In 2021, more than 72% of Americans used social media, an increase of more than 10 million people from years past. These 240 million users spend an average of two hours on social media, every day. It’s a safe bet that as new platforms emerge, even more people will jump on board.
Most of the social media trends that we expect to see in 2022 are already here. As business owners and marketers, we must continue to adopt these elements in larger numbers to remain top of mind for our target audiences.
The eCommerce Boom
While online shopping within social platforms has been around for a few years, much of its growth has been a reaction to the pandemic. In 2022, it looks to become the heart of a consumer’s shopping experience. The eCommerce path is estimated to increase to more than 100 million shoppers before 2023.
Not surprisingly, Facebook was one of the first social media platforms to make a significant leap into the eCommerce world when the pandemic reared its ugly head. By 2022, their goal is to have shoppable posts, streamline payment processes, and introduce live-stream shopping.
Augmented Reality and Artificial Intelligence
While the term Metaverse is currently more apt for social spoofs, Mark Zuckerberg’s dream combines gaming, social media, entertainment, eCommerce, and work environments into virtual and augmented reality platforms that everyone will use. While Ikea has been using AR for some time, look to see more brands implementing AR and AI into their consumer experience strategies.
The Ascent of Ephemeral Content
With the emergence of Facebook Stories, Instagram Reels and Stories, and Snapchat Stories, the popularity of ephemeral content has increased over the past few years. These “blink or you’ll miss it” tidbits of information and entertainment tease the audience and speak to their fear of missing out (FOMO).
The pandemic also played a role in propelling TikTok to the forefront in user-generated, short-form video content. Like Facebook and Snapchat Stories, TikTok keeps things short and sweet to capitalize on the short attention spans of the masses, with videos ranging from a few seconds to three minutes.
With studies showing that 82% of all online content will be video content by 2022, it’s clear that savvy brands will use this kind of content to keep people coming back for timely and relevant information.
Advances in Algorithms
Updates and changes in algorithms have become a natural part of social media and search engines. The brains behind the platforms are always looking for the best and fastest way to get consumers what they’re looking for, whether they know what they are looking for or not.
Understanding how each platform uses algorithms helps brands create a content marketing strategy that is customized for each social media channel. For example, Facebook’s algorithm prioritized family, friends, and local posts over business content, while Twitter puts the latest news at the forefront, and Instagram is preferential to post engagement and popularity.
TikTok’s algorithm uses three main factors to determine what content appears on your page: user interactions, video information, and device and account settings.
By staying aware of these trends and the competitive landscape, we can help brands build closer relationships with their target audience and earn their trust to grow and thrive in the coming year.
Let us help you build your 2022 Social Media Strategy today.