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The Social Media Marketing Ecosystem

Social Media Marketing Ecosystem

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Content is king when it comes to social media marketing. Especially now as social media platforms become algorithm based, you have to be focused on creating content that your audience will actually enjoy. Because of this, content is the place with your social media strategy. Content is the fuel that fires the social media engine, and without it, your strategy is going nowhere. There are many different types of content that you can post on social media, each with its benefits and challenges that could majorly impact the results you are getting. 

social media ecosystem

Creating Original Video Content

Right now, video is the #1 way to get organic reach and engagement on social media. Video almost always resonates better than photos, but it’s harder to make it the right way. Editing a video takes a lot longer than throwing a filter on a photo, and it takes more time and energy to think of video that will do well on social media.

However, all that extra time and energy is 100% worth it. Of course, there are platforms like TikTok that are only for video, but that same type of content works incredibly well on every single platform. All the way from Instagram to LinkedIn, we are seeing major success using vertical-format short-form video to help companies educate their audiences, elevate their brands, and have a little fun along the way too. 

Capturing Original Photos

This is going to be one of the most popular because it’s the easiest one to create. There are so many different things you can take pictures of that will resonate with your audience.

You can take pictures of you, your team, your business, your services, your products, your events, your parties, your successes, your disasters, and everything else you can think of that you can tie to help you tell your story.

You don’t need any fancy equipment (the smartphone in your pocket will do just fine) to take awesome photos that will do great on social media. Authentic and organic photos are well worth the time and thought over ever posting stock photos.

Creating Awesome Designs

Sometimes you need something a little different to catch the eye of your target audience and communicate your message in a new way. 

Enter graphic design

In a lot of cases, you won’t have to go out and learn how to use Photoshop to get something that will work for you. Marketers everywhere love Canva to help them make quick, simple, and impactful designs and they are adding new features every day that open so many doors. You can easily create graphics, remove backgrounds, or even create simple video overlays to take things up a notch! If you need any graphic design work, give it a shot!

Website Blogs, Articles, or Other Posts

I won’t dive too deep into this one since we’ll cover it later, but there is a lot of content that can be incredibly useful for social media from your website.

If you’re good at or enjoy writing, this is a way for you to shine. Being able to write blogs or articles that live on your website can be awesome for you to share across your social media platforms.

If you make sure it’s content that is beneficial to your following and is something they’ll want to share, that content will do great!

Bonus: We wrote a blog on how to pick the right content for social media for your business.

Social Media Strategy

Now this is where we are going to decide where to post all that amazing content you are going to create. 

This is probably the place where you are asking yourself “Why are you deciding what type of content to post first? Shouldn’t you pick your platforms and have a strategy first?” Yes I know it’s a little weird, but to us having a good content strategy first makes forming this part of the strategy much easier vs. doing it the other way around. That is what it means to have a content-first strategy.

Step 1 is figuring out what platforms you should be posting on. I’m going to keep this pretty short, but I won’t leave you high and dry. We have an entire chapter of our social media guide dedicated to developing your social media strategy. So check that out if you have any questions or want more details afterward.


Facebook is the “catch-all” of social media marketing. Most content can have success on Facebook, and most people use it. Facebook has changed pretty significantly in the last year or so and is now a place where you can get some organic reach, something that used to seem impossible.


Instagram used to be the go-to photo platform, but videos are now the name of the game of this platform. Instagram Reels was launched in order to compete with TikTok and now is the ONLY type of video that can be posted on the platform. Other tools in order to engage your audience like stories are still there with even more added tools, like link stickers, to help with conversions. 


LinkedIn is a no-brainer in the B2B space. While it is known as the business platform, it has become much less formal than it used to be and there are a lot of creative things any business can do on it…. Even if they aren’t B2B.


TikTok is the new giant in the social media industry and the platform that all the others are striving to be like. Any business that is willing to put time and effort into a strong video strategy (and is willing to not take themselves too seriously) would be a perfect fit for this platform. 


In case you didn’t notice, X has gone through a lot of changes lately (for better or worse) that are impacting the entire landscape of the social media industry. I am going to be honest here, we hardly ever recommend X anymore to businesses unless they are using it for customer service. However, if you are trying to build a personal brand or work in some specific industries like tech or finance, X still has a ton of relevance. 

Social Media Paid Advertising

For better or for worse, social media ads have become a necessary part of a social media strategy.

While social media platforms have gotten better about making organic reach possible for businesses, there is nothing like a little targeted paid ads to take things to another level.

You don’t need to go and break the bank to be successful with paid ads. If you’re a local business, you’ll be able to get by with $100/month and still hit a huge amount of your target market.

Since you’re able to narrow down who sees your ads, you’re able to eliminate a lot of irrelevant impressions and clicks. This alone is one of the key reasons why social media ads are so powerful and overall better than older types of advertising, especially for small businesses.

Boosting posts is still what we recommend for people that are just starting with paid advertising. If you boost a post the right way, you can gain so much extra reach over your organic strategy alone!


Now, let’s talk about retargeting. 

An often forgotten piece of the puzzle. Retargeting is your key to getting those newly engaged social media followers to convert. 

98% of website traffic doesn’t convert on the first visit, which means we need to find ways to keep people who have seen your brand continuously engaged.

Retargeting can be done in a lot of ways. While we are talking specifically about retargeting on social media in this blog, it can be done through many platforms such as Google. 

The best place to do this is through the META suite (Facebook and Instagram). Not only can you use the META pixel to do some creative things, they are very cheap for how impactful they can be. 

So what happens after that… well… It’s back to making new content…And around and around the marketing ecosystem we go. It’s a never-ending cycle of creating new content, posting it in the right places, using paid advertising to show it to new people, and driving them to your website. When done correctly, this ecosystem becomes a machine that generates more and more interest in your business the longer it operates! Eventually, the marketing ecosystem might even run itself and will allow you to be constantly creating and driving traffic without much thought.


Last, but not least, is the website. 

Yes, that old thing.

Your website is the home of your online presence, and it’s incredibly important for a lot of businesses to succeed online. While there is a lot of social media can do, there is still a lot that a website does better. Showcasing services, serving as an online store, and hosting articles/blogs to name a few of the most important.

With all that being said, social media is a perfect complement to your website. You can share the things listed above on social media, with a video, photo, and link to draw interest. If someone is interested in what they see on social media, they can get the full story on your website.

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