Gartner-数字智商：社会营销基准（英）-2021.10-21页_1mb

Gartner® Digital IQ: Social Marketing Benchmarks for 2021 Summary

Core Content

Gartner's Digital IQ: Social Marketing Benchmarks for 2021 provides insights into the performance of over 1,290 B2B and B2C brands across six industries. The report emphasizes the importance of social marketing in the current digital landscape, highlighting that it is the most widely used and effective channel for brands, with a significant portion of marketing budgets allocated to it.

The report outlines the evolving challenges and opportunities in social marketing, such as heightened consumer scrutiny on social issues and the growing influence of social commerce. It also identifies key trends and strategies that top-performing brands are using to engage and convert consumers.

Main Viewpoints

• Social Marketing is a Critical Channel: Social marketing captures the largest share of marketing channel investments (11.3%) and is the most effective channel across all stages of the buying journey.
• Consumer Attention is Heightened: Brands must respond to social issues, as 1 in 5 consumers made a purchase due to a brand's stance on social or political issues, while an equal number stopped purchasing due to negative stances.
• Traditional Platforms Remain Dominant: Instagram and Facebook still lead in brand following and engagement, with Instagram having the highest engagement per post (56% of users follow brands on the platform).
• TikTok is Gaining Ground: There was a 153% increase in TikTok users following brands from 2019 to 2021, showing its growing relevance in social marketing.
• Social Commerce is on the Rise: More consumers are making purchases via social media, with a 37% increase in views leading to third-party shopping visits and a 36% increase in clicks to brand sites.

Key Information

Industry Rankings

Engagement Metrics

The report highlights the importance of engagement metrics, particularly on Instagram, where Tier 1 brands achieve significantly higher interaction rates than lower-tier brands.

Key Recommendations

• Use Benchmarks for Comparison: Compare your brand's performance against both in-category and out-of-category peers to identify areas for improvement.
• Adopt a Multiplatform Strategy: Scale content across platforms by adjusting format and duration to suit each platform's preferences.
• Focus on Brand Offerings: Use posts centered on brand offerings and integrate native commerce features to drive traffic and conversion.
• Leverage Social Listening: Monitor consumer sentiment and adjust content strategies to align with their values and concerns.
• Optimize for Emerging Platforms: Experiment with TikTok, Twitch, and other emerging platforms while maintaining a strong presence on traditional platforms like Instagram and Facebook.

Conclusion

The report underscores the need for brands to adapt to the evolving social media landscape, emphasizing the importance of a multiplatform, consumer-centric strategy. It also highlights the growing influence of social commerce and the necessity for brands to engage with social issues effectively to maintain consumer trust and loyalty. By using Gartner's benchmarks, marketers can gain actionable insights to improve their social marketing performance and stay competitive.