Hootsuite tells marketers to use TikTok if marketing on TikTok

During Hootsuite’s global webinar titled ‘Social Trends 2022’, emphasis was placed on the importance of going to the source when it comes to social media marketing.

Hootsuite’s head of content Sarah Dawley said: “If you are writing about TikTok, you better be spending time on TikTok.”

Hootsuite’s Social Trends 2022

Dawley continued: “If you’re trying to create the best ads possible on different social networks, you need to first truly understand the platform intuitively as a user, not just as a marketer, spend time on the platform as a user experiencing it, like the people you’re trying to reach are experiencing it. You’ll have a much better idea of what is going to blend in versus what is going to be just annoying and interruptive.”

The blend of marketing and social marketing was also a trend mentioned by Dawley and senior copywriter at Hootsuite Kosta Prodanovic, who pointed out that social media is often the first point of contact with customers.

Prodanovic predicted that social media is increasingly the front line when it comes to customer service as consumers are “fed up with waiting on hold”  have discovered that social media customer service is more convenient, meaning there is a pressure on businesses to adapt to as many customer service channel.

“In 2022, many business leaders will look to social marketers to take a greater role in customer care. Many social marketers will break from their departmental silos to take more agency in delivering good customer service.”

Dawley also spoke about the necessity to engage with online communities, rather than simply engage influencers with the highest follower count.

Dawley argued that: “We need to stop conflating followers with community. This is a big one. You can’t make the mistake of thinking that just because people follow you on social and maybe passively consume your content, but never really engage, you can’t mistake that for an active, thriving and loyal community. That’s just not how it works. That really, I think, does a disservice to social’s true community-building potential.

“And I think it tricks you into being complacent when. To community building in line online. So instead try to find the online communities that are active and engaged that already exists outside of your brand that revolve around interests or hobbies that are relevant to your product category or industry.

“So, if you make dishware, find home cooks. If you service cars, look for auto. And then use creators that are already popular in those circles to reach those audiences, to build trust, to earn some cultural relevance, and to also learn a lot more about your consumers and what resonates with them.”

Hootsuite and We Are Social also recently released the Digital 2021 October Global Statshot Report.


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