Best Social Media Marketing Practices for News Publishers

Last updated on Oct 31, 2023

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Best Social Media Marketing Practices for News Publishers

Social media platforms are becoming a great landscape for news publishers covering different types of content to reach their target audience. The reason behind this is the tremendous growth of the population of users on social media platforms like Facebook, Instagram, X (formerly Twitter), etc. Recent statistics reveal that the social media population increased from 2.7 to 4.89 billion from 2017 to 2023. Moreover, it is expected to reach 6 Billion by the end of 2027.

So, social media is not just an option but a necessity to market your publications and reach target readers, clients, customers, etc. But if you are a newbie and are not acquainted with how to market your stuff and bring it into the digital spotlight. We have put together the best practices for social media marketing to help you solve this enigma.

1. Understanding the Social Media Landscape

Prior to marketing your brand, it is useful to get knowledge about the social media landscape. Social media is a diverse landscape where people come to connect with a huge target audience. As a publisher, it is crucial for you to understand this landscape.

To source and spread the content (news) on social media, it is helpful to know/understand the following points;

  • How to use the different features and which are the best features to spread your content? These include stories, reels, live streaming, etc.
  • What sort of content is popular among social media users?
  • What are the superlative strategies to make content reach a maximum audience?
  • How to market your content effectively on social media platforms.

In a nutshell, you should have familiarity with efficient strategies for social media marketing. Let’s head towards them in the following sections.

2. Building A Strong Brand Identity on Social Media

To target a maximum number of audiences, it is necessary to establish a strong brand identity on social media. Moreover, it will distinguish you from the competitors in your field by fostering trust as well as loyalty. Let’s come to the multiple ways of building a robust brand image on social media:

  • Define the goals and tenets of your brand.
  • Recognise your target market. You should focus on the preferences, needs, and pain points of the audience to come up with solutions accordingly.
  • Perform a “SWOT” Analysis of the brand to know the Strengths, Weaknesses, Opportunities, and Threats”. By finding all of these things you can a new path to your brand.
  • Make a catchy tagline to communicate essence with your brand audience.
  • Be dependable across all social media channels.

3. Best Practices for Content Creation

The most crucial practice for social media marketing is this one. You may have heard a popular phrase: “Content is King”. This phrase still holds true in the social media landscape.

Followings are the best practices for creating top-notch content.

  • Helpful: Your content should be helpful for users. For this, it should be descriptive, in-depth, time-savvy, and problem-solving.
  • Make it easier to read: Your content should be easier to understand for readers. Avoid complex wording, long sentences, juggled paragraphs, and unnecessary details.
  • Eye-catching Title: The title of your content should grab the attention of people. This will help you bring a new audience to your brand’s publications.
  • Be Unique: No one trusts in copied or borrowed content pieces. So, whether it's a video, image, text, or any other sort of content, you should be unique.

Covering all the aforesaid aspects of content creation can seem a tough job for you. In this scenario, you can deploy a paraphrase tool. A tool is handy for immediately making content at a top-notch level. If you’re not good at generating content with the proper tone, this tool will help you in changing the tone of the content to the desired one. Let’s discuss how;

Below are the prominent ways, through which the tool can help;

  • It can replace boring words/phrases with compelling and engaging terminology.
  • The tool is handy at removing any redundancies, duplication, jargons fromarticle. This way news publishers can make their content easy to understand for their readers.
  • It can help in enhancing the clarity and coherence between the sentences of your content.

4. Engagement: The Heart of Social Media Marketing Facebook Messenger Notifications

Among the social media platforms, Facebook has the highest number of active users. According to a Hootsuite report, Facebook has 2.93 billion monthly active users.Reaching out to such a large number of users is a herculean endeavor for publishers. But, through the harness of the right mediums and strategies, they can engage with a vast and diverse audience. In this scenario,Facebook Messenger notifications come into the field as an engagement hero.

Messenger notifications refer to the information or media-rich messages sent by news publishers to their users that have given permission to them. These are effectively used by retailing as well as publishing industries as an engagement channel to interact with the target audience.

5. Collaborating With Other Brands

As we know social media has become the boss of the marketing landscape. In this condition, it is a useful strategy to partner with relevant brands when it comes to promotions. While this is not possible for all types of news publishers, those covering reviews for consumer technology products, automobiles, entertainment (such as movies and shows) can have their reviews promoted on brand pages.

This will help brand followers take notice of publications thereby increasing the reach of such publishers to a broader demographic.

Furthermore, will help your brand in the digital spotlight in the following ways:

  • Large Audience: By collaborating with popular brands, you can reach a large number of relevant audiences. This is because they know the interests as well as preferences of their followers/audience.
  • Credibility: Popular brands have built their credibility in the eyes of followers/audiences by providing them with authentic content as well as products. So, when such a brand offers your publications or business, its followers will take it as a genuine recommendation.
  • Awareness: Collaboration with brands will make your publications and business exposed to a wider audience. Ultimately, your brand awareness will be increased.

In a nutshell, collaborating with famed brands will pave your way toward a broad target audience, get credibility, drive engagement, and ultimately achieve your marketing goals.

6. Paid Advertising and Promotions

One fantastic strategy for social media marketing is the utilization of paid advertising or promotions. By doing this publishers can reach out to the audience they wish to target. This is commonly seen among publishers looking to gather more subscribers for their paid subscription plans. you can

Here is an example of Indian news publisher Mint using paid advertising to promote its subscription plans to relevant audiences.

This allows the publisher to reach out to a wider audience beyond the ones who follow them on the platform. Apart from generating a few subscribers for their paid subscription, there are a few more benefits here such as:

  • Increased Brand Awareness: Advertising on social media can make your brand reach new audiences and boost awareness by improving its visibility to millions of users.
  • Cost-effective: When considering promotion or paid advertising on social media, you may worry about the cost. However, most of the social media giants offer cost-effective advertising. Here, you will only have to pay per click on your ads.
  • Targeted Advertising: Social media advertising is effective. This is because it enables businesses to reach specific audiences based on preferences, demographics, interests, and behaviors.
  • Generate Traffic: Due to higher concentration, social media ads can increase the traffic on your site.

7. Analytics and Measurement

Social media marketing is not a strategy to just configure it and then forget for further attention. But you are required to monitor it regularly to analyze what is working and what is not.

Here, are a few measurements to monitor regularly:

  • Engagement rate: You should consistently measure the engagement or performance rate of the social media marketing efforts. For this, you are required to analyze likes, comments, shares, Impressions, etc.
  • CTR (Click-through rate): Measuring “CTR” helps you know the effectiveness of your content or campaigns. So, it is useful to analyze the percentage of users clicking your CTA or links in content or ads and landing on your page.
  • ROI (Return on investment): Analyzing ROI will help you determine the revenues generated from the investment in social media marketing strategies/activities.


Social media marketing is an efficient way of approaching the maximum target audience for a brand. Following the unique ways on social media for iterating audiences will make you get high achievements. For this, you should understand the social media landscape and best marketing practices on social media.

Moreover, it is useful to measure and analyze the gains or losses of marketing activities. So, it’s time to implement the above-mentioned best social media marketing practices and make your brand prominent in the digital spotlight.

Guest Post by : Aaron Mathew
Aaron Mathew is a professional content writer and marketer. He is enthusiastic to explore the mines of unique stories with a fascinating and creative choice of words. In his spare time, he remains indulged in thinking about creative ways to be used in the next writing.
He loves to craft engaging articles, blog posts, essays, and other types of informational content.

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Aditya Shenoy
Aditya Shenoy
Aditya Shenoy is a Senior Manager for Content Marketing at iZooto. At iZooto he's helping publishers retain their hard earned audience. He has spent 8 years in the digital publishing space as a consumer technology reviewer. He has worked with Gadgets 360, India's best technology website creating content across different formats. During his stint with NDTV he reviewed nearly 300 gadgets including smartphone, tablets, and wearables. Aditya was anchoring a show called Daily 360 that used to be streamed live on the Hop Live app.

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