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Hootsuite

Top social marketing for 20223 revealed
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In 2023, businesses that take a social-first approach to their brand and customer care strategy will be the ones to reap the benefits. Stronger brand reputation, greater customer interaction, trust and loyalty – now and in the future – depends on it.

That’s the conclusion of Hootsuite’s 7th Annual Social Trends Report, leveraging surveys from over 10,600 marketers and primary interviews with social marketing practitioners, leaders, observers and partners.

Here are the top insights for marketers to consider in the year to come:

  • Big brands are investing less in influencer marketing, opening the door for small businesses to engage top creators (at lower price points!)
  • Social’s newfound exposure in the C-suite opens it up to new levels of scrutiny – with differing opinions on what ROI looks like among social marketers and senior leaders
  • Recycling content becomes a thing of the past; marketers stop chasing new features and start getting more strategic, creating more creative, unique content for fewer platforms
  • Social commerce loses traction with platform pull back, but is only a loss to those that follow suit; marketers with the patience to hold on see new opportunities to gain a competitive edge
  • Google, who? Social search optimization emerges as a make-or-break skill for marketers
  • The return to brick-and-mortar shopping makes businesses lose focus on digital customer service – opening the door for chatbot adopters to gain a massive advantage
  • Marketers don’t feel equipped for digital customer service, and the implications of unanswered DMs are further reaching than one might think

At the time that last year’s Social Trends Report was released, pandemic restrictions were starting to ease and markets were booming – a positive turn of events that had many feeling optimistic for the future. However, looking ahead into 2023, a looming recession, rising inflation, declining consumer spending, and workforce reductions across major business sectors have made decision making precarious for businesses of all sizes. Despite this uncertainty, Hootsuite’s report shows that there is good news on the horizon.

Social marketers are experiencing a defining moment in history for the industry. After decades of advocating for social to have a seat at the boardroom table, it’s finally happening – social marketers are getting more agency over their work, and social media marketing has matured as a profession.

“Social media has never played a more central role to businesses. As businesses continue to look for ways to future-proof operations and connect with today’s tech-savvy customers, social media and digital marketing will inevitably play a part in nearly every business strategy,” said Maggie Lower, Chief Marketing Officer, Hootsuite. “In 2023, businesses that take a social-first approach to their brand and customer care strategy will be the ones to reap the benefits. Stronger brand reputation, greater customer interaction, trust and loyalty – now and in the future – depends on it.”

Social has become intrinsically intertwined with how people live, work, operate, and shop — with more than 4.7 billion people around the globe now using social media. While keeping up with all the evolving trends can be intimidating, Hootsuite’s Social Trends Report offers marketers a guide to the wild world of social — complete with simple, specific recommendations — to help them gain an edge on their social strategy in 2023 and build community and connection with their customers.

“In a year marked by global economic and social upheaval, brands and organizations are looking for tools to help navigate their business through the noise to connect with their customers — and with even more urgency as we all become more digital and connected,” said Tom Keiser, Chief Executive Officer, Hootsuite. “With the launch of our 2023 Trends Report, we’re proud to provide our insights, recommendations and tangible recommendations to help organizations not only successfully navigate the digital wilderness, but also adapt to new buyer trends, find new ways to support their customers, and identify new paths for growth.”

To help our customers put the top social trends into action in real-time, we have paired each trend within the report with newly-created resources that social media marketers can build into their strategy and begin using today. The suite of resources developed to support this report (available for download at the links below) include:

Download the full report.

Hootsuite highlights social media significance across the customer journey…
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Companies that are not investing in their social media strategies may risk losing touch with their customers and being outdone by competitors, a new Hootsuite survey has discovered.

Surveying 2,048 adults in the US and 1,029 adults in the UK, 48 per cent of Americans have interacted with companies or institutions on at least one of their social media accounts, and 41 per cent say it is important for companies they engage with to have a strong social media presence.

In regards to UK consumers, 40 per cent of agree it is either ‘somewhat’ or ‘very important’ for a company to have a significant social media presence, and more than one in three (34 per cent) would rather engage with a brand or company on social media than visit a physical location. 

Penny Wilson, chief marketing officer at Hootsuite, said: “This research underscores the pervasiveness of social media and the massive opportunities available for organisations that use social to engage with their customers. 

“Today, social plays a key role in determining and influencing customers’ attitudes, motivations and behaviours. Now, more than ever, there’s an opportunity to tap into social and connect with customers when, where and how they want, helping to maximise sales.”

US and UK respondents also find customer service via social media has made it easier to get questions and concerns resolved, with 59 per cent in the US and 56 per cent in the UK, respectively.

Read Hootsuite’s 8 Social Media Tips for the Retail Industry here 

Hootsuite partnerships to bridge the paid and organic gap…
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Considered to be the most widely used social media management platform, Hootsuite has announced its new partnerships with six leading technology and social advertising solution groups which, in turn, will allow users to complement their organic social media efforts with optimised social advertising campaigns.

The six partners are:

  1. Popimedia – a subsidiary of Publicis, and an Ad-Tech company that helps brands optimise spend, save time, and scale media on Facebook.
  2. AdEspresso – the best-in-class self-service solution for Facebook and Instagram advertising optimisation.
  3. Mediative – one of North America’s largest integrated digital marketing and media companies.
  4. Kenshoo – the global leader in agile marketing.
  5. Adaptly – a technology and services company that enables advertisers to scale campaigns across Facebook, Instagram, Snapchat, Twitter, and Pinterest.
  6. Nanigans – the leading provider of advertising automation software for in-house marketing teams.

According to the company, users will now have the flexibility to choose ‘best-of-breed’ technology and service solutions to help optimise and manage social advertising campaigns across all major social channels. In particular, integrations with Kenshoo, AdEspresso, and Popimedia will make it accessible for users to manage paid social campaigns and organic social channels all in one place, directly from the Hootsuite dashboard.

Senior vice president of Labs, Corporate and Business Development at Hootsuite, Matt Switzer said: “More than ever, brands are investing in paid social media advertising to complement their overall social initiatives and marketing campaigns. Hootsuite’s partnerships with these market-leading social ads solutions will help give our enterprise customers a cohesive and comprehensive view into their entire social strategy.”