Forecasting social results is tricky

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 22, 2021, 5:14 PM UTC

Every creator complains about social media algorithm negatively affecting organic content performance.

Marketers rely on a heap of past performance data and past experiences to predict campaign performances. However, forecasting campaign performance can be challenging, with marketers complaining about search engine and social media algorithm negatively influencing their content performance.

Social media marketers should note that performance on platforms like YouTube and TikTok fluctuate between the extremes, with heady highs one minute and frightening lows the next. In contrast, Instagram is one of the most stable social networks in terms of content performance. Companies should carefully analyse each platform and campaign goals before leveraging influencer partnerships and social media marketing.

Apart from influencer marketing and organic content, marketers should continue investing in paid channels to maintain social engagement. It can also help marketers build a safety net around their social strategy.

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