Let’s face it—social media isn’t just a nice-to-have anymore. It’s where your audience hangs out, talks, shares, and decides whom they trust (and who they don’t). Whether you’re just starting or trying to breathe some new life into your brand, understanding the different ways you can market yourself online can be a total game-changer.
I’ve worked with (and observed) a lot of brands that struggled at first because they tried to do everything at once. That’s exhausting. What works is picking a few solid strategies that make sense for your voice, your audience, and your goals—and doing those well.
So, if you’re looking for ways to stand out and actually connect with people online, here are five types of social media marketing that can help you build visibility without burning out.
1. Influencer Collaborations That Make Sense
This one’s popular for a reason. Influencer marketing works, but only if you do it right. I’m not talking about paying someone with a million followers to hold your product awkwardly in a selfie. I mean real collaborations with people who have genuine influence over a specific community.
It could be a food blogger on Instagram who gets thousands of recipe saves or a TikToker who’s built a niche talking about skincare. The size of their audience isn’t everything—what matters is engagement and alignment. If they believe in what you’re doing and their followers trust them, you’ve got a powerful combo.
My take: Think partnerships, not transactions. It’s obvious when it’s forced.
2. Content That Doesn’t Feel Like Content
I know, “content marketing” sounds like something a marketing textbook would say. But hear me out—it’s just about showing up consistently with useful, interesting, or entertaining stuff that your audience actually wants to see.
This could be anything from a quick how-to video to a thoughtful LinkedIn post to a funny behind-the-scenes Reel that shows the human side of your brand. The trick is to stop thinking like a marketer and start thinking like your audience. What do they care about? What would make them pause for a second while scrolling? This Reddit thread offers a lot of simple yet effective advice for content strategy.
What’s an example of a decent content strategy?
byu/dailygrind9to5 incontent_marketing
A little tip: Not every post has to go viral. Sometimes, just being relatable is enough.
3. Paid Ads (But Do Them With Personality)
Paid ads are great—especially if you’re trying to grow fast or reach new eyes outside of your current following. But here’s the thing: the best ads don’t feel like ads. They feel like something that naturally fits into your feed.
Whether it’s a funny video, a bold image with a strong hook, or a simple testimonial from a real person, focus on stopping the scroll. And please, test things! A small budget can go a long way if you’re willing to tweak and experiment. Check out @FreelancerSMM-SEO‘s take on choosing among Paid Ads, Content Creation, or Influencer Marketing.
What should you Choose? Paid Ads, Content Creation, or Influencer Marketing?
byu/FreelancerSMM-SEO insmallbusiness
My take: Try running ads that mimic your organic posts. People trust what feels real.
4. Community Engagement: The Underdog
This one gets overlooked way too often. Posting great content is cool, but if you’re not responding to comments, answering questions, or showing appreciation for your followers, you’re missing out on building actual relationships.
Think of your brand’s account like a person. Would you want to talk to someone who never replies or just talks about themselves all day? Probably not. But someone who makes you feel seen, heard, and valued? That’s who people stick with.
Pro move: Spend 15–30 minutes a day just engaging. It makes a bigger difference than you’d expect.
5. User-Generated Content: Let Your Fans Do the Talking
Some of the best marketing you’ll ever get? It comes from your actual customers. UGC—user-generated content—is content your audience creates about your brand. It could be a tagged photo, a TikToker who’s built a niche talking about skincare. The size of their audience isn’t everything—what matters is engagement and alignment. If they believe in what you’re doing and their followers trust them, you’ve got a powerful combo.
My take: Think partnerships, not transactions. It’s obvious when it’s forced.
Final Thoughts
Social media marketing doesn’t have to be overwhelming. At the end of the day, it’s about connection. The more human you can be—whether you’re creating content, responding to a comment, or reaching out to a potential collaborator—the more likely you are to build a brand people care about.
Start with what feels natural. Build from there. You’ve got this.