Social Media Marketing That Works: How Top Brands Use Strategy, Content & Ads

For small and medium-sized businesses in Toronto, social media marketing isn’t just another buzzword—it’s a must-have channel to connect with local customers, build trust, and drive sales. But the question is: what really works?

In this blog, we break down how top brands approach social media strategy, content creation, and advertising—and how SMEs can apply the same principles, even with limited resources.

Why Social Media Marketing Matters More Than Ever

According to Statista, over 96% of Canadian internet users actively use at least one social media platform.

From Instagram and TikTok to LinkedIn and Facebook, people aren’t just scrolling—they’re discovering brands, making purchases, and forming opinions.

For Toronto-based businesses, especially in retail, beauty, food, wellness, or local services, being active on the right social media platforms can mean the difference between staying relevant or being forgotten.

What Makes a Social Media Strategy Work?

A successful social media strategy isn’t about posting daily without a plan. It’s about aligning your business goals with the right channels and content formats.

Here’s what smart brands focus on:

• Audience-first thinking: Understand who you’re speaking to. Are they millennials on Instagram? Professionals on LinkedIn?

• Platform-specific content: A TikTok video won’t work on LinkedIn. Format your content accordingly.

• Clear objectives: Are you trying to generate leads, build brand awareness, or drive website traffic?

“Strategy without execution is just a dream. But execution without strategy is a waste of resources.”

This is where partnering with a social media agency helps. They bring in strategy, creative thinking, and consistency—something many busy SMEs struggle to manage internally.

The Role of Social Media Content Creators

Top-performing brands understand that content is currency.

Whether it’s a Reels video that hits a million views or a LinkedIn carousel that sparks conversation, the job of a social media content creator is to tell stories that connect with your audience and reflect your brand values.

If you’re a small business owner, you don’t necessarily need a full-time in-house creator. Many social media agencies (like Tribe and Tales) offer content packages, helping you stay fresh without overextending your budget.

What kind of content works best?

• Behind-the-scenes photos of your team or process

• Quick product demo videos

• Customer testimonials

• Polls, quizzes, and interactive posts

• Educational “how-to” carousels or infographics

Social Media Posting: Quality Beats Frequency

Many brands fall into the trap of posting just for the sake of staying visible. But the truth is: social media posting should be thoughtful, relevant, and timed strategically.

Posting best practices include:

• Using data to identify when your audience is most active

• Mixing formats (Reels, stories, lives, carousels)

• Posting 3-4 times a week with purpose, not daily without impact

A good social media management plan focuses on both consistency and creativity. Using scheduling tools like Buffer, Hootsuite, or Later helps, but it’s the content itself that drives engagement.

Paid Ads: Amplifying What Already Works

Social media advertising isn’t just for big brands anymore. Platforms like Meta and TikTok offer budget-friendly options for SMEs—if you know how to use them.

Instead of boosting random posts, top brands:

• Use retargeting to reach people who visited their site

• Run lead gen ads with email capture forms

• Use A/B testing to find the best creative

• Combine organic and paid content for a stronger funnel

Toronto-based SMEs can often achieve great results from spending as little as $5–10/day—especially when targeting local audiences with well-designed creative.

Do You Need a Social Media Agency?

If you’re managing all of this solo—or with a small team—it’s easy to feel overwhelmed. That’s why many local businesses turn to a social media agency to handle strategy, content creation, posting, and paid campaigns.

A good agency acts like an extension of your team. They’ll:

• Build a content calendar that aligns with your goals

• Shoot and design engaging content

• Handle your social media posting

• Set up and monitor your ad campaigns

• Report on performance, so you know what’s working

And the best part? It’s often more affordable than hiring full-time staff.

What Tribe and Tales Offers

At Tribe and Tales, we help Canadian SMEs unlock real growth through tailored social media marketing strategies. We understand what works—and what doesn’t—when it comes to branding and digital outreach.

Whether you need social media management, content production, or help running effective social media advertising campaigns, we’ve got your back.

We also specialize in:

• Bold branding services in Toronto

• High-impact content marketing strategies

• Results-driven SEO for local businesses

Let’s help you show up where your customers already are online.

Quick Tips for Stronger Social Media Marketing

Here’s a quick checklist to guide your efforts:

Action	Why It Matters
Audit your current accounts	Know what’s working and what’s not
Define your content pillars	Keeps your message focused and on-brand
Use local hashtags	Increases visibility in your community
Batch create content	Saves time and keeps things consistent
Analyze insights monthly	Helps improve your social media strategy

Final Thoughts

SMM marketing isn’t just about trends—it’s about telling your brand story in ways your audience understands and appreciates. The best brands keep it real, stay consistent, and mix organic and paid efforts wisely.

If you’re a business owner or marketing lead in Toronto looking to scale your visibility online, now is the time to get serious about social media marketing.

Need a hand? Let’s talk.