In social media, the only constant is that it's constantly changing.
In the past few years, no one could have predicted QR codes' comeback or the rapid growth of TikTok. In 2021, Apptopia predicted that TikTok would overtake Facebook and Instagram as the most popular app on both iOS and Android devices.
As a savvy marketer, it's important to keep an eye on industry trends so that you don't get caught off guard.
Our list of social media trends to watch for in 2022 is a result of this.
TIK TOK CONTINUES TO GROW
Despite the fact that the app's growth has slowed from its peak in 2020, it doesn't appear that it will. In September 2021, TikTok had 1 billion monthly active users. Aside from developing its ad platform, the company has also invested in making it easier for brands and businesses to get their message out there.
The following are some notable TikTok statistics:
- 69% of American teens use TikTok.
- 90% of users log in on a daily basis.
- There are an average of 89 minutes a day spent on TikTok by its users.
On top of that, 47 percent of users have "purchased something seen on TikTok" and 67 percent "agree that TikTok inspired them to shop even when they weren't looking to do so," the company said in a statement.
Businesses that cater to a younger demographic would be wise to keep an eye on TikTok's growth and usage. Learn how to use TikTok for your business and how its trends can influence your social media strategy.
THE CREATOR ECONOMY KEEPS GETTING BIGGER
This is an exciting time to be a creator.
Creator funds have been established by a number of social media platforms. Over 50 million people around the world identify themselves as creators according to a recent report on the creator economy. Even though creators aren't restricted to social media, the estimated $13.8 billion influencer industry relies heavily on those who do.
There are more options for brands as the creator economy matures. In terms of engagement, micro-influencers with less than 15k followers on Instagram, YouTube, and TikTok are considered to be more effective than larger influencers.
SOCIAL AUDIO STRATEGIES ARE GAINING TRACTION
Audio isn't new, but the way it's being used on social media is new. Everything from radio to podcasts to music playlists is part of an audio strategy. A focus on audio-only platforms is the goal of a social audio strategy.
Social audio platform Clubhouse was a major player in this market in 2021. Clubhouse's popularity dwindled despite the removal of the invite-only requirement and the release of an Android version. Other social media platforms have adopted the concept.
Toward the end of 2021, Facebook introduced a slew of audio features such as Soundbites, Rooms, and Podcasts. These features were also made available to assist audio content creators by giving them access to additional resources.
Twitter Spaces was designed to be monetized by Twitter. An audio-only discussion can be hosted by your brand, or you can broadcast important news. Twitter Spaces, a feature of the microblogging service, may be an option for brands looking to expand their marketing channels without spending too much money.
LIVESTREAM SHOPPING IS IN
Livestream shopping on social media is an increasingly popular ecommerce trend. In the absence of brick-and-mortar shopping, the ongoing pandemic only fueled its development.
From 2017 to 2022, the GMV of ecommerce live-streaming is expected to rise from 4.5 percent to 20.3 percent of total online shopping's GMV, a dramatic increase. To get to $35 billion by 2024, revenue from live commerce in the United States is expected to increase by three times that amount.
Consumers find livestream shopping to be appealing because it provides a personalized atmosphere while still allowing them to shop from the comfort of their own homes. According to a McKinsey report, 35.6% of livestreams were in the apparel and fashion category.
Livestream shopping is already or will soon be available on all of the major networks. Learn how to use shoppable content in your social media marketing strategy if you haven't already.
SUSTAINABILITY IS A KEY FACTOR WHEN IT COMES TO PURCHASING
Purchasing decisions are increasingly influenced by sustainability and climate change, which has ramifications for social commerce. A study found that 28% of Gen Z adults were concerned about climate change, which is also reflected in their attitudes toward brands. Gen Z is leading the way. Brands should do more to reduce their carbon footprint and 88 percent of internet users believe that sustainability should be the norm in the workplace.
Transparency and brands that are passionate about their values are coveted by the discerning but skeptical consumer. Corporate greenwashing can be easily spotted by consumers, which leads us to our next trend.