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Social Media Trends 2022 Global Report

Driving success in the accelerated age of the ‘now’ consumer

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Social media trends 2022

The big takeaway from 2021? Consumers have taken control of your brand. 

More personalized content, faster service, and a better experience are must-haves. And they expect all of this now. 

The pandemic accelerated The Age of the Consumer, and for your brand to survive, you must listen and meet consumer demands. Our Social Media Trends 2022 report is packed with insights from experts, influencers, and industry professionals, and will ensure your brand is ready for 2022.

Download Social Media Trends 2022 Report
Social media trends 2022

This year, we teamed up with HubSpot again to identify the social media trends that brands need to engage for success. Our free Social Media Trends for 2022 eBook includes:

  • Over 70 digital marketing professionals and industry influencers, including Daniel Knowlton, Janet Machuka, and Neal Schaffer to help you identify and exploit these trends for your brand.
  • Actionable consumer insights you can develop straight away, so your social media strategies are a step in 2022.
  • Top social media trend examples from brand leaders, including GoPro, TikTok, and Louis Vuitton.

Social Media Trend #1

TikTok will take over social media, leaving other platforms to shape up


If there is one social media trend that’s guaranteed as we journey through 2022, it’s the continued domination of TikTok. The short-form video platform has broken download records, quickly becoming the go-to app for connecting with target audiences

Powered by a highly personalized content recommendation system, TikTok helps brands gain exposure to and connect with a qualified, engaged audience. As the app looks to introduce an e-commerce aspect and monetization model, brands that want to connect with consumers have to be TikTok savvy.

Social Media Trend #2

Social media ads will develop, as cookies get crunched


As Google works to phase out cookie tracking by 2023, the future of social media advertising remains to be defined. For brands, this means learning to balance the need for personalized services and the need for consent and compliance.

While the “cookieless future” seems bright for advertisers, good publishers, and consumers, those that have been profiting off data collection from users that invades their privacy,  will need to rethink their strategy.

Social Media Trend #3

Social selling will simplify the customer journey


Previously, social commerce was focused on ads or promotions. Now, platforms are beginning to provide new and innovative selling solutions that focus on making the customer journey easier for buyers.

For example, Instagram introduced new shopping features which allow social media users to purchase items without leaving the app. In 2022, brands should reevaluate the purchasing paths they offer and consider taking advantage of social selling opportunities through Instagram Reels, posts, Stories, and more.

Social Media Trend #4

Post-pandemic content will meet consumer needs


The COVID-19 pandemic forced marketers to adapt to the content trends that followed. This challenged the existing rules of customer relationships and brand building. 

Already an integral part of our lives, social media usage during the pandemic drastically increased all over the world. There are currently over half a billion more people using social media worldwide than at the same time last year, indicating an almost 14% year-over-year increase.

To increase brand awareness and meet customer expectations, brands must communicate in local and detailed terms, targeting specific audiences based on what’s most relevant to them. This could mean creating specific content for a generation, location, gender, or hobby. Now that companies have this personal data, consumers expect tailored experiences across the entire customer journey.

Social Media Trend #5

Omnichannel engagement will change the way consumers engage with social media


64.5% of internet users read breaking news on Facebook, Twitter, YouTube, Snapchat, and Instagram instead of traditional media. With this rise in information comes the opportunity to grow your audience, and increase your consumer connections. Providing the information consumers want, where they’ll see it. 

But, there’s an increased risk of fake news and misleading content. If you aren’t telling the right story, consumers will find it elsewhere, with messaging that’s possibly damaging to your brand reputation. 

For brands to survive this year, they must use consumer insights to create forms of content that targets the right audience.

Social Media Trend #6

Maturing influencer marketing will come of age


Influencer marketing is now a dominant marketing methodology. As the impact of social media continues to grow, so too does the weight and power of influencers. Stricter rules have resulted in increased influencer regulation and responsibility, while many influencers have thrived due to drastic audience and engagement growth.

Influencer marketing now brings better results, with fewer risks.

The brands that make the most of these opportunities are those that understand what makes consumers tick. Then they work with the influencers that match their brand mission and drive the most impact. Develop an influencer marketing strategy in 2022, and expand your customer base.

Social Media Trend #7

Brands will lead in social media decentralization


The most important things about social media - socializing, connecting, maintaining relationships - are the very things that COVID-19 made more complicated in real life. 

To counter this disruption to our lives, brands must double down on making sure their platforms, apps, and multiple channels include a social element.

Communities are key, but they’re no longer limited to the major social media platforms. Many brands are now building their own in-house social networks, with in-app forums and features, so they can take back control of their audiences. Decentralized social media has a different infrastructure, with no central server and no company controlling the site.

2022 will see more brands leading the way with a stronger interaction aspect to the customer experience.

Social Media Trend #8

Metaverses will be the next consumer connection


The metaverse is a fusion of the physical world, augmented reality, and virtual reality. An unknown word a few years ago, the metaverse is gaining momentum… fast. 

This catch-all term combines subsets of technology, merging them into a single entity. Brands were already moving towards virtual reality when COVID-19 hit, resulting in an acute need for online socializing and interaction.

 

Social Media Trend #9

Brand inclusivity will be critical for brand success


Corporate social responsibility (CSR) was a huge topic of conversation in 2020. Even bigger in 2021. In 2022, brands need to focus on their commitment to CSR by listening and acting on the social issues that matter most to their audiences. 

Consumers are no longer interested in performative allyship, empty promises, or one-time donations. They have high expectations, preferring brands that take initiative to foster connections with their audience, as well as bringing together people with differing opinions.

Brands must analyze their actions, deeds, and culture to stay on top in 2022.

 

Social Media Trend #10

Communities will develop, and take control


Does your brand share social messages, hoping they’ll resonate with consumers?

Brands need to be more strategic, with content shaped around the consumer. Only then will they be able to build loyal and engaged communities.

But brands don’t always have control of these communities. Social media allows them to form outside of the brand bubble. 2021 showed the power of these communities, with them causing disruption across several markets. 

It is critical to strategize digital infrastructures and collective spaces, with the strengthening of these online communities continuing to be a priority well into 2022.

Conclusion



For brands, 2022 is the year of the ‘now’ consumer.

If you want to succeed, put consumers at the center of every piece of content, strategy, and campaign. Connection is the key to success, as demonstrated in 10 social media trends outlined in our report. 

Download our comprehensive Social Media Trends 2022 eBook to learn more about:

  • Detailed analysis of why these social media trends matter. 
  • Insights into how the trends will affect the Age of the Consumer.
  • Inspiring campaigns from brands putting these social trends into action.
  • Takeaways you can immediately incorporate to start driving better results.

Consumer demands may be high, but that means the possibilities are even more diverse. The brands that accelerate consumer intelligence to the forefront of their social media marketing strategy, will be the ones that define and take hold of the year to come.


Download it now!