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Only 14% of respondents said they can always tie their social media efforts to ROI while only 31.5% knew how well their competitors are performing on social media.
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Jan 26, 2022, 08:00 ET
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NEW YORK, Jan. 26, 2022 /PRNewswire/ — ListenFirst, the premier enterprise social analytics solution, today announced the release of the 2022 Social Media Marketing Trends Survey. The findings of the comprehensive online study confirmed that despite the ongoing pandemic, brands are more committed than ever to social media as a marketing channel.
55% of respondents said their brand’s social media spend increased during the pandemic, with 50.5% of those surveyed adding their brand’s social media spend will increase further in 2022.
However, measuring the impact of their social media spend remains a challenge for many brands. Only 14% of survey respondents said they can always tie their social media efforts to ROI, while only 31.5% responded “Yes” to knowing how well their brand is performing on social media relative to competitors. Meanwhile, 52% of respondents either wanted more influencer analytics or were unclear if they had enough.
“The survey results confirm what we’ve known in the marketplace, that even while brands are investing more in social media, they just don’t have enough data that speaks to performance,” explained David DiGiacomo, Chief Executive Office at ListenFirst. “To get a more actionable picture of what’s working, companies need a social analytics solution that goes beyond vanity metrics such as Likes and Followers and offers meaningful competitive and industry benchmarks, as well as robust influencer and partner analytics.”
Other key finding of the 2022 Social Media Marketing Trends Survey include:
ListenFirst’s 2022 Social Media Marketing Trends Survey questioned 200 brand marketing and analytics professionals on the future of social media marketing, between December 28-29, 2021 The full survey results can be downloaded here.
ListenFirst is the premier social analytics solution used by the world’s leading brands. With a breadth of data and award-winning expertise unmatched in the market, we offer an easy, one-stop solution to optimize social media marketing and maximize ROI. ListenFirst has been honored with multiple accolades including a 2020 SIIA CODiE Award for Best Emerging Technology, 2020 Cynopsis AdTech Award for Outstanding Data Solution, 2022 High Performer recognition from G2 Crowd, MarTech Breakthrough Award for Best Social Media Monitoring Software, and named one of Inc. 500’s fastest growing companies. Founded in 2012, ListenFirst is trusted by leading global brands including AT&T, Amazon, NBCUniversal, and Peloton. For more information, visit www.listenfirstmedia.com.
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