As we begin to wrap up 2021 and put together to say goodbye to one other yr, it’s time to begin trying ahead to 2022 and what the brand new yr might need in retailer. Trying to predict the world of social media is a thankless process due to the fixed evolution of the platforms, and the velocity of the trade. Add to that the affect of the broader social setting and it turns into mission unattainable – nobody predicted the pandemic and its affect on the meteoric rise of TikTok.
While nobody is aware of for sure what 2022 has in retailer, we are able to use our greatest judgement on how the market has advanced over the previous yr or so. With that in thoughts, listed here are 5 social media marketing trends it’s best to begin to put together for in 2022.
1. Social promoting will evolve
With Google planning to part out third get together cookies by 2023, manufacturers will begin adapting their social promoting over the following yr in the construct up to the dying of cookies. There are fortunately quite a lot of promoting choices that don’t depend on third get together cookies so all is just not misplaced, it’s only a case of tremendous tuning your exercise accordingly. Social platforms nonetheless present entrepreneurs with the chance to goal customers with personalised adverts, after which there are issues similar to e-mail marketing and search engine retargeting.
Of course, third get together cookies have all the time been an important a part of any technique, however this does present an excellent alternative to actually get caught into the info. Get to know your viewers higher by diving into metrics round pursuits and preferences and you’ll begin to perceive your prospects on a private stage.
2. The continued rise of TikTok
If you’ve managed to get by means of 2021 with out venturing into the world of TikTok I can solely congratulate you. The platform has exploded over the previous yr so its progress doesn’t look like slowing any time quickly. In September this yr, TikTok celebrated hitting 1 billion month-to-month lively customers, making it the seventh largest social platform, and in case you take away messaging apps (WhatsApp, Facebook (*5*), Wechat), the 4th largest.
However, regardless of the large progress, manufacturers have usually been reluctant to make investments in the platform, probably due to considerations about its longevity. When TikTok first hit the mainstream there was no approach of telling whether or not it will be a flash in the pan or whether or not it will begin to dominate like it’s as we speak. This does nonetheless present manufacturers with the chance to get forward of the competitors whereas they proceed to stick with the previous reliables.
TikTok doesn’t seem to be slowing down into 2022 and in case you haven’t thought of making it a part of your marketing technique, now’s the time to.
3. More in-platform purchases
Social commerce has seen a big progress in latest years, as soon as once more largely thanks to the pandemic, and it’s now at a stage the place it’s virtually anticipated by prospects. With prospects being compelled to keep at residence there was a higher demand for the chance to make purchases in other ways.
From a conversion perspective, having the chance to make a purchase order straight after discovering the product on social media is a no brainer. Making potential prospects navigate to an internet site is simply an additional step the place they’ve the chance to fall out of the conversion funnel.
Social media has all the time been an excellent discovery device for manufacturers, however it now wants to work laborious and grow to be a part of the buying course of. If you promote merchandise on-line in any respect, it’s price organising a store on Facebook, Instagram or Pinterest.
4. Influencers are the important thing to success
The variety of influencers/creators on-line has boomed through the pandemic with folks trying for various sources of earnings and one thing to fill their spare time. These creators received’t be on the identical stage as the large influencers with hundreds of thousands of followers, however anybody who creates content material for social media.
Over 50 million folks in the world contemplate themself a social media ‘creator’ in some sense, making it a profitable space for manufacturers. As a end result, social media platforms have been responding to this progress with varied options that assist manufacturers and content material creators work collectively. The addition of instruments similar to Instagram’s Branded Content Ads, YouTube Brand Connect, TikTok’s Creator Marketplace and rather more simply present how vital platforms are contemplating their creators.
If influencer marketing isn’t a part of your social media technique in the mean time it’s best to actually contemplate it. Consider trying previous the normal ‘influencers’ and have interaction with the smaller creators, who whereas they might not have the largest follower, will usually work together together with your model extra authentically.
5. Short kind content material is king
It shouldn’t come as a shock that brief participating content material that immediately grabs your consideration is essential on social media, this has all the time been the case. However, that is turning into extra excessive with shorter kind content material dominating the world of on-line video. This once more is probably going a results of the expansion of TikTok. Originally the platform solely allowed 15 second movies to be uploaded. This has modified over time and the utmost size is now 3 minutes, however shorter movies nonetheless dominate the area.
A couple of years in the past all of us thought lengthy kind video content material was the best way ahead with the likes of Facebook Watch and IGTV, however truthfully, what number of occasions are you able to say you’ve engaged with this content material. Since TikTok’s arrival, different social media networks have adopted go well with with the likes of Instagram Reels, YouTube Shorts and the continued progress of tales on Instagram and Facebook (let’s simply faux Fleets and LinkedIn Stories weren’t a factor).
Video content material ought to already be part of your social media technique, however are you investing in 10 minute movies that nobody is watching? Consider slicing down the content material and specializing in brief and candy movies which can be extremely participating.