How to build a successful social media campaign

With so many social media platforms to choose from, new content trends emerging each day and regular algorithm changes, it can be challenging to know how to approach a new campaign. Some of the questions you might be asking yourself are:

  • Which platforms should I be using?
  • What types of content will get the best results?
  • How do I map this all out?
  • How far in advance should I be scheduling?
  • How much time should I set aside for interaction?
  • How can I ensure results from beginning to end?

During this one-hour Zoom webinar, we will aim to answer all of the above.


  • Hans de Kretser
    Hans de Kretser Director, HdK
  • Freya Ruane
    Freya RuaneDigital Marketing Coordinator, HdK

A transcript of the Q&A session.

What is the best practice with hashtags?

We suggest spending time to build a bank of thoughtful and relevant hashtags. Try to be as specific as possible to ensure that you are reaching audiences who will be genuinely engaged with your content.

What is the best social media scheduler you would recommend?

We use Hootsuite but there are many options, such as Sprout Social, that are also great. Take a look at what each of them offers for your budget.

When interacting with others on social media for sharing your posts is there anything you should not do?

It’s important to maintain your brand voice in any interactions – even these small experiences can determine how people feel about your organisation, so it’s always best to be conscientious. For instance, if your organisation aims to have an accessible brand voice, make sure to avoid complicated language.

How often should you be posting on Twitter/Facebook/Instagram?

We recommend posting as consistently as possible, to ensure you maintain engagement. However, be guided by quality not quantity and ensure posts contain meaningful and valuable content.

How can I identify social media trends that could work for my company/brand?

Look to see what leaders in your industry and peers are doing on social media. What are they doing at the moment that could work for you? Observing what works for other organisations can be incredibly valuable in terms of generating ideas.

Does a photo gain more engagement or a video?

This can vary depending on platforms and audiences. Although studies do suggest video content tends to gain more engagement, it is worth analysing your own social media accounts to understand what works best for you.

What are the optimal times to post for each platform?

You can find general advice on posting times here. However, look at your own accounts as Facebook and Instagram provide personalised reports on when your followers are most active.

Is using my Facebook page to link to my website too reductive? How can I engage my audience, even if they do not need to “buy anything”?

Facebook can be a great tool to direct traffic towards your website. To help encourage clicks, make sure you’re providing them with genuine value. What will they gain from your website? Lead with that.

Should we try TikTok?

TikTok can be a great platform for organisations to connect with young audiences, or even more broader age ranges but in a fun and current way. Take a look at content relating to your topic on the platform – what do people seem to be engaging with? Could you adapt these form to work for you? Give it a go!

What is the best way to engage with young people on social media?

Prioritise your social media platforms with the youngest audience (specific to you and your followers). You can also find age demographics in general for each platform very easily online, so take a look at these and if there’s a platform with a huge young majority that you’re not using, consider how you might incorporate it into your strategy.

Have the Audience Agency altered their audience profiles post-covid? It feels like audience demographics might be different in this weird new world!

Helpfully, yes! They have done exactly this, providing COVID-19 specific information with each of their profiles. Check out Experience Seekers as an example.

How do you set your targets/ know what is successful engagement?

Make a note of what results you have achieved to date. If you’re setting targets for a three-month campaign, look at results from other three-month campaign periods. This will give you an idea of what you’ve achieved in the past, so you can set targets to improve.