Connect with us


8 Data-Backed Recommendations for Social Media Marketers in 2022 [Insights from 300+ Professionals]



8 Data-Backed Recommendations for Social Media Marketers in 2022 [Insights from 300+ Professionals]

The start of the new year is an exciting time for marketers to re-evaluate their social media marketing strategies and take advantage of new opportunities as social platforms evolve.

From new features to algorithm updates and disruptive social apps, keeping up with these changes can be challenging, but also allows you to tap into exciting new possibilities to help your company grow better in 2022.

To help you get the most of your social media strategy in the new year, I recently published findings from the HubSpot Blog’s Social Media Trends Survey, where I collected data from more than 300 B2B and B2C marketers to answer questions like:

  • Which social media platforms are marketers currently leveraging?
  • What type of content are marketers posting and which formats do they use most?
  • Which platforms, content types, and formats have the best ROI?
  • When is the best time and day of the week to post on social media?
  • What challenges do social media marketers anticipate in 2022?
  • What are marketers’ plans and expectations going into 2022?”

I’ve taken a deep dive through our survey data and made a list of some of the key recommendations social media marketers should consider in 2022. Here are just a few suggestions, based on our data.

8 Data-Backed Social Media Marketing Recommendations for 2022

1. Champion your company values

Content that reflects your brand’s values is the most popular type of content among social

media marketers right now and has the 3rd highest ROI of any content type


This will continue growing in 2022 as 95% of those who leverage this type of content plan on increasing or maintaining their investment, and 21% plan to use it for the first time

This aligns with our previous marketing trends survey, where we found that social responsibility will be a top trend in 2022

Additionally, we found that social media marketers who say their social media strategy has been effective in 2021 are 21% more likely to leverage content that reflects their brand’s values than those who reported an ineffective social media strategy last year

which content has the biggest ROI chart

2. Embrace funny, interactive, and relatable content.

Funny content has the highest ROI of any content type and is also rated the most effective by social media marketers

The use of funny content will continue to grow in 2022, with 33% planning to invest more in funny content than any other format.

Additionally, 56% of those who don’t use funny content plan to leverage it for the first time in 2022, while 95% of those who already use it will increase or maintain their investment this year

Interactive content is No. 2 when it comes to usage, ROI, and effectiveness, and will also grow significantly in 2022.

49% of those who don’t leverage interactive content plan to use it for the first time in 2022, while 97% of those who already use it plan to invest more or maintain their investment this year


On top of all that, we found that social media marketers who say their social media strategy has been effective in 2021 are 25% more likely to leverage interactive content than those who reported an ineffective social media strategy last year.

which content do marketers leverage chart

Relatable content will see increased investment among current users as well as first-time users.

54% of social media marketers who don’t leverage relatable content are planning to for the first time this year, while 93% of marketers who already leverage it plan to increase their investment or continue investing the same amount in 2022

what social media content do marketers plan to invest in chart

3. Don’t choose influencers based on follower count.

Followers aren’t everything. Influencer marketers are placing an emphasis on quality of content first, then engagement rates, alignment with values, and aesthetic, followed by follower count at #5 on that list.

influencer vetting criteria graph

Social media marketers who say their social media strategy has been effective in 2021 are 26% more likely to consider the quality of influencers’ content when determining which influencers to partner with on social media than those who reported an ineffective social media strategy last year

Micro-influencers (10k-100k followers) are the most popular type of influencer marketers work with, but it isn’t necessarily because they are cheaper. The graph below shows that the amount companies pay influencers can vary greatly, even when we account for the size of their following. This supports our finding that follower count is not what marketers are prioritizing when looking to partner with influencers.

how much do companies pay social media influencers chart

The quality of the influencer’s content, the rate at which their followers engage, and their alignment with your brand can be much more impactful metrics of how much an influencer partnership is worth.

Instagram, Facebook, and Twitter are the most popular platforms marketers leverage when working with influencers.


Facebook has the best ROI for influencer marketing, followed by Instagram, YouTube, Twitter, and TikTok.

4. Explore new or emerging social media platforms and features.

Social media marketers search for new or emerging social platforms to leverage often, with 86% searching at least once a quarter and many searching monthly (29%), weekly (22%) and 20% searching multiple times a week. Just 1% say they never search for new platforms.

The top new or emerging platforms social media marketers are investing in are Twitter Spaces, YouTube Shorts, and Instagram Shops

At the same time, they are pulling their investment in lesser-known live audio platforms (Spoon, Riffr, Discord Stage Channels, Spotify Green Room) as more established ones like Twitter begin to incorporate live audio features.

which new and emerging platforms are marketers leveraging

5. Invest in building social media communities.

64% of marketers are leveraging social media communities, and this number will only keep growing, as 30% of those who don’t use social media communities plan to start in 2022.

Additionally, 96% of those who already leverage social media communities plan to invest more or continue investing the same amount this year.

Facebook, TikTok, YouTube, Instagram, and Tumblr are the platforms marketers build communities on most.

6. Leverage research and data to reach their target audience.

In our survey, we asked marketers how effective or ineffective their social media strategy has been this year. I then examined our data through these two separate groups, the first being those who said their social media strategy was effective, compared to the second which rated their social media strategy as ineffective.


When trying to find their audience on social media, the effective group is:

  • 21% more likely to use social listening
  • 17% more likely to research the demographics of social media platforms
  • 17% more likely to research relevant online communities
  • 14% more likely to analyze demographic data their company already has

ineffective vs effective social media marketers

7. To reach younger audiences, create short-form video content that’s funny, trendy, and reflects your brand’s values.

Younger audiences like Gen Z (6-24) and Millennials (25-40) prefer shorter video content that is funny, trendy, and reflects a brand’s values, making platforms with short-form video features like TikTok, YouTube, and Instagram ideal for reaching them.

8. To reach older audiences, leverage interactive/educational content on Facebook.

Gen X (41-56) and Baby Boomers (57-75) prefer interactive/educational content, such as interviews/podcasts/expert discussions and live videos, and Facebook is their platform of choice.

More Data-Backed Marketing Insights

Want even more marketing and social media data? Many of the results from the Social Media Trends survey overlapped with the Blog’s recent Marketing Trends survey, including the dominance of short-form video, the power of influencer marketing, the opportunity presented in “Live” video and audio chat rooms, and the top social media platforms.

Check out our detailed Social Media Marketing Report here or our Marketing Trends recommendations post here for more recommendations on these topics.

New call-to-action

Source link


How To Create a Content Marketing Strategy for Your Personal Brand



How To Create a Content Marketing Strategy for Your Personal Brand

Updated August 17, 2022

Anyone who didn’t win the billion-dollar Mega Millions jackpot this year needs to read this article.

With the talk about the Great Resignation (or Great Reshuffle), I bet you’ve pondered the future of your money-making work. Even if you’re completely satisfied with your current employment, it’s smart to plan for future promotions and pivots (especially unexpected ones).

And that requires doing something today that should feel very familiar: creating a content marketing strategy.

This time, though, you’ll create it for your personal brand.

Not sure you need to invest the time?

Consider these wise words from a CMWorld Twitter chat a couple of years ago that still ring true today:


“Careers in marketing make personal branding even more important. If you can’t develop your own brand, people might not have the confidence that you can help them develop a company’s/product’s/agency’s brand,” Mike Myers tweeted.

The chat’s guest speaker, Anh Nguyen, agreed: “All the knowledge and experience gained for your personal brand can be scaled for content marketing for a client or an employer.”

The knowledge and experience you gain from marketing your #PersonalBrand can be scaled for employer or client #ContentMarketing, says @AnhTNguyen via @AnnGynn @CMIContent.

What is a personal brand?

Before you can craft your personal content marketing strategy, it’s important to understand what a personal brand is.

“Think of it as your reputation and calling card to the world,” Anh said in the Twitter chat. “Your personal brand helps you connect with prospective employers, clients, customers, collaborators, and so on.”

Gabriela Cardoza explained in the chat that a personal brand helps you:

  • Differentiate yourself
  • Build thought leadership
  • Grow trust and credibility
  • Build a network

You have a personal brand already. Every time you engage with people, you create perceptions of who you are in their minds.

When you craft a content marketing strategy for your personal brand, you’ll set yourself on a path toward shaping those perceptions to help you achieve your goals.

Craft a #ContentMarketing strategy for your personal brand and get on an intentional path to achieving your goals, says @AnnGynn via @CMIContent. Click To Tweet


Use these seven steps to create a documented content marketing strategy for your own brand.

1. Craft a brand mission statement

All good content marketing strategies start with understanding the mission and goals. Thus, the first step in your personal content marketing strategy is to create a mission statement.

Here’s how Gabriela broke down the components of a personal brand mission statement:

  • Who you are
  • What you do
  • What you stand for
  • What your unique value is

I’ll add one more – What do you want to achieve with your brand?

Here’s a personal brand mission statement that might work for a content marketing writer:

I use my creativity and sense of business to help B2B brands engage with their audiences through compelling content. I work to ensure my content is equitable and inclusive. I want to grow my recognition as a go-to resource in the content marketing industry.

TIP: You can’t develop your personal brand without considering your employer’s brand because you’re tied together publicly. Tweak or supplement your personal mission statement accordingly.

You can’t develop your #PersonalBrand without considering your employer’s brand. You’re tied together publicly, says @AnnGynn via @CMIContent. Click To Tweet

2. Write an editorial mission statement

Put together your personal editorial mission statement, which connects to your brand mission.

CMI’s Jodi Harris writes that a great content mission statement details three elements (I’ll go into more depth on each later):

  • Core audience – who you aim to help (serve) with your audience
  • What you’ll deliver – the kind of information you provide
  • Outcome or benefit – the things your audience can do (or will know) because of your content

A content mission statement answers the why, who, and what of your #content, says @joderama via @AnnGynn @CMIContent. #ContentMarketing #PersonalBrand Click To Tweet

You don’t need an elaborate statement. Just give a brief overview in a sentence or two.

With your personal brand and editorial mission statements complete, you now have the required footing to develop a content marketing strategy.

3. Detail your brand’s content marketing goals

Your personal content marketing can help you achieve your professional goals (to get a raise, a new job, more clients, etc.), but those aren’t your content marketing goals.

Content marketing involves creating and distributing content to attract and retain your audience and, ultimately, drive profitable action.

Here are some personal content marketing goals to consider:

  • Build brand awareness: Get your name out there.
  • Earn brand trust: Help people see you as a valuable, reputable resource.
  • Deepen brand loyalty: Connect with people on a deeper level (e.g., get them to sign up for your newsletter or share your content).
  • Attract strategic partners: Get people to want to help you (e.g., guest blogging and conference speaking).

Once you define your content marketing goals, you can zero in on the right audience.

4. Detail your target audience

You know what you want, but what does your audience want?

First, describe who your audience members are. What industries do they work in? What roles or titles do they have?

Then detail their interests and behaviors. What do they want to know? What are their pain points? Where do they live (online or geographically)?


Let’s say you’re a content marketing specialist for a financial services company. Your goal is to build awareness of your name and skills. Your audience members are managers and directors of content marketing, communications, and marketing in the finance industry. They want to know more about how to get buy-in and budget support from their firm’s leaders. They check LinkedIn every few days but never use Facebook.

5. Identify your content sweet spot

Think of a Venn diagram. In one circle are your content marketing interests. In the other circle are your audience’s interests and needs. Where the two circles overlap is your content sweet spot.

These are the primary topics that your personal content marketing should cover.

You can also determine preferred content formats and distribution vehicles. For example, if your audience prefers podcasts over videos and you’re looking to build a subscriber database, you would want to create a podcast rather than start a YouTube channel. Or, if your audience usually attends an industry conference, you could submit a proposal to speak at the event. If your goal is brand awareness, you could offer guest blogs on sites your audience visits.

6. Build your content calendar

Now that you have identified your topics, formats, and distribution platforms, it’s time to build an editorial calendar. But remember, you’re just one person – and you probably already have a day job. This is not the time to be ambitious.

I recommend creating a minimum viable calendar – the least you know you can create and publish regularly. If that’s just one blog post a month or a quarterly LinkedIn profile review, that’s fine. If you attempt to do too much and fail to hit on every cylinder, you’re more likely to give up entirely. By setting realistic expectations, you’re more likely to keep going.

Create an editorial calendar for your personal #ContentMarketing. But don’t attempt to do too much, or you’ll give up, says @AnnGynn via @CMIContent. #PersonalBrand Click To Tweet

7. Set measurable goals

Now that you have documented your purpose, audience, content formats, and frequency, you should add numbers and dates to the personal content marketing goals established in Step 3.


For example, if your content marketing goal is to earn brand trust, your metric might be to gain 50 subscribers to your newsletter in the next three months.

It’s important to connect measurable goals to all your tactics – it’s key to understanding how well your content works.

TIP: You might struggle to come up with realistic numeric goals in the beginning. Don’t let that prevent you from setting them. If you find your numbers were unrealistic in your review, change them. That’s one of the perks of developing your brand – no clients or bosses to complain about the shift.

Connect measurable goals to all your tactics so you’ll know if your #Content is working, says @AnnGynn via @CMIContent. Click To Tweet

Make yourself accountable

The hardest part of your personal content marketing strategy may be that you’re doing it alone. Without a boss or client expecting your content, it’s easier to push off the work.

Set deadlines for every step in the content production and distribution process. Mark them on your calendar. If you get overloaded and know you won’t meet one, move it out, but don’t remove it from the calendar, or you’ll never get it done.

Want to add one more layer to your accountability? Get an accountability partner. Share your production calendar with that person. Treat this partner as you would a client or boss – let them know when the step is done or tell them about the revised date for completion. (You can do this simply by using the calendar’s notification system.) Even better, become the accountability partner for them too.

Let’s get started. On what date will you complete your personal brand content marketing strategy? Note it in the comments, and I’ll reach out that day to see if you’re done.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

Cover image by Joseph Kalinowski/Content Marketing Institute

Source link

Continue Reading

Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address