Social Media Today has published guides on how to build a brand presence on Facebook and Snapchat, as part of its ongoing platform overview series for marketers heading into the second half of 2026. 

Facebook: how to build a brand presence

• Research your target audience – Facebook’s Audience Insights tool provides demographic breakdowns, growth data, and benchmarking versus similar brand pages. Meta’s Ads Library allows marketers to study how competitor brands are using paid promotion and discover what messaging and creative is generating strong results. Meta AI can also be used to identify key trends and top influencers in any niche, while Meta’s Creator Marketplace provides engagement stats and audience makeup for individual creators across both Instagram and Facebook.
• Outline a strategy – Based on initial research, marketers can build a content strategy covering key topics, formats and ad outlines. Meta’s Advantage+ AI-powered ad tools are advancing in their capacity to find the right audience for each brand and campaign, and Meta also offers organic creative AI tools aligned with what is resonating in the app.
• Analyse and improve – With a clear approach in place, brands can post with defined intent and measurable targets, using Facebook Insights to track what is working and double down on the best-performing formats, times and audience segments.

For more information, visit socialmediatoday.com.

Snapchat: four tips for building a marketing strategy

• Research the competition – Snapchat doesn’t have a comprehensive public trends tool, so research is a more manual process. Marketers should search in-app for topic keywords, brand names and creators to identify which profiles, content styles and Lenses are resonating. The Snap Map can also offer context around relevant locations and local trends. Snapchat’s business resources include guides, case studies, measurement materials and training content via its Snap Focus education platform.
• Formulate a brand persona and strategy – Using initial research, marketers should establish what is working for successful brands in their niche on Snapchat and work backwards to define their own brand persona. Snapchat’s campaign case studies highlight successful ad approaches, and the platform has recently introduced AI-powered capabilities covering campaign setup and optimisation, creative development, shopping, creator partnerships and conversational experiences.
• Create a public profile – A public profile is essential, enabling all Snapchat users to find and view brand content. Snapchat describes its public profiles as a brand’s permanent storefront. Snapchat has also announced a Snap Creator Network launching later in 2026 - an AI-powered system that will help brands find creators by audience, tone, category and campaign goals.
• Analyse and improve – Brands can use audience insights within public profile settings to track what is working. For seasonal campaigns such as upcoming holiday promotions, Snapchat recommends planning early. A conversational assistant within the ad platform can also help guide paid strategy.

For more information, visit socialmediatoday.com.