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As an online business owner, staying on top of social media trends can help fuel your marketing strategies. Some ongoing movements, such as video and social commerce, are here to stay.
In 2021 along, online purchases skyrocketed to nearly $5 trillion worldwide. With that growth in mind, it’s more important than ever to consider how online customers interact with ecommerce brands.
Plus, the rise of the creator economy has caused a shift to community-focused marketing.
In this article, we’ll discuss the top five social media trends for 2022 that you should know about. Let’s dive right in!
1. Marketing to Baby Boomers
In 2021, a largely ignored generation showed up as a key demographic on social media. We’re talking about baby boomers. They reminded everyone that older shoppers have more online buying power than we might have thought.
Boomers jumped on the ecommerce bandwagon. In 2022, many are not looking back. Moreover, this movement has sparked a new trend called cross-generational marketing.
Since social media use has increased considerably in every generation over time, it would be wise to expand your business’s target age group. And this trend isn’t limited to social media. It’s in line with a larger movement toward age inclusion:
Essentially, if you’re ignoring any age group on social media, you’re missing out. However, to run an inclusive marketing campaign, you’ll likely need to learn how each generation uses social media.
For example, you may want to know which platform each demographic favors. The data shows that…
- Gen Z and Millennials typically prefer TikTok and Instagram, but
- Gen X and Baby Boomers are more likely to use YouTube and Facebook.
However, as mature internet users become more digitally savvy, it’s not uncommon to see ‘grandfluencers’ amassing millions of followers on younger platforms like TikTok.
The bottom line: make sure you’re not neglecting potentially critical buyer groups due to their age.
2. Commerce on Social Media
Until recently, TV and radio were the most powerful marketing channels. While they are still important for mass communication, social media has become a more powerful force.
According to Hootsuite’s recent Social Trends 2022 Report, 53% of young consumers use social networks to do brand research. Additionally, Forbes found that nearly two-thirds of shoppers make some of their purchases on social media.
Consumers are getting more comfortable using features like Instagram’s shoppable feeds to make online purchases:
It’s safe to assume that social media is no longer just a place to socialize. It’s become a crucial revenue generator – and it’s here to stay.
According to Google, adding new social channels to your marketing mix can increase your return on investment (ROI) by a staggering 35%.
Also, keep in mind that the pandemic continues to limit in-person shopping. So consumers will seek a similar experience online. Therefore, it’s wise to develop a long-term social media strategy.
You can even strengthen customer loyalty with content that inspires a sense of connection and discovery. Moreover, incorporating social networks into your online sales efforts may boost your revenue in major ways.
3. Social Listening and Brand Activism
Last year turned out to be another challenging time. Due to COVID-19 surges, many people still work from home and are anxious about socializing. This means people continue to spend lots of time online.
Therefore, you’ll need to ensure that your commercials and messaging match your audience’s tone, attitudes, and values.
Many companies are going a step further and engaging in brand activism. Companies that decide to pause and listen can fit into the conversation and use their platforms to make a positive impact.
For example, as the Facebook papers showed the dangers of unregulated content for vulnerable teen girls, Dove expanded its #nodigitaldistortion campaign:
Initially launched in 2018, this campaign is still relevant. In 2021, Dove partnered with TikTok to further fuel its efforts.
This year, most social media users will expect online businesses to be a source for change. According to Marketing Dive, 58% of consumers say that brand activism sways their buying decisions.
As part of your social listening efforts, we recommend encouraging user-generated content (UGC) to learn about what matters to your customers.
Don’t be afraid to use social media channels to connect with your audience. These channels can give you a place to show your brand’s personality and good intentions in honest and relatable ways.
4. The Creator Economy
In 2022, inclusion will be critical in the social media landscape. Interestingly, this expansion has also made room for smaller online communities.
According to Hootsuite’s Social Media Trends 2022 Report, over a billion users regularly participate in Facebook Groups. Additionally, the quirkiest collections of folks are finding spaces to connect on TikTok.
However, every social community needs one key ingredient to drive it: individual creators. We are now entering the new era of the creator economy:
This trend may not surprise you since personalized marketing is also thriving. Consumers expect authenticity and want to feel a sense of belonging.
That means providing a tailored experience for a small group is becoming an increasingly powerful brand awareness strategy.
Since creators are driving these hyper-niche social communities, we recommend partnering with micro-influencers. These partnerships can lead to higher engagement rates and help you target your perfect customer more effectively.
Then, you can leverage social media analytics, such as Instagram Insights, which can tell you a lot about your audience’s preferences.
You might also want to integrate your data with a customer relationship management (CRM) tool such as Keap.
This platform can help you differentiate between new leads and recurring customers. Therefore, you can create more effective and meaningful ads.
5. Short-Form Video and Live Streaming
The pandemic saw many businesses embrace online membership sites and e-learning platforms.
Video content and live streaming also became more common. Many customers now assume that they can attend virtual sessions without leaving their homes.
However, users still crave human interaction. As a result, short-lived content, like that on Instagram and TikTok reels, will keep flourishing in 2022.
Live streaming platforms like Twitch are also skyrocketing. With its 30 million daily active users, Twitch may be an untapped social channel for your brand:
We’re also witnessing new trends such as live shopping and live influencer events. With these factors in mind, you may want to further digitize your offerings in 2022 by embracing reels and live streaming tools.
Conclusion
In 2022, we’re still discovering how COVID-19 has shaped the world. For instance, short-lived content is growing in popularity as people crave authenticity and human connection.
And we’re learning that brands need to exercise more social responsibility to stay relevant.
In this article, we discussed the top five social media trends to know for 2022:
- Social commerce is here to stay.
- Social listening and brand activism will be crucial.
- Cross-generational marketing will become the norm.
- The creator economy will drive online communities.
- Short-form video and live streaming will reign supreme.
Do you have any questions about social media trends in 2022? Let us know in the comments section below!
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