eight Data-Backed Recommendations for Social media marketing Marketers in 2022 [Insights from 300+ Professionals]

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The start of the new year is an exciting time regarding marketers to re-evaluate their social media marketing techniques and take advantage of brand new opportunities as interpersonal platforms evolve.

From new features to algorithm improvements and disruptive social apps, keeping up with these changes can be challenging, but also allows you to make use of exciting new options to help your company develop better in 2022.

To help you get one of the most of your social media strategy in the new calendar year, I recently published findings from the HubSpot Blog’s Social Media Trends Survey, where I gathered data from a lot more than 300 B2B and B2C marketers to answer questions like:

  • Which social networking platforms are marketers currently leveraging?
  • What type of content are marketers posting plus which formats perform they use most?
  • Which platforms, content material types, and forms have the best RETURN ON INVESTMENT?
  • When is the greatest time and time of the week to publish on social media?
  • What challenges perform social media marketers anticipate in 2022?
  • What are marketers’ programs and expectations entering 2022? ”

I’ve taken a deep dive by means of our survey data and made a listing of some of the key suggestions social media marketers should think about in 2022. Listed below are just a few suggestions, depending on our data.

Download Now: Social Media Trends in 2022 [Free Report]

eight Data-Backed Social Media Marketing Tips for 2022

1 . Champion your company ideals

Content that reflects your brand’s values is the most well-known type of content amongst social

mass media marketers right now and has the 3rd highest RETURN ON INVESTMENT of any articles type

This will continue growing within 2022 as 95% of those who leverage this type of content plan on increasing or keeping their investment, plus 21% plan to use it for the first time

This aligns with our prior marketing trends survey, where we discovered that social responsibility will be a top trend in 2022

Additionally , we found that social media internet marketers who say their social media strategy continues to be effective in 2021 are 21% more likely to leverage content that will reflects their brand’s values than those exactly who reported an inadequate social media strategy a year ago

which content has the biggest ROI chart

2 . Embrace humorous, interactive, and relatable content.

Funny content   has the greatest ROI of any content type and it is rated the most effective simply by social media marketers

The use of funny content will continue to develop in 2022, with 33% planning to spend more in funny content  than any other format.

In addition , 56% of those who don’t use funny content plan to influence it for the first time within 2022, while 95% of those who currently use it will increase or maintain their investment this year

Online content is No. 2  when it comes to usage, ROI, and effectiveness, and will also grow significantly in 2022.

49% of those who do not leverage interactive content material plan to use it the first time in 2022, whilst 97% of those which already use it intend to invest more or even maintain their purchase this year

On top of all that, we found that social media marketers who say their social media strategy has been effective in 2021 are 25% very likely to leverage interactive articles than those who documented an ineffective social media strategy last year.

which content do marketers leverage chart

Relatable content   will see improved investment among current users as well as new users.

54% of social media marketing experts who don’t leverage relatable content are planning to for the first time this year, whilst 93% of marketers who already leverage it plan to increase their investment or keep on investing the same amount within 2022

what social media content do marketers plan to invest in chart

3. Do not choose influencers based on follower count.

Followers aren’t every thing. Influencer marketers  are usually placing an focus on quality of content material first, then wedding rates, alignment along with values, and visual, followed by follower depend at #5 on that list.

influencer vetting criteria graph

Social media marketing marketers who state their social media strategy has been effective in 2021 are 26% more likely to consider the high quality of influencers’ articles when determining which influencers to partner with on social media than those who reported an ineffective social media technique last year

Micro-influencers (10k-100k followers) are the most popular type of changer marketers work with, however it isn’t necessarily as they are cheaper. The chart below shows that the amount companies pay influencers can vary greatly, even when we account for the size of their following. This supports our discovering that follower count is not really what marketers are prioritizing when looking to partner with influencers.

how much do companies pay social media influencers chart

The quality of the influencer’s articles, the rate at which their own followers engage, and their alignment together with your brand can be much more impactful metrics of how much an changer partnership is worth.

Instagram, Facebook, and Twitter are the most widely used platforms marketers power when working with influencers.

Facebook has the best ROI for changer marketing, followed by Instagram, YouTube, Twitter, plus TikTok.

four. Explore new or emerging social media systems and features.

Social media marketers  search for new or rising social platforms  to leverage often , along with 86% searching at least once a quarter and many looking monthly (29%), every week (22%) and 20% searching multiple times a week. Just 1% state they never look for new platforms.

The top new or emerging platforms social networking marketers are purchasing are Twitter Spaces, YouTube Shorts, and Instagram Shops

At the same time, they are tugging their investment in lesser-known live audio platforms (Spoon, Riffr, Discord Stage Stations, Spotify Green Room) as more established types like Twitter begin to incorporate live sound features.

which new and emerging platforms are marketers leveraging

5. Invest in building social media areas.

64% associated with marketers are using social media communities, and this number will only keep growing, as 30% of those who don’t use social media communities intend to start in 2022.

Additionally , 96% of those who already leverage social media communities plan to invest more or even continue investing a simlar amount this year.

Fb, TikTok, YouTube, Instagram, and Tumblr are the platforms marketers build communities on most.

six. Leverage research and data to reach their target audience.

Within our survey, we requested marketers how effective or ineffective their own social media strategy continues to be this year. I then analyzed our data by means of these two separate groups, the first being people who said their social networking strategy was efficient, compared to the second which rated their social media marketing strategy as ineffective.

When trying to find their audience on social media, the effective group is:

  • 21% more likely to make use of social listening
  • 17% more likely to study the demographics associated with social media platforms
  • 17% more likely to study relevant online communities
  • 14% more likely to analyze demographic data their company already provides

ineffective vs effective social media marketers

7. To reach younger audiences, create short-form video content which is funny, trendy, and reflects your brand’s values.

Young audiences like Gen Z (6-24) and Millennials (25-40) prefer shorter video articles that is funny, fashionable, and reflects a brand’s values, making platforms with short-form video features such as TikTok, YouTube, plus Instagram ideal for reaching them.

8. To reach older audiences, leverage interactive/educational content on Facebook.

Gen X (41-56) and Baby Boomers (57-75) prefer interactive/educational articles, such as interviews/podcasts/expert discussions and live videos, and Facebook can be their platform of choice.

More Data-Backed Marketing Insights

Want even more advertising social media data? Most of the results from the Social networking Trends survey overlapped with the Blog’s recent Marketing Trends survey, including the dominance of short-form video, the power of influencer marketing, the opportunity presented within “Live” video and audio chat rooms, and the top social media systems.

Check out our own detailed Social Media Marketing Statement here or our own Marketing Trends recommendations post here  for more recommendations on these subjects.

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