Social Media Marketing Guide: Social media marketing includes activities like posting text and image updates, videos, and other content that drives audience engagement, as well as paid social media advertising.
Social media marketing uses social media and social networks to market a company’s products and services. It allows companies to engage with existing customers and reach new ones as they promote their culture, mission, or tone.
The goal of social marketing is always to change or maintain how people behave – not what they think or how aware they are about an issue. If your goal is only to increase awareness or knowledge, or change attitudes, you are not doing social marketing.
Social Media Marketing Guide 2022
When it comes to social media, marketers’ top goals are advertising their products/services and increasing their brand awareness, according to 2021 HubSpot Blog Research. However, many brands struggle with creating engaging content and reaching their target audience. With social media playing such an important role at the top of the funnel, let’s dive into all things social media marketing – what it is, its benefits, and how to actually build a social media marketing strategy that’ll work for your specific business.
Social media marketing is a powerful way for businesses of all sizes to reach prospects and customers. Your customers are already interacting with brands through social media, and if you’re not speaking directly to your audience through social platforms like Facebook, Twitter, Instagram, and Pinterest, you’re missing out! Great marketing on social media can bring remarkable success to your business, creating devoted brand advocates and even driving leads and sales.
As the number of social media users continues to grow each year
As the number of social media users continues to grow each year, marketing on these platforms has become increasingly important for businesses trying to break through to new audiences. No matter what kind of business you have, having a strong social media presence is no longer optional.
To start with, it is key that you determine which social platforms are right for your organization and then work out what your social media marketing plan will look like. What voice and tactics will you use to get there? Before tackling these important questions, though, you must first understand the social media landscape. There are many new and changing platforms that are not all used for the same things.
Here is what each key social media platform looks like for the year 2022:
One of the first places customers go to research a brand or organization is its Facebook page, making it an essential platform for your social strategy. It also has tremendous reach potential with its 2.89 billion active users and counting.
The key to Facebook’s success is to create a community for your customers. This is a place for them to ask questions of both you and the other customers frequenting the page. It’s also a wonderful messaging platform for you to share new initiatives or products.
Facebook is an American online social network service that is part of the company Meta Platforms. Facebook was founded in 2004 by Mark Zuckerberg, Eduardo Saverin, Dustin Moskovitz, and Chris Hughes, all of whom were students at Harvard University. It became the largest social network in the world, with nearly three billion users as of 2021, and about half that number were using Facebook every day. The company’s headquarters are in Menlo Park, California.
Access to Facebook is free of charge, and the company earns most of its money from advertisements on the website. New users can create profiles, upload photos, join a preexisting group, and start new groups. The site has many components, including Timeline, space on each user’s profile page where users can post their content and friends can post messages; Status, which enables users to alert friends to their current location or situation; and News Feed, which informs users of changes to their friends’ profiles and status.
Users can chat with each other and send each other private messages. Users can signal their approval of content on Facebook with the Like button, a feature that also appears on many other websites. Other services that are part of Meta Platforms are Instagram, a photo- and video-sharing social network; Messenger, an instant-messaging application; and WhatsApp, a text-message and VoIP service.
Similarly, Twitter is a go-to for customers seeking information or help. Customer service and conversations are kings on this platform.
What sets Twitter apart is the need for timeliness. This is the platform where people expect rapid responses to both their messages, cultural events, and trends. Pay attention to trending topics and ensure that you respond as quickly as possible. Participation and brand personality are also very important here, but always be mindful of authenticity. Twitter’s 330 million users can spot shallow or hollow sentiments from a mile away and they will not shy away from pointing them out.
Twitter is an American microblogging
Twitter is an American microblogging and social networking service on which users post and interact with messages known as “tweets”. Registered users can post, like, and retweet tweets, but unregistered users can only read those that are publicly available. Users interact with Twitter through browser or mobile frontend software, or programmatically via its APIs. Prior to April 2020, services were accessible via SMS.
The service is provided by Twitter, Inc., a corporation based in San Francisco, California, and has more than 25 offices around the world. Tweets were originally restricted to 140 characters, but the limit was doubled to 280 for non-CJK languages in November 2017. Audio and video tweets remain limited to 140 seconds for most accounts.
Twitter was created by Jack Dorsey, Noah Glass, Biz Stone, and Evan Williams in March 2006 and launched in July of that year. By 2012, more than 100 million users posted 340 million tweets a day, and the service handled an average of 1.6 billion search queries per day. In 2013, it was one of the ten most-visited websites and has been described as “the SMS of the Internet”. As of Q1 2019, Twitter had more than 330 million monthly active users. In practice, the vast majority of tweets are written by a minority of users.
While Facebook and Twitter are quite B2C-focused, LinkedIn is the king of B2B social media marketing. This is a place for businesses to express thought leadership and showcase both their professional initiatives and the expertise of their people. As a result, this is a great place for personal brand and employer brand marketing.
While LinkedIn is not quite as big as Facebook yet, it does have more than double the amount of active users Twitter has, going about 800 million strong.
LinkedIn is an American business
LinkedIn is an American business and employment-oriented online service that operates via websites and mobile apps. Launched on May 5, 2003, the platform is primarily used for professional networking and career development, and allows job seekers to post their CVs and employers to post jobs.
As of 2015, most of the company’s revenue came from selling access to information about its members to recruiters and sales professionals. Since December 2016, it has been a wholly-owned subsidiary of Microsoft. As of September 2021, LinkedIn has 774+ million registered members from over 200 countries and territories.
LinkedIn allows members (both workers and employers) to create profiles and “connect” with each other in an online social network that may represent real-world professional relationships. Members can invite anyone (whether an existing member or not) to become a “connection”. LinkedIn can also be used to organize offline events, join groups, write articles, publish job postings, post photos and videos, and more.
Influencer marketing reigns supreme with Instagram, but there are many more opportunities on this platform than you might first think. Like Twitter, your organization’s culture and personality lead the way here. This is a great place for Instagram’s roughly one billion users to see exactly what your business is about.
High-quality visuals are the key to success on Instagram, so ensure you invest in good photography and have someone on board who knows how to edit and use filters when and where appropriate. (Don’t overdo it, though! You still want to preserve authenticity.) Be sure to include both Instagram Stories and Reels in your social media marketing plan, as these interactive elements can improve performance. Commenting and liking posts can also give your own posts a boost, so be sure to interact with users, or even other business accounts, whenever you have the opportunity.
Instagram is an American photo
Instagram is an American photo and video sharing social networking service founded by Kevin Systrom and Mike Krieger. In April 2012, Facebook Inc. acquired the service for approximately US$1 billion in cash and stock. The app allows users to upload media that can be edited with filters and organized by hashtags and geographical tagging. Posts can be shared publicly or with pre-approved followers. Users can browse other users’ content by tags and locations and view trending content. Users can like photos and follow other users to add their content to a personal feed.
Instagram was originally distinguished by only allowing content to be framed in a square aspect ratio with 640 pixels to match the display width of the iPhone at the time. In 2015, these restrictions were eased with an increase to 1080 pixels. The service also added messaging features, the ability to include multiple images or videos in a single post, and a ‘stories’ feature—similar to its main opposition Snapchat—which allows users to post photos and videos to a sequential feed, with each post accessible by others for 24 hours each. As of January 2019, the Stories feature is used by 500 million users daily.
Originally launched for iOS in October 2010, Instagram rapidly gained popularity, with one million registered users in two months, 10 million in a year, and 1 billion as of June 2018. The Android version was released in April 2012, followed by a feature-limited desktop interface in November 2012, a Fire OS app in June 2014, and an app for Windows 10 in October 2016.
If you’re looking to host more long-form video content, YouTube is the place to be. This is a great platform for interviews, deep dives on your topic of expertise, or any other video that needs to be longer than three minutes in length. Show off your company culture or thought leadership content here in an engaging and dynamic way.
You have a big reach opportunity here, as YouTube has about 2 billion active users.
YouTube is an American online video sharing
YouTube is an American online video sharing and social media platform owned by Google. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is the second most visited website, right after Google itself. YouTube has more than one billion monthly users who collectively watch more than one billion hours of videos each day. As of May 2019, videos were being uploaded at a rate of more than 500 hours of content per minute.
Since its purchase by Google, YouTube has expanded beyond the core website into mobile apps, network television, and the ability to link with other platforms. Video categories on YouTube include music videos, video clips, news, short films, feature films, documentaries, audio recordings, movie trailers, teasers, live streams, vlogs, and more. Most content is generated by individuals. This includes collaborations between YouTubers and corporate sponsors. Established media corporations such as Disney, Paramount, and WarnerMedia have also created and expanded their corporate YouTube channels to advertise to a larger audience.
YouTube has had an unprecedented social impact, influencing popular culture, internet trends, and creating multimillionaire celebrities. Despite all its growth and success, YouTube has been widely criticized. Criticism of YouTube includes the website being used to facilitate the spread of misinformation, copyright issues, routine violations of its users’ privacy, enabling censorship, and endangering child safety and wellbeing.
Though this growing platform has a reputation for being aimed at a younger audience, people of all ages are present on TikTok. In fact, only 25% of its one billion users are under the age of 20. About 44% are between 20 and 39 years old, and 31% are aged 40 and up.
In terms of which kinds of businesses can leverage TikTok right now, retail is best positioned for success. Many products have gone “viral” and sold out because of a TikTok post. Educational videos also do well, especially from experts like lawyers who can provide niche information and context.
This platform is mainly one to keep an eye on, as the potential is there. If you’d like more marketing insights, you can find more articles like this here and in our advice section.
TikTok, known in China as Douyin
TikTok, known in China as Douyin, is a video-focused social networking service owned by the Chinese company ByteDance Ltd. It hosts a variety of short-form user videos, from genres like pranks, stunts, tricks, jokes, dance, and entertainment with durations from 15 seconds to three minutes.
TikTok is an international version of Douyin, which was originally release in the Chinese market in September 2016. TikTok was launch(ed) in 2017 for iOS and Android in most markets outside of mainland China; however, it became available worldwide only after merging with another Chinese social media service, Musical.ly, on 2 August 2018.
TikTok and Douyin have almost the same user interface but no access to each other’s content. Their servers are each based in the market where the respective app is available. The two products are similar, but their features are not identical.
Douyin includes an in-video search feature that can search people’s faces for more videos of them and other features such as buying, booking hotels, and making geo-tagged reviews. Since its launch in 2016, TikTok/Douyin rapidly gained popularity in East Asia. South Asia, Southeast Asia, the United States, Turkey, Russia, and other parts of the world. As of October 2020, TikTok surpassed over 2 billion mobile downloads worldwide.
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