7 Unmissable Social Media Trends For 2022
7 social media trends for B2B and B2C marketers in 2022
2021 has pulled on its sleeping cap and is getting ready to retire – and many of us are grateful for it. It’s been certainly been an unpredictable year, as we predicted. But what will come next we wonder?
Now, as we’re looking in all directions guessing what might happen next on social media – it’s important to keep our eyes on something that rarely changes: our strategy. We need a laser focus on our end goal and have a solid marketing plan to get there. Especially when the ocean has been so rocky.
Consider the following predictions as how we see the wind blowing in 2022. Hoist your sails and use them to your advantage – but don’t find yourself miles off course in the coming year.
1. Virtual reality developments
Since 2020 many people have been restricted in their ability to meet up with friends and family. The solution? Virtual reality (VR). Taking Facebook’s lead with the Metaverse, a number of social media platforms will also be developing their VR capabilities moving forward.
So what exactly is the metaverse? This ground-breaking concept uses multiple elements of technology, such as VR and video, which allows consumers the possibility to “live” within a digital universe.
And Facebook isn’t the only one. For instance, Microsoft will also be introducing VR into Teams as a way of creating a virtual meeting room, while Snapchat will use VR to allow users to step into Snap Originals shows and explore scenes.
Now, these developments are finding their way into the world of ELT too. Companies like Immerse are way ahead of the game. Offering VR headsets to use in the classroom, they’re not only helping teachers create more engaging classes, but helping learners reach their language goals.
Are we going to be living in a Matrix-like world in 2022?
Not quite (at least we hope not). But if you think back to how smartphones took over our lives in a very short span of time, you’ll see why this is at the top of our list. Expect RAPID growth of VR tech. It might not change your strategy, but it could change how we deploy social media, ads and drive innovations in experiential marketing.
2. An emphasis on shorter video content
Most social media platforms offer the possibility of creating and sharing videos. While this has increased the amount of video content being published, users are consuming much shorter videos and avoiding longer ones. This is largely due to the rise and influence of TikTok.
According to Vidyard, in 2021 “the majority of videos (60%) are less than 2 minutes long.” Yet, this differs between social channels. For example, they say that “Facebook recommends small businesses try keeping videos to around 15 seconds as much as possible,” and “videos that are an average of 26 seconds receive the most comments on Instagram.”
This trend of keeping videos shorter is catching. YouTube is now introducing YouTube shorts, and even Twitter are working on short story-like videos.
What’s the verdict?
In order to optimise your brand’s video content in 2022, make sure to keep it short and sweet. Rather than giving lengthy explanations for your products or services, get straight to the point to engage your customers.
3. Innovations in e-commerce
A couple of years ago, social e-commerce was gaining momentum as a way for users to buy from their favourite brands while browsing their social media. Although at first it was gimmicky, its use has accelerated rapidly over the last two years. In large part, this is due to the stay-at-home restrictions and a higher demand for online shopping.
eMarketer found that in 2019 the number of social commerce buyers was 63.9 million, which will grow to 96.1 million in 2022. As a result, more social channels are creating seamless and frictionless ways for users to buy while browsing.
While Instagram, Facebook and Pinterest already have ecommerce capabilities, they’re searching for new options to keep up with rising demand. Twitter has now launched its new ecommerce tool called Shop Module. TechCrunch explain that it ‘offers brands, businesses and other retailers the ability to showcase their products to Twitter users directly on the business’ profile.’ Furthermore, TikTok is following the trend too by laying out plans for new ecommerce integrations.
The key takeaway?
It’s important to consider social media commerce as a forward step for your company in the new year.
4. More ads on TikTok, Pinterest and Snapchat
While marketers have been and will continue to focus on investing in advertising for platforms like Facebook, Instagram, YouTube and LinkedIn, there are some new players in the field. In 2022, more investment will go to placing ads on TikTok, Pinterest and Snapchat.
While the first may not surprise you, given that TikTok reached the 1 billion mark for user accounts in September 2021, the other two might! Users across all three of these platforms are growing, which of course interests marketers. What’s more, consumers are beginning to interact more with ads on these platforms.
This is because these networks are encouraging digital creators to design more organic, natural and inspiring advertising content. TikTok are going with the tagline “Don’t make ads, Make TikToks”, Pinterest are saying “Stop Interrupting. Start inspiring” and Snapchat are asking creators to “Become a part of Snapchatters’ everyday conversations.”
What’s your next step?
Of course, if you’re a B2B brand, your clientele aren’t likely to be on these platforms. However, the main message to take is that companies are aiming to produce more creative and interactive ads that consumers are likely to be receptive to.
Make sure to follow their lead when creating your ads in the new year!
5. Awareness of the IoS update
Unfortunately (for marketers), Apple’s infamous iOS Update allows users to stop targeted ads from tracking them. As a result, much of the advertising content put out on social media is not reaching the right customers.
One example of this is Facebook’s marketing technique of using Lookalike Audiences. Put simply, a Look Audience “is a way your ads can reach new people who are likely to be interested in your business because they share similar characteristics to your existing customers.”
Yet, since more people are choosing to block these sorts of targeted ads, they’re proving to be less effective.
What’s the solution for 2022?
The best way to get around the iOS opt-out is by targeting your audience with more authentic and inspiring content. Make sure you’re putting more effort into your content creation, by using great visuals, short videos, and engaging and informative captions. Furthermore, use appropriate hashtags that are more likely to funnel the types of consumers you want.
If you need a helping hand with this, your best bet is to find a good content creator!
6. More interaction with established communities
Now more than ever before, individuals are interacting with communities on social media. Whether it’s for business skills on LinkedIn, cookery videos on YouTube, book clubs on Facebook or plant lovers on TikTok – these communities are thriving and flourishing.
This is good news for marketers. Rather than having to start from scratch and build up your brand’s own community, you can tap into an already vibrant community. People are moving away from the big influencers and turning towards smaller, more authentic spaces on social media.
And the view for 2022?
In order to succeed, focus on positioning yourself within these established communities. In this way, you can connect with new audiences and pick up new clients.
7. Customer care and service improvements
As a result of the upheaval and uncertainty of the last year, more customers have needed to contact brands to ask questions. From supply to logistics, there has been a surge in customer queries. Yet, the way in which they prefer to communicate is changing.
Rather than picking up the phone to get in touch, Gartner found that 60% of customer requests will be managed digitally over the coming year. While this is much more immediate, convenient and efficient for both you and your customers, many companies don’t yet have this system in place.
Our top takeaway?
We recommend that in 2022, you work on creating an effective customer support tool via social media. It’ll help you help your customers – which will hopefully convert to more business!
Social media trends in 2022
If you’re interested in developing your social media channels in the coming year, then you’re in the right place. Simply get in touch with us to find out how we can help you make sure you stay up-to-date with new trends and reap the rewards.