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Understand the importance of social media to leverage the possibilities of your brand with a focus on B2B

mídias sociais

Far beyond communication tools, social media can also act as great strategic differentials to boost business, propagate ideas, sell products/services and a multitude of possibilities. In the case of companies that provide services to other companies, there are specific strategies for planning to use networks as an extension of the business, which we call B2B (business to business) marketing.

Read too: LinkedIn for companies: check out good organic practices that will help your page

Given the importance of understanding who the final consumer of your product and/or service is, B2B marketing can also be a great support tool in correctly conducting dissemination, reaching potential future customers with content, brand visibility and strengthening the relationship. commercial. Before choosing a company over others, numerous topics are considered by managers, therefore, being present on social media where your customers will find it easy to find information about your company and your services/products, can bring an even greater range of business possibilities.

mídias sociais

Contrary to what some might imagine, the digital environment and social networks are not only for companies and businesses that have been established for many years in the market, but for all companies and entrepreneurs, since they can benefit all of them as long as there is a good strategic planning for its best use. Check out the main platforms that can help your business:

Facebook: is one of the networks with the largest number of users in the world and provides a series of resources for publications, whether organic or paid, which allows the selection of content for different purposes, such as company disclosure, creation of content with technical tips about the particularities of the segment, promoting events and launching products or even communicating with customers.

Instagram: Instagram is a platform that is constantly growing and adapting. What once seemed more personal and fun is now a great tool for business expansion. Because it is a very dynamic social media, it contributes to closer relations with the client and the important players in the market. This is because, like Facebook, it offers several tools and possibilities for use, which include live broadcasts, interactive video content, dynamic tags and locations, and the use of hashtags to disseminate content.

Read too: Video content reached 99% of the Brazilian population in 2022, research points out

LinkedIn: is a social network focused on business and the professional environment, which already guarantees it several interesting topics to be addressed. Every day it is used more to create a connection between the company, professionals and players in the segment.

Furthermore, there are several other social networks available that can be included in your company's digital planning, but as mentioned earlier, understanding who your audience is and what you want from them is essential for this. B2B marketing is not just about releasing content randomly in all possible spaces, but understanding how each of those spaces can boost your business.

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According to research, WhatsApp and Instagram lead the number of downloads on Brazilian smartphones

WhatsApp e Instagram

According to the Usage of Apps in Brazil survey, published by Panorama Mobile Time/OpinionBox, 59% of Brazilian cell phones have WhatsApp downloaded. Thus, together with Instagram, they are the most installed applications on smartphones in the country.

The survey also states that WhatsApp is the most open application during the day, while Instagram is the champion in terms of time of use, in which 36% of respondents said they spent more time on the social network than on any other app.

WhatsApp and Instagram: Top 3 favorite apps in Brazil belong to Meta

WhatsApp e Instagram

In addition to the predilection for WhatsApp and Instagram, another Meta app closes the top 3 of the most loved apps by Brazilians, Facebook. According to the survey, it is present on the home screen of 39% smartphones in the country.

Read too: Get to know some digital accessibility tools and expand the inclusion of your brand

TikTok on the rise

The survey also revealed that TikTok is experiencing high growth, occupying privileged positions in several analyzed scenarios. Namely, the app ranks tenth in the ranking of the most common apps on home screens, in addition to receiving a significant portion of Brazilians' daily time (3%).

Therefore, surprisingly, the Chinese social network is already installed in 41% of smartphones, surpassing platforms such as Twitter (33%) and LinkedIn (31%). This data shows that TikTok is a platform in strong growth and that it is gaining more and more space in the lives of Brazilians.

Read too: Traditional Analytics Retires July 1st: See How Google Analytics 4 Can Help Your Business

Check out other findings from the Panorama Mobile Time/OpinionBox survey

Among other data collected by the study, we can mention:

– Messenger had the biggest loss of share on the home screen of smartphones among all monitored apps, with a decrease of 7 percentage points in one year;


– Half of respondents said that if they could install a single app on their smartphone, they would install WhatsApp. Next comes Instagram (15%), YouTube and Facebook with, respectively, 5% and 3%.

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Connect your company: find out which social networks are most used in Brazil in 2020

redes sociais mais utilizadas no Brasil

The year 2020 generated significant changes in the digital habits of people around the world. With the new coronavirus pandemic, the consumption of information by social media increased significantly and ended up generating changes in the ranking of social media most used in Brazil, according to the October 2020 report produced by We Are Social and Hootsuite.

Read too: Learn the main digital marketing trends for 2021

The most current data shows that Brazilians spend, on average, 3 hours and 31 minutes a day on social networks, and this has increased over the past year. In addition to the time spent on social networks having changed, another novelty, such as TikTok, has conquered people from all over the country. 

The 10 most used social networks in Brazil in 2020

At the Digital marketing, social networks are important channels to reach the target audience. And, in order to identify which audiences for a brand can be greater and make good use of it, it is necessary to know the most popular ones and those with the highest number of users. 

Below is the ranking of the 10 most used social networks in Brazil during the past year: 

Facebook

O Facebook returned to first place in Brazil in 2020, and continues to be the category platform most used by the world's population with more than 2.7 billion active accounts, 130 million of which are Brazilian. 

It is a comprehensive and versatile social network, which brings together many features in one place, from generating business, getting information to meeting people. That's why, for companies that invest in Inbound Marketing, it's practically impossible not to be on Facebook.

Whatsapp

O Whatsapp is the most popular instant messaging social network among Brazilians, with 120 million accounts. In addition to being a very simple tool for conversation, the app allows for more direct contact with the company. Through it, it is possible to advertise products, schedule services and even answer customer questions.

redes sociais mais utilizadas no Brasil

YouTube

In the previous edition of the ranking, the youtube had passed Facebook and become the most used social network in Brazil, being the main one for online videos today, with more than 2 billion active users and more than 1 billion hours of videos viewed daily. 

As the video format for sharing content is becoming more and more popular, YouTube is a great option for brands that want to distribute this type of content. 

Instagram

O Instagram was one of the first social networks exclusively accessible via cell phones. Although nowadays it is possible to view publications on a computer, their format continues to be aimed at mobile devices. According to the study carried out by We Are Social and for hootsuit, the platform is the fourth most used network in Brazil, with 95 million users. 

Therefore, having an Instagram account is an opportunity to disseminate content visually and humanize the brand, as Instagram is increasingly focused on providing purchases and sales within the platform itself through its new feature, the Instagram Shopping. 

facebook messenger

The app has some very interesting features for the company, such as bots and smart replies. With this, your business gains agility, professionalism and a higher level of satisfaction from the public and potential customers. In addition, the platform has a story function, which can be used to promote a product or service. Precisely because of its integration with Facebook, Messenger is estimated to have millions of Brazilian users. 

Read too: Find out what changes with the General Data Protection Act

LinkedIn

The largest social network aimed at professionals has become increasingly similar to other networks, such as Facebook, with the difference that the focus is on professional contacts. Another differential is the communities, which bring together those interested in a specific theme, profession or niche. 

In 2020, the crisis generated by the pandemic ended up leading many people to join Linkedin looking for a job. In this way, the social network grew and became the sixth most used in Brazil, with 46 million active users. 

pinterest

A brand does not need to create folders on pinterest only with own content. The use of this platform by your business can be through the selection of images that demonstrate the soul of the brand, that help in building it and can be a gateway for people to get to know the company. In addition, you can create sponsored pins that appear more prominently in users' feeds. 

The social network has tripled the number of users in Brazil in recent times, reaching 38 million. 

twitter

Twitter reached its peak in 2009 and since then it has been in decline. However, in 2020, the social network grew with people looking for faster news updates. If you consider only active users, there are 16.6 million Brazilian tweeters.

Nowadays, the social network is mainly used as a second screen, where users discuss and comment on what they are watching, posting comments on reality shows, news, football matches and other programs. 

TikTok

TikTok is today one of the most used apps in Brazil by celebrities, teenagers, comedians and companies, but the social network does not disclose the exact numbers of users. 

At the beginning of the year, there were 7 million Brazilian users, a number that has certainly grown. A recent report points out that TikTok earned another 6 million in October, when the app broke world records. However, in September, a study showed that 3.5 million Brazilians downloaded the application, reaching a total of 16.5 million.

snapchat

Snapchat was considered the symbol of post-modernity for its proposal of content that disappears in a few hours after publication. In Brazil, there are approximately 11 million users, placing the social network among the 10 most used in the country. 

Snapchat's audience is very specific, made up of hyperconnected young people. For companies, the application serves to engage users in events, for example, creating filters with images based on geolocation. 

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How to use Facebook for your business

Como usar o Facebook em prol do seu negócio

For a few years now, Facebook has been considered the world's leading social network. The title is not for nothing, since the platform has more than 2 billion users, with Brazil being the third country with the most registered people (about 130 million). In addition, there are other aggregated tools that have significant numbers, such as Instagram and Whatsapp. Knowing this, it is imperative that a company understands how the network works and how it can be a business opportunity.

Read too: Networks and social media: when to use each term?

On Google, when a company appears it is a sign that people were looking for it. However, on Facebook and Instagram, the business will only appear to users based on their interests. This means that for the public to notice your presence in the digital environment, you need to have something different than just 'posts', since competition for attention in this environment is very high.  

First, you need to know that there is no magic formula to get good results. Because it is a social network with countless people and businesses, there are different ways for a company to be affected by the relationship with the user. Among the terms most used to differentiate the results obtained on the social network are: reach, interaction and conversion.

In the case of reach, the result is shown in the most basic way, being reflected in the user's perception. This means that the brand has become known to a new customer, something that is invaluable, even if it does not result in immediate business. 

The next is the interaction, which in turn is characterized by the relationship with the user. Whether it's through a share, like or message, there's a clear signal that businesses are engaging their audience.

Last and most important, there is the conversion. At this stage, the deal is finally closed and the customer goes through the loyalty process, thus trusting your company and recommending it to other users.

To reach the public, you first need to know which strategy to adopt

Now that you know the different results that can be obtained on Facebook, one of the most important moments has arrived: the creation of the strategy. Basically, there are two forms of reach, organic and paid.

In the case of organic reach, the process occurs naturally, which means that you just post something and wait for the audience to interact. This type of strategy, although more economical, has some disadvantages. The main one is the fact that Facebook does not deliver content to all of its customers, even if they are following your page. Because of this, in addition to already loyal users, you may also lose interaction with new customers.

Regarding the paid reach, the distribution of content occurs with the help of tools made available by Facebook itself. Through an investment, the social network is responsible for taking your post to a number of users who will possibly be interested. This type of strategy is widely used and encouraged by the social network itself as it is one of the platform's main sources of revenue.

Whatever the strategy adopted, the important thing is to know your audience. This means betting on content that users want to see. Therefore, be sure to try different formats, be it image, video or text. After measuring the results of each type of approach, it is possible to define precisely what your company's mode of operation will be.

Read too: Learn how to use organic traffic to drive hits to your website

Facebook has tools to further optimize your business

In addition to the possibility of paying to improve your reach, Facebook also has other tools to enhance this goal. Among these options is the “boost” button, an action that can be triggered to reach more people quickly.

This solution is more suitable for companies that seek to reach already defined users, whether they are of a certain age group, location, gender or interest. Therefore, it is extremely important to know which audience you want to reach.

Now, if you need even more tools, Facebook has the “Business Manager”. In this case, the solution is more complete, with options that allow greater control over posts. In addition to facilitating the creation of different advertisements, the manager allows them to be shown in places other than the user's timeline, such as in the sidebar, and also allows the precise evaluation of the results of each content. 

Therefore, it is clear that tools are not lacking on Facebook. The important thing is to get to know them closely, test approaches and, with that, get to know your audience and reach them. 

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Networks and Social Media: when to use each term?

Redes e Mídias Sociais quando usar cada termo

Currently, much is heard about the terms Social Networks and Media, as they have become important tools for social and business relationships. Therefore, confusion is common when trying to define them or understand that they are different things.

Read too: The importance of OHH media for companies

It may seem simple, but in order to have a greater campaign development and improve internet boosting techniques, it is important to understand what each of the terms are and how they work.

Social media

The term social network basically means creating a relationship with people sharing common values and goals, not being connected to the internet. The family, as well as the work environment, are examples of social relationships.

With the advancement of technology and its implementation in our daily lives, these connections began to form over the internet as well. A dating site or social network is where you can connect with other people or groups of individuals through a profile in order to share content.

In this way, interactions that used to be restricted to offline life, such as meetings in bars and restaurants, now also happen online. To do this, just access platforms such as Facebook, Youtube, Instagram and Linkedin.

Social media

Social media, in turn, are defined as a means of disseminating and decentralizing information – free and paid – and messages. The term emerged in 1990 when traditional media companies began to lose ground to digital technology.

The main objective of these media is the creation, dissemination and sharing of content that enables public interaction without the involvement of social relationships. Thus, when we refer to digital environments connected through the internet, we are referring to the term social media.

Therefore, social media platforms between logged in users are characterized by the creation of relationship networks. Therefore, the aforementioned social networks are seen as a part of what we call social media.

Read too: Learn how to use organic traffic to drive hits to your website

How relationships occur is the main difference between networks and social media

As explained, social media corresponds to any channel where interaction takes place. The same can also be said of social networks, but it is necessary to know how to differentiate the ways in which interactions take place.

In the case of social networks, the relationship between users is the main focus, which is the reason for its creation. Therefore, it is common for websites to develop more and more tools to increase interactions, so that people get closer.

With social media, although there are exchanges of information between people, this relationship is less fervent. An example to elucidate this difference is the way websites and blogs develop their interactions through comments. In this area, it is possible for users to share opinions and information with each other, but this occurs in a more restricted and limited way.

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New Facebook Supervisory Committee has a Brazilian; look

Novo Comitê de Supervisão do Facebook conta com brasileiro

Last week Facebook announced new names for the Oversight Committee. Among them, the one that stands out the most for us is Ronaldo Lemos, who is the only Brazilian of the 20 members. As reported on several news sites, Lemos is a lawyer and director of the Institute of Technology and Society in Rio de Janeiro.

Know more: Online Media: research points to growth of 26.6% in accesses to social networks

What is the role of the Facebook Oversight Committee?

The Facebook Oversight Committee is a tool that will have the function of deciding the platform's positioning in the face of controversies such as the repercussions of the offline world, analysis of the terms of use – to prevent dubious or controversial interpretations – in addition to removing and restoring content from social networks following user requests. In this way, discussions about what to remove, what to allow and why should be emphasized and directly impact the way users behave on the platform.

In an interview with the Uol portal, Lemos clarifies that the council is independent and that it is an autonomous organization, which will take care of issues from around the world related to both Facebook and Instagram collectively. That is, it will function as a collegiate body, in which no one decides anything alone.

Know more: Practical and dynamic: see how to use Whatsapp Business and optimize your company's communication

What is the Committee's guidance? of Supervision of Facebook and what to expect from him?

As the Facebook Oversight Committee is made up of members from around the world, it is expected that the plurality of voices will benefit the billions of users. “The council will be guided by international treaties that protect human rights and freedom of expression,” said Lemos in the interview that ended the speech by emphasizing that freedom of expression is the main focus of the new body.

Read too: Find out about the changes to Facebook Messenger that are in effect from March onwards for business pages

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Know what Performance Marketing is

Saiba o que é Marketing de Performance

Before buying an ad, the company conducts several surveys to find out which will be the best strategy. However, it is also necessary to know if the public was actually reached, otherwise all planning could be compromised. And this is exactly what Performance Marketing fits into.

To better understand the subject, it is necessary to know that this marketing category fits in the digital environment. Like the other strategies, the planning is aimed at reaching the greatest number of people, however, this case has a great differential.

Read too: Understand what Lifetime Value (LTV) is and why it is important to apply this concept to your brand

Unlike other strategies, Performance Marketing stands out for being advertising in the right place and at the right time, a method that allows you to save money on ads that never convert. By applying this methodology, it is possible to pay only when consumers engage with your ad, since the brand will know where to invest and what the exact results of that decision will be.

Check out some tips to implement Performance Marketing in your company

1. Define your segments precisely

The more specific your audience, the more specific your ad. And the more specific your ad is, the more relevant it is to your audience.

Read too: How Digital Marketing can help overcome the crisis

2. Opt for SKAG

Simplicity is the best way. Therefore, avoid complicating too much when choosing keywords. As tempting as it may seem, placing a high number of keywords will only complicate your Performance Marketing strategy. The more keywords you choose, the more SERPs you'll ask Google to place you on. Choose 20, and you'll have a lot of words to work with in your sales copy.

Therefore, choose only one for each ad group (SKAGs).

Read too: What is Branding and why does your company need it?

3. Understand the importance of writing good headlines

As it is the first contact that the public has with your ad, it is essential that the title is eye-catching and holds it. It's also important to remember to be direct.

4. Go beyond Google and Facebook

You're probably advertising on Google and Facebook for the same reasons everyone else is. But if you take the time to explore smaller niche networks, you'll find platforms where your ads will generate an even greater ROI.

Read too: Better understand the difference between Target Audience and Persona

5. Buy the best times

Betting on an ad means bringing people to your site and eventually convincing them. Therefore, one of the most effective Performance Marketing strategies is to plan a good time for the ad to appear.

It is important to monitor the campaign and evaluate the best times. The afternoon period, for example, is much more likely to convert the public into new customers.

6. Use remarketing lists for Search Network Ads (RLSAs)

Bidding on broader terms may seem risky, but under certain circumstances, bidding on popular terms or competitor names can be a great idea.

RLSAs allow you to rank for the broadest terms for the consumers you are remarketing to. Therefore, your ad will appear to users who have visited your site before. This means you can bid on broad terms to maximize your reach and still avoid new costs, as your ad will only run to past visitors. Put what you've learned about Performance Marketing into practice!

Read too: Local Marketing: set up some tips that can help your business

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Find out about the changes to Facebook Messenger that will take effect from March onwards for business pages

Conheça as mudanças no Facebook Messenger que valerão a partir de março para as páginas comerciais

At the end of last year, Facebook published that, as of March 4, 2020, a new policy on Messenger will come into force, with the aim of strengthening the relationship between companies and customers. The new standard should also optimize the user experience (customer or potential customer), as spam and other types of negligence will be prevented.

Read too: Content Marketing: understand why it is a relationship strategy.

During the announcement, the platform also pointed out that people are currently demanding faster responses from brands, thus placing their changes as a solution to this demand: “We know that people expect companies to respond quickly, and those that respond more quickly to user messages see better business results.”

Check out the changes to Facebook Messenger, as officially announced by the platform: 

Default messages: businesses will have up to 24 hours to respond to a user, and messages sent within the 24 hour window may contain promotional content. 

Message tags: companies will be able to send important and personally relevant updates to users outside the standard 24-hour message window. Also, the number of tags will be reduced from 17 to 4. They are: Confirmed event update; post purchase update, account update or human agent;

Subscription Messages: only pages registered with the NPI (Facebook News Page Index) will be able to send non-promotional subscription messages. With this, the platform recommends that relevant pages immediately submit a request to register in the News Page Index, in order to allow sufficient time for review and approval before the new policies take effect.

Sponsored Messages: Sponsored messages allow companies to send promotional content outside the standard message window. Sponsored messages are subject to ad integrity controls and auction dynamics, which work to protect the user experience and ensure that the volume of promotional messages is consistent with user expectations.

Changes to Facebook Messenger do not impose on the user

In addition to encouraging companies to communicate, Facebook also thought of a way to avoid harming the relationship between brands and users who do not wish to receive notifications, as this will be optional. Thus, the company will use a much more modern marketing resource, which respects the wishes of its customers.