The social
media landscape is always evolving. Based on user appeal and future expansion,
social channels' features are always changing and evolving. For marketers
searching for fresh, inventive methods to connect with their target audience,
this constant change also offers a fantastic opportunity. An effective marketing
strategy must pay attention to the social media trends that are predicted to
take off this year.
This is
fantastic, right? A larger market share can be targeted if there are more
users. As all the work is focused on a select few effective social media
outlets, it also implies more competition. Which can lead to budget overruns,
content saturating, and user engagement fatigue. So let's examine where your
marketing efforts should be concentrated.
Social
Media Trends to Watch Out For in 2022
You will
stand out and broaden the reach of your brand, your market, and user
interaction by utilizing the following social trends.
1. Live
streaming
Youtube Live
was one of the first services to completely demonstrate the possibilities of
live broadcasting, closely followed by Twitch. Today, live streaming is a
function that can be found on all the major social media platforms, including
Facebook, Twitter, and TikTok. Additionally, it is a well-liked feature since 1
in 5 Facebook videos are live broadcasts. You may be wondering what the appeal
is as a result.
Currently,
live streaming offers a chance to communicate with others while keeping the
advantages of social engagement at a safe distance. Additionally, it offers a
chance for your marketing plan. You could, for instance, host a webinar or a
platform showcase and interact with potential customers there. Another
fantastic idea is to conduct service tutorials and Q&A sessions or work
with partners to create a shared event that delivers helpful content to a
shared user base. Because of this, one of the most common areas of development
nowadays is video streaming.
2. Short
video & Instagram Reels
Speaking of
video material, it goes without saying that Youtube continues to be the market
leader. Particularly so for the 92% of marketers who believe it to be an
essential component of their marketing plan. The popularity of videos has only
grown as major social media sites like Facebook, Twitter, and LinkedIn enhance
their video functionality to keep up with the escalating demand and emerging
trends.
But as
TikTok has gained popularity, an intriguing trend has developed over time.
Younger audiences have started to become somewhat accustomed to short-form
videos. This movement is being driven by Generation Z, but other groups are
also emulating it. And it is obvious why short, interesting videos are so
popular. They are inexpensive to produce and simple to make, which produces
some excellent user-generated content.
Instagram
added Instagram Reels, a condensed version of the longer video format, to its
site. Despite the fact that their primary audience is different, they have also
witnessed an increase in popularity for this kind of video "microcontent."
This material trend will only grow as people's attention spans shorten from
generation to generation. For instance, influencers utilize these little videos
to advertise partner goods and services to their audiences.
3. Micro
influencers and their effectiveness
This year,
the trend of influencer marketing is going to be even more significant. Your
brand marketing plan will be determined by collaborating with influencers to
their audience as more and more consumers shop online. Influencer marketing is
a successful social media marketing tactic, but it may be expensive.
The price
has skyrocketed and well-known influencers are demanding a premium price when
promoting a company as a result of the sudden exposure on social media. Smaller
companies would thus lose access to a significant market share. This is why it
could be preferable to get in touch with smaller influencers in your particular
area.
Macro influencers struggle to interact with their followers since they have such large
followings. On the other hand, micro influencers have more engaged audiences
despite having smaller viewership. They are also more affordable to partner
with. Your firm may benefit more from collaborating with a number of smaller
influencers who are more suited for the relevant market.
4. Social
commerce on the rise
Go to where
your clients are, or better yet, arrive first and open a store. Facebook and
Instagram have that in mind, at least. They introduced social commerce
alternatives on platforms initially. They had the right idea, given the gradual
shift to online buying and the influx of new, active users. Therefore, if they
haven't already, the Facebook Shop and Instagram Storefront will undoubtedly
rank among the most popular features on their respective networks.
Consumers in
the modern day are better informed than before. They have done extensive studies
on your brand and product. This method of doing business, therefore, has a lot
of promise. For potential clients, convenience is key. This entails gathering
information about you and your service in one location as 54% of consumers use
social media to do product research. Customers are influenced by how your brand
is presented, including customer feedback and interactions, which facilitates
speedier decision-making and purchases.
Another
crucial factor to take into account is the likelihood that this trend will
continue to spread as other social media platforms begin to experiment with
comparable features and approaches to provide businesses with additional sales
venues. Which will put them in line with the audience's expectations and the
objective of businesses: acquiring new customers.
5. Social
networks for customer service
Social media
platforms have come a long way from their early days as straightforward
platforms for connecting users and facilitating content sharing. Another puzzle
piece begins to fall into place with their adoption for commercial use. It only
makes natural that the next step would be to employ social media platforms for
customer support as well, especially as commerce becomes an increasingly
important component of them.
In order to
handle possible concerns as soon as they arise, it is critical to have open
lines of communication with your customers. What better way to communicate with
them than by utilizing a feature that is already in place and allows for nearly
instantaneous back and forth between you and your users? Additionally, when
businesses publicly address customers and help them out.
6. Personalized ads on social media
More than half of firms intend to increase their social media advertising budgets because paid advertising is effective. It's hardly surprising that Instagram will receive the majority of social media ad spending given the expanding trends on social media, which are centered on video and graphic material. Not to mention the increase in audience the platform has seen recently.
A rise in ad traffic and content promotion will also be seen on Facebook, Youtube, and LinkedIn. According to Hootsuite, marketers claim that these channels help them the most in achieving their professional objectives. And they work well for various forms of business expansion.
To increase your visibility and conversion rate with regard to ad content, you will need to exercise a little creativity. To stand out, employ user-generated material and social proof. Additionally, you want to concentrate on producing transient content that vanishes after a short while. Due of how nicely it fits into the FOMO marketing notion (fear of missing out).
7. Social listening & brand involvement
You must be aware of what is going on in the proverbial social circles. Keep up with the discussion so you may join in and actively participate in what your audience is discussing. However, conversing with multiple people at once can be chaotic, and you risk losing track of what was being discussed. Particularly when interactions are taking place simultaneously in various locations. You're covered by Mediatoolkit, so don't worry.
Social listening has a variety of applications. For instance, you want to be present when your brand is mentioned, especially if a customer has a concern or a query. A prompt and friendly response enhances your brand's reputation more than any advertising could. However, you can also be proactive by anticipating emerging topic trends and observing how people respond to them. This goes beyond only being reactive.
Competitive analysis is an excellent reason why social listening should be a part of your marketing plan. Keep an eye on other companies in your market to observe how they are connecting with customers. What they are doing well and how you might improve your social behavior. Additionally, learn which social media platforms they frequent to locate new markets and customers for your own brand.
8. Tight-knit communities
At least not for everyone, the sudden rise in social media users isn't all that terrific. Some people are looking for alternative communication methods as the loudness progressively starts to bother them. preferably in more intimate settings where they may freely produce and distribute information among like-minded individuals. Smaller audiences yet high levels of involvement are found in these micro-communities.
It is clear that Facebook and LinkedIn were well-suited to capitalize on this trend. Due to people's social orientation and desire to communicate with others, Facebook Groups saw an increase in the number of groups, which almost precisely matches the current global situation. Businesses are interested in establishing a presence in this social media movement as well.
You may take advantage of this by simply focusing your audience's attention on a certain aspect of your brand or product. Take criticism, provide worthwhile material, obtain insightful information, and lead the conversation with your audience. Giving your followers and clients a sense of community will strengthen your brand.
9. Rise of
social justice and brand involvement
More and
more businesses are deciding to join the public conversation on social media
about political, social, and environmental issues. This could be an audacious
marketing ploy or genuine engagement, both of which could alienate a certain
audience section. More than half of social media users, particularly younger
users, favor the business activism trend and want to see your brand take a
stand on contentious issues.
Take a look
at how a global company like Nike integrates social marketing into its
marketing strategy to address issues of social justice and injustice. They have
measured the response and publicity their campaign will produce, so you can be
sure of that. However, this decision was well received by their audience. as
seen by the rise in sales figures and the favorable viral response. That is
because they are aware of their audience and have produced material that speaks
to their interests and problems.
This can
also help your brand become more approachable by integrating it with content on
a subject close to your clients' hearts. Their devotion to you and your brand
may grow as a result of it. Just be cautious while handling a delicate subject
and make sure your actions are appropriate for your target audience.
10. Connecting
social media and email marketing
The
distinctions between various digital marketing channels are blurring. Marketers
aim to close the gap between them so they may collect as much data as they can
and use it wisely. As a result, a multichannel strategy has been developed with
the intention of delivering users a wholly immersive brand experience. Setting
and maintaining a brand tone, as well as coordinating your social media and
email efforts, are necessary for this marketing plan to succeed.
Using them
for distinct objectives is a smart method to mix the two channels. While email
marketing prioritizes conversion, social media platforms are wonderful for
increasing audience interest in brands and raising brand exposure. A
cross-channel campaign, such as a social media gift in exchange for signing up
for your email newsletter, is an excellent place to start.
You may also
do it the other way around by sharing a segmented email list on social media to
increase user engagement and attract new ones. You can use Facebook Custom and
Lookalike Audiences. Your ad retargeting campaigns can gain from this as well.
11. Augmented reality
You've
probably seen individuals add computer filters to their real-world images. You
might refer to those as augmented reality effects. In essence, augmented
reality (AR) enhances and modifies real-world visual content to make it stand
out on social media. Particularly with younger audiences, it's a highly
well-liked feature. However, the popularity of augmented reality on social
media goes beyond cute eyeglasses and bunny ears.
Facebook and
Instagram users now have better social purchasing experiences thanks to AR.
Although only a few different product kinds are now supported, the technology
offers a large potential for the consumer sector.
Its
continued popularity is to be predicted given that all you need is a smartphone
and the advent of social commerce. Marketers are beginning to include augmented
reality (AR) into their social outreach operations as a result of the
technology's rising popularity.
12. Virtual
reality
The VR trend
isn't developing as quickly as AR, and consumer acceptance is steady but slow.
It will only gain momentum as one of the best technological advances that can offer
a completely immersive engagement. The cost is another factor preventing VR
from progressing. Any new technology eventually makes its way into the
mainstream and is used more widely.
Given
Facebook's support in terms of both hardware and content, you can be confident
that virtual reality has a feature. Although virtual reality gaming is the current
focus of the technology, it is safe to conclude that in the future it will
expand beyond that. Virtual reality is something that YouTube is already
experimenting with, giving a variety of experiences including viewing concerts,
participating in sports, and taking virtual safari tours.
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Social Media Trends are Changing
However,
they continue to do so. Small beginnings characterize enduring trends. For this
reason, it's important to have an ear to the ground on social media and keep an
eye out for business prospects.
But be
careful not to overextend yourself. Focus on a few trends that you can include in
your marketing strategy and execute them well. Pay attention to your audiences
while determining what works for you and your company.
Check out
how using media monitoring can help you improve your marketing approach right
now in the interim. Click here to download our booklet!
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