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New Report Looks at Evolving Consumer Expectations from Brands on Social Media [Infographic]

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The team from Sprout Social have released their latest ‘Social Index’ report, which looks at a range of key trends in social media marketing, and how brands can make best use of social media channels now in order to maximize awareness and connection with consumers.

Sprout’s report incorporates responses from over 1k marketers and 1k consumers, in order to provide perspective not only on what people are looking for from brands online, but also, how marketers are currently utilizing social platforms, and their understanding of these same shifts.

You can download the full, 23-page report (with email sign-up) here, but in this post, we’ll take a look at some of the key points.

First off, Sprout includes a listing of the key things that consumers are looking for from brands on social, which could provide some additional guidance for your approach.

Sprout Social Index Report

Customer service is a key focus point, as further highlighted in this chart:

Sprout Social Index Report

The two key themes here are customer response and engagement, so the message is fairly clear. If you want to make the most of your brand’s social media presence, you need to keep the ‘social’ element in mind, and engage with people, where possible, when they interact with your business.

Social media provides people with a voice, and a means to be heard – and what most want as a result is to know that someone is actually listening. You may not be able to solve every issue and problem, but by simply acknowledging such engagement, and providing customer support and service capacity as required, you could go a long way to helping improve your standing.

Which, going on this next note, is increasingly important:

“Nine out of 10 consumers will buy from brands they follow on social, while 86% will choose that brand over a competitor.”

Sprout Social Index Report

Your social media following is about more than just numbers, and by establishing a clear strategy, in alignment with these points, that could play a key role in boosting your brand, and encouraging purchase activity.

Those actions won’t always be direct, which can make them harder to quantify, but the responses here show that engaging, customer service focused brands, which also produce memorable content, will eventually help to influence shopping activity, based on the relationships they build with their target audiences within social apps.

It’s also worth noting the extended branding benefits, and impacts, of the same. 

Sprout Social Index Report

People are going to share their opinions about your brand on social, while it’s also now the preferred platform for brand queries. Those that have a refined, evolved social strategy, which includes listening, monitoring for key mentions, and providing a responsive, engaged presence, which is also attuned to key trends, will be best placed to capitalize on such, and meet evolving consumer expectations.

Online connection became even more important over the past 12 months, with physical stores shut down, and people seeking ways to stay connected while apart due to COVID-19 restrictions. That’s made people more reliant on social platforms, in a range of ways. These insights underline that shift, and now that these behaviors have become even more habitual, it’s likely that the same trends will hold as we move on to the next stage.

Definitely worth noting in your social media marketing approach.

There’s a heap more insight in Sprout Social’s full ‘Social Index XVII’ report, which you can download here.  

Socialmediatoday.com

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How to Successfully Use Social Media: A Small Business Guide for Beginners [Infographic]

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How to Successfully Use Social Media: A Small Business Guide for Beginners [Infographic]

Are you a small business owner or marketing manager, just getting started on building your social media strategy? Need to learn the basics before launching your first social media campaign?

In this infographic, Sprout Social shares social media tips broken down as follows:

  • Who uses social media?
  • What does social media do for you?
  • Define your goals
  • Targeting your audience
  • Choosing a platform
  • Social media metrics

Check out the infographic below to learn more.

How to Successfully Use Social Media: A Small Business Guide for Beginners

Sprout Social

 

 

 

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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

Moore Digital, which assists nonprofit clients with fundraising, has named Adva Priso as chief strategy officer and Bonnie Huey as senior vice president of
digital media.

They are joining a team of “more than 70 top digital experts from across the for-profit and nonprofit industries, including strategists,
media planners and …



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Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

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Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

Pinterest has posted its Q4 and full-year earnings for 2022, showing steady increases in both users and revenue, as it continues to build out its various offerings.

First off, on users, Pinterest added five million more active users – most of them coming from Europe – within the final measurement period of last year.

That’s a good sign for Pinterest, which actually lost users in early 2021, after the COVID-induced boom in eCommerce activity of the previous year, which saw the platform post record high usage numbers.

Many analysts and businesses seemed convinced that the COVID boost to online shopping would hold, even after the pandemic ended. That lead to companies like Meta, Google, Amazon and Twitter investing big into commerce solutions – but many of the staff they put on were eventually culled in the most recent round of lay-offs, because once physical stores re-opened, people actually did go back to shopping as normal, as opposed to continuing to rely on online options.

Pinterest felt that the most, but now, it’s steadily building back up again, as it continues to refine its solutions around evolving shopping behaviors. Which includes video content.

Pinterest’s big winner on this front has been Idea Pins, its Stories-like option which presents uploaded video in a swipeable, full-screen display.

Pinterest Ideas Festival updates

The emphasis on this format has helped boost the platform’s appeal with younger audiences, with Pinterest reporting that Gen Z was the fastest-growing demographic on the platform, increasing double digits year over year.

“Gen Z sessions grew much faster year over year than sessions from older demographics, while nearly half of all new videos pinned in Q4 were from Gen Z users.”

Pinterest also says that sessions continued to grow faster than MAUs, an indicator that it’s driving better engagement overall, while it also increased its overall video supply by 30%, another marker of the popularity of Idea Pins.

Because you can’t post video as a native pin anymore, only in Idea Pins (or paid ads), underlining the focus on the format, and Pinterest’s evolving usage.  

On the revenue front, Pinterest posted a 4% year-over-year increase, after bringing in $877 million Q4.

Pinterest Q4 2022

As you can see in this chart, Pinterest’s revenue is climbing steadily, though its revenue splits remain concerning:

Pinterest Q4 2022

Or maybe you see this as an opportunity, with Pinterest still able to potentially eek out a lot more revenue from regions outside of the North American market. Definitely, it’s got some work to do in that ‘Rest of World’ bracket.

But Pinterest is still developing, and is still expanding its ad and business offerings into new regions. So there is, indeed, potential there – yet the size of the gap here is a concern.

Still, there is growth, slowly but surely, and maybe, if you’re a believer, you can see more ways for Pinterest to generate much bigger revenues moving forward.

Pinterest remains focused on shopping, and highlighting relevant products to users, with its ever-evolving recommendation engine providing better content matches to more users every day. It’s also investing in live-stream shopping, a trend that all platforms hope will catch on in western markets, while it’s developing more presentation tools for Idea Pins to capitalize on that engagement.

In combination, these approaches are working – but at the same time, usage growth in your local market may have stalled, going on these charts.

And of course, while overall growth is interesting, what marketers want to know is whether their customers are there.

For this, you can use Pinterest Trends, which enables you to search for the most popular Pin trends by region.

Pinterest Trends

Tap into these with Idea Pins and you’ll likely be on the right path, based on these latest insights from the app.

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