5 Social Media Challenges Brands are Facing in 2022, According to 500+ Marketers

tiktok。

俱乐部。

抽搐。

These are just some of the many new social media apps we've seen grow in popularity over the past year — and that'salongwith all the 'oldies but goodies' like Instagram, Facebook, and Twitter.

The expanding list of popular social media platforms undoubtedly makes a social media marketer's job harder:Which platforms will provide the highest ROI? Where's your audience hanging out? And which ones aren't worth the effort?

As the social landscape changes, HubSpot's Blog team surveyed over 500 marketers to determine the biggest challenges social media marketers will face in 2022 — and how to prepare.

Let's dive in.

5 Social Media Challenges Brands are Facing in 2022

1.确定您应该销售品牌的平台。

In 2022,26% of marketers说他们最大的挑战将是确定他们应该投入时间和资源的平台。bob体育苹果系统下载安装

This makes sense: The最受欢迎的社交平台并非总是最适合您的品牌或业务目标，因此很难确定您应该在营销策略中包含哪些应用程序。

为了为您的品牌选择合适的平台，HubSpot的社交媒体高级经理Kelly Hendricksontold me, "It all comes down to your audience. Who is your audience, and where do they spend their time on social media?"

She adds, "[Most] platforms share broad audience demographics data, so even without a study, you may be able to figure out where your low hanging fruit is. If it's a bit harder to test out a few hashtags related to your business on various platforms to see where your audience is already participating."

另外，考虑观众喜欢哪些类型的内容很有帮助。例如，如果您已经进行了市场研究并发现您的买家角色享受视频内容，那么您将平台范围缩小到视频托管应用程序，例如YouTube，Tiktok和Instagram Stories等应用程序。

最后，请记住您在选择平台时的社交媒体目标。例如，如果您的主要目标是增加销售，那么也许您想测试有针对性的个性化Facebook广告。另外，如果您希望扩大品牌知名度，则可以测试一些较新的平台，例如Tiktok或Clubhouse。

Additionally, in regards to TikTok, Instagram Reels, or Snapchat, Hendrickson told me, "The data shows that generally each of these channels skews towards a younger audience base. While that may seem less opportunistic if your audience is older, just remember, your audience of tomorrow may be on these platforms."

2.创建引人入胜的内容。

As a content creator, I can tell you firsthand: Creating content is hard.

And, apparently, most marketers agree. In fact,24% of marketers say creating engaging content将是2022年最大的挑战。

创建高质量的社交媒体内容是时间-consuming, so consider how you might get the most bang for your buck byrepurposing content across channels。For instance, if you take the time to create a 10-minute YouTube video on a topic, cut short snippets from the video to repurpose on short-form channels like Instagram Stories, Snapchat, or TikTok.

You can also create a social media post with some of the information you researched for the video.

Additionally,Rachael Samuels，，，，the Senior Manager of Social Media at发芽社交，相信将时间，资源和对社交媒体的成员的奉献精神对于长期成bob体育苹果系统下载安装功至关重要。

正如她所说，“社会格局变得越来越充满新的网络和看似无穷无尽的潜在观众。一个人的社会团队不再足以满足需求。”

Samuels adds, "As consumer preferences and expectations continue to grow in the year ahead, social marketers require greater investment in their teams and resources to be successful. To get ahead of this challenge, brands must ensure social is prioritized as a critical communication tool and provide their teams with the resources needed to produce creative, relevant, and authentic content."

Additionally, to truly see ROI from your social efforts, you'll want to take the time to integrate it into every stage of the customer journey. Perhaps you can use certain platforms for support for existing customers, whereas you use others to reach new audiences.

塞缪尔说：“有一个integrated marketing planthat addresses social media at each touchpoint of the customer journey is critical for overall business success. When brands fail to invest in social and their respective teams, they run the risk of losing customers and perpetuating burnout."

3. Finding ideas for new content.

营销人员的23％报告发现ideas对于新内容来说，他们是2022年的最大挑战。

It can be tricky to consistently pitch new ideas for social platforms — particularly when social platforms feel overcrowded with content already.

虽然这不是详尽的清单，但这里有几个社交媒体内容建议当您的2022日历进行集思广益的想法时：

• 在您的Instagram故事上发布您的新博客。
• Conduct a poll on Instagram.
• Share user-generated content on Twitter.
• Create and share website content on Facebook.
• On LinkedIn, post articles/stats about your industry.
• Highlight milestones of your company on LinkedIn.
• 为Instagram和Facebook创建图形。
• Show the faces behind the company on Snapchat or Instagram.

To combat this challenge, you also might consider usinguser-generated content缩短您的页面。或者，花时间研究哪种类型的内容在哪种平台上趋势。

Christina Garnett，，，，集线器's Senior Marketing Manager, Offline Community & Advocacy, suggests researching what already exists when looking for new ideas. She told me, "In his book,The Creative Curve: How to Develop the Right Idea at the Right Time，，，，Allen Gannett writes that 'to create something novel you must know what already exists.'"

Garnett says, "When trying to find the new you must consume and see what kind of content is already available and then look for gap opportunities. Are there questions not being answered? Different perspectives not being shared? Maybe the content exists but not in a format that is tailored for a specific learner or audience."

Garnett adds, "Once you determine what you can create, you need to determine who needs it, and how it can best be packaged to improve their experience. Content has the same need to find product-market fit as products and solutions do. In the pursuit of the novel, you not only need to determine what doesn't exist, butwhy不是。为了创造而创建的创造是在需要观众时就不够的。”

While this research can be time-consuming, it can enable you to position your brand as a thought leader in your industry and will undoubtedly lead to new content ideas.

4.测量ROI。

In some instances, measuring ROI can be relatively easy — particularly when it comes to monetary value, such as how many sales you received from a specific Facebook ad.

但是，当您的社交媒体目标涉及更多抽象的概念，例如“提高品牌知名度”，很难量化和衡量竞选活动的成功。

被调查的人中有22％同意that measuring ROI is their biggest challenge as they enter 2022.

Fortunately, measuring ROI across social platformscanbe done, but it's not straightforward. Take a look at HubSpot's free lesson,如何衡量社交媒体ROI，了解有关如何在建立品牌忠诚度，保留客户，保护您的声誉等方面跟踪社交媒体投资回报率的更多信息。

5.创建生成潜在客户的内容。

最后，22% of those surveyed report在我们进入新年时，创建产生的内容是他们最大的挑战。

To create a strong社交媒体潜在客户产生strategy, consider driving your audience from certain social platforms back to dedicated landing pages, or track clicks on specific CTAs for each campaign.

例如，如果您正在开展旨在推动新产品产品收入的广告系列，则需要创建一个产品登录页面，并在每个社交资料上链接到。然后，您可以跟踪每个页面的点击次数，并相应地更改策略。（如果您看到来自Facebook的大多数点击，也许您将付费广告放在Facebook策略后面。）

Alternatively, if you're hoping to drive sign-ups for an email newsletter, you'll want to create a CTA for social pages that drives your social audience to sign-up for your newsletter.

社会读出a advertising is another powerful way togenerate leads through social media。

However, it's important to keep in mind — to create truly unique social media ads, you'll want to ensure those ads seem spontaneous and casual.

作为Talkwalker的CMOElena Melnikovaputs it, "The challenge will be brands, used to producing highly-polished commercials, creating ads that come across as spontaneous."

"Too commercial, and this young audience will scroll past your brand, looking for the next dance routine. Read the room. Follow the trends. Be spontaneous."

Melnikova补充说：“精明的品牌将与有影响力的人合作创建内容。是Z世代，，，，they'll understand how to ensure their content stands out, and increase a brand's engagement figures."

And there you have it! The biggest five challenges facing social media teams in 2022.

现在，您知道您可能面临的哪些挑战，请花时间集思广益独特的解决方案，这些解决方案将帮助您将社交媒体策略升级到2022年及以后。