The joke is still funny, but the only thing that is always the same about social media is that it is never the same.
A few years ago, nobody could have imagined the rapid rise of TikTok or the resurgence of QR codes. According to Apptopia, TikTok was the most downloaded app in 2021 on iOS and Android devices. It is anticipated that TikTok will surpass Facebook and Instagram as the most popular social media app.
If you want to be a successful marketer, it is helpful to keep an eye on what is occurring in the sector so that trends don't take you by surprise.
As a result, we felt it necessary to compile a list of social media trends that would be important in 2022.
1. The Continuous Growth of TikTok
Even though it's possible that the app won't experience the same level of expansion as it did in 2020, it doesn't look like it will stop growing anytime soon. In September of 2021, the number of monthly active users on TikTok topped 1 billion.
In addition, the company has been investing in developing its advertising platform, which will make it simpler for companies and brands to have a presence on the network.
The following are some noteworthy statistics regarding TikTok:
- 69% of teenagers in the United States use the app TikTok
- 90% of users log in daily.
- Users of the app TikTok spend an average of 89 minutes each day on the platform.
- 47% of users have purchased anything that they saw on TikTok.
- 67% agree that TikTok motivated them to shop even when they weren't looking to do so.
In light of this expansion and usage, it might be prudent for businesses to take a closer look at TikTok, particularly those catering to a younger customer demographic. You can find out more about how your company can benefit from using TikTok and how the platform's trends can impact your social media marketing plan.
2. Companies are Increasing their Investments in Social Commerce
Buying and selling goods and services directly through a social media platform is referred to as "social commerce." This trend predicts that the extensive social networks will continue to invest in social commerce, which all major social networks have already done.
According to research that The Harris Poll carried out on behalf of Sprout Social, 73% of businesses are already participating in social commerce, and 79% of enterprises anticipate that they will be participating in social marketing within the next three years. Sprout has responded to this trend by adding specialized connectors with Shopify and Facebook Shops. Thanks to this new feature, you won't even have to exit Sprout to tag things sold in your shop.
According to forecasts made by Insider Intelligence, the prevalence of social commerce will only increase over the next few years. According to their predictions, there will be 97.2 million social commerce buyers by 2022. This would represent 38.2% of all internet users.
According to the research provided by Sprout, 80% of customers polled are more likely to purchase social media due to a familiarity with the brand. It is essential to pay attention to such a significant percentage.
Investigating how customers find things through social commerce is the first step toward capitalizing on this trend. Check out some fantastic instances of brands successfully implementing this strategy, and examine how others have crafted their social commerce plans.
3. The Creator Economy has Reached Full Maturity
Every central social media platform, including YouTube, Snapchat, Instagram, and TikTok, has established its version of a creative fund. More than fifty million people worldwide consider themselves to be creators, as stated in a report just published on the subject of the creative economy. Creators are not limited to social media networks; nonetheless, those creators who use social media networks contribute to the anticipated $13.8 billion markets centered on influencers.
As the creator economy develops, new marketing approaches will become available to brand owners. On Instagram, YouTube, and TikTok, micro-influencers are benchmarked to have more excellent engagement rates, which provides a chance for smaller firms to build their profile. Micro-influencers often have fewer than 15,000 followers.
4. Companies Create a Plan for Using Social Audio
Although audio has been around for a while, its recent proliferation on social media is novel. Radio broadcasts, audio podcasts, and curated music playlists are all components of an audio strategy. A social audio strategy limits the focus to the platforms that are exclusively audio-based in their functionality.
A social audio platform known as Clubhouse was one of the most significant leaders in this field in 2021. Even though the invite-only requirement was removed and an Android version was made available, Clubhouse's popularity declined. On the other hand, the concept has been adopted by various social networking platforms.
Around the middle of 2021, Facebook began rolling out various new audio capabilities, such as Rooms, podcasts, and Soundbites. These features were also provided to support audio content creators and give them additional tools for their work.
Twitter Spaces was launched to bring in revenue for the company. You can organize essential news broadcasts or dialogues limited to audio like a company. If you want to broaden your marketing channels at a reduced cost, then a feature like Twitter Spaces may be for you. However, a social audio approach is not appropriate for every brand.
5. Livestream Shopping Revolutionizes Online Retailing
The practice of shopping through Livestream on social media is becoming an increasingly well-liked e-commerce trend. The ongoing pandemic merely fueled its rise because traditional shopping wasn't as readily available as it had been in the past.
The gross merchandise value (GMV) of eCommerce live-streaming rose from 4.5% of the overall GMV of online buying in 2017 to a projected 20.3% in 2022 in China. China is a country where Livestream shopping is trendy. It is anticipated that by 2024, live commerce will generate an income of 35 billion dollars in the United States.
Consumers find purchasing through Livestream appealing because it combines the convenience of shopping from home with the more personal experience of interacting with the person live-streaming the experience. According to a survey by McKinsey, the area of clothes and fashion accounted for 35.6% of live streams.
Livestreaming of shopping experiences for end users is something that every major network either offers or is planning to offer shortly.
6. Short-Form Videos are Regarded as More
It should come as no surprise that short-form videos will be a social media trend in 2022, given the meteoric surge in popularity of TikTok and Instagram's announcement that its values video content. There is now a video version of the Stories format available on all major social media platforms, albeit in a somewhat different form.
One study found that 93% of surveyed businesses gained a new customer directly from using social media videos. Another company claims that more than 50% of people who watch videos will watch them all the way through if they are less than one minute long.
To our great fortune, brands have an easier time gaining access to shorter videos than they do to lengthier ones. A significant portion of the appeal that Stories and TikTok videos have for users comes from the fact that they are more genuine and require less production.
7. Consideration of Ecological Impact is Integrated into the Purchasing Process
Research indicated that 28% of Gen Z people were concerned about climate change; this concern is also reflected in their attitudes toward brands. Gen Z is the generation that is leading the charge on this issue. 88% of those who use the internet think that companies should take additional steps to lessen their carbon footprint. The same percentage feels that sustainability should be a common practice for businesses.
Transparency is essential to the conscious consumer who is also skeptical, and they admire brands that are enthusiastic about their principles. If it is not done authentically, you will discover that customers quickly spot greenwashing conducted by corporations, which brings us to our following trend.
8. A Contingency Plan for Social Media Crises is Becoming Increasingly Necessary.
The impact of incidents can quickly spread across social media, leading to communication emergencies that can develop overnight. These scenarios are notorious for having a hectic pace and being challenging to get ready for.
9. Twitter Voice Tweets
Twitter Voice Tweets are a component of the new audio revolution that is taking place on social media. They can be found in your feed alongside regular tweets.
Industry professionals recommend that you incorporate voice and chat audio messaging into your customer care skills to keep up with this change. Because of this, you will be able to engage in vocal communication with customers, which will make your customer service more approachable.
Verbal communication provides enormous advantages for brands in terms of customer service because it is more intimate, can transmit more information through tone, and builds a closer human connection than written communication. Both the brands and their customers stand to benefit from this arrangement.
10. Instagram Reels Might Grow
Late in 2020, Instagram launched a feature called Reels to woo users of Tiktok. This has emerged as one of the most prominent trends on social media in 2022, which may not come as much of a surprise.
On Instagram Mobile, a separate function called Reels gives users the ability to post 15-second clips similar to those found on TikTok. You can choose to publish a reel as either a standard post or a narrative.
Millions of users have started using Instagram Reels, and the feature has the potential to explode in popularity if TikTok is restricted in more countries like India.
On the other hand, Reels is already proving to be successful for companies. Because it can be difficult for brands to make their way onto TikTok, Reels makes it possible for businesses to submit short movies directly to Instagram.
Because of this, businesses now have access to the technology necessary to record and edit videos directly within the Instagram app, dramatically speeding up the process of uploading files to the platform.
As a marketer, you can capitalize on this trend by including Reels in the content you produce daily. You may create short films for Instagram using video templates, although filming and editing videos are typically tricky.
Marketers may also use Reels to share a side of their brand that is more instructive with customers. This may include Reels that:
- Put your stuff on display
- Announce sales
- Answer simple questions regarding items
- Include footage from behind the scenes
- Discuss the happenings inside the office
- Adopt the spirit of a "casual Friday."
Update Your Marketing Strategy
When it comes to marketing, we should always be looking ahead to emerging trends. Although we cannot forecast the next challenge that will go viral on TikTok, we can advise you to think of the network as a marketing medium.
In 2022, social media businesses are investing in various areas, including Livestream shopping, audio content, the creator economy, and more. Take advantage of this opportunity to revise your approach to marketing via social media.