Every year, Hubspot, conduct a report into what social media and marketing methods marketers have been using, and what they’re going to be using going forward into the new year. You might think ‘how does this help me, an estate agent?’ but the people who took part in the study are serious marketers who closely follow trends and analytics, so by taking a peek at what they’re going to be focusing on, you can better inform your own choices.
TikTok, Instagram Reels, Facebook Stories, YouTube shorts – they’re all getting on the short-form video bandwagon, and judging by Hubspot’s data they’re here to stay. 30 per cent of social media marketers plan to invest in short-form video, more than anything else in their marketing arsenals. That’s a stat to ignore at your peril.
In a world where there’s so much content to consume, it’s all about capturing someone’s attention and holding it until they scroll on to the next thing. A video that’s between 15 seconds and 1 minute long is perfect for this – you might be thinking ‘what can we put in a 15-second video?’ but you’d be surprised!
Going forward into 2022, think about what you want to say, and how you can use a short-form video to say it.
You may have noticed in your own life as a customer, that there’s been a big shift in focus when it comes to how consumers choose brands to shop with. There’s now a much bigger focus on the social responsibility of a brand, with customers looking at how businesses interact with their customers and audiences, how they treat their staff, and how they navigate themselves in the wider world – for example, how eco-conscious they are.
What does this mean for estate agents?
We’ve talked about not sitting on the fence before, but don’t be scared to showcase your values and think about your social responsibility as a local business. How do you interact with the community? Do you sponsor events? Do you join in with things like litter picks?
Utilise your platform to champion causes close to you, and show your connection to the area you operate in.
The one caveat here is that this HAS to be authentic. Customers will be able to spot it a mile off if you attend one litter pick, plaster it over social media and never do anything similar again.
Do you really need Twitter as a social media platform?
The final bit of data that jumped out at us, is the top 5 social media platforms based on ROI.
Where once Twitter was a great place for conversation, it’s much harder to leverage as a business these days AND get anything out of it. Some businesses do it well (we recommend looking at Innocent Smoothies’ Twitter account as an example) but is writing funny tweets about The Great British Bake Off likely to get new landlord business? Probably not.
So, if you have a Twitter account that you’ve been running for years, yet it doesn’t yield any results maybe make 2022 your year to ditch it in favour of one of the five mentioned above and see how much more your social media can work for you.
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