Social Media Marketing
The resurgence of social media
One marketing discipline that rose back to prominence in 2020 is social media. It makes sense – as the world was forced to remain physically distanced, social media bridged the gap and kept us connected to family, friends, and the brands we love.
Until earlier this year, most brands knew where they stood on social media. They had the right balance of engagement, listening, content, and advertising. However, once the pandemic hit, the rules of the game changed.
New social rules for marketers
Hootsuite, the most widely used social media management platform, just released its annual ‘Social Trends Report‘ to help marketers plot their course in 2021. The report is based on a survey of 11,189 marketers and is supplemented with insights from interviews with dozens of industry experts and third-party research from leading industry analysts. Here are some of the highlights for marketers:
Trend 1: The race to ROI: Social bridges the gap to a new customer experience
Almost three-quarters of marketers surveyed for the report ranked “increased acquisition of new customers” as their top outcome for social media in 2021, a 58% year-over-year increase. However, transactions alone don’t create memorable brands or ensure long-term growth.
In 2021, marketers will continue to use social media to meet two equally urgent imperatives:
Deliver short-term ROI with targeted performance marketing tactics
Building innovative digital experiences to win long-term loyalty