You may remember our blog post on the 5 Key Social Media Trends to Watch in 2021. Repeated periods of lockdown for over a year have increased social media usage. As a result, brands have had to adjust to user behaviours.
Once again, the user experience will have to be at the core of marketing campaigns on social networks. Which strategies can we expect to see in the coming year?
Here are 5 of the main trends that caught our attention.
TikTok, more important than ever
We had mentioned it last year: the TikTok app has gained a lot of popularity since 2020. By surpassing 1 billion users worldwide in September 2021, TikTok has become the 7th most popular social network and, excluding messaging, is now the 4th most popular network after Facebook, YouTube and Instagram.
In addition, according to Google Search Trends, short TikTok videos now outperform Instagram Stories and Reels. TikTok is now expected to gain so much ground that it will become the most important network for marketing campaigns.
Although companies were initially reluctant to join TikTok, they are now becoming more and more familiar with this social network, which is now a must, especially since it has evolved from a relatively young audience to a vast pool of adult users. We have also noted a clear growth in the number of users aged over 35. TikTok is more than just entertainment, it has become a valuable marketing tool.
Short or ephemeral video content
Yes, video content is still popular! It keeps attracting more interest than static publications. When used in marketing campaigns, it increases reach, impressions as well as engagement.
However, there is now a marked shift towards short or ephemeral content as it doesn't require as much attention or focus as a long-form video. Along with the growing popularity of TikTok and its short videos, Reels on Instagram and now even on Facebook, 2022 is set to see the continued proliferation of short video content.
Increased use of user-generated content
Internet users are opting to share content from people they trust, whether it's micro-influencers or loved ones. This trend will continue to grow in 2022.
With this in mind, organizations will continue to work with content creators and incorporate user-generated content into their publications and marketing campaigns. The use of user-generated images especially increases the conversion rate.
In addition, in 2022, brands will rely more on pre-existing communities and content creators who have some affinity with their products or services. Engagement is the key!
Social commerce is on the rise
The months of lockdown have resulted in a significant increase in online shopping. This trend that started in 2020 will solidify in 2022 with the growth of social commerce.
Indeed, an increasing number of companies are turning to social networks as a virtual storefront and the younger generations are now relying on social media to find brands rather than using search engines.
At the same time, consumers have come to expect to purchase products directly on social networks, through an integrated purchase option. This eliminates intermediaries and extra steps.
Customer service is paramount
More than ever, customer service must also be at the core of online strategies.
Gone are the days of making phone calls and waiting for sleepy music; consumers want to talk to someone on the other end of the keyboard. In a Nielsen Media Research survey conducted for Facebook, 64% of respondents said they would rather send a message than contact a business by phone.
Is your company ready to face the challenges of 2022 and its social networking trends? Contact us to plan the next steps of your communication or marketing campaign.