B2B in social media - channels to watch in 2022
Facebook, LinkedIn and Instagram are classic stalwarts when it comes to B2B social media communication, but what other interesting channels are out there? We've looked at the up-and-comers that you should take a closer look at in 2022.
Youtube
In recent years, YouTube usage has exploded and today the platform has over two billion users per month. The channel attracts both men and women and every day an average user spends 41.9 minutes on YouTube. The platform attracts users from all over the world, with 16.4% of traffic coming from the United States, 9% from India and 4.8% from Japan. Thanks to its broad audience, the channel has great potential, not least for B2B companies operating globally.
Well-produced, engaging content tends to attract viewers, with vlogs and how-to videos being particularly popular. As a B2B company, it's all about finding your niche and planning for a long-term presence. Producing high-quality video content can be time-consuming, but in the end it gives you a great opportunity to get noticed and make new contacts.
Pinterest is a platform that allows users to collect inspiring images on digital pinboards. The platform has been around for over ten years but has recently gained an increasingly large audience. Today, Pinterest has over 400 million users per month, the majority of whom are women aged 25 to 50, but the number of men using Pinterest is continuously increasing.
For B2B companies in the construction, food, IT and lifestyle segments, the channel should be seen as obvious, but those operating in other industries can also benefit from the platform. On Pinterest, there is a good chance that your content will receive strong organic distribution, but paid advertising can also reach a wide audience. As the advertising opportunities on the platform are relatively new, costs are low and competition is not very strong. According to statistics from Kepios, an ad targeting people in Northern Europe can reach as many as 14.5 million users and the same figure for people in North America is 100.3 million.
Snapchat
Snapchat dropped like a bomb when it launched in 2011 and is now one of the most popular channels. In total, the app has 265 million users per month. The target audience is mostly younger, but older users are growing in number.
One of the app's main features is that all content disappears after 24 hours and as a B2B company, this feature is important to remember. Use Snapchat as a personalized channel where even the unfiltered can be seen. Show behind-the-scenes material, livestream events, offer knowledge or be creative by creating your own filters. As content is only shown for a limited time, not everything has to be perfect. There is room to be more playful and dare to experiment!
Tiktok
In the last year, the world has caught Tiktok fever and today the platform has 100 million users per month. Like Snapchat, the main target audience is the younger generation, but interest among older people is growing. Tiktok consists of short, intense video clips, often composed with text and music. Tiktok is the world's most engaging channel, with an average session time of 10.58 minutes.
As the platform is relatively new, there is no clear recipe for success for B2B companies, but the possibilities are endless. Just like Snapchat, content here should be personal and playful. Don't be afraid to step outside your comfort zone and do something unexpected. Follow trends and jump on a popular challenge. Unlike many other channels, on Tiktok there is actually a chance that your content will go viral. So turn on the camera and start experimenting.
Facebook Messenger
Facebook Messenger is Facebook's messaging service used by 1.3 billion people every month. In Sweden, Facebook Messenger is the most popular digital communication service, with 40% of Swedish internet users using it at least once in 2021.
Facebook Messenger is the perfect platform for communicating with customers and leads. In addition to direct communication, the platform also offers several smart features such as message ads, sponsored messages and automatic replies. Using a special plug-in, you can also integrate Facebook Messenger directly into your website to create your own live chat.
WhatsApp is a Facebook-owned messaging service used by 2 billion people every month. In Sweden, Facebook Messenger is still the largest channel for digital communication, but in many other parts of the world WhatsApp dominates. In Germany, for example, 58 million people use the app daily.
If your B2B company operates internationally, the majority of your customers are probably on WhatsApp, so why aren't you? WhatsApp Business allows you as a business to communicate directly with your customers. Use it as a channel for customer service, sales or marketing. Use the status feature to share information about current campaigns and follow up with personalized direct messages to the hottest customers.
Learn more
Want to learn more about social media? Don't miss our other blog posts on the topic here. If you want further information or are interested in knowing more, you can always contact us. We have a lot of experience in communication and can help your business grow!
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