Competing to Captivate on Social

As the number of marketers finding success with social media marketing continues to grow faster than time spent on social platforms, so competition for consumer attention is more fierce than ever before.

Indeed, according to eMarketer projections, the amount spent advertising to each social media user every hour is expected to climb 12% this year. By 2020, advertisers will be spending 78% more per user per hour than they did in 2016, and nearly 6 times more than they did in 2011.

With competition increasing, continuing to meaningfully captivate users on social media requires more than simply increasing bids,  though that’s an inevitable requirement.

Rather, marketers must look more holistically at their social media strategy if they are to get the best ROI possible for their efforts. To that end, we’ve shared 5 tips to amplify any social strategy, including:

  • Taking a multichannel approach
  • Ensuring consistent air cover
  • Responding in a timely manner
  • Utilizing rich content formats
  • Streamlining analytics onto a single platform

At first blush, some of these guidelines are admittedly easier than others. Planting messaging seeds in multiple walled gardens is an easy first step. The next three suggestions are a test of the marketer’s dedication, follow-through, and creative resources. All are doable even for modest teams, albeit to varying degrees.

The final suggestion — to streamline analytics onto a single platform — has historically been the most difficult for marketers. Social listening tools often incorporate data from multiple platforms, though that data is limited to organic metrics.

Meanwhile, clear & unified visibility into campaigns across the various platforms has traditionally been a dream for most marketers. At best, ad hoc internal reports would be created, cobbled together from spreadsheets, visualized in charts if the marketer was lucky enough to have the time to build out a visualization tab.

Fortunately, marketing doesn’t rest on tradition. Whether driven by data or the desire to free up more time for creativity, we innovate, competing against ourselves to find a better way to measure, plan, and engage.