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BRIEFING MARKETING: The best social media platforms to invest in 2022

A Emplifi study found that the brand’s Instagram posts had 6.1 times the engagement of Facebook.

Amplifi’s Q3 2021 State of Social Media and CX report found that brands pay more to reach consumers on social media; but to get the most out of their paid social money, the content needs to be delivered to the right platform, an Emplifi executive said.

Social media ad spend on Facebook and Instagram, according to the report, increased 34.3% year-on-year to $ 2,912.14 (US $ 2,131.06) per ad account per month and cost per click increased. also increased 34.3% year-on-year in Singapore alone.

This brand behavior is no longer surprising, according to Amplifi’s vice president for Asia-Pacific and Japan, Varun Sharma, particularly in Singapore where residents spend an average of 2.17 hours per day on the networks. social.

Sharma, however, told Singapore Business Review that brands can only benefit from social media ads if they know their audience, stressing the importance of being familiar with the platforms available today.

“Through the analysis of our data and the conversations we have with brands, we can safely say that brands get a much better return on investment if they invest in the platforms on which their customers are active,” said Sharma said, adding that brands see “much better results” if they invest in creating and promoting content that resonates with their audience.

Citing Statista’s August 2021 data, Sharma said YouTube is the most popular platform in Singapore, followed by WhatsApp and Facebook. In January 2020, data provided by AnyMind showed that YouTube was also the number one platform used by Singaporeans, with 4.42 million users (86%), followed by WhatsApp (81%), Facebook (79%) and Instagram (62%). .

Globally, the Amplifi study showed that Instagram outperformed Facebook in terms of engagement, with interactions 6.1 times higher than Facebook.

In terms of formats, the report found that live video is growing as a tool to drive engagement and online sales, generating three times the engagement of other types of posts.

The data showed that live videos got 42 median post interactions, while pre-recorded photos and videos got an average of 15 and 14, respectively.

“They are real-time, conversational, and can drive sales when integrated into a social commerce strategy,” said Sharma.

However, the potential of live videos or live experiences has yet to be fully exploited by marketers, according to Sharma.

Meanwhile, for brands that want to try influencer marketing, Instagram still remains the key platform for brands to spend on. Twitter and YouTube follow; but TikTok has seen increased momentum, said Aditya Aima, general manager of agency operations for AnyMind Group.

According to AnyMind’s January 2020 report, Instagram was the primary platform of choice for the fast-moving consumer goods, e-commerce, gadgets, and food and beverage industries.

Doing social media well

More than identifying the platforms in which they should invest, brands must provide a unique experience for their consumers so that their social media advertising has an impact, not only on their engagement, but also on their revenues. Retailers should therefore take advantage of concepts such as “in-store shopping, online shopping, click-and-collect, scan-and-shop, no minimum spend,” among others, said Sharma.

“Customers want to engage with brands on their terms, channels and devices. Those who can provide a smooth customer journey with flexibility and convenience will retain their consumers, ”said Sharma.

Aima said that markets can use influencer-generated content in their social media ads to create a unique storytelling advertising experience where users are taken on a journey that includes influencer-generated content, such as reviews. of products.

In conclusion, Sharma said social media advertising should “be very closely aligned not only with the marketing goals but also the sales goals” of the business.

“Today, social media is where people go to discover new products (via a piece of branded content, via an influencer or someone in their community) and buy products,” he said. -he declares.

No slowing down

Sharma said brand advertising investment on social media won’t slow down anytime soon and will continue to grow over the next five to ten years, particularly in Southeast Asia (SEA).

Sharma, citing a report from Bain, said social media has overtaken physical retail when it comes to trading in SEA.

The analysis also cited a 2021 Visa study which found that in Singapore, 74% or nearly three in four consumers shop online more frequently due to the pandemic, while two in five (41%) do. do through social media. chains, and one in five is a novice (21%).

“It’s safe to say that brands will continue to invest in social media as a way not only to reach and interact with audiences, but also to create loyal communities and increase their income,” he said. -he adds.

The analyst said brands understand the importance of being active on social media platforms as they anticipate a social future first.

AnyMind Group also believes that social media ad spend will continue to grow in the years to come “as marketers and brands seek competitive advantages within” the social media ecosystem.

Aima, for his part, said that he is witnessing the emergence of new platforms capable of capturing the attention of users and the evolution of current platforms such as influencer marketing, social commerce and even the metaverse.

($ 1 = US $ 0.73)

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