In this blog post, we will discuss one of the most pressing questions on every marketer’s mind: “Which social media channels will provide the best ROI in 2023?”
As social media evolves and grows, it can be difficult to determine which channels are worth your time, effort, and money. But don’t worry, we’ve got your back. 😎
We’ll provide you with a comprehensive guide to help you make informed decisions about your social media marketing strategy.
When it comes to choosing social media channels for your business, there are several factors that you need to consider. Here are some key factors that will help you make an informed decision:
The first thing to consider is the demographic of your target audience. Each social media channel has a unique user base, and understanding your target audience will help you choose the right channels. If your target audience is mostly millennials or Gen Z, then platforms like TikTok and Instagram would be ideal. On the other hand, if your target audience is primarily established professionals, then LinkedIn may be a better option. If you’re trying to scale a product or service, the largest audiences can be found on Facebook and Google.
“Go where your audience hangs out”
Engagement rates are a key metric to consider when selecting social media channels. You want to choose a platform with high engagement rates, as this will increase the likelihood of your content being seen and shared. Facebook and Instagram have consistently high engagement rates, while Twitter has a lower engagement rate.
Social media algorithms are constantly changing, which can affect your marketing strategy. For example, Facebook recently changed its algorithm to prioritize content from friends and family over brand content. Keep an eye on algorithm changes and adjust your strategy accordingly.
The best way to avoid penalties from algorithm changes is to focus on creating quality content native to each platform. For example, instead of reposting the same piece of content on each platform with the same captions, alter your captions or text context to suit the platform best. Social platforms often prefer when you upload videos or images directly to their platform as opposed to sharing a link to view content on another platform.
When it comes to Google and writing blog posts, the best way to avoid getting penalized is to write high-quality content designed for humans. Many content marketers these days are using artificial intelligence to write content, not realizing that Google can detect this. This will hurt them in the long run. Focus on creating valuable content that includes lessons you’ve learned or takeaways from real-life experiences and stories. AI will never be able to beat that, at least in 2023…
Paid advertising is an important part of social media marketing. Each platform has unique advertising options, so it’s important to choose a channel that aligns with your budget and goals. For instance, if you want to run video ads, then YouTube would be a great choice. (But make the first 2-5 seconds count so people don’t click “Skip”!)
If brand awareness or exposure is your goal, platforms like Tik Tok or Facebook might be best since they offer cheaper exposure.
The type of content you plan to create is another important factor. Some platforms are better suited for certain types of content than others. For example, Instagram and TikTok are ideal for visual content like photos and videos, while Twitter is better for text-based content. Understanding the type of content you want to create will help you choose the right social media channel.
According to Hubspot, “the majority of marketers say that short-form video content is the most popular content format for Gen Z.” (HubSpot Blog Research)
Now that we’ve looked at the factors to consider when choosing social media channels, let’s compare the ROI of each channel in 2023:
Facebook: With over 2.8 billion active users, Facebook is still the largest social media platform. Its advertising options are also robust, with various formats like video, carousel, and messenger ads. However, due to privacy concerns and algorithm changes, Facebook’s organic reach has declined in recent years. To generate a fantastic ROI with Facebook, consider advertising products or services that have a “mass appeal”, rather than a super niche target audience. Facebook typically provides cheaper traffic costs for larger audiences (1M+ audience sizes).
Instagram: Instagram has over 1 billion active users and is known for its highly visual content. It’s an ideal platform for businesses that sell products, as it allows for easy product tagging and shopping. Additionally, Instagram has high engagement rates and a variety of advertising options like sponsored posts and stories. Instagram is a great solution for influencer marketing campaigns.
Twitter: Twitter has over 192 million daily active users and is best suited for businesses with a strong focus on writing, news, entertainment, or customer service. It’s a great platform for real-time engagement, and its advertising options include promoted tweets, trends, and accounts.
If your business produces a lot of written content, Twitter may be a great solution considering how fast you can grow. Having someone with a decent following re-tweet your post or thread can lead to significant growth quickly.
LinkedIn: LinkedIn is the largest professional networking platform, with over 756 million members. It’s ideal for businesses that target professionals or those in B2B industries. Its advertising options include sponsored content, sponsored InMail, and display ads.
Professionals flock to LinkedIn to consume work-related content and build their professional digital presence. If you’re providing information to business-related audiences, LinkedIn can be a great place to engage with others and post regularly.
TikTok: TikTok has rapidly grown in popularity and now has over 1 billion active users. It’s ideal for businesses that target younger audiences and those in industries such as fashion, beauty, and entertainment. TikTok’s advertising options include in-feed video ads and branded hashtag challenges.
This year, we’ve seen that the fastest social media growth has come from Instagram Reels, YouTube Shorts, and Tik Tok, due to how well the algorithm shares content from newer accounts.
YouTube: YouTube has over 2 billion monthly active users and is ideal for businesses that create video content. Its advertising options include in-stream ads, video discovery ads, and bumper ads. YouTube is also an excellent platform for influencer marketing.
In summary, the choice of social media channels will ultimately depend on your business goals, target audience, and the type of content you create. It’s important to track your ROI on each platform and adjust your strategy accordingly to maximize your results.
Consistent branding across all your social media channels is important for building brand recognition and trust. Use the same brand colors, logo, and messaging across all your social media channels. This will make it easier for your audience to recognize your brand and connect with you on various platforms.
Creating high-quality content is crucial for engaging your audience and driving ROI. Make sure your content is visually appealing, informative, and adds value to your audience. Use a mix of different content formats such as photos, videos, and stories to keep your audience engaged.
The #1 way to create high-quality content is to make sure you’re helping your audience solve their problems by adding value. Make each video as if it’s the only chance you’ll get at convincing someone to follow you or take action because often it is! With the insane amount of content available online these days, make sure yours is worth a reader’s or viewer’s time.
User-generated content (UGC) is content created by your customers or followers. UGC is a great way to showcase your brand and build trust with your audience. Encourage your audience to create and share UGC by running contests, creating branded hashtags, and featuring customer testimonials on your social media channels.
If you own an e-commerce brand, leveraging UGC content within your advertising strategy can increase conversion rates dramatically.
Influencer marketing involves partnering with social media influencers to promote your brand or product. Influencers have large followings and can help increase brand awareness and drive sales. Choose influencers who align with your brand values and have a similar target audience.
Our recommendation is to find accounts between 15K-200K followers. Often times their followers are very engaged and you don’t have to pay “celebrity” prices when negotiating a deal.
Paid advertising is a great way to increase your reach and drive ROI on social media. Each platform has unique advertising options, so choose the ones that align with your budget and goals. Test different ad formats and targeting options to find what works best for your brand.
In summary, by using consistent branding, creating high-quality content, leveraging user-generated content, partnering with influencers, and using paid advertising, you can maximize your ROI on social media channels. Keep track of your metrics and adjust your strategy as needed to ensure that you’re getting the best possible ROI.
Social media marketing is an essential component of any business’s marketing strategy. With so many social media channels available, it’s important to choose the ones that align with your business goals and target audience.
Here are some key takeaways from this post:
Looking to the future, social media marketing is expected to continue to evolve and become even more important for businesses. As technology advances, we can expect to see more innovative advertising options and features on social media channels.
In conclusion, social media marketing can be a powerful tool for growing your business and connecting with your audience. By staying up-to-date with the latest trends and strategies, you can maximize your ROI and achieve your business goals.