The beginning of the brand new 12 months is an thrilling time for entrepreneurs to re-evaluate their social media advertising methods and reap the benefits of new alternatives as social platforms evolve.

From new options to algorithm updates and disruptive social apps, maintaining with these adjustments will be difficult, but in addition permits you to faucet into thrilling new prospects to assist your organization develop higher in 2022.

That will help you get probably the most of your social media technique within the new 12 months, I just lately revealed findings from the HubSpot Weblog’s Social Media Tendencies Survey, the place I collected knowledge from greater than 300 B2B and B2C entrepreneurs to reply questions like:

• Which social media platforms are entrepreneurs at present leveraging?
• What kind of content material are entrepreneurs posting and which codecs do they use most?
• Which platforms, content material varieties, and codecs have the most effective ROI?
• When is the most effective time and day of the week to publish on social media?
• What challenges do social media entrepreneurs anticipate in 2022?
• What are entrepreneurs’ plans and expectations going into 2022?”

I’ve taken a deep dive via our survey knowledge and made an inventory of a number of the key suggestions social media entrepreneurs ought to contemplate in 2022. Listed below are only a few options, based mostly on our knowledge.

8 Information-Backed Social Media Advertising and marketing Suggestions for 2022

1. Champion your organization values.

Content material that displays your model’s values is the most well-liked kind of content material amongst social media entrepreneurs proper now and has the third highest ROI of any content material kind.

It will proceed rising in 2022 as 95% of those that leverage one of these content material plan on growing or sustaining their funding, and 21% plan to make use of it for the primary time.

This aligns with our earlier advertising tendencies survey, the place we discovered that social duty can be a high pattern in 2022.

Moreover, we discovered that social media entrepreneurs who say their social media technique has been efficient in 2021 are 21% extra prone to leverage content material that displays their model’s values than those that reported an ineffective social media technique final 12 months.

2. Embrace humorous, interactive, and relatable content material.

Humorous content material has the best ROI of any content material kind and can be rated the simplest by social media entrepreneurs. Using humorous content material will proceed to develop in 2022, with 33% planning to take a position extra in humorous content material than some other format.

Moreover, 56% of those that don’t use humorous content material plan to leverage it for the primary time in 2022, whereas 95% of those that already use it can improve or keep their funding this 12 months.

Interactive content material is No. 2 on the subject of utilization, ROI, and effectiveness, and also will develop considerably in 2022.

49% of those that don’t leverage interactive content material plan to make use of it for the primary time in 2022, whereas 97% of those that already use it plan to take a position extra or keep their funding this 12 months.

On high of all that, we discovered that social media entrepreneurs who say their social media technique has been efficient in 2021 are 25% extra prone to leverage interactive content material than those that reported an ineffective social media technique final 12 months.

Relatable content material will see elevated funding amongst present customers in addition to first-time customers.

54% of social media entrepreneurs who don’t leverage relatable content material are planning to for the primary time this 12 months, whereas 93% of entrepreneurs who already leverage it plan to extend their funding or proceed investing the identical quantity in 2022.

3. Don’t select influencers based mostly on follower depend.

Followers aren’t all the things. Influencer entrepreneurs are inserting an emphasis on high quality of content material first, then engagement charges, alignment with values, and aesthetic, adopted by follower depend at #5 on that listing.

Social media entrepreneurs who say their social media technique has been efficient in 2021 are 26% extra prone to contemplate the standard of influencers’ content material when figuring out which influencers to companion with on social media than those that reported an ineffective social media technique final 12 months.

Micro-influencers (10k-100k followers) are the most well-liked kind of influencer entrepreneurs work with, nevertheless it isn’t essentially as a result of they’re cheaper. The graph beneath reveals that the quantity corporations pay influencers can differ significantly, even after we account for the dimensions of their following. This helps our discovering that follower depend shouldn’t be what entrepreneurs are prioritizing when seeking to companion with influencers.

The standard of the influencer’s content material, the speed at which their followers have interaction, and their alignment together with your model will be rather more impactful metrics of how a lot an influencer partnership is value.

Instagram, Fb, and Twitter are the most well-liked platforms entrepreneurs leverage when working with influencers.

Fb has the most effective ROI for influencer advertising, adopted by Instagram, YouTube, Twitter, and TikTok.

4. Discover new or rising social media platforms and options.

Social media entrepreneurs seek for new or rising social platforms to leverage typically, with 86% looking out no less than as soon as 1 / 4 and lots of looking out month-to-month (29%), weekly (22%) and 20% looking out a number of occasions per week. Simply 1% say they by no means seek for new platforms.

The highest new or rising platforms social media entrepreneurs are investing in are Twitter Areas, YouTube Shorts, and Instagram Outlets.

On the identical time, they’re pulling their funding in lesser-known reside audio platforms (Spoon, Riffr, Discord Stage Channels, Spotify Inexperienced Room) as extra established ones like Twitter start to include reside audio options.

5. Put money into constructing social media communities.

64% of entrepreneurs are leveraging social media communities, and this quantity will solely continue to grow, as 30% of those that don’t use social media communities plan to begin in 2022.

Moreover, 96% of those that already leverage social media communities plan to take a position extra or proceed investing the identical quantity this 12 months.

Fb, TikTok, YouTube, Instagram, and Tumblr are the platforms entrepreneurs construct communities on most.

6. Leverage analysis and knowledge to succeed in their audience.

In our survey, we requested entrepreneurs how efficient or ineffective their social media technique has been this 12 months. I then examined our knowledge via these two separate teams, the primary being those that stated their social media technique was efficient, in comparison with the second which rated their social media technique as ineffective.

When looking for their viewers on social media, the efficient group is:

• 21% extra doubtless to make use of social listening
• 17% extra prone to analysis the demographics of social media platforms
• 17% extra prone to analysis related on-line communities
• 14% extra prone to analyze demographic knowledge their firm already has

7. To achieve youthful audiences, create short-form video content material that is humorous, fashionable, and displays your model’s values.

Youthful audiences like Gen Z (6-24) and Millennials (25-40) want shorter video content material that’s humorous, fashionable, and displays a model’s values, making platforms with short-form video options like TikTok, YouTube, and Instagram preferrred for reaching them.

8. To achieve older audiences, leverage interactive/instructional content material on Fb.

Gen X (41-56) and Child Boomers (57-75) want interactive/instructional content material, corresponding to interviews/podcasts/skilled discussions and reside movies, and Fb is their platform of alternative.

Extra Information-Backed Advertising and marketing Insights

Need much more advertising and social media knowledge? Most of the outcomes from the Social Media Tendencies survey overlapped with the Weblog’s current Advertising and marketing Tendencies survey, together with the dominance of short-form video, the ability of influencer advertising, the chance offered in “Stay” video and audio chat rooms, and the highest social media platforms.

Take a look at our detailed Social Media Advertising and marketing Report right here or our Advertising and marketing Tendencies suggestions publish right here for extra suggestions on these matters.