Rethinking Social Media Marketing: How to Use a Behavior Based Approach For Content on Social Media

Companies today are facing how to best market to customers on numerous socials media. How can they much better determine the types of material that will carry out the very best on each network? To answer that concern (and much better notify HubSpot’s own social method), HubSpot Research and the University of Virginia teamed up to survey customers and analyze existing branded material to produce a framework that assists brands determine the kinds of material that performs finest on a given social media network. This post is a summary of alonger report publishedby HubSpot Research study.

Comprehending Behavior and Content Options

We first required to understand the primary habits people take on each social media network– after all, individuals use Twitter extremely differently from a network like Instagram or YouTube. Through customer surveys, we recognized 5 essential behaviors: bridging, bonding, interacting, finding, and doing something about it. Based on our data, we tied the most widespread habits discovered on each of the 6 social media we studied (see figure 1).

Figure 1. Prevalent Habits on Social Networks

We understood behavior; now we required to classify the styles of content that we generally find on social networks. Our research identified eight unique classifications of content commonly made by brand names (see figure 2). These content categories construct on HubSpot’s existing social material framework in which content broadly reflects customers’ identity (Identity content), offers information to customers (Info/Utility material), and generates a psychological reaction from consumers (Emotional content). A provided piece of content might have characteristics of numerous categories, however might be more connected with among the 8 classifications than others.

Figure 2. Material Categories

Using the material classification framework, the group at UVA evaluated different branded material on customers to understand what kind of content performed best for the five core behaviors displayed on social media networks. Our resulting guide listed below can assist companies best orient the content they develop for social media networks, to better reflect the reasons that people are on the network in the very first place.

Figure 3: Habits and the Content that Performs Finest

Our study findings show that individuals not only usually prefer various kinds of material as a function of their factors for using a platform, but their behavioral action to brand material is driven by these different inspirations. Incorporating the study results with the actual performance of projects in market, we are able to evaluate the relative effectiveness of material classifications for each channel and suggest the ideal material for driving designated habits. Consistent outcomes throughout the HubSpot survey and the HubSpot campaign information, along with survey results for the material from various other companies and product categories, allow us to broadly recognize patterns of content category efficiency for companies throughout channels. For complete information on the very best and worst performing content types on each network, examine out figure 4 listed below.

Figure 4. Material Performance by Channel

Wish to see the whole study? Click here to learn more.

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