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Considering the popularity of Facebook, Instagram, Snapchat, and other platforms, social media marketing continues to be an effective way for brands to engage with their audiences.

In fact, research has found that 86% of social media users want to—and do—follow brands on social. What's more, 57% of people are more likely to buy from a brand that they follow on social media.

That is why brands turn to social media marketing campaigns. And with the right strategy, those campaigns can make a notable impact on marketing efforts and even drive sales.

But niche industries, such as craft beer and outdoor retail, face a unique challenge: They have very specific goods and services to promote to a small audience, as opposed to larger industries, such as CPG and financial services, which have massive audiences. Accordingly, niche industries need to speak their audience's specific language and deliver the exactly right content, or they risk losing their valued, loyal customers to a competitor.

Let's look at four successful social media marketing campaigns in niche industries and see what you can learn from them.

1. REI #OptOutside

In defiance of Black Friday, one of the biggest days of the year for retail, Jerry Stritzke, the CEO of REI released a video in 2015 as an "anti-promotion." He announced REI was closing its stores on Black Friday instead of making its employees come in to work.

That showed REI understands its customers' values. By giving employees time off and encouraging customers and others to enjoy the outdoors rather than shop indoors, it created an experience specific to its outdoors-appreciating audience.

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image of Brandon Lewis

Brandon Lewis is president and CEO of Win More Patients. Its mission is to help physicians raise their status as medical experts by achieving national recognition.