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How to craft an effective social media strategy in 2022?
Social media strategy
Social media are great platforms for promoting your brand, getting organic visibility, building authority and credibility, and making direct sales. Before coming up with a strategy, you should come up with a goal that is specific, measurable, attainable, relevant, and time-bound. As a founder, you might get excited with vanity metrics to suggest growth to you. However, tracking engagement, CTR, and conversion rates would mean a better ROI and performance of your campaign. Your social media goal must align with your business objective, making it easier for you to track the return for your work and give a better understanding of what your audience wants.
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Also, try to be as specific about your target customer and understand their age, location, average income, typical job title or industry, interest, etc. The best part about social media marketing starts the analytics you get provides you with a lot of information about who interacts with your brand on social media. It is also advised to perform a competitive analysis to see what is performing for them and refine your strategy. Focus well on your digital marketing funnel.
Here are some of the tips to incorporate in your social media marketing strategy to excel in 2022:
Capitalize on Augmented Reality
Social media platforms will see an increase in the usage of augmented reality (AR) and virtual reality (VR) technologies (VR). As these platforms expand in popularity, users will seek more engaging experiences, which these technologies can deliver. While VR's popularity in social media is still in its infancy, the same cannot be said for augmented Reality. Filters for augmented Reality are currently available on several popular sites, including Snapchat and Instagram. These were created to amplify the visual material provided on social media and have become extremely popular. Augmented Reality augments our experience by infusing it with digital features and altering how things seem. In recent years, social media sites have identified fascinating applications for this technology and begun using it.
In 2022, we could see a rapid acceleration in the use of AR where social media platforms will be in full swing, immersing users in the technology with the likes of TikTok and Snapchat leading the way. First, the rollout of AR experiences will be inevitable since smartphones can handle AR. The technology doesn't need additional bulky and expensive headsets to get the whole experience.
Of course, one of the pioneers in Snap with their Snappables AR game, which combines touch, facial expressions, and motions to gain points. Meta, the parent company of Facebook, also launched tools that allow developers to build out AR experiences. The company shifts its eye on the AR and Virtual Reality experiences in its vision of creating the Metaverse. TikTok, which has grown steadily in user statistics, also launched a new creative toolset called TikTok Effect Studio, allowing its developer community to build AR effects in making short-form videos.
We could expect e-commerce businesses to embrace AR in various marketing strategies and campaigns, giving consumers a wide range of interactive experiences that help boost brand awareness and popularity. With AR, advertisers can fully engage their consumers with the video game and the feel of AR advertisements. This does not even cost much compared to traditional ads like print, which has not been making any progress in helping boost sales. At the same time, real estate and tourism establishments can give a whole new virtual tour experience using a mobile app or via social media platforms to launch the campaign.
Focus on social media customer service to earn respect amidst your customers
social media customer service
One of the most significant changes we see in social media marketing and advertising is the rise in online customer service. Instant messaging services, automated responses, and dedicated accounts are becoming necessary for many companies' customer support. If you're still doing the traditional phone calls or emailing methods, you're missing out on many opportunities.
Particularly popular in the online retail sector, businesses use Instagram and Twitter for customer services, providing efficient and modern replies through direct messaging. This is a massive plus for gaining customer trust. It's much easier and faster for customers to directly message an AI or the service team rather than sit on hold and go out of their way for a simple query.
Personalization is the key to success. Haven't incorporated personalization? It's high time now.
personalization in digital marketing
Personalization builds trust – it shows customers you care about who they are and what they want out of their experience with your brand. Businesses and advertisers utilize the personalization pattern in their passage of web-based media advertisements.
Web-based media stages are giving progressed focus on customization choices for advertisers.
These let you show the suitable advertisements to the ideal individuals at the perfect opportunities. It has arrived at a level where these online media stages currently likewise learn the sort of items you like. What's more, they show you promotions for identical items from diverse brands.
Mobile Advertising: We are in a mobile-first era
The capacity for businesses and people to advertise their products or services via mobile devices is known as cell phone advertising. Text messages or applications are commonly used to promote on mobile devices.
The advantage of mobile advertising for companies is that people spend a chunk of their time on smartphones, making it the best place to have a conversation with them. It is cost-effective for marketers to deliver tailored ads to mobile platforms daily.
Marketers can also distribute adverts near a consumer's physical location using technologies like location-based advertising. Although adverts are displayed on a small mobile interface, mobile advertisers can convey personalized, and hence successful, messaging.
Incorporate a mix of organic and paid marketing to get the best short term and long term results
The global social commerce market will grow two-and-a-half times from $492 billion in 2021 to $1.2 trillion by 2025, with India's market growing the fastest over this period, according to a report by consulting firm Accenture. Organic marketing strategies would bring you PR, earned media, and customer trust. At the same time, paid advertising would be a boon to get quick traffic and revenue.
Facebook Advertising is a great way to connect with a highly targeted audience. The average Facebook ads cost-per-click in 2021 is between $0.5 – $3.5. However, your cost of Facebook ads depends on multiple factors. That's why there's no one Golden Facebook CPC. But you must check whether your ads have a positive ROI. Video content is going to continue to dominate the internet. By 2021, video content will account for 50% of all consumer Internet traffic. Mobile apps are also becoming increasingly popular. In 2019, mobile app downloads reached 1.6 trillion worldwide.
Voice search is expected to overtake text searches in 2020. Artificial Intelligence (AI) will become the primary driver of business decisions. AI will make up nearly half of all customer interactions by 2023. All in all, social media platforms are growing with every hour and will continue to grow in the future at a rapid speed. In fact, according to Hubspot, the number of marketers who use social media increased from 25% in 2010 to over 80% in 2017. This means that if you aren't using social media marketing, then you should start now!
Have a presence on TikTok as it has the spotlight in the social media space.
Tiktok marketing strategy
In 2022 retailers, small businesses, startups, and corporations are expected to use TikTok to create meaningful short videos that could captivate the attention of GenZ.
Only 31.3% of their user base is aged 40 and over, making this application suitable for companies with the target audience as young people.
Spend on digital media to connect with your audience, analyze the results, and optimize it to get better performance
New research shows that consumers may be more receptive to advertising on smaller channels like TikTok, Snapchat, and Pinterest than the more extensive social networks. Google Search Trends also show increasing search demand over the last two years for ads on these networks. TikTok is leading the charge.
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Social media is an undeniably powerful strategy for your business. And social media isn't just for brand awareness, either. It's also an effective tool for generating revenue. 79% of people say that user-generated content on social media significantly impacts their purchasing decisions.
This is why you'll see more companies making dedicated social media hires in 2022 rather than tasking a busy marketing team with social media as a side project.
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Augmented Reality will become consumers' preferred way to try-on products and interact with brands.
Shop with AR
Augmented Reality (AR) has been around for a few years now, and it's becoming increasingly common for brands to use AR to enable consumers to test products before purchase.
AR has been proven effective for a business's bottom line, as well.
AR can improve click-through rates to purchase by upwards of 33%.
Build a Body of Social Media Content
Businesses should focus on the quantity and quality of their social media content. People often purchase products through Instagram and TikTok, so building a large content body is critical.
For video, have a designated person who can churn out as much video content as possible, even if it isn't perfect. People would rather see something authentic over a perfectly-created studio shoot.
Also, develop a way to collect user-generated images, videos, and reviews from your customers. Dialogues with existing customers is a fantastic retention strategy and help you access new content.
Booming creator economy and rise of influencer marketing tactics: What you need to know as a founder?
A new era of social media marketing is here, and it is here to take over and influence the marketplace. There have been extraordinary changes across the marketing landscape in the last few years. After investing in online marketplaces, affiliate marketing, and other social media marketing strategies, brands are now shifting towards investing in influencer marketing, driving the market towards a creator-dominated economy.
The influencer or creator market is now worth over $100 billion and is predicted to expand further in the coming years. Many platforms have started to invest profoundly in creator-based marketplaces. Instagram, Twitch, Pinterest, TikTok are among the prime examples of platforms that provide a place for the creator economy to boom by offering tools to support the functioning of the influencer marketplace.
Investing in creator-focused marketing makes more sense because social media platforms are transitioning into e-commerce. It makes sense to invest in people creating product-specific content, driving customer engagement, cultivating a community, and helping the sales of products.
The businesses should prepare themselves for this significant shift by building a strategy to fit influencer marketing, and collaboration with influencers, into their digital marketing campaigns. For creating a successful influencer marketing strategy, businesses need to define their goals.
One of their priorities should be to approach a new customer base and not expect to make a sale right away. Knowing the consumer base is also essential in strategizing, as this will give the marketers an idea about the audience they are trying to influence. Recruiting an influencer who shares similar values and is authentic with their audience is essential for the success of a campaign. You should select the influencers based on 3 Rs-Relevance, Reach, and Resonance. Once the campaign is launched, measuring the results is comparatively easy and can be done using the metric of engagement. How many people engage with the influencer's post will determine the number of your potential customers.
YouTube Ad placements could bring a lot of brand awareness to you.
YouTube ad placement
Google has announced that YouTube-connected TV placements will be included automatically in video action campaigns. This is just another opportunity for businesses to broaden their reach. These advertisements push consumers to the company website and collect lead forms on Android mobile devices. However, getting in front of a relevant audience has always been the benefit of YouTube.
Craft "Mature" Influencer Marketing Campaigns
Working with influencers is no longer a "nice to have." Businesses need to consider influencers as a critical part of their marketing strategy to stay competitive. And it's not about mass appeal and reaching massive follower bases. It's about collaborating with trusted creators, developing strategic, long-term relationships, and creating impactful content that resonates with core audiences.
Put Emphasis on Value-Driven Content
Value-driven content has become the norm, and authenticity is the gold standard. Businesses should emphasize content that reinforces a company's missions and purpose and helps to build trust with customers. It often includes addressing diversity and inclusion, sustainability, and social responsibility. Customers are looking for digestible content that makes purchasing decisions more accessible. At the same time, a business' value proposition needs to be in front and center.
Short-form Video Marketing is ruling. Including it in your strategy would mean more engagement and awareness.
Short-form video marketing has become viral thanks to applications like TikTok and Instagram. Video marketing is a visual way to deliver eye-catching, engaging, and shareable content. Plus, it caters to mobile users' shrinking attention spans. Many big brands have TikTok accounts now where they participate in trends, post branded content, and personally interact with their followers. Short-form video content can also be posted as Instagram Reels, Facebook Stories, and YouTube Shorts.
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