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8 social media trends for 2022

In the past few years, social media’s place in our lives has been evolving rapidly. In this article, we explore how social media has changed in recent times and focus on trends to watch out for in 2022.

There is no doubt that social media channels are a powerful tool for businesses. They help grow a customer base, generate higher brand awareness, and build stronger relationships with customers.

Due to the pandemic, only two formats of online advertising have managed to maintain  growth: social media and paid search.

The click-through rate (CTR) for social networks increased by 1.3% during quarter two of 2020. Likely, such an increase was partly a result of higher-quality marketing efforts and a growing interest in this form of advertising. 

Social media has also considerably changed the way people consume information. From the desktop era through to the mobile era, the nature of content itself has necessitated change as well. This means that the future development of digital advertising will continuously evolve from desktop to mobile. During 2019, there was an increase of 22% in the use of mobile display ads compared to 2018. The most lucrative segment is video advertising.

Looking at the data and technological influences, we've compiled a list of 8 social media trends for 2021 / 2022. Check them out and see which ones you can use in your social media marketing strategy.
  1. The new approach towards content marketing
Since Instagram’s latest update, it is no longer a matter of likes or views. Influencers have seen their number of followers and the time they spent on the platform drastically decrease. Global marketers seem to agree that a new approach to content marketing should be all about engagement with the audience on a personal level.
The trend is to show the human side of the organisaton: your team members, who stays behind your success, even the problems you are facing, people would engage even deeper with your brand knowing what uphill battles you have.
  • Authenticity: Unfiltered photos, "human" responses without a hint of sales scripts.
  • User-generated content (UGC): Reach out to your clients asking for a photo of your product, a review, use their feedback, get their opinion - and you will have the most loyal audience.
  • Stories: Stories continue to gain traction, with ad budgets for this placement tripling over the past year! And this is not the limit, the instrument has not yet reached its peak of popularity. New features are added with each update: vote buttons, tests, challenges - use them to interact with your followers.
  • Gamification: Have you tried to conduct the game "catch the discount with a screenshot" on your Insta profile? Polls, quizzes, tests, puzzles, games, there are so many options to choose from - try what works best for you. Let it look a little childish, but the results are serious: increase in sales and number of followers.
  1. Community management
Communication with followers is the most important part when it comes to managing social media profiles. Turn strangers into your loyal clients by asking them open questions, what do they want to see on your page? How do they want your service to be delivered? What are their general expectations? Get inspired by the feedback and implement the changes.
  1. Personalisation
Personalised marketing messages create a real connection between the brand and the target audience. While it is difficult to accurately tailor your social media content to different market segments, you can customise social media ads to target consumer segments.
  1. Shoppable content
According to Hootsuite, 3/4 of Instagram users check the business Instagram page after seeing an advertisement. Wondering how to turn followers into customers? Shoppable content is a perfect opportunity for it. There are many ways to create shoppable content on Instagram with feed posts, stories, IGTV. 
  1. Social media listening
Social listening gives you access to what people are saying about your brand, industry, or competitors on social media and the internet. If you know how to frame your queries and filter your results, you will get the most reliable and unbiased information you can get as a business. Tag impressions and mentions, categorise them as positive or negative, track overall customer behavior towards your brand and your competitors.
  1. Collaboration with micro-influencers
The general trend of "less is more" has impacted the influencer marketing industry as well. Many advertisers are looking exclusively for niche influencers instead of big ones. Micro-influencers have two main advantages: they get more interaction with the audience, and collaboration is less expensive.
  1. Virtual reality
Augmented reality and virtual reality are very similar, but if augmented reality is aimed more at changing a photo, then virtual reality allows you to show the area or the object in a way that neither a photo nor a regular video can do. With the help of virtual reality effects, the viewer seems to move into a given area and sees the object in 3D resolution.
  1. Augmented reality
On-line fitting rooms, the choice of furniture or decor with the possibility of "fitting" to your interior, these are examples of an expanding trend of AR. Today, you cannot surprise anyone with the masks trend which was popular three years ago. In 2021, there are more advanced possibilities to experiment with AR such as filters, lenses, stickers, interactive maps, interactive product display.

Use these social media trends to your advantage, they will not only allow you to increase your organic reach, build loyalty among the target audience and help you stand out from competitors, but also potentially increase sales as a result.

Our team at Deloitte Digital can help you create an engaging and innovative social media strategy to grow your business in 2022. Reach out to us!

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