Here we are ! This period of the year when social network specialists think about their strategy for the next 12 months … If 2021 has been rich in events, between the brands that have adapted to the post-pandemic context, the Facebook scandals, the arrival Clubhouse… 2022 promises to be just as intense with trends that combine inclusiveness, metaverse, remuneration and decentralization.
Focus on the 10 main social media trends that await you this year!
1. Social media ads: the solution to survive the end of cookies
The end of cookies is scheduled for 2023! The protection of the personal data of Internet users being at the center of its concerns, Google wants to give up these “spy cookies”. Worried that this will affect your marketing campaigns? The solution may lie in social media ads .
Why ? Because social networks are very good at collecting information about their users.
This first-party data is then broken down into thousands of targeting criteria that help you reach an audience similar to your current customers.
Even though companies like Apple limit the possibilities for tracking, you can still:
- Configure audiences with a profile similar to your prospects, using targeting criteria
- Configure audiences with a profile similar to your Facebook and / or Instagram subscribers
- Target users who engage with your Facebook or Instagram content
- Launch retargeting on your newsletter subscribers
- Re-engage visitors to your website who have accepted cookies
The marketing potential of social media ads is still very strong and could help you do well in 2022!
2. More investment in “secondary” platforms
For its part, the ads on Snapchat generate greater purchase intention.
Regarding Pinterest, the social network offers a higher ROI and lower conversion costs than other platforms.
What explains such performance compared to the behemoths Facebook, Instagram or even LinkedIn? Two things :
- The advertising clutter of other platforms tends to tire Internet users. These social networks are saturated with ads, so much so that users now know how to spot them… and ignore them.
- The more creative format of TikTok, Pinterest and Snapchat ads allows brands to innovate by diversifying ad formats. Branded effects, sponsored hashtags, enriched pins, deep links, geofencing … These ads offer refreshing options for businesses… and users! The latter do not (yet) experience weariness towards these formats and engage in them more easily.
In 2022, try to get out of “traditional” social networks to broaden your advertising strategy to these platforms, which are still not very competitive, and whose success is increasing day by day!
3. The decentralization of social networks
The Covid has changed the habits of socialization and relations between consumers, but also exchanges with brands.
To this end, the latter promote dialogue between their clients and with them, by creating their own discussion spaces. A strategy that makes it possible to:
- Getting closer to customers by adopting a more human approach
- Collect data to feed their strategies and improve their marketing campaigns
- Respond to the end of cookies by collecting data indirectly
- Improve the identification and distribution of user-generated content
Many brands are now launching their own internal social networks, as well as forums and chat tools. This technique promotes the feeling of belonging of their audience.
The online payment service, Venmo, is already following this trend. It has a platform for its users to chat and build relationships. The goal is for them to use the service to pay for all their purchases, but also to send money to friends or family.
This community, outside traditional channels, has given a boost to its communication on social networks. Each tweet from Venmo generates responses, the vast majority of them positive, and promotes interaction between users.
In the example below, the service encourages its members to send $ 0.01 with a heart to their friends, on the occasion of World Compliment Day:
Result: the tweet generates 160 RT and 1,174 likes. Many users confirm that they have played the game, with a screenshot showing:
The proof that bringing together its users, on internal media, boost engagement and also benefit the brand’s other marketing channels.
4. Post-pandemic content formats
Since the repeated confinements, video and audio have been on the rise!
Even though video is an ongoing trend , it should not be forgotten in 2022.
More interactive and more engaging, audio experienced a first boom thanks to connected speakers, before developing thanks to Clubhouse. Based exclusively on audio, this platform popularized podcasting and encouraged other social networks to introduce new features.
For example, Twitter deployed Spaces to host audio chat rooms. Facebook, for its part, wants to offer an ephemeral and live audio format. We can imagine that platforms like Instagram, Snapchat or TikTok will also ride the podcast wave. We will therefore have to watch this trend in 2022!
The advantages of audio? Provide a new opportunity to build community around your brand and educate your customers on social media.
5. Metaverse, the future of social networks
The metavers are defined as parallel virtual worlds, combining social networks, video games and e-commerce. It represents the buzzword of the end of 2021 thanks to the Facebook announcement:
Suffice to say that 2022 risks giving pride of place to this new technology! If your business already has virtual dressing rooms, organizes online meet-ups or uses Augmented Reality filters , you can easily offer your own “meta” universe and distribute it on social networks.
Facebook will surely be the forerunner of many innovations in this area. We will therefore have to closely follow Mark Zuckerberg’s announcements in the coming months …
6. The advent of Generation N
Generation N (Novel) is a psychographic group made up of hyper-connected customers and consumers who have gone digital as a result of COVID-19.
Very important, this emerging customer segment is not only focused on digital. It is defined by strong emotional markers such as stress, fear and the consequences of a global pandemic.
An Accenture report highlights the importance of emotion in these new types of consumers:
- 64% are afraid for their own health
- 82% fear the health of others
- 64% are concerned about the impact on their job security
- 88% worry about the impact on the economy
To appeal to these “new consumers”, you need to introduce these emotions into your social media posts. However, be careful not to be too negative or alarmist, at the risk of scaring your prospects and customers.
Prefer benevolence and marketing to nostalgia , to generate hope in your community.
7. Social media marketing under the sign of benevolence
Following the emergence of trends like body-positive, Norway passed a law that requires influencers to explicitly report retouched images. Given the impact of social networks on the mental health of users, it can be expected that this regulation will be taken up in other countries.
Far from being bad news, this regulation represents an opportunity to positively impact your subscribers. Many fashion and beauty brands have already embraced this trend (and not just in their influencing strategy!).
For example, lingerie and swimwear brand, Princesse Tam Tam, has stopped editing photos it posts on social media. She also values her clients, by allowing them to pose for the brand, in a simple and natural way. A relevant way to get closer to her clients and show that she understands their needs:
You can also follow this trend by focusing on inclusiveness. It is part of our marketing predictions for 2022 and it has its place on social networks!
For example, the luxury brand Gucci is one of the precursors of this trend, since in 2020, it launched the “Unconventional beauty” campaign, represented by a model with Down’s syndrome. A first in the luxury sector!
8. Video productions via smartphones
Content formats like Instagram Reels , YouTube Shorts, or TikTok videos work very well. However, they do not require professional equipment… Should this be seen as an opportunity for brands with a limited budget ? Yes, clearly!
This content produced via smartphone has humanized business communication. So, if you haven’t taken the plunge yet, 2022 is the perfect time to take advantage of these formats to show your brand from another angle.
9. Facebook and Twitter in Patreon mode
Been to Patreon ? Dedicated to content creators, the platform allows you to offer a monthly subscription to your fans. This allows creators to be paid for their work.
It turns out that Facebook announced “Subscriptions”. A function very similar to Patreon, since users subscribe to a creator. In exchange for a monthly payment, they participate in reserved lives, join a closed group, have access to exclusive content or obtain special discounts.
Twitter, for its part, announces a tip box and the Super Follow feature. They will also allow creators to provide exclusive content for regular funding. The social network is even thinking of integrating the regulation via NFT.
What does this imply ? Brands will be able to create a sort of fan club or an academy. These tools will aim to offer unprecedented discounts, invitations to private sales and exclusive information to their community.
In the case of a B2B business, the academy can be used to provide training or unique educational content that will help customers make better use of the products / services being sold.
10. Local social marketing
The pandemic has revealed users more inclined to consume locally and to purchase from neighborhood shops.
In 2022, brands will have to adapt their strategies accordingly. Geographic location criteria will be heavily used in organic ads and posts.
If you have stores or branches, remember to work well on the communication for each of them. Develop a local strategy adapted to each market to improve your sales. To do this, consider:
- Work on city or region hashtags
- Create pages for each store / branch
- Geolocate publications
- Promote your local partners
- Call on local influencers
Practices on social networks are constantly evolving. To stay ahead of the competition, anticipate these trends and refine your strategy now!