A Guide to Improve Your social media ROI In 2022 And Beyond
A lot of companies are trying to fine-tune their social media strategies in 2022. However, social media is an industry that morphs faster than any other any platforms. New trends emerge every other week which makes the chase like watching Naruto at once!
According to Statista, there are around 4.6 global active social media users with a penetration rate of 58.4% annually.
Out of this huge number, there are marketers, content creators, strategists, and businessmen who influence the trends…directly or indirectly.
In a competitive landscape like this, you need a solid social media plan to help you focus on the relevant ones that serve your business goals.
So, we have assimilated a guide on the top social media strategies of 2022 and some more.
1) Focusing On the Old and The New
Instagram was at the top of most social media marketers’ hearts for many years. And before that it was Facebook. Both of these social media were growing fast, influencing trends, and had the highest ROI.
However, the trend is changing now. With TikTok surpassing the 1 billion users mark in September 2021, it is one of the fastest growing social media platforms in recent times.
According to Google Trends, TikTok dominates Instagram in short-form video content.
Given that the major chunk of the audience in TikTok is GenZ, it is a good place to target young crowds for your business.
2) Take The Time to Research
This may sound like old wine in a new bottle, but customer experiences cannot be built on sand.
Making social media strategies based on assumptions is bad news. Use data and analytics to understand what your audience wants to see. Moreover, if you look at the right place, you don’t need much.
Just pay attention to the right tools or hire the best social media agency to do a thorough data analysis before planning a strategy.
3) Establishing The Metrics and KPIs
Social media marketing is a beautiful blend of data and creativity.
This means using the right metrics to form innovative content. But rather than looking at the large data, dig into the ones that actually align with your social media ROI goals.
- Reach- Reach is the number of users who saw your post.
- Clicks- Did the same number of people who saw your post, click on the content? Tracking clicks helps you to understand what drives curiosity.
- Hashtag performances- Which hashtags are you using the most? Does your brand have a signature hashtag yet?
- Engagement- This is the total number of social interactions divided by the number of impressions on each platform. Engagement helps to track how well your audience is following your brand.
- Organic vs paid likes- A lot of brands turn to paid ads as organic likes are harder to achieve. But keep a count of both. This will help you to draw a budget for your ad spending.
4) Shoppers Use social media To Buy Products Directly
According to reports, social commerce would be an $80 billion industry within 2025. Before the pandemic, social commerce was an innovative business with many brands calling it a flashy idea.
Cut to 2022, around 81% of shoppers use social media to discover new brands and shop from them. Many businesses are taking this opportunity to let the users shop and check out in the same app.
After all, navigating through a website is just another unnecessary step that can be a potential leak in the conversion funnel, which is difficult on mobile anyway.
Of course, social media isn’t replacing e-commerce platforms. But, if you want to design a solid business strategy, avoiding retail experience on social media isn’t a wise decision.
5) Focusing On Content Forms
Brands get easily confused about what type of content they should post on their social media handles. To help you narrow it down, follow this simple guide.
6) Stories and time-sensitive posts
Stories aren’t going anywhere. We all have FOMO and stories can feed into that. Stories are interactive and real which helps your brand connect with your followers.
Time-sensitive posts stay fresh in audiences’ minds. Brands like Zomato, Myntra, Durex and Amul do a lot of these time-sensitive ads.
7) Short form video
The only place long-form video works is YouTube. Other than that, a short form of video helps to connect with your audiences more. With the rise of TikTok and Instagram Reels, videos have a higher engagement rate now.
8) Humanitarian posts
Posts that add ethical value to your brand always relate well with the audience. Today, shoppers also consider brand ethics before buying. Hence, show off your human side with relatable humorous, motivational, and emotional content.
9) Learn Paid Forms of Advertising
There are pieces of evidence of the decline of organic search, especially with Facebook and Instagram. Many businesses reduced their ad spending during the pandemic to cut costs. The ones which continued saw low returns on an over-saturated network.
Hence even with expert marketers, brands are unable to achieve thousands of followers and likes due to the market size and overuse of those platforms.
No matter how low your budget is for social media, you at least need to boost your posts for audience targeting.
Read more:
The Importance of Social Listening & Social Monitoring
Social listening is basically a way of tracking social media platforms for any mentions of your brand, products, or services. You analyze these conversations for insights on when and where to act.
Although there are similarities between the two, social listening is very different from social monitoring.
Social monitoring tracks content on social media platforms. These platforms include media sites, blogs, news sites, links, message boards, pages, websites, and groups. Then, data analysts collect this data to find out what people are saying about your product or brand, your competitors, services, and other mentions of what to learn.
You can use these techniques for monitoring ROI and A/B testing campaigns. It helps you to use your resources in the right place to improve your social marketing strategies.
However, one of the major differences between both of these techniques is the way of data collection. Social media monitoring is all about the metrics- brand mentions, relevant hashtags, competitor mentions, and other industry trends.
On the other hand, social listening goes beyond just data and numbers. It considers the mood of the audience, also known as social media sentiment.
Social media sentiment helps you to analyze a key part of your audiences, which is how they are “feeling”. There are a lot of ways social media listening can help your business, but let’s keep that discussion for another day.
But before we go…
Some Parting Thoughts
Social media strategy and data can impact a lot of other departments in your organization like sales, product merchandising, and HR.
If you can set actionable goals with the help of reliable social media experts, you can be ahead of the curve. And, if you need guidance to build a result-driven social media strategy for your business, consider visiting some of the best social media agencies in India.
