Social Media Marketing Strategy: Set Sail with Stats for 2022
Social media platforms are like seashells - there are loads of them, and they’re all awesome but a little imperfect! If you’re using socials for your business, you’ve more than likely spent time trying to crack open the proverbial coconut shell and figure out which one will work best for you.
Well, in 2022 having a social media marketing strategy encompasses so much more than posting a particular number of times across a specific number of platforms. It’s time to say aloha to a new way of thinking about your socials, and about how you can positively influence your own strategy. No more struggling through quicksand; I’m here to teach you to surf the social waves, by giving you the inside scoop on what’s what on each social media platform for 2022!
Ready for some stats?
Why Are Stats Important for a Social Media Marketing Strategy?
I can hear you thinking this over the sound of crashing waves! Stats might seem like a big old snooze, but actually the ones I’m going to give you today will help you answer three key questions to refine your 2022 social media marketing strategy. We’re going to figure out:
Which platform is going to float your business’ boat the most
What sort of content makes your audience feel buoyant
How much engagement you can expect from different platforms; i.e. no more wondering whether you’re sinking or swimming!
I’ll go ahead and break down the stats by platform, and we’ll dive on in! It’s important to remember that these stats come from a Social Pilot article with a huge number of metrics, and although they are averages they don’t accurately reflect everybody’s experience with socials. You might find different things work or don’t work for you, so don’t underestimate the power of trial and error.
When it comes to Instagram we spend a shell-rific amount of time talking about ‘engagement rate’, because it’s one of the factors the algorithm uses to decide how to show people your posts. Engagement rate is measured as a percentage and while the concept might seem like a tsunami-sized head scratcher, it’s useful to look at these measures relative to one another. So let’s break this down…
Average engagement rate for all post types is 0.83%
This breaks down further into an engagement rate of 0.81% for photo posts, 0.61% for video posts and 1.08% for carousel posts
Average engagement rate for business accounts with less than 10k followers is 1.11%
Firstly, let’s take a minute to sit in the shade and be refreshed by the fact that none of these numbers are huge! If you have a following of 1000 and you’re not seeing 500 likes on all of your posts…that’s NORMAL! We can also see that carousel posts are making the biggest splash in terms of engagement; if you’re not already using carousels, consider adding one in once a week.
Some more numbers that might interest you…
44% of businesses are using stories to promote their products, so explore those depths!
83% of Instagram users are discovering new products and services on the platform
70% of shopping enthusiasts head to Instagram for product discovery
The take-away here? The next time you think you’re shouting into open water, remember people are rowing around out there looking for you.
My final drop in the Instagram ocean is to add that posts with faces perform up to 40% better than those without…so let your people see your lovely self on this platform.
Don’t forget to check out my article on how the Instagram algorithm works in 2022 if you’re going to use this platform in your social media marketing strategy!
While Instagram is all about engagement, with Facebook we ride the tide of reach. This is a measure of how far your content is going once you push it out onto the water. Groups and pages are both popular ways to implement a social media marketing strategy on Facebook, and the numbers look a little like this:
The average reach of a post on a Facebook page is 6.4% of the page’s likes
The average engagement for a Facebook post is 3.91%
That’s without any advertising, just lovely organic goodness! You can immediately see that average engagement on Facebook is a little higher than that of Instagram, and as a bonus stat I can tell you engagement on this platform skyrockets by 18% on a Thursday and Friday. If Facebook has been feeling like treading water for you, use this information to try switching up your posting days and see what happens.
If you’re a product-based business, then Facebook is an especially warm and sunny place for you, as 44% of users admit the platform influences their shopping decisions. We’ve all been distracted by the shiny lure of a targeted ad on Facebook mid-scroll before, right? Well, the stats support this as nearly 99% of us access it through our mobile devices and 15% of us shop directly through the platform.
Does LinkedIn feel like the desert island of social media platforms for your business? It’s easy to focus on Instagram and Facebook, particularly since posting across both platforms at once is now commonplace, but don’t forget to dig for hidden treasure - you might just be surprised by this one, particularly because engagement has increased by 50% year-on-year on the platform!
Here’s a taste of just how progressive LinkedIn is as a social media platform:
Companies that post at least 20 times per month on LinkedIn reach at least 60% of their audience
Adding an image to your post on LinkedIn results in a 98% higher comment rate than without
Compared with Instagram and Facebook these stats show a much larger potential for reach, so don’t miss the boat and make LinkedIn work for your business!
Here are a few more tips and tricks to help make the most of this platform in your social media marketing strategy:
Include links in a post can double the engagement rate
YouTube videos play directly in the feed, typically giving a 75% higher share rate - if this is useful for your business, consider which platforms are giving you the best return on your video content
Long-form content gets the most shares on LinkedIn; aim for 1700-2100 words to boost your content
Hopping aboard the Good Ship, LinkedIn, could be a great move for your business depending on your content type and offering, and 57% of traffic on here is now from mobile devices too!
Using The Stats to Form a Social Media Marketing Strategy
Now we’ve got an overview of how the tides work on each social media island, it’s time to look at how we can develop our social media marketing strategy using these stats. Make a quick note of which of the above stats apply to you and your business or brand. For example:
Are you a product-based business that could easily make video content, or does your service-based business lend itself to a community?
Identifying this information and then referring to the numbers in this article will help you narrow down which platform(s) to use, and what sort of content you could post to get the best out of it. Remember, just because everyone else appears to be swimming one way it doesn’t mean you can’t paddle your raft somewhere else. Different platforms may service different purposes for you, so pay each island a visit and take only the shells you need.
Everything in this article has been hand-picked by yours truly to try and give you the best possible overview of each platform, and make it accessible to craft a social media marketing strategy that feels as effortless as sailing with a strong wind in the right direction! If you’re in need of an extra pair of oars to really set sail, discover my social media management and coaching services - paradise awaits on the horizon!