In 2021, more than 72% of Americans used social media – an increase of over 10 million people. Those 240 million users spend an average of two hours and seven minutes on social media every day. It’s safe to say that as new platforms and features continue to emerge, even more people will be stepping on board.
Most of the social media trends we expect to see in 2022 are already here, as existing trends continue to accelerate in 2022 and marketers continue to embrace these elements in greater numbers.
The boom in social e-commerce
While online shopping on social platforms has been around for a few years, much of its growth has been in response to the pandemic. In 2022, it aims to become the heart of the consumer’s shopping experience, as it is on the way to grow to over 100 million buyers before 2023.
Unsurprisingly, Facebook was one of the first social media platforms to make a significant leap in the world of e-commerce when the pandemic began. With Facebook and Instagram stores, they seamlessly created a way for retailers to connect with potential consumers. By 2022, their goal is to have purchasable publications, streamline checkout processes, and introduce direct shopping.
Augmented reality and artificial intelligence
While the term Metaverse was first coined in a 1992 science fiction novel titled Snow accident, the end goal of the current iteration is to create an entirely new virtual world. Mark Zuckerberg’s Metaverse dream combines games, social media, entertainment, e-commerce and work environments into virtual and augmented reality platforms that everyone will use.
Facebook isn’t the first to use AR and AI, however. Several brands have used AR for some time to help shoppers choose new products. Consider Ikea, which used AR to help consumers place virtual furniture in their own homes before they buy. Maybelline uses similar technology with its makeup studio, which allows users to try on makeup before making a purchase.
The rise of ephemeral content
With the emergence of Facebook Stories, Instagram Reels and Stories, and Snapchat Stories, the popularity of ephemeral content has grown exponentially over the past few years. This âblink or you’ll miss itâ news and entertainment teases audiences and speaks to their fear of missing out (FOMO) quality content. Additionally, Twitter and LinkedIn recently jumped on the bandwagon with their 24-hour version of content to grab the attention of consumers.
The pandemic has also played a role in propelling TikTok to the forefront of user-generated creatives. abbreviated video content. Of course, YouTube has been around for ages compared to the relatively new platform, but the main selling point behind TikTok is the length of the videos. Like Facebook and Snapchat Stories, TikTok keeps things short and sweet to capitalize on the masses’ short attention spans, with videos ranging from seconds to three minutes at most.
With numerous studies showing that 82% of all online content will be video content by 2022, it’s clear that savvy brands will use this type of content to keep people coming back for timely and relevant information for the foreseeable future.
Increased focus on micro-influencers
While this is indeed not a new trend, influencers are still expected to remain an essential marketing tactic in 2022. However, brands continue to recognize the power behind smaller followers rather than mega-influencers and celebrities. Rather than breaking the bank to bring in a celebrity or the most prominent model to get their point across, they find that most consumers respond to someone they can relate to.
Thus, brands continue to look to micro-influencers (10,000 to 100,000 subscribers) that outperform their âmore popularâ counterparts with higher engagement rates, more loyal subscribers, and more cost effective.
Changes in algorithms
Updates and algorithm changes have become a natural part of social media and search engines. The brains behind platforms are always looking for the fastest, most efficient way to deliver what consumers are looking for, whether they know they are looking for it or not.
Each social media platform places more weight on different factors in determining what content is displayed. For example, Facebook’s algorithm prioritizes family, friends, and local posts over professional content, while Twitter puts the latest news first, and Instagram prioritizes engagement and post popularity.
TikTok’s smart algorithm uses three main algorithmic factors to determine what content appears on a subscriber’s For You page: user interactions, video information, and device and account settings.
By understanding how each platform uses algorithms, brands can create a personalized content marketing strategy for each. One benefit that social media platforms hope to introduce in the coming years is the ability to turn algorithms on and off while scrolling, allowing consumers to experience a wider variety of products and services than they might otherwise have. seen otherwise.
Staying on top of these trends and the competitive landscape will help brands build closer relationships with their target audiences and gain their trust to grow and prosper over the coming year.