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The Buffer staff is heading out on our first retreat since 2019! I requested the retreat veterans for recommendation on benefiting from the journey as a beginner. 11 Ways to Use Social Media to Amplify Your Research Reports

Spent $20,000 on a analysis report solely to spin up a touchdown web page, ship an electronic mail blast, and publish a couple of press releases? 

Unsurprisingly, you barely acquired any attain or leads to your report.

That’s the outdated playbook.

Nowadays, B2B corporations are taking a social-first strategy to distributing their studies, no matter their viewers.

On this information, we’ll clarify why social media channels are excellent for B2B report distribution and break down examples of distribution achieved properly.

Why social channels are wonderful for distributing analysis studies

Social media contains a number of channels—every of which has the potential to succeed in billions of customers.

As of January 2024, over 5 billion users use completely different social media channels. Channels like Facebook and YouTube proceed to dominate the market with the most important variety of month-to-month energetic customers.

Aside from a big consumer base, listed below are a couple of different causes this technique is definitely worth the funding:

Place your model as an authority

Analysis studies are an enormous funding. Even with a brief survey, getting responses from the proper viewers, analyzing them, and packaging them into an insightful research takes effort and time.

Whenever you do any such content material properly, it pays off dividends over time as your viewers, which additionally contains potential clients, begins seeking to you as a supply of credibility.

Yearly, DoorDash for Retailers, an internet meals supply platform, creates its Restaurant On-line Ordering and Alcohol Traits studies. These studies assist restaurant house owners plan their capability based mostly on what shoppers need.

Katherine Boyarsky, founder and chief advertising officer of CXD Studio, a content material advertising company, says, “DoorDash for Retailers is a superb instance of a model that has nailed repurposing on social media. It doesn’t damage that meals and beverage content material is enjoyable to visualise. We’ve labored intently with their content material staff to suppose up inventive methods to show the information and share key insights with retailers. We’ve additionally used information from the report in animated advertisements and animated social posts, and these at all times carry out properly.”

Now, the corporate has develop into a reputable supply for restaurant house owners—people who’re the more than likely to make use of its product.

11 Ways to Use Social Media to Amplify Your Research Reports

An infographic taken from DoorDash’s 2023 On-line Ordering Traits report

Embed

Get extra eyeballs in your report

Social media types an enormous a part of most advertising channels as of late.

It’s one of many causes many B2B corporations select to market or promote their studies on social media. It helps you to attain a broader viewers—maximizing your report’s attain. This strategy results in higher returns in the long run, primarily for those who promote on the proper channel. 

For instance, 82 percent of B2B marketers see their biggest success on LinkedIn in comparison with different channels. In case you’re publishing an industry-specific report, this might be a wonderful channel. 

So long as you repackage the information into digestible codecs, it’ll pique the curiosity of the proper viewers, getting your model’s title on the market.

Enhance your report’s lifespan

Another excuse advertisements and press releases act as non permanent splashes is that you just want a continuing inflow of funding to maintain it operating. With social media, that’s not the case. 

You possibly can maintain selecting out probably the most fascinating snippets and repackaging them to maintain your model high of thoughts.

Plus, as discussions evolve (as they do on social), you’ll have the chance to be part of the dialog—reasonably than taking a faceless stand.

Greater engagement with the insights

Repurposing reports into codecs extra conducive to social media engagement, reminiscent of short-form movies, polls, and stay occasions, can result in increased engagement charges. As your viewers has a direct channel to converse with you, you’ll domesticate fruitful conversations—and a significant following.

When Formstack, a workflow automation software, revealed its 2022 State of Digital Maturity report, the staff took a social-first strategy. 

“We engaged thought leaders and influencers to be part of the report and the launch occasion. This led to them sharing the report and pulling in additional of their audiences,” says Ryan Greives, senior director of name advertising at Accredible, a digital credentialing platform. “The marketing campaign drove $318k in annual recurring income (ARR) attributed pipeline with a 3.24x marketing campaign ROI. This contains $234k ARR in sourced pipeline and 255 sourced alternatives from the occasion and evaluation alone.” 

After we requested him about why that strategy labored, he defined that:

  • Formstack’s viewers was within the distinctive information and content material
  • By bringing in exterior specialists elevated the attain and resonance of the report
  • Formstack additionally supplied a Digital Maturity evaluation software for benchmarking

This three-pronged strategy allowed them to create a deeper reference to their viewers whereas constructing credibility.

11 fascinating methods to advertise analysis studies on social media

Taking a social-first strategy isn’t just about posting hyperlinks to your studies. You possibly can create a dialog round your report in a number of methods.

Listed below are a number of the most compelling methods we’ve seen it achieved:

1. Do a LinkedIn Stay occasion to debate the findings

LinkedIn Stay occasions are gaining extra reputation because the years cross by. As of 2023, customers are scheduling 176 percent more live events year-on-year, in accordance with LinkedIn. And for good purpose.

Whilst you delve into the report’s findings, your viewers will get to subject their questions and get responses in actual time. It additionally lets you clarify the results of particular information factors in an accessible means—showcasing the staff’s experience on the identical time.

As an illustration, Clearance Jobs, a recruitment platform used LinkedIn Stay to debate the findings from their State of the Security Clearance Process 1H 2024 report. A brief 22-minute webinar lets them spotlight probably the most thrilling findings and clarify what every information level means for his or her viewers—job seekers and recruiters.

11 Ways to Use Social Media to Amplify Your Research Reports
Clearance Jobs' inside specialists talk about the report’s findings in a LinkedIn occasion – Source

2. Share a picture with a quote from an issue skilled

It’s frequent for corporations to collaborate with exterior and inside subject material specialists (SMEs). The purpose is to get their views on the information, see the way it aligns with real-world eventualities, and provide options accordingly.

When the report is stay, share a branded picture with the SME’s image and quote. Ship it to them and ask them to put it up for sale through their branded channels—even when it’s not simply social media.

This strategy will increase the perceived worth of the report and pulls in a bigger viewers through companions, contributors, or advisors.

An instance of how Formstack used an skilled quote to convey consciousness to its Digital Maturity report on LinkedIn

3. Create an infographic out of your information

The best approach to share your information? Create an infographic with applicable information visualizations. These graphics make the content material extra digestible and lets your viewers grasp the core message in seconds.

It’s additionally a wonderful approach to get the report cited by others within the {industry}, and pictures are simpler to share. You should use these graphics to both create zero-click content or drive site visitors again to your report’s touchdown web page.

Within the instance beneath, we analyzed 1 million YouTube and highlighted the 2 most requested questions by our viewers: greatest time and greatest days to publish on YouTube. We additionally requested our readers to take a look at the complete report through the hyperlink in our web page’s bio to delve deeper.

An infographic from Buffer’s 2024 YouTube posts evaluation.

4. Companion with area of interest influencers

A TopRank Marketing report discovered that 86 p.c of B2B entrepreneurs who work with influencers discover success of their packages. But it surely’s additionally about who they collaborate with. Seventy-seven p.c of B2B entrepreneurs work with {industry} specialists and analysts so as to add an air of credibility to their packages.

In hindsight, it is sensible, too. Influencers have already got a longtime following and would have contextual insights to supply. You possibly can convey of their opinions so as to add a layer of nuance to your findings.

Navattic, an interactive demo platform, leveraged influencers like advertising executives at different B2B software program corporations to advertise their latest report. Within the instance beneath, you’ll be able to see how the skilled discusses the highest findings and their impression—whereas encouraging readers to take a look at the complete report.

Navattic partnered with a advertising government to advertise its interactive demo report

5. Write a LinkedIn article or publication

Like a weblog publish, you’ll be able to unpack your findings in a LinkedIn article. This strategy does two issues: it turns up in search engines like google and will get despatched as a publication to the writer’s connections.

This strategy helps you to loop in your current followers and broaden your attain through search—hitting two birds with one stone. 

Within the instance beneath, you’ll be able to see how an {industry} skilled broke down Deloitte’s State of Generative AI within the Enterprise report with their ideas. It permits them to construct credibility of their circle whereas widening Deloitte’s attain.

11 Ways to Use Social Media to Amplify Your Research Reports
An {industry} skilled within the synthetic intelligence house shares her ideas on Deloitte’s State of Generative AI reportSource

6. Ask inside specialists to report commentary

Audio content material is slowly selecting up with content material like podcasts and audiograms. If you wish to leverage this channel, ask inside specialists to report commentary and share them as audiograms.

Audiograms embody a background picture, an audio recording, and operating captions. You should use them on any social media platform to interrupt up the consumer’s feed.

Simon-Kucher, a enterprise consultancy, makes use of skilled commentary as audiograms to advertise its analysis report

7. Conduct a stay dialogue in boards

You don’t have to make use of a social media platform’s audio or video stay characteristic to realize curiosity. Neighborhood boards like Reddit, Discord, Slack, and Twitter are identified for the completely different stay chats they do.

Listed below are a couple of methods through which you should utilize these to amplify your report:

  • Host an Ask Me Something (AMA) session on Reddit 
  • Conduct moderated text-based chats on Discord
  • Maintain a 30-minute Twitter house for a candid dialogue
  • Reasonable AMA periods inside Slack communities

As an illustration, Discord servers are frequent within the developer group. So, use widespread Discord servers to succeed in your viewers.

This strategy creates a way of belonging and lets you determine new angles or interpretations to discover additional. 

8. Create a video trailer with high findings

Want a single inventive that each one your staff and companions can share? Use a brief video trailer to do this.

Distill hard-hitting statistics and create a storyline utilizing it. It’ll lead to a brief, visually participating video that attracts within the reader by emotional resonance.

Michele Linn, founding father of Mantis Analysis, a analysis agency, recommends retaining a running list of data points that:

  • Shock you
  • Determine a ache level
  • Uncover a missed alternative
  • Spotlight a disconnect in pondering
  • Make you consider further questions you would like you’d ask

Use these information factors as a tenet to ask extra questions. For instance, for those who come throughout a ache level, take into consideration what you’d recommend your readers ought to do. Join the dots and construct the storyline.

It’s a wonderful means to make use of storytelling methods to attract your viewers in and clarify the why behind your report. It evokes a way of intrigue, encouraging them to learn the report.

Nationwide Confidential Inquiry into Suicide and Security shares a video trailer for its annual report

9. Focus on the methodology utilizing a short-form video

Have you ever surveyed greater than 1,000 clients? Analyzed thousands and thousands of gross sales calls? That might make for an much more fascinating angle, as your viewers would wish to know what got here out of this evaluation.

At Buffer, we do that often by analyzing posts from completely different social media platforms. Equally, you should utilize these outcomes to create a brief type and talk about the way you analyzed the information. For instance, publish a Fb/Instagram Reel or TikTok video and hyperlink the report.

This strategy will increase confidence within the information as your viewers can see for those who’ve adopted the proper information evaluation course of.

10. Host a webinar & publish it as a YouTube video

You possibly can host a webinar or podcast and publish the recording in your YouTube channel. Like a stay dialogue or a LinkedIn occasion, you’ll be able to invite specialists or curate a panel from inside your organization to discover your findings.

YouTube has its personal Stay characteristic, and as of October 2022, it stays one of the most-watched platforms for stay streams. So, use it as a approach to construct distribution into the method.

The Advertising AI Institute performed a webinar on YouTube to debate findings from its 2021 State of Advertising AI report

11. Ask your staff to share their views

When staff share the report with their very own perspective, it humanizes the information and provides your viewers extra context behind the research. When you’ve got an employee advocacy program, make content material distribution as a part of it.

A Refine Labs experiment discovered that LinkedIn private pages get 2.75 occasions extra impressions and 5 occasions extra engagement than an organization profile. So, selling it through your worker’s profile will get you higher outcomes.

An worker from Chili Piper, a lead conversion and scheduling app promotes her firm’s report on demo type conversion charges through LinkedIn

Make social media the cornerstone of your distribution technique

With analysis studies, you could have a possibility to create actual resonance along with your viewers. As they crave unique content material and in-depth insights, it’s time to make use of proprietary information to gasoline your campaigns all year long.

So long as you create easy-to-digest visualizations with contextual insights, you’ll obtain most impression inside the proper networks. Use both of these 11 strategies to construct out your report marketing campaign and set up your model’s authority.

And for those who’re searching for a social media scheduling software that’ll enable you publish cross-channel campaigns, sign up to Buffer without cost as we speak.

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