We’ve seen a slew of new social media applications emerge in the last year, in addition to the “oldies but goodies” like Instagram, Facebook, and Twitter.
A social media marketer’s work is surely made more difficult by the ever-expanding number of prominent social media platforms: What are the best ways to maximise your return on investment? Where are your potential customers spending their time? What about the ones who aren’t worth your time?
Relevate’s Blog team polled more than 500 marketers to find out what the main difficulties in social media marketing would be in 2022, and what they can do to prepare for them.
There is no time like the present to get started.
In 2022, these are five social media challenges that brands face.
Decide which platforms you should use to sell your business and start there.
Twenty-six percent of marketers expect their most difficult task in 2022 to be deciding on which platforms they should spend their time and money on.
This is logical: In order to select which applications to incorporate in your marketing plan, you need to know which social media sites are most popular and which ones aren’t.
It all comes down to your audience,” Kelly Hendrickson, Relevate’s Senior Manager of Social Media, told me. What is your target demographic, and where do they spend their social media time?” Even without a research, you may be able to find out where your low-hanging fruit is,” she says. You can check where your audience is already interacting by testing out a few hashtags relating to your brand on multiple platforms. “
As an alternative, it’s useful to think about what your audience likes. Your buyer persona appreciates video content, so if you’ve done market research and discovered that they prefer video hosting apps like YouTube, TikTok, and Instagram Stories, you’ve limited down your platform options to these apps.
Consider your social media objectives while selecting a platform. Finally, Personalized Facebook advertisements may be an option if your main objective is to boost sales. Alternatively, if your goal is to raise exposure of your company, you may want to try TikTok or Clubhouse.
It’s also worth noting that whether it comes to TikTok, Instagram Reels, or Snapchat, there are a few things to consider. In general, each of these networks skews towards a younger audience base,” Hendrickson informed me. Even if your target audience is more mature, you never know who will be using these platforms in the future.
Content that is interesting to read.
Content creation is difficult, and it’s something I’ve experienced personally.
The majority of marketers seem to agree as well. In fact, 24% of marketers believe that their greatest difficulty in 2022 will be providing interesting content.
Make the most of your time and money by reusing content across several social media platforms. Creating high-quality social media content is time-consuming. Rather of spending 10 minutes creating a YouTube video on a subject, consider creating shorter videos that you can use on other short-form platforms, such as Instagram Stories, Snapchat, and TikTok.
Some of the data you gathered for the film may also be used in a social media post.
As Sprout Social’s senior social media manager Rachael Samuels points out, if you want to see long-term success on social media, you need to allocate resources and staff time to it.
The social environment is getting more crowded with new networks and apparently unlimited potential audiences to engage,” she says. One-person social teams are no longer sufficient to meet the demand.””
Social marketers will need to put more money and time into their organisations in the year ahead as customer tastes and expectations continue to rise. It is imperative that companies prioritise social media as a vital communication medium and provide their employees with the necessary resources to create engaging, relevant, and genuine content in order to meet this challenge.
You’ll also need to include social media into every step of the consumer experience in order to get a return on your investment. You may be able to utilise certain platforms to help your current clients, while others are used to attract new ones.
When it comes to overall company performance, having an integrated marketing strategy that handles social media at every touchpoint of the consumer journey is crucial. Brands that don’t invest in social media and their respective teams face the danger of losing clients and sustaining burnout.
Generating fresh concepts for articles and other forms of content.
According to 23% of marketers, the main issue they face in 2022 will be coming up with fresh content ideas.
Pitching fresh ideas for social media sites may be difficult, especially when such platforms are already clogged with information.
Here are some social media content ideas to get you started on your 2022 calendar brainstorming:
Use Instagram Stories to announce the launch of your new blog.
Poll your followers on Instagram.
Twitter is a great place to share user-generated material.
Facebook is a great place to post and promote your website’s content.
Post industry-related articles and statistics to your LinkedIn profile.
LinkedIn is a great place to showcase your company’s achievements.
Create graphics for social media platforms like Facebook and Instagram.
Use Snapchat or Instagram to show the people behind the brand.
You may also employ user-generated material to liven up your sites to overcome this difficulty. Alternatively, do some research to see what kinds of material are most popular on a certain social media network (s).
The Senior Marketing Manager, Offline Community & Advocacy, Christina Garnett of Relevate advises looking at what’s already out there for inspiration. Allen Gannett states in his book The Creative Curve: How to Develop the Right Idea at the Right Time that “to develop anything original, you must recognise what already exists.””
Garnett says, “”When trying to find the new you must consume and see what kind of content is already available and then look for gap opportunities. Are there any unanswered questions? Is it possible that other points of view aren’t being heard? Content could exist, but it may not be in a form that is suitable for a particular learner or audience.””
Garnett adds, “”Once you identify what you can generate, you need to establish who needs it and how it may be best packaged to optimise their experience. Content, like goods and solutions, needs to establish a product-market fit just as they do. In order to write a fiction, you must not only know what does not exist, but why it does not exist as well. When it comes to art, “”creating for the sake of creating is not enough.””
However, although this research might be time-consuming, it can help your business to establish itself as one of the leading voices in your market and provide fresh content ideas.
Measurement of return on investment (ROI).
Return on investment (ROI) may be straightforward in certain cases, especially where monetary value is involved, such as the number of sales generated by a specific Facebook ad.
When your social media objectives are more abstract, such “”raise brand recognition,” it might be tough to define and assess your campaign’s performance.
In 2022, 22% of those polled said evaluating ROI would be their main difficulty.
The good news is that it’s possible to measure ROI across social media channels, but it’s not easy. Take a look at Relevate’s free course, How to Measure Social Media ROI, to understand how to monitor social media ROI when it comes to establishing brand loyalty, keeping consumers, preserving your reputation, and more.
Creating material that attracts new customers.
Finally, 22% of those polled said their greatest problem for the new year is providing content that produces leads.
If you want to generate leads using social media, try directing your audience to a certain landing page or tracking the number of people that clicked on a specific CTA in each campaign.
In the case of a new product, for example, you’ll want to construct a product landing page that you link to on all of your social media accounts. It will be possible to monitor which pages generate the most traffic and make adjustments to your marketing approach as necessary. Putting paid advertising behind your Facebook approach may be a good idea if you see that Facebook is getting the most hits.
Alternatively, if you want to increase the number of people who subscribe to your email newsletter, you should build a call to action (CTA) for your social media sites that encourages your social audience to do the same.
You may also create leads on social media via social media advertising.
If you want your social media advertising to stand out from the crowd, you’ll need to bear in mind that they ought to seem spontaneous and informal.
“”The problem will be companies, accustomed to making highly-polished commercials, crafting advertising that come off as spontaneous,”” Talkwalker’s CMO Elena Melnikova explains.
This youthful audience will quickly move on to the next dancing video if your brand becomes too commercial. Take a look around. Observe what’s popular. “”Don’t hold back.””
savvy businesses will collaborate with influencers to develop content,” says Melnikova. Most TikTok influencers are from Generation Z, therefore they will know how to make their content stand out and raise a brand’s engagement numbers.” That’s all there is to it! In 2022, social media teams will face the following five major obstacles.
Now that you have a better idea of the obstacles you may face, take the time to come up with creative solutions that will help your social media strategy grow into the future.