New guide offers actionable insights for engaging audiences, maximizing ROI, and navigating a rapidly evolving social media landscape
AUSTIN, Texas, June 5, 2025 -- Orange 142, a division of Direct Digital Holdings (NASDAQ: DRCT) and a leader in digital marketing for mid-market brands, today released a new best practices guide focused on social media marketing. The guide is designed to help marketers drive impact across platforms like Instagram, TikTok, Facebook, and LinkedIn.
With more than 5 billion users worldwide and social commerce projected to drive 17% of global e-commerce by 2025, social media has become essential for modern marketers. Developed by Orange 142's Emerging Channels Council, the guide outlines how brands can activate organic, paid, and influencer-led campaigns while navigating evolving trends, emerging technologies, and shifting privacy regulations.
"Social media is no longer just a tool for awareness, it's where brands now earn the trust and loyalty of their customers," said Lindsey Wilkes, SVP, Business Development at Orange 142. "Our guide arms marketers with proven strategies to meet their audience where they're at online and turn real-time engagement into measurable results."
A Practical Playbook for SMBs and Agencies
As audiences become harder to reach through traditional channels, social media remains one of the most powerful environments to build brand affinity and drive conversions. The guide addresses common challenges, from declining organic reach to fragmented performance metrics, and offers solutions for overcoming them. It also explores the role of emerging platforms like Threads and Lemon8, the growing impact of AI on content creation and personalization, and includes practical guidance on how to:
- Setting platform-specific campaign goals
- Creating content that drives both attention and trust
- Using data to inform creative and posting strategy
- Managing community engagement in real time
- Balancing consistency with trend-driven flexibility
- Building loyalty through a mix of organic, paid, and influencer content
- Maintaining trust and performance in a privacy-first landscape
The guide delivers tactical frameworks for navigating shifting algorithms, optimizing content strategies, and driving ROI across today's fragmented digital landscape. From Ghia's Instagram-first storytelling to Nature Valley's viral TikTok success, real-world case studies demonstrate how brands use platform-native tools like Reels and short-form video to turn audience engagement into measurable growth.
To read the Social Media Marketing Best Practices Guide or explore additional Emerging Channels resources, visit: https://orange142.com/emerging-channels-hub
About Orange 142
Orange 142 is a digital marketing and advertising company with offices across the US. We service marketers and agencies. We are part of Direct Digital Holdings, the ninth Black-owned company to go public.
We help marketers of all sizes grow their reach and revenue through data-driven media strategies. We also partner with agencies and execute campaigns on behalf of their clients.
Our team of experts deeply understands the digital landscape and the latest advertising and marketing technologies. We work closely with our clients to develop and execute custom advertising and marketing campaigns that meet specific goals.
We are committed to providing our clients with the highest service and transparency. Open communication and collaboration are essential to the success of every advertising and marketing initiative.
About Direct Digital Holdings
Direct Digital Holdings (Nasdaq: DRCT) combines cutting-edge sell-side and buy-side advertising solutions, providing data-driven digital media strategies that enhance reach and performance for brands, agencies, and publishers of all sizes. Our sell-side platform, Colossus SSP, offers curated access to premium, growth-oriented media properties throughout the digital ecosystem. On the buy-side, Orange 142 delivers customized, audience-focused digital marketing and advertising solutions that enable mid-market and enterprise companies to achieve measurable results across a range of platforms, including programmatic, search, social, CTV, and influencer marketing. With extensive expertise in high-growth sectors such as Travel & Tourism, Energy, Healthcare, and Financial Services, our teams deliver performance strategies that connect brands with their ideal audiences.
At Direct Digital Holdings, we prioritize personal relationships by humanizing technology, ensuring each client receives dedicated support and tailored digital marketing solutions regardless of company size. This empowers everyone to thrive by generating billions of monthly impressions across display, CTV, in-app, and emerging media channels through advanced targeting, comprehensive data insights, and cross-platform activation. DDH is "Digital advertising built for everyone."
For more information, visit www.directdigitalholdings.com.
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