MARKETING
B2B & B2C Instagram Marketing Trends of 2022 [Data from 500 Marketers]
When it comes to social media, there are a lot of differences in which channels B2C and B2B brands prioritize.
According to HubSpot Blog Research surveying 500+ marketers in 2021, 75% of B2B businesses currently leverage Facebook compared to only 66% of B2C.
60% of B2C businesses leverage YouTube, 24% more than B2B businesses. For Twitter, the same is true – it’s more popular among B2C brands than B2B businesses.
When we narrow it down to Instagram, how do they compare? Let’s dive into the key differences between B2C and B2B brands on the social platform.
B2B Trends and Tactics
Better Success with Influencer Marketing
When it comes to influencer marketing, B2B companies are reporting much higher return on investment than B2C companies. In fact, 25% of B2B marketers say it’s the marketing strategy they plan to leverage the most in 2022, compared to only 10% of B2C marketers.
When asked to rank the ROI of partnering with influencers, 70% of B2B marketers say it offers high ROI compared to only 51% of B2C marketers. Most B2C brands report average ROI from this strategy.
As a result of this, 68% of B2B marketers plan to increase their investment in influencer marketing in 2022.
However, when we look at partnering with brands and accounts with similar audiences, things shift.
B2C marketers are having better luck – 51% report high ROI, 12% more than B2B marketers.
More Branded Hashtag Trends and Challenges
While the research shows that both B2C and B2B brands are leveraging hashtags at the same rate, B2B brands seem to be getting better results.
12% of B2B marketers say this strategy has resulted in the biggest ROI, compared to only 7% of B2C marketers.
In addition, roughly 96% of B2B marketers plan to continue or increase their investment in branded hashtag trends and challenges.
A Focus on Educational and Authentic Content
When asked to rank their top-performing strategies on Instagram, most B2B brands ranked educational content pretty low. It fell behind most strategies including IG shopping tools, creating engaging content, audience interaction, and ad campaigns.
Only 4% of B2B marketers say it offered the highest ROI.
Despite this, 68% plan to increase their investment in creating educational or informative content.
Meanwhile, 46% of B2C marketers plan to do the same. This is likely because, for many B2C brands (27% specifically), 2022 will be the first time they leverage this strategy.
Authentic, behind-the-scenes content is another big play for B2B brands. They plan to leverage this content type 16% more than B2C brands, according to our research.
We know why – 16% of B2B marketers say this content type has resulted in the biggest ROI in 2021, compared to only 6% of B2C marketers.
So, while most B2B marketers (63%) plan to increase their investment in this content type, 10% of B2C will be decreasing it. In fact, it’s the content type with the highest divestment percentage for B2C brands.
B2C Trends and Tactics
Higher Priority on Customer Service
B2C brands are leveraging Instagram for customer service more than B2B brands – 14% more to be exact.
Wondering why? Two reasons.
The first is that it aligns with their business goals. Roughly 27% of B2C marketers say improving customer service and retention is one of their primary goals on Instagram and will continue to be in 2022.
The second reason is that this strategy is paying off.
44% of B2C marketers say leveraging IG for customer service offers high ROI and 51% say average ROI.
More Use of Shopping Tools
In 2022, 34% of B2C brands are focused on advertising their products and services, compared to only 22% of B2B brands.
Knowing this data, it makes sense that Instagram’s shopping tools are more popular among B2C brands.
In addition to aligning with their goals, 48% of B2C marketers say it offers a high ROI. In fact, y it’s their best performing Instagram strategy along with leveraging the platform for customer service.
Despite these promising numbers, not all B2C brands have been trying out this strategy. For 37% of B2C marketers, 2022 will be their first time doing so.
Another reason why these shopping tools aren’t more popular with B2B brands is the revenue. 48% of B2B marketers say the biggest challenge they face is that it doesn’t generate enough sales.
An Emphasis on a Consistent Brand Voice
Thirty-six percent of B2C brands say a lack of a consistent aesthetic or voice has caused them to lose followers – 10% higher than for B2B brands.
42% plan to leverage this for the first time in 2022. However, those who use it say it’s the second-highest performing marketing investment behind creating content that encourages engagement.
In addition, 16% of B2C marketers say it’s the marketing strategy they’ll invest the most in, compared to only 9% of B2B brands.
Although B2B and B2C brands mostly intersect in their top goals, how they use the platform differs greatly.
MARKETING
Trends in Content Localization – Moz
Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.
Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.
Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.
MARKETING
How AI Is Redefining Startup GTM Strategy
MARKETING
More promotions and more layoffs
For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.
The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.
Dig deeper: How to overcome marketing budget cuts and hiring freezes
Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643.
Here are the median salaries by role:
- Senior management $199,653
- Director $157,776
- Manager $99,510
- Staff $89,126
Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.
One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%).
Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.
Dig deeper: Skills-based hiring for modern marketing teams
Employee turnover
In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”
Men and Women
This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.
In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.
Methodology
The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents.
Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.
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