Social media marketing is a constant headache for the majority of small enterprises, but those struggling are determined not to quit due to its vast potential and reach, a new survey published by AI-driven platform Sensai has found.
Two-thirds of small businesses admit that they are not happy with their marketing efforts in the inaugural “Social Media Confidence Survey”, and almost half believe that managing strategies and campaigns on Facebook, Instagram and other networking sites is harder than income tax paperwork.
Much of the confusion stems from ever-changing social media algorithms and the sheer scale of features and platforms. Facebook has made several changes to its news feed algorithm during the last 12 months, and 36% said that these “shifting” rules make it difficult to sustain any sort of success through social.
A similar number also admit that they are not “digital marketers” and thus cannot be expected to be top performers in this area. This is one of the problems cited in the survey that can be addressed by working with a third-party agency. This can also help with another primary challenge – “ads and content boosting”.
“In today’s algorithm-driven world, SMBs are struggling to reach and engage their target audiences and they don’t know what to do to make the biggest impact,” Sensai’s Founder and CEO Angel Gambino said. “However, there’s never been a better time to be on social media if you know what’s working today.”
While problems persist, the majority believe that they will eventually see the light, get to grips with social, and enjoy all the benefits that it can bring.