SproutSocial：2022年美国社交媒体趋势报告（EN）_32页_9mb.pdf

US Social Media Trends for 2022 & Beyond| The Sprout Social IndexTMContents3Introduction4Talent rises to the top8Test, learn, evolve15Tried and true23Taking off30Conclusion31M SproutSocial 2IntroductionRemember 2013? Facebook redesigned its news feed, Vine was introducing the world to the joys of short-form video and no one had heard of social distancing. It was also the year Sprout Social started this annual report on the top trends in social media.Things have obviously changed since then. The market for social media platforms is more powerful and diversified than ever. Consumers are more conscious with their screen time, especially as they find their footing in a post-pandemic world. Marketers have more channels to choose from, algorithms to untangle and audience preferences to rethink.This is Sprout Socials ninth year of trend forecasting. If weve learned anything over the years, its that social moves quickly. Trends, platforms and use cases are constantly changing and it can be hard to keep up. This report is one of the ways we reflect and reorient ourselves to the new landscape every year.In this report, we surveyed over 1,000 US consumers and 500 US social marketers to understand how social media has transformed on both sides of the marketing equation. Were using that data to break down shifts in consumer expectations, new challenges social faces as a strategic business function and how the bets marketers are taking for the future align with consumers desires. “ Consumers are more conscious with their screen time, especially as they find their footing in a post-pandemic world. ” SproutSocial 3Rank 1 Bandwidth/TalentProving ROISocial ExecutionResourcingSocial as a Business FunctionRank 2Rank 3Rank 4Rank 52019 2020 2021 2022Social media teams biggest challengesTalent rises to the top (of marketers challenges)Social media teams have come a long way in the past few years. In 2019, teams were still trying to convince senior leadership that social media was business-critical and struggling to get access to tools, resources and budget. Now, the value of social across functions is clearer than ever.But the new responsibilities of social teams come with new challenges. Creating the outcomes businesses have come to expect from social calls for more talent. More than half of marketers (52%) say that finding experienced talent is their number one challenge this year. Brands need to be thoughtful about social team growthboth in identifying which social roles to hire and calibrating job descriptions to attract and foster qualified talent.#1 challenge:Finding SproutSocial 4Talent rises to the top 88%of marketers expect to hire another team member over the next two years.Team expansion takes priority for businesses of all sizesThere has never been a better time to be a job seeker in social, regardless of your level of tenure. Whether theyre hiring for practitioners, leaders or specialized roleslike influencer partnerships or employer brand88% of marketers expect to hire another team member over the next two years. More than half (62%) anticipate hiring for between 26 new positions.LinkedIn reported that social media managers are the third most in-demand marketing position by posting volume in 2022, while social media coordinator roles have the third most year-over-year growth of all marketing titles. Theres ample opportunity for social media professionalsand a lot of competition for hiring SproutSocial 5Additional social team members11%Not sure25%23 employees1%1 employee1%0 employees33%46 employees29%7+ employees14%46 employees42%23 employees18%1 employee15%0 employees6%7+ employees150 1K+ 511KOrganization size16%7+ employees29%46 employees42%23 employees5%1 employee4%0 employees3% Not sure5% Not sureAnticipated social media team headcount growth over the next two yearsTalent rises to the top 62% of marketers anticipate hiring for between 26 new positions over the next two SproutSocial 6The scope of who shapes and executes brands social strategy widensWhats driving all this growth in social? More departments are discovering the value of social media and they want in.Social is no longer limited to marketing, with functions across the business weighing in on strategy. But as a more diverse set of stakeholders gets involved, core social teams will need to adapt. Figuring out who owns what, and which proficiencies are needed across teams, has to be addressed as social strategies become more sophisticated.32%Humanresources53%Customerservice3%Other20%R&D48%Corporatecomms43%ProductSocialstrategyTeams that contribute to their organizations social strategyTalent rises to the SproutSocial 7 Test, learn, evolveYou already know that your brand is in constant competition for consumers attention, online and offline. Savvy marketers need to understand where their audience is going and what theyre looking for when they get there. “ Consumers find short-form videos 2.5x more engaging than long-form videos. ” SproutSocial 8The content consumers craveBut that number is based on what consumers actually see in their newsfeeds. Since every platform has a different algorithm, brands may need to post more often to make sure their customers see the ideal number of posts.Length matters. Consumers find short-form videos 2.5x more engaging than long-form videos. In 2020, 50% of consumers thought short-form was the most engaging type of content and thats only growing. In 2022, 66% of consumers report paying the most attention to short-form content.The most engaging types of in-feed social contentShort-form video 66%Images61%Live video 37%GIFs/memes 32%Text-based posts 32%26%24%13%11%User-generated contentLong-form videoAudioURL/links to other contentTest, learn, evolve74%of consumers think the publishing sweet spot for brands is 12 posts per SproutSocial 9Consumers want to see brand content that features a product or service, or real customers. In early 2022, Bushs Beans capitalized on consumers hunger for short-form, product-centric content with the #BushsCanFilmContest. They called on their followers to create bean-centric TikToks and Reels for a chance to win cash prizes or a slot in their Bushs Beans Can Film Festival. By leveraging this kind of in-demand user-generated content, Bushs Beans received so many submissions that they had to add five additional winners slots to the competition. Not all audiences respond to influencer marketing in the same way. Younger generations value collaborations with celebrities, influencers or creators more than older generations: 33% of Gen Z and 28% of Millennials value content collaborations over just 17% of Gen X and 9% of Baby Boomers.51% 39% 34%Posts highlighting their product or serviceCustomer testimonials or real customer demosPosts highlighting the brands personality34% 27% 26% 23% 14%Authentic, less produced videosContest or promotionsPolished, highly produced videosCollabs with celebrities, inuencers, creatorsBehind-the-scenes contentTypes of content consumers like to see from brands they follow on socialTest, learn, SproutSocial 10“ T odays consumers seek authenticity, and a super polished or overly stylized piece of content isnt it. A produced video is essentially your opinionand consumers arent interested in your opinion. They want to hear what other people think of your brand and/or product. Who better to serve as brand ambassadors than people who love your brand so much that they create content for their personal channels bragging about you?”Jenny Li FowlerDirector of Social Media Strategy at MITTest, learn, SproutSocial 11Platform preferences: Do you know where your audience is?Its hard to have a conversation about social without TikTok entering the chat. It makes sense, as 38% of consumers plan on using TikTok, more than double the 17% who were planning on it in 2020.When it comes to video, you cant count out YouTube. More than half of consumers expect to spend more time on YouTubebut only 35% of marketers plan on leveraging the platform, down from 52% in 2020. Theres not a lot that we want to bring back from 2020, but that years YouTube investment might be worth revisiting. Test, learn, evolveYouTube51% 35%Consumers MarketersFacebook71% 65%Snapchat19% 9%TikTok38% 39%Instagram49% 59%The top platforms consumers and brands anticipate using most in the next 12 SproutSocial 12Test, learn, evolveMy brand uses social data for. How often organizations use social dataDailyWeeklyMonthlyQuarterlyNot at all60%29%7%3% 1%“ S ales s tr a t eg y is the number one use case for social data. ”65% Sales strategy46% Content strategy40% Competitive insight48% Product development44% Customer experience32% Market researchProductive experimentation and successful execution starts with data The power of social data is undeniable. Most marketers are checking in on a daily or weekly basis to stay agile in a world where trends could last two weeks or 20 minutes.Social data is useful for more than keeping up with the latest TikTok challenge. Sales strategy is the number one use case for social data, especially as social commerce becomes more prevalent and social has more impact on the bottom line. Understanding how customers respond to posts about your products and services can pave the way for direct sales on the platforms your audiences already use. Social data takes the guesswork out of social commerce. SproutSocial 13Social data also gives marketers a window into how customers are using their products and services. The insights from social can be a powerful tool for understanding what your buyers wantand when they want it. Grammarly takes social data a step further with a comprehensive tagging system that tracks inbound messages based on content. By standardizing their data, Grammarly can respond quickly and correctly to customer needs, while mining information for other departments like product, sales and user experience.Test, learn, evolve“ Insights from social can be a powerful tool for understanding what your buyers want. ” SproutSocial 14Tried and trueMarketers love hard measurements like share of voice, impressions, customer acquisition cost and revenue. But the true goal of marketing isnt quite so measurable. Were trying to build the kinds of brands that people love and trust. Supporting your customers when they need it and speaking out on the issues that matter cant be quantified, but it can build relationships that keep consumers coming back for more.71% of consumers think its important for brands to take a stand on sensitive SproutSocial 15Tried and trueWhen brands take a stand, consumers stand with themMost consumers (71%) think its important for brands to raise awareness and take a stand on sensitive issuesa 7.6% increase from 2017. That importance jumps up even more for Gen Z (73%) and Millennials (77%). At the same time, 48% of marketers say that brands need to speak out on social issues to stay culturally relevant on social media.Strongly agreeAgreeNeutralDisagreeStrongly disagree34%37%22%4%3%Leverage pop culture in their social contentAre at the cutting-edge of using new technologies and featuresHave an easy to identify brandHave a CEO active on socialActively engaged with responding to their communityChampion diversity, equity and inclusionSpeak out and embrace social issues48%46%41%35%34%31%23%Consumers POV: It is important for brands to raise awareness and take a stand on sensitive topicsMarketers POV: What does it mean for brands to be culturally relevant on social media? “ Brands need to speak out on social issues to stay culturally relevant on social media. ” SproutSocial 16Despite the overwhelming consumer desire for brands to take a stand, social media marketers are having a hard time pushing their companies and leadership teams to do so. Two-thirds (66%) of marketers report having to encourage leadership to create company positions on the big issues.Tried and trueAs someone involved in social media at my company, I often have to push my company/leaders to raise awareness or speak out on social issues.26%Strongly agree40%Agree19%Neutral10%Disagree5%Strongly SproutSocial 17Tried and true“ Many leaders think social media managers are the people who post stuff on Facebook. But the best leaders take the time to learn about their social media operationthe strategy, the day-to-day ins and outs and the pain points. Leaders who have invested this time position their companies to act quickly and with precision when a crisis or major issue is brewing. When leaders lack that understanding, things go sidewaysoften making headlines for out-of-touch responses and missing the mark. ”Sue SernaFounder and CEO of social media consulting agency Serna S SproutSocial 18Knowing and embracing your audiences personal valueswhere it makes sensehas a clear tie to revenue. Company alignment with personal values is 74% more important to consumers than it was in 2021. Your products and services are still important, but consumer preferences are increasingly fueled by trust and shared values. Adidas proved this point in February 2022 with their “Support Is Everything” sports bra ad campaign. By featuring 25 sets of bare breasts of all shapes and sizes, they sparked a greater conversation around body positivity. It paid off for them, with their launch Tweet alone garnering over 34,000 likes. But your position has to be authentic to your brands culture. Your companys values may not always align perfectly with your customers personal values, so youll want to be prepared when you find that intersection.Tried and trueI trust the brandThe brand aligns with my personal valuesThe brand understands me as a customerI rely on the brands product or services58%40%36%32%45%23%21%12%2021 202274%more important to consumers than it was in 2021pany alignment with personal values isWhat affects consumers decision to pick a brand over a SproutSocial 19Customer care expectations: High for consumers, higher for brandsHow soon should you respond to that message? We ask that question in our personal lives and its one that brands ask themselves when it comes to replying to consumers on social. More than half of marketers say their organization has an average response time of two hours or less. But what do customers expect? More than three-quarters of consumers expect a response within 24 hours, meaning that brands hold themselves to a higher standard than their audiences do.Less than 1 hour12 hours212 hours1224 hours2448 hours48 hoursNever contacteda brand on social2%N/A3%30%29%23%13%13%22%22%19%12%5%6%US Consumer US MarketerTried and trueHow quickly consumers expect a response on social vs. brands average response SproutSocial 20But lower customer expectations arent an excuse to sit back and relaxtaking too long to respond has consequences. When this happens, 36% of consumers say theyll share that negative experience with friends and family. A comparable 31% wont complete their purchase, while 30% will buy from a competitor instead.One space wh