The importance of social media is not something to be understated. Every year, an influx of users join social platforms such as Instagram, Facebook, and Twitter, where trends shift rapidly. Brands must be aware of the patterns and trends that arise to take advantage of them and develop effective marketing campaigns that drive awareness of their products and services.
But what will 2022 bring? After rapid developments throughout 2021, such as the introduction of the Metaverse and the rise of social media giant TikTok, social media will be getting a new look in the new year. Below are several predictions for what trends 2022 will bring on social media.
TikTok Will Dominate
If you haven’t been using TikTok in the past year, you might have missed a trick. The video-sharing platform has exploded in popularity, becoming the first non-Facebook app to reach a massive three million downloads. Users create short videos about anything and everything, ranging from funny anecdotes to more serious content about relationships and psychology. Although the audience is young, with 60% of users being between the ages of 16 and 24, the potential for this platform is almost limitless.
Many experts believe that TikTok shows no sign of slowing down, making it one of the biggest marketing trends to jump on for 2022. As consumers drive the content on TikTok, many brands have already taken the leap and piggybacked to build their brand awareness and interact directly with their customers – take RyanAir’s page, for example.
Success on TikTok is not directly limited to that single platform, either. Many videos are shared to Instagram Reels, the photo-sharing platform’s answer to TikTok, Facebook, Twitter, and more. Omnichannel content is incredibly valuable, and a good TikTok account could be key to producing shareable content.
The New Face of Influencer Marketing
Old influencer marketing involved spending large chunks of a marketing budget on people with millions of followers. However, that is set to change completely in 2022. The pandemic sped up the rise of everyday influencers, sometimes known as micro-influencers, and shifted the focus from those with large followings.
Many people reported trusting in influencers more than brands during the pandemic, and a new influencer market in the form of TikTok has opened up. Many creators have smaller audiences who are more engaged with their content, making them the perfect collaboration partners for growing your business and expanding brand awareness.
A Switch in Social Advertising
Like a displeased parent, Google plans to take away our cookies by 2023. This means that cookie tracking will no longer be a viable option for advertising and marketing, which will lead to a shift in how social advertising works.
Targeted and personalised adverts will likely become more significant than they already are, and email marketing may warrant more investment as your brand grows. Rather than relying on third-party cookies to define how your advertising works, it may be worth investing in data capture software to understand your consumers. Once you know what they want and what they are looking for, you can develop effective advertising campaigns without needing to raid the (third-party) cookie jar.
Consumers Craving Snacks
Consumers are constantly bombarded with a staggering amount of information and content every day. They often hop between platforms when they are bored and tend not to engage with content for a long time. 2022 may see a rise in ‘snackable’, bite-sized pieces of content that retain customer engagement with short, snappy information.
Snackable content offers consumers immediate entertainment or education without being too difficult to read or understand. Consumers are more likely to share it, resulting in new leads for your brand in the process. There are several types of snackable pieces of content that you can incorporate into your brand image, such as:
- Memes – Creating funny images and following trends can be difficult as a brand. After all, they have to align with your image and voice but still be funny and engaging. It may take a few trial runs to get right, but memes make great pieces of snackable content for your consumers.
- Quotes – Pull some quotes from the internet that relate to your brand. Jazz them up with an image and a bold font, and you have an engaging piece of snackable content!
- Infographics – The use of infographics has increased exponentially in recent years, but they still make accessible, informative, and engaging content. You can quickly convey key information without consumers losing interest.
Social media is an ever-shifting maze that marketers have to navigate every day. Trends change rapidly and often arise at the drop of a hat. However, staying up to date on key trends can help your business stay relevant, enabling you to continue producing engaging content for your consumers. Be sure to monitor what your customers like and dislike, and you’ll be on track to creating a social media marketing strategy that is fresh and engaging.