Social Media Marketing in 2022: A Look At The Numbers

Read Time: 4 minutes

It’s a new year and businesses around the world have welcomed the opportunity to begin on a clean slate while using the momentum from the year gone by. There’s never been a better time to assess your current social media marketing strategy and pinpoint areas to improve.

Assessing the strengths and weaknesses of various social media platforms is a great place to start, highlighting where you should invest in your energy.

Stay with us as we dive into the benefits of social media marketing, and which platforms offer the best return on investment. We’ll break down the important statistics that you need to know so that you can make the most of social media marketing in 2022.

Social Media Trends For 2022

The past year saw the rise of TikTok reaching one billion users. Businesses already on the platform were in a prime position for success, beating brands that joined at a later stage.

Position your brand in the best way possible by staying ahead of the curve and up to date with various social media platforms.

Facebook

Facebook is the world’s most-used social media platform and is used as a source of news consumption, entertainment, marketing, and making connections. A 2021 survey revealed that 79% of marketers report buying paid advertising on Facebook, and more than 50% plan to continue the investment in 2022.

Facebook has been losing its hold with younger audiences, but it continues to expand into other markets. By constantly adding new tools and business options, Facebook is positioned for future growth. In 2022, we can expect a strong eCommerce focus, AR/VR development, and algorithmic shifts. In addition, audio social is predicted to have long-term usage.

Facebook offers the following benefits for businesses:

• Low-cost marketing strategy
• Share basic business information
• Update audience on business happenings with pictures and videos
• Raise brand awareness
• Direct traffic to your website
• Targeted advertising

Twitter

Twitter reached 211 million active users on a daily basis in the later months of 2021. The Twitter landscape is primed for engagement, with 93% of Twitter community members being open to having involved conversations with brands. With this in mind, 79% of global marketers partaking in a recent survey intend to continue investing in Twitter Spaces in 2022.

In the past 18 months, Twitter has developed several new features, many of which have been unremarkable. Yet the platform hopes that new payment frameworks will encourage brands to continue investing in the platform, such as Super Follows and Ticketed Spaces.

Businesses continue to invest in Twitter for the following reasons:

• Valuable customer insights
• Build authority in an industry
• Offer customer support and gather feedback
• Create a brand community
• Reach a wide audience
• Cost-effective marketing efforts

Instagram

As a visual platform, Instagram has inspired businesses to create an account and make an effort to post on a regular basis. An estimated 58% of marketers plan to take advantage of new Instagram features, such as Instagram Reels, in 2022. In fact, 90% of the 1.386 billion Instagram users follow a business on the platform.

Instagram is a particularly popular platform for influencer marketing and visually powerful content. It’s also known for keeping up with trends, following in the footsteps of Snapchat and TikTok. Experts predict that eCommerce will be a strong focus for Instagram in 2022, as well as an integration of AR features.

Want to know the benefits of Instagram for businesses? Consider the following as a starting point:

• Great for re-using marketing materials
• Attract engaged traffic
• Take advantage of user-generated content
• Drive website traffic
• Useful for influencer marketing
• Advertising campaign features

Pinterest

During the pandemic, Pinterest saw a notable shift in its eCommerce features. Many of the 444 million active monthly users turned to Pinterest instead of the shopping mall, boosting the popularity of the platform.

In the coming year, Pinterest needs to keep the momentum going and efforts are already being made to release engaging features. For example, Pinterest is pushing video content. The platform is also working on a live shopping feature which is expected for the second quarter of 2022.

Many businesses invest in Pinterest, largely because of the following benefits:

• Opportunity to identify emerging trends
• Increase brand authority
• Drive traffic to the website
• Access useful analytics
• Run adverts and promote pins

TikTok

TikTok was the most downloaded app in 2020. The platform is popular among the younger generations, with 41% of users being between 16 and 24 years old. TikTok is also a growing platform among influencers, with an additional 70,000 influencers emerging on the platform in 2020, compared to 2019.

In the coming year, TikTok is expected to go from strength to strength. The platform is expected to shift its focus to a more effective monetization strategy, including an effort in providing eCommerce features. Live streaming is also expected to be a major focus, indicating that it will play a key role in TikTok’s algorithm.

While TikTok isn’t traditionally associated with businesses, it does offer brands certain benefits such as;

• Access to a large audience
• Great user engagement
• Advantages of localization
• TikTok advertising features

Other social media platforms to keep in mind include:

• Snapchat
• Twitch
• LinkedIn

Social Media Marketing with Connectica

At Connectica, we’re proud to have our finger on the pulse of digital trends. Our team of social media marketing experts makes us the number one choice for small and big businesses in Florida wanting to stay on-trend.

Give us a call at 877-816-2259 and chat with our friendly team. You can also follow Connectica on Facebook to stay up to date with digital marketing news.