They also embody what consumers seek most from brands on social media: authenticity, which is ranked as the number one thing consumers want to see from brands in The Sprout Social Index™.

In our Q1 2024 Pulse Survey, Sprout reached out to over 2,000 consumers and 300 influencers to get their take on what makes influencer marketing successful, and predict how the landscape will evolve in the future. Participants in the United Kingdom report following brands at a higher rate (51%) than in the United States (42%).

With that said, let’s walk through the current influencer landscape in the UK and what to consider when looking for the best partnerships. And to get you inspired for your next social media marketing campaign, we’ll share our list of some of the top UK influencers.

Understanding the influencer landscape in the UK

The power of influencer marketing extends into fashion and other global industries. For example, the 2023 Global Industry Report: QSR Index shows the UK is a global leader in influencing marketing for quick service restaurant brands.

Sprout’s data aligns with Instagram influencer marketing being one of the most popular avenues globally, especially on Instagram. Our Q1 Pulse Survey 2024 shows participants say they are most likely to engage on Instagram at a higher rate than participants in the US (38% UK vs. 27% US).

There’s no doubt that influencer marketing in the UK is ripe with opportunity, but social practitioners, marketers and influencers must comply with regulatory obligations. Brands working with UK influencers are required to follow Advertising Standards Authority (ASA) Guidelines. The Advertising Standards Authority is the UK’s media advertising regulator. The regulatory body offers a variety of resources including a 20-page guide.

The TLDR version? Influencers, brands and agencies must disclose when social media content is used as advertising through explicit labels such as #Ad. This includes any agreements that include payment or other incentives from a brand.

What to consider when choosing UK fashion influencers

Although we admire the massive awareness of the Rihanna’s and Kim K’s of the fashion space, brands shouldn’t limit themselves to only working with mega influencers. Nano and micro fashion influencer campaigns are just as impactful, especially for targeted campaigns trying to reach a niche audience. Sprout’s survey also confirms this trend as 40% of participants said they prefer to work with nano and micro influencers.

These subcategories of influencers tend to target niche audiences and have a more intimate relationship with their followers, leading to a higher engagement rate. A mega influencer may have millions of followers, but that doesn’t always translate to record sales or success.

That’s why it’s important to keep in mind three factors when choosing UK fashion influencers:

• Audience demographics and relevance to your brand
• Engagement metrics
• Authenticity and alignment with brand values

Let’s briefly review why these considerations matter if you’re looking to maximize your marketing efforts.

Audience demographics and brand relevance

Your target audience is your north star. The fashion influencer you collaborate with should have a connection with your target audience demographic to maximize brand relevance and resonance. The influencers you consider partnering with should also be active on the same channels as your audience.

Strong engagement metrics

High, consistent engagement metrics such as comments, shares and likes indicate a dedicated, active following. Influencers with strong engagement metrics are more likely to have a genuine relationship with their followers.

Authentic brand alignment

Genuine alignment between influencers and brands is especially important in the fashion world. Choosing influencers who’s personal style and values align with your brand values, image and ethos in an authentic way supports credibility and trust with your target audience.

Leading fashion influencers in the UK

Let’s explore 10 of the leading UK fashion influencers:

1. Nyane Lebajoa – @nyane

Instagram: 2.5 million

TikTok: 2 million

YouTube: 427K

Nyane Lebajoa is a beauty and fashion influencer known for her doll-like makeup and #LetsDressMeUp video series. #GetReadyWithMe videos are a staple content type for fashion influencers, but Lebajoa adds a unique twist. In these videos, she tries on different makeup looks and outfits, non-playable character (NPC) style. With mouse clicks, animated expressions and NPC-like talk tracks, she feels like she’s a video game character. Lebajoa is the founder of TEMPER ®, a human hair wig collection, and often models the wigs in her content.

2. Koleen Diaz – @koleendz

Instagram: 721K

TikTok: 691K

YouTube: 1.58 million

Koleen Diaz merges masculine street-style attire with feminine aesthetics. She’s an avid traveler known for her #GRWM videos and vlogs where she documents her looks and stories. On her YouTube, she documents her life living alone in London, along with her journeys across the world.

3. Chioma Nnadi – @chiomannadi

Instagram: 100K

Chioma Nnadi is an established journalist and the future of fashion in the UK. She was appointed as Head of Editorial Content of British Vogue in October 2023. She has worked with British Vogue over the past 14 years and interviewed some of the most influential people in fashion including FKA Twigs, Rihanna and Cara Delevigne.

4.  Agnes Pusztai – @whatgigiwears

Instagram: 395K

TikTok: 36.6K

Agnes Pusztai is known for her high street flair, which incorporates oversize attire, menswear, statement outerwear and 70-inspired pieces. Pusztai inspires the women on the go who don’t want to sacrifice looking stylish for comfort.

5. Madame Joyce – @madamejoyce1

Instagram: 113K

TikTok: 868.5K

YouTube: 161K

Madame Joyce is best known for her podcast, Cocktails and Takeaways, but she’s also a fashion girlie. She has worked with a variety of brands including Spotify, Sony Music, Gymshark, Adidas and Gucci. Joyce’s style is just as vibrant and signature as her voice. You’ll find her rocking furs, custom gowns, opulent fabrics and textile designs.

6. Stephen Omotayo – @somotayo10

Instagram: 153K

TikTok: 1.3 million

YouTube: 223

Stephen Omotayo #OOTD and #aesthetic videos showcase his diverse sense of style. He shows menswear fans how to style everything from business attire to #blockcore basics to Y2K inspired looks. He’s also known for his strategic color placements and unique styling.

7. Izzy Manuel – @izzy_manuel

Instagram: 17.1 K

TikTok: 1.5 K

Izzy Manuel is a sustainable fashion and lifestyle influencer. How does she describe her style? Ethical dopamine dressing, of course. Her distinctive style is funky, textural and drenched in color. Think: pattern mixing, vibrant stockings with chunky heels, and editorial posing. Essentially, Manuel makes sustainability fun and exciting.

8. Lydia Rose – @fashioninflux

Instagram: 2.6 M

TikTok: 470.4K

YouTube: 154K

Fashionista Lydia Rose is one of the UK’s most popular fashion influencers. She’s known for her smart casual sense of style, along with her lookbooks, shopping hauls and beauty tips. Recently, she’s stepped in the momfluencing space, sharing cozy outfits for pregnancy and postpartum.

9. Lydia Tomlinson – @lydiajanetomlinson

Instagram: 1.6 M

TikTok: 210.8K

YouTube: 856K

Lydia Tomlinson is an advocate for choosing style over fashion. She creates educational style content that teaches people how to maximize their wardrobe. She shares tips for making informed purchases based on comfort and longevity. She’s a modern classic aficionado that will show you how to style a trench coat and how to wear a top several ways.

10. Efe Efeturi – @efe.efeturi

Instagram: 388K

TikTok: 131.6K

YouTube: 1.28K

Efe Efeturi proves curating your sense of style is like fine wine–it simply gets better with time. Efeturi is an award-winning fashion influencer and model specializing in style for senior men. Along with his signature sense of style, he is known for his skincare and cologne recommendations.

UK micro-influencers: the hidden gems for targeted campaigns

Our favorite UK micro-influencers have a major impact. Let’s dive in:

1. Nicole Careri – @nicole_careri

Instagram: 39.5K

TikTok: 7,180

YouTube: 2.08K

Nicole Careri is a stylist and founder of DreamofJophiel, a jewelry brand. Her Instagram features sultry, flirty ensembles with edgy silhouettes and dramatic layering. Through editorial photography, she crafts stunning images that play around with architecture, scenery and posing. Her photos strike an impressive balance of feeling both effortless and intentional. Along with promoting her jewelry brand, Careri is a Savage x Fenty ambassador and has worked with several celebrities including rapper Gunna.

2. Zoe Llana Hill – @zoeilanahill

Instagram: 61.2K

TikTok: 64.7K

YouTube: 3.51 K

Zoe Lllana Hill is a self-proclaimed shopaholic. Like many fashion aficionados, she blends affordable to mid-range clothing with luxury accessories such as Prada sunglasses. Anyone can be inspired by her stylish panache, but Hill considers herself a petite fashion influencer since she’s 5’1. She works with a variety of high street brands including White Fox Boutique, Miss Lola, Micas and Zara. Plus she’s an avid traveler so of course she documents her outfits from her trips abroad.

3. Jordan Grant – @jo.rdan

Instagram: 108k

Jordan Grant is one of London’s rising it girls. She’s currently content director of Heat, a luxury mystery box brand. Grant is a regular at fashion shows and events for high end brands like Miu Miu,  Jacquemus and Loewe. She also sports mid-tier brands like Aritzia (she is currently a partner with the brand). Grant’s style is eclectic yet chic as her wardrobe features striking silhouettes, rich textures and intricate patterns.

4. Olivia – @oliviasshoppingdiary

Instagram: 11.9 K

TikTok: 43.8 K

Olivia is known for her detailed moodboards and minimalist, yet posh style. As her @-name suggests, she uses social media to document her fashion adventures. If you want to pursue her “inner fashion monologue,” check out her Substack. She’s an advocate for purchasing pieces designed to last. Her followers look to her before splurging on a designer purchase or simply elevate their wardrobe with quality finds.

5. Liv Blankson – @livblankson

Instagram: 31.2K

TikTok: 590

If you’re ever looking for charming accessories, the perfect swimsuit for vacation or just styling tips for casual everyday looks, Liv Blankson is your girl. She’s great for brands looking to reach very niche audiences since her content often features various interests: cats, natural hair care and F1 racing. In the video below, she styles an outfit inspired by Scuderia Ferrari:

Best of the high-street fashion influencers in the UK

We’ve talked about several influencers who are known for their impact on luxury fashion, but let’s dive into some of the best high street fashion influencers.

1. Eleftherios Vogiatzis – elefv

Instagram: 145K

TikTok: 98.1K

Eleftherios Vogiatzis is the epitome of someone who has impeccable everyday style. His Instagram features casual, yet sophisticated outfits complemented by eye-catching scenery. Head to his TikTok page for vlogs where he shows his shopping runs or showroom visits. He has worked with a variety of high street brands including H&M, Cos and Zara.

2. Joel Mcloughlin – @gallucks

Instagram: 330K

YouTube: 159K

Joel Mcloughlin is a fashion blogger and stylist known for his edgy, vintage wardrobe. Almost all of his looks are all black, but you’ll find him stepping outside of his signature color, too. He’s best known for his vlogs where you’ll find him sharing about his hair transplant journey or fashion weeks.

3. Patricia Niamh O’Dwyer – @patriciaodwyer

Instagram: 15.2K

Three words to describe Patricia Niamh O’Dwyer’s style? Colorful, fun and classic. She showcases her authentic daily style through her #WaysToWear videos where she styles her favorite staple statement pieces. Along with being a fashion influencer, she’s a contributor to Sheer Luxe and the Wedding Edition, two of the UK’s leading digital publications.

4.  Claudia Berresford – @claudia_berresford

Instagram: 29.9K

TikTok: 1.7K

Claudia Berresford is a content creator and fashion blogger that has worked with a variety of high street brands including & Other Stories and Free People. Along with talking about the landscape of fashion on her Substack, she flocks to social media where she takes styling advice to the next level with her seasonal mood board, outfit formulas and layer tutorials.

5. Omer Elsarrag – @omerelsarrag

TikTok: 76.3K

Omer Elsarrag is a men’s fashion influencer known for his styling videos that feature tips for elevating high street attire. His style is clean and classy, incorporating essential basics, premium pieces and affordable accessories. He creates style guides for essential basics like corduroy shirts, polos and Chelsea boots. If you’re looking for ways to style trousers or properly tuck a polo, Elsarrag has you covered.

Top plus size fashion influencers in the UK redefining standard

If you’re a brand that focuses on inclusivity, body positivity or fitness while refining beauty standards, consider these five plus size fashion influencers:

1. Alexia – @curvylexie28

Instagram: 39.5K

TikTok: 7,180

YouTube: 2.08K

As she mentions in her bio, Alexia is a “body confident plus size blogger breaking stereotypes and redefining beauty.” She is currently a Fabletics ambassador and has worked for a variety of high street brands including Boohoo, Savage x Fenty and Shein. Although a lot of her content features her outfits, she also works with her husband, @nubianprincefashionstyle, who is also an influencer.

As a growing micro-influencer, you’ll find her social media filled with outfit inspiration, try-on hauls and fitness journey content. For example, in the Reel below, she shares stretches for people who work from home or want to improve their mobility and posture while wearing several Fabletics sets:

2. Talisha Jade – @talishajade

Instagram: 1,239

TikTok: 51.6K

Talisha Jade is a model and rising micro-influencer with an ensemble for any occasion. Her TikTok page is filled with outfit ideas and lifestyle vlogs featuring brands like She Oath and Bravissimo. Whether it’s for a wedding, a day-to-night look or date night, Talisha has an outfit for it. In the TikTok video below, she shows off a night look for people in their “comfy girl era”:

3. Laura Ferry – @whatlauraloves

Instagram: 255K

TikTok: 13.9K

Laura Ferry is a former contestant on BBC’s I Can See Your Voice and travel blogger, but her content isn’t just about glitz and glam. She uses her social platforms to talk about issues like confidence and mental health. She shares her experience navigating ADHD after being diagnosed at 34.

4. Natasha Lee – @ceoofbbw

Instagram: 41.2K

TikTok: 4,292

YouTube: 29.3K

Natasha Lee is a stylist and confidence coach. Through her vlogs, fashion content and private consultations, she helps her “big baddies” look and feel fabulous. She’s a Fashion Nova Curve ambassador and provides styling tips curated for plus size women. In the Reel below, she shares a trick for adjusting swimsuits she uses while on holiday:

5. Diana Sirokai – @dianasirokai

Instagram: 1.3 million

TikTok: 341.7K

YouTube: 12.5K

Diana Sirokai is a plus size model and Fashion Nova Curve ambassador. Along with her confidence chats on TikTok and YouTube, you’ll find her encouraging others to embrace their beauty through bold, eye-catching ensembles from bright bikinis and body con jumpsuits to chic two-piece sets and flirty miniskirts.

Male fashion influencers in the UK

Let’s cover five of our favorite male fashion influencers in the UK:

1. D’nieccio Mitchell – @dnieccio

Instagram: 201k

TikTok: 280k

D’nieccio Mitchell is known for his nostalgic sense of style. He blends modern style with staples of the 90s and early 2000s streetwear staples. Think American sports jerseys oversized jeans, varsity jackets and a nice pair of sneakers to finish the look. He’s known for his outfit of the day series, “Documenting My Fits.”

2. Artur Kramer – @arturkramer

Instagram: 1.8 million

TikTok: 3.1 million

Arthur Kramer is a high street influencer known for his bold editing and swift transitions. He is a NovaMen and Boohoo ambassador. He also has fun creating looks based on themes and requests from the comment section.

3. Sam Gray – @samgraystyle

 Instagram: 19.4k

TikTok: 268

Sam Gray has a timeless style. He’s known for showing off classic ensembles such as a white t-shirt and Wrangler jean jacket ensemble or a custom tailored suit with cufflinks. He partakes in luxury indulges like hand-crafted loafers, cashmere sweaters and watches.

4.   Gurj Sohanpal – @gurjsohanpal

Instagram: 23.7K

Gurj Sohanpal is a London based blogger and photographer focused on menswear and travel. His suave attire is complemented by stunning, picturesque landscapes. Along with clothing lines, he collaborates with niche fragrances like Penhaligon and luxury watch brands such as Tag Heuer.

5. SM – @dapperclassic

Instagram: 120K

SM is known for his sophisticated, timeless menswear style. He refers to his Instagram as his “daily style diary.” He loves all of the staples of classic menswear attire: tailored suits, structured jeans, knitwear and penny loafers. He’s a Proper Cloth partner and has a collection on their website where customers can view his custom clothing guide.

Make a lasting impression with UK fashion influencers

Our list of UK fashion influencers can inspire your next collaborations and activations, but this is just the beginning. The beauty of fashion influencer marketing is that there are so many partnerships waiting to be created. Remember to focus on finding influencers who align with your brand, embody authenticity and maintain high engagement.

There are so many influencers to choose from, so we recommend using influencer marketing tools to narrow down your search. These tools can help you find the right partnerships, track progress of your influencer campaigns and more.

The post UK fashion influencers redefining style appeared first on Sprout Social.

They’re dynamic, engaging and drive incredible results. In fact, 87% of marketers report a direct increase in sales through video.

It’s no wonder video is becoming a staple in most brands’ marketing strategies. If you’re still not making the most of this medium, you’re missing out big time.

In this article, we’ll share top social media video statistics from reputable sources to update you with the latest video marketing trends and highlight the true value video offers.

Table of contents

• Social media video marketing statistics
• Facebook video statistics
• Instagram video statistics
• X (Twitter) video statistics
• YouTube video statistics
• TikTok video statistics

Social media video marketing statistics

Anyone who’s scrolled through Facebook, Instagram or Twitter recently knows that videos play a major part in your experience with these social media networks.

Video has been a buzzword in marketing for years, and today brands are using it to carve out devoted followings on social media. Did you know users will retain 95% of a message watched on video as opposed to only 10% read in text?

For brands and marketers, choosing to ignore video’s massive role would be a big mistake. If you want to truly connect with your audience where they’re spending time, you have to speak their language—video.

But just throwing any videos out there won’t cut it. That’s why understanding the latest data and trends is so important for an effective video marketing strategy. It’s about knowing what kinds of videos truly stop the scroll, spark engagement and drive results.

1. Nine out of 10 businesses are using video for marketing in 2024.
2. Short-form video delivers the highest ROI compared to other marketing trends, and will secure more investment in 2024 than any other format.
3. Eighty-one percent of consumers want to see more short-form videos from brands in 2024.
4. For US adults, video’s share of the average daily social media time is plateauing.
   
5. Sixty-six percent of viewers will watch the entirety of a video if it’s less than 60 seconds long.
6. Users watched an average of 17 hours of online video content per week in 2023, down from 19 hours a week in 2022.
7. Sixty-nine percent of US consumers prefer watching videos on a smartphone, making it the top device for digital video consumption.
8. Eighty-six percent of consumers spend a quarter or more of their time on social media watching videos
9. Eighty-four percent of people said they visited a website after watching a video ad about the brand’s products or services.
10. Seventy-five percent of video marketers have used AI tools to create or edit marketing videos.
11. Video production is the most common service social media marketers outsource.

What this means for your social media marketing video strategy

Video continues to dominate social media, especially short-form video. Marketers need to double down on snackable videos optimized for mobile. However, since overall video consumption is plateauing, brands need to work harder to create content that stands out. Be consistent, track your performance and experiment to see what resonates with your audience. Also, consider using AI tools and outsourcing video production to speed up content creation time without sacrificing quality.

Facebook video statistics

Over the past few years, Facebook has expanded its suite of video options. Today, the Watch tab allows users to view and engage with focused video content. Stories offer a chance for brands to connect and interact with their audience.

Additionally, Facebook Live allows brands to host live events, give a peak behind the scenes or engage in real time with their audiences. The following statistics highlight opportunities for social media marketers to optimize their Facebook marketing strategy with video.

12. Over 2 billion people stream videos on Facebook each month.
13. Facebook users spend 50% of their time on the app watching videos.
14. Live video currently dominates Facebook, garnering 3x the median interactions compared to carousels, the next most engaging post type.

15. Eighty-six percent of marketers use Facebook for video marketing, making it the second-most popular platform for that purpose.
16. Seventy-one percent of marketers find Facebook to be the most effective video marketing channel, after YouTube.
17. Facebook videos have an average engagement rate of 0.06%, making them the third-most engaging post types on the platform.
18. Mobile-first video ads are 27% more likely to drive brand lift and 23% more likely to drive message association compared to video ads that are not optimized for mobile.
19. Three-hundred million people use Facebook Stories every day.
20. Eighty percent of Facebook Stories that have sound or voice-overs drive better lower funnel results.
21. The vast majority (74%) of Facebook videos are watched without sound.

What this means for your Facebook video marketing strategy

With Live video winning on the platform, marketers should prioritize real-time, interactive sessions with their audiences. When it comes to paid media, creating mobile-first ads can boost Facebook video metrics. Finally, since a big chunk of users are watching Facebook videos without sound, brands should focus heavily on visual storytelling and use captions and text overlays to make their content more accessible.

Instagram video statistics

​​Instagram offers a wealth of video marketing opportunities. With formats like Reels, Stories and posts, marketers have a great deal of choice when it comes to sharing Instagram content.

However, it can also be overwhelming for those less experienced with the medium. The following social media video stats shed light on where brands should focus their efforts on Instagram for maximum impact.

21. Fifty-three percent of consumers prefer Instagram Reels over TikTok and YouTube Shorts for watching short-form videos.
22. More than half of Instagram users watch stories on a daily basis.
23. Fifty percent of Instagram users have visited a website to buy a product/service after seeing it in Stories.
24. Instagram Reels generate twice as much reach on Instagram compared to other post types.

25. More than half of Instagram users like, share or comment on a reel at least once a week.
26. Reels make up over 50% of the content reshared in direct messages (DMs).
27. Fifty-six percent of industry professionals increased their video activities on Instagram in 2023.
28. Influencers find Instagram Reels to be the most engaging types of social media posts, followed by Instagram static posts then Stories.
29. In 2023, Instagram Reels saw a nearly 50% drop in reach for accounts with 50,000 to 45 million followers, while those with under 500 followers experienced a decrease of over 75%.

What this means for your Instagram video marketing strategy

With Stories, Live streams, Reels and in-feed videos, Instagram offers a variety of options for social media marketers to consider. However, with so many available video options, the key is not to pigeonhole your brand into using only one. Provide value by using videos across the network to find your ideal audience regardless of the tab they frequent the most.

X (Twitter) video statistics

If you’ve scrolled through your X (formerly Twitter) feed lately, you know video is integral to the network’s appeal. Whether it’s a glossy brand announcement, a blockbuster movie trailer or a recording of your neighbors’ kid snuggling their cocker spaniel, X users engage with videos more than any other content type. The social media video statistics below offer insights into how brands can jump on the bandwagon and use Twitter for marketing effectively.

30. People watch 2 billion videos on Twitter daily.
31. Posts with a video get 10x more engagement than those without video.
32. Adding a website button to your Twitter video ad can drive a 2x higher clickthrough rate.
33. Ninety-three percent of Twitter videos are watched on mobile devices.
34. Videos with minimal copy versus longer copy have a 13% higher recall and overall view time.
35. Twitter videos that don’t require sound to be understood (with closed captions or text overlays) gain 28% more view time and 1.8 times the return on investment.

What this means for your Twitter video marketing strategy

While not all of your videos should be product-focused, these Twitter video marketing statistics do showcase that users are not opposed to a sales message when it’s delivered through a well-crafted video. Of course, your brand’s specific mix of entertaining, educational and product-centric content will depend largely on your industry’s standards and your audience’s preferences. But, as you define that blend, consider sprinkling in a few videos that highlight your products in a positive way to drive sales, brand awareness and Twitter engagement.

YouTube video statistics

As the second-largest search engine (behind Google), YouTube is more than just a network where you can watch dog videos after work. YouTube allows brands to showcase their unique value propositions in an engaging way.

But because video is the only kind of content supported, it can also be a bit resource-intensive for many marketing teams. These next few statistics lay out some insights to help brands optimize their YouTube marketing efforts.

36. More than 500 hours of video are uploaded to YouTube every minute.
37. Users are twice as likely to buy something if they saw it in a YouTube video.
38. Seventy-five percent of users report that YouTube makes them more aware of new brands.
39. Viewers rate YouTube as the #1 platform for delivering personalized video content.
40. Seventy perecnt of users say they made a purchase after seeing the brand on YouTube.
41. Social media users are 4x more likely to use YouTube to research a brand, service or product than other platforms.
42. Globally, YouTube Shorts see an average of 70 billion views each day.
    
43. Forty-seven percent of social media users follow brands on YouTube.
44. 88% of marketers plan to increase or maintain their investment in YouTube in 2024.

What this means for your YouTube video marketing strategy

YouTube is where consumers are going to learn more about your brand—what you stand for, what you do and how you do it. And those users are clamoring for more video content from the brands they follow. This presents a major opportunity for businesses that aren’t already active to jump in. Or for those who have only dipped their fingers to consistently execute and promote their YouTube video ideas.

TikTok video statistics

TikTok is a relatively younger platform compared to giants like Facebook and YouTube. But its short-form, vertical, sound-on format has thrown brands into a new era of viral video marketing.

However, with trends evolving at breakneck speed, marketers need to have a data-driven pulse on what performs on TikTok and how their audience is using the platform. The social media video stats below will help you keep your TikTok marketing competitive.

45. Half of TikTok users bought something after watching TikTok LIVE.
46. Seventy-four percent of Gen Z users would seek more information about a product after seeing a Dynamic Showcase Ad on TikTok.
47. The number of TikTok shoppers in the US increased by 72.3%, totaling 23.7 million.
48. US adult users will spend a total of 4.8 billion minutes daily watching TikTok videos in 2024.

49. Over 71% of TikTok users made a purchase after seeing the product/service in their feed.
50. Based on video views, TikTok’s average engagement rate stands at 4.07%, which indicates a YoY drop of 20%.
51. Shorter is not always better. TikTok videos that generated the highest number of views in 2023 were over 54 seconds long.

What this means for your TikTok video marketing strategy

TikTok is not just for dance challenges and crazy viral videos. It’s increasingly becoming Gen Z’s go-to platform for product research, shopping and more. Brands targeting younger audiences, should prioritize TikTok for product promotion—leverage formats like LIVE and dynamic ads, and create engaging content that highlights your products/services without being salesy.

Using social media video in your marketing

Looking at the social media video statistics above, one thing is clear. Consumers are asking brands for more video presence, and you must give it to them. With so many choices for how to present your brand via video available, you’re sure to find a good fit for you and your audience.

An important first step is to develop clear goals for your social media video strategy so that you have benchmarks to measure against as you track your progress.

If you’re looking for a starting point, download our social media video metrics and ideas cheat sheet. In it, you’ll find recommended indicators to track along each stage of the marketing funnel, content ideas and relevant examples from brands that are winning with social video.

The post 50+ Social Media Video Marketing Statistics for 2024 appeared first on Sprout Social.

Understanding what influencer marketing is, and how to apply it successfully today, demands niching down. If you’re a UK company, particularly if you’re a brand selling health-conscious or fitness products, you should consider working with local UK fitness influencers.

Read on to learn more about how to find and vet UK fitness influencers in 2024, alongside examples of 27 of today’s biggest creators.

Understanding the UK fitness influencer landscape

To better understand the landscape of today’s UK fitness influencers, we need to apply three key approaches: identifying them, analyzing their performance and evaluating their credibility.

Identifying key fitness influencers in the UK using Tagger

There’s no shortage of UK fitness influencers on social media. Due to the sheer number of active influencers today, you’ll likely need to use influencer marketing management tools like Tagger to measure your campaigns and find the right individuals for your brand’s identity.

Within Tagger, you can access an extensive database of influencers to find the right person for your company. You can achieve this using thousands of search filter combinations, including filtering influencers by their follower count, or the total sum of shares their profile has achieved.

Evaluating the authenticity and credibility of fitness influencers

You’ll need to evaluate the credibility of any fitness influencers you’re considering working with. This involves making sure their engagement is legitimate, and that they follow compliance guidelines like those of the ASA (Advertising Standards Authority). The ASA is the UK’s independent advertising regulator across all forms of media, including social media marketing.

By using Tagger, you can ensure you’re always working with authentic influencers who align with your particular brand. If they pass your evaluations, you’re well on your way to mastering a successful influencer marketing strategy.

Analyzing audience demographics and engagement

Once you’ve started a campaign with a UK fitness influencer, you can continue to use Tagger to analyze individual influencer metrics, like post count or total sum of likes, as well as overarching trends and the performance of your influencer campaigns.

What to consider when choosing UK fitness influencers?

There are several factors you should consider when choosing between influencers, particularly the following:

Audience demographics and relevance to your brand

When analyzing audience demographics, you should make sure that an influencer has the same target audience as your company. This ensures they’re already engaging with your target customers, and means their content is likely more relevant to the needs of your business.

Engagement metrics: quality over quantity

It’s tempting to simply contact the UK fitness influencers with the highest engagement figures, but this isn’t always wise. For example, you may prefer an influencer who gets a lot of shares over someone who attracts a lot of reactions, depending on if you’re prioritizing reach or impressions in your campaign. Or, an influencer could have a high comment count that looks impressive but is mostly generated by bots. Always make sure you’re considering an influencer’s engagement quality, for example by selecting a few of their posts at random, and checking whether any comments are from legitimate accounts.

Authenticity and alignment with your brand values

Before you work with them, you need to make sure everything an influencer posts, even posts you’re not affiliated with, also aligns with your brand’s values. This mitigates risks for your company, as any issues that occur with an influencer’s career could negatively impact your reputation.

This authenticity, in terms of how professional and reliable an influencer is, can end up being just as important as other metrics to track influencer marketing success, like conversions and impressions.

Ensuring compliance with ASA guidelines

As the number of people becoming full-time influencers has increased, so too have guidelines and laws designed to regulate them. You need to ensure any of the fitness influencers you work with follow all current guidelines, particularly regarding advertising. A reliable set of guidelines are those published by the ASA.

Leading fitness influencers in the UK

Based on the factors above, here are some of the top fitness influencers in the UK today. We’ve used Tagger to filter influencers based on both YouTube and Instagram followings.

1. Joe Wicks (@thebodycoach)– 4.7 million Instagram followers, 2.81 million YouTube subscribers

With an Instagram following of a whopping 4.7 million followers and close to 3 million YouTube subscribers, Joe Wicks is one of the most noteworthy UK fitness influencers today. His popularity skyrocketed during the COVID-19 pandemic, and he remains one of the most influential people in the UK fitness world. Wicks posts weekly workout videos on his YouTube channel, as well as healthy recipes and inspirational content on his Instagram.

2. Tom Daly (@tomdaley) – 3.2 million Instagram followers, 1.18 million YouTube subscribers

Tom Daley is an Olympic gold medalist who has amassed a colossal social media following, becoming one of the biggest male UK fitness influencer examples in terms of reach. Tom posts regular vlogs on his YouTube channel, as well as occasional workout videos. He then also posts frequent diving and workout reels on his Instagram.

3. Ryan Terry (@ryanjterry) – 2.5million Instagram followers, 191k YouTube subscribers

Ryan Terry is the 2023 Mr Olympia champion and a three-time winner of the Arnold Classic. He posts motivational reels on Instagram and lengthier workout videos on his YouTube channel.

4. Gemma Atkinson (@glouiseatkinson) – 1.9 million Instagram followers

Former soap star and UK celebrity Gemma Atkinson has become one of the leading female UK fitness influencers in terms of followers. She combines motivational Instagram posts with her podcast, The Overshare, to provide advice on how to keep fit while being a mother.

5. Kim French (@kimfrench87) – 1.6 million Instagram followers

Kim French launched the Believe by Kim French fitness app and has one of the largest Instagram followings of today’s UK fitness influencers. She posts multi-reels for workouts designed for specific body parts, as well as exercise advice.

6. Matt Morsia (@mattdoesfitness) – 1 million Instagram followers, 2.26 million YouTube subscribers

Matt Morsia stars in the UK’s rebooted Gladiators TV show and has a substantial following on both Instagram and YouTube. He creates popular motivational Instagram posts, but his larger reach is on YouTube where he regularly creates training videos, alongside unconventional content like a house-building vlog.

7. Gabby Dawn Allen (@gabbydawnallen) – 1 million Instagram followers

Former Love Island star Gabby Dawn Allen is one of the UK’s biggest Instagram fitness trainers. She hosts the What the Health show and posts lifestyle content alongside workout reels.

Female fitness influencers in the UK

Below are some of the biggest female UK fitness influencers working at the moment. To do this, we analyzed cross-platform correlations across Instagram and YouTube, and chose influencers who are all creating content in unique ways.

1. Meggan Grubb (@meggangrubb) – 1.3 million Instagram followers, 536k YouTube subscribers

Meggan is one of the biggest UK fitness influencers on Instagram and has a growing presence on YouTube. She founded both the clothing brand Move with Blue and the Beyond app for women’s fitness, and regularly posts exercises, meal plans and parental advice.

2. Natacha Oceane (@natacha.oceane) – 1 million Instagram followers, 1.7 million YouTube subscribers

Natacha is a biophysicist who curates training programs approved by the Team GB Olympic Team. She posts exercise tips on her Instagram, and workout routines on her YouTube channel.

3. Courtney Black (@courtneydblack) – 838k Instagram followers, 61k YouTube subscribers

Courtney is one of the fastest-growing UK fitness influencers with a huge Instagram following. She hosts live workouts through the Courtney Black app, and also posts workouts and dieting advice on her Instagram and YouTube channel.

4. Chessie King (@chessieking) – 705k Instagram followers

Chessie is an experienced social media influencer, who’s worked with some of the biggest names in fitness, including Nike and Adidas, and creates short motivational workouts and lifestyle reels.

5. Lucy Davis (@lucydavis_fit) – 671k Instagram followers, 254k YouTube subscribers

Lucy styles herself as the “no BS fitness girl” and posts regular workouts and exercise reels on her Instagram. On her YouTube channel, she posts vlogs about her fitness achievements as well as hybrid fitness challenges.

Male fitness influencers in the UK

The following represent a few of the notable male UK fitness influencer examples on social media today, which we found using the same strategy as in the above section.

1. Simon Chu (@striking.coach) – 1.2 million Instagram followers

Simon is a Muay Thai coach with a gym based in Leeds. He posts sparring videos on his Instagram and has several online tutorials hosted on his website.

2. Michael Griffiths (@mac_griffiths) – 1 million Instagram followers

Michael is a former Love Island contestant with a notable Instagram following. He works as a transformation coach, and posts workout routines alongside collaborations with fellow Love Island alumni, boxer Tommy Fury.

3. McKenna Crisp (@mckennawcrisp) – 696k Instagram followers

McKenna is a Gymshark athlete and frequently shares updates of his workout journey on Instagram.

4. Alex Beattie (@alex.beattie) – 627k Instagram followers

Another former Love Island contestant, Alex now promotes muscle strength and weight loss training routines through his workout reels and motivational posts.

5. Wayne Bridge (@waynebridge03) – 276k Instagram followers

Wayne is a former Premier League footballer. He now uses his Instagram to promote how he keeps fit in retirement. Wayne is an older fitness influencer, which is far less common across the industry. If you were looking to market your products to an older audience, you could use Tagger to filter influencers by age, and find more influencers with an audience similar to Wayne’s.

YouTube fitness influencers in the UK

Influencers tend to use YouTube to post longer content. This is worth remembering if you’re looking to start any influencer campaigns, as the different types of content available on each platform, and the demographics of their user bases, will impact your overall reach.

These five YouTube influencers create fitness videos, as well as more experimental viral videos, and were chosen using Tagger’s filters for UK fitness influencers with high YouTube subscriber counts.

1. Eddie Hall (@eddiehallwsm) – 2.87 million YouTube subscribers

Former World’s Strongest Man Eddie Hall has one of the most successful YouTube channels of any current UK fitness influencer. He creates sparring videos with other famous sportspeople, workouts, eating challenges and viral content.

2. Lucy Wyndham-Read (@lucywyndhamread) – 2.38 million YouTube subscribers

Lucy’s home workout fitness channel has over 1,000 workout videos, with some of her most popular videos regularly amassing millions of views. She’s also published several workout and diet plans on her website.

3. Joe Fazer (@JoeFazer) – 1.53 million YouTube subscribers

Joe has grown to become one of the biggest male UK fitness influencer figures on YouTube. His videos regularly reach millions of views and involve fitness challenges, vlogs, and body transformation advice.

4. Gabriel Sey (@GabrielSeyOfficial) – 410k YouTube subscribers

Gabriel Sey has published over 700 videos on YouTube since starting his channel over a decade ago. Several of his fitness tips videos have exceeded a million views, and he also posts vlogs about his fitness journey, alongside diet advice.

5. Lottie Murphy (@LottieMurphy) – 398k YouTube subscribers

Lottie Murphy creates approachable pilates and flexibility videos on her popular YouTube channel and hosts more in-depth routines on her website.

Instagram fitness influencers in the UK

Fitness is well-suited to Instagram thanks to its focus on photo and video content. These five UK Instagram influencers all have huge followings and evidence the growing popularity of fitness influencers on the platform.

1. Lucy Mecklenburgh (@lucymeck1) – 1.7 million Instagram followers

Lucy Mecklenburgh is a former UK reality TV star, having appeared in The Only Way is Essex as well as several other shows. Alongside lifestyle content, she uses her Instagram to promote dietary advice and fitness tips, and launched the Results Wellness Lifestyle app to support women looking to lose weight.

2. Danielle Peazer (@DaniellePeazer) – 1 million Instagram followers

Danielle is a wellness influencer who specializes in dance workouts. She creates dance workout and exercise reels on Instagram and YouTube, whilst also posting lifestyle advice.

3. James Stirling (@london_fitness_guy) – 983k Instagram followers

James posts home workout content that uses minimal equipment, which has helped him nurture a huge Instagram follower count. He also offers more intensive workouts through his fitness app, PWER.

4. Claressa Shields (@claressashields) – 824k Instagram followers

Claressa is an undisputed boxing champion and former Olympic athlete. On her Instagram, she posts motivational content, sparring sessions, and pre-fight exercise routines.

5. Talia and Giulia Harte (@thehartesisters) – 810k Instagram followers

The Harte sisters are former Team GB skiers who now manage their own UK fitness influencer careers. They publish workout reels on Instagram, often with both beginner and advanced options or variations for home and gym workouts.

How to start marketing with UK fitness influencers

You should now have a greater understanding of how to find UK fitness influencers in your niche, as well as some of the biggest names promoting fitness content. If you’re planning to start utilizing influencer marketing in your business, you’ll need the right tools for the job. Learn about some of the best influencer marketing tools available in 2024 to find the right UK-based influencer to power your next campaign.

The post Powerful UK fitness influencers for your next campaign appeared first on Sprout Social.

Local influencers also share the same experiences and dialects as your audience and understand local customs, values and trends, so their endorsements are more relatable and trustworthy.

In this article, we’ll share more about how TikTok is growing in the UK, how to identify the right influencers for your campaigns and provide suggestions on real UK TikTok influencers you could work with on your next campaign.

The impact of TikTok on the UK

TikTok has grown massively over the past few years in the UK—particularly among young people. According to a 2023 report from Ofcom, the UK’s communication watchdog, more than half (53%) of youth aged three to 17 use TikTok. It’s also the most popular news source for 12 to 15-year-olds and becoming increasingly popular with older generations.

The same Ofcom report found that TikTok is a favored news source for UK adults, increasing from 1% in 2020 to 10% in 2023. However, TikTok consumers are generally more interested in lighter topics such as celebrities and music. Other choices include entertaining or funny stories, sports, fashion and beauty.

In terms of purchases on UK TikTok, personal care products reign supreme, making up two-thirds (61.3%) of consumer goods sales made via TikTok Shop in the UK. Most of these purchasers are Gen Z, likely to identify as female and spend around 41% of their total beauty spend on the platform.

So, how do you turn these insights into strategies for influencer marketing success? If you’re a brand looking to reach Gen Z or Gen Alpha consumers, you’ll likely be a hit on UK TikTok. But don’t count the app out if your brand is outside of this target market, as the app is growing rapidly in popularity among other audiences, too.

How to identify the right TikTok influencer in the UK

You want to find a UK influencer for your next campaign, but you’re not sure where to start? Here are a few tips to help you discover the right creator.

1. Review trending UK TikTok hashtags

Trending hashtags highlight topics that resonate with UK audiences, giving you insight into which influencers are leading conversations that matter locally. Just search “UK TikTok” on TikTok, set the Sort by filter to Date posted and set the Date posted filter to Last 3 months to pare down the results to the most recent trending videos.

2. Use keywords to find UK topics

Whether it’s slang, cultural references or iconic locations, targeting UK-centric keywords will narrow your search to influencers who understand and engage with UK audiences. For example, this video from creator @angelinina.pj uses specific London neighborhood hashtags to indicate location.

3. Conduct competitor research

Identify influencers your competitors are collaborating with and examine the engagement and response to their content. Competitor research will show you which influencers are popular in the UK market and resonate with your target audience.

4. Use an influencer marketing tool

Streamline your influencer campaign management with influencer marketing tools like Tagger by Sprout Social.

Use this platform to:

• Find the right influencers. Filter influencers based on location, audience demographics, engagement rates and content style to discover the best UK TikTok influencers for your campaigns.
• Build your strategy. Analyze industry trends, social content, posts and profile data to quickly evaluate an influencer’s reach and engagement.
• Reach out to key influencers. Communicate with potential influencers about partnership opportunities from within Tagger, and keep all conversations in one place rather than digging through dozens of outreach emails.
• Run and measure campaigns. Collaborate with influencers and track campaign performance, all in one place.

Macro TikTok influencers in the UK

If you’re a larger brand looking to reach a broad audience, macro-influencers are a great fit. While they’re the most expensive to work with, their large audience size will give you maximum exposure to your target audience to supercharge growth. From fashion to beauty to comedy, here are a few of the UK’s most prominent TikTok macro-influencers.

Ayamé Ponder

With over 3.2 million TikTok followers, Ayamé Ponder (@ayame) is a creator on the rise. Known for her hilarious reaction duet videos, travel vlogs and skits, she’s quickly becoming one of the UK TikTok’s most popular comedy creators. She’s also partnered with a diverse range of brands, from fashion company New Look to the Deliveroo food delivery app.

Damien Broderick

Damien Broderick (@damienbroderick) is a London-based TikTok fashion creator with 1.2 million followers. He’s known for his ‘lets get dressed’ style content, where he offers details on his dapper outfits with a deadpan tone. He also starts every video with his signature “click click clap” hand gesture. He’s worked with brands like Thomas Sabo and Just Eat.

Paul Lee Hiley

Paul Lee Hiley (@paulleehiley) is a Manchester-based hairdresser with 1.6 million TikTok followers. Paul’s known for hair styling videos, product reviews and a hilarious alter ego, Becki-Jo, a caricature of a Manchester woman. They’ve worked with brands like Skin + Me and El Dulce London.

Sabrina Bahsoon

Sabrina Bahsoon (@sabrinabahsoon) is a London-based content creator who went viral for her “Tube Girl” videos, where she confidently lip-syncs and dances to songs on the London Underground. She now has an audience of 794,500 TikTok followers and has worked with brands like MAC and Hugo Boss.

Ella Thomas

Ella Thomas (@3llathomas) is a London-based model and creator with 737,000 TikTok followers. She gained popularity after appearing on the reality TV show “Love Island UK.” She primarily posts Get Ready With Me (GRWM) makeup tutorials, vlogs and fashion styling videos. She’s worked with brands like Kylie Cosmetics and Gymshark.

UK TikTok micro-influencers for niche campaigns

If you’re a brand with a tight budget or looking to reach a very specific niche audience, consider partnering with a micro-influencer. With under 25,000 followers, these creators are more affordable and often have more engaged audiences than their macro-influencer counterparts.

Here are a few UK TikTok micro-influencers to have on your radar.

Niki

Niki (@nikibnatural) is a London-based natural hair and beauty influencer and content creator with 24,300 TikTok followers. Her content consists of hair styling videos, tutorials, and product reviews. She’s partnered with brands like Wild, a sustainable personal care brand, and You Go Natural, a hair accessories brand for textured hair.

Jana May

Jana May (@janamayinteriors) is a London-based interior designer, decorator and content creator. She posts many before-and-after design videos, design tips and interior inspiration content. With 19,900 TikTok followers, she’s partnered with brands like Nude, an app for first-time home buyers, and Learndirect, an online education company offering interior design courses.

Toby and Luna

Toby and Luna (@tobyandluna) are a pair of tabby cats from Exeter. Yes, cats. With 18,400 TikTok followers, their TikTok account consists mostly of pet trend videos documenting their playful antics. They frequently partner with pet brands like Webbox.

Sam

Sam (@samsliftlife) is a Liverpool-based fitness coach and TikTok creator. On TikTok, he documents his running journey, offers insights into his diet and workout routine and shares health and fitness tips with his 18,200 followers.

Amber Nicole

Amber Nicole (@justanotheramba) is a plus-size fashion and beauty creator from Essex. With 9,210 followers, she primarily posts product reviews, hauls and outfit of the day (OOTD) videos. She also shares some snippets of her life as a first-time mom and frequently reviews products from Made By Mitchell and Lottie London.

TikTok fashion influencers in the UK

The fashion world isn’t always known for its diversity. But on TikTok, you will find all types of creators with a variety of niches, from modest fashion to high-concept menswear. With follower counts in the tens of thousands up to a million-plus, here are a few UK TikTok fashion influencers to follow.

Aly Meghani

Aly Meghani (@yungalyy) is a London-based fashion content creator. With 1.1 million TikTok followers, he posts GRWM videos showcasing small independent brands and outfit recreations from celebrities, anime characters and rappers. As an influencer, he’s partnered with brands like ASOS and Timberland.

Aminah

Aminah (@amxnahali) is a London-based fashion and lifestyle creator with 60,500 TikTok followers. As a hijabi woman, she posts many GRWM videos featuring modest fashion, product reviews and travel content. As an influencer, she’s partnered with Reebok and Adidas.

The Wade Twins

William and Henry Wade (@thewadetwins) are twin brothers based in London. With 749,100 TikTok followers, they post a lot of POV videos, OOTDs, GRWMs and ‘who wore it best?’ content. They’ve partnered with companies like protein bar brand Barebells, online streaming service Paramount+ and clothing brand Next.

Becky

Becky (@bexx0308) is a London-based fashion creator. With 133,100 TikTok followers, she primarily posts OOTD videos featuring streetwear, tomboy and unisex clothing. She also frequently posts coordinated outfits with her girlfriend.

Reb Stephenson

Reb Stephenson (@rebstephenson) is a model, actress and fashion content creator with 76,100 TikTok followers. She’s known for her relatable trending voiceover videos, try-on hauls and OOTD videos. She’s done influencer partnerships with fashion brand Lasula and dating app Hily.

TikTok food influencers in the UK

For UK food and beverage brands, partnering with a UK TikTok food influencer is a no-brainer. From ‘hands and pans’ style recipe content to food reviews, here are a few TikTok food creators to consider for your next campaign.

Steve Devereux

Steve Devereux of Newcastle is the brain behind @foodmadesimple, a popular TikTok account that showcases easy and affordable recipes that anybody can replicate. With 1.2 million TikTok followers, he’s partnered with brands like Tilda Rice and Whitby Seafoods.

Oliver Paterson

Oliver Paterson (@elburritomonster) is a Manchester-based food content creator. He’s known for making over-the-top, high-protein dishes and inventive takes on the classic burrito—hence the handle. With 824,200 TikTok followers, he’s partnered with brands like Myprotein and Nando’s.

Yasmine

Yasmine (@thechefmine) is a London-based food creator. With 345,400 TikTok followers, she’s known for her approachable yet indulgent and aesthetically pleasing recipe videos, kitchen hacks and Ramadan series, where she shared halal recipes for every day of the holy month. As an influencer, she’s partnered with Notion and has created several videos highlighting how she uses the app to organize her recipes.

Coco’s Recipes

Coco’s Recipes (@halfacoco) is a London-based recipe videographer and photographer. They’re known for their aesthetically pleasing overhead shot recipe videos featuring colorful ingredients. With 93,400 TikTok followers, they’ve partnered with brands like Rheal Superfoods and Waterdrop Filters.

Glasgow Gannets

Glasgow Gannets (@glasgowgannets) is a Glasgow-based food TikTok account run by two flatmates, Kat and Haley. With 36,900 TikTok followers, they post a lot of restaurant reviews, hauls, taste tests and recipe videos. As influencers, they’ve partnered with Tim Horton’s UK, food review app Rate-It-Now and many local Glasgow restaurants.

Streamline your TikTok influencer marketing strategy

As TikTok grows in popularity in the UK, so does your opportunity as a brand to reach your target market on the app. And it doesn’t matter what niche or demographic you’re trying to reach—there’s likely a UK TikTok influencer out there that would be a perfect fit.

Of course, managing an entire influencer marketing campaign is easier said than done. That’s why our all-in-one influencer marketing tools make it easy for brands to find authentic creators, manage a campaign from end-to-end, and measure your success. To learn more, schedule a demo or try it out for free.

The post Find UK TikTok Influencers for your brand appeared first on Sprout Social.

And the campaign doesn’t end when your team hits “publish.” Tracking, monitoring, listening and analyzing campaign results is crucial to refining your social media marketing strategy and proving the far-reaching impacts your team has on company goals.

In this guide, we’re sharing the essential steps to running a social media campaign plan, four (and a few bonus) of our favorite recent campaigns and 20 tips for building your own unforgettable campaign.

Skip ahead with these links:

1. 1. 1. What is a social media campaign?
         
      2. How to plan the best social media campaigns
      3. How to run a successful social media campaign
      4. 4 creative social media campaign examples to inspire you in 2024
      5. How to create KPIs and benchmarks for a social media campaign
      6. 20 factors the most successful social media campaigns have in common

Before you dive in, download our social media campaign brief template to start your campaign efforts strong.

Download the template

What is a social media campaign?

A social media campaign is a coordinated set of marketing actions across one or many social channels. The tactics share a common purpose and are designed to reach your company’s goals.

They’re usually part of an omnichannel strategy. Components of a social media campaign include:

• Organic posts
• Paid promotions
• Contests and giveaways
• Branded hashtags
• User-generated content
• Creator and influencer partnerships
• Accurate reporting

How to plan the best social media campaigns

Before you can get creative with your campaign, you need to do your research. And this starts by putting an ear to the digital ground and listening—to both your audience and competitors alike.

To design the strongest campaigns possible, start by listening to what your audience is saying on social. Using an AI-powered social listening tool like Sprout to analyze conversations across all social networks enables you to do three crucial things to build your campaign:

1. Understand your target audience

When you don’t begin by listening to your audiences and build campaigns around what they actually care about, you might end up pushing out content that just isn’t quite right.

Social listening enables you to analyze your target audiences’ conversations about your brand, product, competitors and existing campaigns. And that makes it possible to extract the topics that matter to your target audience and develop campaigns and messaging that resonate.

2. Do a competitive analysis to set yourself apart

A competitive analysis can also help you understand where you fall among your competitors—where they fall short and where you outpace them. Knowing your competitive position can help you set goals for your campaign. For example, using social listening during a competitive analysis can help you understand metrics like share of voice. You can understand how you stand out from the competition and how you need to tailor your campaign to improve your SOV.

3. Analyze campaign performance

AI-powered social listening tools enable you to go beyond measuring performance metrics to actually understand how audiences feel about your campaigns.

Understanding how past campaigns were received is helpful when crafting new ones. But it can also be helpful in the moment if you need to adjust a campaign that isn’t getting the right reception.

How to run a successful social media campaign

To run your high impact social media campaign from start to finish, use this three-step process.

1. Brainstorm social campaign themes

Generate social media campaign ideas by asking your team (and teams outside of social) these questions:

• What are your target audience’s challenges?
• How does your brand help overcome them?
• What do we want to accomplish with a social media campaign?

During the ideation stage of your social media campaign, it’s imperative to consult with teams from other business functions to ensure you have a complete understanding of your customers, your products and your competitive landscape. The insights you glean from other teams can inform and bolster a campaign to make it even more audience-driven. In fact, The 2023 Sprout Social Index™ revealed that 65% of marketers agree other departments inform their social efforts.

2. Build out your creative and content

Once you ground yourself in the “why” behind your campaign, it’s time to build out the content. Here are some sources of creative inspiration that will help make your next social campaign truly memorable.

Partner with influencers and creators

Influencers and creators are already masters of creating content that resonates. They’ve built their followings based on engaging content they share on social. With their expertise, they can produce unique content for your brand that strikes a chord with their community.

Most importantly, influencers bring a key element to your campaign: authenticity. Which, according to the 2023 Index, is the number one thing consumers don’t see enough of from brands on social.

Align with the customer journey

Not every piece of content you produce needs to align with all members of your target audience across the sales funnel. Instead, shift your focus to create content specific to where your campaign audience is in their buying journey.

For example, in the awareness stage, your goal is to increase the number of people who know about your brand, services and offerings. The content you produce within this stage needs to be eye-catching, but doesn’t necessarily have to speak directly to what your brand has to offer. The focus here is to grab your audience’s attention. “Edutainment” content—social posts that entertain and educate—is perfect for this journey stage. Think infographics and how-to videos.

Share user-generated content 

About 41% of consumers want to see customers and followers on brands’ social content, according to The 2024 Content Benchmarks Report.

By reposting user-generated content (UGC), you fulfill your audience’s expectations while saving your team time and creative resources. And your brand advocates are delighted to be featured by your brand and have a chance to grow their following. So, tapping into UGC is a win-win-win.

Post content formats your audience wants to engage with

Short-form video has been king for a while, and that remains true. The 2024 Content Benchmarks Report found that short-form video was the content format consumers want brands to focus on, followed by static images and influencer content.

But remember that your audience’s preferences might differ slightly from the general population, so it’s important to factor in your most successful content types and themes using your organization’s own benchmark or historical data.

Size up the competition

If you’re running out of content ideas to fuel your social campaigns, turn to your competitors for inspiration. Your brand and your competitors may be targeting similar ideal customer personas, so zero-in on where their social efforts are winning share of voice. What are they doing that works? Where are they missing the mark?

Be careful not to mimic your competitors’ content, but instead use their social strategies as a catalyst for your creative ideas.

3. Choose your metrics and measure success

Choosing the right social media metrics to track and analyze is vital to properly gauge the success of your social media campaigns, and how well your campaign translates to reaching business goals. With the tremendous amount of social data now available, be sure to choose metrics that align with your objectives. For a complete deep-dive, check out this video that walks you through the 17 most important social media metrics.

When it comes to tracking campaigns, engagement metrics—such as the number of unique people who have clicked, liked, commented on or shared your posts—typically provide the most compelling data to determine your campaign’s overall effectiveness.

Once you determine the metrics that matter most to your campaign, start measuring your success and reporting on your social media analytics. Measuring performance throughout your campaign enables you to make adjustments to your social media strategy and content using real-time audience insights.

4. Use technology to manage your campaign from start to finish

To keep your campaign organized—from ideation to content creation to making sense of your metrics—use a social media management platform like Sprout. With Sprout’s Campaign Planner features, create everything you need to run a successful campaign in one place, including briefs, creative assets and analytics reports.

Start your free Sprout trial

4 creative social media campaign examples to inspire you in 2024

Some of the best social media campaigns have joined the ranks of the greatest creative efforts in advertising history.

To help you get inspired, here are some attention-grabbing creative social media campaign examples to get your creative gears turning.

1. LEGO’s Botanicals Challenge

LEGO never fails to create fun content. And recently, they leaned into their slogan “adults welcome” with a social campaign built to bring attention to new additions in their Botanicals Collection—a range of flower-building sets.

LEGO chose the perfect time to promote these new flowery sets—in the lead-up to Valentine’s Day. Their social campaign consisted of a few pieces (no pun intended). On TikTok, they featured a weekly LEGO Botanicals Challenge where florist creators were challenged to make creative displays using Botanicals sets.

On Instagram, they posted beautiful Valentine’s-themed displays and LEGO Botanicals being built by a former contestant on The Bachelor.

And their campaign was taken offline with “Le Florist”—a LEGO store that was transformed into a florist shop populated with LEGO flowers and bouquets.

The takeaway: We don’t all have hire-a-former-Bachelor-star budgets. But the takeaway from LEGO’s campaign is less about the flashiness and more about the creativity. Their team gave LEGO Botanicals practical, fun applications that were all about connections, celebration and the Valentine’s Day holiday.

Think about how you can involve customers and creators in a fun way, like the Botanicals Challenge—and how you can connect your campaign to people on an emotional level.

2. McDonald’s “W” flip and Grimace’s social media takeover

We just couldn’t choose between these two campaigns. Most recently, you may have noticed that McDonald’s has been flipping the classic golden arches into a less-classic golden “W.”

McDonald’s has been temporarily calling itself “WcDonald’s” in honor of how the massive chain is often portrayed in many manga, TV show, graphic novels and video games. On the digital front, they’ve changed their social channels to reflect this new approach.

And their social content is filled with manga-inspired art and WcDonald’s shorts inspired by the medium.

It’s no question that McDonald’s knows how to have fun on social. And that was also apparent when their character took over posting on their social accounts to promote the Grimace Shake, giving the character a unique voice.

The Takeaway: The WcDonald’s campaign shows that McDonald’s is tapped into how their brand is referenced in media and culture. This is where social listening can help you do the same—use it to understand how people are referencing your brand and if there are any trends you can join in on.

And the Grimace takeover is a great example of how your brand can have some fun on social. Do you have any characters you can hand the mic to? And if not, what creator or even employee takeovers make sense to lean into?

3. #ShotOniPhone and #YourShotPhotographer

These two campaigns aren’t new, but they’re impactful and have staying power.

You’ve no doubt seen Apple’s #ShotOniPhone before—you may have even used it: to date, there are 29.6 million posts using the hashtag on Instagram alone.

And that content and hashtag have been repurposed into countless billboards, commercials and ads for the brand, taking social offline.

Similarly, #YourShotPhotographer by National Geographic is a hashtag that unites Nat Geo’s photo community. They’ve also turned to Instagram to create a space for their Nat Geo Your Shot community, and amassed a following of 6.6 million.

The takeaway: Both of these campaigns are ongoing, and are a stellar example of how you can source UGC and inspiration directly from your community—celebrating your diverse and loyal audience in the process. Your community can fuel campaign concepts and content and bring your brand to life in a new way.

For your next campaign, think about how you can create a hashtag to gather UGC, drum up excitement and even create community amongst your audience.

4. Adidas “Originals” campaign

We love when a brand gets cinematic. The brand’s 2023 “Originals” campaign celebrates the sports celebrities and everyday people alike who embody the brand.

As a core part of this campaign, Adidas created several short films shared across their social channels, based on three of their iconic shoes: Gazelle, Superstar and Samba, which each film is named after.

They shared these films on their YouTube channel and leveraged Instagram to show previews of each film in Reels, connecting their content with the hashtags #WeGaveTheWorldAnOriginal and #AdidasOriginals.

The takeaway: We’re not saying you need to create high-production films or hire celebrities for your next campaign. But we are saying that you should tap into the storytelling angle behind your brand and product. Adidas did this beautifully, highlighting and honoring their audience, history and product in this campaign.

​​More social media campaign examples by network

Like these examples, many of the most successful social media campaigns span multiple networks simultaneously—with most translating to channels outside of social. But if you’re looking to create a network-specific campaign or tailor your campaign to different network specifications, here are some helpful resources.

• 5 brilliant Facebook campaigns (and why they worked)
• 5 X (formerly known as Twitter) campaigns your business can learn from
• Instagram campaigns failing? Learn from these highly-successful brands
• 9 tips for designing TikTok campaigns (plus examples)
• The essential guide to YouTube ad campaigns

How to create KPIs and benchmarks for a social media campaign

Two of the most important parts of a social media campaign are setting the appropriate social media goals and measuring performance. This is crucial if you want to create stronger campaigns in the future, quantify ROI and business results and report to stakeholders.

Here are a few tips that will help you set KPIs and benchmarks for your social media marketing campaigns.

Identify the “why” behind your campaign

Knowing the key outcomes that matter most to you will help identify and inform your KPIs. If your goal is awareness, then impressions, reach, share of voice and video views will be key for you.

If your goal is to drive sales and website traffic, then leads, clicks, trials, downloads, conversions and website traffic will be key. And many of these are easy to track in Google Analytics by using UTMs.

If your goal is a better brand perception, tracking sentiment will be crucial.

Pro tip: There are three engagement metrics that are universal among the major social networks:

• Clicks: Users are only going to click on content that interests them. If you experience high clickthrough rates, your content is intriguing enough for users to want to see more, meaning that your content is effective.
• Likes: If your content resonates with an audience and is receiving a high number of likes, it will naturally gain popularity (and hopefully collect more clicks).
• Shares: Clicks and likes are good indicators of audience interest. However, when users like your content enough to share it, you’ve achieved the holy grail of relevancy and will increase your visibility.

See how you stack up against competitors

Once you know the “why,” the next step is to put a number to your goals. And one of the most helpful ways to do this is by benchmarking against your industry, competitors and yourself.

First, see how your brand stacks up against the competition—what’s your share of voice? And how is your content performing compared to theirs? Using a tool like Sprout’s competitive analysis listening tool or competitive analysis reports does this automatically, so you don’t have to do all the math yourself.

You can also measure campaign performance against industry benchmarks, like those found in Sprout’s 2024 Content Benchmarks Report. And don’t forget to benchmark against yourself, as well. Where is your share of voice and brand sentiment now? And what are your current performance metrics like? Pair where you’re at with your campaign’s purpose to understand what goals you need to achieve, and where you want to see that impact.

Set SMART goals

SMART goals are a framework to use when setting goals for your campaign, and social media channels overall. They are Specific, Measurable, Achievable, Realistic and Time-sensitive.

Ensure the goals you set for your campaign follow this framework to ease the process of setting goals, and to better track success.

Report on success

Don’t keep your campaign results to yourself—share them with your team and relevant stakeholders outside of it, from senior leaders to customer care teams.

Reporting on your campaign will help you refine how you set goals in the future, and refine future campaigns. It will also give you the chance to celebrate and communicate the success and learnings of your current campaign.

From different channels to influencer content and paid vs. organic posts, there’s a lot to measure across campaigns. A tool like Sprout enables you to report on your campaign across channels, posts and types of content in one place with a robust suite of analytics and reporting tools.

20 factors the most successful social media campaigns have in common

As you prepare to run your social media campaigns, keep these 20 factors in mind.

1. Talk to customers

Gather insights to learn what customers think about your products and industry at large. Then you can create tailored social media campaign strategies that address specific challenges.

How to do this: Partner with your sales and success teams to learn about your customers. Whether you join a call, send out a survey or consult with your internal team, stress how customer intel will help you create better campaigns (and more sales).

2. Learn from people outside your business function

Some of the best creative ideas you’ll find for social media campaigns come from outside the marketing department. Remember to consult internal teams like sales, R&D, product development and HR when crafting your campaigns.

How to do this: Regularly convene with teams outside of social media to boost your strategy and further your impact. Consider hosting a “social media council” for key stakeholders to bring ideas to the table.

3. Give it a sustained effort

Being able to pivot quickly according to data findings is important. But abandoning a campaign messaging angle or visual approach within the first week or month doesn’t give your content enough time to saturate the market.

By pivoting too quickly, you risk diluting your brand story and recognition with too many different messages. This confuses your audience and ultimately gives your competitors an advantage.

How to do this: We recommend making campaigns at least three months long, and breaking your campaign plan into multiple phases. At the end of each, formally evaluate the data and come up with actionable steps to modify your plan if needed.

By using Sprout’s analytics tools, you can efficiently provide regular reporting updates to your team.

4. Bring in the music (and trending sounds)

Music (and trending sounds) can be a source of inspiration for your social media campaign. In some cases, you can even build campaigns around the perfect song. For others, content made with trending sounds makes for a timely complement to an ongoing campaign.

How to do this: Use resources like the TikTok Creative Center to stay in the know and browse sounds currently trending in your country.

5. Think beyond social

Like many of our favorite social media campaign examples demonstrated, the most effective campaigns have an omnichannel component. Where else would your audience want to interact with your content or your product?

How to do this: Consult with teams in charge of event planning, advertising and product design during your campaign brainstorm to make a business-wide impact.

6. Inspire on social, close in store

Even if your audience is made up of digital natives, there are no replacements for the in-person experience.

How to do this: Whether you have a brick-and-mortar location, pop-up shop or you’re sponsoring a booth at a conference, make an aspect of your campaign face-to-face wherever possible.

7. Maximize opportunities to create content

Thinking back to the LEGO example above, use real-life experiences as a chance to fuel your campaign content pipeline.

How to do this: Capture content of people interacting with your products, team members and spaces. You could even create a meet the team series, if it fits the goals of your campaign.

8. Make conversions a focus

Stay zeroed-in on your conversion strategy to fill the gaps between building brand awareness and driving purchasing decisions. Design campaigns built to have a tangible impact on your bottom line by optimizing your content and distribution strategy for conversion.

How to do this: Fortify your campaign content with strong call to action phrases and measure conversions. Adding UTMs to links makes measuring clicks, conversions and website traffic in Google Analytics easier. And monitor your performance metrics—especially for paid content.

9. Use AI and automation

Hear us out—we’re not saying you should design your entire campaign using AI copy unchecked (see: the Glasgow Willy Wonka experience). But AI and automation can make your workflows and ideation processes more efficient. Use these tools to speed up your campaigns from start to finish.

How to do this: Before your campaign launches, use AI-powered social listening to better understand your audience. During, use AI to help you generate customer care responses to your campaign content faster, and to measure ongoing sentiment. And after, measure your campaign’s success and how people felt about it with social listening and analytics automation.

Investing in a tool that does it all ensures you get the most bang for your buck. Check out Sprout’s suite of AI and automation capabilities.

10. Experiment with ephemeral content

Think beyond your primary feed when designing your campaigns. Today, almost every platform has their own version of ephemeral content. Use these capabilities to infuse your campaign with personality and less-polished, more personalized content.

How to do this: For inspiration, check out our complete guide to Instagram Stories.

11. Identify the influencers and creators to partner with

This is your sign to partner with influencers and creators as part of your campaign. They lend an authentic voice to your content and expand your reach into their relevant audiences.

When looking for influencers and creators to star in your campaigns, keep three things in mind: reach, resonance and relevance. The people you feature should understand each one.

How to do this: According to a Q3 Sprout Social Pulse Survey, over half of marketers use dedicated influencer marketing platforms to help offset the challenge of finding influencers for their campaigns.

Read more about how you can find and vet creators for your next campaign. And remember, influencers and creators aren’t always external. Internal influencers and employee brand advocacy efforts can supercharge your campaign.

An influencer management platform like Tagger can make finding influencers and managing your partnerships easier—learn more about Tagger here.

12. Make customer care a priority

This may seem like putting the cart before the horse. But if you don’t have a robust customer care and engagement strategy during your campaign, you may be missing out on connection opportunities and the chance to convert an audience member into a customer.

According to the Index, 76% of consumers notice and appreciate when companies prioritize customer support. Ensure you prioritize this as you launch your campaign.

How to do this: If you work with a customer support team alongside your social team, get them up to speed on the campaign—especially if it may result in an influx of messages.

13. Look to innovators

If you’re struggling to design high-impact campaigns, take a marketer you know and admire out to lunch, or approach them on social and ask for a quick chat. Come prepared with a set of questions and be as specific as possible. We recommend choosing the marketer(s) behind a particular campaign you were impressed by, and digging deep to find out what you can learn for your brand.

And research how top brands and marketing executives (including yours) operate. Stay alert to top campaigns (like the ones shared earlier in this article) and read interviews with CMO’s from best-in-class brands.

How to do this: We have some social media experts on our staff who are always happy to talk about how Sprout’s full suite of social media tools can help you leverage data to come up with new campaign ideas. And subscribe to blogs and newsletters that feature interviews and advice from leading execs.

14. Partner up

Can you think of any brands that would make good partners during your next social media campaign? These should be brands that:

• Overlap with your brand’s target audience
• Don’t overlap with your product offerings

How to do this: Build out a co-marketing strategy to expand your awareness with your target audience.

15. Plan for retention and acquisition

Retention and acquisition should be two different tracks in your social media marketing campaigns.

On one hand, you’re trying to keep and engage with the customers you already have. On the other hand, you want to acquire more customers.

Some content might appeal to both customers and prospective customers, but you should also create unique content to target each of these segments.

How to do this: In your content calendar, make sure you have posts and mini-campaigns devoted to each of these categories. Use a tool like Sprout’s internal tagging feature to group and categorize your social media posts based on retention and acquisition objectives. That way you can strike the right balance, while keeping an eye on performance.

16. Understand the digital customer journey

As a social media marketer, you need to understand the unique digital customer journey your followers are taking through the marketing funnel. Make sure you know how people interact with your content at every stage in the journey and across all your social channels.

How to do this: Create a customer journey map to guide your campaign’s content creation.

17. Better understand cultural norms on social

Take time to learn about the unique culture of social media. By being immersed in the culture, you will create campaigns that are better attuned to audience expectations and norms.

How to do this: Subscribe to industry newsletters and blogs, spend time on different social media platforms and learn to speak their language (and your audience’s) fluently.

18. Use SEO to inform content themes

The words and terms you want your brand to rank for on Google can overlap with what you want to be associated with on social. Connect with your SEO team to find out which search terms your brand is focused on and weave them into your social media campaign strategies.

How to do this: Read our guide to YouTube SEO strategy to learn how to use SEO best practices in your content development.

19. Stay on brand

Maintain a consistent brand voice across channels, and stay true to who you are. Even if the internet is talking about the Oscars or the latest TikTok challenge, you should only jump on those trending conversations if they make sense for your brand and are relevant to your campaign.

How to do this: Define your brand’s core values, and keep them in mind whenever you create social content.

20. Take care of yourself

Social media burnout is real. It can be easy to get caught up in campaign prep, but working yourself too hard will lead to creative blocks.

How to do this: Take a break. Move around your space. Take a walk around the block. Try a yoga class. Do whatever it takes to reinvigorate your brain so you can create your most successful campaign yet.

Design an industry-leading social media campaign

Running outstanding social media campaigns requires incorporating insights from across your organization and applying them to build compelling, attention-grabbing content.

With this guide, you will be prepared to conduct meaningful research, design creative content and report on metrics that demonstrate impact—the essential steps for building a successful campaign.

For an extra leg up, we designed a social media campaign brief template to help you stay organized, launch on time, keep your brand on budget and align with stakeholders.

The post The complete guide to social media campaigns [+ 4 examples for 2024] appeared first on Sprout Social.

With its popularity growing exponentially with audiences of all ages and demographics, it’s crucial that businesses and brands maximize their reach on the short-form video app. One way to make that happen is by having a consistent TikTok posting schedule.

TikTok offers a free scheduling feature, but it’s limited to desktop use only. That’s where Sprout Social steps in, offering a solution for scheduling TikTok posts on both desktop and mobile.

Below we explain everything you need to know about scheduling TikTok posts—whether it’s with TikTok’s video scheduler feature on desktop or with Sprout Social. We’ll also review how Sprout’s mobile scheduler will make scheduling and publishing even more convenient.

Table of contents:

• How to schedule TikTok posts with TikTok’s Video Scheduler (desktop only)
• How to schedule TikTok posts using Sprout Social (on mobile)
• How to schedule TikTok posts using Sprout Social (on desktop)
• Tips for creating your TikTok schedule

How to schedule TikTok posts with TikTok’s Video Scheduler (desktop only)

Much to the joy of social media managers, TikTok launched their Video Scheduler back in spring of 2021 for Creator and Business accounts. This feature makes it possible to schedule content from 15 minutes to a maximum of 10 days in advance.

Here’s how you can schedule TikTok content natively:

Step 1: Log into TikTok on a web browser

The scheduler is only available on desktop, so have your computer handy. Login and click the +Upload button in the top right corner.

Pro tip: Be sure to do your research on TikTok marketing best practices before you start exploring the scheduler. Understanding the fundamentals of developing a marketing strategy for the app will set you up for TikTok scheduling success.

Step 2: Upload and prep your post

In the upload video window, you can do everything you normally do before publishing. Add captions, TikTok hashtags, mentions, choose a cover image, run a copyright check and pick your settings.

Step 3: Schedule TikTok posts

Once a video is scheduled, you can’t make edits. So take time to do a thorough typo and settings check before hitting schedule. When you’re ready, click the toggle next to Schedule Video so it turns green. Two boxes will appear where you can set your publishing date and time. The time zone defaults to your computer’s, so double-check your settings.

Step 4: Do a quick double check

Mistakes happen. Cut out Murphy’s law and make sure your content is scheduled at the right time. Find scheduled posts in the Drafts section of your Profile.

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Once you click Schedule, sit back and relax—your TikTok posting schedule has officially been created.

You’ll get a push notification when your post goes live, as long as you’ve enabled notifications.

How to schedule TikTok posts using Sprout Social (on mobile)

Only having desktop publishing natively isn’t great for those who prefer using mobile devices or need to schedule posts while on the go. But with Sprout Social, you can schedule TikTok videos directly from your mobile device.

This flexibility means you can plan and maintain content for your TikTok schedule from anywhere, ensuring you never miss opportunities to engage with your audience. The ability to create and schedule TikTok videos from the same device is also an easy way to streamline your marketing workflow.

Below we break down the steps on how to set up a TikTok Schedule on a mobile device using Sprout.

Step 1: Log into Sprout on your web browser and start composing your post

Begin by logging into Sprout Social in your favorite web browser on your desktop.

Tap the blue notepad and pencil icon in the top right to compose your post. You can also select Publishing on the left side bar and click on the day you want to post.

Pro tip: Schedule your posts within the weekly or monthly calendar to get a birds-eye view of scheduled posts across your platforms and accounts. Seeing the calendar from this perspective will prevent inconsistent scheduling or accidentally publishing overlapping posts.

Step 2: Choose the TikTok account you want to schedule a post on

You might be juggling several TikTok accounts if you work in social media marketing. Sprout makes it easy to oversee multiple accounts from a single location.

When you navigate to the New Post window, you’ll find a dropdown menu in the compose box. From here, simply click on the account you wish to post on.

Step 3: Designate specific team members to be your Mobile Publishers in the Sprout Social mobile app

Mobile Publishers are assigned to post content to Instagram and TikTok using Sprout’s mobile app. Sprout’s mobile publishing features create a workflow of scheduling your posts in the mobile app. Then, the assigned Mobile Publisher(s) will publish the content to your Instagram or TikTok account based on the time/day you specify.

Remember, your team will need to pick who’s going to publish on mobile before you schedule a post.

There are a few actions to take if you want to appear in the Mobile Publisher list in the compose window:

• Download the Sprout Social app on a mobile device
• Enable push notifications for the app
• Enable the publishing reminders option in the notification preferences screen of the app

Once you have a mobile user set up and ready to go, you can create your post by uploading a video to Sprout via desktop. Then, you can add the final touches to your post such as:

• Writing an engaging description or caption–it’s optional to include mentions and hashtags
• Choosing whether to open engagement with followers by allowing comments, duets or stitches
• Designating the Mobile Publisher for your post
• Selecting a day and time for scheduling the post

Once you’ve done all the above, you can click send or schedule.

Step 4: Open Sprout on your mobile device to finalize your post

The next step is in the hands of the designated Mobile Publisher for your scheduled post. But that’s not quite the end of it. The Mobile Publisher will finish the mobile publishing process.

First, you’ll tap on the publishing notification from Sprout that will appear at the scheduled time.

Then, you’ll be able to review the post content one last time. If no changes need to be made, tap Continue to TikTok to move forward with publishing.

You’ll then see a list of publishing reminders to review. If all looks good, simply tap Ok, I’m ready to post.

For iOS users, your uploaded video will download to your device and your caption will be saved to your clipboard. After that, the TikTok app will open.

Step 5: Use TikTok to publish your scheduled post

You’re almost there. The mobile publishing process will be completed within the TikTok app.

If you use an Android device, your video will automatically load when TikTok opens.

If you’re an iOS user, you will have to select the video from the camera roll. You’ll also have the option to polish up the video by adding any effects and options before tapping Next. After that, you will paste the prepared caption from your clipboard.

At this point, take a final review for any typos or errors. Are you happy with how your post appears? If so, tap Post to publish your video. You’re all done.

Step 6: Review your scheduled content on the go

Social media marketing moves fast, so it’s easy to schedule posts at the wrong time of day or on a completely different platform than you intended.

By having the Sprout app on your mobile device, you can check and confirm that your scheduled posts and recently published posts are perfect while on the go.

From misspelled words to overlapping postings, Sprout enables you to catch the little things before–or quickly after–they are live.

Sprout also makes it possible to add edits on the fly. This is especially helpful since TikTok’s Video Scheduler doesn’t allow changes to the video, captions or scheduled time once a post has been scheduled for publishing. So be sure to take advantage of that feature to create more time and space in your schedule for more important tasks in your workday.

Curious to see how scheduling TikTok posts on mobile will level up your social media marketing strategy? Sign up for a 30-day free trial of Sprout’s TikTok management tools to try it yourself.

How to schedule TikTok posts using Sprout Social (on desktop)

TikTok’s scheduler is great for a quick set-it-and-forget-it post. But chances are, TikTok is one of many channels you’re managing.

Using a dedicated social media publishing tool like Sprout Social empowers you to see and schedule all of your posts in one unified place.

TikTok was one of our most-requested features. And we’ve made it easy to schedule posts, with no limit to how soon or how far in the future you can post your content.

Follow these easy step-by-step instructions to create your TikTok schedule using Sprout’s desktop option.

Step 1: Log into Sprout on your web browser and create your post

Start by logging into Sprout Social in your favorite web browser on your desktop.

To create a post, tap the blue notepad and pencil icon in the top right. Or, click Publishing on the left and click on the day you want to post.

Pro tip: According to The Sprout Social Index™, the majority of content consumers think posting 1-2 times a day is the sweet spot for brands.

To avoid over-posting or double-posting, schedule in the weekly or monthly calendar view. This gives you a high-level look at your upcoming posts across platforms to avoid over-scheduling in a given day or time period.

Step 2: Select the right TikTok account

Agencies, social media managers and creators alike may be balancing multiple TikTok accounts.

With Sprout, you can manage multiple handles in one place.

Once you’re in the New Post window, select the dropdown in the compose box and choose the account you want to publish on.

If you want to repurpose your short-form video on platforms beyond TikTok, select your Twitter handles, Facebook Pages and more in that same dropdown.

Step 3: Upload your video content and prep your post

Time for the fun part. Upload the video you want to use. Then, in the compose window, polish and prep your post by:

• Creating an engaging caption
• Including any mentions and hashtags you want to use—these become interactive once your video is published
• Choosing how your audience can engage with your video—will you allow comments? Duets? Stitches?

In this step, you can also use Sprout’s unique features to keep your social campaigns and team processes organized.

For example, set a Message Approval Workflow to streamline team collaboration and communication.

Is your post part of a larger content campaign? Select a campaign to keep everything organized.

And internally tagging your content makes it easy to categorize posts based on business objectives, post themes and more.

Combined, these features help keep your TikTok marketing campaigns and cross-platform marketing campaigns visible—for you and your team.

Step 4: Choose the best time to post

Scheduling TikTok posts through Sprout enables you to publish at your preferred time. Identifying the best time to post matters, but it can also feel like a mystery.

The best posting times on TikTok for you to engage with users can vary depending on your target audience. However, below is a visualization which shows the best engagement times based on data averages collected worldwide.

Step 5: Schedule TikTok posts, or save them for later

Once you and your team are feeling good about your post, you have a few options as far as how to schedule:

• Save it, or schedule it, as a draft: Still have pending reviews? Want to keep it as a backup post or calendar placeholder? Saving your content as a draft is a great way to give yourself more editing time.
• Auto-schedule with the queue: Ready to post but don’t have a time in mind? The Sprout Queue is a feature that enables you to choose the best time to publish based on audience activity within a time window you set.
• Submit for approval: It always helps to have a second editing eye on your posts. When you set an Approval Workflow, the “schedule” button will change to a “submit” button, and you can submit your post to the approver for their review.
• Publish immediately: Ready to post right now? Select this option to send your post out into the world right away.

Step 6: Double check your scheduled content

It’s all too easy to think you scheduled a post for noon, only to realize it was published at midnight.

While TikTok’s Video Scheduler does not allow you to edit scheduled posts before they go live, Sprout does. Take some time to do a quick typo and time check.

Scheduling in advance gives you plenty of editing room while also leaving more time in your schedule to dedicate to enhancing your strategy.

Tips for creating your TikTok schedule

You’re almost ready to start scheduling. As you fill your content calendar, it’s important to think about how your TikTok schedule fits into your larger social strategy. With 39% of marketers predicting the app will be one of the platforms they use the most, refining your team and content strategy as you post is key if you want to keep up.

Here are a few tips and best practices to keep in mind:

Maintain a shared, unified content calendar

Managing multiple platforms and posts can result in a lot of moving parts and silos.

Maintain a content calendar to see your scheduled posts across all of your social platforms in one, centralized place. This keeps you organized, helps you track whether you’re over—or under—posting and creates an easy-to-share resource for your team.

Create a calendar of your own, or use Sprout’s social media calendar as an all-in-one content calendar and scheduler.

Track your best posting times

The TikTok algorithm is quite different compared to most social media platforms, so you really need to have a TikTok-specific posting strategy if you want your content to be seen on the app.

According to TikTok, recency is a factor in determining which videos show up in the coveted For You Page—one of the best places to get discovered and grow on the platform.

While it’s important to post both frequently and consistently in addition to keeping your TikTok video ideas fresh, the key is to be online when your audience is most active.

We already mentioned that Sprout has data to help identify when you should schedule posts for maximum engagement opportunities.

You can take it a step further and track your posting times. Do any of your peak times surprise you? What posting times and days can you experiment with?

You can also do this on TikTok. To identify when your TikTok audience is most active in the app:

1. Tap the three-line icon at the top right of your Profile view
2. Tap Business Suite
3. Tap Analytics
4. Tap Followers at the top of the screen
5. Scroll down to Follower activity to identify what days of the week and times your audience is most active

Your best posting times might be at odd, outside-of-working-hours time blocks—all the more reason to schedule your content ahead of time.

Set a smooth approval process for you and your team

Whether you’re a solo social media manager or part of a team, having another pair of eyes is always helpful.

Defining a structured review process for your TikTok content—and all of your content—helps maintain quality control while limiting the amount of cooks in the kitchen.

Sprout makes this easy by providing you with built-in, customizable Message Approval Workflows. Create and select different workflows for specific posts or platforms to easily streamline your approval and collaboration process.

Measure the success of your profile and posts

Measuring and tracking your TikTok marketing strategy, posts and posting times is crucial if you want to turn creative content into meaningful business insights—on TikTok, and beyond.

Regularly look at TikTok analytics to see what you’re doing right, and where you need improvement. Don’t be afraid to experiment and test until you find out what works for you.

With Sprout, analyze how your TikTok profile and content is performing—on its own, and compared to your other social profiles. Use the Cross-Network Reports like Profile and Post Performance to turn the metrics that matter most into insights that can fuel your strategy and create a deeper connection with your audience.

To truly make informed decisions and optimize your strategy, you need to analyze your TikTok performance over time—not just over days or weeks. If you are a creator beginning to see a lot of success with TikTok you may be in a position to earn money from your account.

While TikTok only offers 60 days of data, Sprout doesn’t limit your TikTok data after you’ve connected your platform. Meaning you can analyze your profile’s growth and success quarter over quarter, year over year.

Engage with your audience often

Once your posts are live, remember to regularly engage with your audience in TikTok comments.

After all, it’s called “social” media for a reason. Engaging with your audience strengthens your connection with them, and shows you’re listening.

Engaging with your audience is crucial across platforms. Streamline this process by using a tool like Sprout’s Smart Inbox to keep up with comments across TikTok, Twitter and more—all in one place.

Lighten the load and schedule your TikTok posts now

Scheduling your TikTok content ahead of time ensures your content and publishing is “always on,” while also allowing you to disconnect and sign off.

You’re well-equipped to create your TikTok schedule—now all you need is to get started, and to breathe easy.

If you’re ready to streamline your TikTok scheduling process, and your social strategy as a whole, then you’re ready for Sprout Social.

Try Sprout free for 30 days to see how it can power better insights for your social strategy and business.

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Whether you’re a seasoned social media manager or just getting started, this guide will walk you through the key setup tasks and answer common questions on how to use Meta Business Suite.

Table of Contents

• What is Meta Business Suite?
• Is Meta Business Suite different from Facebook (Meta) Business Manager?
• Benefits of using Meta Business Suite
• How to connect and manage a Facebook Page with Meta Business Suite
• How to connect and manage an Instagram account with Meta Business Suite
• How to start using Meta Business Suite
• How to manage users as an Admin
• How to use social media analytics in Meta Business Suite
• Frequently asked questions

What is Meta Business Suite?

Meta Business Suite is a mobile and desktop app that connects your Facebook and Instagram business accounts. It’s a centralized space for Meta users to manage their Facebook, Instagram, Messenger posts, ads and communications and track their content performance.

Is Meta Business Suite different from Facebook (Meta) Business Manager?

Think of Meta Business Suite as the front end of your business account management and Facebook (Meta) Business Manager as the back end. In short, if you want a centralized tool to post and engage with your community on Facebook and Instagram, use Meta Business Suite. And if you’re running ad campaigns and want more control over your business settings with added security, Meta Business Manager is your go-to.

Meta Business Suite has many community management features like post scheduling and publishing, replying to comments and managing Facebook and Instagram messages. Facebook (Meta) Business Manager, on the other hand, has more complex features, like ad creation, billing, tracking, and asset management. If you try to create an ad in Business Suite, it will take you directly to Ad Manager, which is a different tool.

Benefits of using Meta Business Suite

What can you do with Meta Business Suite? Here are some of the app’s biggest advantages.

• Centralized social media management. Managing multiple accounts is time-consuming. Meta Business Suite consolidates your business activity on Facebook, Messenger and Instagram in one place.
• Connecting your social accounts to third-party tools. If you want to use a social media management tool like Sprout Social, you’ll need to use Meta Business Suite to connect your accounts.
• Social media insights. Want to know how your ads are doing? How people respond to your content? What kind of people interact with your business pages? Meta Business Suite provides helpful performance, engagement and audience data.
• Post-scheduling and content planning. Quickly draft, schedule and publish content in advance across your Meta business channels.
• Prioritized notifications. You’ll see high-priority interactions like comments and messages in your Notifications tab to help you respond promptly.
• Inbox management. Meta Business Suite collects all your messages from Instagram and Facebook into one inbox and leverages automation to help you organize your messages and comments faster.

How to connect and manage a Facebook Page with Meta Business Suite

You first need a Facebook business page to connect your Facebook Page to Meta Business Suite. If you have one, complete the following steps to connect your account.

How to add Facebook Pages to Meta Business Suite

1. Visit Meta Business Suite on a desktop or download and open the app on iOS or Android.
2. Log in or create an account by following the onscreen steps.
3. Select the dropdown menu in the upper left.
4. Click the +Create a business account button and follow the onscreen steps.
5. ‘Connect your account on your desktop or through the mobile app. However, you might not need to, as Meta will often automatically connect your Facebook business page to your Meta Business Suite account.

How to connect and manage an Instagram account with Meta Business Suite

Similar to your Facebook business page, you will need an Instagram business account to connect your Instagram account to Meta Business Suite.

How to add Instagram accounts to Meta Business Suite

To connect an Instagram account to your Business Suite:

1. In the Meta Business Suite desktop app, click Settings from the sidebar on the left.
2. Click Business Assets.
3. Click Add Assets and select Instagram account.
4. Review and agree to Meta’s terms for connecting your Instagram account, then click Claim Instagram account.
5. A new window will open. Enter your Instagram username and password, and click Log In. Are you already logged in on Instagram? Click Continue as [Instagram handle] if that’s the account you want to connect to. Otherwise, tap Switch accounts to log into another account.
6. Meta will ask you to enter a security code if you have Two-Factor Authentication.
7. Click Confirm.

After you add your Instagram account, you’ll get a message confirming it’s connected. You might also need to log in to Instagram again to adjust your account management and access settings.

How to start using Meta Business Suite

After connecting your Facebook and Instagram accounts to Meta Business Suite, you need to take a few more steps to get up and running.

Connect and manage your ad accounts

To add an ad account in Business Suite:

1. Go to Settings.
2. Click Accounts from the left side menu. Then, click Ad Accounts.
3. Click the blue Add ad accounts button.
4. Choose one of the three options: Add an ad account, Request access to an ad account or Create a new ad account.
5. If you request access or add an ad account, enter the ad account ID. Follow the prompts to select people and access levels.

Fill in basic info about your organization

To edit your information in Business Suite:

1. Go to Settings.
2. Click Business Account Info.
3. You will see Edit buttons on the right side of the page. Click these to update details like your business name, primary page, legal business name, address, business phone number and website.
4. Click Save.
5. To finish updating your email address, verify the change via the confirmation email. If you can’t find the email, check your spam folder. To resend the confirmation email, go to My info and click Resend email.

Explore and plan content

Here’s how to use Facebook (Meta) Business Suite to schedule posts and Stories.

Create and schedule a post using Meta Business Suite:

1. Go to Meta Business Suite from your desktop.
2. Go to Content or Planner. You can also go to Home.
3. Click Create post.
4. Select where to schedule a post: Facebook Feed, Instagram Feed, or both.
5. Enter your post details, including text, media, and an optional link and location.
6. Add an optional Feeling/activity, location, messages button or link to your post for Facebook-only posts. You can also run an A/B test.
7. (Optional) To publish the post later, click Schedule.
8. Select your Privacy settings and whether you want the post to be Public or Restricted.
9. Preview your post on the right. You can also see how it will look on Facebook compared to Instagram or on desktop compared to mobile.
10. (Optional) Select whether you want to Boost the post, which will create an ad with the post.
11. Click Publish. If you choose to Boost the post, you’ll see another screen with more selections.

Create or schedule a Story:

1. Tap the post-creation tool to create a new Story.
2. Add media (such as pictures and videos). You can also select multiple images at once. (Optional) Add text, stickers, gifs and more. You can reposition and resize them on your screen.
3. Tap Share On.
4. Select the placement of your Story. You can select your Facebook Page, Instagram account or both.
5. Select an option:
   • To publish your Story immediately, tap Share.
   • To schedule your Story to publish later, tap Schedule for later.
     • Select the date and time.
6. Tap Done.
7. Tap Schedule to finish.

If you’re only using Facebook and Instagram for your brand, Meta Business Suite is a good starting point. However, if you’re managing non-Meta social channels like TikTok, LinkedIn or X (formerly known as Twitter), consider investing in more robust collaboration and automation features. A third-party social media management platform like Sprout Social will further simplify management of your social media accounts across platforms.

How to manage users as an Admin in Business Suite

If multiple people work in your Meta Business Suite, you must add them as users. Here’s how to add and remove users and set user permissions.

How to add users

To add users to Meta Business Suite:

1. Go to Settings.
2. In the People tab, click Add people.
3. Enter the email address of the person you want to add. Click Next.
4. Select the type of access you want to assign. Click Next.
5. Select the asset you want to assign and choose the type of access. If assigning partial access, select the task they need for their job. Click Next.
6. Review the invitation and click Send request. The person will receive an invitation to join your Business Account via email.

How to set user permissions

To set user permissions:

1. Go to Settings in Meta Business Suite.
2. Under Users, click People.
3. Select the name of the person whose access you want to change.
4. Under Business Account access, select Manage.
5. Make your changes.

How to remove users

To remove users:

1. Go to Settings.
2. From the People tab, select the person you want to remove.
3. Click the three horizontal dots icon. Select Remove from Business Account.
4. Confirm you want to remove that person. Click Remove.

How to use social media analytics in Meta Business Suite

In Meta Business Suite, Insights helps you better understand the impact of your paid and organic Facebook and Instagram efforts. You’ll see what’s working and what isn’t to optimize your time and budget.

To see your social media analytics in Meta Business Suite, click the All Tools hamburger menu at the top left of your screen (above Business Settings), scroll down and click Insights. You’ll see a dashboard that shows your posts, Stories and ad performance. When you visit Insights, you’ll see the following categories: Overview, Results, Audience, Feedback and Benchmarking.

Use reports to track performance and share results with employees and partners. Reporting includes data points like reach, likes and reactions, comments, shares, results, cost per result, link clicks and recent content. Meta Business Suite also has goal-setting features to help you stay on track with your marketing objectives and hone in on specific goals.

Meta Business Suite’s analytics are a solid entry point to learn more about your social media content performance and audience. However, a third-party tool like Sprout Social offers more comprehensive social media analytics, such as social trends, competitor data and more.

For example, our Competitors by Network report shows you how you stack up to other companies on metrics like audience size, overall engagements and engagements per post on Facebook, Instagram and X.

Additionally, the Competitor Posts Report will show you Facebook, Instagram and X posts from your competitors. You’ll see a scorecard for each top-performing competitor post with metrics like the total number of engagements, reactions, comments and shares. The report view is also filterable by platform and content type.

Frequently asked questions

Here are some common questions that we get from our users about how to use Meta Business Suite.

How do I contact Meta support?

First, check out the Meta Business Help Center to search for specific questions or issues or browse through their suggested troubleshooting topics.

If you still need help, open up Meta Business Suite and tap the Help button on the bottom left of your screen. A help window will open on the right of the screen. Scroll down until you see the Contact Support button.

If you buy ads on Meta, contact your Ads account manager for support. Contact Meta’s verified account support team if you have a verified account.

What do I do if an employee leaves and I lose access to a Page?

If you’ve lost access to a Meta Business page, the quickest way to find out who’s in charge of your Page is to ask people who used to work with your brand business. Email or text former employees or your old agency and ask if they can reach the Business Manager who owns your Page. Look for people like your former campaign manager, digital director, social media manager or anyone who handled digital ads.

If you find the admin of the business manager who owns your page, ask them to remove the Page from their account. Then, add the Page to your Business Manager. If you can’t find the admin of the Business Manager, you’ll need to provide more documents to Meta’s Support team for a Page Release request.

You’ll need to send a copy of a valid ID, a signed statement explaining your relationship to the Page, why you’re making the request and details about the Business Manager who owns the Page. A Facebook Page admin from your organization needs to submit the request—consultants or agency employees can’t submit the request. The process might take two weeks to six months, and you’ll need accurate info that Meta can verify.

Once you’ve gathered all the documents, contact Meta Support via chat for help with the Page Release request. Once approved, you must manually add the Page to the new Business Manager.

What do I do if my account is hacked?

If your account got hacked, follow the steps on Meta’s help page.

What do I do if my account is restricted?

If your account is restricted, check out this help article. You should see a “What you can do” section in Meta Business Support. It’ll give you the steps you need to take.

I’m getting a lot of spam on my Facebook account. Any tips on how to reduce it?

If you’re experiencing a lot of spam, try automating your Meta inbox by creating a rule to exclude specific keywords coming in.

Here’s how to set it up:

1. Go to inbox.
2. Click on Automations. It’s the second button from the left at the top of the interface.
3. Click Create Automation in the upper right corner.
4. Click Start from scratch to create a new automation.
5. Name your rule.
6. Under When this happens, select New message received to start automation.
7. Click Add condition and select Keywords.
8. Input some of the main keywords in your recurring messages
9. Under Take this action, select Mark as and Move to spam.
10. Save changes.

I’m having issues connecting my Facebook and Instagram accounts to Sprout.

Here are a few reasons why your Facebook or Instagram might get disconnected from Sprout:

1. You haven’t reauthorized your account in a while. Instagram profiles need to be reauthorized every 90 days for security reasons.
2. You shared your login information with too many people.
3. The page has a new password or admin.
4. The admin who connected the profile lost admin access.
5. Someone removed the admin who connected the profile.

To reconnect your Instagram profile, follow the instructions in this help article.

If you’re still having connection issues, here are a few questions to ask yourself:

• Is your Instagram a Business Profile? Confirm this in the Instagram mobile app by going to your profile and tapping Edit Profile. Business Profiles have a Business Information section.
• Do you have admin status? You must be an admin to connect an Instagram Business Profile or a Facebook Page to Sprout.
• Is your Instagram connected to the right Facebook Page? To double-check, go to your profile in the Instagram mobile app and tap Edit Profile. Tap the Page in the Business Information section. Make sure the correct Facebook Page is selected.
• Is your Facebook Business Integration set up? Check these settings on Facebook. To update the setting, remove Sprout Social’s integration from Facebook and reconnect your Facebook and Instagram accounts in Sprout.

If it’s still a no-go, remove Sprout from Facebook, but don’t delete old posts. Then, reauthorize your profiles. Also, you can switch your Instagram to a Business Profile in its settings, but remember, you need admin access on Facebook to do that.

Mastering Meta Business Suite

With billions of active users, Facebook and Instagram remain the top platforms for connecting with your audience. Meta Business Suite makes it even easier for brands to maintain a consistent and engaging social media presence across these platforms. It’s a powerful tool that simplifies content management, ad creation and audience engagement across both platforms.

In this guide, we’ve covered everything you need to know about using Facebook (Meta) Business Suite, from what it is to how to use it effectively. But your journey doesn’t have to end here. To dive deeper into Meta marketing, check out our complete guide to Facebook marketing to make the most of the platform.

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Regardless of industry or geography, what you post—and what you choose not to—is the crux of every brand’s social strategy. How does your approach stack up?

The 2024 Content Benchmarks Report offers a glimpse into performance trends across industries and networks, the types of content audiences crave today and what that means for the year ahead.

In this report, you’ll learn:

• Industry publishing and engagement benchmarks on social
• The content qualities audiences say makes brands stand out
• The formats and faces audiences want brands to highlight more in 2024

Download this report to shape a social content strategy that speaks directly to your audience and leapfrogs the competition.

The post The 2024 Content Benchmarks Report appeared first on Sprout Social.

Whether it’s a brand promotion, video, news update or even a meme, visual content rules the social media landscape. What has become so important is effectively conveying your brand on social media through images and video.

The visual face of your brand is oftentimes the first thing your audience sees and possibly the one thing they remember. It’s difficult to reuse the same image across all social networks unless you have a free social media image resizing tool like Landscape.

Sprout Social’s very own tool is free to use to resize, crop and scale social media image sizes. And along with our resizing tool, we’ve provided all the specific dimensions and a few quick tips to help you decide which image best fits each position.

Before we get into it, here are some additional resources:

• Easily reference this social media image sizes list in our always up-to-date Google Doc.
• Bookmark our social media video specs and ad guide!
• Download free social media images that are already optimized!

Easily manage multimedia content with Sprout

Sprout’s Asset Library simplifies publishing and asset management by providing you with a centralized location to store images, videos and text.

Quickly create, organize, edit and publish assets directly from the Asset Library to deliver on-brand, visually engaging posts for any connected social network.

Start Your Free Trial

Social Media Image Sizes Per Network

These links will make it easier for you to navigate to the specific social media image sizes per network:

• Facebook
• Twitter
• Instagram
• TikTok
• LinkedIn
• Pinterest
• YouTube
• Google My Business

Facebook Image Sizes

With 2.96 billion monthly active users, Facebook is the world’s largest social network. For that reason alone, it’s important to have attractive and engaging images that are optimized for the platform.

Remember that different devices, whether it’s mobile or desktop, render differently. Make sure that you are choosing dimensions based on where you want the majority of viewers to see your image.

Learn more about Facebook image sizes

Get specs and tips for implementing the best visual content on Facebook with these guides:

• Always up-to-date list of Facebook ad sizes & specs
• The Picture-Perfect Facebook Cover Photo Size
• Facebook Event Photo Size & Dimensions Guide

Facebook Profile Picture

Say cheese: your profile picture represents you or your brand on Facebook. This is the round photo that appears on your timeline layered over your cover photo. Your profile picture will also appear when you post to other walls, comment on posts or when your profile is searched.

Facebook profile picture image guidelines

• Recommended image size: 320×320 pixels
• Minimum file size: 180×60 pixels
• Displays:
  • 176×176 pixels (desktop)
  • 196×196 pixels (smartphones)
  • 36×36 pixels (most feature phones)
• Recommended file type: JPG, PNG
• Profile pictures are cropped to a circle

Facebook Business Page Profile Picture

Facebook changed its Profile image for Business Pages to appear to the left side of the screen. The new look helps Facebook Business Pages follow a similar appearance as personal accounts. However, the dimensions are the same, but the photo appears on the page slightly different.

Facebook Business Page profile image guidelines

• Recommended image size: 320×320 pixels
• Minimum file size: 180×60 pixels
• Displays:
  • 176×176 pixels (desktop)
  • 196×196 pixels (smartphones)
  • 36×36 pixels (most feature phones)
  • Recommended file type: JPG, PNG
• Profile pictures are cropped to a circle

Facebook Profile and Business Page Cover Photo

Your Facebook cover photo will only appear on your Facebook timeline, and it stretches across the entire screen, which gives you more freedom to choose something creative or supplement your profile picture. Where your profile picture might be a good choice for a picture of you or a brand logo, use this space to post something that speaks more toward you as an individual or as a brand.

Facebook profile and Business Page cover photo image guidelines

• Ratio: 16:9
• Minimum required size: 400×150 pixels
• Recommended image size: 851×315 pixels
• Mobile display size: 640×260 pixels
• Max file size: 100kb
• Recommended file type: JPG, PNG
• Notes:
  • The left side of your cover photo will be covered by your profile picture. On mobile, it could be 75% of your profile picture will overlap into the cover photo.
  • Images with a logo or text may be best as a PNG file
  • Business Page dimensions are exactly the same as personal accounts.

Facebook Shared Image

A shared image is one of the most common forms of sharing on Facebook. These images will always appear on your timeline, and ideally they will show up in most of your followers’ News Feeds — though with the Facebook algorithm determining which content will be served, it’s unlikely that everyone will see your post. The more people engage with your post, the more likely it is that the rest of your followers and their followers will see that activity.

Facebook shared image guidelines

• Recommended image size: 1080×1350 pixels
• Maximum file size: 8MB
• Recommended file type: JPG, PNG, GIF
• Appears in feed at a max width of 470 pixels (will scale to a max of 1:1)
• Appears on page at a max width of 504 pixels (will scale to a max of 1:1)

Facebook Shared Link

Another great tool in your Facebook belt is the ability to share a link. It’s very similar to posting a shared image, but it gives you even more fields to work with. You can choose to create a shared link with a small square image to the left and text on the right, or with a larger rectangular image on top with text underneath.

Facebook shared link image guidelines

• Recommended image size: 1080×1350 pixels
• Displays:
  • 479×246 pixels (desktop)
  • 320 pixel width (mobile)
• Minimum size: 200×200 pixels
• Maximum file size: 8MB
• Facebook will scale photos under the minimum dimensions. For better results, increase image resolution at the same scale as the minimum size.

Facebook Event Image

Facebook Events help capture the attention of users and cut through the noise on Facebook. Reminders are sent to your audience and having a good space with an even better image is important. Make sure you have the right dimensions down for a Facebook Event cover photo.

Facebook Event image guidelines

• Recommended image size: 1920×1005
• Facebook will scale down to minimum dimensions: 400×150 pixels
• Facebook recommends for best results, choose photos that are 400×150 pixels.

Facebook Fundraiser image

Facebook has added the ability to create a fundraiser for charitable organizations or personal causes. The cover photo for these fundraisers slightly varies from a typical Facebook cover photo, with a minimum size of 400×150. The best experience across many display types will come from a higher resolution image, though.

Looking for Facebook ad sizes?

Facebook ad formatting can be even more complex than organic posts, so for more guidelines, check out our complete guide to every Facebook ad size!

Find more information on the image sizes for Facebook, visit the Facebook Help Center.

Twitter Image Sizes

With 436 million monthly active users, Twitter is one of the social media networks that your customers will most often use to discuss your brand.

X (fka Twitter) Profile Photo

Your X profile photo is the main image that represents you or your brand across the network. It’s going to be seen across the site in a number of places by a number of people so make sure it’s of the highest quality. Here’s the places your profile photo will be visible on the site.

• On your page: The largest display of your profile picture is on your homepage and can be viewed by your followers as well as individuals who stumble upon your page.
• In-stream: A smaller version of your profile picture appears in a follower’s X stream every time you Post or are Reposted.
• Who to follow: Your profile picture is also going to appear next to a link to your page in the “Who to follow” box. This is located directly to the right of your X stream on desktop. Choose a recognizable image here.

X (fka Twitter) profile photo image guidelines

• Recommended image size: 400×400 pixels
• Maximum file size: 5MB
• Image types include: JPG, GIF or PNG

X (fka Twitter) Header Photo

Your header photo is the image that spans the top of your X profile page. It’s quite a bit larger than your profile photo so make sure to save it at the highest resolution possible. Because you have more room to be creative with this picture and it will likely be the first thing your visitors see, make it something captivating.

X (fka Twitter) header image guidelines

• Recommended image size: 1500×500 pixels
• Maximum file size: 5MB
• Recommended file type: JPG, GIF or PNG

X (fka Twitter) In-Stream Photos and Shared Links

X users can attach photos to any of their Posts. Depending on whether you’re attaching one or many photos or sharing a link, the way photos crop and display in stream will vary slightly.

Fortunately, in 2021, X made waves with #TwitterCropIsGone, eliminating the sometimes-unfavorable automated cropping for vertical images that had often become the subject of memes and in-jokes among users of the platform. Extremely wide or tall images with unusual dimensions may still get cropped, but for most images in standard 4:3 or 16:9 dimensions, you won’t have to worry as much about centering subjects around automated cropping.

The following are some best practices to get an optimal result, and you can also preview the end result in Sprout’s Compose window before you publish.

Recommended sizes for images by types of Posts:

• Recommended image sizes:
  • Minimum: 600×335 pixels
  • Landscape: 1024×512 pixels (minimum) and 1600×900 pixels (recommended)
  • Square: 1080×1080 pixels
  • Portrait: 1080×1350 pixels
• Recommended aspect ratio: 16:9
• Maximum file size:
  • 5 MB for JPG, PNG on mobile and desktop
  • 5 MB for GIFs on mobile
  • 15 MB for GIFs on desktop
• Maximum number of images per post: 4 images

Find more information on in-stream photos at the X Help Center.

Instagram Image Sizes

Instagram is one of the most popular photo-sharing social networks. It’s the best place to showcase your visual creativity, even down to making a compelling grid out of the way your photos’ thumbnails display in sequence.

Instagram Profile Picture

Instagram is based on visuals, which should be an indication of how important it is to follow these image size guidelines. Ensure your profile image is recognizable so users can find you even easier through search or explore.

Instagram profile picture image guidelines

• Recommended image size: 110×110 pixels
• Recommended aspect ratio: 1:1, 4:5

Instagram Photo Size (Feed & Ad)

Because Instagram is all about sharing visual content – both images and videos – that appear in your followers’ feeds, it’s important to use higher resolution photos. Whether you’re posting natively in the app, via desktop or through a social media management tool, these guidelines below will help you put your best foot forward.

Instagram photo size (feed & ad) image guidelines

• Recommended image size: 1080×1080 pixels or 1080×1350 pixels
• Recommended minimum width: 1080 pixels
  • Images with a width between 320 and 1080 pixels will be kept at the original resolution as long as it fits the recommended aspect ratio listed below
  • If images are a lower resolution, Instagram will enlarge to a width of 320 pixels
  • If images are a higher resolution, Instagram will shrink it to a width of 1080 pixels
• Recommended aspect ratio: 1.91:1 or 4:5
  • Images will be cropped to fit a supported ratio
• Maximum file size: 8MB
• Recommended file type: JPG and PNG
• Maximum number of images per post: 10 images

Instagram Photo Thumbnails

When someone goes to your page, they’ll be presented with all of your content arranged in rows of thumbnails. These smaller renditions of your images and videos will expand when clicked and include a place for people to comment.

Instagram photo thumbnails image guidelines

• Thumbnails will appear at 161×161 pixels
• Recommended image width: 1080 pixel
• Feed aspect ratio: 1:1

Instagram Stories

Instagram Stories are a popular source of visuals on the app. There are both video and image options available to publish. And while this feature was originally meant to be ephemeral, it’s possible to upload your own content and build a strategy around Stories engagement.

Instagram Story image guidelines

• Recommended resolution: 1080×1920
• Minimum resolution: 150×150
• Aspect ratio: 9:16
  • Aspect ratio for Instagram Story images published through Sprout: 4:5 to 1.91:1

For those looking for more info on Instagram ad sizes, including video specs, check out this guide!

TikTok Image Sizes

With 1 billion monthly active users, TikTok has grown considerably over the last few years. With nearly half its users under the age of 30, TikTok is becoming the social platform for younger target audiences.

TikTok Profile Image

All TikTok users have the option to upload a profile image to their accounts. This is the perfect opportunity for businesses to showcase their personalities through branding or to highlight a specific campaign.

TikTok profile image guidelines

• Minimum image size: 200×200 pixels
• Recommended file type: JPG, GIF or PNG

Looking for more TikTok specs? Our Always-Up-To-Date Video Specs guide can answer those questions.

LinkedIn Image Sizes

With 467 million registered users, LinkedIn is the world’s largest professional network. Where other social networks may be good drivers of traffic and customers, LinkedIn is a great place for you to source great employees and to connect with other industry leaders.

LinkedIn Personal Profile Image

LinkedIn started using a new layout for personal profiles and kept the box logo with company pages (more on that below). However, the personal profile dimensions for LinkedIn is very straightforward. This is the main image that represents you on your personal profile. So anytime someone takes a look at your profile for some quick info, this is the prominent image that represents you. It’s important to get the size right.

LinkedIn personal profile image guidelines

• Minimum image size: 268×268 pixels
• Recommended image size: 400×400 pixels
• Maximum file size: 3MB
• Recommended file type: JPG or PNG

LinkedIn Cover Image

LinkedIn’s background image is a newer feature for your personal profile. It’s a little bit trickier to find something that really fits that space well, but if you get it right, your profile will look great.

LinkedIn cover image guidelines

• Recommended image size: 1128×191 pixels
• Maximum file size: 3MB
• Recommended file type: JPG or PNG

LinkedIn Company Logo Image

One of the two brand logos that you should be uploading to LinkedIn is the standard company logo. This is the bigger of the two and is going to show up right next to your brand name on your LinkedIn homepage. This image also appears in the “Companies you may want to follow” section. The more enticing the photo, the more likely you’ll gain followers.

LinkedIn Company logo image guidelines

• Minimum image size: 268×268 pixels
• Recommended image size: 400×400 pixels
• Maximum file size: 3MB
• Recommended file type: JPG or PNG

LinkedIn Company Cover Image

Unlike the personal background image, the company or standard business background image covers the entire top of the page. The image appears much larger than the personal dimensions, giving businesses a bit more space.

LinkedIn Company cover image guidelines

• Recommended image size: 1128×191 pixels
• Maximum file size: 3MB natively
• Maximum file size: 5MB via Sprout
• Recommended file type: JPG or PNG

LinkedIn Shared Image or Link

This size works for LinkedIn posts that share a photo or a link with an image to a blog post or article to your company page’s feed.

LinkedIn shared image or link image guidelines

• Recommended image size for links: 1200×627 pixels, based on mobile scaling
• Recommended file type: JPG or PNG

LinkedIn Life Tab – Main Image & Company Photos

The Life tab on LinkedIn company pages lets you provide a more in-depth look at the day to day experience of your company’s employees. Currently, the two types of images you can upload here are the main image, which serves as a hero and highlight to your page, and the horizontal scrolling gallery of other company photos beneath.

LinkedIn Life tab image guidelines

• Recommended size for main image: 1128×376
• Recommended size for company photos: 900×600
• Recommended file type: JPG or PNG
• The Life tab only appears on the mobile app, and not the mobile web version of LinkedIn, so exact display sizes will vary by device. Upload the recommended size for the best experience.

Find more information in the LinkedIn Help Center.

Pinterest Image Sizes

Pinterest Profile Picture

When setting up your Pinterest account you have the option to do so using Facebook, Google or email. If you choose Facebook or Google, Pinterest will pull in the profile image that you have set there.

If you’re using email, or would prefer to use a different photo, you can do that too: just upload a square photograph (the larger the better) and Pinterest will resize it to fit. Like other social sites your profile picture on Pinterest should be something closely tied to you or your brand.

Pinterest profile picture image guidelines

• Recommended image size: 165×165 pixels
• Maximum file size: 10MB
• Recommended image type: JPG and PNG

Pinterest Pin Sizes

When adding a pin to your board, it’s important to remember that Pinterest puts a limit on the width of the image but not the length. This gives you the opportunity to add a photo that’s square or one that will scale to be even taller. Just remember to make sure you’re creating large images because they add more value, not just because you can.

Pinterest Pin sizes image guidelines

• Recommended image size: 735×1102 pixels
• Recommended ratio: 2:3
• Recommended file size: 20MB max, but only 10 MB when publishing via Sprout
• Recommended file type: JPG, PNG, GIF
• Note: Larger are resized to display at a width of 238 pixels with scaled height in feeds.

Text Guidelines

• Title character count: 100 characters max
• Textbox character count: 250 characters max

Pinterest Board Display

Creating boards is one of the most important things that you can do on Pinterest. Not only is it important to choose a photo that is enticing to your audience, it’s important to choose one that’s relevant to that particular board.

Pinterest Board display image guidelines

• Final display: 222×150 pixels (large thumbnail)
• Final display: 55×55 pixels (smaller thumbnail)

Find more information in the Pinterest Help Center.

YouTube Image Sizes

YouTube has more than 2.5 billion unique users every month and is available on hundreds of millions of devices. Millions of brands have already realized that YouTube is a great opportunity to reach their fan-base.

YouTube Channel Profile Image

YouTube allows you to select different profile image borders, but the dimensions stay the same. Ensure your YouTube has a profile image set up before you select your border.

YouTube Channel profile image guidelines

• Recommended image size: 800×800 pixels
• Minimum image size: 98×98 pixels
• Maximum file size: 4MB
• Recommended image files: PNG or GIF (no animations)

YouTube Channel Cover Photo

Spice up your YouTube channel with some “channel art.” When users click through your YouTube videos to your channel, some appealing images could entice them to stay on your page longer and watch more of your videos.

YouTube Channel cover photo image guidelines

• Recommended file size: 2560×1440 pixels
• Minimum file size: 2048×1152 pixels
• Safe area for mobile and web (without text and logo cropping): 1546×423 pixels
• Maximum file size: 6MB
• Recommended image files: PNG or GIF

Across Different Devices

There are a lot of different platforms and devices that users can stream YouTube on so it’s important that you review your creative across devices and confirm that the most important parts of your image, such as text or logos, are displaying legibly in the “safe zone” noted above.

Find more information in the YouTube Help Center.

YouTube Video Uploads

Uploading your content to YouTube is the one of the most important parts of establishing your presence on the site. Videos can tell viewers something about you as a person, or it could show off something that your business might offer.

YouTube video guidelines

• Videos must maintain a 16:9 aspect ratio. Smaller videos such as 4:3 will be pillarboxed to fit.
• YouTube Shorts must maintain a 9:16 aspect ratio and 1920×1080 pixels.

For more on the specifics of YouTube video optimization, or to size video on any other social network, check out our complete guide to social media video specs.

Google My Business Image Sizes

Google My Business has become an essential platform for businesses with local, brick-and-mortar presences to gain visibility and conduct their review management strategy.

Types of Images for Google My Business

• Logo: Your recognizable logo image. May not be available for all types of businesses–see Google guidelines for more detail.
• Cover photo: A photo of your business that will typically be the first one shown. Choose a photo that gives the best overall representation of your place of business for this photo.
• Business photo: You can use your other business photos to highlight different elements of your business or offices and help show off what local visiting customers should look for when they stop by.

For all three types of images, Google’s official guidelines recommend the below specs for the best appearance on the platform.

Google My Business image guidelines

• Recommended resolution: 720×720 pixels
• Minimum resolution: 250×250 pixels
• File size maximum: 5 MB
• Image file type: JPG or PNG

The post Always up-to-date guide to social media image sizes appeared first on Sprout Social.

What’s driving the interest in frontline employee content? The demand for more authentic marketing from brands. According to the latest edition of The Sprout Social Index™, consumers believe they don’t see brands sharing enough authentic, non-promotional content or transparency about business practices and values. Fill this gap by tapping into frontline employee engagement on social media.

When brands make frontline employees the stars of their posts and campaigns, it spurs greater audience engagement and strengthens your brand reputation. In this article, we share examples of brands that have mastered getting frontline workers involved in social content, and break down how to build your own strategy.

What does frontline employee engagement on social media look like?

Aside from being relatable, frontline employee content can look different depending on your brand, audience and, most importantly, employees. Here are different ways to approach employee engagement on social, and real brand examples to inspire your strategy.

Experiment with lo-fi production

For followers craving employee realness, lo-fi content is exactly what the doctor ordered. Like in this video from Mayo Clinic nursing. The video features nurses responding with contempt when someone off-camera describes the room as “quiet.” The “q-word” is bad luck in the nursing field—an omen that chaos is just around the corner.

The eight-second video appears to be shot on a phone, probably requiring minimal production lift. Yet, it received over 5 million views, nearly 750,000 likes and over 5,300 comments. Response to the video was overwhelmingly positive, with fellow medical professionals and frontline employees in other fields affirming the “q-word” phenomenon.

Why it works: Lo-fi content alone might not give you these performance results. The magic comes from tapping into the universal truths known by your employees on the front lines, and asking them to take the reins and capture content. Lo-fi content from the field gives customers and potential employees a realistic view of what your company culture is really like.

Lean into heartfelt moments

Every frontline employee has a story, and weaving their stories together creates the tapestry of your company culture. Lean into the emotional, inspiring stories unique to your team. In American Airlines’ series, GenAIRations, the airline shares stories of families who have built multi-generation careers at the company. Like in this video about the “Rodriguez Five,” siblings who followed in their father’s aviation footsteps.

Or this video of a single father whose hard work empowered his daughter to become one of the youngest Latina pilots in the airline’s history.

It’s hard to watch those videos without getting misty-eyed. The emotional narrative builds up to a key conclusion: The sky’s the limit for people (and families) who choose to build careers at American. The compelling series has been watched by 14,000 people on YouTube, and videos repurposing the content on Facebook, Instagram and LinkedIn gained nearly 9,000 engagements.

Why it works: A meet the team series like GenAIRations highlights the frontline employees who are crucial to shaping your brand and customer experience. Tapping into heartfelt stories like these can reinforce your people-first culture, demonstrate how much your company cares about its team members and humanize your brand.

Find levity and humor

It’s equally possible to highlight your frontline employees with light-hearted content. When Lyft rolled out their Women+ feature, a new program that matches women and non-binary drivers and riders, they promoted the launch with whimsical videos of what Women+ rides would look like.

In this video, Dana, who is a real Lyft driver, picks up two passengers. During the ride the trio listens to daily affirmations, experiments with gemstones and picks up milkshakes.

The TikTok video received an astonishing 24 million views, 117,000 likes and 653 comments (as of the date of publishing). Users were quick to praise the video and celebrate the new feature in the comments section, sharing their enthusiasm and eagerness to use it.

Why it works: The issue of women and non-binary people’s safety using rideshare services is serious. But by centering the experiences of women and non-binary drivers and passengers, Lyft was able to approach the topic with relatability, optimism and care. Frontline employee content enables brands to show their customers they understand their needs and concerns, and they can play a major role in new product promotions.

Let employees shine

Some of the best employee content comes from companies elevating the day-to-day work of their frontline team members. When the Chicago Cubs baseball team posted a video of their hot dog vendors demonstrating their signature calls for National Hotdog Day, the video was a viral homerun, scoring over 42,000 likes, 900 comments and almost 5,500 shares on TikTok. The video even outperformed content featuring the team’s players.

Baseball aficionados and casual fans were quick to sound off in the comments with their love for the franchise and the vendors, and to vote for who had the best call.

Why it works: Wrigley Field is famous for its food and beverage vendors’ unique calls, but these frontline employees are often overlooked by mainstream media in favor of the players and coaches. By shining a spotlight on these hardworking employees, the Cubs reinforced why the work they do is critical to the park’s success. Which team members are the unsung heroes of your business? Elevate them in your social content.

How to encourage frontline employee participation in social content

Frontline employee engagement on social media starts with support from all levels of leadership. Some employees might shy away from the camera—afraid they don’t have enough training or media savvy. Others might not have enough time to prepare or capture content, and will worry about the time commitment of getting involved.

Here are actionable ways you can encourage frontline employees to participate in your brand’s social content, and reassure them you have their back.

Give your social and content teams freedom to spend time on the front line

There’s only so much you can capture from the corporate office. You need footage in-store, in your restaurant, on the factory floor, from the hospital, etc. For example, a majority of San Diego Zoo’s content is produced on site.

By sending your content and social teams to “the trenches,” it will make it easier to document the front lines, and build relationships and establish trust with frontline employees.

Create a feedback loop

By deepening these connections, you can pave the way for frontline employees to capture their own content, like this example provided by an aquatic conservationist for the Oklahoma Department of Wildlife Conservation’s #GarWeek.

When your frontline employees do have content ideas to share, make sure they know where and how to surface them. This will reassure them that you see value in their ideas, and create an open dialogue where you surface customer insights revealed in day-to-day operations.

Take recommendations

Finding the right people to spotlight can be a huge challenge in larger orgs, especially multi-location brands (like restaurant chains, airlines, retail, etc.) Marketing execs need to tap into their internal networks to generate excitement around this kind of effort and recruit “talent.”

Ask frontline managers and other leaders which employees they’d recommend be featured. They can help you identify team members who would represent your brand exceptionally well and be most comfortable in the spotlight.

With their input, you can pull off something like Flock Freight’s series “Humans of Trucking,” where they feature and interview professional truck drivers who have a strong relationship to their brand.

Recognize employees internally

Ensure employees get the recognition they deserve for taking part in your social content. Share frontline employee social content and performance metrics internally. Send via email, Slack or your employee advocacy platform. If frontline employees don’t have a company computer, you could also feature it on screens around your facilities.

Finally, thank frontline employees for their time, and explain how their contribution impacts your company’s business objectives.

Bring frontline employees to the forefront of your strategy

Frontline employees offer a rare authenticity that can help your brand stand out and propel your social media performance to new heights. Audiences are eager to see them in your content and, like the posts in this article demonstrate, that can translate to major engagement wins.

Looking for more insight into consumers’ evolving expectations of brand content? Read The 2023 Sprout Social Index™ to stay up to date on what consumers want from your brand.

The post The power of frontline employee engagement on social media appeared first on Sprout Social.