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10 Best Practices To Improve Your Social Media Marketing In 2025
As we enter the final quarter of 2025, the rules of social media marketing for online companies have fundamentally changed. The focus has shifted from engagement metrics to business metrics: revenue attribution, customer lifetime value, and market share.
This article distills 10 essential best practices to modernize your social strategy — designed for leaders who need to integrate AI, maintain global brand compliance, and prove that social initiatives directly drive business results.
What are social media marketing best practices?
Social media marketing best practices are the strategic principles and tactical approaches that help brands engage audiences effectively, drive measurable business outcomes, and maintain consistent messaging across platforms.
However, even with the widespread tactical use of social media, nearly half of the top marketing executives struggle to position marketing as a true strategic investment, let alone social media specifically. This underscores why outcome-driven strategies are essential in 2025.
The landscape itself is shifting:
- New social media algorithm updates now favor short-form video and personalized feeds.
- AI-generated content lowers production barriers but it also presents challenges in differentiation and maintaining brand authenticity.
- Commerce integrations like TikTok Shop and Instagram Checkout turn platforms into direct sales engines, increasing the need for ROI measurement.
- Marketers are leveraging social listening tools to refine their strategies, capitalize on micro-virality, and enhance performance marketing efforts.
These changes compound the complexity of managing hundreds of accounts across global teams. Without governance and unified best practices, the risks are inconsistent brand messaging, wasted spend, and compliance issues.
To thrive in this new landscape, let’s explore the 10 best practices for social media marketing that can help you stay relevant and prove measurable impact.
Also Read: How to Improve Your Social Media Marketing [+7 Tips]
10 best practices for social media marketing
Social media today is a core driver of business growth, customer trust and competitive differentiation. With users shifting platforms, algorithms reshaping reach and commerce features embedding directly into feeds, the margin for error is small.
The following 10 social media marketing best practices can help any brand, whether B2B, B2C or hybrid, stay relevant, build loyal communities, and prove measurable impact at the boardroom level.
1. Define goals beyond vanity metrics
Many teams still obsess over likes, shares, or follower counts. But those numbers rarely reflect business impact. In 2025, social media’s role is to drive measurable outcomes — pipeline, sales, retention, or brand advocacy.
How to:
- Start with business goals (e.g., boosting trial sign-ups, driving webinar attendance, reducing churn) and reverse-engineer social KPIs to match.
- Build a “metrics ladder” that connects awareness → engagement → conversion → advocacy so every campaign can be tracked to ROI.
- Run quarterly reviews not just on engagement but on customer value generated.
- Tie social media goals to revenue, for example by connecting Sprinklr’s unified dashboards with CRM and e-commerce.
Without this discipline, social budgets are the first cut in downturns. Tying performance to revenue keeps your strategy relevant in the boardroom.
Example: Chili’s didn’t just chase likes — it built social and promotional campaigns around real business impact. Its marketing push around value combos (like the Triple Dipper) helped drive nearly 20% jump in traffic, contributing to a 31% same-store sales gain in Q4 2024. That’s not a vanity lift; it’s social tactics turned into measurable growth.
2. Know your audience deeply
Brands that dig into audience intent, behavior, and platform preferences win. A broad segment like “Gen Z” isn’t enough. The real opportunity is identifying context-specific needs, such as Gen Z students searching TikTok for study hacks.
How to:
- Build micro-personas that reflect not only demographics but motivations. For example, instead of a broad category like “millennial parents,” define a persona like “working moms looking for 15-minute healthy dinner ideas on Pinterest” or “first-time homeowners searching for DIY renovation tips on YouTube.” For global brands, micro-personas by region or culture prevent over-generalization and enable nuanced content strategies.
- Map the customer journey: where discovery happens (TikTok), where validation happens (YouTube/LinkedIn), and where conversion happens (Instagram or direct).
- Use social listening to identify shifts in conversations and sentiments every quarter. Tools such as Sprinklr Social Listening make this easier with comprehensive listening powered by industry-leading AI.
Example: Crumbl Cookies cracked the code by zeroing in on tween and teen girls who crave the weekly “flavor drop” ritual. That deeper audience insight turned limited-edition cookies into a billion-dollar, TikTok-fueled cultural phenomenon with over 9.6 million followers and 1,000+ stores.
3. Create platform-native, audience-first content
Repurposing the same content across every channel is a shortcut that audiences and algorithms see through instantly. Platforms reward authenticity and native formats. Tailoring content to each platform is essential to boost reach, feel authentic, and avoid triggers for audience fatigue.
How to:
- On Instagram, lead with Reels that capture attention fast, complemented by interactive Stories, post polls, sliders or question stickers to drive engagement. Learn best ways to increase Instagram engagement.
- On LinkedIn, swap generic blog links for carousel posts that unpack insights visually with concise copy. Add human elements, brief first-person narrative, or behind-the-scenes quotes, to enhance professional storytelling.
- On TikTok, open with a compelling hook in the first 3 seconds, perhaps a bold question or eye-catching visual. Build narratives with trends, transitions or surprises.
- On YouTube, use Shorts to attract discovery-viewers, then retarget them with long-form tutorials or case studies that deepen connection and trust.
Managing platform-specific content across brands or regions means centralizing creativity while ensuring local relevance. Enterprises must coordinate shared themes, assets and templates across teams, but adapt to each platform’s quirks and audience culture.
Example: Bellanomi built its entire brand on TikTok by leaning into raw, educational and authentic content that felt native to the platform. That strategy turned a basement-born idea into 100,000 followers, viral sales spikes, and 85% of revenue flowing through TikTok Shop.
4. Build communities on Instagram, instead of simply promoting
Instagram is where real dialogue fuels organic reach. If used well, you can actually build a loyal community on Instagram instead of just using it for promotion.
McKinsey reports that 40% of consumers expect brands to respond within an hour on social media, yet only about half of companies meet that standard. When brands act like participants instead of broadcasters; engagement signals, such as saves, replies and shares, amplify visibility and strengthen loyalty over time.
How to:
- Aim for 3–10 Stories per week, mixing formats such as behind-the-scenes clips, polls, quizzes and promos. The most active brands post 17 stories per month.
- Use Instagram Channels to nurture your most engaged followers with exclusives, from product previews to discount codes.
- Use Sprinklr’s Community Forum to boost engagement, enable self-service and build meaningful customer relationships.
When managing multiple accounts or global presences, community-building demands more than volume; it requires consistency, tone alignment and local nuance.
Example: Lush, a cosmetics retailer with 950+ stores worldwide, built a passionate Instagram community by committing to cruelty-free products. By aligning with customers who care deeply about animal welfare, Lush built loyalty that extends beyond purchases.
Learn More: Community-Based Marketing: Strategies to Reach Your Audience
5. Expand beyond B2B marketing on LinkedIn
According to a 2025 Statista survey, around 60% of global marketers intend to increase their organic use of LinkedIn for marketing purposes throughout that year. Once the domain of recruiters and enterprise sales teams, LinkedIn has begun to play a key role in thought leadership, brand storytelling and customer trust, especially for forward-thinking B2C brands.
How to:
- Empower executives to post personally, not just via the company page. Encourage them to share insights, lessons learned, or industry trends in a first-person voice to humanize your brand.
- Engage proactively in groups and peer posts. Join relevant communities, comment meaningfully on others’ content and bring visibility through authentic participation, not just promotion.
- Use employee advocacy platform so leaders can personalize and amplify branded content.
Brands operating across regions or sub-brands need centralized content guidelines but localized narrative execution. Workflows must allow regional teams to adapt tone and messaging while adhering to core values. Additionally, for global brands, leveraging employee advocacy programs ensures a consistent brand voice across hundreds of employee profiles.
Example: Lululemon used LinkedIn not for product pushes but for employee storytelling. By spotlighting employee stories and company values through authentic, employee-generated content, it transformed its LinkedIn presence into a values-driven community hub.
Also Read: How to Build a LinkedIn Marketing Strategy in 2024 [That Actually Works]
6. Leverage personal and business networks on Facebook
Facebook still matters, not just for mass reach but for communities and relationship-building. In fact, 57% marketers find Facebook communities a valuable source of customer insights.
How to:
- Blend personal and business content. Share behind-the-scenes glimpses or founder stories alongside brand updates to humanize the brand and keep your network engaged.
- Use Facebook Events creatively. Promote product launches, webinars, or live Q&A sessions. Events create urgency, extend reach through shares, and keep your community involved.
- Build niche Facebook Groups. Create dedicated spaces where enthusiasts or loyal customers can gather for feedback, shared interests, or exclusive previews.
For larger organizations managing multiple markets or sub-brands, social media moderation and content consistency becomes critical. Personal-style posts still need alignment with brand values, and events require coordination across teams.
Standardize workflows for group moderation, approval of community posts, and automated monitoring to ensure social media compliance across geographies. Additionally, focus on nurturing communities through localization, such as region-specific groups, to maintain relevance while preserving overall brand cohesion.
Example: Canva's Design Circle Facebook Group, with over 453.1K members, gives users direct access to design tips from the team and a peer community to share insights. This engagement-driven environment not only builds loyalty but also helps Canva by enabling members to learn, collaborate, and evangelize the brand organically.
Canva’s Facebook group community includes everyone from Nonprofits to Teachers to design fans connecting with one another.
Read more: Facebook Marketing: How to Reach Your Target Audience
7. Balance Shorts with long-form YouTube content
YouTube uniquely serves as both a search engine and a storytelling hub. Shorts are excellent for rapid discovery, while long-form content builds trust and drives conversion. According to Google Business, channels that publish both formats see better overall watch time and subscriber growth compared to those relying solely on long-form videos.
How to:
- Capture attention with Shorts. Create punchy clips featuring quick tips, trending hooks, or product teases to draw in new viewers.
- Deepen authority with long-form. Complement Shorts with detailed tutorials, case studies, or behind-the-scenes storytelling that builds brand credibility.
- SEO-optimize both formats. Use compelling titles, engaging thumbnails, and relevant tags so your content surfaces in YouTube and Google search.
This strategy requires coordinated workflows between short-form and long-form teams. Sync content calendars so Shorts act as trailers for deeper videos. Unified analytics should map viewer journeys, from Shorts exposure to long-form engagement and conversion, to refine content iteratively.
Example: The brand Mini Katana, a U.S.-based seller of ornamental Japanese swords, used a strategic mix. It published one long-form video weekly and 3–5 Shorts daily. Within 90 days, this balance helped it organically generate $1.5 million in new product sales.
Power up your YouTube strategy with Sprinklr
Creating Shorts is just the beginning. With Sprinklr Social, you can manage the entire YouTube lifecycle from one place: publish Shorts, add captions for accessibility and SEO, customize thumbnails (90% of top-performing videos use them), schedule content changes like making videos private, and even monetize your owned content when eligible.
It’s everything you need to make both Shorts and long-form videos work harder, all in one place.
8. Tap into TikTok’s virality and commerce
TikTok today is a full-blown discovery-to-purchase funnel. What makes it unique is the frictionless way entertainment, community, and shopping blend together. With TikTok Shop, consumers can discover, consider, and buy without ever leaving the app. That explains why its gross merchandise value skyrocketed from around $1 billion in 2021 to $33 billion in 2024.
How to:
- Ride the algorithm with trends. Use trending sounds, hashtags, and video challenges to gain visibility, tapping into what’s already catching users’ attention.
- Go live for connection and urgency. Host TikTok Live events during product launches or Q&A sessions to create real-time interactivity, build trust and spark impulse buys.
- Activate TikTok Shop for seamless purchasing. Enable shoppable videos, so viewers can click to buy without ever leaving the app, drastically reducing purchase friction.
Remember that for larger brands or global teams, managing virality and commerce at scale requires integrated campaign planning. Sync trending creatives with live shopping events, ensure stock and promotions are coordinated across US and regional markets, and prepare influencer collaborations in advance to align content with commerce goals.
This also means centralizing governance of creator contracts, approvals, and shoppable content workflows so global teams stay compliant while moving fast.
Example: Triquetra Health utilized TikTok's GMV Max tool to enhance its product visibility and sales performance. This strategic move led to a 136% increase in TikTok product sales, and a 30% rise in sales from other channels. Notably, after its top product sold out, GMV Max optimized its remaining catalog, including both hero and non-hero products, resulting in a fourfold return on investment within the first month of testing.
Read More: TikTok Marketing: A Complete Guide to TikTok Optimization
9. Govern for security, compliance and scale
With social now running at enterprise scale, governance isn’t optional; it’s survival. A single off-brand post or compliance slip can wipe out trust and invite regulatory headaches.
How to:
- Enforce role-based access. Limit permissions so local teams, agencies and interns only manage what they’re responsible for, no blanket admin rights.
- Set approval workflows for your social media. Route sensitive campaigns (e.g., financial disclosures, product recalls) through legal, brand or compliance before publishing.
- Audit continuously. Use real-time monitoring to track deviations from brand voice, unauthorized creatives or compliance breaches.
In industries like finance, healthcare and pharma, weak governance can mean regulatory fines or lawsuits. For global consumer brands, poor oversight often results in off-brand messaging, duplication or even rogue accounts that erode reputation.
Example: Balenciaga’s 2022 campaign, which featured children holding teddy bears dressed in bondage-style gear triggered outrage. The brand lost around 100,000 Instagram followers and faced lasting brand damage, emphasizing how fast reputational risks can escalate.
10. Measure what truly matters
Viral moments are exciting, but they fade fast. Sustainable success lies in quantifying business impact. By measuring meaningful outcomes, brands can make data-driven decisions that improve retention, strengthen customer relationships, and demonstrate tangible marketing ROI.
How to:
- Elevate your metrics and prioritize what drives value, like conversions, customer lifetime value (LTV) and brand sentiment, over fleeting vanity metrics.
- Integrate Sprinklr Insights with CRM and e-commerce platforms to connect campaigns directly to revenue.
- Test and optimize at scale, and use A/B (or multivariate) testing to understand which creative elements drive business outcomes, not just engagement uplift.
For global organizations, building measurement frameworks is complex but essential. You need to harmonize data across regions, platforms and departments, ensuring social KPIs connect to CRM, e-commerce and brand health indicators. Executives want clarity on how social spend ties directly to pipeline, retention and growth, so measurement must be airtight.
Example: Me+Em, a British luxury womenswear brand, has successfully expanded into the U.S. market since launching e-commerce there in 2019. By 2024, U.S. net sales reached $60million. Rather than relying purely on ads, the brand focused on customer loyalty and experiential engagement.
These social media marketing best practices outline what great social media marketing looks like in 2025 and beyond. But for enterprises juggling hundreds of accounts, campaigns and stakeholders, the bigger question is whether there is a single solution that makes it all work.
How Sprinklr Social can help implement social media best practices
Managing multiple social accounts across platforms like Instagram, LinkedIn, Facebook, YouTube, and TikTok presents challenges in maintaining consistency and scalability. Sprinklr Social addresses these by centralizing publishing, engagement, listening, and analytics, enabling enterprises to implement best practices effectively.
With one unified platform, enterprises can operationalize best practices across global teams:
- Unified publishing and engagement: Schedule, publish, and respond across 30+ social and messaging channels from a single dashboard.
- AI-driven content optimization: Get real-time recommendations on format, tone, and timing tailored to each platform, leveraging AI to optimize content for maximum engagement.
- Advanced social listening: Capture conversations from 30+ channels, automatically surfacing themes, trends, and anomalies. This enables brands to track conversations, competitor moves, and sentiment shifts globally.
- Measurement and reporting: Connect social metrics to business outcomes with cross-channel analytics, providing insights into campaign performance and ROI.
- Compliance and governance: Role-based access, approval workflows, and monitoring to maintain brand integrity and mitigate risks across global teams.
By integrating these capabilities, Sprinklr Social transforms social media management from a tactical function into a strategic asset, driving consistency, impact, and trust across every social channel.
How Shiseido Japan used Sprinklr Social to transform its social media practices:
Shiseido Japan’s makeup teams once worked in silos, relying on manual, agency reports that slowed down decision-making. To compete in a fast-moving market, it needed a unified, data-driven approach.
By centralizing all owned media accounts on Sprinklr, the team gained speed and consistency. The results: a 244% increase in owned media performance, a 406% year-over-year jump in user-generated content, and a shift from semi-annual to monthly reporting cycles.
These improvements extended beyond the makeup division, with the approach scaled to other departments; showing how coordinated social operations can drive measurable results across an organization.
Final thoughts
Consistency still wins, but it’s no longer about posting for the sake of it. Brands that publish regularly (at least three times per week), and adapt content to each platform’s native format, whether that’s the opening seconds of a TikTok, a thumbnail on YouTube, or thought leadership on LinkedIn, stay relevant and credible.
That edge in social media marketing comes from discipline: testing, refining, and doubling down on what drives measurable impact. In 2025, the leaders will be those who combine creative storytelling with data-driven rigor. Sprinklr Social makes that possible at global scale, unifying publishing, engagement, and ROI tracking in one place.
Ready to move social from noise to growth? Book a demo and see how Sprinklr Social can fuel your next chapter.
Frequently Asked Questions
Deliver value first. Every post should serve your audience, not just fill a feed. Anchor social activity to business outcomes like conversions, retention, or advocacy; not vanity metrics.
There’s no universal number. On Instagram, daily Stories and 1 to 2 posts a day work well, while LinkedIn thrives on 3 to 5 high-quality posts weekly. What matters more than volume is consistency and relevance to your audience.
It depends on your audience and goals. TikTok and YouTube dominate discovery, Instagram fosters community, and LinkedIn builds credibility and influences decision-making. The right mix comes from matching platform strengths with business priorities.
Integrate social data with CRM and eCommerce to connect engagement to revenue. Track metrics like conversions, lifetime value and sentiment, not just likes or shares.
Yes. The core principles: consistency, audience focus, and measurement are universal, but execution varies. Regulated industries like finance require strict governance and compliance workflows, while retail and DTC brands lean more into community, commerce, and trend-driven content.
