Marketing strategy

Social Media Trends 2022: Twitter and LinkedIn Marketing Strategy

Much has changed in the digital landscape over the past year. What didn’t happen? The importance of social networks. Today’s brands are built on social. It therefore requires a strategy and resources that correspond to the level of importance that consumers place on it.

All posts across all channels need incredible creativity – vibrant art (a video, a GIF, or at least an image), great copy, and high-quality content. They also need amplification. The days of social posts without paid support are over.

Then there are the tactics specific to each network. In our new blog series, our social specialists have analyzed what works (and doesn’t work) on the main social networks. They started with Facebook and Instagram. Here we review the marketing strategy of Twitter and LinkedIn.

LinkedIn marketing strategy

LinkedIn is the most trusted social network and has a few advantages over peers on the platform. The types of user data it collects, such as job title, company, and function, make it extremely attractive for B2B businesses.

  • In case you missed it: LinkedIn enhanced its LinkedIn Event/Live experience with event ads and rolled out Business Manager. This made it easier to share data between ad accounts. Still, Microsoft needs to do more to make LinkedIn the powerhouse it hopes to be. Its analytics need a facelift and the fact that a campaign cannot promote both image and video ads is elementary.

  • What works—ABM: Campaign Manager offers a range of targeting options, integrations and reporting. These capabilities make it the obvious choice for account-based marketing (ABM). Using lead lists and integrations into a company’s CRM and other platforms like the ABM Madison Logic advertising platform, advertisers can reach the right accounts and analyze which ones are generating leads/interacting with them. the contents. It’s a specialist’s dream.

  • What Works: Distinct Thought Leadership Branding: The thought leadership of the brand and its executives should be the cornerstone of content on LinkedIn. But since everyone is doing it or trying to do it, its content and creation must be distinct. Also, don’t sleep on LinkedIn articles. They may not have the audience of Medium or the reach of a LinkedIn post, but they offer the opportunity to amass followers and rank in Google search results.

  • What Works — Employee and Customer Advocacy: Provide employees with links and copies to share on social media. And definitely re-share posts from employees, customers, or advocates, as LinkedIn’s algorithm strongly favors individual posts.

  • What to try—B2C marketing: With a typically high-income user base, B2C brands use targeted demographics to capture relevant “professionals” through organic and sponsored posts and ads. After all, consumers are professionals too, and this platform is less saturated with mainstream marketing.

  • TL; DR: LinkedIn marketing must unequivocally be part of your social, B2B or B2C strategy. Use all its features to the fullest. Many (like Product Pages, Life, and LinkedIn Live) are underutilized.

Trends and changes on Twitter

Then-CEO Jack Dorsey stepped down in November 2021, making waves over the future of the platform. Parag Agrawal, former CTO, chimed in. If the past few months have been any sign, it’s looking to break the mold and fix the gaps in Twitter’s offering.

  • What works? Trend Jacking: Twitter is the news cycle platform and the creator of the hashtag. As such, we see users connecting and sharing breaking news, joining TV events and participating in like-minded communities. Using the news cycle and trending topics to your advantage (trend jacking) is the name of the game. Content should focus on timely, relevant, and hashtag-centric topics, such as the holidays. Sharing user-generated content is also essential for cultivating a community. Leverage traditional tactics like hosting #QandAs and Twitter Chats. And try new additions to the platform like Twitter Spaces and Twitter Live to help boost community engagement.

  • What works: hypertargeting: Twitter’s targeting options reflect the goals of its users. So targeting conferences, hashtags, conversations or similar followers for other nicknames works incredibly well. Think: Use relevant events to raise awareness of a booth presence or engagement at a conference, drive webinar registrations, or introduce the brand/product to a new audience. Leveraging ads to extend brand reach will remain key in 2022, especially through unique offerings like Sponsored Trend Spotlights.

  • Keep an eye on—ABM: ABM has been an obvious gap for B2B marketers. It has been difficult at best, non-existent at worst. While CPC is much more appealing than LinkedIn, the latter has a lot more functionality. In 2022, Twitter will use third-party platform SocialDatabase to enable true ABM campaigns, using character-created “super audiences” to show up to the right people.

  • Keep an eye on—crypto and NFT: It’s a big priority for Twitter this year, with Blue Labs Twitter in the early stages of testing NFT profile images. Brands adopting crypto and allowing users to trade or accept crypto should be active on the platform.

  • For the record : While Twitter is still a hot platform, it no longer has quite the shine factor it once had or the targeting capabilities of LinkedIn. But it should still have a place in the social media marketing mix for brands with a relevant and active audience on the platform. Use it to participate in discussions about events, posts or trending topics.

Apply this information to your Twitter and LinkedIn marketing strategy now. It’s only a matter of time before new trends emerge.

This article was originally published by our sister company SHIFT Communications on SHIFT Insights