HOW CONTENT DRIVES SOCIAL MEDIA MARKETING
Creating compelling content for social media marketing purposes is not only the most effective tactic used, it is also the most difficult tactic to execute.
What types of content are marketers using and how are they using them to achieve objectives?
To find out, Ascend2 and our Research Partners fielded the Social Media Marketing Trends Survey and completed interviews with 294 marketing, sales and business professionals from around the world. We thank them for sharing their valuable insights with you.
The charts in this edition of the study titled Social Media Marketing Trends Survey Summary Report represent the average of all market segments responding to the survey. Specific market segments from the survey are reported on separately and exclusively by our Research Partners.
This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published.
Table of Contents
- Most important social media objectives
- Success achieving important objectives
- Most challenging obstacles to success
- Most effective social media tactics used
- How tactical effectiveness is changing
- Most difficult social media tactics to execute
- Most effective resources used
- Comparative analysis of social media tactics
- Most effective types of social media content
- How social media budgets are changing
MOST IMPORTANT SOCIAL MEDIA OBJECTIVES
To increase awareness of your brand on social media, your audience needs to be engaged more frequently and more effectively. Achieving these outcomes are the most important objectives of a social media marketing strategy.
SUCCESS ACHIEVING IMPORTANT OBJECTIVES
Approximately two-thirds (65%) of companies consider their social media programs somewhat successful and another 13% are very successful. The remaining 22% are struggling to develop and execute a strategy for social media that will achieve their important marketing objectives.
MOST CHALLENGING OBSTACLES TO SUCCESS
An inability to measure social media ROI is a top barrier to achieving success for half of the companies surveyed. It is much more difficult to measure and attribute “soft” objectives like engagement and brand awareness directly to revenue than “hard” objectives like lead generation.
MOST EFFECTIVE SOCIAL MEDIA TACTICS USED
Tactical effectiveness is key to achieving important social media marketing objectives. Creating compelling content and posting it on social networks are the most effective tactics marketers use.
HOW TACTICAL EFFECTIVENESS IS CHANGING
The effectiveness of social media marketing tactics companies use to achieve their important objectives is increasing for 77% of companies. Social media marketing is no longer in its infancy. And the more mature a tactic is, the more difficult is to increase effectiveness to this extent.
MOST DIFFICULT SOCIAL MEDIA TACTICS TO EXECUTE
Content marketing on its own has become an incredibly effective and popular tactic. Creating content for social media marketing purposes is a time and resource-intensive tactic worth executing despite the degree of difficulty required.
MOST EFFECTIVE RESOURCES USED
80% of companies outsource all or part of their social media marketing tactics to gain experience and skills not available internally. The degree of difficulty required to execute many of the most effective tactics, especially content creation, is driving a growing reliance on outside resources.
COMPARATIVE ANALYSIS OF SOCIAL MEDIA TACTICS
Creating compelling content for social media marketing purposes is not only the most effective tactic used, it is also the most difficult tactic to execute. But when a tactic is far more difficult to execute than it is effective (e.g. SEO for social sites) should it be eliminated from the strategy?
MOST EFFECTIVE TYPES OF SOCIAL MEDIA CONTENT
Videos and infographics have become the most effective types of content used for social media marketing purposes. Humans are hardwired to want things – now. It’s called instant gratification, and it’s a powerful force driving the popularity of content like videos and infographics.
HOW SOCIAL MEDIA BUDGETS ARE CHANGING
With effectiveness increasing for more than three-quarters (77%) of companies, it is not surprising that budgets for social media marketing are increasing for 67%. Only 2% acknowledge a decrease in their marketing budget for the social media channel while 31% are staying the same.
Ascend2 benchmarks the performance of popular digital marketing strategies and practices using a standardized questionnaire, research methodology and proprietary 3-Minute Survey format. Findings are examined in a quantitative context by experienced analysts and reported objectively.
This survey was conducted online from a panel of more than 50,000 US and international marketing, sales and business professionals representing a range of demographic roles, channels and company sizes as follows:
Number of Employees
- More than 500: 31%
- 50 to 500: 19%
- Fewer than 50: 50%
Role in the Company
- Owner / Partner / CXO: 38%
- VP / Director / Manager: 43%
- Non-Management: 19%
Primary Marketing Channel
- B2B: 66%
- B2C: 19%
- B2B and B2C Equally: 15%