It’s no secret that social media is a powerful marketing tool. What may surprise you, however, is the rate at which it’s evolving. In just a few short years, we’ve seen major changes in the way brands use social media to reach their target audiences. To stay ahead of the curve, social media marketers need to be aware of the latest trends.
Below, I’ve compiled ten expert or research-backed trends social media marketers should watch and leverage in 2022.
1- Ephemeral content will continue to be popular
Ephemeral content, otherwise known as disappearing content, rose to popularity on social media a few years ago and it’s showing no signs of slowing down. In fact, according to a report from eMarketer, 64.0% of US internet users ages 14 and older say they are more likely to watch a live video than read a blog post.
There are a few reasons for the popularity of ephemeral content. First, it’s timely and relevant- users are more likely to watch a live video that’s happening in real-time than one that was recorded days or weeks ago. Second, it’s personal and intimate- users feel like they’re getting a behind-the-scenes look at a brand or product. And finally, it’s authentic and unedited- users appreciate the rawness of live video.
As a social media marketer, you can leverage the popularity of ephemeral content by incorporating more live videos into your strategy. You can also use the power of user-generated content to build trust with potential customers. And, finally, you can take advantage of new features and platforms as they launch.
2- Social media will become more visual
As social media platforms continue to evolve, we’re seeing a shift from text-based content to more visual content. This is largely due to the fact that users are more likely to engage with and remember visuals than they are with text. In fact, according to HubSpot, posts with images get 94% more views than those without.
To take advantage of this trend, social media marketers need to focus on creating more visually appealing content. This can include anything from infographics and videos to images and gifs.
3- Social media marketing is going to be more targeted
As social media platforms become more crowded, brands are finding it difficult to cut through the noise and reach their target audiences. As a result, we’re seeing a shift from mass marketing to more targeted or personalized messages.
One way to personalize your messages is to segment your audience and create different content for each segment. For example, if you’re selling running shoes, you might create one message for competitive runners and another for casual runners. Or, if you’re a travel brand, you might create separate messages for families, solo travelers, and business travelers.
Another way to target your audience is to use social media advertising. Advertising on social media platforms allows you to target users by their location, age, gender, interests, and more.
By using targeted messages and social media advertising, you can ensure that your content is being seen by the people who are most likely to convert.
4- Influencer marketing will become more important
Over the past few years, we’ve seen a surge in the popularity of influencer marketing. And, as social media platforms become more crowded, influencer marketing is only going to become more important.
Influencer marketing is a form of word-of-mouth marketing that involves working with individuals who have a large following on social media. These influencers can help promote your brand or product to their followers in a way that feels organic and authentic.
To find influencers to work with, you can use an influencer marketing platform like Julius or Upfluence. Or, you can search for relevant hashtags on social media platforms like Instagram and Twitter. For example, if you’re a travel brand, you might search for #travelinfluencer or #wanderlust.
By working with influencers, you can reach a larger audience and build trust with potential customers.
5- Augmented reality will become more popular
Augmented reality (AR) is a technology that overlays digital content in the real world. We’re already seeing AR being used in a few social media apps, like Snapchat and Instagram.
As AR technology becomes more advanced, we can expect to see it being used in more social media apps and for more purposes. For example, we might see AR being used to try on clothes or makeup, preview furniture in your home, or explore a destination before you travel there.
6- Social media platforms will continue to launch new features
Social media platforms are always launching new features, and 2022 will be no different. Some of the new features we might see include:
- New ways to shop on social media: We might see social media platforms launching new features that make it easier to buy products or services directly from the platform. For example, Instagram has already launched a feature that allows users to book appointments with businesses directly from their profiles.
- More AR features: As mentioned above, we can expect to see social media platforms launch more AR features in 2022.
- Better live-streaming capabilities: Live streaming is a popular way to connect with an audience in real time, and we can expect social media platforms to continue to invest in this feature. For example, Facebook has already launched a live streaming service for businesses called Facebook Live.
7- Social media will become more interactive
In recent years, we’ve seen social media platforms launch features that make them more interactive and engaging. For example, Instagram launched Stories in 2016, which allows users to post photos and videos that disappear after 24 hours. Since then, Instagram has also launched several other interactive features like polls, quizzes, and AR filters.
We can expect to see social media platforms continue to launch new features that make them more interactive in 2022. This will create more opportunities for brands to engage with their audiences and promote their products or services.
By staying up-to-date on the latest trends, you can ensure that your social media marketing strategy is effective and engaging. What trends are you excited about for 2022? Let me know in the comments below.