General

Social media has become one of the main platforms for users to communicate with each other and interact with brands.

With the increasing uncertainty of the global economy, brands are facing increasing pressure, and 60% of brands and organizations have further increased expectations of the role of social media.

So, what are the main social media channels used by overseas brands in the marketing process, how should they set goals, evaluate marketing effects, and develop budget plans?

The pattern of five leading social media marketing channels: Facebook, Instagram, LinkedIn, YouTube and Twitter. But TikTok marketing is growing rapidly.

Looking around the world, we also found that the overseas brands are exploring new niche social media marketing channels, such as Twitch, Snapchat or Clubhouse. This exploration has advantages and disadvantages: the audience is limited, but the competition is fierce. If your target customers are more consistent with those of these channels, you may try it in 2023.

Goal of social media marketing

In the process of brand marketing, the goal of social media marketing is not single. With the increasing market competition, the changing consumer demand, and the increasing trend of differentiated development, the goal related to brand promotion has become the top priority of social media marketing for overseas enterprises. Among them, improving brand awareness and increasing brand interaction are the two most important goals of overseas brands.

Other goals include acquiring new customers and increasing network traffic, but these goals also involve the promotion of brand awareness.

Dimensions for evaluating social media marketing effect

When evaluating the indicators of social media marketing effect, we found several indicators such as interaction rate, website traffic and number of fans through comprehensive data.

In recent years, when enterprises regard improving brand awareness and transparency as their top priority, overseas enterprises also increasingly need to effectively track and evaluate social media performance.

When measuring the return on investment, only a small number of overseas brands pay attention to the revenue of social media marketing, and most overseas enterprises pay more attention to the collection of marketing clues.

Current situation of social media marketing

The role of social media

Under the premise of slowing economic growth, consumers have already felt the consumption pressure, which means that brands need to find new ways to attract customers' attention. Therefore, social media is becoming more and more popular. It can be said that social media is becoming more and more important in brand marketing.

Social media marketing trends

Red person marketing

Nowadays, celebrity marketing can not only achieve a brand, but also destroy the brand's reputation accumulated over the years in a short time. With the rise and development of social media, the market of celebrity marketing has been expanding. But how many brands really incorporate celebrity marketing into their marketing strategies? By 2023, nearly 70% of B2C companies will carry out celebrity marketing.

In celebrity marketing, B2C companies are still in the forefront, using various levels of online red to convey information to consumers.

Challenges of social media marketing

What is the biggest challenge in social media marketing? Our comprehensive social media research found that how to measure the impact of social media is the most prominent issue, followed by how to obtain the time or resources required, and how to prove the value of social media.

In addition, the survey also found some more specific difficulties, such as increasing the number of social media marketing fans or interaction rate, which may also be related to the difficulty of social media content creation.

In today's context of rich products and information explosion, consumers' attention is the trump card. Consumers are more picky and marketing budgets are more tight. It is increasingly important to attract audiences with unique marketing.

As consumers spend more and more time on the Internet, in order to survive in the turbulent economic environment, brands must maintain or improve their attention to social media. By improving the popularity and establishing loyalty, the offshore enterprises can lay a solid foundation for improving their income.