According to 500+ marketers, brands will face 5 social media challenges in 2022.

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These are just some of the goal setting shareware that you can use. With With all the ‘old but good things’ like Instagram, Facebook and Twitter.

The growing list of popular social media platforms undoubtedly makes the task of a social media marketer difficult: Which platform will provide the highest ROI? Where is your audience living? And what efforts are not worth it?

As the social landscape changes, HubSpot’s blog team surveyed more than 500 marketers to identify the biggest challenges facing social media marketers in 2022 – and how to prepare.

Let’s jump in

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Brands are facing 5 social media challenges in 2022.

1. Decide on which platform you should market your brand.

In 2022, 26% marketers They say their biggest challenge will be deciding on which platform to invest their time and resources.

This makes sense: most popular social platforms are not always tailored to your brand or business goals, so it can be difficult to determine which apps to include in your marketing strategy. Should.

To choose the right platforms for your brand, Kelly Hendrickson, HubSpot’s senior social media manager, told me, “It all comes down to your audience. Who your audience is, and where they spend their time on social media. Spend? “

She adds, “[Most] Platforms share a wide audience demographic data, so even without any study, you can find out where your low hanging fruit is. If it’s a little difficult to check out a few hashtags related to your business on different platforms to see where your audience is already participating. “

Alternatively, it’s helpful to consider what kind of content your audience prefers. For example, if you’ve done market research and found that your buyer’s personality enjoys video content, you might want to add video hosting apps like YouTube, TikTok, and Instagram Stories to your platform (s). Is limited to

Lastly, keep your social media goals in mind when choosing your platform. For example, if your primary goal is to increase sales, you might want to check out targeted, personalized Facebook ads. If, alternatively, you are hoping to increase your brand awareness, you might want to check out some new platforms like TikTok or Clubhouse.

Furthermore, referring to TikTok, Instagram Reels, or Snapchat, Hendrickson told me, “Statistics show that generally each of these channels tends to have a younger audience. The fan may know if your audience is older, just remember, your audience of tomorrow may be on these platforms. “

Reference to Hubspot on Social Media Challenges for 2022

2. Making attractive materials.

As a content creator, I can tell you myself: content is hard to create.

And, apparently, most marketers agree. in fact, 24% of marketers say to create attractive content In 2022, it will be their biggest challenge.

Creating high quality social media content takes time, so consider how you can make the most of your money by republishing content on channels. For example, if you take the time to create a 10-minute YouTube video on a topic, cut out short pieces of video to work on short-form channels like Instagram Stories, Snapchat, or TikTok again.

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

Furthermore, Rachel Samuels, senior social media manager at Sprout Social, believes that dedicating time, resources and head count to social media is essential for long-term success.

As she puts it, “The social landscape is increasingly being filled with new networks and seemingly endless audiences.

Samuels adds, “As consumer preferences and expectations continue to grow over the next year, social marketers need to invest more in their teams and resources to succeed. To overcome this challenge, brands need to Ensure that social is given priority as an important communication tool and provide your teams with the resources they need to create creative, relevant and authoritative content. “

Check out the social quote on Social Media Challenges for 2022.

In addition, to see real ROI from your social efforts, you’ll want to take the time to integrate it into every step of the customer journey. You may use some platforms to help existing customers, while you may use others to reach new audiences.

Samuels says, “Having an integrated marketing plan that addresses social media at every touch point of the customer’s journey is critical to overall business success. When brands fail to invest in social and their respective teams. If so, they run the risk of losing customers and being constantly burned out. “

3. Finding ideas for new content.

23% of marketers reported finding it. Thoughts Their biggest challenge in 2022 is for new content.

It can be difficult for social platforms to constantly come up with new ideas – especially when social platforms already feel full of content.

While this is not a complete list, here are some suggestions on how to look or get an appointment for social media content for your 2022 calendar:

  • Post your new blog on your Instagram stories.
  • Vote on Instagram
  • Share user-generated content on Twitter.
  • Create and share website content on Facebook.
  • On LinkedIn, post articles / statistics about your industry.
  • Highlight your company’s milestones on LinkedIn.
  • Create graphics for Instagram and Facebook.
  • Show the faces behind the company on SnapChat or Instagram.

To meet this challenge, you may want to consider using user-generated content to improve your pages. Alternatively, take the time to research what kind of content is trending on which platform.

Christina Garnett, HubSpot’s Senior Marketing Manager, Offline Community & Advocacy, recommends researching existing items in search of new ideas. He told me, “In his book, Creative curves: how to create the right idea at the right time, “To create something new, you have to know what already exists,” writes Alan Gannett.

Garnett says, “When trying to find something new, you must use it and see what kind of content is already available and then look for space opportunities. Can’t find the answers to the questions?” ? Different perspectives not being shared? Content may exist but not in one. Format designed for a specific learner or audience. “

Garnett adds, “Once you decide what you can make, you need to determine who needs it, and how to use it to enhance their experience.” Can be packaged in the best way possible. Content needs to find a product-market fit like product and solution. To get the novel, you not only need to determine what does not exist , Rather Why It does not. It is not enough to create for the sake of creation when it needs an audience. “

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

4. Measuring ROI.

In some instances, measuring ROI can be relatively simple – especially when it comes to financial value, such as how many sales you receive from a particular Facebook ad.

But when your social media goals include more abstract concepts, such as “increasing brand awareness,” it can be difficult to quantify and measure the success of your campaign.

22% of those surveyed agree. As they enter 2022, measuring ROI is their biggest challenge.

Fortunately, measuring ROI on social platforms Can do Yes, but it is not straightforward. Take a look at HubSpot’s free tutorials on how to measure social media ROI, to learn more about how to track social media ROI when it comes to building brand loyalty, retaining customers, protecting your reputation. And much more.

5. Making leads generating materials.

Finally, 22% of those surveyed report it. As the new year approaches, creating content becomes one of the biggest challenges for them.

To build a strong social media lead generation strategy, consider taking your audience back to dedicated landing pages from specific social platforms, or track clicks on specific CTAs for each campaign.

For example, if you’re running a campaign aimed at driving revenue toward offering new products, you’ll want to create a product landing page that links to each of your social profiles. You can then track how many clicks come from each page, and adjust your strategy accordingly. (If you see that most of the clicks come from Facebook, then maybe you have paid ads behind your Facebook strategy.)

Alternatively, if you’re hoping to run signups for an email newsletter, you’ll want to create a CTA for social pages that will force your social audience to sign up for your newsletter. Do

Social media advertising is another powerful way to generate leads through social media.

However, it is important to keep in mind – to create truly unique social media ads, you will want to make sure that those ads look automatic and unusual.

As Talk Walker CMO Elena Melnikova puts it, “Challenging brands will be accustomed to producing highly flashy ads, creating ads that come up automatically.”

“Very commercial, and this young audience will move on from your brand in search of the next dance routine. Read the room. Follow the trends. Be unconventional.”

Melnikova adds, “Wise brands will work with influencers to create content. And with the majority of influencers on TikTok being Gen Z, they will understand how to highlight their content and brand.” How to ensure an increase in engagement statistics. “

And there you have it! Top 5 Challenges Facing Social Media Teams in 2022

Now that you know what challenges you can meet, take the time to think of unique solutions that will help you align your social media strategy for 2022 and beyond.

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