5 Social Media Trends for 2022

We may be on our way through 2022, but there is no denying social media is still a powerhouse when it comes to consumers.
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With the pandemic forcing us to spend more time inside, and as a result on our phones, the power of the consumer online has accelerated over the last couple of years.

But what should brands be considering throughout the next 12 months? Here are 5 of our big predictions for the state of social in 2022.

1 – The TikTok Takeover

Coming out of 2021, there is no doubt that in the social world it was TikTok’s year. The short-video sharing app has continued to break download records, becoming the first non-Facebook owned app to surpass 3 billion global downloads. The sophisticated algorithm coupled with bite-sized pieces of video content retains users’ attention like no other.

It will be down to other social platforms to keep up. TikTok have grand plans for e-commerce and creator monetisation worldwide, whilst continuing to keep safety a priority with the introduction of DM restrictions for teens.

Key takeaways for TikTok in 2022:

  • If your audience are on TikTok, you should be too.
  • Engage with your consumers, don’t sleep on the potential.
  • Keep up or get left behind. New features are always around the corner.

2 – Ads adapt to cookies

We are entering another shift in the internet’s lifetime. Cookies have long been an excellent way for brands to re-engage customer and reach those who are known to have an interest in their product or service. But with the move towards a cookieless future, it will be brands and advertisers alike that will define what this next period of advertising online looks like.

For those with their morals in the right place, this will be a time of opportunity. For those who rely on privacy invasive techniques to reach an audience, this will be an incredibly tricky period where they must adapt.

Key takeaways for digital advertising in 2022:

  • Utilise existing consumers to build trust with potential new audiences.
  • Craft creative that engages and encourages users to take action.
  • Make data-driven decisions when planning strategies.

3 – Social selling simplicity

 New and innovative selling solutions natively within social media platforms are exactly what consumers are looking for in their buying journey: less friction and a more efficient experience.

As an example, Instagram introduced shopping features which means a user doesn’t even have to leave the app to purchase a product. This will not just impact social experiences, but the buying journey as a whole. Businesses will need to re-evaluate their purchasing paths  in 2022 and consider taking advantage of direct social selling.

Key takeaways for social selling in 2022:

  • Assess your purchasing paths to ensure simplicity and minimal friction.
  • Look to take advantage of in-app social selling tools and trends.
  • Personalise your experience to the consumers wants and needs.

4 – Post COVID content

Social media was already an integral part of our day to day lives, and this became increasingly apparent throughout the COVID-19 pandemic. It’s estimated there are over half a billion more people using social media worldwide than the same time last year, that’s a 14% year on year increase.

With more users, comes more noise. Brands need to ensure their post pandemic content is captivating in the newsfeeds and offers consumers real value. Tailoring the content to your audience and talking directly to them will help your business stand out from the crowd.

Key takeaways for post COVID content in 2022:

  • Provide a tailored experience and be specific. Appeal to your audiences expectations and needs.
  • Keep content digestible, yet valuable.
  • Make the overall experience pleasurable and seamless. From social through to your website, it shouldn’t feel like a hassle.

5 – Influencers dominate

A dominant marketing methodology, influencer marketing has only improved its positioning with increased rules and regulations. These changes bring more value to brands engaging influencers in their marketing strategy, offering better results with less risk.

Users trust authority figures in their interests. Whilst relatively new to the social world, influence has been shaping our purchasing decisions for years. It’s the reason David Beckham wears Adidas football boots, why Justin Bieber is seen in Beats headphones, why James Bond wears an Omega watch.

But with the maturing of influencer marketing, those with a social following who are deeply engaged in the content they share will be where the real value sits.

Key takeaways for influencer marketing in 2022:

  • Look at engagement over reach. Millions of followers is great, but a few thousand extremely engaged users can lead to higher conversions.
  • Authenticity is key, which leads to deeper connections with their audience, which leads to more valued content.
  • Do not underestimate the impact influencers can have on businesses of all sizes.