A short guide to social media marketing

Per late 2019 estimates, over 50% of India’s population is already accessing social networks. It is estimated that by 2025, the social media penetration in India will stand at 67%.

As social media usage grows in India, people are more empowered to seek information, find facts and make informed decisions. This has a direct bearing on the way goods and services are sought, purchased and reviewed.

Social media marketing helps in making people aware of your business, creating relationships, and building a community.

In addition, it could also help in finding the right audience, soliciting feedback and on occasions finding leads.

These are all critical underpinnings to building and growing your business.

Types of social networks:


  • Largest social network with 310 million users in India
  • Audiences: Generation X, Y, Z and Baby boomers
  • Suitable industry: B2B & B2C
  • Known for: Brand engagement, awareness, and boosted posts


  • Popular social network with 140 million users in India
  • Audiences: Generation Y, Z (millennials & centennials)
  • Suitable industry: B2C
  • Known for: User-generated content, behind the scenes stories, visual storytelling


  • 17 million users in India
  • Audiences: Refined millennial audiences
  • Suitable industry: B2C & B2B
  • Known for: Brand or image building exercise


  • 62 million users in India
  • Audiences: Millennials, Generation X
  • Suitable industry: B2B
  • Known for: Employment networking


  • 265 million active users in India
  • Audiences: Millennials, Generation X, Z
  • Suitable industry: B2C
  • Known for: Brand awareness, DIY videos, entertainment

Decoding social media strategy:

A sound social media strategy is very important for a business to create a buzz and awareness for their brand. In today’s time when the competition is high, creating a strategy that will work for your business is a priority.

Let’s take a look at a few points to consider when formulating a strategy:

Develop a Buyer Persona

It is very important to understand your target audiences - their challenges, constraints, interests, socio-economic conditions, and buying power. Your product, value proposition, user journey and pricing depend on these factors.

As an example, if you own an organic grocery store, you should target urban, white-collar millennials, who are health-conscious and having the means to afford your products.

By sketching their personas, you’ll then be able to determine the marketing and content plan that can potentially attract these audiences and keep them engaged.

Select a social network that aligns with your target audienc

Once you have the persona sketch ready, it is time to decide which social media channels you would like to promote your business on.

The audiences and their objectives on different social media channels vary. You will need to find a channel whose audience goals align with your business goals.

If you are selling maternity wear, which is e-commerce, you will need to put emphasis on building your business’ Facebook and Instagram profile to begin with. This could be a mix of video, pictures and other media formats.

However, if you wish to also wish to be perceived as a credible authority on all matters maternity and postpartum, then starting a Youtube channel for posting informative, research-backed content on maternal and birth topics should be the approach.

Leveraging different types of content

Depending on your business objectives, target audience and social media channel, you could do a mix of the below content types.

  • Product images and videos
  • Social media stories
  • Using polls, contests, giveaways to gain attention
  • Topical content around trending topics
  • Memes
  • Infographics
  • Surveys and form fill for research purpose
  • Special offers, sale, discount
  • Repost some other brands post which is relevant
  • User-generated content
  • Customer testimonials and reviews
  • Live streaming of events

Organic post scheduling

One of the ways to keep a tight execution of your plans is to make a content posting calendar.

  • This allows you to
  • Plan monthly content
  • Visualize the plan and find gaps
  • Prepare content ahead of time
  • Do a retrospective on what worked and what didn’t

Social media marketing isn’t very difficult, but it isn’t exactly a walk in the park either. If done consistently and optimized from time to time, the results for your brand could be great.