Social Media Marketing 2021: Strategies That Drive Results

Social media marketing in 2021 requires adapting to platform changes, algorithm updates, and shifting user behaviors. At Softechinfra, we help businesses build social media strategies that drive measurable results.

Platform Strategies

TikTok Strategy

TikTok isn't just for teenagers anymore. Brands achieving success focus on authentic, entertaining content, trend participation, and behind-the-scenes glimpses. The algorithm rewards engagement over follower count.

Content Strategy Framework

Content Pillars

Engagement Strategy

• Respond to comments within 1-2 hours
• Create branded hashtags for UGC campaigns
• Feature customer content on your channels
• Use polls and questions to boost engagement
• Handle complaints publicly and professionally

Influencer Marketing

Micro-Influencers Win

Micro-influencers (10K-100K followers) deliver higher engagement rates, niche audiences, and authentic connections at lower costs than mega-influencers. Long-term partnerships outperform one-off posts.

Paid Social Strategy

Organic reach continues declining. Budget for paid promotion across platforms, allocating based on performance data. Test multiple platforms before committing budget—what works on Instagram may fail on LinkedIn.

Measurement

Metrics That Matter

• Awareness: Reach, impressions, follower growth
• Engagement: Rate, comments, saves/shares
• Conversion: Website traffic, leads, sales attribution

For deeper analytics on converting social traffic, see our guide on e-commerce conversion optimization.

Key Takeaways

• Video dominates—especially short-form (Reels, TikTok)
• Authenticity beats polish on most platforms
• Micro-influencers deliver better ROI than celebrities
• Budget for paid promotion—organic reach is declining
• Focus on 2-3 platforms, not all of them
• Measure what matters—engagement and conversions, not vanity metrics