Everything You Need To Know About Social Media Marketing

This year has seen a lot of developments in business-to-business (B2B) social media marketing. We’ve covered topics such as the distinction between social and traditional media, the social media preferences of different age groups, and the most recent apps, trends, and statistics in B2B social media marketing.

Since 2023 is not too far off, we decided to compile the year’s most noteworthy B2B innovations into a highlight reel. With no further ado, here are Zen’s top social media marketing trends and topics for B2B marketers in 2023.

The social web has replaced the Internet’s traditional search mechanisms

Social-first searching is on the rise, but SEO and search engine ads are still crucial components of any successful digital marketing strategy. Customers are turning to social media platforms like Facebook and Twitter before scouring the web for information.

The digital age is transforming our relationship with information. Traditional search engines are being supplanted by platforms like TikTok and, to a lesser extent, Instagram. As a matter of fact, Google reports that 40% of young people would rather use platforms like TikTok and Instagram to find information than Google itself.

Still the golden age of video

While videos have been popular for a while now, 2023 is predicted to see a rise in shorter videos. Over half of all marketers (58%) say that they primarily use short-form videos (like TikTok, Instagram Reels, and YouTube Shorts) in their jobs. In addition, studies have shown that viewers retain 95% more information when shown a video compared to just 10% when reading the same information. Product demonstrations, how-to guides, sneak peeks behind the scenes, in-depth documentaries, and in-depth interviews are all great options for branded video content.

Live streaming and live shopping are two other video-based strategies that are gaining traction. With one-click purchasing made possible through social media live shopping, your customers will appreciate the convenience.

The popularity of user-generated content (UGC) is being fueled by its emphasis on genuine interaction

It’s common knowledge that nowadays, authenticity is crucial in social media marketing. Did you know that authenticity is a factor for 90% of shoppers when deciding which brands to buy? That’s an increase from 2017’s 86% rate. By utilising UGC, you can jump right into the pool of genuine content.

Users are already regularly consuming user-created content. If they use social media, they will almost certainly see the following every time they scroll through their feed:

  • Comments posted on a business’s or a product’s profile page
  • Advertisements that feature an actual customer demonstrating how to use the wares in question
  • A Facebook update from a friend gushing over a new gadget.
  • User-generated content (UGC) can be more engaging than other types of marketing content because of its perceived objectivity. Brands can now monitor social media conversations across channels to learn more about their customers’ wants and needs. This practise is known as “social listening” for business insights.

It seems that augmented reality is now part of the conversation

Since last year, the use of artificial intelligence in advertising has skyrocketed, and augmented and virtual reality have become increasingly influential tools. Through the use of augmented reality and social media, consumers will be able to “try on” products and services virtually, reducing the likelihood of buyer remorse by demonstrating how a given solution will address their specific problems. In addition, businesses can raise brand recognition by developing branded filters. However, the goal of using augmented reality in social media marketing is to give your target audience an interactive and engaging experience.

An Ipsos and Google survey found that nearly half of respondents expected automotive and beauty brands to offer AR content. Adopting early will be the key to success for B2B social media marketers as we have seen that B2C marketing has a profound impact on the expectations of B2B consumers.

Effective partnerships with influencers tend to be long-term

Although B2C companies have been using influencer marketing for some time, it has recently caught on in the B2B sector, with an expected $11.7 billion in revenue from the practise by 2022’s close. A study from this year found that 38% of B2B companies are just exploring influencer marketing, and only 15% of executives feel they are using business influencers well.

Trust from customers will be more valuable than ever by 2023, and brands that align themselves with influential figures in the business world will stand out from the crowd. People are more likely to interact with well-known creators, so it makes sense to form a long-term, win-win partnership with an influencer whose fan base overlaps with your own.

Spending on advertisements on social media is rising

In 2022, $602.25 billion was spent on digital advertising worldwide, representing 66.4% of all media advertising. Social media advertising will consume a sizable portion of the $681.39 billion expected to be spent on digital ads in 2023.

Knowing where, when, and how their audience wants to be communicated to is crucial for B2Bs to make the most of their increasing investments in social media ads.

Rapid evolution, the emergence of new platforms, and other phenomena will persist

Social media marketers should know by now to anticipate rapid changes in their field. There is always going to be something new to learn, from updates to algorithms to new platforms (like BeReal). To keep up with the latest trends and ensure that your brand can experiment with them as soon as possible, it is crucial to make upskilling and re-education a top priority for your social marketing team. An early adopter advantage exists in the social media platform adoption game.