Here we go again. Social network managers are blinking and poking their heads out from behind their screens to take the temperature off the field. We’ve got strategies to plan and only one question burning in our minds: what social networking trends will change the game in 2022? Will TikTok be more popular than Instagram? Is natural interaction better? Is it necessary to hold a live audio chat once a week?
Working in an industry that is constantly metamorphosing is not always easy. But don’t worry, we’re here to save you some late nights because we have answers. We’ve looked at the 5 key trends outlined in our Social Media Trends 2022 Report, along with data from our survey of over 18,000 marketers, to bring you this list of 3 social media trends that will dominate the industry in 2022. They’ll probably even change the way you work. So, without further ado, let’s dive into this blog and learn about some of the latest marketing trends.
1. TikTok will become the most important social network for marketing
Instagram has held the top spot in the hearts of most social marketers over the past few years. It was the fastest growing, showed the highest returns on investment (depending on your industry), and (as a bonus) was pretty fun to use. But that’s changing. TikTok surpassed 1 billion users in September 2021. That makes it the 7th most popular social network in the world. If you exclude messaging networks, TikTok is the 4th most popular social network after Instagram.
Why is there so much hype? Well, as of January 2021, it only had 689 million users. This represents a 45% increase in less than a year. And this is after its biggest growth spike: a 1,157% increase in its global user base between 2018 and 2020. To put that in perspective, Instagram’s monthly active users grew by 6% in 2020. Even more interesting, trends for Google searches show that TikTok completely dominates Instagram’s small video content.
2. Shoppers expect to buy your products directly from social networks
Before the pandemic, social commerce was a brand new opportunity for the most innovative companies (mattress brands, eyewear competitors- basically, you had to present yourself as a competitor before letting your customers buy on social networks). But the increase in social media consumption combined with remote working has created the perfect conditions for an explosion of social media shopping. And this trend is not going away.
eMarketer predicts that commerce on social networks will reach $80 billion by 2025. It’s riding on the coattails of equally impressive growth in e-commerce (an 18% increase in 2020 alone). 81% of shoppers were already using social networks to discover new brands and research products before the pandemic. Many companies realized that it made sense to let these users shop with the same app.
After all, browsing a website represents an extra step and, therefore, an extra potential leak in your conversion funnel, especially on mobile, where cart abandonment rates are high. Most social networks now offer integrated shopping solutions, including live video, and are trying to provide new features to meet the growing demand. But Instagram, Facebook, and Pinterest are the most popular. And TikTok, Twitter, and YouTube are not far behind.
3. No one will want to talk to your brand on the phone
Between lockdowns, global supply chain slowdowns, and labor shortages, consumers had more pressing questions for businesses than ever before. And they’ve found that they can get answers to those questions more easily by using social networks. In a Nielsen survey commissioned by Facebook, 64 percent of respondents said they would rather send a message than call a business. And according to Gartner, 60% of all customer service requests will be handled through digital channels by 2023.
Despite growing demand, many companies are unable to provide effective customer service on social networks today. Hootsuite’s 2022 Customer Service Survey tells us that 71% of organizations have not yet begun to invest in social customer service or even plan to do so. But the most recent data from our Social Trends survey suggests that the tide may be turning. 59% of respondents agree that social customer service has increased in value for their organization.
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