• Alice Violet

It's That Time of Year: 4 Predicted Social Media Marketing Trends for 2022

As we near the end of 2021, predictions for how this year will shape the next have started to surface. From more opportunities for businesses to track ROI via in-app eCommerce to a platform for kids becoming mainstream, here are the top four to consider when planning your 2022 strategy.

Product-based businesses get more eCommerce opportunities

Using social media as a powerful lead generation tool is nothing new, but the monumental shift to digital over the recent months saw the introduction of Facebook and Instagram shops. In 2022 you can expect this to become even more seamless for product-based brands with shoppable posts and the potential for Facebook to develop its own payment platform or digital currency.

Live-stream shopping has become incredibly popular in China, and we expect this trend to spread to other parts of the world. So get ready for live-commerce shopping across Facebook and Instagram. This likely means that more of a boost will be given to live content within the algorithm, however as it's an opportunity for brands to make money I wouldn't be surprised if Boosting or adding ad spend here will be encouraged for maximum results.

Twitter is also developing eCommerce options for its Professional Pages.

Increased censorship for certain types of content

With more awareness on the severity of how social media affects and impacts our mental health and viewpoints (Cambridge Analytica anyone?), there will likely be a drop in exposure for some industries. Although this is good when it comes to the spread of fake news, it does mean that anyone who doesn't fall in line with the tech giants worldview will be demoted and potentially deleted. One industry that will likely be hit is the adult industry, with many positive and liberated voices within this space already seeing their accounts routinely removed for 'violating the community guidelines' even when not breaking the rules.

It's important that users have an awareness of how much their worldview is tailored by tech companies and their algorithms. The goal of the networks is to keep users scrolling for as long as possible so that they make money from advertisers who are paying to target them. This means your YouTube suggestions, Instagram newsfeed and even what pages users are shown on news apps are tailored individually. The risk here is a population of people with a very narrow worldview and lack of awareness over the targetted content they're consuming.

TikTok becomes a mainstream platform

Having surpassed 1 billion users, TikTok is no longer considered a platform just for kids. Big brands and social media experts are jumping to understand and harness this new and powerful space for their businesses. It's already seeking to offer compelling eCommerce options for its users with a Creator Marketplace.

The problem with TikTok for many brands is that repurposing content isn't possible if seeking to thrive here. Therefore, many product-led companies go down the influencer route of finding established TikTokers with their key demographic to partner with instead. TikTok is aware of this barrier for its business customers and is working on ways to lower entry barriers to encourage more brands to utilise this space.

Remember, though, if you're a small business or have a limited budget and resources, you have no requirement to be on every platform. Just ensure that the ones you are active on are valuable for reaching your target audience and have a strategy in place. It's always better to be killing it on one platform than barely making any impact on several.

The world of work has shifted, and so has Linkedin

Although in-person events are back on, many of us learned the value of collaborating with people from around the world. No longer are we limited to our geographical locations, I for example, work with lots of clients based in the United States, even though I am in the UK.

Linkedin is aware of this professional shift and is encouraging live streams from events to increase audience numbers. In addition, you'll be able to attend live events from around the world that you're unable to make in person.

As more people prefer working from home for at least some of the time, this also opens up a much more diverse workforce for businesses. Linkedin's job matches will now include roles based further away, while the platform also provides virtual interview facilities.

What trends are you predicting for 2022?

Are you ready to harness social media and content for your brand? Or would you like to launch a business podcast? We offer a variety of services from training and full management, to overarching strategy and content creation. To arrange an intro call email info@alicevioletcreative.com.