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Social Media Marketing Trends: Dominate with Video, UGC, & Influencer Evolution
Social media marketing is the process of
using social media platforms to promote your brand, products, services, or
causes. It involves creating and sharing engaging content that attracts and
retains your target audience, builds trust and loyalty, and drives conversions
and sales.
Social media marketing is not a new
concept, but it is constantly evolving and adapting to the changing needs and
preferences of users, platforms, and algorithms. Social media
marketing will face new challenges and opportunities, as well as new trends and
best practices that you need to know and follow.
In this blog post, we will explore some of
the most important social media marketing trends and provide you with
some practical tips and examples on how to implement them in your strategy. We
will also discuss some of the key factors that influence the success of your
social media marketing efforts, such as E-A-T (Experience, Expertise,
authority, and Trustworthiness), user search intent, content quality,
SEO (Search Engine Optimization), and analytics.
Social Media Marketing Trends
Here are some of the top social media
marketing trends that you need to watch out for:
Video Content Will Dominate
Video content is one of the most popular and effective forms of content on social media. According to a report by Wyzowl, 86% of businesses used video as a marketing tool in 2020, and 93% of marketers said that video was an important part of their strategy. Video content can help you capture attention, increase engagement, boost brand awareness, educate your audience, showcase your products or services, generate leads, and drive sales.
Video content will continue to dominate social media platforms, especially with the rise of short-form video formats such as TikTok, Instagram Reels, YouTube Shorts, and Snapchat Spotlight. These formats allow you to create and share bite-sized videos that are fun, creative, and viral. They can also help you reach new audiences, especially younger generations who prefer fast-paced and entertaining content.
To leverage video content in your social
media marketing strategy, you need to:
Create videos that are relevant, timely,
and interesting to your audience. Use keyword research tools such as Semrush
or Ahrefs to find out what topics and questions your audience
is searching for on social media platforms.
Optimize your videos for each platform.
Follow the best practices for video length, aspect ratio, resolution, captions,
thumbnails, hashtags, and descriptions. Use tools such as Later or Lumen5 to create and edit videos for different platforms.
Experiment with different types of video
content. You can create videos that showcase your products or services, tell
stories about your brand or customers, share tips or tutorials, answer FAQs or
common objections, conduct interviews or Q&A sessions, host live streams or
webinars, or collaborate with influencers or other brands.
Measure the performance of your video
content. Use analytics tools such as Google Analytics or Facebook Insights to track metrics such as views, watch
time, impressions, reach, engagement rate, click-through rate (CTR),
conversion rate (CVR), return on ad spend (ROAS), and cost per acquisition (CPA).
User-Generated Content Will Boost Trust
User-generated content (UGC) is any type of
content that is created by your customers or fans and shared on social media
platforms. UGC can include reviews, testimonials, photos, videos, stories, questions,
comments, or hashtags.
UGC is one of the most powerful forms of
social proof that can help you build trust and credibility with your
audience. According to a survey by Stackla, 79% of consumers say that UGC highly impacts their
purchasing decisions. UGC can also help you to increase engagement, reach, and
loyalty with your existing customers, as well as attract new ones.
In 2023, UGC will become even more
important for social media marketing, as consumers will seek more authentic and
personalized experiences from brands. UGC can also help you align with
Google’s EAT guidelines, which evaluate the quality of your content based on
its experience, expertise, authoritativeness, and trustworthiness.
To leverage UGC in your social media
marketing strategy, you need to:
Encourage your customers to create and
share UGC. You can offer incentives such as discounts, coupons, freebies,
contests, or rewards programs. You can also create branded hashtags or
challenges that invite your customers to participate.
Curate and showcase UGC on your social
media platforms. You can repost UGC on your own accounts, create UGC galleries
or stories, or feature UGC in your ads or campaigns. You can also use tools
such as Bazaarvoice
or Yotpo to collect and display UGC on your website or landing
pages.
Engage with your customers who create UGC.
You can like, comment, or reply to their posts, thank them for their feedback,
or ask them for permission to use their content. You can also use tools such as
Sprout
Social or Hootsuite to monitor and manage your UGC interactions.
Measure the impact of UGC on your social
media marketing goals. You can use analytics tools such as Google Analytics or Facebook Insights to track metrics such as impressions,
reach, engagement rate, CTR, CVR, ROAS, and CPA.
Influencer Marketing Will Evolve
Influencer marketing is the practice of
partnering with influencers who have a large and engaged following on social
media platforms to promote your brand, products, services, or causes.
Influencers can help you increase your brand awareness, reach new audiences,
generate trust and credibility, drive traffic and conversions, and create
user-generated content.
In 2023, influencer marketing will evolve
and adapt to the changing needs and preferences of consumers, platforms, and
algorithms. Some of the key trends that will shape influencer marketing are:
The rise of micro-influencers and
nano-influencers. These are influencers who have a smaller but more loyal and
niche following than macro-influencers or celebrities. They can offer higher
engagement rates, lower costs, and more authenticity and relevance for your
brand.
The shift from one-off campaigns to
long-term partnerships. Brands will seek to build more meaningful and lasting
relationships with influencers who share their values, vision, and mission.
This will help to create more consistent and credible content, as well as more
loyal and engaged audiences.
The diversification of platforms and
formats. Brands will explore new platforms and formats for influencer
marketing, such as TikTok, Instagram Reels, YouTube Shorts, Snapchat Spotlight,
podcasts, newsletters, blogs, or live streams. These platforms and formats can
help to reach different segments of audiences, as well as create more diverse
and dynamic content.
The integration of e-commerce and social
commerce. Brands will leverage the power of influencers to drive direct sales
from social media platforms, such as Instagram Shop, Facebook Shop, Pinterest
Shop, or TikTok Shop. These platforms allow users to discover, browse, and buy
products without leaving the app.
To leverage influencer marketing in your
social media marketing strategy, you need to:
Find the right influencers for your brand.
You can use tools such as BuzzSumo or Upfluence
to search for influencers based on keywords, topics, platforms, locations,
audience size, engagement rate, or niche. You can also use tools such as Klear or AspireIQ to analyze the influencer’s audience demographics,
interests, and behaviors.
Establish clear goals and expectations with
your influencers. You can use tools such as Influence. Co] or [Grin] to create
contracts or agreements that outline the scope, deliverables, timeline, budget,
and KPIs of your influencer marketing campaign. You can also use tools such as Loomly or Planoly to plan and approve the content that the influencer will
create and share.
Monitor and measure the performance of your
influencer marketing campaign. You can use tools such as Google Analytics or Facebook Insights to track metrics such as impressions,
reach, engagement rate, CTR, CVR, ROAS, and CPA. You can also use tools such as
[Traackr] or [NeoReach] to track metrics such as earned media value (EMV),
share of voice (SOV), sentiment analysis, or influencer score.
Social Media Marketing Tips and Best Practices
Here are some general tips and best
practices that you should follow to optimize your social media marketing
strategy :
Know your audience. You need to understand
who your target audience is and what they want, need, expect, and prefer from your
brand on social media platforms. You can use tools such as Google Analytics, Facebook Insights, or the Semrush Audience Insights Tool to
collect data on your audience’s demographics, interests, behaviors, pain
points, challenges, goals, motivations, and preferences.
Define your goals. You need to set clear
and specific goals for your social media marketing strategy that align
Conclusion:
Social media marketing is a dynamic and
competitive field that requires constant learning and adaptation., you
need to stay on top of the latest trends, tips, and best practices that will
help you create and share engaging, relevant, and trustworthy content that
attracts and retains your target audience, builds trust and loyalty, and drives
conversions and sales. You also need to use tools and analytics to plan,
execute, monitor, and measure your social media marketing strategy and optimize
it for each platform and format. By following the guidelines and examples in
this blog post, you can achieve your social media marketing goals.
Sources
Video Content Will Dominate:
Wyzowl: State of Video Marketing 2021:
https://www.wyzowl.com/state-of-video-marketing-2021-report/
HubSpot: The State of Video Marketing in
2023: https://blog.hubspot.com/marketing/video-marketing-report
Social Media Examiner: The Top 10 Social
Media Marketing Trends for 2023: https://www.socialmediaexaminer.com/social-media-marketing-trends-2023/
User-Generated Content Will Boost Trust:
Sprout Social: The Power of User-Generated
Content: https://www.rankraze.com/the-power-of-user-generated-content-on-social-media
Hootsuite: The State of User-Generated
Content in 2023: https://www.hootsuite.com/research/social-trends
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