Social Media Marketing (SMM): statistics and new strategies!

Which social media marketing for Facebook?

On this network, effective marketing involves a few tricks to boost your content. For a good reason, any Facebook post must be designed to engage users. (de Vries et al., 2012; Dolan et al., 2017) Also, the platform’s algorithm favors so-called “native” content over external links. Thanks to these elements, Chawla & Chodak, 2021 propose some practical solutions to increase the engagement of one’s posts on Facebook:

• External links : as mentioned before, the position of external links is crucial to the virality of Facebook content. Thus, if you want to redirect your followers to your site, place the link to your page in the comments. By doing so, your posts will collect more likes and comments than the competition.
• Ideal posting time : This study shows that the best times are generally 8 am, 12 pm, 4 pm, and 9 pm. Nevertheless, these hours change depending on the type of business, its geographical location, and marketing targets.
• Publication frequency : although publication times vary, their ideal frequency remains the same: at least 2 to 3 hours between each publication.
• Follower status : contrary to what some brands think, the number of online followers has very little impacton the volume of traffic on your Facebook page.
• Positioning and customer conversion : another study by Pinto & Yagnik, 2017, focuses on user experience in the fitness tracker industry. In this case, focusing on what makes one’s brand strong and what their offering bringsis appropriate. For example, for fitness tracker companies, health, wellness, nutrition, and weight management are certain communication elements.

Which social media marketing for Instagram?

Once again, marketing positioning is paramount for the professional use of Instagram. We insist on this point because this network requires precise identification of buyer personas. This strategy is equally valid for brands with numerous and parsimonious market targets.

What is the ultimate goal of a successful campaign on Instagram? Get opinion leaders talking about your product.

Jessie Mou, 2020 uses the example of the viral potential of DIY (do-it-yourself) content. This is a good example of social media marketing on Instagram because it drives engagement. In addition, we are talking about products with high conversion rates and strong online appeal. This strategy is based on key prospects and customers to function optimally. Therefore, we refer you to our article on account-based marketing to better understand social media marketing on Instagram.

In another study dealing with Instagram, Chen, 2017 puts positive emotions at the heart of social media marketing strategies. Thus, brands trending on this network design their posts according to the image that consumers want to have for themselves.

The author takes the example of a fashion brand. The advent of filters on photos and videos online is an opportunity to seize this sector. Indeed, why not create one to push its users to use it, then share it with their entourage? This is one of the first steps of a viral marketing campaign! Simply put, do everything possible to create the perfect conditions for user engagement. In the case of Instagram, this often involves photo/video editing tools and user engagement.

Which social media marketing for LinkedIn?

Mora Cortez et al., 2023 propose 3 managerial solutions to boost user engagement through B2B content. Like any good social media marketing campaign on LinkedIn, this strategy is very strongly focused on the lead acquisition:

Which social media marketing for TikTok?

Now, let’s look at the social network in vogue: TikTok. Its social media marketing is quite particular since it focuses mainly on the users’ emotions. Indeed, the platform’s content has mainly relied on positive or strong emotions to boost its growth. Rodriguez & Daniela, 2022 teach us that marketing on TikTok is not only about promoting products. Viral content on the platform should seek to create a connection with its audience.

However, only go some in on emotional marketing for your B2C campaigns. It can only meet some of the needs of TikTok users. This is especially true for brands with a hard online reputation: you must be more ingenious to change the public’s perceptions of your product.

Finally, we find a common point with LinkedIn. Social media marketing on TikTok must provide product information. According to Rodriguez & Daniela, 2022, this strategy positively influences consumer behavior in the long run.

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