Just a few days before the end of 2021, all marketing departments are starting to think about their strategies and focus for 2022. As we do every year, it’s time to reflect and analyse which trends will mark the digital media in the coming months.
We don’t just want to focus on the milestones that will set the tone for social media content, but also on the highlights to keep in mind in all areas related to digital environments in 2022. Let’s get to it!
Trends for social media platforms
Let’s start with one of the hottest topics for digital marketers: what can we expect from the major social media platforms in 2022?
Facebook (a.k.a. Meta)
From algorithm to blockchain, from artificial intelligence to digital transformation, it seems as if every year there was a new trending topic in the digital marketing sphere. Undoubtedly, 2022’s will be “metaverse”, thanks to the hype created by Facebook/Meta.
However (and not to undermine it’s huge potential in the long term), Meta’s metaverse is still far from becoming a reality, and it will probably be some years before we see significant progress.
In this context, what can we expect from Facebook as we know it?
A more mature community.
It is no surprise that Facebook users are older than other platforms’. However, the recent leak of the infamous Facebook Papers confirms that young users are fleeing the platform at an alarming rate.In fact, looking at some of the data we have gathered first-hand in Good Rebels’ Facebook accounts, more than 60% of the interactions come from users aged 45 or older. While this is really interesting for brands with an adult target, Zuckerberg’s company will continue to try to implement new features (such as Reels, already available in the US) during 2022, with the intention of attracting these younger users.
Facebook Business Suite.
During 2021, many users gained access to the new page manager, Facebook Business Suite. In 2022, it is expected that it will experience massive expansion, including functionalities that will make social media marketer’s day to day much easier (such as a private message manager or Facebook and Instagram analytics).
TikTok
For many, TikTok has been the star platform of 2021. Its growth in recent years has been exponential: in global terms it already exceeds 1 billion monthly active users, and some media estimate that by 2022 it could overtake Instagram.
What does this mean for brands’ social media strategies?
More brands.
TikTok is not yet heavily saturated by advertising or company pages. Brands that manage to find their positioning in this platform will gain a competitive advantage that could be decisive in the future.
Bigger advertising investment.
Not having as much advertising pressure as Instagram, the platform’s costs will remain at very competitive rates.
A new approach to branded content.
For many companies, UGC, employee-generated content, and influencer marketing will be the pillars of their content strategy.
Supporting Creators.
In terms of new features, for the time being it seems that TikTok will focus its efforts on further promoting and boosting content creators (as it has done in 2021 with the TikTok Creator Portal). No new features appear to have been announced for enterprise accounts at this time, but TikTok Ads will likely develop new purchase objectives as well as campaign optimisation functionalities.
For several years, Instagram has remained the social network par excellence. Now, it seems that during 2022 they will implement new functionalities with the aim of retaining their users in the face of TikTok. What will be the focus of the platform in 2022?
Power to the creators.
Over the coming months, Instagram will introduce new ways of compensating original content creators, so that they can monetise their activity within the platform beyond branded content. Compensations could come in different shapes and colours, either based on content virality or on subscription methods (imitating Just For Fans or OnlyFans). In fact, rumours are already suggesting names such as “Exclusive Stories” and “SuperFollow”.
All in video.
With the introduction of Reels, Instagram wanted to take onTikTok, and as the platform’s Head Adam Mosseri announced a few weeks ago, they will continue to promote this format. In fact, Instagram has already started to move towards this goal with the removal of IGTV and the unification of the “Video” section.
New shopping options.
It’s no news that Instagram is making great efforts to enable users to shop directly within its platform, which would help brands achieve a less linear customer journey, as mentioned in our “Close to Consumer Commerce” white paper. Following the roll-out of links in Stories to all users, the integrated cart feature is expected to be launched worldwide in the coming months, including new features such as Live Shopping.
Focus on messaging features.
Instagram is aware that users use its platform not only to share content, but also to communicate with each other. New forms of communication (such as calls and video calls) are already in the beta phase.
The platform has shifted its focus towards news, humour and entertainment, and it seems it has found a solid, active user base there. In fact, between January 2020 and 2021 the number of daily users increased by 14% according to Statista. What new features will Twitter implement in the coming year?
Subscription service.
Twitter Blue is already available in Australia and Canada. This subscription will provide creators with premium functionalities (such as Tweet editing).
Powering Twitter Spaces.
Twitter launched its own version of Clubhouse during 2021. Although it does not seem to have taken off, it is expected that the platform will continue to push it forward in 2022 by adding new functionalities.
When it comes to implementing new features, LinkedIn is always a step behind. This year, the platform has tried to get closer to its content creators, as we have seen with TikTok or Instagram, through its Creator Accelerator Program. As expected, LinkedIn’s approach would have a more professional focus, and therefore they are testing aspects such as:
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