By: Matt Sonnhalter, Vision Architect
In this five-part series, we are taking a look at the 2022 social trends from Hootsuite. The third macro trend for 2022 is the ROI trend.
The ROI Trend
Social quietly matures out of the marketing department
Respondents in our 2022 Social Trends survey—particularly larger businesses—indicated that they have become more confident in quantifying the return on investment (ROI) of their social media practices. The majority of marketers (83%) report that they are either somewhat, very, or extremely confident in quantifying the ROI of their social efforts, up from 68% last year.
What can you learn from marketers who said they’re “extremely confident” in measuring the ROI of social media?
1) Social media has a priming effect on the rest of your marketing. 55% say their social ads strategy is completely integrated with other marketing activities. Meaning these marketers know that social works in conjunction with other marketing efforts to drive awareness and help with brand recall.
2) Social can help you gain valuable customer insights. 48% strongly agree that social listening has increased in value for their organization. Meaning these marketers are using social to learn more about what their customers want and need so that they can deliver exactly that.
3) Social is at its most powerful when paid and organic work together. 65% have completely integrated their paid and organic social media efforts. Meaning these marketers understand how to strategically use both to attract new customers while deepening relationships with existing ones.
Bold businesses in 2022 will buff up their employee advocacy programs, get better at using social to gather consumer insights, and strive to deliver the kind of impact they’ve seen social have on their marketing elsewhere in their organizations.