Invented to communicate with friends and family, social media has progressed into an impactful marketing tool for small and large businesses. These online platforms have created an opportunity for businesses and brands to create a community in which customers engage with businesses, brands and one another. In 2022, the opportunities on social media are endless. From nascent platforms to evolving content types, it is important to remain up to date with trends in this space to determine what is best for your brand and what content resonates with your target audience.
“72% of Americans use social media.” (via Hootsuite)
How and Why to Begin Social Media Marketing
When beginning social media marketing for your business, it’s important to utilize the platforms that bring the most value to your business or brand. Depending on your business, Facebook is likely the best platform to start. In fact, 66% of Facebook users visit a local business page at least once a week. Setting up your company’s Facebook page and adding your location, hours of operation, website and other additional information can help your business get seen by potential customers. If you run a brick-and-mortar business, properly utilizing different social media platforms is a great way to increase your sales. To that end, Facebook has recently implemented shopping within its platform, and in 2021, one-third of Facebook’s users made a purchase on the platform, a number that’s expected to significantly grow over the next few years.
“Nearly 75% of the world’s population aged 13+ uses social media.” (via Hootsuite)
Beyond these benefits, there are a number of unique ways you can engage with your audience on each of these platforms.
Facebook and Instagram: Shops
Shops on Facebook and Instagram is an online storefront that allows users of these platforms to browse, explore and purchase products directly from your “store” — without leaving the app. Use Shops on Facebook and Instagram to get your products seen in a variety of formats — from your Facebook Page and Instagram profile to Instagram ads with product tags or shoppable content in feeds, stories, Live and Reels.
Twitter: Twitter Spaces
Twitter has recently implemented a new feature called Twitter Spaces. The Spaces feature enables users to participate in an audio-only conversation with other Twitter users. While Twitter is still testing the feature, all Spaces are public and anyone can join any Space as a listener. To grow and improve this new functionality, Twitter is testing new features like recorded spaces, clipping and much more. Brands and creators alike can engage their audience in Spaces and foster a community on Twitter. Consider Salesforce as an example. The CRM solution company recently hosted a post-conference Spaces event with special guest speakers to bring added value and insights to its attendees.
LinkedIn: LinkedIn Groups
Created at the professional networking and career development social media platform’s inception in 2003, LinkedIn Groups are still a great way to get your content in front of the platform’s users. Find niche groups in your same industry and share your insights and experiences, ask for guidance, and build connections to increase conversions for your business.
All Platforms: Paid Advertising
All of the most popular social media platforms also offer paid advertising for businesses. Among the most popular platforms are Facebook, Instagram, Twitter and LinkedIn. Similar to your other marketing channels, your “free” components can only take you so far. Paid social media advertising is often used to boost organic social media efforts and drive lead generation and conversions. It’s important to utilize both paid and organic social media content to meet potential customers at every point in the consumer journey.
Social Media Platforms
Don’t be afraid to utilize multiple social media platforms. In a month, the average social media user will visit 7.5 different social media platforms. Along with utilizing the correct platforms and their features, you must also pay close attention to your target audience. Is this the best platform to engage with them? Are you sharing content that engages them on one platform but not another? Check out the statistics below to see if you can improve your strategy.
“In 2021, social media usage grew at an average rate of 13.5 new users every second.” (via Hootsuite)
Using the correct platform for your business:
Seventy percent of viewers bought from a brand after seeing it on YouTube.
Driving conversions for your business is key, but you must utilize the correct platform to convert your potential customers.Eighty percent of weekly users discovered a new brand or product on Pinterest.
More of a niche social media platform, Pinterest, has been a successful platform for brands to grow their brand awareness.
Using the correct platform for your audience:
Users aged 25-34 are the biggest cohort of Instagram users.In America, women aged 25-34 are the most prolific users of Facebook.If your business looking to target these demographics and isn’t utilizing social media, you’re missing out on each social media platform’s largest audience.From LinkedIn Groups to Twitter Spaces, there is a multitude of ways to target your audience on social media. Utilize different social media platforms and learn which tools and tactics work best for your business. If you need help creating a social media strategy that bolsters your business, contact our team today!