In July 2022, Hootsuite and We Are Social reported on the global state of digital advertising, marketing, and social media. These are some of their key points and how we at Tate Design think you can use this information to grow your small business using social media and our proven digital marketing strategies.
Social media is still on the rise
Fifty-nine percent of the population, over 4.7 billion people, use social media. That number is increasing at a rate of 1%, or 47 million, each quarter of the year. Average daily use of social media is almost 2.5 hours per user.
Discover where your target market spends their time on social media. Engage them on that social media site in a way that is genuine for your brand.
Some platforms are growing more quickly than others
Overall, social media is showing a slow but steady increase in users. TikTok and Telegram are the exceptions. According to Hootsuite, “over half a million new users joined the platform [TikTok] every single day last quarter [second quarter 2022].” Telegram, “with more than 700 million monthly active users,” is growing active users by about 25% yearly.
Explore a new, or new-to-you, platform. Use analytics to determine where your target audience is spending their time and what they are viewing then decide if the new platform will help you advance your digital marketing goals in a way that is consistent with your brand.
Videos are extremely popular
Part of TikTok’s appeal is the ease of consuming short video content.
Decide where you will focus your digital marketing resources. Educate, inspire, and entertain your audience, and promote your business with your choice of Facebook Reels, Instagram Stories (which last only 24 hours), Instagram Reels, TikTok, and YouTube.
A majority of people prefer messaging rather than calling
Telegram’s popularity and the increased use of chatbots is no surprise. In 2020, Facebook reported that 64% of those surveyed would rather message a business than call them.
Social media is a news source
In Hootsuite and We Are Social’s global report, no single social media platform is the go-to source for news. Facebook, used by 44% of respondents as a news outlet, does hold a significant lead over YouTube (30%), WhatsApp (22%), Instagram (17%), Twitter (13%), TikTok (7%), and LinkedIn (4%).
Newsjacking, the practice of inserting your own story into current events, has been common social media practice for years. Share news that impacts your target market and your company in an honest, responsible, caring way.
One social media platform is still better for getting clicks
If you want social media viewers to click your link and proceed to your website, Facebook still shines. With a 5.2% increase this year, over 75% of website traffic referrals from social media comes from Facebook. Twitter, the closest competitor at 7.5%, saw a 25% decrease this year. Instagram does not allow direct links at all.
Decide if Facebook is right for you based on your digital marketing goals. If it is, plan what you will post on Facebook. Consider both organic content and paid ads.
Digital 2022 The Global State Of Digital July Statshot by Hootsuite and We Are Social.