The Evolution of Social Media Marketing: What Agencies Need to Focus on Now

As a professional marketer, you know that B2B buyers are just as active on social media as their B2C counterparts. We’ve moved beyond the belief that you can’t drive leads via social media and into a world where businesses meet on platforms like Facebook every day. In fact, 75% of B2B decision-makers involve social media in their research.

With social media marketing now an essential aspect of demand generation, let’s take a look at how to make the most of these rapidly shifting platforms as they evolve and grow.

Integrating New Platforms into Marketing Strategies

Businesses operating on Facebook and Instagram have started to move onto newer platforms like TikTok. Short videos are one of the most accessible types of content and can pack a punch when it comes to brand messaging.

Consider how you or your clients could leverage the space for ads, product demos, or even fun videos highlighting employees or community outreach work. Building a trusted and entertaining brand is a great way to create a highly engaged pool of potential leads.

TikTok use for social media marketing has increased 15% year on year, with many marketers trying it out for the first time in 2024.

Understand How Existing Platforms are Changing

As well as looking for opportunities on new platforms, it’s worth understanding how existing platforms are evolving. Facebook algorithms, for example, vastly favor posts where people react with photos and gifs rather than text — so ensure you’ve given permission for viewers to post images. Facebook now shows Instagram Reels — short videos shared on IG — in its feed as well as FB videos. You can leverage two platforms with a single video — and then tweak it for TikTok.

Twitter (X) now offers ad revenue to creators who gain large volumes of impressions. For businesses, this could mean a new source of influencer marketing opportunities.

Focus on an Omnichannel Strategy…

…but ensure you know where your target audience is most active. Ongoing platform changes mean agencies and marketing teams have a lot of data to process to understand the impact of their social media marketing efforts. With the right analytics platforms and expert advice, it’s possible to drive leads across multiple social spaces and grow your clients’ audience.

Final Word

B2B social media marketing is likely to continue to evolve with the rise of the metaverse and better, smarter AI automation. With increasing places to meet leads, it’s more important than ever to ensure your overall strategy is in line with your organizational goals. Book a free 15-minute introductory call with the marketing experts at Arch Collective to learn more.

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