What is a social media campaign?
A social media campaign is a run of posts with one goal and an end date: filling a new class, selling out a festive menu or launching a product. The goal decides what each post says, which picture it carries and how you'll know it worked.
How long should a social media campaign run?
A social media campaign should run long enough for people to see it more than once. Buffer found accounts that posted in 20 or more weeks out of 26 got more than five times the engagement per post of those that posted in four or fewer. For a small business, a campaign of a few weeks with one or two posts each week, inside a habit of posting all year, is a sensible start.
Source: Buffer, “Consistent Posting Means 5x More Likes, Comments, and Shares: Study”, January 2025
How do you plan the posts in a campaign?
Planning a campaign starts from a short brand brief: who you serve, what you sell and how you sound. Then plan the whole run on one calendar: a teaser, the launch, proof from customers, a look behind the scenes and a last call before the end date. Write each post for the platform it's going to.
What pictures does a social media campaign need?
A campaign needs real photos of what you're promoting, wherever you can take them. Decide the look first, with a mood board of colours, light and props, then shoot to match. Use AI pictures for the parts you can't photograph, like seasonal art or a stand-in until the real shot exists.
Should you reply to comments during a campaign?
Replying to comments during a campaign goes with more engagement. Buffer found posts where the account replied did better on every major platform it measured, by 42% on Threads and 21% on Instagram. Decide upfront who answers complaints.
Source: Buffer, “The State of Social Media Engagement in 2026”
Can one tool run a whole social media campaign?
Loomis Social is built to run a whole campaign, whether you run one business or many clients. It writes the brand brief from your website, suggests campaign ideas, plans the month and drafts every post for each platform. You add your photos or make AI pictures in your look, set who approves what, and it posts and drafts replies to the comments you choose.
