It’s a tried-and-tested joke, but the only thing in social media is that it doesn’t stand still.
A few years ago, no one would have predicted the return of QR codes or the meteoric rise of TikTok. In 2021, Apptopia noted that TikTok was the most downloaded app on both iOS and Android devices and is predicted to overtake Facebook and Instagram.
As a knowledgeable marketer, it helps to keep track of what’s happening in the industry so that trends don’t surprise you too much.
That’s why we have compiled a list of social media trends to watch in 2022.
1. TikTok continues to grow
While the app may not see the same growth seen in 2020, it doesn’t look like it will slow down anytime soon. TikTok reached 1 billion monthly active users in September 2021. The company is also investing in growing its advertising platform to make it easier for brands and businesses to build a presence on the network.
Some TikTok stats that stand out include:
- 69% of US teens are on TikTok
- 90% of users log in every day
- TikTok users spend an average of 89 minutes per day on the app
Additionally, the company claimed that 47% of users have “purchased something they saw on TikTok” and 67% “agree that TikTok motivated them to make a purchase even when they didn’t want to do so.” “
Given this growth and usage, it would be wise for businesses to take a closer look at TikTok, especially if they serve a younger audience. Learn more about how to use TikTok for your business and how its trends can impact your social strategy.
2. Brands invest more in social commerce
Social commerce is when you buy and sell products or services directly from a social media platform. All major social networks have invested in social commerce and this trend predicts that they will continue to do so.
According to research conducted by The Harris Poll on behalf of Sprout Social, 73% of businesses are already participating in social commerce, while 79% expect to do so in the next three years. Due to this trend, Sprout added dedicated integrations with Shopify and Facebook Shops. That way, you’ll be able to tag products from your store without leaving Sprout.
Insider Intelligence predicts that social commerce will continue to grow over the next few years. In 2022, it estimates that there will be 97.2 million social commerce buyers in the US, which is 38.2% of Internet users.
Data from Sprout also shows that 80% of surveyed consumers are more likely to shop socially because of brand familiarity. This is a huge percentage to pay attention to.
You can take advantage of this trend by seeing how consumers discover products through social commerce. Check out some great examples of brands doing this right, and take a look at how to design your own social commerce strategy.
3. Producer economy matures
The creators are having a big moment.
YouTube, Snapchat, Instagram and TikTok all invested in their own versions of the Creator Fund. According to a recent report on the maker economy, more than 50 million people worldwide consider themselves to be makers. Creators are not limited to social media networks, but those who use social media contribute to the expected $13.8 billion influencer industry.
With the maturity of the producer economy, more strategies become available to brands. Micro-influencers with less than 15k followers are benchmarked for high engagement rates on Instagram, YouTube, and TikTok, giving smaller brands the opportunity to grow their presence.
To get started on this trend, learn how to incorporate creators into your content strategy.
4. Brands Develop a Social Audio Strategy
Audio is nothing new but it has a presence on social media. An audio strategy includes everything from radio to podcasts to music playlists. A social audio strategy limits this to platforms that have audio-only features.
Clubhouse, a social audio platform, was one of the biggest leaders in this field in 2021. Despite removing the invitation-only requirement and releasing an Android version, Clubhouse fell out of popularity. However, the idea has been incorporated into other social media platforms.
In mid-2021, Facebook introduced a slew of audio features like Rooms, Podcasts, and Soundbites. These features were also released to support audio creators and provide them with more tools for their content.
Twitter created Twitter Space with plans to monetize it. As a brand, you can host audio-only discussions or stream important news. A social audio strategy isn’t for every brand, but if you’re looking to expand your marketing channels at a low cost, a feature like Twitter Spaces may be for you.
5. Livestream Shopping Transforms Ecommerce
One ecommerce trend that is growing in popularity is livestream purchases on social media. The ongoing pandemic only fueled its growth as brick-and-mortar shopping was not as available as before.
In China, where livestream shopping is incredibly popular, the gross merchandise value (GMV) of ecommerce live-streaming grew from 4.5% of the GMV of total online shopping in 2017 to an estimated 20.3% in 2022. In the US, live commerce revenue is expected to triple by 2024, reaching $35 billion.
Livestream shopping is appealing to consumers as it incorporates the personal environment of the person doing the live-streaming with the ease of shopping from home. A McKinsey report showed that 35.6% of the livestreams were in the apparel and fashion category.
All major networks already have or have plans to include livestream purchases for consumers. If you haven’t already set it up, learn more about how to use shoppable content in your social media marketing strategy.
6. More importance is given to short-form videos
With the rise in popularity of TikTok and Instagram announcing its importance to video, it is no surprise that short-form videos are a social media trend in 2022. The video format of Stories is now present on all major social media platforms in some form or the other. ,
One study found that 93% of brands surveyed found a new customer because of a social media video, and another company says more than half of the video viewers will watch to the end if it’s less than a minute long.
Thankfully, short-form videos are more readily available than longer brands. The authentic and under-production nature of Stories and TikTok videos is part of the greater appeal to consumers.
To get more involved in short-form video, explore five tips on how to create Instagram videos and how to set up your own video marketing strategy.
7. Sustainability Becomes Part of the Purchase Decision
Sustainability and climate change are becoming major influencers in purchasing decisions that affect social commerce.
One study, mainly led by Gen Z, found that 28% of Gen Z adults were concerned about climate change, which is also reflected in their attitudes towards brands. 89 percent of Internet users believe that brands should do more to reduce their carbon impact and 88% believe that sustainability should be a standard business practice.
Conscious but skeptical consumers value transparency and brands that are passionate about their values. If not actually done, you’ll find that consumers are quick to identify corporate greenwashing, which leads to our next trend.
8. Social Media Crisis Planning Is A Growing Need
Incidents on social media can escalate rapidly, creating an overnight crisis communication situation. These situations are often fast-paced and difficult to prepare for.
In 2022, the need for social media risk management and mitigation will increase – i.e. public relations and social teams need to form a unified front. Whether it’s negative product feedback, site closures, going viral for the wrong reasons or a real-world tragedy, it’s important that brands build effective corporate communication strategies with social at the center.
Brands can keep their eyes and ears open to any potential crisis with social listening and actively use real-time responses to shape communication around sensitive topics.
Update your marketing strategy
The start of the year is a big one for marketers. In addition to looking at the past year and evaluating strategies, it is also a time to examine the upcoming trends. We cannot predict the next viral challenge on TikTok, but we can ask you to consider the network as a marketing channel. In 2022, social media companies are investing in livestream purchases, audio content, the creator economy, and more. Use this time to update your social media marketing strategy.
8 Posts Social Media Trends to See in 2022 First appeared on Sprout Social.
