TikTok will take over social media.
It is no surprise that TikTok is considered to be a trend entering 2022 since the short-video platform has quickly become one of the most popular apps among younger audiences. Its popularity increased after the pandemic lockdown of 2020 when people spent more time indoors.
The app showed a 61% increase in mentions during the first half of 2021, reaching 3 billion global downloads. (Talkwalker, 2021). This increase in popularity is mainly due to the diversity and authenticity of its content. On TikTok, anyone can be a content creator or trendsetter by contributing humorous or irreverent short videos. (thegamedial)
Brands need to get creative with the content they share on TikTok, while also telling stories that people are interested in because this app is not going anywhere.
Social ads will be developed.
By now you may know, Google is working on phasing out cookie tracking by 2023 and this will directly affect advertising and companies that heavily rely on profiting from privacy-invasive data collection.
This, combined with the fact that people and brands stayed online due to the global pandemic, social ads are more popular than ever and will continue to grow in popularity. Paid social and email marketing will become increasingly important next year since brands will need to implement tactics to develop a more direct relationship with their customers.
To remain on-trend, brands must focus on interactive content, with moments of surprise and emotion to meet the demands of their target audiences.
Social selling.
The customer´s journey has changed due to social adjustments in the last two years, and companies are looking to make the journey easier for buyers. Moving into 2022, brands should reevaluate the purchasing paths they offer, and consider taking advantage of the opportunities that different platforms allow (shopping features from Instagram, stories, and more).
Although the ultimate goal is to close sales, it is important to get the consumer’s attention and keep it. To do so, brands need to think outside the box and get creative. You can do this through livestreams, where consumers get to interact and even purchase products immediately.
Ultimately, every content creation strategy is different for every brand, so get to know your audience, get personal and simplify your online processes.
Content changing to align to consumer needs.
Like we mentioned before, people had to stay home during the pandemic, so an increase in the usage of social media platforms increased all over the world. In order to remain visible to their audiences, brands should communicate in local and detailed terms, which means they need to target specific audiences based on what is relevant to them.
Users expect companies to provide tailored experiences across the customer journey. People want stories shaped for them, with the information they want and in the style they like. Targeting a way for users to interact with you is important, so you know exactly what they want, which will also increase your engagement.
Audio content is growing in popularity, so brands should consider incorporating it in their strategy, while understanding which platforms help tell an authentic brand story. It is equally important to remain cohesive across different channels.
In summary, brands need to offer a broader catalog of experiences to meet a broader range of lifestyles. This will be achieved through listening to their customer´s needs.
Influencer marketing will continue to grow.
The Influencer Marketing Hub’s 2021 survey reported 67% of respondents are using Instagram for influencer marketing. The popularity of influencer marketing comes from people wanting “unfiltered” or unscripted content, especially coming from everyday people.
Influencer marketing is shifting to being more collaborative. Brands align with relevant content creators and developing relationships with them. To engage in effective influencer marketing, look for more relatable influencers, who are usually small influencers that have a high amount of power over their audience.
Social media decentralization.
Consumers don´t see brands as a company; they see them as a connection. People expect not only a service but a way to interact, communicate and engage with brands. These interactions can happen on social media platforms or a third-party-controlled site.
However, for 2022 a lot of brands will take the initiative and keep the conversation on their own platforms or apps. This enables brands to better shape the conversations happening around them, but it is also useful to gather valuable data and insights from their community.
Virtual reality and Metaverses.
In today´s world, more and more people crave increasingly immersive experiences, and they are getting it through virtual worlds. This is mainly seen today in the gaming industry, but this doesn´t mean that it won´t expand into other industries as well.
An opportunity that virtual and augmented reality offers is reducing potential issues and barriers brands may have when trying to reach a consumer. With VR, users can see products at their real size without having to go to a physical store.
Brands acting on social issues.
Corporate social responsibility (CSR) has been an important topic in the last few years. In 2022 brands need to focus on their commitment to CSR by listening and acting on the social issues that matter most to their audience.
Making a one-time donation or making promises to help a specific social issue is not enough for consumers. They prefer brands that take initiative to foster connections with their audience and bring people together.
Becoming socially conscious, inclusive, and aware is almost a must in 2022. This can only happen by researching and putting effort and time into genuinely engaging with your audience on the issues that they care about the most.
As you can see, consumers need to be the focus of every piece of content and tactic that your brands put into action. You need to listen to them and what they need and want, aligning every piece of your strategy so that it is cohesive and valuable to them.
At Miss Ink, we can help with your digital marketing. Whether is content creation, SEO, social media ads, or more, we are happy to help you and your business. Give us a call at (305) 537-6465 or fill out this form to get started on your digital marketing journey.
Resource: Hubspot, Talkwalker (2021) “2022 Social Media Trends, How to drive success in the accelerated age of ´now´consumer”.
