Recently, we conducted the first-ever “Ignite Social Media Trends Survey.” This data sheds light on how marketers manage their social media presence, revealing interesting insights into tool preferences and workflow strategies. Let’s dive into the numbers and explore what they mean for social media professionals.

The Native Approach: Still Going Strong

Perhaps surprisingly, most social media marketers (55%) still work directly within social networks, at least for some of their tasks. This “native” approach suggests that many professionals value the firsthand experience of using platforms as their audience does. It allows for a deeper understanding of each platform’s nuances, user experience, and latest features.

Working natively can be particularly beneficial when:

• Testing new platform features
• Engaging directly with followers in real-time
• Creating platform-specific content that leverages native tools

However, as social media strategies become more complex and cross-platform, many marketers use specialized management tools to streamline their workflows.

The Rise of Social Media Management Tools

While native work remains popular, many social media pros choose dedicated social media management tools. These platforms offer a range of features designed to save time, improve collaboration, and provide valuable insights. Let’s look at the most popular options:

1. Sprout Social: Leading the Pack Emerging as the top choice, Sprout Social is used by 23% of respondents. Known for its comprehensive suite of tools, Sprout Social offers scheduling, analytics, and customer relationship management features that appeal to businesses of various sizes.
2. Hootsuite and HeyOrca: Tied for Second Both Hootsuite and HeyOrca are used by 18% of marketers surveyed. Hootsuite, a long-standing player in the field, offers robust scheduling and analytics tools. HeyOrca, a relative newcomer, has gained traction with its focus on agency workflows and client management.
3. Other Notable Mentions
   • Sprinklr (13%): Popular among enterprise-level companies
   • Later (9%): Known for its visual planning features, especially for Instagram
   • Buffer (5%): Favored for its simplicity and affordability

The Long Tail of Social Media Tools

The data also reveals a long tail of tools used by smaller percentages of marketers:

• Emplifi (4%)

• Agorapulse (3%)

• Khoros and Hubspot (2% each)

• Various tools at 1% each: Dash Hudson, Rival IQ and Gain, SEMRUSH, Publer, Oktopost, Brandwatch Falcon.io, and Falcon

This diversity indicates that marketers are seeking specialized solutions to meet their specific needs. Whether it’s advanced analytics, influencer management, or industry-specific features, there’s likely a tool out there for every niche requirement.

Choosing the Right Tool for Your Needs

With so many options available, how do you choose the right tool for your social media marketing efforts? Consider the following factors:

1. Scale of operations: Are you managing multiple accounts across various platforms, or focusing on a single channel?
2. Reporting requirements: How detailed do your analytics and reports need to be?
3. Budget: Tools range from free to enterprise-level pricing. Determine what features are worth investing in for your organization.
4. Integration capabilities: Consider how well the tool integrates with your existing marketing stack.
5. Specific feature requirements: Do you need advanced features like social listening, competitor analysis, or e-commerce integration?
6. Team size and collaboration needs: Do you need robust team management and approval workflows?

Balancing Act: Native Work and Management Tools

The data suggests that the future of social media marketing lies in striking a balance between native platform work and the use of management tools. While tools can significantly improve efficiency and provide valuable insights, maintaining a direct connection with each platform ensures that marketers stay in touch with the user experience and platform-specific nuances.

In conclusion, whether you’re working natively, using a popular tool like Sprout Social, or exploring niche solutions, the key to success in social media marketing remains the same: stay adaptable, keep learning, and always focus on creating value for your audience. By leveraging the right mix of tools and strategies, you can navigate the complex world of social media with confidence and achieve your marketing goals.

Click the link here if you’d like to read more from the Ignite Social Media Trends Survey or download the entire report.