The economic impacts of COVID-19 on lives and businesses will play for more than a decade in different ways. Like 2021, another COVID-traumatized year is coming to an end but businesses have yet to see how the lockdowns and work from home shifts have affected digital marketing. So, what to expect from social media in 2022? Even if the disruptions from pandemics are easing, social media marketing professionals are forecasting the 2022 trends to look out for.
In 2021, Facebook maintained its top position even under steady controversies and challenges. It has 2.9 billion active users and forms the most gigantic human network ever created. Even if the platform seems to be losing favoritism among youngsters, it persists to expand, equalizing major usage declines.
It regularly adds unique advertising tools and other business alternatives to create a comprehensive platform for brand connection. Even if Facebook is experiencing challenges and investigations, it looks prepared for extra growth. The combination of Facebook & Instagram is a great way for traders to connect with their customers.
Mark Zuckerberg, Facebook CEO has claimed a Metaverse shift, so expect to see AR glasses on Facebook integrated with Instagram. Facebook is also aware of its app’s negative impact. It has made a lot of effort to correct these issues.
It is expected that Facebook will experiment with things like offering users an alternative to switch-off algorithms and reduce political content in the News Feed. Removing algorithmic amplification offers the user a feel of more control over their app experience. Facebook is trialing with NFT avatars, so expect to see your friends in more 3D characters.
Twitter has been moving fast since COVID-19. It has added a lot of extra features, though many new updates collapsed and still it grows in engagement and revenue. The past year’s push of Twitter creators was to earn money from tweets with options like ticketed spaces and super follows. It even developed a Twitter Blue subscription for gaining access to advanced tweet features.
Twitter is developing an eCommerce option to tap the increasing mobile shopping trend. It is also moving towards tech development adding options like making payments via Bitcoin and showcasing NFT purchases. Even expect to see Twitter focus a lot on video making and see the tweeted content in full-screen mode.
In 2018, Instagram hit a billion users but has still to post its updated figure. It is chasing trends similar to TikTok and Snapchat but is popular among youngsters. Instagram’s main focus is on eCommerce and all the posts in the apps are shoppable. More shopping options means nurturing habitual usage and getting users more hooked to spend.
Expect more shopping options from IG in 2022 including a product discovery panel and advanced search options. Facebook needs to integrate AR functionality in its other social app Instagram to increase its appeal among youngsters. Even expect digital avatars and NFT integrated into the IG experience.
Instagram is also expected to head towards giving users the option to open the app to the latest Reels or Stories rather than traditional image & video post feeds. Video engagement is dominant, while Reels is the fastest-growing feature.
Snapchat
Snapchat has fewer active users than its competitors but has established a great position within the social media market. It has turned into a platform for intimate connection while allowing new trends via short snack-able content & shows. It is a leader in AR but now the better-resourced platforms are adapting the AR tools, expecting Snap to keep its top position. Even though it seems impossible as Apple and Facebook are developing AR glasses & advanced tools. Snap is unable to keep this development pace from a resource stance.
Nevertheless, Snap stands a chance because it has a better understanding of its audience and successfully facilitated the best AR experience, which other platforms with tech- advantages have failed. Snap has a clear path and it will not deviate by chasing trends. Many years ago, Snap had decided AR would be its future. It announced itself to be a Camera Company and not a social app. Since then it has been developing AR tools. Expect Snap to release AR glasses just like the big players.
NFT fans on Twitter are switching their profile pics to cartoon avatars. Snapchat is also adapting this differently. Snap users dress their virtual selves in branded clothes to reveal their tastes and interests. Selling virtual product versions opens new opportunities for brands to earn revenue. Expect to see different ways of Bitmoji avatar use in the app and more virtual products.
Snaps Spotlight has potential but it has invested in creating Discover that aligns with TikTok-like short video trends. Snap is also prepared to push on QR-code and visual scan process at the start of 2022.
During Pandemic, Pinterest is responsible for the huge eCommerce shift with more and more users turning to it as a replacement for the shopping mall as well as identifying new trends & products. Pinterest has the challenge to capitalize the push and keep the new users engaged and not drift away to the brick & mortar stores as they have re-opened. So, Pinterest is adding Stories with a twist. It is expanding its TikTok-like options.
Marketers need to note that it will persist in highlighting video content. Even watch for the AR placement options, which allow users to get an idea of how certain products will fit in their homes. Expect to see an eCommerce trend added to its Idea Pin option later in 2022.
Pinterest has always made it easy for merchants and businesses to integrate their product catalog allowing more buyable Pins. Pinterest is already integrated with Shopify and many eCommerce platforms. Expect to see it expand its partnership as well as offer an easy connection option.
TikTok
It is a new player that has turned big and now rivals Instagram. Despite its connection with the government of China, its strength is consistently growing. Expect TikTok to take over the shopping spree. TikTok cannot compete with producing direct revenue from individual video performance. It needs to allow branded and eCommerce partnerships to increase its earning potential.
Expect TikTok to head towards more in-stream buying as well as revenue share options. This offers more opportunities for the brands and TikTok creators.
TikTok is focusing on offering marketers more options to tap the latest trend. Expect to see customized branded hashtag trends as well as structured ways of creating video challenges in ad campaigns.
The current feed algorithm is great at displaying users’ likes but does it extend to products. TikTok is concentrating on live streaming to engage users by displaying products that align with their interests. Expect to see fed algorithm changes in 2022.
Due to the coronavirus situation, there is a massive shift in the job market. LinkedIn is all set to help and guide more members towards their ideal careers. User engagement on LinkedIn is steadily increasing, so it is planning to build creator tools as well as boost options to allow more remote work.
In 2022, expect LinkedIn to become a gigantic organizer of live-stream events. Even if physical events and in-person meetings will restart, LinkedIn is looking into becoming a major source for digital tie-ins allowing businesses to increase their event participants via online broadcast. Businesses can run events similar to large organizations but at a low cost and connect with a wider range of potential buyers and vendors via the app. So, expect to see multiple Linked Event alerts in your feed as well as real-time access.
Remote work is the new norm and many brands are looking to tap talents across the border. Recruitment is about experiencing new challenges. LinkedIn is about to be in a challenging position to resolve this. It will be able to use its matchless database of candidates for career development and even allow video connections for job interviews.
It has taken the initiative with its ‘Live meet-ups’ video tool and is expected to integrate more advanced tools for enhancing remote training and recruitment. LinkedIn members must expect to see new feedback types to display their professional skills via creating how-to content and building their visibility and reputation.
Overall consumer connection is essential
eMarketers forecast the social commerce industry to reach $80 billion by 2025. It has experienced an increase of 18% in 2020 and is evolving massively. Therefore marketers will be tested in 2022 and beyond. The consequences are not intentional but triggered because of the COVID-19 pandemic. No one can predict that there would be a shortage of electronics, lumber, and housing in a global crisis.
In the same way, there is a challenge to predict what will be the impact of the COVID-19 pandemic. Will the new customer behavior dramatically impact how social media and the internet will be used? During the pandemic, many families with web-savvy teenagers took over their home’s purchasing function. Nearly 60% of existing online purchases are impulse buys.
The main consumer shifts experienced include live streaming video, influencers, and eCommerce, which has resulted in new trends. To experience the comprehensive impact of the coronavirus situation on marketing will take decades but it is time for consumer reconnection and face changes humbly!
