How has Pedal Group been helping companies grow with Social Media Marketing?

Pedal Group is a digital marketing agency in Nepal that helps firms take care of their digital marketing needs. The business world has evolved so much in every way possible and has been highly competitive lately. Pedal Group has been working with tons of business clients and promising them the best digital marketing that they need. In today’s fast-paced digital world, having a strong online presence is essential for business success. Pedal Group is a results-driven digital marketing agency dedicated to helping brands grow, engage, and thrive in the digital landscape. With expertise in SEO, social media marketing, content creation, and paid advertising, Pedal crafts tailored strategies that drive traffic, increase conversions, and maximize ROI. Whether you're a startup or an established business, they provide innovative solutions to amplify your brand’s impact and reach the right audience at the right time.

Pedal Group has helped brands like ABC Noodles, Vatsalya, National IVF, Jagdamba Steels, Rhino 500D, MastaKala, etc. reach new heights. Pedal has helped these brands create a remarkable brand value in the market. Getting a good marketing team also helps business organizations pull the maximum number of customers. For which Pedal is the best choice in the field of digital marketing.