Social media is forever changing and so is how we use it. It can be tough for a business to know what they should be doing, which platforms they should be using and which trends to follow. To help you cut through the noise, here are 5 key social media marketing trends that every business should be jumping on in 2022.
Connecting with the Community
Social media users no longer trust those big influencers or faceless companies. More and more users are looking to connect with like-minded people in their communities, something many businesses have finally got wise to.
So how do you connect with your target audience?
On Facebook, millions of users interact with each other through Facebook groups and Twitter is even testing out a new feature called (you might have guessed it...) communities. A place where Twitter users can connect, share and get closer to the conversations they care about.
Instead of trying to build a community from the group up, as a business, it's up to you to infiltrate those communities, sharing valuable content that either educates, inspires, or entertains.
It's also a great way for your brand to learn about the people in those communities, build brand awareness and affinity.
Social Commerce is on the Rise
For a number of years now, online shopping has become more popular than ever, especially during the pandemic.
Shoppers are not longer just scrolling through their social media feeds and hitting the 'buy now' buttons on sponsored ads, they're using social media for every stage of their shopping journey from browsing to checkout.
Social media networkings are now the second most important channel for online brand research after major search engines like Google.
Platforms like Facebook and Instagram have made the online shopping experience even easier. Consumers can now buy products without ever having to leave social media making the user journey that much slicker.
For retailer, this means their target audience is more likely to buy their products.
The Boom of the Creator Economy
Social media users crave high quality content which is why many platforms have started heavily investing in creator marketplaces including Instagram, TikTok and even LinkedIn.
Platforms are introducing more and more tools, making it easier for content creators to connect with their audiences and collaborate with brands.
No one wants to be sold to any more so instead, brands are working closely with creators to help push their products or services through engaging, entertaining content. This content will potentially reach thousands, if not millions of other users.
A Tool for Customer Service
With the huge increase in consumer demands over the pandemic, mixed with the strain on staff resources and worldwide shipping, many customers are unhappy with their level of service.
Fed up of being up on hold, customers are now turning to social media to ask questions and lodge their complaints. They have discovered that the level of customer service delivered across social media platforms is immediate, convenient and effective.
A recent study done by Facebook found that 62% of consumers would prefer to send a business a message vs making a phone call which is why it's so important that as a business, you adapt and utilise your social media platforms as an effective customer service tool.
Short-form vertical videos are here to stay
Videos are one of the most popular forms of content on social media today, with short-form, vertical videos booming. This is due to platforms like TikTok and even Instagram, who are now pushing reels above all other content.
Brands are using video more than ever to connect with their target audiences on a deeper level and there's no sign of this slowing down.
In 2022 we will see a lot more videos that include new trends and creative content whether that's fun editing transitions or deep dive tutorials.
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