Every year, I look forward to the reports produced by Buffer. If you don’t know Buffer, they are a social media tool that lets you plan and publish your content for Instagram, Facebook, Twitter, Pinterest, and LinkedIn, all from one simple dashboard. I, personally, always liked it much better than Hootsuite.
Recently, Buffer released their State of Social 2019 report that shares “how marketers across the globe think about social media, what’s working, how the industry is changing, and more.” On episode 12 of TRIPOD, the Tricycle Creative Marketing podcast, Chris and I discussed some key takeaways from the report that you can use and apply to your marketing strategy.
Takeaway 1: Consider Advertising In Instagram Stories
57% of brands believe that stories have been “Somewhat effective” or “Very effective”
Instagram Stories are a big deal. That’s not news. In January 2019, it was reported that 500 million people use Instagram Stories (compared to Snapchat’s sub-200 million number). If you’re not already running ads in Instagram Stories, it should be something to consider for your business. Remember, Instagram ads are created inside Facebook Ads – they are just a specific placement location (not a stand-alone campaign).
Interested in doing this but not sure how? Need help creating the ads? Let’s chat.
Takeaway 2: Post Content on LinkedIn
Just as we found last year, Facebook is the most popular channel for businesses to share video content (81%), with YouTube in second (62%), and Instagram third (57%). LinkedIn is fifth (32%), and could be a channel to watch in 2019, with early data showing that videos on LinkedIn are getting shared 20+ times more than any other content.
Even if you don’t have a Company page on LinkedIn, you should definitely consider creating and sharing videos about your business on LinkedIn (especially if you are B2B). I find myself spending more and more time on LinkedIn and LOVING my newsfeed.
Takeaway 3: If No One Else Is Going To Use IGTV, Maybe You Should Try It
Just 12.2% of respondents said their business had used IGTV in 2018 and 72 percent said they have no intentions to create content for IGTV in 2019.
This one’s interesting. And while I’m not saying you should go “all in” with IGTV, the fact that Instagram continues to push and promote it means that it may be a place where you can succeed because there’s not much competition. Like any other content campaign, do the responsible thing: test, measure, and adjust.
Takeaway 4: Set Proper Expectations When It Comes To Social Media Marketing
This is a great part of the report for anyone struggling to understand the role of social media. Social media should not be the end-all, be-all of your marketing strategy. It absolutely can generate great results by itself BUT it is best when combined with all other marketing and sales strategies.
Used to be, it was a rule of thumb that someone had to have 5-7 “touches” (views, interactions, etc) before they took action. Those “touches” used to come by way of billboards, printed ads, TV/radio ads, etc. Nowadays, the world is noisier. The number of “touches” is probably twice that and social media has replaced many of those outlets.
Engagement and Traffic are great ROI measurements when it comes to social media. Even now, trying to directly tie sales to social is an incredibly difficult task.
TRIPOD is a Marketing podcast produced by Tricycle Creative that aims to help business owners and entrepreneurs be better Marketers. Each episode features news, tips, interviews, and commentary from the worlds of Marketing, Media, and Miscellaneous.