Campaigns

In the context of social media, campaigns are understood as coordinated, strategic efforts directed toward the specific promotion of a goal, a message, a product, a service, an event, or a brand itself. These coordinated efforts take place over a defined period and across various social media platforms. They are made up of multiple posts, ads, or activities that together attempt to achieve some stated, targeted outcome—like increasing brand awareness, driving website traffic, building engagement, generating leads, or, not infrequently, boosting conversions.

The content of a campaign is crucial. Campaigns may be organic—unpaid, relying on shared posts and user-generated content—but the bulk of campaign content is paid. Even when posts are unpaid, a campaign is using the social media platform as an advertising channel.

Content includes some combination of images, videos, hashtags, captions, and call-to-actions that are supposed to resonate with the target audience.