Social media marketing isn’t just about views— it’s about sustained growth and measurable returns.
Consistency beats hype. Strategy beats trends
Platform shifts have changed how Trinis discover and engage with brands. While TikTok and Instagram dominate attention today, Facebook remains a critical pillar. We build social media systems designed for longevity: balancing relevance, visibility, and performance across platforms as behaviors evolve.
The Social Media Landscape
in Trinidad & Tobago and the Caribbean
The Social Media Reality in Trinidad & Tobago
The rise of TikTok totally changed the game; there’s been a significant shift in the demographics,. Young Trinis are using TikTok and Instagram as their platforms of choice and TikTok’s video-centric platform forced all competitors to adjust. However, Facebook is still on the table and even if you think only ‘ole people’ are still using it, it’s not going anywhere by any stretch of the imagination.
It’s still the reality that businesses are gravitating to TikTok, and mainly because Meta has stifled organic reach to make paid ads the only way to get mileage. We’ve seen pure organic reach from TikTok far outstrip paid Facebook ads reach.
Another reality is the prevalence of videos as the main content-type, and this looks like it will stay.
Why Many Social Media Campaigns Underperform
One of the main reasons is doing it yourself, and that’s an honest objective observation. If you understand that the key construct of the term ‘social media marketing’ is the word ‘marketing’, and accept that people go to school for literally years to earn a marketing degree, then you’ll understand that doing it yourself, with basic or even relatively advanced self-taught knowledge, cannot bring the same results. This is why most social posts are product oriented- hardselling customers to ‘buy my ting’, and little or no branding and positioning.
The other reason is hiring individuals or agencies, also an honest objective observation, not up to the task to bring the desired results. But there is a big caveat here— hiring professionals require listening to and implementing their recommendations, but in our experience with clients, that’s not always the case. There are many client-side obstacles that prevent optimal results. Bottom line, the door swings both ways, valid blame can be cast either way.
The Social Media Market Today: Content vs Strategy
The local social media services market has grown rapidly, particularly since 2020 when it got most of it’s impetus. All over our newsfeeds are sponsored ads for various social media packages, making the service appear commoditized along the lines of content production. It gives the impression that businesses are shopping around primarily on price, while strategy takes a back seat.
Some do-it-yourselfers are still getting successful with churning out content, you would notice this in the foreign-used car industry. But it would seem that the strategy is content, i.e. it’s figured out that such a strategy will work.
Our Approach: Social Media as Part of a Complete Online Ecosystem
Social media does not exist in isolation. At Forward Multimedia, our social media strategies are designed to work hand-in-hand with your website and online store to move audiences from attention to action. We craft our strategies not from the perspective of social media, but from the perspective of business; treating social media as what it is— a tool next to many other tools in your toolbox. At the moment, it is one of the most favored tools.
We also understand the long term marketing aspect of branding and positioning over constantly employing hardselling sales tactics that only secure the immediate sale.
With Forward Multimedia you get agency-level service— like the big names many businesses can’t afford, at a price you can afford.
Current Social Media Trends
Types of
Social Channels we Promote
Sales-Driven Social for an Established Audience
Facebook remains one of the strongest platforms for driving short-term sales and promotions in Trinidad & Tobago, and despite it often written off for only 'ole people', it's still the go-to platform for paid ads. While organic reach has diminished over the years, Facebook still performs exceptionally well for offers, product highlights, seasonal campaigns, and audience retargeting — especially for retail and service-based businesses.
Our Facebook strategy focuses on clear messaging, promotional clarity, and content that converts attention into action. Rather than posting for visibility alone, we treat Facebook as a commercial channel, supported by strong visuals, short-form video, and consistent messaging.
Visual Brand Building with Commercial Intent
Instagram is Gen Z's and Millennials' platform of choice in T&T. And because it still gets it's robust share of ole people, businesses have gravitated to it as their primary source of social media success. It therefore makes sense treat Instagram with high regard. And while Gen Z may not have the disposable income, they can still run to mommy and daddy to buy it for them.
We focus on maintaining a cohesive feed while integrating reels and motion content that support reach and engagement. Instagram is treated as both a brand showcase and a sales support channel, not just a gallery of posts.
Personality-Led Content for Organic Reach
TikTok in T&T appears to be the Pepsi to supplement when Instagram's Coke isn't working like they expect. It offers some of the strongest organic reach available today, but it demands a different mindset. Some of our clients' greatest driver of business is TikTok for the same reason, IG was not wukkin'.
Success on TikTok is less about polish and more about relatability, timing, and consistency. For many brands, this means stepping outside traditional corporate comfort zones, and this is where local businesses get it wrong— they equate it to Instagram which it is not.
We help brands participate in TikTok strategically — using personality-driven formats, voiceovers, AI video, and external talent where needed. We are very clear with clients that TikTok is a long-term visibility play, not a guaranteed viral machine. However, sometimes lightning does strike, we've seen it happen.
Sales-Driven Social for an Established Audience
Facebook remains one of the strongest platforms for driving short-term sales and promotions in Trinidad & Tobago, and despite it often written off for only 'ole people', it's still the go-to platform for paid ads. While organic reach has diminished over the years, Facebook still performs exceptionally well for offers, product highlights, seasonal campaigns, and audience retargeting — especially for retail and service-based businesses.
Our Facebook strategy focuses on clear messaging, promotional clarity, and content that converts attention into action. Rather than posting for visibility alone, we treat Facebook as a commercial channel, supported by strong visuals, short-form video, and consistent messaging.
Visual Brand Building with Commercial Intent
Instagram is Gen Z's and Millennials' platform of choice in T&T. And because it still gets it's robust share of ole people, businesses have gravitated to it as their primary source of social media success. It therefore makes sense treat Instagram with high regard. And while Gen Z may not have the disposable income, they can still run to mommy and daddy to buy it for them.
We focus on maintaining a cohesive feed while integrating reels and motion content that support reach and engagement. Instagram is treated as both a brand showcase and a sales support channel, not just a gallery of posts.
Personality-Led Content for Organic Reach
TikTok in T&T appears to be the Pepsi to supplement when Instagram's Coke isn't working like they expect. It offers some of the strongest organic reach available today, but it demands a different mindset. Some of our clients' greatest driver of business is TikTok for the same reason, IG was not wukkin'.
Success on TikTok is less about polish and more about relatability, timing, and consistency. For many brands, this means stepping outside traditional corporate comfort zones, and this is where local businesses get it wrong— they equate it to Instagram which it is not.
We help brands participate in TikTok strategically — using personality-driven formats, voiceovers, AI video, and external talent where needed. We are very clear with clients that TikTok is a long-term visibility play, not a guaranteed viral machine. However, sometimes lightning does strike, we've seen it happen.
Technologies
We use professional designing, publishing, scheduling, and analytics tools to manage content across Facebook, Instagram, and TikTok efficiently and consistently. This ensures reliable posting schedules, performance tracking, and content optimization without compromising creative quality.
AI-Assisted
Content & Development
AI as a Creative Support Tool: Artificial intelligence is used within our workflow to assist with ideation, drafting, and content adaptation — never as a replacement for strategy or human judgment. All AI-assisted content is reviewed, refined, and aligned with brand voice before publishing.
Social Media
Support
Strategy & Insights
Technical stability & content upkeep for long-term reliability
How Social Media Integrates with Web & E-Commerce
Every piece of content we publish is created with a destination in mind — whether that’s driving traffic to a landing page, highlighting products in an online store, or reinforcing trust before a purchase decision is made. This integrated approach allows our clients to extract far more value from both their social media investment and their web platforms.
Video Component
Video is the lynchpin of T&T social media
While static posts have their place, the driving force behind social media in Trinidad & Tobago is video; everyone’s feed is cluttered with all manner of video.
Forward Multimedia’s video team produces first class videos and is very well attuned to the market conditions and trends.
Managing and growing social media for brands across multiple industries!
