Social Media Marketing Strategies for Business

With over 4.6 billion social media users worldwide, platforms like Facebook, Instagram, Twitter, LinkedIn, TikTok and more are integral for modern business marketing. As we move into 2023, here are some of the key social media marketing trends and proven strategies to help drive real results:

Focus on Video Content

Video reigns supreme on social media today. Cisco predicts video content will comprise 82% of all consumer internet traffic by 2022. Platforms are prioritizing video in algorithms – for example, Instagram Reels and TikTok videos appear higher in feeds. Viewers also overwhelmingly prefer short videos over text.

Brands should create engaging social videos like tutorials, behind-the-scenes, thought leadership, product demos and more. Outdoor retailer REI does an excellent job with adventure and outdoor workout videos on YouTube. Optimize videos for mobile viewers with vertical formats. Add captivating captions and hashtags. Promote top videos through paid ads.

Leverage Influencers

Influencer marketing has proven very effective for raising brand awareness and generating leads. Research relevant influencers in your niche with high engagement levels. Micro-influencers (5K – 50K followers) often provide better ROI. Partner with influencers that authentically align with your brand.

For example, Ivory Ella influencers on Instagram often promote the brand’s elephant conservation causes. Provide free products, discounts or commissions to incentivize influencers. Use UTM campaign tracking links to quantify results.

Enhance Social Listening

Actively listening and engaging on social media provides valuable insights into customer pain points, new opportunities and more. Use tools like Hootsuite, Sprout Social or Google Alerts to monitor mentions of your brand, products, competitors. Join relevant social conversations and respond promptly to feedback.

Starbucks, for example, uses social listening to address customer complaints and improve experiences. Analyze conversations to find customer acquisition opportunities or new audience segments to target.

Experiment with Emerging Platforms

While Facebook and Instagram remain powerful, newer platforms like TikTok and Snapchat continue to see explosive growth, especially among younger demographics. Post content tailored for each platform’s culture, style and audience.

For example, TikTok’s short videos work well for brands doing comedy skits or dance challenges. Leverage Snapchat’s AR filters for interactive experiences. Be ready to adapt as new platforms emerge.

Optimize Content for Mobile

An incredible 92.6% of social media users access platforms via mobile devices. Ensure your social profiles and content are mobile-friendly. Use vertical video formats designed for smartphones. Create easily consumable content and snappy captions for on-the-go viewing.

Promote Products Visually

Showcase products visually in social posts through high-quality photos and short videos. Capitalize on “social commerce” trends – add shoppable tags so users can easily purchase items seen on social feeds. Use promo codes and limited-time offers to drive conversions.

REI does this well by displaying gear and apparel in lifestyle context on Instagram. Lancôme promoted its Teint Idole Ultra Wear Nude foundation using model videos on TikTok.

Measure Performance with Analytics

Take advantage of the robust analytics offered by each platform to benchmark performance and optimize efforts. Look at metrics like engagement, clicks, conversions, cost per lead and sales driven. Set goals and create custom analytics dashboards.

For example, cation ratios help gauge audience sentiment. UTMs track traffic and conversions from social. Use insights to double down on highest-converting content and refocus underperforming areas.

By strategically leveraging influencers, emerging platforms, video content, mobile optimization and more in 2023, brands can maximize their social media success. Stay nimble and keep testing to stay ahead of changing consumer behaviors and platform algorithms.