It is not something new to emphasise that trends in social media are always changing. Knowing how to adapt your marketing strategy to these trends will help you connect with your customers and explore new business opportunities. In this post, we will review the most important trends for 2022 and help you find techniques to adapt them to your small business.
The most used platforms
With the coming of age of some of Generation Z, Facebook is losing more and more power. The consumption of Facebook by the new generations is merely practical. Especially with so many websites using Facebook login to speed up the login process.
Generation Z has a special preference for micro-video platforms like TikTok or Instagram. Since 2019, more people between the ages of 16 and 24 have visited Instagram more than Facebook.
While Millennials and Baby Boomers use the networks to find news, Generation Z mainly uses them to find content and stay up to date with trends.
TikTok continues to grow unstoppably! Since 2020 the number of consumers who use TikTok outside of China has grown by 32%, which comes from Baby Boomers and Gen X. TikTok is a Platform that exists mostly to find inspiration, be it creative or self-knowledge guides. These two content trends make two completely different generations feel connected on this social network. As a small business, you must make sure that you show your customers extra content that they will not find on your website. Aim for fun videos or more inspirational and lifestyle content, it all depends on the type of audience you want to reach.
Brands that connect with their community
Building a community of voracious customers around your product is every brand’s dream. But the most successful brand communities you see online have been built over time by global brands with tons of resources. And while social media allows any online business to gain a following, that doesn’t automatically translate into a truly engaged and active community. In 2022, the key to getting real communities that love your company is in the hands of content creators.
The smartest brands in 2022 will leverage creator communities to learn more from their customers and build affinity. This is where the figure of micro-influencers is important. Social media users look to social media for authenticity and brands they can relate to. It is important that when you do your search for influencers you manage to find those who connect with their audience and do not saturate them with empty advertising.
Social ads
Creativity is now the key when preparing your social media ads. It’s been predicted that by 2022, marketers will spend a lot more money on banner ads, but to stand out, they’ll have to work harder at creating ads that are tailored to each social network. Creativity on top of marketing.
Where and how should you spend your money? The leading channels of investment by marketers continue to be Instagram, Facebook, YouTube and LinkedIn. But where it becomes interesting to invest is in new, more dynamic channels and, above all, much more directors in dialogue with your audience. Tiktok, Pinterest and Snapchat have warned their sales of ads about last year.
Why should you invest more in networks that normally have not been a priority? The answer is simple, consumers are saturated with social ads. In 2022, social advertising will be organic and adapted to platforms. In addition, the figures speak for themselves, these new channels offer a more direct and real scope with your audience.
The consumption habit has changed over the years and more people use social networks to discover new products. 60% of Gen Z’ers use Instagram to discover new brands and products. 71% of small businesses are looking to sell on social media.
Social media has become a virtual mall of sorts, right in the palm of our hands. We can browse products, find inspiration, and purchase within a few clicks. As a result, platforms have begun to introduce new social commerce tools.
The incorporation of new platforms in digital ads has also changed the way these ads are created. TikTok’s whole brand-facing wing operates on the tagline “Don’t make ads. Make TikToks.” Pinterest’s call to action for advertisers is “Stop interrupting. Start inspiring.” And Snapchat encourages advertisers to “Become a part of Snapchatters’ everyday conversations.” Simply put, no one wants their experience on any social network interrupted by ads from brands that are as boring and self-serving. Brands that advertise successfully on these networks understand that audience mindset is key.
Customer service in social networks
The lockdowns and changes that the industry has been experiencing in recent years have made customer services find new channels. Marketers have been taking on more responsibility for managing the influx of customer service inquiries.
Order delays, whether due to a lack of workers or supplies, have caused many consumers to use social networks to have a quick, convenient, and effective response to their needs. 64% of people said they now prefer to text rather than call a business. The pressure for small and medium-sized businesses to adapt across as many digital customer service channels as possible has been enormous. Social media has increasingly become a vital customer service channel.
In 2022 more companies will be adapting their customer service on social networks. Knowing how to combine social marketing with social attention will help make your company position itself in this evolving world of marketing. In other words, offer a shopping experience that is linked to your values as a company and that offers your customers a personalized advice service that will not only make them discover new products but also build loyalty with your business.
Short-form videos are valued more
TikTok has changed the way we consume social networks. More and more users prefer short videos for information or just for entertainment. The adaptation to short videos by Instagram has helped to increase this trend. There’s been a 20% increase in the number of Instagram users engaging with this feature since 2020.
In short videos, creativity is once again essential. Consumers on these channels are far more likely to use social media for creative inspiration and favour brands that offer this, so editing tools like TikTok’s Stitch or Instagram’s Remix feature are good resources to draw on.
Sustainability becomes part of the purchase decision
The new generations are increasingly concerned about the effects of climate change. In their purchase decision making, they consider the companies that are associated with sustainability values.
The purchase of ecological products is increasing and the sale of companies that are associated with these values. For example, recyclable packaging or also service companies that adapt their offices to a much more sustainable model.
Social Audio Will Become More Popular
More than 74% of businesses have indicated in a study carried out by Hootsuite that they will start investing in audio-only content in 2022. The same study indicates that live streaming audio will also increase next year.
At this stage, the trend has not yet caught the attention of smaller businesses, especially considering that it’s not the most affordable form of content marketing. It might only be an audio clip, but there’s still a lot of time and expertise that go into creating audio content.
With these insights, you understand which social platforms to use to reach your target customers. Now you must think about how to adapt these trends to your business, keeping in mind that the key in each of these trends is personalization and creativity. Find your voice on each of these platforms and offer extra content on each of them. We will be here to help you in this adaptation or to continue discovering more trends.