During the last two years, we have now spotted a shift in one of the simplest ways producers put it up for sale their products or services on social media. 

And, as social media popularity continues to expand — we reached over 3.7 billion social media users globally in 2021 — producers aren’t merely wondering how they’re going to have interaction large social media audiences next year. They’re moreover asking, “What social media characteristics should I expect in this many times changing landscape?”

To learn further about what producers will also be anticipating in 2022 and previous, HubSpot’s Blog surveyed over 1,000 promoting and advertising and marketing execs to learn which characteristics B2B and B2C firms will leverage in 2022. Additionally, I spoke with social media pros and dug by the use of HubSpot and Talkwalker’s 2022 Social Media Trends Report to find unique perspectives on the upcoming year. 

Underneath, I’ve compiled ten skilled or research-backed characteristics social media marketers should watch and leverage in 2022. Let’s dive in. 

Characteristics to Watch in 2022

1. TikTok will dominate the social media space.

All through the pandemic, I began paying attention to about one new commonality among most of my colleagues and buddies: TikTok. 

TikTok has spotted undeniably fast growth. In fact, the period of time ‘TikTok’ spotted a 61% increase in mentions year-over-year all over the beginning of 2021, and was once the principle non-Facebook app to achieve 3 million global downloads. 

With fast growth, it’s easy to suppose this can be a passing fad — then again that doesn’t seem to be the case proper right here. HubSpot’s social body of workers believes TikTok supplies unique choices to have interaction straight away with customers, and major brands such as the NBA and Dunkin’ are leveraging the app to achieve new audiences. 

Additionally, Ben Jeffries, CEO of Influencer.com, says that “in 2020, TikTok was once the world’s most downloaded app and with an increasing number of customers choosing to use the creative and humorous recreational platform, producers are waking up to the danger to clutch a brand spanking new audience and showcase their brand persona.”

Jeffries supplies, “This popularity has moreover impressed the additional established social media platforms, along side Instagram and YouTube, to experiment with new content material subject material paperwork that can grab the attention of the TikTok generation.”

Other social media firms have used TikTok’s popularity as inspiration to change their own platform’s choices. For instance, Instagram employed TikTok lookalike features in its own version, referred to as Reels, and Reddit just announced a similar short-form video feature on its own platform. 

Elena Melnikova, CMO at Talkwalker, knowledgeable me, “When the pandemic harassed us online, social media transform our lifeline — for purchasing groceries, conversation, and artwork. Searching for recreational, TikTok transform the go-to channel. It made us smile. It made us snicker. It relieved the boredom of being stuck at space. We have been prepared to sign up for the get together.

Melnikova supplies, “Lockdown supercharged TikTok. Having grown so briefly, producers can’t come up with the money for to put out of your mind concerning the platform’s conceivable. With an audience dominated by way of Millennials and Gen Z — tech-savvy generations, no longer simple innovation, creativity, personalization, and transparency — TikTok will have the same opinion connect producers to a younger, further creative demographic.”

In 2022, we’re going to continue to seem the upward thrust of TikTok as further producers uncover how they are able to leverage the app’s popularity to magnify brand awareness and succeed in new audiences. Additionally, we’re going to look at TikTok’s ripple influence on the social media landscape at-large, as other platforms alter their choices to magnify emphasis on short-form, “snackable” content material subject material.

2. Attaining new audiences will transform the #1 social media function for corporations. 

In 2021, HubSpot’s Blog Research found out the principle objectives of utmost marketers’ social media strategies have been: 

• Selling products/services (35%)
• Increasing brand awareness/attaining new audiences (34%)
• Increasing source of revenue/product sales (34%)

*(Make a selection up to 3.)

On the other hand, 76% of marketers say their objectives will change in 2022. 

As we enter 2022, most marketers primary objectives include: 

• Increasing brand awareness/attaining new audiences (39%)
• Fostering relationships with shoppers/increasing brand loyalty (33%)
• Improving buyer enhance and retention (32%)

All through the pandemic, most customers needed to shift to an online-first purchasing enjoy. 

As we head into 2022, then, it’s sensible that producers are taking into account how they are able to succeed in new audiences by the use of social media, foster deeper relationships with present audiences, and give a boost to buyer enhance to verify long-term purchaser loyalty. 

To increase your social media presence, it’s necessary you stay energetic and loyal for your posting, leverage characteristics and buzzy content material subject material, and invest in high quality creative property. 

Additionally, to foster deeper relationships along side your present audiences, you’ll want to have interaction along side your lovers by the use of interactive parts very similar to polls, Q&As, and reside motion pictures. 

3. Firms will make further trustworthy social media hires. 

Social media is an undeniably tricky methodology for your online business. 

And social media is not just for brand awareness, each. It is usually an effective tool for generating source of revenue. In fact, 79% of people say that user-generated content on social media significantly impacts their purchasing choices.

Which is why you’ll see further companies making trustworthy social media hires in 2022, relatively than tasking a busy promoting and advertising and marketing body of workers with social media as a side undertaking. 

As Founder and CEO of Jotform, Aytekin Tank, knowledgeable me, “One large development for social media promoting and advertising and marketing in 2022 is to make a faithful hire. Firms frequently prepare social media by way of committee or move it off to a promoting and advertising and marketing generalist. On the other hand the problem is when social media isn’t prioritized, organizations fail to see the danger to optimize platforms and turn them into source of revenue generators.”

“A faithful social media hire can transparent up this problem and have the same opinion organizations expand platforms, keep tabs on social analytics, be part of industry-specific conversations, experiment with new platforms and characteristics, and additional — all of which contributes to a stronger brand and additional leads for your company. We now have accomplished it at Jotform, and it’s value it.”

When you’ve got no longer already, consider hiring a social media community manager to build and have interaction along side your online audiences. The ones managers are the tone, voice, and conversations behind your brand — so it’s value it if your audience is eager to have interaction along side your brand by the use of social media. 

4. Augmented Fact will transform customers’ most popular technique to try-on products and interact with producers.

Augmented Fact (AR) has been spherical for a few years now, and it’s becoming increasingly more not unusual for brands to use AR to allow customers’ to test products forward of achieve. 

AR has showed environment friendly for a {industry}’ bottom line, as neatly. In fact, AR can give a boost to click-through fees to shop for by way of upwards of 33%.

Carolina Arguelles Navas, Snap Inc.’s Head of AR Product Methodology and Product Promoting and advertising and marketing, knowledgeable me she believes augmented fact (AR) will transform customers’ most popular risk when attempting on products in 2022.  

As Navas puts it, “For producers, AR is basically probably the most personal manner to achieve other people and is simpler at the usage of results compared to other types of selling and promoting and advertising and marketing.”

Navas says, “We now have spotted pastime and engagement with AR explode all the way through the remaining two years, and have over 200 million Snapchatters horny with augmented fact every day. The craze is correct right here to stay, and it is only going to continue emerging.”

When you assume AR is usually a excellent have compatibility for your brand, Snapchat is an effective platform to test it — the social platform reaches over 90% of 13-24 year olds, and over 75% of 13-34 year olds in the U.S., along side on the subject of surely one in all each two smartphone shoppers, so this can be a excellent choice to get your products in front of a large audience. 

5. Firms inside the B2B space will build up their investments in Instagram and Twitter.

Instagram and Twitter aren’t new to the social scene, then again many marketers are nevertheless seeing will build up in ROI all through each and every. 

For instance, Twitter reached almost 200 million monetizable daily active users in Q3 of 2020, up 29% YoY. 

Instagram, then again, professional a on the subject of 14% jump between 2019 and 2020 in its shoppers’ time spent on the app, to an average of 30 minutes in keeping with day. This was once higher engagement growth than all other social platforms.

As Twitter and Instagram continue to achieve success, we’re going to peer further marketers invest in each and every platforms in 2022. HubSpot’s Blog found out 70% of selling execs plan to take a position further carefully in Twitter in 2022, and 63% plan to take a position further carefully in Instagram. 

In 2022, consider where chances are high that you’ll build up your own investments to look out further ROI from the platform(s) which will also be already serving your audiences.

6. Influencer promoting and advertising and marketing will mature in 2022.

The pandemic surely speeded up the upward thrust of “unfiltered” (or a lot much less scripted) content material subject material, along with “regularly influencers” — very similar to micro-influencers and nano-influencers.

Many people trusted influencers more than brands all over the pandemic. Which is why influencer promoting and advertising and marketing is a strong street to find in 2022. 

When asked which development she’s gazing in 2022, HubSpot’s Senior Manager of Social Media Kelly Hendrickson knowledgeable me, “I’m gazing the upper and adapting use of influencers in 2022. The continued upward push of influencers in spaces like TikTok, where producers have had a harder time putting in themselves, are ripe for content material subject material partnerships.”

As alignment between social media and e-commerce strengthens, we’re going to peer further influencer partnerships used to increase firms’ product sales. 

On the other hand, it’ll be very important in 2022 to align with the influencers that profit from sense for your brand. This may most likely include influencers with probably smaller then again further engaged audiences, along with influencers who specialize in further house of pastime topics that profit from sense for your brand. 

Gaurav Sharma, founder and CEO of Attrock, supplies, “To see great results, you’ll be capable of run an impact-oriented influencer promoting and advertising and marketing advertising and marketing marketing campaign with 10-30 micro-influencers for a minimum of 6-Twelve months. When you get it right kind, it’s very important skyrocket your online business growth briefly.”

“[And] to get a greater ROI on social media promoting and advertising and marketing, I’d recommend marketers leverage influencer marketing platforms to collaborate with the micro-influencers.”

7. Social selling will transform further subtle. 

As Google plans to phase out cookie tracking by 2023, you’ll begin to see “the death of the third party cookie” happen inside the upcoming year — which means that that many marketers will want to pivot their present strategies as social selling evolves. 

Fortunately, there are lots of extraordinarily environment friendly selling alternatives that don’t require third-party cookies. To name a few: Shopper-generated content material subject material, focused and personalized commercials all through social media platforms, electronic mail promoting and advertising and marketing, and search engine retargeting campaigns. 

Somewhat than using third-party cookies to stipulate your selling playbook, this can be a excellent choice to enlarge a data-driven methodology using metrics to grasp your shoppers’ interests and preferences on a deeper and additional personal level.

8. Firms will invest in further long-form and short-form content material subject material, along with reside audio chat rooms. 

It’s no surprise that video is an increasingly more usual format all through social channels, in particular with the upward thrust of video-focused platforms like TikTok. 

The HubSpot Blog found out 64% of marketers plan to leverage further short-form motion pictures in 2022. Snackable content has been showed environment friendly, so the ones short-form motion pictures could be brief, horny, digestible pieces of content material subject material that span all through social channels. 

Additionally, 89% of marketers who leverage long-form motion pictures plan to increase their investment or continue investing the same quantity in 2022, in step with HubSpot Blog Research.

All of which is to say: When you’ve got no longer already invested in brief or long-form video, try testing each and every as we enter the new year to get to the bottom of which risk your audience prefers. 

Additionally, kind of a part of marketers plan to take a position further in live audio chat rooms such as Clubhouse or Twitter Spaces in 2022. 

Imagine how chances are high that you’ll leverage variety types of content material subject material in 2022. Previous visual parts like motion pictures and posts, check out out audio content material subject material to seem if there’s an pastime from your buyer character. 

9. Social selling requires will expand.

Over the previous couple of years, social platforms have worked hard to create native purchasing groceries evaluations so shoppers should buy products without ever leaving their web sites.

Imagine, for example, Instagram’s Shoppable Stories, where you’ll be capable of tap on a product decal to shop for without leaving the app. 

Other platforms have invested in native selling to verify a further seamless enjoy for patrons. TikTok, for example, created an advertising format called Spark Ads, which allows producers to boost the profile of present herbal content material subject material.

As we enter 2022, we’re going to peer further producers leverage social selling to achieve shoppers on each instance — and anyplace — they can store for. If your shoppers choose purchasing your products from Instagram, why no longer let them? 

10. Customers will crave snackable content material subject material.

In 2020, we spotted the upward thrust of TikTok and Instagram Reels, persevered engagement on Stories content material subject material from Facebook, Instagram, and Snapchat, and kinds rising other short-form or “snackable” pieces of content to show customers about their brand. 

As social media attention spans continue to shrink and additional other people scroll ceaselessly by the use of feeds while bored at space, don’t expect snackable content material subject material to lose steam anytime briefly. 

To learn further about four types of snackable content your brand should leverage next year, check out this handy put up. 

Which Characteristics are Dropping Steam?

Now that we have got coated a few characteristics that can take off in 2022, let’s uncover a few characteristics that seem to be losing steam. 

1. Ephemeral Content material subject material

HubSpot Blog Research found out that 67% of B2B and 41% of B2C marketers say they’re going to stop using ephemeral content (i.e. disappearing content material subject material, very similar to Instagram Stories) in 2022. 

It’s tricky to create high quality, horny content material subject material, so some marketers would in all probability to find it isn’t surely well worth the effort to create content material subject material that can disappear in 24 hours. Within the match you to find your ROI isn’t best enough for ephemeral content material subject material, consider testing out longer-term varieties of content material subject material, like motion pictures or posts. 

2. Interviews and Skilled Discussions

Finally, HubSpot Blog Research found out 48% of B2B and 56% of B2C marketers say they’re going to stop carrying out interviews, podcasts, or skilled discussions. 

Interviews, podcasts, {and professional} discussions can be extraordinarily environment friendly for increasing brand awareness or attaining new audiences — then again it’s also time-consuming, and it can be tricky to track metrics related to product sales.

Some marketers may have decided that the cost for production wasn’t value it for their firms, in particular if their specific audience isn’t involved in paying attention to long-form audio content material subject material. 

Starting a podcast makes a lot of sense for some producers, then again others would in all probability to find upper ROI with other promoting and advertising and marketing strategies, very similar to video or electronic mail promoting and advertising and marketing. Ultimately, you’ll want to do what could be very best possible for your audience. 

Capitalize on 2022 Social Media Promoting and advertising and marketing Characteristics

Now that we have got coated one of the crucial the most important most up to date social media characteristics you’ll see in 2022, let’s recap steps you’ll be capable of take to leverage the ones characteristics to boost your own social job. 

Listed here are a few steps your social body of workers can take to leverage the ones characteristics, attract new audiences, and assemble a larger following:

• Leverage video on each instance imaginable. Other people love video right now, in particular reside video content material subject material, which feels in particular distinctive. Check out out reside video channels like IGTV or Facebook Are living to seem how they convey out. 
• Create relatable content material subject material. Don’t be afraid to show a definite aspect to your brand. Highlight purchaser stories; speak about your company’s higher mission or serve as; give us a ‘day inside the life’ of surely one in all your body of workers. Go beyond your product or service to create a deeper connection along side your audience.
• Use a conversational tone. Create social media captions like you might be speaking to a pal. In truth, you’ll want to stick with your brand’s voice, then again fiddle with how chances are high that you’ll discuss along side your audience by the use of social channels. Imagine asking your lovers questions or telling stories to increase engagement levels. 
• Use design parts for snackable content material subject material. Check out out memes, gifs, fast motion pictures, rapid quizzes, fun infographics, and lots of others. to decide how chances are high that you’ll attract, and adhere, an audience’s attention even supposing they’re scrolling briefly by the use of their feeds. 
• Prime quality over quantity. No want to put up once a day. Audiences appreciate top of the range over quantity — consider how chances are high that you’ll organize a agenda so you might be without end posting content material subject material then again no longer overposting. Use analytics to get to the bottom of the best cadence for your private brand. 

Finally, consider exploring new or unexpected social platforms to achieve new audiences.

As HubSpot’s Senior Manager of Brand Social Kelly Hendrickson knowledgeable me, “I expect we’re going to peer producers further exploring channels outside of the pay-to-play kingpins: Facebook and Instagram. With ongoing public scrutiny, an extended outage, and better fear spherical data privacy in terms of Facebook, producers would in all probability turn to channels that their audience trusts — channels like Reddit, Pinterest, and Discord.”

Navigating Social Media in 2022

Lately, the world spherical us is many times changing. And, although we think everyone knows what to expect with social media, this file of characteristics is almost definitely no longer exhaustive of what we’re going to peer in 2022.

As a social media marketer, the best issue you’ll be capable of do is to continue to investigate characteristics, online consumer behaviors, and your body of workers’s social media data to get to the bottom of which characteristics or the right way to lean into or learn how to navigate outstanding online eventualities. 

One just right spot to start doing this find out about could be our HubSpot and Talkwalker’s recent Social Media Characteristics Report.

Together with insights and quotes from social media pros, our Social Media Characteristics Report walks by the use of all the number one 2022 development predictions to know about, and the best way your brand can keep up. To see the loose file, click here or the banner underneath.

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