9 major trends in global social media in 2022
Combining the five key trends listed in Hootsuite's "Global Social Trends Report 2022" and the survey data of more than 18,000 marketers, this article lists the 9 major social media trends in 2022. As e-commerce sellers, hurry up to master the future competitive dynamics!
TikTok will become the most important marketing social network
In the past few years, Instagram has occupied the top spot among all major marketing needs, becoming the social media platform with the fastest growth and the highest return on investment. But now, the situation has reversed.
In September 2021, TikTok has more than 1 billion users, making it the 7th most popular social media platform in the world. Excluding chat-type social media software, TikTok is the fourth most popular online platform after Instagram.
By January 2021, TikTok had only 689 million users. That's an increase of 45% in less than a year.
Even before that, the platform made its biggest jump ever: the global user base grew by 1,157% between 2018 and 2020.
Based on this perspective, Instagram's monthly active users will grow at a rate of just 6% in 2020.
Google search trends show that TikTok has a definite advantage over Instagram.
Last year, TikTok's search demand grew by 173%. However, search demand for Instagram Reels grew by only 22% and the Story segment saw a 33% decline in search demand.
Despite TikTok's rapid growth, most companies are reluctant to invest in the platform. Take Hootsuite's Social Media Trends report, for example.
Only 35 percent of respondents said they plan to expand their investment in TikTok in the next year. Most companies continue to bet on social media network "pioneers" such as Instagram and Facebook.
But there's more to it than that. When respondents were asked which social platform would be most effective in achieving their business goals, 24 percent chose TikTok, a 700 percent increase from 2020.
TikTok has launched several useful business tools in the last two years, including business profiles, ad streams, and a creator economy. This may also be the reason why companies are more optimistic about the economic outlook this year.
If there are still brands that have not yet flocked to TikTok, it's only a matter of time. It is recommended that online businesses not yet on the platform seize the bonus period, catching up early rather than late, exploring TikTok in-depth to get marketing content inspiration, developing the basic prototype of TikTok marketing strategy and expanding the channel matrix in order to open up the winning situation.
Small website, big cost
New research suggests that consumers may be more likely to advertise on channels such as TikTok, Snapchat and Pinterest than on larger social networks in terms of volume.
A study commissioned by Kantar and conducted by TikTok found that consumers perceive TikTok ads to be more effective than ads on other platforms.
A study commissioned by Snapchat and conducted by Nielsen found that ads on Snapchat reached a wider audience than TV ads, generating stronger awareness and purchase intent among consumers.
Pinterest business research shows that ads on Pinterest have a higher ROI and lower conversion rates.
Google search trends also show that demand for ad searches on such sites has been surging over the past two years. And TikTok is leading the way.
The chart above shows that merchants are more likely to place ads on smaller sites.
Smaller volume networks are not as flooded with ads as Facebook and Instagram, so users are less likely to be harassed by ads.
In early 2021, in response to Apple's iOS 14 update, many social media marketers also had to develop diverse advertising strategies. At the time, Apple officially announced an "opt-in ad tracking" option for all users, an update that prevented platforms like Facebook from targeting a large number of users with precise ads and preventing them from being harassed by platform partners.
But most importantly, TikTok, Pinterest, and Snapchat all promote advertisers that focus on "matching" ads to the average user's eco-content. The result is a virtuous advertising presentation that is less disruptive and has a higher conversion rate.
French beauty brand MAKE UP FOREVER launched an infomercial on TikTok as part of a brand awareness campaign. The campaign raked in over 11 million views in France.
Advice for domestic merchants.
- Review your own platform engagement to see if you are underestimating the user potential of Pinterest and Snapchat.
- Study the content posted by other users and try to improve the tone of your brand to fit the target audience atmosphere.
- Compare past eco-content postings and recommend switching to another social media platform for testing if there are no significant marketing results over time.
Social media shopping is popular
In the pre-epidemic period, the opportunities for social media commerce are endless for highly innovative companies. And, with social media consumption habits entrenched and the requirement to work from home, it certainly creates the perfect conditions for the explosive growth of social media shopping.
According to eMarketer, by 2025, social media commerce will be an $80 billion market cap "hot commodity". This is thanks to the same massive growth of the e-commerce industry (the market size grew by 18% in 2020 alone)
Before the outbreak, 81% of consumers were already using social media to discover new brands. Many companies have realized that allowing these users to order products directly from within their social media platforms is the only way to "tap into the trend".
Mobile abandonment rates are high because switching between software or web pages can be cumbersome for users.
Most social networks now have in-app shopping solutions, including live video, and are working to iterate on new features to meet growing user demand. For now, Instagram, Facebook and Pinterest remain the most popular, and the likes of TikTok, Twitter and YouTube are catching up.
Social media commerce may not replace e-commerce anytime soon. The type of business varies depending on the merchant's niche, and it is recommended to think it through before designing a retail experience. We recommend creating a Facebook store or Instagram store and testing Product Pins on Pinterest.
These social media stores have some flexibility in design, so make it as seamless as possible for customers to visually engage with the brand.
Focusing on products that are sought after by the platform's fans and trying to place subscription content or ads with shopping links will help open up the engagement with potential consumers.
Between embargoes, global supply chain disruptions and labor shortages, consumers are asking more demanding questions of businesses than ever before. They are finding it easier to get answers to these questions using social media.
In a Nielsen survey commissioned by Facebook, 64 percent said they prefer to communicate with businesses by text rather than by phone. By 2023, 60 percent of customer service requests will be handled through digital channels, according to Goldner.
Despite rising market demand, many organizations are not yet ready to provide effective customer support through social media.
The Hootsuite 2022 survey revealed that 71 percent of organizations either have not yet started building customer support services or simply have no interest in doing so.
But recent survey data suggests the trend may be shifting. 59% of respondents believe social customer care has increased the value of their organization.
Advice for domestic merchants.
- Consider a social media customer service strategy
- Create web-specific answer templates for frequently asked questions
- Use customer service AI to improve response times
- Hire dedicated customer service agents for social media channels
Vidyard, a video hosting software company, says that 60 percent of all videos posted on the Internet in 2020 will be under two minutes in length.
This data makes sense of the length of videos on social media platforms.
With the introduction of IGTV and Facebook Watch two years ago, many people at the time thought that long videos were the future.
YouTube, known for its long videos, rewarded videos longer than 10 minutes, and Facebook wanted a piece of the same pie.
Companies have been producing "TV shows" for their social platforms. Will Smith even narrated National Geographic's IGTV show, and it seemed Facebook was not only challenging YouTube but also planning to "compete for viewers" with cable networks.
But then TikTok entered North America. In response to the competition, Instagram launched Reels in late 2020, and by the fall of 2021, Instagram had abandoned IGTV and no one was talking about Facebook Watch anymore. Even YouTube, the last long-form video platform on social media, has launched a new format, YouTube Shorts.
Prior to the success of Reels and TikTok, Story (another short-form video format) enjoyed rapid user growth between 2018 and 2020.
Unfortunately, Facebook's Story's 500 million users have not seen growth since the Reels feature was released in 2020. Twitter's Fleet and LinkedIn's Story were also products of attempts to replicate the short-form video format in their quest for growth, but also announced their failure this year.
This indicates that social media users prefer short videos that are entertaining and engaging.
Whatever the reason, the Hootsuite 2022 Social Media Trends Survey shows that merchants also prefer short-form video for business partnerships.
You will outsource (at least partially) your engagement strategy to the creator
The "creator economy" has been around for about a decade. But during the epidemic, the trend gained steam as people found ways to diversify their income.
But we're not just talking about millionaires or YouTube stars. Now, ordinary people can also cash in on their hobbies, create side hustle income, or find freelance solutions to market needs through social media.
"Creators" include both professional, influential marketers and amateur content creators.
By 2021, 50 million people will consider themselves creators of social networks. By 2022, companies are expected to spend $15 billion on online marketing.
In the U.S. alone, 72.5% of marketers are expected to want to implement a netflix marketing strategy by 2022.
Social networks are driving this boom by adding many new native monetization tools, such as:
TikTok creator marketplace
Branded content advertising for Instagram
Facebook's brand partnership manager
YouTube Brand Connect
Twitter paid followers
These tools are all designed to allow content creators to get paid so they can continue to produce value for brands and users on the platform of their choice.
Start placing paid ads
Forty-three percent of respondents said that "declining reach and increasing paid advertising budgets" are their biggest challenges in social media - second only to producing a steady stream of quality platform content.
However, the above findings are for all respondents. Small and medium-sized businesses (SMBs) ranked the decline in organic reach as their number one challenge. Especially on platforms such as Facebook and Instagram, the decline in user reach has been well documented for years. And most SMBs have limited funds to spend on "pay-to-play" strategies.
The epidemic has caused businesses to reduce their ad spending, creating volatility in social media advertising. Companies that continue to advertise at regular rates are complaining about the high saturation of placements but are facing low conversion rates.
In addition, Apple has allowed users to opt out of allowing behavioral tracking by software such as Facebook, which has prompted Facebook advertisers to redesign their ad targeting methods.
In fact, the average user contact rate for Facebook platform content is 5.2%. This means that if a merchant doesn't invest any paid budget in advertising, only 5% of their fans may see the posts that are published.
Of course, it is possible to expand your social media strategy to other platforms, such as TikTok, which can easily help merchants achieve explosive growth. But many merchants don't really want to give up their previously accumulated followers so easily.
Regardless of the current budget, it is recommended that merchants have dedicated operations talent on their social marketing team, and even each member should learn the basics of audience targeting in order to accurately capture the hearts and minds of their users.
Without a social listening strategy, you won't post any content
During the epidemic, many companies were able to remain truthful in their conversations with customers at a time of human health crisis.
But as the epidemic progresses, businesses are increasingly recognizing that listening to the social voice can help them understand their customers' changing preferences and avoid a PR disaster.
The majority of respondents to Hootsuite's 2022 Social Media Trends survey data said that listening to social feedback has really added value for businesses over the past 12 months.
We've also seen a 22% year-over-year increase in Google search demand for keywords such as "social listening" and "social lisntening tools. This indicates that more and more people are looking for what social listening is, or are ready to buy tools for their business.
Social Audio Strategy
Clubhouse, the instant audio social networking software, was launched in April 2020 and soared in popularity earlier this year.
Twitter followed soon after with its social audio platform Spaces, and Facebook is reportedly trying to break into real-time audio platforms as well.
Many social marketing teams, including even Hootsuite, are scrambling to decide whether it's worth investing in a social audio strategy. As the 2022 Social Media Trends Survey shows, most companies believe the initiative will help broaden their growth prospects.
When asked how they plan to invest, their answers were mixed. One of the most popular choices was "as a thought leader or to launch a live audio stream."
The survey found that the intention tends to be for medium to large companies, as well as companies that are already very confident of reaping the rewards of their social media investments (i.e., companies using highly sophisticated social marketing strategies).
Thought leadership may be a great breakthrough for social audio content, as it gives individuals the opportunity to voice their thoughts to the masses, facilitating the building of trust in the brand and connecting directly with potential customers.
But social audio isn't a particularly inexpensive form of content marketing. That's one reason why smaller businesses will be slower to embrace it.
Finally, Clubhouse has stated that advertising will never be a part of its business model.
Whether this is a pro or con for businesses depends on how you look at it. Regardless, the platform not using advertising to cash in means that integrating your brand into Clubhouse will take some imagination.
And the road to ROI will be long and winding, which often includes channeling listeners to the merchant's other social media channels.
Hi, I am Rogers, the webmaster of Woospy, a blog writer and a normal E-commerce businessman. I have been running Amazon and Shopify stores for more than 3 years. During the period of running my own stores, I've been super aware of the exhaustion and helplessness of doing e-commerce business sometimes. This is the main reason why I created Woospy. There are over 300 tools and software I used or knew collected on this site. I believe these tools, software, and tutorials can provide other sellers with a lot of inspiration and improve their efficiency to some extent.
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