Social media is an integral part of our lives. We use it for everything from networking to staying up on the latest news. The social media landscape is ever-changing and rapidly evolving. Every generation that comes along drives the changes as their needs change what we do in social networks! As a result marketing strategies must also adapt to stay relevant for consumers in this constantly changing world.
From Hubspot’s State of Inbound Marketing Trends and one of the largest collections of social media statistics, we’ll explore some key findings and best practices for inbound marketing by marketers. We even share how to use the findings so you can shift your marketing to optimize social media driving customers and sales to your small business.
Videos are the top content marketing media format for the third year in a row. Short-form video content like TikToks and Instagram Reels are the most effective type of social media content.
A survey by Hubspot found that 30% of social media marketers planned to invest in short-form video over any other marketing trend in 2022. Plus, 51% of the marketers already using the format were planning to increase their investment by the end of 2022. Businesses are using 15-second to 3-minute videos to educate, inform, inspire, show off company culture, and entertain.
Social media is the #1 marketing channel in 2022. Instagram, YouTube, and Facebook are the top 3 social media platforms marketers are using.
Last year, YouTube was the 4th most popular platform, and it’s now #2. With all the buzz about TikTok, it’s still ranked 6th among marketers however 62% of marketers plan to increase their investment in TikTok! Any reason to believe TikTok doesn’t leap into the top-3 next year?
83% of marketers believe it’s more effective to create higher quality content less often.
No one will follow you or buy your products or services unless you give them a compelling enough reason. That reason? WIIFM – What’s In In For Me? Is it entertaining, inspiring, or educating? If not, start over. Dig deep into your customer pain points and your analytics to create high-quality content that resonates and adds value to their day.
And don’t believe you need to post every day. Twitter is the only platform marketers are posting on every day. All others average 4-6 posts a week.
Facebook has the best ROI for social media ads versus other platforms
Makes sense considering Facebook’s initial reach – the largest – 59 percent of the world’s social networking population, 2.91 billion users worldwide. 7 in 10 Facebook users say they visit the site daily. (98% by phone.)
Facebook has more than 70 different ad types, making the possibilities for marketing campaigns incredibly diverse. From boosting posts or creating a paid advertisement that will display on users’ newsfeeds, you can also create lead ads, which are worth exploring if your goal is generating leads!
Our advice and #BTYTips:
- Start practicing your video recording and editing skills and see how you can scale up your YouTube, Instagram, and TikTok marketing strategies now.
- Think about using short-form video in conjunction with influencer marketing, creator programs, UGC (user generated content) and EGC (employee generated content), and company culture and hiring initiatives.
- Make the highest quality content possible, even if it means posting less often. For ideas see Like-driving Instagram Images, Facebook Post Ideas, and Video Content Ideas.
- Concentrate on one social media outlet. Which one? Not the trendy one. The one where your customers are. “Own it.” Get good at it – really good! Then start on a second platform. Don’t exhaust yourself trying to post on six, seven, or eight platforms daily or weekly.
It’s important to note that no matter what these or other benchmarks say, the most important metrics for your business’ success are your own. Once you’ve created and launched your marketing campaigns, website, emails, social media posts, and events, you can continuously test and optimize your marketing strategy based on how your audience responds. Those are the metrics that matter most!
If you need help, contact us about our content development and/or social media management services.
Sources: Hubspot’s State of Inbound Marketing Trends; 100+ Statistics & Trends in Social Media (2022)