Social Media Marketing: Strategies, Challenges, and AI Integration

| Updated on April 9, 2024
smm strategies challenges and ai

The first social media platform, Six Degrees, was introduced by Andrew Weinreich in 1997. Allowing users to befriend others, around that time several blogging sites like Open Diary also started gaining popularity. Since then, social media marketing has come a long way. 

Earlier, businesses used to only share content on social media to attract traffic to their websites, but now they use it in numerous ways. If a company wants to know its brand reputation management, it should keep tabs on social media conversations and mentions. Moreover, social media analytics would do the work if a business wants to analyze its reach or sales. 

Nonetheless, social media marketing works with the right strategies, but it has its own set of challenges as well. Also, Artificial intelligence completely revolutionized social media platforms. This article deep dive into every aspect of social media marketing.

Social media marketing

Understanding Social Media Marketing

Social media marketing refers to the process of creating content for various social media platforms for the promotion of products and services. The core purpose of brands is to build a network with the target audience and generate traffic to their websites to increase sales. 

In addition, with the analytical tool, marketers can analyze their campaign success and identify new ways to increase customer engagement. 

The below statistics represent the highest ROI social media markets gets from different platforms.

Data on ROI from multiple social media platforms

How to Create Social Media Marketing Strategies

Strategies define the performance of social media marketing efforts. The core concept here is how the brand uses social media platforms to achieve its goal. Read through this section to learn the details

Set Clear Goals

Firstly, setting clear goals and objectives makes any social media plan great. Specific goals give the direction on what you want to achieve and how much time and energy needed to invest. With the help of goals, you can track the right metrics while measuring ROI. 

It’s vital to note that your goals should be specific, measurable, relevant, attainable, and have a time limit. Consider breaking down goals into smaller units, as they are easier to scale, and change and help you keep track of to achieve larger goals.

Conduct Research on the Target Audience

Knowing your target audience through effective communication can help you understand their needs and wants. So researching to gain insights and know who is your audience is essential. 

Determine your audience based on information such as demographic and geographic, to know the type of content that can perform well. Also, note that audiences behave differently across multiple social media platforms, so create content accordingly.

Wisely Choose Social Media Channels

Choosing the right social media platform can immensely help you reach the right audience. Go where your audience is present. Spend your time on platforms based on your target audience and industry. Understand, that a lot of resources to create a presence over multiple platforms. 

Large-scale organizations can easily spread over all the editing platforms, but if you are a small or medium-sized company, it will take a toll on your budget. So consider the resources you have and invest in platforms that offer great ROI.

Fun Fact

Instagram users spend 30 minutes each day on Instagram. And for any brand, this kind of social media usage is a marketer’s dream.

Create Engaging Content

Content works like fuel in social media marketing, make sure to generate the right content. In the beginning, start creating a strategy, determining the types of content that should be published according to your goals, brand, and of course target audience. Great content is created based on key factors such as goals, brand voice, authenticity, and consistency.

Evaluate Competition

To stay in the competitive industry, understanding what your competitors are doing can help you a lot. This will give you an idea of what you are doing right and what needs to be done differently. 

In case your competitors are relying on a specific platform, you should go with other social media platforms where they do not have a presence. This will give you the edge to operate in an underserved environment with no competition.

Social Media Marketing Challenges

The digital landscape changes rapidly, posing challenges for brands, and social media is the perfect example. More on to later in this section-

Navigating Algorithm Complexities

Social media platforms constantly introduce new changes in algorithms and frequent updates. This affects the appearance of content and how it is seen by viewers. It impacts brand reach and engagement significantly, creating challenges to keep up with consistent performance. 

Companies struggle with adaptation with algorithms which reduces visibility and engagement on their posts. Brands should constantly learn about the latest changes and trends. Plus, creating high-quality content that engages audiences because the algorithm favors content that is engaging.

Coming Up With New Ideas and Keeping up with Trends

“Content is the king” and it truly works like that. Social media users skip the mundane content in their feeds. Coming up with new and interesting ideas is one of the most daunting social media marketing challenges. If your creative team struggling with the same issue, the introduction of a new strategy should be your priority. Give some rest to your creative team to reset and come up with new ideas. 

One more challenging thing is keeping up with trends nowadays. Predicting how long a social media trend will last is nearly impossible. Also, sometimes determining if the potential trend will pick up can become challenging. 

This will lead to a waste of resources as the content might not resonate with the audience. To tackle this issue, consider spotting trends to remain relevant in the game. Analyze what is happening on your feed and come up with new ideas. 

Do you know?

There are 4.2 billion active social media users worldwide, which is 53.6% of the total global population.

Juggle between Platforms and Building Connections with Influencers

Brands try to do promotions on multiple platforms to reach a wider audience. The only goal is to convert unique users. However, posting a single content across different platforms will not give you the result. Every platform is different in terms of content, user behavior, and so on. This becomes a challenge in social media marketing, as poor utilization of resources leads to waste of efforts. 

The only solution is to decide on which site gives the highest ROI, and then start making adjustments accordingly. Establishing a relationship with influencers might not seem important, but millennials trust influencers most when it comes to product recommendations. 

Nowadays, people are not trustworthy when it comes to brands, however, the situation is different with influencers. To overcome such challenges, finding the right influencers is the answer. You should reach out to an influencer to settle on common grounds. Note that you should understand the influencer’s audience to know if the audience trusts them. 

AI Integration in Social Media Marketing

AI integration in social media platforms

Integration of artificial intelligence in social media means the application of algorithms and data analytics to analyze user behavior, preferences, and interactions. AI has become a driving force in social media marketing. By social media content creation using AI, marketers can get desired outcomes. Read carefully through this section to know more!

Predictive Analysis for the Target Market

AI can easily predict the latest trends and user behavior, which helps you in making a strategy for content planning. It analyzes historical social media data to know which products can perform well. 

Such insights help you to create content tailored towards target audiences. You can get leverage by segmenting consumers using machine learning. It will help you create personalized promotions based on consumer behavior.

Automated Curation of Content

You can get suggestions regarding relevant content as AI gathers relevant content from across the web. This will save time and help in the consistent flow of diverse social media posts. In addition, this will help you in the content curation process by suggesting articles, videos, and posts aligning with your brand values. 

Real-time Trend Monitoring

Integration of AI allows real-time monitoring of trends and conversations across social media platforms. Here you can spot on the available opportunities. Take an example of the 2013 Super Bowl blackout, Orea captured the opportunity with their clever tweet saying “You can still dunk in the dark”. This marketing tactic becomes successful because of real-time monitoring of social media trends.


Social media marketing has become an integral part of brand marketing efforts. The rapid increase in social media users made businesses realize their potential to connect with customers and drive engagement and revenue growth. 

This article is intended to give you an overview of essential social media marketing strategies and how to go about them. Moreover, there are a few challenges that you can overcome by following the suggestions mentioned above. Lastly, a synopsis of AI integration in social media and how your marketing efforts influence positively. We hope that you find this insight helpful.

Related Post

By subscribing, you accepted our Policy