Research by Hubspot
1. In 2020 and 2021, consumers paid more attention than ever to how #brands treated their customers, audiences, employees, and the world around them.
As brands took on more social responsibility, they found reward in existing and new audiences who shared their values and gained trust, credibility, memorability, and awareness.
Moving into 2023 and onwards, more marketers recognize the importance of social responsibility and will align brand value for maximum impact!
2. 'Meme' Magnify Moments --
What are memes? "They’re concepts, behaviors, or ideas that spread on the internet. A meme can be any type of media format, including a GIF, video, text-post, or basic image."
e.g.: Netflix leverages its extensive media library to (re)create relevant, funny memes like the one 👉 https://bit.ly/3ue41Xm
Bottom Line: Embrace funny, interactive, and relatable content!
93% of marketers who already leverage it plan to increase their investment or continue investing the same amount in 2023. Our recent example: https://bit.ly/3og9ucx
3. Influenced by Influencer Marketing —
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.
Facebook has the best ROI for influencer marketing, followed by Instagram, YouTube, Twitter, and TikTok.
4. In Search of New Oceans —
Search is on 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.
5. Community Building — 64% of marketers are leveraging social media communities, and 30% of those who don’t use social media communities plan to start in 2022 and beyond.
Facebook, TikTok, YouTube, Instagram, and Tumblr are community building platforms of choice.
6. Researching Target Audience
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
7. Younger Audience Palette --
#GenZ and #Millennials prefer shorter video content that is funny, trendy, and reflects a brand’s values. TikTok, YouTube, and Instagram ideal for reaching them.
8. Older Audience Palette --
#GenX & Baby Boomers prefer interactive/educational content, such as interviews/podcasts/expert discussions and live videos, and Facebook is their platform of choice
Stay Tuned! Stay Curious!
"Your goal is not to make money from them or to get them to do what you want, but to fill them with great delight." Guy Kawasaki
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