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What You Should Include On Your Social Media Marketing Checklist

Posted on 10th July 2025
 
Managing your social media presence can be time consuming, and when you’re not 100% sure on what you need to be looking for or preparing it can be difficult to fully understand your business' performance in the digital space. 
 
Having a checklist can help you pick the most relevant areas to focus on in regards to your business. In this blog we’ll look at some of the things you should be including on your social media marketing checklist when it comes to your content, analytics and audience. 

Content Checklist 

Your content, along with your profile, essentially acts as ‘the face’ of your brand. Your posts must have some type of value, whether that’s to inform, engage or convert your target audience – speaking to their needs and pain points, ultimately drawing them into what you’re offering. Here’s what you should have on your content checklist: 
✅ Content Calendar – Having a content calendar can help you stay on track, especially for small businesses who’ll likely not have the time to spend on their social media marketing or have the money to hire a dedicated marketing department. Scheduling tools allow you to prepare posts to go out at the optimal times and days for your business – helping you avoid putting something together at the last minute and lets you consistently promote your campaigns, events or launches. 
 
✅ Brand Voice and Style – How do you want to sound and look to your audience? Writing your post in your brand voice and creating visuals that align with your brand’s style help to craft your online identity. Consistent posting in this voice and style allows you to build recognition and trust with your audience. 
 
✅ Variety – Content variety helps you to cater to different wants from your audience, and can help you to boost your engagement. With what you should already know about your audience, having a couple of different styles such as videos, static posts and carousel posts included in your content marketing allows you to mix things up whilst keeping your consistent style and messaging. 
 
✅ Add Value – Your content must provide value and hook your audience in – tips, how-to’s, behind-the-scenes or simple entertaining posts can all work depending on how you want to portray your business online. Think about the brands you purchase from and have interest in, consider how their marketing caught your attention, and then take look at your own business and how you can have a similar appeal to your target audience. 

Analytics Checklist  

Monitoring your data is extremely important, as it lets you know how you’re performing on social media and allows you to make changes and smarter choices. Here’s what you should have on your analytics checklist: 
 
✅ Engagement Rates – Engagement is a vanity metric, but it is still handy to measure as it points to how users are interacting with your content. High engagement can show that your audience is resonating with what you post, and minimal engagement can help you discover where things need to change in order to improve your performance. 
 
✅ Reach & Impressions – Track how many people are seeing your content, and how often. This will give you a good idea if it’s performing, reaching the right audience and if your visibility is good across the platforms you’ve chosen to post on. 
 
✅ Click Through Rate – If you’re including links or running ads, click through rate is an important metric to monitor. It lets you know how many people are clicking through to your landing page, and then from you can monitor whether they’re taking any action on the page. 
 
✅ Followers – Are you gaining followers or page likes? This can be a good indicator of your audience size and consistent growth can show interest in your brand – but this is also another vanity metric, so whilst good to monitor it doesn’t necessarily hold a lot of weight if you have a low follower count but high click through rate, sales, each or impressions. 

Audience Checklist 

Building a relationship with your audience helps to increase brand loyalty and bring in great results. Here’s what to include in your Audience Checklist: 
 
✅ Personas – Create a target audience persona, so you know exactly the type of person you want your content to appeal to. Consider their age, gender, location, job type, interests and where they frequent on social media. Knowing this means you can then work out how to craft your content to speak their language and meet their needs. 
 
✅ Engagement Patterns – Your analytics will be able to tell you when your audience are most active, so that you can figure out when the best times to post are. Posting your content at the peak times they’ll be online can improve your reach, impressions and engagement. 
 
✅ Feedback – Your audience leaving reviews and comments can give you real-time insight into how they are feeling. Responding professionally and promptly lets you start conversations, answer questions, create relationships and solve any issues people may be having – good customer service is important, so make sure you’re keeping on top of this. It also helps you to create a deeper connection with your audience and improve your business/products in areas that they’ve had a problem with or don’t engage with – a win/win situation for you and them. 
By keeping these things in mind for your checklist, you’ll have a comprehensive guide to measuring and managing your social media performance. Revisit your checklist often, and update where necessary as your business and the digital landscape evolves. 
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5 Things To Include In Your TikTok Marketing Strategy

Posted on 19th June 2025
 
 
TikTok is one of the biggest social media platforms as of 2025 – its where trends begin, influencers build their platforms and where businesses are going to sell and advertise their products. 
 
With 1.5 billion users worldwide, TikTok can be a great place for your business to grow, find your audience and sell your products – but you must have the right strategy if you want to do so successfully. 
 
Here are 5 things to include when creating your TikTok Marketing strategy. 

Optimise Your Profile 

One of the most important things you need to do is ensure you’re optimising your profile – this helps you to establish your brand and your presence on the platform. You need: 
• A profile photo – this should be your businesses logo, or, if you don’t have one, a professional image or video that represents your business perfectly. 
 
• Your business name and username (make sure this is the same, or similar if your business name has already been used by someone else as a username) 
 
• Let people know more about your business and what you do in your bio 
 
• Add in your contact information and connect your Instagram and/or YouTube accounts 
 
• Select the category that best represents your business and your industry (you may have already done this when setting up a business profile) 

Know Your Target Audience 

You need to know who you’re targeting with your content – reach and engagement is great, but you must ensure that this is converting into sales. TikTok’s audience falls on the younger side, and is mostly popular with Gen Z and Millennials. Research by TikTok has found that in the UK, 53% of Millennial and 62% of Gen Z internet users prefer researching products on video and social platforms, so if your target audience do too then this is the place to be to market your business. 
 
In order to find your target audience, not just on TikTok but across social media, you need to think of their key demographics such as age, gender, and location, and consider their interests, income, job type and what platforms they’re likely to be drawn to. On TikTok, when you’ve posted content, you can start to see insights on content that your audience has been engaging with and searching for – helping you to tailor your content to the topics your target market is currently enjoying. 

Be Involved With Trends 

Trends move fast on social media, but getting in at the right time could boost your marketing efforts. Sometimes trending content may not align with your business plans or style, but when it does, it gives you an outlet to be creative, reach more people and shows that you understand your audience’s interests and wants. If you frequently use TikTok, then you’ll also see businesses both small and large commenting on popular videos and trending content – so don’t be shy to do the same, as this can help to expose your business to a large number of people within your target audience who could then become interested in you. You can also respond to other users - 64% of Millennials have said they felt more connected to a brand when they responded to a comment that they have posted. 

Influencer Marketing 

Influencer marketing has become a key part of social media marketing for brands, and TikTok’s statistics show exactly why you should begin considering it. Influencers within your niche and with similar audiences can help to push your products – their followers will already trust them and their opinions, so even if they’re unfamiliar with your brand, hearing someone who they do know of talk positively about your products can help to boost sales and build trust in your business. 43% of Gen Z TikTok users in the UK said they'd go online to view the product/brand that a Creator shared, with 50% saying they’d buy the product and 62% of Millennial users saying that they’re more likely to trust a brand after learning about them from a TikTok Creator. With the introduction of TikTok Shop, getting your business set up to sell through this platform keeps users who have seen your products within TikTok – meaning they don’t have to leave the app and go elsewhere to find and purchase your products. 

Combine Short Form Content With Live Content 

TikTok allows both photo and video content, and is known to be a fast-paced platform – meaning you must capture the attention of your audience quickly. 69% of Millennial users and 74% of Gen Z users prefer short-form content and TikTok suggests anywhere between 21-34 seconds is the optimal length for a video, so ensure that when you start creating your videos you keep this in mind. However, this isn’t to say avoid longer content at all costs – TikTok live is also a useful tool if you want to sell products to your audience, allowing you to engage with people in real time, giving them more information about how your products can help them. Combining this longer style of content with the shorter content on your feed can help you to keep a consistent schedule, build your following and attract loyal followers and customers. 
TikTok may still seem relatively new alongside its competitors, but it’s become a staple for social media users – and could for you when it comes to your social media marketing too. Having these 5 things in your strategy can help to set you up for success on the platform – helping to establish yourself as an industry leader on TikTok. 
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TikTok vs YouTube: Which Is Better For Your Business?

Posted on 9th January 2025
 
Video Marketing can form an important part of your businesses digital marketing strategy, but with both YouTube and TikTok offering different benefits for marketers it can be difficult to find which platform is the right fit for your business. 
 
In this blog, we’ll look at what TikTok and YouTube have to offer, helping you make an informed decision as to which site will work the best for your marketing efforts. 

YouTube 

YouTube sits just behind Facebook as the 2nd biggest social media platform, with 2.5 billion active users each month. Known for it’s long-form content, YouTube is popular across all generations, allowing creators to easily find their target audience when their content is optimised correctly. YouTube allows for long and short form content, and with the introduction of Shorts, the platform truly gives you the opportunity to find the right strategy for your video marketing plans. 
Whether you want to create a podcast to go alongside your business, you want to upload quick product clips and promotions or you plan to educate your audience in your videos, YouTube allows you to find your niche. You can also share your videos across platforms, by clipping bits out to post on places like Facebook or TikTok whilst linking interested, already existing audiences to your channel and to your full video. 
 
YouTube is owned by Google, who will show videos in search results if they're optimised well. In your channel and video description, use relevant keywords as this will help YouTube with promoting and suggesting your channel to the correct audiences. Make sure these keywords are also included in your video title, which should be eye catching and not too long. Add tags to your video to boost visibility. When it comes to the video itself, pick a thumbnail that grabs the audience’s attention, relates to your content and stands out amongst your competition. You should make sure your content is clear, concise and is edited well, has moments that keep the audience hooked in and displays your industry knowledge perfectly. 

TikTok 

Created in 2017, TikTok has become a huge part of the current make up of social media – it’s popularity boomed during the pandemic, and has become a hub for younger audiences. With nearly 31 million daily users, the average user will open the app up to 20 times a day - giving you ample opportunity to be seen by your audience. 61% of users have discovered a new brand through TikTok, with 92% taking some kind of action after seeing content on the platform (such as likes, comments and shares). 
 
On TikTok, viewers are expecting short form content – and this means you have a limited time to get to the point of your video before people scroll past. If you’re advertising, then TikTok found that ads with an emotional message perform the best, with 63% of ads that convey their message right away being successful. 
 
You also don’t need to worry about the production being high quality – you can easily make a TikTok using your phone, their editing tools or a site like CapCut. This low-cost expense shouldn’t eat too much into your allocated budget, and gives you room to make tweaks and edits for free or for a small cost. 

Which Is Best For Your Business? 

You should choose YouTube if you have a broader target audience in age range, want to create in-depth content, have the equipment or budget available for high—quality and professional content creation and you plan to build long-term visibility using search. 
 
You should choose TikTok if you have a younger target audience, have plans to create short, snappy content that is posted more frequently, have an interest in creating and leveraging viral content and trends and if you have limited resources for video marketing.  
 
Alternatively, you can use both if you feel it’s necessary taking advantage of each platforms strengths to create a winning video marketing strategy. 
Picking a platform for your business takes time and careful planning, but when you have an idea on the best fit for your business start drafting up your video ideas and create content that brings your business success. 
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How To Do Video Marketing Right

Posted on 14th November 2024
 
Video Marketing has been booming for the last decade thanks to YouTube, TikTok and Reels – 91% of businesses use video as part of their strategy, with 88% seeing it as an important part of their strategy overall. 
 
There are things you need to keep in mind when using video marketing – from your budget to your audience, crafting the perfect plan for your videos will help to set you up for success. Here are all the things you need to consider in order to do video marketing right. 

What Do Your Audience Want? 

Statistics show that videos that are educational and instructional videos are what engages audiences, along with testimonials. This doesn’t mean you have to stick rigidly to this style – your audience is unique, and you may find a different video style matches what they’re looking for more so than something that educates them, so when you first start test our a few different ones – testimonial, behind scenes, teasers, demonstrations etc. – and go for the one that brings in the best engagement from your audience. 

Balance Your Budget 

Investing tonnes of money into your video marketing may seem like the way to go, but it doesn’t necessarily mean you’ll get results. Having a high production may look good, it may look professional, but that doesn’t mean the viewers will watch. Funnelling money into video marketing that doesn’t work leaves less resources for the areas of your marketing that does work. You can build your budget over time, but when you start out you may not have the most-fancy equipment, confidence or style you’ll eventually acquire – and that’s not a problem. The better you get, the better your videos get, and you may even find your viewers engage more with lower produced videos than they do the ones made with more budget, allowing you to find your niche. 

Have A Goal 

What do you want your videos to achieve? If you have an idea of what you want to create, the next thing you need to think of is the goal of creating them. Providing value to the audience is a must, but what steps do you want your audience to take? 90% of marketers have said videos have increased brand awareness so this could always one of the things you aim for, alternatively you could want videos to instead push your audience to purchase a product, you may want to generate leads, you could increase your web traffic, or you could get more engagement on your social media pages. Whatever it is, make sure this goal is clear and defined – follow the SMART model and make sure your team are all on the same page. SMART stands for: Specific, Measurable, Achievable, Relevant, Time-Bound. 

Use Live 

Your videos don’t all have to be pre-recorded! Mix things up by going live and speak directly to active audience members. You can get them involved beforehand by asking them what they want to see and answer any questions they have instantly by engaging with the live chat. Most platforms offer a live feature – whether that’s video or audio – and are great ways to put a face or voice to the name and display your expertise and knowledge beyond text-based posts or pre-recorded content. 

Creation Of Videos 

Make sure your videos are clear, concise and edited before going out on your chosen platform. If desired, create an eye-catching thumbnail that draws in your viewers. Answer any pain-points your audience have and show them how your business is the solution – display what your products can do, using slick transitions and text on screen to add extra details where needed. Creating a map of how you want your videos to look before you start creating them will give you an idea on the direction to take. 

Use The Right Format 

The right format is key to ensuring your videos are displayed properly. Most platforms now support both vertical and landscape videos, but working out which format you’re more likely to go for will be great when setting up your content. If you’re thinking of vertical videos, then TikTok, Reels and YouTube Shorts are great options. If you’re business leans more towards landscape, then YouTube, Facebook, and X are the right ways to go, and Instagram potentially too. 
Videos are a powerful marketing source, and one that requires time & attention from you an your team to perfect. By following these tips, you’ll be well on your way to creating fantastic videos that play a key role in your marketing. 
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Why your Business Should Be Using Video

Posted on 22nd August 2024
 
 
 
Digital Marketing isn’t just limited to a graphic and text-based post, but it incorporates a vast array of methods that can boost the way your audience engages with you online. 
 
One of the top methods you can use is video. Whether that’s longform video content on platforms like YouTube or you take advantage of short form content on TikTok or Meta’s Reels feature, uploading your own videos for your brand can become a big part of your strategy. In fact, 88% of video marketers see this method as an important part of their overall strategy, with 91% of businesses using video as a marketing tool. 
 
Here's why your business should be using video marketing. 
 

Increase Brand Awareness 

Videos can be a helpful way to increase people’s awareness of your brand. Whether you want the video to teach your audience something, entertain them, highlight customer stories, hop on trending topics – when your video is watched, they’ll take note of your brand too. The more aware they are of your brand, and the more they enjoy the videos, engagement with your content will increase – improving your visibility and reach overall. 

Get New Sales 

You may not realise it, but videos can actually bring in new sales. What better way is there to show off your products than recording yourself using them? Showing your audience exactly how your product works and how it will solve their problem is all part of drawing them in. You can also create videos that don’t necessarily seem like an ad, but does give your audience some information about your business. Whilst you must specify if you are selling something to viewers within your post, your videos still don’t need to be all about your product if you’d prefer to give more background on your business and be more personal with your followers. As long as videos are compelling, you can easily boost your sales. 

Grow Social Media Accounts 

Video content is a powerful tool for growing your social media accounts – it captures attention quickly, and engages users more so than graphics or text could within a few seconds. Videos that are well-made and relevant are likely to appear on users feeds and be favoured more within the algorithms, and with short-form videos on the rise it’s more important than ever that your business makes an instant impression. 
 
Video’s give your audience the chance to build a deeper connection with your brand, increases your visibility and drives interactions – which helps to build your business page and retain your audience. 

Educate Customers 

Effective videos can educate your audience about a number of topics about your products, your business or your industry in general. As mentioned earlier, your videos can be instructional and tell your audience exactly how they can use and get the benefits from using your product or service. Give them a look behind the scenes, answer any questions they have and give them some knowledge about your industry using simple, non-jargon terms so they can fully understand what your business has to offer and why you are the business your potential customers should purchase from over your competition. 

Establish Brand Authority 

When people are looking up a product or problem, they need a product to solve, you’ll want your business to be the one that shows up. This is where using keywords should be a priority – when a search is made you need your video to be one of the first things people see, so put yourself in your audience’s shoes, think of the types of questions they may search, and use these keywords in descriptions and tags. The more your brand is visible the more authority and awareness it brings to your business. 
Using video in your marketing can be transformative to the way you operate on social media, giving you another outlet to reach out to your followers. Start making videos today and discover how they can help your business! 
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Discover The Power Of Video Marketing On Social Media

Posted on 13th October 2023
 
 
 
Video marketing has become a powerful and important part of marketing on social media – with the rise of TikTok at the start of the 2020s resulting in more video content being pushed on other platforms – most recognisably the reels feature on Facebook and Instagram – it’s transformed the way businesses market towards their audience and potential customers. 
 
82% of the global internet traffic came from videos in 2022, with an audience reach of 97% worldwide. Videos can help to add context, give more information and introduce audiences to the faces behind the business – in fact, 96% of people use video to learn more about a product or service. 
 
The power of video marketing cannot be underestimated – here’s how you can use video for your business on social media. 
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How To Grow A Twitter Following

Posted on 8th February 2023
 
 
Twitter is a great platform to use if you want to see growth for your business. With it’s fast-paced nature, it is, of all social media, the best place to grow a following in a quick amount of time. 
 
But how do you ensure that the follower you’re gaining are valuable to your business? 
 
Curating your Twitter Business profile to target your specific audience takes more than just creating a profile, adding in your information and posting a few tweets here and there. You need to make sure you’re consistent on Twitter to ensure you’re getting the results you desire from the audience you would most like to target. 
 
Here are some ways how you can grow your Twitter following. 
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Why Every Business Owner Should Be Producing Video Content

Posted on 20th July 2022
 
Whilst most social media seems to be simple text or image posts, many forget the importance of videos. Video’s will capture your audience in just a few seconds, and if your content is interesting enough, the viewer is likely to stick around. With the rise of YouTube, TikTok and most recently Instagram Reels, many businesses now look to post engaging content for new audiences across these platforms. 
 
Videos allow you to create interesting, visually based content that is a lot easier to consume than written paragraphs or swiping across to view paragraphs on attractive infographics. Videos require little to no interaction from the viewer – they simply have to press play, or just stop scrolling due to the auto-play feature. If you take a look at some of the most successful companies on social media, they will often use videos, especially when they’re trying to reach new audiences. As long as you have a good idea about who your audience is, you’re likely to succeed. 
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How To Write Social Media Posts That Sell

Posted on 15th July 2022
 
So, you have your businesses social media set up, and now you need to make an impression. Social Media posts can help you to sell and advertise your products to a larger group of people who may otherwise have never come across your business. 
 
Creating a social media strategy will help you with marketing your business online to the correct audiences that you’ve identified as good for your business, and a big part of that marketing is the content that you’re posting. Your content needs to speak to your audience, and if it doesn’t, you won’t be getting the engagement or potential sales that you desire from your social media. 
 
Here are some tips on how to write social media posts that sell.  
 
Research 
 
You need to research your audience and their interests before you create any content, whether that be the post copy, graphics or video content. What are they currently engaging with? It always helps to look at competitors who have similar audiences to the one you plan to target to see how they are getting engagement from their followers. You can also use this research to capitalize on areas that your competitors may not be the strongest in, and implement them into your posts. 
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Tips For Successful Video Marketing

Posted on 6th July 2022
 
Whilst most social media seems to be simple text or image posts, many forget the importance of videos. Video’s will capture your audience in just a few seconds, and if your content is interesting enough, the viewer is likely to stick around. With the rise of YouTube, TikTok and most recently Instagram Reels, many businesses now look to post engaging content for new audiences across these platforms. 
 
Videos allow you to create interesting, visually based content that is a lot easier to consume than written paragraphs or swiping across to view paragraphs on attractive infographics. Videos require little to no interaction from the viewer – they simply have to press play, or just stop scrolling due to the auto-play feature. If you take a look at some of the most successful companies on social media, they will often use videos, especially when they’re trying to reach new audiences. As long as you have a good idea about who your audience is, you’re likely to succeed. TikTok is the perfect platform to try and reach a bigger audience – if a viewer is already interacting with similar content to yours on their personalised ‘For You’ page, then your video is more likely to appear in their streamlined timeline. This means you gain more exposure, new followers, and the more interaction your video gets, the more likely you are to appear on other people’s pages. 
 
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Why Business Owners Need To Produce Video Content

Posted on 29th June 2022
 
Research has shown that 85% of businesses now use video as a marketing tool, with 92% of marketers agreeing that it is an important part of their marketing strategy. From this data you need to be considering your options going forward. So, here are 5 reasons why you should be publishing video content on your social media platforms. 
 
Grab Their Attention 
 
Generations are changing and having a picture or a piece of long form text as a creative won’t grab their attention anymore on social media. Whereas, video is a fantastic way to hook your audience, as video content holds the viewers’ attention 5x longer than an image or piece of text. 
 
Video allows you to be concise and capture the viewers' interest in the first few seconds. It’s important to make sure that in the first split second of your campaign, you can attract people’s attention and make them stop scrolling through their feed to pay attention to your brand. This lies in your ability to condense information down into easily digestible snippets of content that is long enough to maintain viewers' attention but short enough to leave them wanting more. 
 
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Top Tips For Creating Instagram Reels

Posted on 23rd June 2022
 
 
If you’re looking for a way to build your audience on Instagram, then there’s no better way than using Instagram Reels. 
 
Instagram Reels generate 67% more engagement than standard Instagram video content, therefore it is important that you begin to utilise them as part of your Instagram marketing plan. Creating reels that will become successful will help you appear as a suggested account on Instagram feeds, which could help to bring in new audiences. It can also help you to position yourself as an industry lead within your sector, especially if you’re one of the first to begin using Reels. 
 
Looking to get started? Here are some tips on how to create Instagram Reels. 
 
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