Did you know the technical term for a hashtag is an octothorpe? That’s exactly the kind of nerdy content that goes over well on LinkedIn, the world’s largest social media platform for professionals. (Professional nerdsss.)
Over 830 million users search and apply for jobs, join groups, and share business news on LinkedIn. Connection is the core purpose of LinkedIn, whether you’re building your personal network or marketing your business. Adding relevant hashtags to your LinkedIn posts helps people find you and drives those connections.
But which hashtags do you use? How many per post? How else can you use hashtags, besides in content, to find fellow professional peeps?
Go from #clueless to #confident with this complete guide to using LinkedIn hashtags, including the top tags to use in 2022.
Bonus: Download a free guide that shows the 11 tactics Hootsuite’s social media team used to grow their LinkedIn audience from 0 to 278,000 followers.
LinkedIn hashtags are any combination of letters or numbers, without spaces, that follow the # symbol.
For example, #thisisahashtag and #ThisIsAHashtag. (Functionally, it’s the same hashtag in either format, but I cover why you should capitalize each word later on.)
How do LinkedIn hashtags work? They act as labels for your content and bring in more views, clicks, and connections. Clicking on a hashtag brings up all posts on LinkedIn sharing that tag. Users can also search for a hashtag in LinkedIn’s search bar.
Popular hashtags change frequently and most are industry-specific, but here are the top LinkedIn hashtags by follower count in 2022.
- #India – 67.6 million
- #Innovation – 38.8 million
- #Management – 36 million
- #HumanResources – 33.2 million
- #DigitalMarketing – 27.4 million
- #Technology – 26.4 million
- #Creativity – 25.2 million
- #Future – 24.6 million
- #Futurism – 23.5 million
- #Entrepreneurship – 22.7 million
- #Careers – 22.5 million
- #Markets – 22.2 million
- #Startups – 21.2 million
- #Marketing – 20.3 million
- #SocialMedia – 19.7 million
- #VentureCapital – 19.3 million
- #SocialNetworking – 19 million
- #LeanStartups – 19 million
- #Economy – 18.7 million
- #Economics – 18 million
LinkedIn hashtags can help you:
- Find and connect with people in your industry.
- Expand your organic reach and—fingers crossed—go viral.
- Build a community around your organization (like #HootsuiteLife).
- Promote your events or products.
Getting eyeballs on your content is half the battle for social media marketers. Hashtags help you do that. But it’s not all they do.
Most people are on LinkedIn to connect with peers or hunt for their next job (or both). LinkedIn hashtags are the best way to put up your bat signal and get noticed for your content, whether your goal is to build a personal network, gain followers for your company page, or recruit talent.
Creating posts with trending hashtags on LinkedIn is a good idea because it can earn you a ton of views if your content goes viral. However, be careful jumping on trends. Ensure it fits your brand and content strategy and makes sense for you to post. If not, skip it and wait for a popular trend that suits your brand.
Better yet, stay ahead of the trends with our free Social Trends 2022 report. Create winning content right now and know where social media is going over the next few years.
Research your audience
Find out what your audience wants by following hashtags about topics they’re interested in. Which hashtags are they using? Which hashtags are your competitors using?
Following hashtags is an easy, and free, way to get first-hand knowledge about your target audience and keep your competitive research up-to-date.
I cover how to do this later on, but also check out our LinkedIn analytics guide for more audience research tips.
How to create a hashtag on LinkedIn
There are two types of “hashtaggable” content you can publish on LinkedIn:
- A post, which can be text, or have photos, video, a document, or other media attached.
- An article, meant for long-form pieces and functions as a sort of mini-blog. These are most often used on personal profiles for thought leadership pieces.
You can also start a newsletter or publish an audio event, but this article focuses on using hashtags to get more views on your posts and articles.
Add a hashtag to a LinkedIn post
Click Start a post at the top of LinkedIn’s homepage and type your post, then click Add hashtag in LinkedIn’s post editor. It simply places a # in your post, so you could also type # by yourself which is way faster…
As you type your hashtag, LinkedIn will suggest some popular options for you.
There’s an even easier way than this, though: Scheduling your LinkedIn posts, and all your other social content, with Hootsuite. Write individual posts or use bulk scheduling to schedule weeks’ worth of posts in minutes. Plus, always know when your best time to post is with powerful analytics and growth tools.
Watch this 2 minute video to find out how you can save hours every week:
Add a hashtag to a LinkedIn article
From the homepage, click Write article. You can write hashtags in your article as text and once you publish it, they’ll turn into clickable hashtags.
Add hashtags to your LinkedIn company page
Adding hashtags to your page helps categorize you so the algorithm will show your content to LinkedIn users who follow and search for those hashtags.
On your company page, click on Hashtags.
Choose up to 3 that represent what you do and what you post about, keeping in mind to choose hashtags your target audience is searching for, too.
Brand new page or been a while since you’ve updated it? Check out more quick ways to optimize your LinkedIn company page.
Add hashtags to your personal LinkedIn profile
To add hashtags to your personal profile, you first need to turn on LinkedIn’s Creator mode. Go to your profile and scroll down to the Resources section, located under the headline and analytics sections. Click on Creator mode.
Turn Creator mode on, then you’ll be able to add up to 5 hashtags (as well as have access to LinkedIn Live posts, audio events, and the newsletters feature).
It’s a quick thing to do and can make a difference for building your network. On the My Network page, LinkedIn recommends posts, people, groups, and more to you based on your activity and hashtags you follow.
This is where these tags come in—showing you as a recommendation to other users for the hashtags you’ve picked (shown as “Talks about ____”). While this isn’t a growth strategy on its own, it can consistently bring in new connections.
When you follow LinkedIn hashtags, your homepage feed will show you more posts containing and relating to those topics. You also get quick access to your tags in the left sidebar, so you can quickly see what’s new on LinkedIn.
Clicking a hashtag brings up all the LinkedIn content that also uses that tag. Or, you can search for a hashtag in the search bar, then click on the Posts tab.
Click on a hashtag, then click the Follow button. Voila—now you’ll see new posts using that tag in your feed and it’ll appear in your followed hashtags list.
Yes, using the right LinkedIn hashtags helps you get views. But it can also help you build connections.
Everyone should follow at least a few hashtags on LinkedIn, relevant to your industry. Make a habit of scrolling through posts and leaving insightful comments on 3 of them at least once a week. Not trying to sell anything or promote yourself—just offer a thoughtful opinion or helpful advice.
For company pages, do the same thing, although try to focus on customers or experts talking about big topics in your industry. Take a stand on a poll or debate, leave a comment, or thank someone for sharing a product review.
Make it a goal to use hashtags to create 3 proactive connections per week as part of your LinkedIn marketing strategy.
Capitalize each word
For hashtags consisting of multiple words, it’s best to capitalize the first letter of each word. So instead of writing #socialforgood, write #SocialForGood.
Capitalization makes it easier to read for everyone, but most importantly, it’s more accessible. Blind and visually impaired people use screen readers to read web content out loud. When it comes to hashtags, screen readers rely on capitalization to identify each word in the hashtag and read it aloud accurately.
Place hashtags at the end of your post
Don’t bury your lede, bury your hashtags. Depending on the length of your post, LinkedIn only shows a line or two of it in users’ home feeds.
Where you put hashtags in posts doesn’t influence the algorithm, so placing them at the top won’t make it appear more often. In fact, it would probably hurt your reach since you should be trying to capture attention with your main point right away.
Use both general and niche hashtags in each post
LinkedIn recommends using only 3 hashtags per post, but there isn’t a limit. If you add 10, your post will still show up for all 10 hashtags. LinkedIn’s recommendation is probably based more on aesthetics and not wanting people to jam 100 hashtags into each post, cluttering up users’ home feeds.
So while you don’t need to feel limited to 3, don’t overdo it and look spammy, either.
For each post, choose 1 or 2 general hashtags and 1 or 2 very specific hashtags. Why? This gives you the best chance of the right audience seeing your post: Those interested in your overall topic, and those who share your unique viewpoint or specific interest within that topic.
Here’s what that looks like.
This post below is for a specific audience: Social media managers. And, even more specifically, ones who are looking to save time or be more productive.
Knowing that, I can easily choose a few general hashtags I know social media managers follow, such as #SocialMediaMarketing and #SocialMedia. But how do I target my fellow nerdy lil’ productivity hackers out there?
Enter: LinkedIn’s search tab. For this, I want to find a hashtag about productivity with a decent number of followers.
Typing in #productivity brings up the most popular tags. Unfortunately, there’s no easy way to see all those hashtags ranked by popularity within LinkedIn—but check the end of this article for 2022’s top tags and recommended tools to make this easier.
After clicking on a few hashtags I think are a good fit, I compare how many followers each one has.
You don’t always need to choose the one with the most followers. In fact, that may not be specific enough. Here, #productivity has over 8 million followers. For my post, that’s a general hashtag and not specific to who I want to target (social media managers).
Even though #SocialMediaManager only has 8,500 followers, it’s a much more targeted hashtag to reach that audience. For this post, it makes sense.
Of course, you could always be a rebel and use both #SocialMediaManager and #Productivity if you’re feelin’ spicy.
Schedule your LinkedIn posts, manage your page, find hashtags, and engage with your audience from one dashboard, right alongside all your other accounts across social networks. Do it all and measure it all with Hootsuite’s powerful planning and analytics tools. Try it free today.
YouTube Shorts Monetization Guide [How Much Can You Make?]
Just like all the other social platforms, YouTube has been leaning hard into short-form video content, with a Shorts tab on the main menu and a prominent Shorts feature on the watch page. So, it’s no surprise that YouTube Shorts reached two billion monthly logged-in users as of July 2023.
In this post, we talk specifically about YouTube Shorts monetization, a.k.a. how to make money from your YouTube Shorts. If you’re looking for a more general primer on this format, check out our blog post on how to make YouTube Shorts.
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Can you monetize YouTube Shorts?
It’s been possible to monetize regular long-form YouTube videos for more than 15 years now. In that time, creators, artists, and media companies have earned more than $50 billion from their YouTube content.
But Shorts are a much newer format, and they weren’t originally part of the YouTube Partner Program (YPP). Fortunately for all those who found themselves wondering, “When will YouTube Shorts be monetized?,” the platform announced YouTube Shorts monetization options in late 2022. Since then, creators who focus on YouTube’s short video format have been able to earn money from their work.
How does YouTube Shorts monetization work?
YouTube Shorts monetization is, well, a little complicated. The sources of monetization are:
- YouTube Shorts ad revenue sharing
- YouTube Premium subscription revenue sharing for Shorts
- YouTube Shopping
- YouTube fan funding
YouTube first launched Shorts monetization through the YouTube Shorts fund in 2021. It was a $100 million fund intended to encourage the adoption of the new format by rewarding Shorts creators who made the most engaging content. It was always meant to be a stopgap measure while YouTube worked on a long-term model for monetizing Shorts. This fund was discontinued when the Shorts ad revenue sharing model launched in February 2023.
YouTube Shorts ad revenue sharing
In this method of seeing your YouTube Shorts monetized, you get a share of the revenue generated from ads between videos in the Shorts feed. Your share is based on a four-step formula.
Source: YouTube Help
- YouTube adds together all the revenue from ads shown between videos in the Shorts feed.
- YouTube calculates how much of the revenue associated with Shorts is needed to cover music licensing for tracks used in Shorts. That money is paid directly to music partners. The rest of the ad revenue goes into the Creator Pool
- YouTube allocates a percentage of the total Creator Pool to each monetizing creator based on their share of total views in each country.
- YouTube applies the revenue share formula: They take 55% of the allocated revenue and you get 45%.
YouTube Premium subscription revenue sharing for Shorts
Like ad revenue sharing, this method of seeing your YouTube Shorts monetized allocates payments based on your share of views within your country. In this case, the formula only applies to subscription Shorts views.
Here’s how YouTube describes the formula:
“YouTube will pay 45% of the net revenue from YouTube Premium that is allocated to monetizing creators for Shorts. A portion of YouTube Premium revenues are allocated to help cover costs of music licensing.”
You can see your estimated daily Shorts Feed ad revenue in YouTube Analytics.
YouTube Shopping features
In addition to revenue sharing from ads and Premium subscriptions, you can monetize your YouTube Shorts using YouTube Shopping to promote your products.
If your Short features products, you can tag them during the upload flow. A product overlay will then show on your content, which allows users to browse and purchase your products without leaving YouTube while continuing to watch your Short.
YouTube Fan Funding
Once you turn on YouTube monetization, you’re eligible for all YouTube fan funding options, including:
- Super Thanks
- Super Chat
- Super Stickers, and
- Channel Memberships
The most relevant to creators focused on YouTube Shorts are Super Thanks and Channel Memberships.
Formerly known as Viewer Applause, Super Thanks is a way for your biggest fans to show appreciation for your content. Through Super Thanks, a viewer purchases a one-time animation that only they see over the top of your Short. They also get to post a customizable and colorful comment in the comments section of the Short.
Super Thanks is available at four price points, ranging from $2 to $50. You get 70% of the Super Thanks revenue after taxes and fees.
Source: YouTube Official Blog
Meanwhile, channel memberships is a fan funding program that allows you to reward paid members with perks like badges, emojis, exclusive content, and live streams.
You can set your membership tiers as low as $0.99 and as high as $499. You can have up to five tiers with different monthly price points and perks. Creators keep 70% of that amount, while YouTube takes a 30% commission.
Who is eligible for YouTube Shorts monetization?
To be eligible for full YouTube Shorts monetization, you need to have a minimum of 1,000 subscribers. You also need to have either 10 million valid public Shorts views in the last 90 days or 4,000 valid public watch hours of long-form videos in the last 12 months.
Public watch hours from Shorts in the Shorts Feed don’t count towards the watch hour threshold, so the Shorts views requirement is the better target if you focus primarily on Shorts.
Source: YouTube Help
Can you monetize YouTube Shorts before you hit these thresholds? Yes, but in a limited way. In June 2023, YouTube launched an expanded program to allow newer creators and those with a smaller following to monetize through YouTube Shopping and fan funding.
However, you will not have access to Shorts ad revenue sharing or YouTube Premium subscription revenue sharing.
To apply for this expanded program, you need to have 500 subscribers. You also need three valid public uploads in the last 90 days and three million valid public Shorts views in the last 90 days. (Or 3,000 valid public watch hours of long-form videos in the past year.)
Source: YouTube Help
For both programs, you must also:
- Understand and comply with the YouTube Channel Monetization policies.
- Live in a region where the program is available. (The expanded program is for now only available in these countries.)
- Ensure your channel doesn’t have any active Community Guidelines Strikes.
- Turn on 2-step verification for your Google account.
- Have access to advanced features on YouTube based on your channel history or by verifying your identity (not applicable for the expanded program).
- Have an active AdSense account.
You can log into YouTube Studio at any time to see how close you are to eligibility, and request notification when you’re eligible.
Source: YouTube Studio
How to start monetizing YouTube Shorts
Here’s how to become part of the YouTube Partner Program and start monetizing your YouTube Shorts.
- Sign in to YouTube.
- Click your profile picture in the top right and then click YouTube Studio.
- Click Earn in the left menu.
- If you’re eligible, you’ll see an Apply button. Go ahead and click it. If you’re not yet eligible, click the Get Notified button to come back and finish the process once you meet the requirements.
- Click Start to review and Accept the Base terms.
- Link your existing AdSense account, or click Start to set up a new one if you need to.
- Wait for YouTube to review your application. (This usually takes about a month, so be patient.)
- Once you are approved, go back to the Earn section of YouTube Studio and accept the Shorts Monetization Module.
Note: These are the instructions for applying from your computer. The specific instructions are slightly different for Android and iOS, but in both cases, you start by opening the YouTube Studio app and tapping Earn in the bottom menu.
To start monetizing with Super Thanks fan funding, go to the Earn tab in YouTube Studio and click Supers. Click Get Started and follow the prompts.
For Channel Memberships, go to the Earn tab, then click Memberships and Get Started.
How much can you earn through YouTube Shorts monetization?
Unfortunately, the earnings from YouTube Shorts are – at least so far – not spectacular. The consensus among YouTube Shorts creators is that revenue per thousand views (RPM) is coming in around $0.05 to $0.07. That’s about $50 to $70 for a million views.
For those of you curious about YouTube Shorts monetization updates, here is Feb2-Feb 8th earnings from approx 35 Million views. pic.twitter.com/kMyjW6KB0b
— Zach King (@zachking) February 10, 2023
YouTube Shopping revenue will depend entirely on how well you promote your products and the price point of those products. Keep an eye on Revenue in your YouTube Analytics to see how much you earn through your YouTube Shopping tags in Shorts.
Likewise, Super Thanks will depend on how much your fans value your content, and how close a connection you form with them. Super Thanks is, after all, like a digital tip.
So: Are YouTube Shorts monetized? Yes. But, the earnings are not going to replace what a creator would typically earn from long-form YouTube videos.
However, as you’ll see below, the YouTube Shorts monetization features are not the only way to earn money with your short-form content on YouTube.
4 other ways to make money with YouTube Shorts
1. Join an affiliate program
There are two ways to make money on YouTube Shorts with an affiliate program, depending on how big your channel is and where you live
YouTube Shopping Affiliate Program
If you have more than 20,000 subscribers and are based in the United States, you may be eligible for the official YouTube Shopping Affiliate Program. This program allows you to use YouTube Shopping to promote products from other brands in your Shorts and earn a commission.
Just like regular YouTube Shopping, you can tag the products directly in your content and use a call to action to let viewers know where to shop. You can also request product samples from select brands to help you plan and develop future YouTube Shorts.
External affiliate programs
You can also use YouTube Shorts to promote affiliate programs that you join directly. There’s no set number of subscribers for this, or any required amount of watch time.
You simply find an affiliate program that relates to products you mention in your Shorts, and then earn an affiliate commission for sales you refer to that retailer. In this case, you get paid by the retailer that runs the affiliate program (or their affiliate network), rather than by YouTube itself. So how do you actually direct viewers to your affiliate link?
This YouTube creator uses a pinned comment on his Shorts to direct viewers to his profile for links to specific products. Think of it as the YouTube Shorts equivalent to an Instagram link in bio.
He is promoting products using the Amazon Associates program. Since this is one of the largest affiliate programs out there, we’ve got a whole blog post on everything you need to know about Amazon Associates.
Shorts that include affiliate content must follow Google’s Ad Policies and Community Guidelines. You also need to disclose that there is paid promotion in the Short. During the upload workflow, tap Yes, it includes paid promotion, then tap Yes.
Your Short will then show a label to let viewers know that the video includes paid promotion.
If you’re interested in this approach to YouTube Shorts monetization, check out our post on how to use affiliate marketing.
2. Work with brands
Rather than applying for affiliate programs, you can reach out to brands to work with them directly. If you have a large enough following, brands may even start to reach out to you.
Working with a brand as a YouTube Shorts influencer could mean anything from free products to getting paid a fee to create and post brand-specific content.
As with affiliate marketing in YouTube Shorts, you need to disclose the brand relationship using the paid promotion disclosure option in the upload workflow.
If you were an artist living in Renaissance Europe, you’d likely have a patron to fund your work. Patreon brings this concept into modern times by allowing content creators to monetize their content through paid subscriptions.
Video is the top content format on Patreon, so it’s a good fit for monetizing YouTube Shorts. You could use Shorts to share an excerpt of a deep-dive video and let viewers know the full story is available through one of your Patreon membership tiers.
Or, you could use the Community tab on Patreon to chat with your patrons and develop a community.
So, what’s the advantage of using Patreon over YouTube channel memberships? First off, you can create a Patreon with no minimum subscriber or watchtime threshold.
Beyond that, you’ll need to explore each program to see which makes more sense for your specific situation and the perks you want to provide.
For more ideas, check out our full blog post on how to earn money with Patreon.
4. Use Shorts to grow viewership for long-form videos
While this is not strictly speaking a direct form of YouTube Shorts monetization, it’s an important thing to think about when calculating ROI for your YouTube Shorts.
Sure, the YouTube Partner Program payouts for YouTube Shorts are not spectacular. But, especially for new YouTube creators, Shorts can be the one of fastest ways to build your audience. You can then create and monetize regular long-form YouTube videos, which earn ad revenue at a much higher RPM.
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5 B2B Social Media Marketing Tactics That Actually Work
B2B social media marketing can be an effective way for brands to build awareness, strengthen relationships, and close sales. But B2B social marketers face unique challenges when it comes to tone and content mix.
So, how do you use social tools to bring in (and keep) followers, create engagement, build brand awareness, and fill your funnel? Read on for all the tips you need to build an effective B2B social media strategy.
Bonus: Get a free social media strategy template to quickly and easily plan your own strategy. Also use it to track results and present the plan to your boss, teammates, and clients.
B2B social media marketing is the use of social channels to market products or services to business clients and prospects. (B2B stands for business-to-business, as opposed to business-to-consumer or B2C.)
Marketers at B2C companies use social channels to reach consumers and influence purchases. Effective B2B marketing requires a different approach. B2B marketers have to think more strategically to reach business owners and decision-makers. They then nurture relationships that can lead to large purchase agreements.
All social channels can have a place in B2B marketing. But the balance and type of content will look different for a B2B social media strategy than for a consumer-focused plan.
B2B social media success begins with a sound B2B social media strategy. Here’s how to build one for your brand.
1. Align goals with business objectives
Just like a good B2C strategy, every B2B social media plan should answer the following two questions:
- What are the company’s business objectives?
- How will B2B social media marketing help achieve them?
But the similarities mostly end here. B2B and B2C social media marketers use social platforms for different purposes. B2C social media campaigns drive sales, while B2B social is more “top of funnel.” Social media goals for B2B marketers should likely focus on longer-term business objectives.
In fact, the top 3 overall goals for B2B companies are:
- Create brand awareness
- Build trust and credibility
- Educate audiences
Generating sales or revenue comes in at number 8.
Those top three goals all contribute to social media B2B lead generation. Successful B2B marketers also use content marketing to nurture subscribers, audiences, or leads.
Our blog post on goal-setting can help you establish the right goals and objectives for your B2B social media plan.
Don’t forget to include internal objectives and goals within your plan. According to research published in the Journal of Business Logistics, social media can help account managers increase both product and competitor knowledge.
2. Know your audience
Your corporate structure probably caters to various client personas. Or, at least, different client categories.
For instance, a design firm might work for commercial, public, and residential customers. It likely has team members or verticals that specialize in each category.
Your B2B social media marketing strategy should do the same. Focus on building fleshed-out buyer personas of your ideal customers. These will allow you to create social media content that speaks to real people.
Understanding your audience also means understanding which social channels they use. As a general rule, you should be where your customers are. Not sure where that might be? Start with the overall social media demographics. Then, dive into some audience research.
Source: Content Marketing Institute
For paid social media posts, the picture for B2B social media platforms is similar but not identical. LinkedIn again comes out on top (78%). But Instagram outranks YouTube and Twitter (a.k.a. X) is down at the bottom of the pack.
Source: Content Marketing Institute
Separate channels may also be relevant for different verticals, products, and markets. Depending on the industry and size of your business, you might want to consider:
- a news channel
- a careers channel
- a customer service account
Or any other account that speaks to a specific audience within your niche. Make sure you’re delivering the information your target audience wants in the right place and at the right time.
Keep in mind that B2B social marketing will likely become even more personalized in the future. Account-based marketing (ABM) will become the norm. In ABM, sales and marketing teams work together. They personalize outreach and marketing to decision-makers at target companies.
Social media is a prime tool for ABM. For instance, social listening allows you to keep tabs on your most important prospects.
3. Understand the competition
While you never want to copy the competition, it’s always useful to know what they’re up to. Understanding what the competition is doing helps you understand your own specific niche.
You can get an even better understanding of the competition by using social media listening to monitor their social media activities, so you can gain insights from their B2B social media examples. Such as:
- When and how often they post
- What kinds of voice and tone they use
- What kind of content gets the most engagement
- Specific customer pain points that may be unaddressed
You can use this information to guide your own social strategy. Especially before you have enough data to get meaningful insights from your own social posts. (More on that later.)
Want more details on competitor research? We’ve got a full blog post on how to conduct a competitor analysis on social media.
4. Create a content calendar and content library
Once you understand your customers and the competition, it’s time to think about what and when you will post on social media.
First, you need to plan your content calendar: What you will post on each of your social accounts and when. Deciding on the right content mix is an important part of this step, as no one will want to follow you if all you do is promote your products. We’ve got some content ideas for you later on in this post.
A social media management platform organizes your content calendar so you can create and schedule content in advance. And 76% of the most successful B2B businesses do so.
Hootsuite’s Composer allows you to schedule all of your social media channels from one screen. You have a holistic view of your content distribution. This advance planning gives you time to use the built-in content approval workflows. Composer also recommends the best time to post on each platform based on your past performance and selected goals.
Hootsuite’s content library is another important feature for B2B marketers. You can use the library to store pre-approved content and brand assets.
This protects your brand identity and reputation while making life easier for all members of the content creation team.
5. Analyze and refine
Almost all (87%) of the most successful B2B content marketers say they measure their content performance accurately. Compare that to only 19% of the least successful.
What metrics and data should you monitor? This depends on your business goals. You might focus on response time, impressions, engagement rate, conversions, sales, and more. The important thing is to set benchmarks and achievable goals.
Don’t ignore barometers like customer satisfaction ratings, qualitative reviews, and your Net Promoter Score. Look at reductions in recruitment and customer support costs as well. All of this contributes to return on investment.
Be realistic about what efforts you’ll have hard numbers for and which will be trickier to quantify. Remember, just because you can measure something doesn’t always mean you should. And just because you can’t measure something (easily) doesn’t mean it’s not worthwhile.
Your best ally in building out a performance measurement plan is a good social media analytics tool. Hootsuite Analytics gives you one-screen access to performance data from every social network, including easy-to-understand graphics and charts.
Speak to humans, not businesses
Remember that you’re not talking to brands – you’re talking to the people behind those brands. Likewise, they want to do business with the humans behind your brand.
In the LinkedIn B2B Thought Leadership Impact study, 64% of executives said they prefer “a more human, less formal tone of voice” over “an even-toned, intellectual voice.”
And you’re not just talking to CEOs and purchasing officers. Younger people will move up the ranks and be making purchasing decisions within a few years. It pays to nurture relationships with industry pros at all stages of their careers.
One simple way to break out of the boardroom with your content is to get your employees involved. Tell their stories. Highlight their accomplishments. Real people make your social media presence and brand voice appear more human and boost your recruiting efforts.
Tip: You can easily build a streamlined employee social program using Hootsuite Amplify.
Help your audience do their jobs
Think about ways you can make your followers’ (work) lives easier or more enjoyable. Provide content and resources that delight them in some way. Think how-to information, industry news, trends, tips, strategy, and so on.
Thought leadership is particularly important. 61% of decision-makers say thought leadership can be ”moderately or a lot more effective at demonstrating the potential value of its products/services compared to traditional product-oriented marketing.”
In content that does specifically promote your product, focus on how it will directly benefit the customer in real business terms. The latest Linked-in-Edelman B2B Thought Leadership Impact Report found that non-business-critical suppliers can best increase their chances of making a sale by:
- Proving they will increase a prospect’s profit margins or minimize losses
- Showing they can increase the likelihood of the prospect retaining customers and clients during a downturn
- Showing they can help the prospect outperform competitors
Use humor your followers will understand
B2B social media is about starting conversations and building relationships that lead to sales in the long term. That “long term” part is key, though. Followers aren’t going to stick around if your content doesn’t interest them.
So don’t let B2B’s reputation for boring content hold you back. Humor is an import tool in your content-creation toolbox. You just have to find the right tone.
What kind of humor speaks directly to your audience? Is there an inside joke that only industry pros will understand? A pun that will amuse your followers while highlighting your product benefits? Signal to your audience that you understand social media is primarily a platform for content that entertains and delights.
Respond to DMs and comments
If we were to highlight the most important component of a B2B social media strategy, this would probably be it. Anyone who comments on your content or sends you a DM is expressing interest in your brand. They’re practically raising their hands and shouting, “Hey! I’m a lead!”
That said, it’s easy for comments and DMs to get lost when you’re juggling multiple social platforms, each with its own inbox. A consolidated social media inbox like the one built into Hootsuite makes sure you never miss a thing.
Hootsuite Inbox also speeds up your response time by automatically routing messages through to the most appropriate person on your team. This ensures potential sales don’t get bogged down in the customer service queue.
Reduce response time (and your workload)
Manage all your messages stress-free with easy routing, saved replies, and friendly chatbots. Try Hootsuite’s Inbox today.
1. Share a free resource
A free resource like a white paper or report can be a valuable way to earn the trust of your B2B social media followers. But only if the report provides quality information backed up by reliable data and research – and offers real-world suggestions for how to incorporate that information into operations.
Two of the main qualities business leaders look for in thought leadership content are “robust research and strong supporting data” and “concrete guidance on how to respond to the issues or opportunities discussed.”
For example, here’s the primary and secondary data information for the Hootsuite 2023 Social Media Career Report:
And here are some of the ways Hootsuite shared the report on social media:
But how much asking is too much? 🤣
All kidding aside, this is why you must ask for the damn raise already! You deserve it for so many reasons.
— Hootsuite 🦉 (@hootsuite) September 19, 2023
2. Crack a joke
We talked about humor earlier in this post. Here’s where the rubber hits the road. From a tongue-in-cheek play on words, to a funny meme, to a straight-up dad joke, tickle your followers’ funny bones from time to time to keep them coming back for more.
The level of humor can vary with the platform, and should be based on audience research. For instance, you can likely skew a lot more silly on TikTok than on LinkedIn.
@artandsuchevan finds creativity in the tiniest and most unexpected places ✨
Keep a close eye on your analytics after posting anything outside the norm for your brand to see how your audience responds. If they love it, give them more. If the response is tepid or you see an unusual number of unfollows, rethink your strategy and try a different approach to humor.
3. Join a relevant conversation
We talked about social listening above in the context of competitor research. But it’s also a great way to find conversations relevant to your industry and your brand.
Simply add relevant hashtags and industry terms to your Hootsuite streams. When you find a relevant conversation, pop in with helpful information (never a hard sell). This is all about building relationships and creating brand awareness.
For example, when Patrick Mahomes was caught correcting an awkward grammar mistake on Twitter (shout out to the edit button!), both Grammarly and Merriam-Webster jumped in.
The edit deserves a touchdown.🏈
— Grammarly (@Grammarly) September 12, 2023
Proud of this edit.
— Merriam-Webster (@MerriamWebster) September 12, 2023
4. Share some stats
We’ve talked about the importance of thought leadership already. Quick stats and infographics are an easy and effective way to share thought leadership on social media without requiring followers to dive deep into a long report.
Infographics are snackable and highly shareable, meaning they can help your content spread well beyond your own social followers.
Business can be tough, and you can gain a lot of brand loyalty by showing you understand the difficulties employees face. Remember, you need to win the hearts and minds of future business leaders, not just those who are making purchasing decisions today.
We hope this message finds you well. Unless you’re on PTO. In that case, we hope this message does not find you; we hope you find yourself with a fully recharged battery. 🔋
— Slack (@SlackHQ) September 19, 2023
Easily manage all your social media profiles using Hootsuite. From a single dashboard, you can schedule and publish posts, engage your followers, monitor relevant conversations, measure results, manage your ads, and much more.
2023 Average Engagement Rates for 13 Industries [STATS]
So you’ve planned and launched a social media campaign, and waited patiently for the likes, comments, and conversions to roll in. Now you’re looking at your performance report, wondering what the numbers actually mean. Is a 2% engagement rate high or low? Did your target audience love your campaign, or was it a flop?
Without social media benchmarks (a.k.a. average performance stats for a social platform or industry), it’s difficult to make sense of raw data. But we got you. In this post, we’ve rounded up average social media engagement rates from 13 top industries to give you a better understanding of where you stand. (And empower you to brag to your boss with data-informed confidence — you’re welcome.)
We’ve even included a simple (and free!) engagement rate calculator you can use to quickly double-check your own performance stats.
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Below, you’ll find the latest average engagement rates (per post), broken down by industry and social network.
Where did this data come from? Our team collects and anonymously compiles data from social accounts connected to Hootsuite. Each benchmark is based on at least 100 social accounts, and no data can be traced back to any individual account.
For more benchmarks (including impressions, audience growth rate, posting frequency, and much more) and insights that will help you improve your marketing strategy, start a free 30-day Hootsuite trial and browse stats from your industry — and hand-picked competitors — in Hootsuite Analytics
- Average X (Twitter) engagement rate: 1.02%
- Average Instagram engagement rate: 2.06%
- Average Facebook engagement rate: 0.82%
- Average LinkedIn engagement rate: 1.18%
- Average TikTok engagement rate: 0.71%
- Average X (Twitter) engagement rate: 1.03%
- Average Instagram engagement rate: 3.16%
- Average Facebook engagement rate: 1.63%
- Average LinkedIn engagement rate: 1.81%
- Average TikTok engagement rate: 0.52%
- Average X (Twitter) engagement rate: 1.4%
- Average Instagram engagement rate: 1.66%
- Average Facebook engagement rate: 1.09%
- Average LinkedIn engagement rate: 1.32%
- Average TikTok engagement rate: 9.77%
- Average X (Twitter) engagement rate: 0.99%
- Average Instagram engagement rate: 1.87%
- Average Facebook engagement rate: 0.97%
- Average LinkedIn engagement rate: 1.74%
- Average TikTok engagement rate: 0.64%
- Average X (Twitter) engagement rate: 0.79%
- Average Instagram engagement rate: 1.49%
- Average Facebook engagement rate: 0.71%
- Average LinkedIn engagement rate: 1.11%
- Average TikTok engagement rate: 0.64%
- Average X (Twitter) engagement rate: 1.33%
- Average Instagram engagement rate: 2.05%
- Average Facebook engagement rate: 1.64%
- Average LinkedIn engagement rate: 2.14%
- Average TikTok engagement rate: 0.8%
- Average X (Twitter) engagement rate: 0.92%
- Average Instagram engagement rate: 2.28%
- Average Facebook engagement rate: 1.31%
- Average LinkedIn engagement rate: 1.61%
- Average TikTok engagement rate: 0.75%
- Average X (Twitter) engagement rate: 1.18%
- Average Instagram engagement rate: 2.47%
- Average Facebook engagement rate: 1.61%
- Average LinkedIn engagement rate: 2.26%
- Average TikTok engagement rate: 0.63%
- Average X (Twitter) engagement rate: 0.81%
- Average Instagram engagement rate: 1.5%
- Average Facebook engagement rate: 1.01%
- Average LinkedIn engagement rate: 1.68%
- Average TikTok engagement rate: 0.39%
- Average X (Twitter) engagement rate: 0.87%
- Average Instagram engagement rate: 2.07%
- Average Facebook engagement rate: 0.82%
- Average LinkedIn engagement rate: 1.29%
- Average TikTok engagement rate: 1.21%
- Average X (Twitter) engagement rate: 0.89%
- Average Instagram engagement rate: 1.62%
- Average Facebook engagement rate: 1.05%
- Average LinkedIn engagement rate: 1.55%
- Average TikTok engagement rate: 0.36%
- Average X (Twitter) engagement rate: 1.34%
- Average Instagram engagement rate: 1.47%
- Average Facebook engagement rate: 1%
- Average LinkedIn engagement rate: 1.72%
- Average TikTok engagement rate: 0.55%
- Average X (Twitter) engagement rate: 1.32%
- Average Instagram engagement rate: 1.7%
- Average Facebook engagement rate: 0.97%
- Average LinkedIn engagement rate: 1.47%
- Average TikTok engagement rate: 6.01%
Across almost all industries, Instagram consistently has the highest average rates compared to other social networks.
Interestingly, educational institutions generated higher Instagram engagement than any other industry in September. If you run social media for a school, college, or university and struggle to get your engagement rates up to the industry average, here are some tips that will help.
Exceptionally high TikTok engagement rates suggest that short-form video is a great way to capture audience attention in these sectors. If you operate in one of these industries and haven’t started using TikTok to promote your business yet, you might be missing out! Our beginner’s guide to TikTok marketing will help you get started and connect with TikTok’s hyper-engaged community.
In general, financial institutions and tech companies appear to generate slightly lower social media engagement compared to other sectors — on every social media platform except for LinkedIn. This might be because these industries deal with complex and technical topics that can be challenging to engage a broad audience.
Remember: It’s not a product or service that makes something seem “boring” — it’s bad marketing. You can create engaging social content even if your industry has a boring reputation. Not sure how? Check out these blog posts for inspiration:
Restaurants and other food-related businesses see high engagement on Instagram — which makes perfect sense, considering the platform’s focus on visual content (and its users’ obsession with posting pictures of their meals).
Ready to compare your performance to industry benchmarks? Use this free tool to find out your engagement rate by post.
Note: If you’re calculating your account’s total engagement, include information about all your posts (e.g total number of posts published, total number of likes, and so on). If you’re calculating the engagement rate of a specific social media marketing campaign, only include the details of the posts that were part of the campaign.
If you’re looking for more detailed data or you want to calculate different kinds of engagement (like engagement rate by reach or engagement rate by impressions), download our free spreadsheet calculator that will do the math for you.
Or, better yet, start a free 30-day Hootsuite trial to easily track the performance of all your social channels in one place (so you can replicate what works and get more engagement). Hootsuite’s social media analytics tool collects your stats from Facebook, Instagram, Twitter, LinkedIn, and TikTok.
With Hootsuite Analytics, you can also:
- Find out when your audience is online
- Get personalized recommendations for your best times to post for each of your accounts
- Easily view industry benchmarks and see how you compare to competitors
Use Hootsuite to track and improve engagement rates across all your social media channels. Try it free today.
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