Diversifying platforms and content

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As newer social media platforms (like TikTok) continue email list to grow, brands must evolve their B2B content marketing to keep up. But that doesn’t mean making content for every possible platform. In 2023, social media users are paying particular attention to marketing efforts that embrace the varying contexts of different platforms to create content that resonates with users.

To demonstrate what users are looking for when they turn to social media in 2023, let’s compare two popular social media marketing platforms: Instagram and TikTok.

Instagram users are increasingly engaged with content posted on Stories. In fact, 62% of users are more interested in a B2B business after engaging with its Stories content on the platform.4
TikTok users are primarily using the platform for a daily dose of joy or community-building. As such, they expect a B2B brand on the platform to produce advertising material that serves these primary functions.5
In 2023, content diversification doesn’t just describe developing a presence on every social media platform. It also means that brands must develop the kind of content that users are looking for on a specific platform.

#5 Combining AI and human intelligence for marketing analytics
While social media platforms are expanding, so are the tools marketers can use to create digital marketing strategies. In 2023, highly effective digital marketing strategy software combines two powerful tactics to build optimized campaigns: