Social media has been evolving over the years and stands as one of the most effective platforms for businesses to enhance their reach. With 4.55 billion active users, social media cannot be overlooked by global brands.
However, the increase in the number of social media platforms and the evolution of the functionalities gives rise to various challenges for businesses. In order to get a higher ROI, it is important for brands to recognize and understand the different challenges.
Here are the top 5 social media challenges that brands are facing in recent times. Let’s take a look!
Determining the Right Platform to Focus On
One of the biggest social media challenges for businesses is the determination of the ideal platform to market their brand. They fail to recognize the social media platform that they must invest all their resources and time in.
Often brands think that the most popular platforms are the ones they must leverage. However, in reality, it is a mistake they commit. Popular social media platforms are not always the right choice for your business.
It is important to choose a social media platform that matches the goals of your business. In order to determine the right social media platform for your business, the first thing you must do is identify your target audience.
Analyzing the demographic data of your target audience, such as age, location, etc., can help in finding out the platforms they use the most. Make sure to target that social media platform where your audience is most likely to spend their maximum time.
You can also take into consideration the kind of content your target audience likes to make the right choice. For instance, you carry out a survey and find that your audience prefers video content more. This is an indication that your brand must leverage platforms like YouTube.
In addition to these, consider your social media goals while making a choice. For instance, if you want to achieve more sales, Facebook ads can be a suitable choice. But if your main goal is to increase brand awareness, testing platforms may help.
Crafting Quality and Engaging Content
The next social media challenge brands are facing is creating high quality and engaging content to post on the different social media platforms. A number of businesses report that crafting high quality content takes a lot of time.
An ideal solution to this problem is to repurpose your existing content and use it for different social media platforms. However, make sure to find and leverage the best-performing content of your brand.
For instance, if you have a 10-minute video content that you posted on YouTube, you can use that content for other platforms. You can easily cut short snippets from the long video and post them on platforms such as Snapchat and Instagram Stories.
You can even think of creating a unique social media post with the information you have collected while making the video. However, in addition to this, you also need to ensure that your team is capable of engaging your target audience with your brand.
Even though creating high-quality content takes time, it is worth it as it can provide you with better returns in the long run. You can reduce your frequency of posting. But make sure to post high-quality, unique, engaging, and authentic content at regular intervals.
Instead of posting on a daily basis, you can think of doing it twice a week at a fixed time. This will help in connecting your target audience with your business better.
Finding New Ideas for Content
Another significant challenge that brands face is that they fail to find new ideas in order to craft content and engage the target audience. As a matter of fact, coming up with a new idea every time is actually a bit tricky.
Especially, when the social media platforms are overcrowded with content, you need to come up with completely unique ideas that make your post stand out. It helps in grabbing the attention of the target audience. However, this is quite more challenging than it seems to be.
In order to overcome this challenge, one of the best solutions is to leverage user-generated content in order to make your pages more engaging. Next, you can think of spending some quality time in researching the top content types that are trending.
This can provide you with some ideas to create new content for social media platforms. Another way to overcome this challenge is to conduct polls on different trending topics on Instagram. You can post your latest blogs on social media platforms like Instagram.
You can post important stats or articles relating to your industry on LinkedIn. You can even highlight the significant milestones of your brand on LinkedIn. You can create engaging graphics and post them on Facebook as well as Instagram.
Once you have a clear idea of what type of content you are planning to create, you need to think about who your target audience will be. This will help in framing your content according to their specific likes, dislikes, and preferences.
This will help in enhancing the experiences of your target audience. Make sure not to create content just for the sake of doing it but as per the specific needs of your audience. Taking a look at your already existing content can also help in coming up with new content ideas.
Creating Content to Generate More Leads
Creating lead-generating social media content is another social media challenge that brands face in recent times. In order to overcome this challenge, the best way is to have a solid CTA that will take your audience to the desired landing page from the social media platform.
For instance, if you have planned a social media campaign that aims at driving higher revenues for a particular product, you will have to create a landing page and add a link to that page on the social media platform.
This will enable you to easily keep track of the number of clicks for each page, thereby allowing you to make necessary changes to the strategy. In case your campaign focuses on increasing sign-ups for your email newsletter, you will create a CTA accordingly.
The CTA you add on your social pages must direct the target audience to sign-up for the email newsletter. However, make sure to create social media ads in such a way that it appears casual and spontaneous.
Measuring the ROI of social media campaigns is yet another significant challenge that brands are facing in 2022. Measuring ROI in terms of monetary value is quite easy. However, when it comes to measuring brand awareness or customer satisfaction, it is difficult to quantify.
However, the good news is that there are a number of tools that can help you easily measure the social media ROI. All you need to do is research the best tools that are suitable for your business.
Tools such as Google Analytics can help you easily measure the conversion rates, sign-ups, and traffic of your social media campaigns. You can also track the ROI of your various ad campaigns.
This, in turn, will enable you to analyze and evaluate your social media campaigns in order to make the required changes and effectively enhance the overall outcomes.
These are the 5 biggest social media challenges that global brands are facing in 2022. Now that you know the challenges as well as the potential solutions, overcoming the challenges will be relatively easy.
Invest some quality time in order to brainstorm and come up with solutions to the unique challenges your brand is facing on social media. Leveraging social media in the best possible way can help you increase your ROI and enhance the overall success of your business.
By Bhavin Soni