Social media marketing is a powerful tool for businesses to connect with their audiences and drive growth. However, the landscape is constantly evolving, and staying updated with the latest insights is important for results. In this article, we will explore 12 must-know social media marketing insights that can transform your strategy.

1) Going Viral Does Not Necessarily Translate to Sales

While achieving viral status can significantly increase brand visibility, it does not necessarily lead to increased sales. Sustained engagement and targeted marketing strategies are more effective for driving sales than the fleeting attention from viral content. Brands should aim for consistent, value-driven interactions to foster long-term relationships and loyalty, rather than focusing solely on viral potential. Having said this, going viral is great to gain brand exposure and attention, however it is important that the attention is from the right audience segment and that the user journey is optimised on the brand’s channels for sales conversions.

2) TikTok is Here to Stay and Is Not Just for Young People

TikTok’s popularity continues to increase in Malta and across Europe, and surprising to some, the core age group is not just teenagers. The majority of TikTok’s user base is between 18-34 years old and older demographics are also engaging more with the platform. In Europe, TikTok has over 100 million users, and a significant portion of its growth comes from users aged 35 and above. This shift indicates that TikTok’s appeal is broadening beyond its initial young user base, making it a versatile platform for marketers.

3) People Are Using Social Media as a Search Engine

Social media platforms, particularly TikTok, are increasingly being used as search engines. Users are leveraging TikTok to find real-time information information on products and services they are interested in, preferring the dynamic content over static websites. About 40% of Europeans use TikTok as a search tool, highlighting its role in providing up-to-date and engaging information. This trend means brands should ensure they are easily discoverable to the queries of potential customers on the relevant platforms.

4) Facebook is Still Strong with Older Age Groups

Facebook remains a dominant platform in Europe, particularly among users aged 40-65. It continues to be a significant driver of online sales, contributing to substantial e-commerce growth across the continent. Facebook’s targeting and advertising tools make it an effective platform for reaching older demographics and driving conversions, especially thanks to its detailed audience insights and advanced ad placements.

5) Instagram Influences Purchasing Decisions

Instagram remains a key platform for influencing purchasing decisions in Europe. With its highly visual content and strong influencer presence, users frequently turn to Instagram for product recommendations and inspiration. This makes it a valuable tool for brands aiming to boost their sales and build brand loyalty through targeted campaigns.

6) People Follow Influencers on Social Media More Than They Follow Brands

In Europe, influencers hold more trust than brands on social media. Users are more likely to follow and engage with influencers, who provide authentic and relatable content. This trend highlights the importance of influencer partnerships for brands looking to enhance their reach and credibility. Collaborating with influencers allows brands to tap into established communities and build trust with their target audience, ultimately driving higher engagement and conversions.

7) Personalised Advertising is Key

Personalisation in advertising is becoming increasingly important. Consumers expect tailored content that resonates with their interests and preferences. Brands are leveraging data analytics and AI to deliver personalised ads, resulting in higher engagement and conversion rates. Personalised marketing strategies are proving to be more effective in building customer loyalty and driving sales. Marketers should focus on understanding their audience’s behaviour and preferences to create customised ad experiences that truly connect with consumers.

8) LinkedIn Tops for Recruitment

LinkedIn continues to be the leading platform for recruitment. Its professional network and job posting features make it an invaluable tool for HR professionals and job seekers alike, facilitating effective recruitment processes and career advancements. Companies can leverage LinkedIn to attract top talent, promote their employer brand, and connect with potential candidates through networking and targeted job advertisements.

9) Social Commerce is Booming

Social commerce, the integration of e-commerce and social media, is rapidly growing in Europe. Platforms like Instagram and Facebook have introduced features like shoppable posts and integrated checkout experiences, making it easier for users to make purchases directly from their social media feeds. This trend is expected to continue, with social commerce sales projected to increase significantly over the next few years. Brands should prioritise seamless shopping experiences on social media to capture this growing market.

10) Video Overall Top Engaging Format

Video content remains the most engaging format on social media platforms across Europe. Platforms like TikTok, Instagram, and Facebook prioritise video in their algorithms, resulting in higher engagement rates. This makes video content crucial for brands aiming to capture and maintain user attention. Investing in high-quality video production and creative storytelling can significantly enhance a brand’s social media presence and audience engagement.

11) Sustainability and Ethical Marketing Matter

European consumers are becoming more conscious of sustainability and ethical practices. Brands that emphasise their commitment to environmental sustainability and ethical business practices are more likely to attract and retain customers. Social media campaigns highlighting these values resonate well with European audiences, particularly among younger demographics who prioritise ethical consumption. Companies should transparently communicate their sustainability efforts and ethical initiatives to build trust and loyalty among their audience.

12) Rise of Short-lived Content

Ephemeral content, such as Instagram Stories, continues to gain traction. This type of content is short-lived and disappears after a set period, creating a sense of urgency and exclusivity. Brands and content creators are using ephemeral content to engage with their audience in real-time, share behind-the-scenes glimpses, and promote limited-time offers. By leveraging the ephemeral nature of this content, brands can create more dynamic and engaging social media experiences that encourage immediate interaction and response.

This does not mean that all brands need to leverage all the channels and tools mentioned above. The fact that the marketing landscape is so vast today means that it is even more important to have a well thought-out marketing strategy that is aligned with one’s brand objectives and optimised for the highest ROI.

At GRO, we are a small, mighty team of marketing strategists and creatives who absolutely love what we do. Seeing quality, deserving brands achieve results is what makes us tick. We have helped numerous brands take their social media marketing to next level, and we can’t wait to help you explore your growth potential.

If you are ready to elevate your social media marketing performance, request a call-back here.

This article was written by Digital Marketing Professional and Head of Strategy at GRO, Davinia Mallia Pulé