Crafting cohesive social media advertising campaigns in 2025
By Seun Johnson
For any brand to assume that consumers remain loyal to a single social media platform in this digital era is nothing short of a strategic summersault. Consumers might start their day scrolling through Instagram, switch to TikTok for entertainment, check LinkedIn for professional updates, and end the day catching up on X trends.
Their constant engagements with contents differently across platforms have continued to render a one-size-fits-all approach ineffective.
This fragmented behaviours present a challenge as well as opportunity for brands that leverage social media platforms for their campaigns
Brands that understand their craft now prioritize multichannel strategies to meet their audiences where they are, delivering content that aligns with each platform’s format and preferences.
While Instagram grabs audience attentions with captivating imagery and short Reels, TikTok thrives on creative and trend-driven video content. LinkedIn offers a more professional and thought-leadership content and X (formerly known as Twitter) presents a real-time engagement and conversational marketing.
By leveraging the strengths of each of these platforms, brands can amplify their reach and engagement.
In 2023, Starbucks, a coffee company that offers over 30 blend and single-origin coffee, used TikTok to create seasonal content around the Pumpkin Spice Latte (PSL) for their “Pumpkin Like It’s 2003” campaign
The company created an original TikTok with star artist, Ashanti to celebrate the PSL’s 20th anniversary. The TikTok featured a birthday song and music video.
Airbnb, an online marketplace that connect people looking for short-term rentals with property owners, is considered one of the best brands on social media because of its effective marketing strategies and storytelling.
Its Instagram account features high-quality photos of beautiful properties that make travelers want to experience Airbnb’s rentals. It also encourages guests to post their experiences on social media.
Netflix is another brand that has recorded success by building cohesive social media advertising campaigns. Through this channels, the American subscription video on-demand service, promote upcoming shows, create nostalgia for ended shows, and build community culture. It uses humor and catchy content to connect with audiences on a deeper level.
According to experts, a cohesive campaign starts with a clear brand identity that remains consistent across platforms. This includes logos, colour schemes, tone of voice and messaging. Customer should be able to identify a brand anywhere it is seen, either on Facebook, Instagram or TikTok.
The key to success in 2025 lies in creating cohesive advertising campaigns that seamlessly integrate across multiple platforms while maintaining a consistent brand message.
To achieve this, brands need to adapt content to fit the nuances of each platform. Understanding the audience is critical to a successful campaign. Additionally, the use of data analytics to determine where audience spends their time, type of content they prefer, and when they are most active are very key to the success of the campaign.
When crafting a cohesive social media advertising campaign, brands should resist the urge to overload every available platform. Not all platforms are suited to every brand’s identity or objectives.
Instead, they should strategically prioritize the platforms that resonate most with their target audience, channeling their efforts where they can create the most meaningful impact rather than attempting to conquer the entire digital platforms.
Mastering multi-channel campaigns in 2025 is no longer an option, it is a necessity for brands that want to stay relevant in a competitive digital space.
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