As we begin preparing to wrap up the year that 2021 has been, it’s now time to look forward to a brand new year and what it has in store for us. One thing that has evolved over the last year is social media marketing and relevant trends. Social media platforms gained popularity and opened a huge untapped marketing domain for brands.
The 7th Annual State of Marketing report by Salesforce reveals that 91 percent of marketing organizations now rely on social media marketing. But, trying to predict what the world of social media has in store for us is futile since the platforms are evolving as we saw with the evolution of Facebook Inc. into Metaverse and its plan for digital space.
Add to this the impact of the wide social environment and it becomes impossible to predict the world of social media. While it’s impossible, one can study the evolution trajectory over the past year or so and rely on their best judgment. Moreover, one can also hire a social media marketing company to do all the heavy lifting. These companies specialize in predicting trends to prepare marketing strategies.
Knowing what trends are expected to trend in the coming year gives you an element of advantage and you’ll know what to ask of a digital marketing agency. Here are the top five social media marketing trends that are expected to boom in 2022.
Untapped Market of Tiktok
With more than a billion monthly active users, TikTok is now a global phenomenon. The growth of the platform doesn’t seem like it will slow down anytime soon. If you’re thinking that the platform is only meant for Gen Z and hip brands, you couldn’t be farther from the truth. Moreover, the platform is available in more than 150 countries, which means brands have access to a huge market.
TikTok is sure to play a huge role in 2022 when it comes to helping brands and people reach their target audience. When TikTok became mainstream, it was uncertain whether the platform would be a small wonder or start to dominate like it is today. Today, TikTok is huge and brands will benefit a lot by making it a part of their marketing strategy.
TikTok announced its ‘TikTok for Business’ platform last year, which serves as a one-stop marketing solutions hub for bands. The platform offers some of the most powerful marketing tools to brands to reach their huge user base. These include TopView (an ad that appears on app launch), brand takeovers, in-feed videos, hashtag challenges, and branded effects or filters.
Social Selling Will Be the Hot Trend
Metaverse has been bullish on social selling. This is evident with all three of its social media platforms – Facebook, Instagram, and WhatsApp now offering e-commerce tools. This means that brands can now sell their products from their social pages, which is a huge progression for brands. According to a report, over 50 percent of respondents have purchased directly from a social media page at least once.
Thanks to the social media boom during the pandemic, there was a huge demand for alternative purchase options. And from a conversion point of view, the ability to be able to purchase a product after seeing them on a social media page is a no-brainer. This eliminates the extra step of navigating to the brand website and further streamlines the conversion funnel. In 2022, brands will need to not only treat social media platforms as a discovery tool but also make them part of the whole selling process.
Influencer Marketing Will Continue to Thrive
Influencer marketing is not a new concept but it’s evolving. The prime example of this is the fact that consumers no longer get swayed by celebrity endorsements. In fact, according to an ExpertVoice Consumer Trust Panel report, only 4 percent of consumers are likely to make a purchase based on celebrity endorsement alone. Instead, consumers prefer influencer content that highlights the brand’s value and explains how to get the best out of a certain product or service.
The report reveals that influencers who offer honest recommendations enjoy the most engagement. In 2022, brands should focus on personable micro-influencers to generate meaningful engagement. With tools like Instagram Branded Content Ads, TikTok’s Creator Marketplace, and YouTube Brand Connect, it’s now easier than before to get onboard the influencer marketing wagon. If it’s not already a part of your social media strategy, the new year is the right time to consider it.
User-Generated Content Will Be The Key
User-generated content is one of the most effective social media marketing tools that any brand can ask for. A consumer is more likely to place more trust in content posted by fellow users like themselves than the content created by the brand itself. This applies to all sorts of user-generated content from product reviews to peer recommendations.
Unlike online text reviews and testimonials —which can easily be faked—content created by users for their social handles immediately establishes authenticity. Genuine user-generated content is more likely to make potential customers place their trust in your brand.
Therefore, in 2022 brands should focus on finding or soliciting quality user-generated content. This will not only boost engagement but also provide a memorable experience to consumers. The only trick is to make sure that the user-generated content meets the standard of your brand so that you can showcase them on your page. Lastly, allow your audience to be authentic in the way they create the said content.
These are some of the underrated but highly effective social media marketing trends that brands should get on board in the new year 2022. Apart from these, trends like short video marketing, social advertising, and AR will be the trend to watch out for.