News just in, social media is everywhere! Whichever platform it may be, we’ve almost all got an account that we check daily. In fact, according to Uswitch, the average UK citizen spends up to 6.4 hours a day on the internet. With most of us checking our phone 58 times per day, it’s no shocker we spend a whopping 3 hours and 15 minutes on our mobile devices.
We’re spending 30% more time on our mobiles than we were in 2019. But what exactly are we doing on our phones? Are we watching cat videos, avoiding Nan’s third unfunny meme of the day or looking for our next employment opportunity? Well, it’s a combination of all three, but video content seems to strike the core. In fact, 96% of us upped how much video we watched in 2020, whilst 9 out of 10 social media platforms also desire videos from brands.
Let’s look at how businesses have been catering to this craving and what you can prepare for as we move into the all-new world of social media advertising in 2022. Here’s what we predict will be the most popular trends.
- TikTok will continue to triumph!
To Google ad or to social media ad, that is the question? Would it help your decision if we told you that in 2021, TikTok received more traffic than Google? Yes, you heard right – even on Black Friday, where Google teemed with sales, TikTok still saw more traffic. Impressive, right?
With TikTok, anything is possible; whether you’re trying to grow your reach, advertise to new audiences or retarget your current buyers, TikTok has a titanic range of features to help you achieve your objectives.
If you’re stuck on where to start with your TikTok strategy, catch up with our advertising experts’ bite-size advertising learning session.
2. Audio to blast on upwards
Listen up, podcasts started the audio trend, and now it’s taken the world by audible storm: branded audio content is here, and best believe it’s going to blow up. We all know ‘video is king’, but now we’ve got to grips with video, the spotlight has turned to audio. Live-stream audio content is about to take off, creating another level of connection with your audience. Real time audio content won’t just be limited to music streaming services; we’re sure to see live-stream podcasts become an integrated feature on social media.
It won’t just be influencers and content creators jumping on the bandwagon; everyone wants a slice of the audio pie. We’ve already seen news publications using audio spaces to debate, brief and update us as the Covid-19 pandemic continues to unfurl. And whilst we’re on the topic of audio ads, how could we not mention Sing Your Dialect, a trend on Twitter Spaces that took the world by storm!
Audio content is the up-and-coming diverse sphere anyone can bop along to. Create content, collaborate with others and share ideas; we’ve all been craving more connection, more laughable moments and more information these past couple of years, so let’s get to it and start jamming!
3. Video to stay, Instagram copies TikTok, The sky is blue
OK, I know we literally just said that 2022 is the year for audio, but video won’t fall to the way-side. In 2021, TikTok hit one billion users, rivalling Instagram’s user count. However, with Instagram six years older than TikTok, it just goes to show how quickly TikTok is dominating the social media landscape. And what does TikTok do best? Bingo, video.
Instagram’s goal for 2022 is to double down on video and catch up to TikTok, focusing on Reels and Stories to match TikTok’s offerings. The noteworthy news for advertisers and creators is that Instagram plans to add more tools for monetisation. So if you’re in your Instagram infancy and just starting out on the platform, there are plenty of ways you can make an impact with your content.
4. Native content will be crucial
Native content aims to excite and engage through compelling storytelling. Native advertising means you’ll need to position your adverts so they match the style of the platform you’re advertising on.
So which types of content should you be focusing on this year? Well, the jury’s still out as to whether static content or ephemeral (fleeting) content works best, and the world of social media seems just as unsure.
Instagram plans to focus on ephemeral content this year through Reels and Stories, but how will these translate into clicks and traffic later down the line? With static content, time spent on creative is never a dull moment, as content sticks around for as long as you want it to stick. So for startups and SMEs with limited resources, we recommend static content you can repurpose and recycle time and time again with a sprinkling of ephemeral content to tick that native content box.
5. Social responsibility will be all-important
2021 saw Lush leave social media in a bid to align their products to their ethics and social presence, and we’re keeping an eye out to see if other brands follow suit.
But of course, it doesn’t have to be as extreme as boycotting social media entirely; we’re expecting brands to shout about social responsibility in their strategies for 2022. We expect diversity, transparency, sustainability and equality to feature heavily – and rightly so. Consumers are conscious – they want to know that their products and services are from conscious brands.
Help make strides by creating brand value-driven content. But be warned, not everyone will agree with your stance. That’s the risk you take to engage those who do. On the flip side, don’t be superficial – make sure your brand aligns with the values you put out, otherwise you may lose the trust of your brand advocates.
6. In-app shopping will become frictionless
User experience (UX) is key to improving the interactions users have with a platform, brand or business.
Now, you can even keep your target audience on Instagram, TikTok or LinkedIn while they purchase your products with in-app shopping features. We expect to see more e-commerce features integrated into social media platforms this year, with influencer marketing leading the way. To implement this into your strategy, you’ll likely need to be a Shopify merchant, and we imagine there will be some fees in the future. Want to know more about in-app shopping? Read more here.
7. LinkedIn is going to light up
Have you logged into LinkedIn lately, expecting to see your feed filled with job offers and industry-related information, but instead found discussions, debates and downright funny memes? It’s great!
Once a professional networking platform, LinkedIn has transitioned into a place of discovery, with brands at the forefront. This shift will provide brands with even more opportunities to connect with their audience and continue to develop their personal brand. Additionally, as a channel that doesn’t feature influencers too heavily (at least for the time being), there’s less competition when it comes to getting your ad seen.
You didn’t think we’d leave you in the dark about LinkedIn, did you? We’ve got a whole session covering the advertising dos and don’ts of the platform, which you can check out here.
8. Snapchat has lots in store for CPG brands
A study conducted by Nielsen revealed that Snap ads are effective for CPG (consumer packaged goods) brands in terms of maximising the reach of their products.
CPG brands sell the goods that consumers use regularly and often need to replace – think toilet roll, toothpaste or your favourite salty snack.
So why is Snapchat so good at increasing reach for brands selling these types of products? Snapchat’s lens tool enables users to interact with products and virtually try them before purchasing. Snap ads generated twice the ROI than other channels for CPG brands. Of course, AR campaigns can be a massive investment, but if you’re in the CPG market and want to give your consumers confidence that your products are right for them, AR ads on Snapchat may be the ticket to boosting sales.
So there you have it – our social media advertising predictions for the year ahead. Of course, we’ll be sure to keep you updated with any new developments as the year progresses, but for now, if you’re looking for a marketing team to help revamp your marketing strategy in 2022, get in touch.
