Which Social Media Channels See the Most ROI? [New Data + Expert Tips]

As any seller knows, social media is an undeniably potent tool to reach new audiences and plug in with existing customers .
In fact, as of 2021, social media is nowadays the # 1 channel used by marketers .
But with all that Tweeting, Liking, Posting, and scroll, it can be difficult to know which platforms give you the most bang for your buck .
certain, it ‘s crucial to ensure your post interacts on whichever platforms are most popular with your hearing, but it ‘s evenly critical you take the clock time to determine which platforms provide the best return on invested capital for your clientele. This information can help you determine where to invest in pay advertise, vitamin a well as which channels you should use for contribute generation.

however, social media custom can shift overnight. The platforms that provided marketers with the highest return on invested capital five years ago probably do n’t deliver the lapp results anymore. That ‘s why we conducted inquiry to find out where marketers saw the highest return on invested capital in 2021 .
here, we ‘ll explore which channels provided marketers with the highest return on invested capital in 2021. We besides reached out to experts at Talkwalker, Socialinsider, Casted, Brandfolder, LiveChat, Sprout Social, MarketingLabs, and HubSpot to determine how marketers can leverage certain tactics within those channels to increase engagement and drive sales. Let ‘s honkytonk in .
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Which social media channels have the best ROI?

the social channels marketers see highest ROI from in 2021
According to HubSpot ‘s 2021 State of Marketing report, Facebook is the social media channel that provides marketers with the highest return on invested capital .
Over 40 % of marketers cited Facebook as the most effective groove for their businesses, followed by the roughly 30 % who saw the highest return on invested capital from Instagram, which is another Facebook-owned social platform .
By comparison, the other social channels in the list — including LinkedIn, YouTube, Twitter, and Snapchat — all ranked much lower, with less than 10 % citing each platform as the best channel for ROI .
Let ‘s dive into each of these platforms to uncover why the top 3 social media sites perform better than others when it comes to ROI — and how you can leverage them .

1. Facebook

With roughly 2.8 billion monthly active users as of 2021, Facebook has an undeniably impressive pass. It besides offers ad opportunities to more than 200 million businesses, making it one of the most popular advertising platforms .
With Facebook, marketers can advertise on a drug user ‘s News Feed, via Messenger or video, and more. Marketers can besides leverage Facebook Lead Ads to encourage Facebook users to fill out a lead generation form without leaving the social chopine .
One of the major benefits of Facebook ‘s advertise tools is its division abilities. You can target your ads towards certain audiences depending on interests, demographics, behaviors, or even connection to your commercial enterprise — like whether they ‘ve attended one of your events, or have friends who ‘ve liked your business foliate. These targeting capabilities can help your business compass users who are most likely to purchase your product or service .
Nicole Ondracek, HubSpot ‘s Paid Advertising Marketing Manager, agrees that Facebook is an fabulously viable channel. She told me, “ At HubSpot, Facebook is a valuable groove for us in driving restitution on ad spend. A main reason why is that we can provide our content to a relevant audience using Facebook ‘s audience target features. For exemplify, Facebook ‘s lookalike audiences allow us to go after people who look like our current customers. ”

“ Facebook ‘s algorithm is great at finding alike audiences who are probable to convert, which is why we see a positive return on investment going after these types of audiences. ”

Take a attend at HubSpot ‘s How to Run Facebook Ads : A Step-by-Step Guide to Advertising on Facebook to learn how to set up your own Facebook ads .

2. Instagram

With over one billion Instagram users, it ‘s unsurprising that Instagram is second in this list when it comes to ROI. Instagram offers marketers the ability to increase achieve, engagement, and sales through a diverseness of methods, including Instagram Shoppable ads, Stories, branded content, Reels, and more .
The chopine has proven a feasible strategy for businesses. In fact, 90 % of users follow a business on Instagram, and 50 % of users are more matter to in a brand after seeing ads for it on Instagram .
so … why does n’t it surpass Facebook for generating ROI ?
Most likely, Instagram falls abruptly of producing firm ROI due to its more intangible metrics — such as brand awareness, reputation, commitment, and consumer battle .
For case, an Instagram exploiter might never click on one of your business ‘ ads directly from the platform. rather, possibly the ad simply increases a user ‘s awareness of your brand. Down the road, possibly they click on your web site after seeing a Google ad. Certain metrics are difficult to attribute to Instagram, but that does n’t mean it is n’t a well idea for your business .

3. LinkedIn

Despite merely approximately 10 % of marketers rat LinkedIn as their circus tent transmit for ROI, LinkedIn is an fabulously effective distribution channel for go generation and foster. Over 750 million professionals use LinkedIn for network, career promotion, and more .
The platform offers a kind of tools designed to increase your business ‘ ROI, including Sponsored Content, Sponsored Messaging, Text or Video ads, and more .
To succeed on the platform, you ‘ll want to create valuable contentedness that resonates with your LinkedIn audience. Conduct research to determine which types of content perform best on LinkedIn — and which subject will perform best with your prey hearing — to ensure you ‘re hitting the sign here .
additionally, try running experiments when you start using LinkedIn ‘s advertise tools. For case, Cellular IoT Connectivity ship’s company Aeris set up an ad plan and tracker to determine which targeting combinations worked best for the brand, which failed, and which generated the highest-quality leads. As noted in this post, “ It took rounds of testing and optimization to get to [ the brand ‘s ] 25 % submission rates. ”
now that we ‘ve explored a few of 2021 ‘s most popular social channels, let ‘s explore the strategies and best practices you can implement to increase your ROI across platforms, according to experts .

Which social media tactics or strategies have the best ROI? 

1. Conducting extensive research to understand your consultation .

first and foremost, it ‘s critical you understand your audience before creating any sociable media campaign. If you do n’t do your research, you risk spending time, money, and resources on the improper channels — and missing out on more profitable connections elsewhere .
As Dan Seavers, Content Marketing Manager at Talkwalker, told me, “ No count the social media channel, the best way to increase your ROI is by improving your consumer intelligence. Get to know your customers better than your class, and understand what they ‘re saying about your products, and where they ‘re discussing them. ”
“ That way, when you launch a campaign, you ‘ll be hyper-relevant. not a jarring ad that interrupts a customer ‘s life, but a seasonably, well-targeted feel that people will engage with immediately. ”
Dan Seaver's strategy for increasing ROI on his company's social channels

2. Creating more video content — and testing out vertical videos .

People love video recording – and yet, it seems most brands rely on images when advertising their products or services, and that ‘s a mistake .
Adina Jipa, co-founder of Socialinsider, told me, “ The most underused sociable media post is video subject, which boosts engagement across all sociable media platforms. ”

“ Facebook wants to become a video-first platform and favors pages with video content, but for most brands, it is [ primarily ] a photo-sharing chopine. ”

Jipa adds, “ A recent study about Facebook video scheme shows that only roughly 15 % of the message [ on Facebook ] is video, while photos represent 38.58 %. ”
To stand out and increase ROI, consider how you might incorporate video into your social media efforts .
additionally, consider testing out different types of video recording formats across your channels. For example, Facebook offers brands the opportunity to create vertical television ads for the mobile-friendly drug user.

As Jipa points out, “ you can use vertical videos on ads to get more clicks. According to this poll, about 69 % of marketers say video ads outperform trope and plain text ads on Facebook. 81 % of Facebook users only access the platform via mobile devices, so using the upright video format allows you to get more visibility and increase the chances of getting more clicks. Facebook television ads can increase the CTR by 2-3X. ”

3. Re-using subject across channels .

Most social teams create content in silo. possibly they tell one message via an Instagram post, and then create wholly different materials for a YouTube video recording or Tweet .
This undoubtedly requires a batch of time, attempt, and resources — which can become frustrating when you do n’t see the ROI you need from these channels .
“ Far besides frequently, content is created for one-and-done campaigns or promotions, ” Casted ‘s CEO and Co-founder Lindsay Tjepkema says. “ This means marketers are working harder and harder to constantly produce more and more, so far ROI and ROE ( return on attempt ) results are disappoint — and social is no exception. ”
She continues, “ To change this, we must stop creating content for subject ‘s sake and start focusing rather on creating content that educates, entertains, and delights and can be broken down and amplified across all other channels — like sociable — not just once, but many times over. When you focus on creating engaging content that can be used in multiple ways across channels, you ’ ll see improved ROI and ROE ( return on campaign ) across your campaigns — including your social activation. ”
To repurpose your content across channels, possibly you post snippets of a fully YouTube video on Facebook or Instagram. alternatively, possibly you take textbook from a blog position and re-post on your channels to add value from your existing contented, repurpose user-generated capacity across channels .
There are countless ways to refresh and re-use content to appeal to new audiences in unique ways without exhausting your social team .

4. Setting clear goals and devising a social scheme that works for your trade name .

It ‘s unmanageable to achieve results on social without taking the prison term to set authorize goals for your team, and ensuring you ‘ve all discussed an appropriate scheme to get you there .
As Brandfolder ‘s Senior Digital Marketing Manager Amanda Turcotte told me, “ In arrange to achieve a return on your social media investment, you must have clear goals set before any tactical plan takes place. diverse social media tactics can be applied differently to each of the platforms, meaning they ‘ll produce different outcomes. indeed your goals need to be determined up battlefront to ensure they ‘re aligned with your social scheme. ”
brandfolders tips on improving social media roi
once you ‘ve determined your sociable goals, you ‘ll want to create a consistent post scheme so your consultation knows when, and how much, they can expect contented from your trade name. To make this easier, try using a social post creature like HubSpot ‘s Social Inbox Tool or Later .

Turcotte told me, “ In order to move your team from strategy to action and keep everyone on the lapp page, it ‘s crucial to develop a regular post plan that documents your access across each transmit, located where all team members have access. “

Agnieszka Jaśkiewicz, Head of Social Media & Community at LiveChat, agrees that creating a strategy and using tools to support your team ‘s goals is critical for finding success on social channels .
As she puts it, “ The greatest area of ‘untapped likely ‘ for most brands comes in the phase of streamlining creative workflows to support the bulk needed for quality social activity. Digital workspaces that admit creatives and marketers to collaborate from a cardinal placement to stage, revise, and produce content limits back-and-forth communication and unnecessary steps in production. ”
additionally, Jaśkiewicz says, “ Digital templates for creative assets — set to the specifications of the arrangement ‘s core social media platforms — can besides add agility to social media managers ‘ ability to publish, allowing teams to be more timely and cursorily act on fresh opportunities. ”

5. Allow your users to purchase your products or services on social media platforms .

Over the past few years we ‘ve seen get up to a new tendency : social department of commerce .
In essence, social commerce is the ability to purchase from a mark within a sociable chopine without leaving the web site. Examples include shoppable ads and chatbot checkout .
Rachael Samuels, Senior Manager of Social Media at Sprout Social, told me she sees social department of commerce as a great opportunity to increase ROI on sociable channels .
Samuels says, “ social media has promptly become a primary communication distribution channel for brands and consumers alike. As a leave, marketers must seek newfangled ways to engage with audiences while keeping other goals, such as lead generation, lead of judgment. ”

“ One way we ‘re seeing this unfold is through offerings like social department of commerce, which not merely provide more seamless buy experiences for customers, but equip marketers with the ability to show calculate attribution and ROI as a result of their efforts. ”

Samuels adds, “ To maintain this momentum, marketers should ensure their technical school push-down storage enables them to integrate their CRM and social management tools so they can easily surface social insights with their broader sales and defend teams. ”

6. Use UTM tags for tracking .

One reason you might not be seeing the ROI you ‘re hoping for ? possibly you ‘re fair not tracking by rights .
As Matt Janaway, CEO of MarketingLabs, told me : “ Tracking is immediately more authoritative than ever thanks to the complications of io privacy improvements, sol to truly yield the best return on invested capital, you have to make sure you are using UTM tags on all links. This way, you can correctly track the performance of your campaigns in Analytics. ”
Janaway adds, “ This should give you the data you need to make decisions that can drive more employment and ROI. ”

7. Encouraging your employees to become trade name ambassadors .

One area of major untapped electric potential ? Your employees .
As Casted ‘s Tjepkema tells me, “ Employee activation is a huge and by and large untapped resource for brands. As consumers, we ‘re far more drive to engage with user-generated capacity, however then many brands spend besides much time and money trying to only push content from their own sword rather of enabling their employees ( and partners, brand fans, etc. ) to amplify their content. ”
strategy for increasing social media ROI according to Casted's Tjepkema
“Rally your employees around the content you’re creating and encourage them to share it with captions that show their unique and personal perspectives. This is a great way to help each member of your team build their personal brand, while also amplifying your content to audiences in a more authentic way.”
“ call up your employees around the content you ‘re creating and encourage them to plowshare it with captions that show their unique and personal perspectives. This is a great way to help each penis of your team build their personal stigmatize, while besides amplifying your content to audiences in a more authentic way. ” LiveChat ‘s Jaśkiewicz agrees with this notion, saying, “ [ You should ] give employee advocacy a bigger seat at the table in your social media strategy, particularly when it comes to LinkedIn. It takes some time and campaign to provide people with the cognition and imply the ‘brand ambassadors ‘ mentality in the arrangement — however, employee betrothal is a cost-efficient way to increase your reach organically. ”
HubSpot, for exemplify, created # HubSpotEmployeeTakeover on its HubSpot Life Instagram account. The campaign helps show audiences the faces behind the brand, and creates a sense of community and authenticity that you would n’t find with stigmatize contentedness alone .
Instagrams employee takeover
Increasing ROI across your social channels wo n’t happen nightlong — but by applying these strategies and remaining dedicated to iterating on your scheme as you collect audience insights over time, you ‘ll surely begin to see stronger results from your social efforts .
felicitous poster !

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