Social media has transformed how we interact – with family and friends, work colleagues, our local communities, and businesses. Digital trends continuously evolve and social trends are no exception. Marketers must remain abreast of new social trends for 2022 to compete and succeed in the ever-growing global marketplace.
Social Media: Did You Know?
- There are now more than 3.7 billion social media users worldwide – almost half of the global population. Almost 50% report that they use social media predominantly to keep in touch with family and friends. Other drivers for social media use include filling spare time, reading news, enjoying funny or informative content, shopping inspiration, and seeking specific products.
- 40 million users search for jobs on LinkedIn per week – and LinkedIn is the most trusted social network.
- The average social media user spends two hours per day using their preferred social platform/s.
- Building digital communities and selling products have overtaken simple personal status updates on platforms like Facebook.
- Up to 40% of small businesses use social media to boost exposure and generate revenue, and 90% of brands use more than one digital social channel.
- Visual content drives shareability, with image- or video-based posts shared 40x more than text-only posts.
- Facebook is the most prolific platform in terms of its user base, with 2.7 billion active users in early 2022. It is followed by YouTube and WhatsApp.
- 89% of marketers believe that influencer marketing ROI is at least comparable to (or even better than) other marketing methods.
- Almost 80% of consumers state that user-generated content influences their purchase decisions.
The last couple of years has seen quite a shift in how businesses avail social media to promote their products or services, with many even selling via social platforms.
As such, you need to ask yourself whether your brand is using social media appropriately and effectively in 2022.
Top Social Media Marketing Trends to Watch in 2022
It’s All About TikTok
Industry experts predict that TikTok will dominate in 2022 due to its unrivalled potential to connect, especially with the younger and more tech-savvy demographic. Its use has exploded over the last two years; TikTok was the first non-Facebook app to achieve 3 million downloads worldwide and it was the most downloaded app globally in 2020. It enables direct business engagement with consumers for humorous, fun, and creative content. TikTok has even inspired other platforms (e.g. Reels on Instagram).
#1 Goal = New Audience Engagement
The primary goal for marketers in terms of social media will be reaching and connecting with new audiences – boosting brand awareness, fostering new relationships and boosting brand loyalty, generating new leads and creating new customers. Improving customer service is also essential, to retain customers.
Social Media Ads will be More Sophisticated
Did you know that Google intends to phase out cookie tracking this year? What does this mean for digital marketers?
As social advertising evolves, marketers must adapt their strategies to suit. There are effective campaign strategies that do not require third-party cookies for success: e.g., targeted/personalised social ads (e.g. Facebook Ads), user-generated content, search engine retargeting, and email marketing. A professional social media marketing digital expert can help with this.
Memes will Reign
Memes are already very popular, and this will evolve to new heights in 2022. Both static and video memes offer fun and engaging ways for brand creators to join trending conversations and connect audiences with shareable content. The best memes are simple and there is arguably a no more shareable form of social content for social platforms like Facebook, Instagram, and Twitter.
Short-Form Content is Key
The attention span of the average social media user can be measured in seconds – so providing high-quality, “snackable” content is intrinsic to successful engagement for the widest audience. Video is a huge aspect of this.
Long-form content is not dead! Long-form video and blog links will continue to have their place alongside short-form content – meeting the needs of all audience members.
Social media marketing will place a new emphasis on preventing digital burnout, preserving mental health, and focusing more on diversity and accountability. Brands that take more responsibility for promoting diversity and inclusion, creating fact-based content, speaking out against racism and other important issues like transphobia and sustainability, and understanding (and promoting) the fact that there are times when everyone needs some space from the constant barrage of social chatter (especially that which is negative or overwhelming) are the brands that will thrive.
Greater Demand for Streamlined Social Commerce
The demand for social selling will continue to grow, further enabling consumers to purchase products from the brands and businesses they follow directly from the social platform. This facility captures the consumer at the moment of purchase intent without funnelling them out of the social platform and through the business’s website, potentially distracting them or missing the opportunity in the process.
Maturing Influencer Marketing
A lot of consumers trust their preferred influencers more than the actual brands they promote – at least until they form their own tangible relationship with the brand. From TikTok to Facebook and Instagram, content partnerships between brands and appropriate influencers can be a potent combination to increase reach and boost sales. The key is that businesses work with influencers (or micro-influencers) who suit their niche and have a highly engaged audience – even if that audience is smaller than for other influencers.
Companies will Invest in Social Media Marketers
Increased brand awareness and higher revenue generation: aren’t they worth investing in? As more companies come to understand the power of social media to deliver, they will actively invest in their social media marketing strategy – through dedicated social hires or outsourcing to the right expert digital providers who specialise in social media marketing.
Social media can be a powerful marketing tool. Used cleverly (and appropriately), it offers a wonderful opportunity to connect with your target audience in a new, different, and very effective way.
Sparx Can Help!
Sparx Digital is a flexible, trustworthy, reliable and experienced agency delivering the digital solutions you need to get seen online. With creativity and insight that is second to none, our dynamic and tech-savvy team is here to help you create lasting impressions and connections using the right mix of technology and storytelling. Tangible results are what we strive for in terms of real leads, via website visits, foot traffic, and phone calls to your business.
Social Media Marketing is just a part of this.
Sparx is abreast of all of the new social trends for 2022.