Social media platforms are now ingrained into our everyday lives. We use them to connect with our friends and family, to shop, to find reviews for places we want to go, for entertainment, for research, the list goes on. There are 3.2 billion social media users worldwide – which is huge!! But there are also millions of businesses investing in social media vying for people’s attention. This has prompted marketers to go deeper and explore more about platform capabilities and how they can be used effectively to grow a business.
Social Media Examiner recently published a 46-page report with some interesting insights into how marketers use social media for business. We’ve summarised the key takeouts from the report, which covers all the major social media platforms, and shared our thoughts on what this means for business.
Here’s what you need to know
Facebook organic marketing is declining
Despite Facebook still being the largest and most popular social media platform amongst marketers, the survey revealed that marketers are increasingly diversifying their social media portfolio with other channels. For the first time since 2015, use of the platform dropped from 67% in 2018 to 61% in 2019.
“Only 51% of marketers plan on increasing their Facebook organic activities, down from 62% in 2018.”
Facebook ad game is still strong
While marketers are investing less time in organic activities on Facebook, the platform remains a dominant channel for advertising.
“Sixty-one per cent of marketers claim Facebook is their most important social platform.”
TIP: To combat the decline in organic reach on Facebook, prepare to invest in advertising and always ensure you are providing valuable content that your audience wants to engage with.
Instagram in close second
Marketers chose Instagram as their second most important social media channel, up 66% from 2018, beating LinkedIn.
TIP: If your audience uses Instagram and it is relevant to your business (particularly for B2C), then Instagram is definitely a channel worth exploring.
Turn on the Tube!
Publishing video content on YouTube is on the rise with 71% of marketers planning to spend more time using the platform.
TIP: Start posting videos across social media today. Video content will lift your organic reach and engagement. Don’t know what to shoot? Try a testimonial, a team member interview, a how-to video or a product reveal.
Engagement is everything
If they’re not engaged, they won’t buy. Engagement has become an important measurement for marketers and how to increase audience engagement was a common question. Since Facebook announced its algorithm changes to prioritise more meaningful content, marketers are looking for even more ways to create engaging content to assist with reach and customer interaction.
TIP: Tell more stories. Use emotive language and personal point of views to help build connections on social media. Remember, social media is about being social! Don’t be afraid to show the human side of your brand.
What are the benefits of social media?
The benefits of social media marketing continue to increase with a massive 93% of marketers reporting an increase in business exposure from their social media efforts (up from 87% in 2018). Also, 87% reported increased traffic (up from 78%).
But what about leads and sales?
Like a good wine, lead generation from social media improves in time. A combination of refining product offerings in advertising and experience in using the platform helped businesses increase sales over 12 months.
TIP: Social media is just one part of the marketing funnel. Use it to build and nurture relationships, and drive traffic to your website. Meet your customers on the social platforms where they’re conversing and leverage their conversations for your business.
What does this mean for my business?
If you’re not using social media then you’re missing out on opportunities! With 3.2 billion users worldwide, social media enables you to connect with potential customers, build relationships, increase sales, and ultimately grow your business.
With more and more businesses now on social media, you need to find ways to distinguish yourself amongst the noise. This comes down to understanding your target audience and providing high-quality content that adds value to their lives. Avoid the pushy sales and overly promotional posts and focus on your audience and what they want to see. Get creative. Test out different mediums like video, images, GIFs, and text. Start conversations. Invest in advertising. Be social and the rest will follow!
Not sure where to start? Get in touch with us!
Focus SME helps small to medium businesses grow their online presence through strategic social media. We can help you determine your goals and objectives, refine your target market, prepare a road map to get you where you want to be and even take care of the driving!
Get in touch with us here to find out more about how we can help.
Want to view the full report? You can sign up and download it here.
Sources: Oberlo (Emarsys, 2019)