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social media challenges





These are just a few of the many new social media apps that have gained traction in the last year, in addition to the “oldies but goodies” like Instagram, Facebook, and Twitter.

The growing number of popular social media platforms undoubtedly complicates the job of a social media marketer: which platforms will provide the best return on investment? Where does your target audience congregate? And which ones aren’t worth your time?

As the social landscape shifts, HubSpot’s Blog team polled over 500 marketers to identify the top social media challenges that marketers will face in 2022 — and how to prepare.

Let’s get started.

social media challenges

5 Social Media Challenges for Brands in 2022

Creating Engaging and High-Quality Content

One of the social media challenges that brands face is creating high-quality, engaging content to post on various social media platforms. A number of businesses report that producing high-quality content takes a significant amount of time.

Repurposing existing content for different social media platforms is an ideal solution to this problem. However, make sure to identify and leverage your brand’s best-performing content.

For instance, if you have a 10-minute video content that you posted on YouTube, you can use that content for other platforms. Short snippets of the long video can be easily cut and posted on platforms like Snapchat and Instagram Stories.

You can even think of creating a unique social media post with the information you have collected while making the video. However, in addition to this, you also need to ensure that your team is capable of engaging your target audience with your brand.

Even though creating high-quality content takes time, it is worth it as it can provide you with better returns in the long run. You can reduce your frequency of posting. But make sure to post high-quality, unique, engaging, and authentic content at regular intervals.

Instead of posting on a daily basis, you can think of doing it twice a week at a fixed time. This will help in connecting your target audience with your business better.

Finding New Ideas for Content

One of the significant social media challenges that brands face is that they fail to find new ideas in order to craft content and engage the target audience. As a matter of fact, coming up with a new idea every time is actually a bit tricky.

Especially, when the social media platforms are overcrowded with content, you need to come up with completely unique ideas that make your post stand out. It helps in grabbing the attention of the target audience. However, this is quite more challenging than it seems to be.

In order to overcome this challenge, one of the best solutions is to leverage user-generated content in order to make your pages more engaging. Next, you can think of spending some quality time in researching the top content types that are trending.

This can provide you with some ideas to create new content for social media platforms. Another way to overcome this challenge is to conduct polls on different trending topics on Instagram. You can post your latest blogs on social media platforms like Instagram.

You can post important stats or articles relating to your industry on LinkedIn. You can even highlight the significant milestones of your brand on LinkedIn. You can create engaging graphics and post them on Facebook as well as Instagram.

Once you have a clear idea of what type of content you are planning to create, you need to think about who your target audience will be. This will help in framing your content according to their specific likes, dislikes, and preferences.

This will help in enhancing the experiences of your target audience. Make sure not to create content just for the sake of doing it but as per the specific needs of your audience. Taking a look at your already existing content can also help in coming up with new content ideas.

social media challenges

Determine which platform (s) you will use to market your brand.

In 2022, 26 percent of traders say determining which platform (s) to invest time and resources in will be their most difficult challenge.

It makes sense: The most popular social platforms aren’t always the best fit for your brand or business goals, so determining which apps to include in your marketing strategy can be difficult.

“It all depends on your audience,” Kelly Hendrickson, senior manager of social media at HubSpot, said of selecting the right platforms for your brand. “Who is your target audience, and where do they spend their social media time?”

“[Most] of the platforms share demographics about a large audience, so even without a study, you might be able to find out where your fruit is at your fingertips,” she continues. While testing a few hashtags related to your business on different platforms to see where your audience is already participating is a little more difficult.

Alternatively, consider what types of content your target audience prefers. For example, if you conducted market research and discovered that your buyer persona values video content, you may have arbitrarily limited your platform (s) to video hosting apps such as YouTube, TikTok, and Instagram Stories. just to name a few.

Finally, when selecting a platform, keep your social media goals in mind. For example, if increasing sales is your primary goal, you might want to experiment with targeted and personalized Facebook ads. If, on the other hand, you want to increase brand awareness, you can experiment with new platforms such as TikTok or Clubhouse.

Hendrickson also stated that when it comes to TikTok, Instagram Reels, or Snapchat, “the data shows that generally each of these channels is geared towards a younger audience base.” Although it may appear less opportune if your audience is older, keep in mind that your audience of tomorrow may be on these platforms.”

Calculate your return on investment.

In some cases, measuring ROI is simple, especially when it comes to monetary value, such as how many sales you’ve received from a specific Facebook ad. This is one of the social media challenges brands face.

However, when your social media objectives are more abstract, such as “increasing brand awareness,” it can be difficult to quantify and measure the success of your campaign.

As we approach 2022, 22% of respondents agree that measuring ROI is their most difficult challenge.

Fortunately, measuring ROI on social media platforms is possible, but it is difficult. Take a look at HubSpot’s free lesson, How to Measure Social Media ROI, to learn more about tracking social media ROI for brand loyalty, customer loyalty, protecting your reputation, and so on.

social media challenges

Lack of development, direction, or strategy

Assume you’re at a loss for what you “should” be doing on social media. Perhaps you have the impression that your brand is operating on autopilot. Instead of posting “just because,” this requires a proper social media marketing strategy. It never hurts to go back to basics to assess the overall purpose of your presence in order to guide it in the future.

Discuss your goals and expectations with your managers and higher-ups once more to ensure that everyone is on the same page. Check that you’re focusing on the right metrics and KPIs.

Determine a publishing schedule and frequency. 

This allows you to avoid posting at random. When in doubt, create a schedule based on the most effective times to post on social media.

Consider conducting an audit to determine what is and is not working in terms of content, timing, and so on. Analyze your best-performing content and engagement rates to draw conclusions. Set performance goals to ensure you’re progressing.

Which social media challenges do you require the most assistance with?

Building a powerful social presence is not something that happens by chance. Don’t be alarmed if you hit a snag or are unsure what to do next. It does happen! What matters is that you have a proactive strategy in place to maintain your presence. Addressing the aforementioned social media challenges is not something you can afford to avoid.


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