Orange 142, a subsidiary of Direct Digital Holdings (NASDAQ: DRCT) and a leader in mid-market digital marketing, today unveiled a comprehensive guide of social media marketing best practices. The guide is designed to help marketers overcome key challenges on platforms including Instagram, TikTok, Facebook, and LinkedIn.
With over 5 billion global social media users and social commerce expected to drive 17% of global e-commerce by 2025, social media has become a critical component of modern marketing strategies. Orange 142’s Emerging Channels Committee developed the guide to address issues such as declining organic reach and fragmented performance metrics, while offering actionable insights across organic growth, paid campaigns, and influencer-led marketing.
Lindsey Wilkes, Senior Vice President of Business Development at Orange 142, emphasized the evolving role of social media: “It’s no longer just a tool for brand awareness—it’s a platform for building customer trust and loyalty. Our guide equips marketers with proven strategies to engage audiences online and convert real-time interactions into measurable outcomes.”
Targeting small to mid-sized businesses and agencies, the guide tackles common hurdles including the impact of emerging platforms like Threads and Lemon8, and the growing influence of artificial intelligence on content creation and personalization. Key recommendations include:
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Setting tailored campaign objectives per platform
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Crafting content that captures attention and builds trust
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Leveraging data to inform creative and posting strategies
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Managing community engagement in real time
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Balancing consistent messaging with trend-driven flexibility
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Building loyalty through organic, paid, and influencer content
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Maintaining trust and performance in privacy-focused environments
The guide also provides tactical frameworks to navigate shifting algorithms, optimize content strategies, and enhance return on investment in today’s fragmented digital landscape. Case studies featuring brands such as Ghia, which pioneered storytelling on Instagram, and Nature Valley, which achieved viral success on TikTok, illustrate how brands are using native platform tools like Reels and short-form videos to convert audience engagement into tangible growth.
Orange 142’s best practices guide represents a timely resource for marketers aiming to maximize the impact of their social media efforts amid a rapidly evolving digital ecosystem.
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