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Let Orange 142 Help You Plan Your Social Media Campaigns

There is good news in digital advertising. According to the IAB Internet Advertising Revenue Report: Full Year 2023, revenues from advertising hit an all-time high, topping $225 billion in the US alone.


There is good news in digital advertising. According to the IAB Internet Advertising Revenue Report: Full Year 2023, revenues from advertising hit an all-time high, topping $225 billion in the US alone. 

One of the key takeaways is that social media advertising enjoyed 8.7% YoY growth, increasing to $64.9 billion in 2023. This growth, the IAB notes, is thanks to the “creator marketing growth across several platforms.” 

Social commerce took off during the pandemic, but it’s far from pandemic-era phenomenon. Revenue from social commerce topped $64 billion in sales in the U.S. This year, brands are expecting to haul in more than $86 billion.

If you’re not advertising on social media, you’re missing out. Social selling is big business, and getting bigger. By 2025, social media will account for $107 billion in sales. 

Social Commerce 101 

Social media is morphed into the consumers' preferred shopping channel. Like a lot of trends, the pandemic accelerated social commerce, but it didn’t end when lockdown orders were lifted.  

Today it continues unabated, presenting a golden opportunity for brands to connect with consumers and convert them directly within their social feeds.  

Social commerce allows social media users to purchase products and services directly from a brand’s posts, without the bother of navigating away from their feeds and to the brand’s ecommerce site. This frictionless shopping experience gets better and better as new wallets proliferate.  

Which platform should you sell on? It really depends on your clients and type (format) of content you create. Here’s an overview of the top platforms: 

Platform 

Number of US users 

Demographic 

Optimal Content Type 

Facebook 

188.6 million 

Boomers / Gen X 

Facebook’s formats allow for longer product descriptions and targeted advertising campaigns. 

Instagram 

169 million 

Millennials 

With a strong focus on visuals, Instagram is ideal for brands selling photogenic products like clothing, accessories, or homeware. 

TikTok 

150 million 

Gen Z users 

This short-form video platform is booming, perfect for brands that can showcase their products in engaging and creative ways. 

LinkedIn 

224 million 

All 

Focus on industry insights and thought leadership, with links to articles, videos and professional resources 

 Let’s look at how some industry sectors can benefit from social media platforms. 

Destination Marketing Organizations (DMOs)  

  • Create Engaging Content. Few industry sectors have the advantage of DMOs, namely the ability to create visually stunning posts. As a DMO, you’re sitting on a pile of gorgeous photos and videos. These assets showcase the beauty and unique experiences your destination offers, including eye-catching content featuring landscapes, landmarks, activities, and most important of all -- happy visitors. 

  • Storytelling. Social media is excellent for storytelling. DMOs can create reels and videos that highlight the culture, history, and local flavor of your destination, making it feel more than just a place on a map.

  • User Testimonials. Happy visitors are the best ambassadors for your destination, and social media platforms are a frictionless way for them to enthuse about the great time they had (and upload their own photos) to your feed.  

As it happens, consumers learn about destinations and get inspired to pack a bag based on the content they see on social media: 

Platform 

Content Engagement rate 

TikTok 

3.00% 

Instagram 

0.85% 

Facebook 

0.06% 

Engagement Tactics 

Promptly responding to comments and questions on social media posts shows potential visitors that the DMO cares and is invested in their experience. 

 You can also offer prizes, such as free stays or meals, to collect contact information and build a database of email addresses to target on an ongoing basis. Partnering with relevant travel influencers can extend reach and introduce the destination to a wider audience through authentic recommendations and reviews. 

Orange 142 helps many DMOs succeed with all digital marketing initiatives, not just social media. Learn more about Orange 142 and the Travel & Hospitality industry. 

Education 

Social media is a perfect vehicle for education facilities -- colleges, universities, training programs -- to nurture leads, build brand awareness, and ultimately convert prospective students into applicants. 

  • Showcase student life. Share photos and videos of students participating in activities, clubs, and events. This creates a sense of community that can be appealing to potential students. 

  • Highlight achievements. Highlight grads and certificate holders who are engaged in active and rewarding employment. Their testimonials will go a long way in recruiting new students. What’s more, they can respond to questions from your social media post, giving potential students the inside skinny. 

  • Highlight your unique programs. Post valuable content, such as webinars, live Q&A sessions, or blog posts related to the programs offered. Let students know what they can expect when they sign up! 

  • Show the human side. Feature faculty profiles, student testimonials, and behind-the-scenes stories to personalize your institution and foster a sense of connection with prospective students. 

Does it work? Some platforms, like TikTok, do particularly well for higher education:  

Platform 

Engagement Benchmark 

TikTok 

4.90% 

Instagram 

1.40% 

Facebook 

0.13% 

 Engagement Tactics 

Not all students can travel to tour campuses and facilities, and to talk to students and faculty members. You can help them get a sense of what your campus and programs are like through smart social media engagement, such as: 

  • Responding to comments and questions. Many students don’t know who to address the questions they may have. Your social media page is a good place for them to start. Tools like Gorgias automatically route social media posts to the right person so the questions are both seen and answered promptly. 
     
  • Host live sessions. Conduct live Q&A sessions with faculty or current students to provide real-time interaction and answer questions directly. 
     
  • Run polls and surveys. Engage your audience by asking questions about their interests and aspirations. This helps you tailor your content and messaging. 

 Learn more about how Orange 142 helps higher education thrive in the digital ecosystem. 

Social commerce is also perfect for other verticals, including ecommerce, CPG brands, government services and more. Questions or comments? Ready to get started? Get in touch. 

 

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