1. Choosing the platform(s) to market your business on
The most significant difficulty for marketers in 2022, according to 26%, will be deciding which platform(s) to devote time and resources to. This makes sense: the most famous media networks are not ideally suited for your brand or company goals, so deciding which applications to include in your marketing technique can be challenging.
Kelly Hendrickson told on how to choose the best channels for your brand, “It all boils down to who you’re talking to. Who is your target demographic, and how do they spend their social media time?”
She continues, “Even without a study, you might be able to figure out where your low-hanging fruit is if [most] platforms disclose broad audience demographics data. Test out a few hashtags relating to your business on multiple platforms to determine where your audience is already participating if it’s a little more difficult.”
Alternatively, think about what kinds of content your target audience prefers. If you’ve done your research and discovered that your buyer persona appreciates video content, for example, you’ve narrowed down your platform(s) to video hosting apps like YouTube, TikTok, and Instagram Stories, to name a few.
Finally, when selecting a platform, keep your social media objectives in mind. If your primary goal is to improve sales, for example, you might want to experiment with targeted, tailored Facebook ads. On the other hand, you want to raise brand exposure; you may try out some newer sites like TikTok or Clubhouse.
In addition, Hendrickson told me about TikTok, Instagram Reels, and Snapchat “According to the research, each of these channels caters to a younger demographic. While this may appear less advantageous if your target audience is older, keep in mind that your target audience of tomorrow may be using these platforms.”
2. Creating information that is interesting to read
As a content creator: creating content is difficult. And it appears that the majority of marketers agree. 24% of marketers see their most significant issue in 2022 to be providing engaging content.
Because creating high-quality social media content takes time, think about how you can get more bang for your dollars by recycling content across platforms. Cut small excerpts from a 10-minute YouTube video to repurpose on short-form platforms like Instagram Stories, Snapchat, or TikTok, for example, if you take the effort to develop a 10-minute YouTube video on a subject.
You may also use some of the information you found for the video to construct a social media post. In addition, Rachael Samuels, Sprout Social’s Senior Manager of Social Media, believes that allocating time, money, and headcount to social media is critical for long-term success.
She describes it as follows: “The social landscape is becoming increasingly saturated with new systems as well as what seems to be an infinite number of possible audiences with which to engage. To meet the demand, one-person social teams are no longer sufficient.”
Samuels continues, “To be effective, digital entrepreneurs will need to spend more in their team and assets in the coming year as customer tastes and expectations continue to expand. Brands must prioritize social as a crucial communication tool and provide your teams with the tools they need to create unique, relevant, and authentic content to stay ahead of this challenge.”
Furthermore, if you want to see a return on your social media efforts, you should integrate it into every stage of the consumer journey. You might be able to use some channels to support existing clients while others are used to reach out to new audiences.
According to Samuels, “For overall business success, having an integrated marketing plan that tackles social media at each touchpoint of the consumer journey is crucial. When businesses neglect to engage in social media and their respective teams, they risk losing customers and contributing to employee fatigue.”
3. Coming up with new content ideas
In 2022, 23 percent of marketers say their most significant difficulty will be coming up with new content ideas. It can be difficult to continuously offer fresh ideas for social platforms, especially when those sites are overburdened with content. There are a few social media content ideas to consider when planning your 2022 calendar:
- Use Instagram Stories to promote your new blog.
- Create an Instagram poll.
- Twitter is a great place to share user-generated material.
- Create and share content from your website on Facebook.
- LinkedIn is the best way to express your company’s achievements.
- Make Instagram and Facebook graphics.
- On Snapchat or Instagram, show the faces behind the company.
While this research is time-consuming, it can help you establish your brand as an industry thought leader and lead to fresh content ideas.
4. Calculating the return on investment
When it comes to monetary value, such as how many sales you received from a given Facebook ad, assessing ROI can be pretty straightforward in some cases.
However, it might be challenging to define and analyze the performance of your social media campaign when your objectives are vaguer, such as “raise brand recognition.” As they reach 2022, 22% of those polled think that assessing ROI is their primary problem.
Fortunately, calculating ROI across social media is possible, but it is not simple. Learn something about how to monitor social media ROI when formulating brand recognition, retaining customers, and safeguarding your reputation.
5. Creating lead-generating content
Finally, as we start the new year, 22% of those polled say that developing content that generates leads is their biggest issue. Consider bringing your audience back to dedicated landing pages from specific social networks to establish a solid social media lead generation strategy, or track clicks on clear CTAs for each campaign to develop a solid social media lead generation plan.
If you’re launching a campaign to drive revenue to a new product offering, for example, you’ll want to construct a product landing page that you link to from all of your social networks. You can then keep track of how many clicks each page generates and adjust your strategy accordingly. (If the majority of your clicks come from Facebook, consider putting paid advertising in front of your Facebook approach.)
Alternatively, if you want to increase email newsletter sign-ups, design a CTA for social pages that encourage your social audience to subscribe to your newsletter. Another effective technique to get leads through social media is through advertising. It’s vital to remember, though, that to develop truly unique social media ads, you’ll want to make them appear spontaneous and casual.
That’s all there is to it! The top five issues that social media teams will face in 2022. Now that you know what obstacles you might be facing, spend some time brainstorming creative suggestions to make you push your social media marketing to the next level in 2022 and beyond.