Social media has become an important part of our daily lives. It is not surprising that marketers and companies use social media to get in touch with their target audience. However, there is a lot of competition and it is a huge challenge to stand out among them. Staying on top of the latest social media trends can empower your strategy and make sure you stand out from the crowd. We discuss a number of social media trends that you should not ignore in 2022.
1. TikTok is getting bigger
In recent years, the number of TikTok users has exploded. Not only due to the increased number of users, but also due to the popularity of short video content, TikTok is the ideal platform to use in 2022. In addition, TikTok has launched a number of useful tools such as advertising opportunities and company profiles. So it is no longer just a platform where the younger generations show their dancing skills. It will be an important platform in 2022 to reach the millennials and Gen Z.
2. Smaller networks are becoming popular for advertising
In addition to TikTok, smaller networks, such as Pinterest and Snapchat, are still gaining in popularity. According to data from Pinterest Business, ad spend on their platform generates twice the return on investment compared to other social media. While Snapchat isn’t as popular for marketing as Facebook and Instagram, it appears their potential ad audience has grown significantly over the past year. Something to think about.
3. Social selling is evolving and continues to increase
In 2022, the ability to buy products directly via social media will take off, for example via Instagram, Pinterest and Facebook. Social media is constantly evolving to take over the role of webshops, just think of the Instagram Stores. The goal is to create a perfect shopping experience, without the consumer having to switch to a website, as this can be a reason for some to go to a competitor. So think about this seriously, because it provides an improved user experience.
4. Video will continue to dominate
Video continues to be one of the most compelling forms of content. You can tell a lot more with videos than with other forms of content, such as blogs or images. It also costs users a lot less time and effort to record a message. Videos are really the future and especially the short videos. You only have to look at the success of Stories, Reels and TikTok to realize that engaging short videos are now the preferred choice of consumers. If you’re not making videos yet, it’s time to consider them and include them in your content strategy.
5. AR and VR are becoming mainstream
Social media will increasingly embrace technologies such as augmented reality (AR) and virtual reality (VR). While the adoption of VR in social media is still in its early stages, AR has already made its mark. These technologies will only grow in the coming years.
With augmented reality you can change reality by adding digital elements to it, just think of the filters on Snapchat and Instagram. You make things look different in reality. The uses of AR on social media are not limited to photo filters to generate fun content. Brands can also use augmented reality to provide their customers with better shopping experiences and purchasing decisions. It is increasingly common for brands to use AR, so that people can try out products in advance, for example by trying out a piece of furniture in their own living room.
6. Influencer marketing will continue to rise
Influencer marketing is not a new trend, but it will certainly continue to grow in the coming years. Social media nowadays is dominated by influencers who get paid well to promote brands.
The adoption of this trend can be viewed from both perspectives. Not only is there the massive increase in the number of influencers on social media, but there is also an increase in the marketing spend on influencer marketing.
Investing in influencers is often cheaper than running paid ads. In addition, it often produces good results. Also, influencers can help achieve different marketing goals and thus not only generate the leads. These are two main reasons that underline the success of influencer marketing.
Marketers do not only work with 1-2 influencers, but with a whole network of small and relevant influencers. These types of influencers generate more engagement at less cost and can contribute to multiple marketing purposes.
In the future, more and more marketers will adopt this strategy and work with multiple smaller influencers instead of one celebrity.
7. Increase in the use of social media for customer service
Social media was originally a place to share photos, videos and messages. Today, many brands use their social media as a platform for delivering customer service. In fact, it has become one of the most important customer service channels. This is due to the enormous consequences of mishandling a customer in front of other users. So it becomes all the more important for brands to deal well with these customers. To help you use your social media channels in this “new” way, it might be a good idea to create FAQ templates and invest in a chatbot to increase your response time.
8. User-generated content remains popular
More and more brands are focusing on user-generated content (UGC) or user-generated content. This is not news, but it is becoming more and more accepted and therefore more interesting for marketers.
Some brands, such as HEMA, motivate their customers to create content and tag the brand to be featured on their page, for example with a giveaway. They run relevant marketing campaigns that encourage people to submit their entries to be part of the campaign, for example by posting a social post with the hashtag #okHEMA.
User-generated content is free and considered authentic. It can make your brand appear more trustworthy and can do wonders for your image. If you’ve never experimented with user-generated content for your social media, it’s time to dig into it and consider it.
9. Local targeting is gaining in popularity
Many brands use location-based targeting to reach and attract people from a specific geographic location. A common way brands attract a local audience is by geo-tagging their posts and stories. If you add a location to your social media post, it will automatically attract a local audience.
Social media platforms, such as Instagram, allow you to search for posts from nearby places or specific locations. If you add locations to the content, it will appear in these search results so that local people can find your brand and content.
Geotargeting works especially well for promoted posts, as these platforms help you target the right audiences. For example, if you use the “boost post” option on Facebook, you can also select the locations you want to target. Facebook then shows the message to users in those selected locations.
These are just a few social media trends to keep an eye on in 2022 and beyond. By capitalizing on these trends, you can stay ahead of your competitors and reach your target audience in the right way. Ultimately, it’s important to remember that social media is a dynamic and competitive space. What worked before is no longer guaranteed to deliver the same results. So stay tuned for the latest social media trends and use them to stay up-to-date.
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