Social media is a proven way for marketers to reach and engage their customers. However, social media requires marketers to not only be creative in terms of asset ideation and creation, but also stay on top of what’s working and what’s not.
So, it’s safe to say that a social media marketing strategy is rarely the same from year to year. As each quarter and year passes by, marketers must explore and analyse new trends keep tabs on and take advantage of.
What works at a certain time of the year, for example, may not be quite as effective as a different time of the year. Also, given that people have lower attention spans than ever, it is important for marketers to continue to evolve their content to best engage their audience.
This is incredibly exciting for marketers. No two days are the same, and that is exactly why they chose such a profession in the first place.
With these points in mind, here are five key social media trends to keep an eye out for in 2022:
According to a State of Video Marketing infographic by Social Media Today, 83% of people claimed that video increases the time a user spends on a page. Also, 85% of people said that they would like to see more video content from businesses.
This represents a great opportunity for social media marketers. Video not only helps grab attention, but can keep it, especially if they can bring out an emotional response from the viewer.
Key tip: Have a strong understanding of what is important to your target audience and develop videos to suit. These videos could be tips on a certain topic or content that makes people laugh. It all depends on your brand and customer.
While video is very popular, it does not mean that long-winded videos are a good idea for social media platforms such as Facebook, Instagram and Twitter. In fact, Instagram has introduced reels to compete with social phenomenon Tiktok.
According to the infographic, 69% of respondents prefer to watch short videos.
Of course, if you have meatier content you’d like to share with your audience — and you know they’re interested — you can always link to a longer version on YouTube.
Short, sharp videos that tell a story can work brilliantly for engagement. With more brands and bloggers working hard for organic reach, using video to engage your audience increases the likelihood of appearing in their feed time and again.
Stories are a great way to engage your audience. They are less intrusive, and if your page is in touch with your audience’s needs, they are more likely to view your story.
Better, this enables another touchpoint between your brand and your audience.
The COVID-19 pandemic has seen social media platforms become a popular destination for shopping. The numbers suggest that there is a huge opportunity for brands to tap into social buying:
- Number of social commerce buyers has increased by 25.2% in the US.
- Number of social commerce buyers is expected to cross 100 million by 2023.
- In 2020, 18% of US consumers clicked a “buy” button on social media, up from 13% in 2019.
Channels such as Instagram are brilliant for brands looking to tap into this opportunity. In fact, as many as 70% of consumers look to discover a product on Instagram.
Social influencers aren’t new. However, they are very much here to stay.
People are after bite-sized content — especially in the form of video — and they spend more time on social media than ever before. In 2020, users spent 145 minutes per day on average on social, an increase of one hour from 2012.
So, work with influencers where you can — especially those with engaged followers. Even better, continue to build your own brand as an influential figure where your consumers are present.
Be sure to pick the right platform for your brand and audience, and execute a strategy to suit.