Marketers continue to see the potential of social media, but new research indicates that they are still facing many challenges when it comes to fully leveraging it.

Hootsuite recently published the results of its “Social Trends 2022” survey, and statistics suggested that the majority of marketers (51%) are still struggling to consistently produce creative content for social media platforms. About 43% are challenged by the decline of organic reach and the need to increase paid advertising budgets, while 34% are finding difficulty integrating data and technology to craft a unified customer view.

This year, most marketers (53%) want to try to increase brand awareness with social media marketing. Forty-six percent are attempting to increase their acquisition of new customers, while the same percentage are looking to drive conversions. Nearly 30% would like to improve their company’s competitive advantage.

B2B Marketers and Social Media Marketing Success

While social media has proven to be challenging for many, previous research suggests that B2B marketers, in particular, are seeing it grow in potential as a channel.

Oktopost conducted “The 2021 State of B2B Social Media Marketing,” and data indicated that social media (82%) has been a top growing marketing channel for B2B marketers over the past 12 months. This was followed by website (67%), search/PPC (39%), and email (37%).

Additionally, social media marketing (78%) was cited as the most effective marketing initiative amidst the COVID-19 pandemic, followed by email marketing (55%).

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