Social platforms remain a rapidly evolving space where emerging advertising best practices collide with platforms’ proliferation and generationally varied social media usage. Unsurprisingly, even best-in-class marketers are grappling with how to right-size their social investments to achieve a broader multichannel objective.
Gartner L2 benchmarked brands based on their social media content strategies. This includes adoption of social video formats (Awareness) versus their commerce and customer service feature integration (Purchase), which features shoppable content. Brands were then plotted on a two-dimensional grid into one of four distinct quadrants: Leaders, Awareness Drivers, Purchase-Oriented and Laggards.
Leaders (6%) are skilled at both maintaining user interest in their social media content through cohesive messaging and experimenting with new commerce-focused features. These brands make their social media presence a one-stop shop where users can enjoy content, peruse products through direct links to e-commerce sites, and raise inquiries to customer service lines. Specialty retail and beauty brands dominate here, including long-standing social media mavens such as Ulta and newer digitally-adept brands like Fenty Beauty.
Awareness Drivers (22%) brands focus on creating engaging content that resonates with users and reinforces social messaging through tactics like partnering with a roster of influencers with varying follower sizes. Brands in this category are intent on enhancing brand image through social media and devote less focus on commerce- or customer service-oriented features. These brands capitalize on new features, such as IGTV, and consistently post on popular ones like Instagram Stories. Auto, activewear and fashion brands dominate this archetype.
To read about the remaining categories and see how your specific brand scored, view the interactive here.