4 Latest B2B Social Media Marketing Trends that will Shape 2020
The ever-growing prominence of social media in our day-to-day lives is undeniable. In fact, 98% of all digital consumers around the globe are active on a social media platform each month.
Social Media Users By Generation:
Source: eMarketer
If you want to promote business growth in 2020 and achieve brilliant results well into the future, Social Media is key. It’s important to truly understand not only how your audience uses social media, but also how you can improve their overall experience online and stay ahead of your competition.
Social media advancements in recent years have played a major role in defining the expectations of consumers in the modern market.
Your target audience now has access to an abundance of information at their convenience, meaning they can compare various offerings with minimum effort. Those who fail to clearly and convincingly convey their expertise and the value of their offering will struggle to make a lasting impact.
With an effective, systematic B2B social media marketing plan, you can attract, interest and delight your audience, helping you drive more valuable conversions.
The following are some of the things to be aware of when creating your Social Media campaign:
#1 The Rise of Ephemeral Content
96% of the world’s active Facebook accounts are accessed from a mobile device and, during 2018, mobile was found to be the primary social device.
Ephemeral content is ideal for mobile users, which has contributed strongly to its rapid growth in popularity since being introduced to platforms such as Instagram.
Source: Aquisio
When scrolling through content on their smartphone, individuals have their device positioned upright 94% of the time. This is ideal for the consumption of short-lived content, which can be viewed promptly with minimum effort from the user.
Each year, your consumer’s attention span drops by a considerable 88%. Sharing short stories that offer immediate value to users in an exciting and engaging way that can help you overcome such hurdles and, in this way, can be an incredibly powerful social media marketing tool.
Ephemeral content typically comes in the form of “stories” and, because it’s only temporarily available, brands are often less particular about what they post. Many businesses leverage this communication channel to share more personal insights with prospects, such as behind-the-scenes content. This can, in turn, assist them in developing authentic, meaningful and value-driven relationships with their target market on Social Media.
In addition to this, you can directly interact with users by sharing polls and the like to your story. This gives you the opportunity to gain greater insights into your target audience’s preferences and expectations, meaning you can better cater to their distinct needs and further improve your offering. This, in turn, reinforces that you value input from your customers and that you’re eager to take their opinions on board.
Source: Econsultancy
So, how does ephemeral content directly apply to your B2B business?
Your target audience comprises of companies, but it’s important to remember that the individuals making purchasing decisions are still consumers nonetheless. As a B2B business, informing prospects and clearly conveying your expertise is crucial, and with ephemeral content, you can do just that. With this approach, you can share product demonstrations, keep individuals updated on the latest brand news and provide exclusive sneak peeks.
#2 Video Continues to Dominate
Video is an incredibly engaging marketing medium and, in B2B marketing, it can assist your company in building a strong brand personality and demonstrating proficiency. With audiovisual content, your brand can tell valuable stories that inform and truly resonate with prospects.
Source: Wordstream
By 2022, it’s expected that 82% of all consumer internet traffic will be driven by online videos. Thus, if you’re yet to integrate video content into your B2B social media marketing strategy, you may be failing to reach a significant portion of your audience in the near future.
Across just about every leading social platform, video content continues to achieve incredible results, helping companies improve their return-on-investment and leave a lasting impact.
Source: SocialMediaToday
Social media platforms, such as Facebook, are now making it easier than ever before for companies to create the content of this nature. If you’re new to the world of video content, but want to try it for yourself, Facebook has a slideshow feature that allows users to effortlessly build simple videos. This can be a relatively straightforward way for your business to switch-up your Facebook posts, keeping your feed exciting and boosting user engagement.
