Social Media: In-House or Outsourced?
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Building a social media presence can take a lot of time. You need to consistently post contents of different multimedia formats, and follow the latest marketing trends. And deciding whether to handle social media in-house, or outsource it to an agency can be difficult as both options have their own set of pros and cons.
Social Media for Business
93% of marketers use Facebook for advertising making it the most widely used platform. It also accounted for 25% of all digital ad spending in 2020, making it a major player in the industry. There are approximately 10 million active advertisers on Facebook currently, and the platform’s reach is expected to continue growing with Facebook Messenger on track to pass 3 billion users in 2022.
Business owners know the significance of having a Facebook presence, so it’s no surprise that they invest in Facebook ads. Identifying target audiences and coming up with appropriate ads require attention-grabbing graphics, compelling copies and a smart strategy, that’s why Facebook ads is one of, if not the most, outsourced task on Facebook.
USource takes pride in our pool of talent who produce engaging copy (ads and captions), long-form content, and detailed graphic designs.
Outsourcing Facebook Ads is a good decision, especially if you want to get the most out of this immensely popular platform.
Despite the scrutiny that Facebook has faced in recent years, Instagram has quietly grown to reach 2 billion users in 2022. Brands have been scrambling to get more followers on the platform, which has seen relatively high engagement rates and fresh ecommerce features. However, Instagram is facing challenges from newer platforms like TikTok and its younger base seems to be dwindling.
Despite these challenges, Instagram remains a popular platform for influencer marketing with engagement rates of 81% compared to Facebook’s 8%. Instagram stories and grid posts are the most popular types of content among influencers. Additionally, 44% of users shop for products on Instagram weekly.
Businesses usually outsource image and video editing, caption writing, and content scheduling for Instagram. High-quality photography is essential when it comes to this platform. Sprinkling some slang and jargon in captions is a great way to connect with your specific audience demographic. A content manager saves businesses time and effort, and can strategize for your goals.
Our clients place their Insta on our hands. Outsourcing Instagram tasks is a worthy investment, especially if your business is better showcased through graphics and visual advertising.
TikTok has become a must-have social network for brands due to its rapid growth, high usage, and dedicated fanbase. Younger consumers and smaller influencers dominate the platform, but this may change in the future. Brands should focus on creating unique content for TikTok and watch their analytics to reach their audience.
62% of users prefer platform-specific branded content and 39% of Gen Z consumers say their purchasing decisions are influenced by what they see on TikTok. TikTok saw the largest increase in planned new platform investment for brands in 2022, outpacing YouTube and Instagram.
Also, TikTok is more popular among Gen Z consumers than Instagram and Influencers with less than 5k followers see the highest engagement rates on TikTok.
Businesses usually outsource TikTok audience research, TikTok ads, videos, and even hashtags. Identifying which among the many TikTok video genres suits businesses is a must to determine what content they should produce. Influencers also take a big role in advertising products because they have loyal followers who trust their opinions.
Social Media Strategies and Trends for 2023
1. Artificial Intelligence (AI)
The sudden growth of AI platforms like ChatGPT (Open AI) has caught many by surprise. Human input it still critical but leveraging ChatGPT can improve new and existing social media campaigns. If businesses is looking to maximize the use of AI technology, like ChatGPT, speak to us.
2. Augmented Reality (AR)
AR technology continues to advance, leading to greater integration in social media platforms. This creates a more interactive and immersive user experience, where users can engage with digital content in real-world environments.
3. Decentralization of Social Media
The decentralization of social media platforms is a growing trend, driven by a desire for users to have more control over their personal data. Decentralized social media platforms use blockchain technology to give users greater privacy and control, while reducing the power of large tech companies.
4. Ephemeral Content
Temporary or “disappearing” content such as stories, live streams, and direct messages are becoming increasingly popular on social media. This trend is driven by a desire for a more authentic and in-the-moment experience, as well as a preference for content that isn’t permanent.
5. Artificial Intelligence and Machine Learning
Social media platforms are using artificial intelligence and machine learning to improve the user experience and better personalize content. This includes features such as intelligent moderation and recommendation systems.
6. Interactive Video
Interactive video is a growing trend, where viewers can actively engage with video content. This includes features such as polls, quizzes, and shoppable video, which allow for a more interactive and immersive viewing experience.
7. Micro-Influencer Marketing
Brands are increasingly partnering with micro-influencers, rather than traditional celebrities, to promote their products. Micro-influencers have smaller, but highly engaged followings, and are seen as more authentic and relatable to their audience.
In-house vs Outsourcing Social Media
Your social media posts will represent your brand. They will also speak your brand voice. If you want them to have a closer alignment with your company culture and goals, having an in-house team is suitable for you.
But there are some things you need to consider before building an in-house team or outsourcing social media management to service providers.
1. What does your company need right now?
When planning, some startups always plan for big success. But while on the starting line, you may want to focus on speed rather than quality. Outsourcing can give you speed and quality depending on the package you paid for.
2. Do you have ample time and budget?
Managing social media in-house can be time-consuming and may require hiring additional staff. It can also be difficult to keep up with the constant changes in social media platforms and best practices.
Advantages of outsourcing social media management
- Cost saving. You can save time and money by outsourcing your blog posting or managing social media accounts instead of spending time doing it yourself or hiring/training an employee.
- Access to specialized skills and expertise. Skip the learning curve failures. Outsource your social media to specialists equipped with the right training and tools.
- Improved efficiency and productivity. A good agency can create an effective and coherent strategy fit specifically for your business to help you reach short-term and long-term goals.
- Focus on core business functions. Skilled people taking over important tasks gives you more time to focus on other core business functions. You’ll have better headspace to think and envision the future you want for your business.
- Increased flexibility. Applies to scaling up or down as you need, and adaptability for the always-shifting business goals of social media and integrating your brand values with your overall marketing strategy.
Managing the perceived disadvantages of outsourcing social media
Authenticity, potential loss of valuable connections, loss of authority in crisis situations, the risk of being locked in or held hostage by the agency, and the possibility of mistakes can hold you back from outsourcing. Here are some of the disadvantages people see in outsourcing social media:
- Loss of control over brand message
- Possible decrease in quality
- Potential for language and cultural misunderstandings
- Loss of in-house knowledge and institutional memory
- Risk of confidential information being compromised
From our years of experience, these are all mitigated with clear communication from both sides.
A good agency like USource cares about truly knowing your business. Outsourcing your social media can be frictionless through prompt feedback along with the right communication and project management tools and platforms.
What’s your final decision?
In-house and outsourcing has their own pros and cons and there’s no one-size fits all approach in social media success. Consider what you should invest in, what tasks can be taken off your workload, and what level of expertise your business needs to boost engagement, sales, or brand awareness.
Digital service providers like USource offer multiple services that cater to your different needs– giving you a personalized marketing experience and effective audience engagement.
So what’s your decision? No one knows your business better than you do, and only you will be able to tell when it is time to collaborate with a trusted outsourcing company.