According to a recent survey by HubSpot and Talkwalker, the one upward trend almost guaranteed through 2022 is the continued domination of TikTok.

In that study, they say, “this short-term video platform has broken download records, quickly becoming the go-to app for connecting with current and future consumers. Powered by a highly personalized content recommendation system, TikTok can help brands gain exposure to and connect with a qualified, engaged audience.”

In fact, another survey by a group called SensorTower showed that in terms of downloads, TikTok placed first over WhatsApp (#2), Facebook (#3), and Instagram (#4). These studies show that this platform was the best for your business if you want to target the Gen Z and millennial customer base.

The HubSpot study adds, “We’re also seeing TikTok content diffuse regularly across other platforms, demonstrating that it’s a medium that consumers engage with on an omni-channel level. It is inspiring other channels to test content to match.

This part of the study is a powerful indicator that the TikTok platform is one you should consider when putting together your social media marketing plan.

70-20-10 Rule of Social media marketing
Social media doesn’t work if it is all promotional. According to the WordStream report, your content should be mostly informational (70%). This graphic from their blog report at, is called the 70-20-10 Content rule.

Four Takeaways to Consider

Based on these reports, if you want to promote your High-Performance HVAC approach to contractors and to demonstrate your superior service, problem-solving, and data-based approach, marketing via social media should follow these four rules:

Follow Your Audience – If your customer base is on TikTok, you should be too. To be successful, you need to connect, engage, and become part of the conversations they are having. By the way, this is even more important for every social media platform.

Throw Out Tradition – Social media, especially TikTok, has created a giant wave of user-generated content, changing how companies market today. Remember, TikTok is dominating both Facebook and Twitter right now.

Prepare for a Monetization Model – TikTok continues innovating to stay ahead of competitive social media platforms. They are working on improving monetizing content to keep content creators and consumers from going elsewhere. Consider looking into their programs as you prepare for upcoming marketing campaigns.

Keep Expansion on the Horizon – As social media platforms continue to evolve and change, your approach to using them should too. It would be best if you kept up or you may get left behind.

What Does A Social Media Marketing Strategy Look Like?

Consumers are driving this trend, and 49% of those surveyed by HubSpot say they’re likely to buy products and services they see advertised while they browse.

“Success hinges on your ability to deliver personalized ad experiences that speak to needs or ideas that consumers already have in mind. User expectations for ads vary across generations, so the trick is to gain a deep understanding of your audience’s preferences and build your strategy around them,” says the HubSpot survey.

A successful social media marketing strategy will look different for every business, but here are the things they will all have in common:

Knowledge of your audience: What platforms do your customers use, when they use them and why, what content they like, who else they follow, and more.

Brand Identity: What message do you want to convey to your audience? How do you want them to feel when viewing your content?

Content Strategy: While there is a level of spontaneity on social, you’ll need a structured content strategy to have a consistent voice and regularly produce quality content.

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