Social media has already evolved a lot since its inception, and there are exciting new features on the horizon that we can’t wait to get our hands on. While it’s easy to jump in and begin using, the best way to use social media for your business is a bit more complex.
Here are some social media trends you need to know to plan your 2022 strategy.
LinkedIn Leans Into Video
Using the articles feature, members will be able to produce their own newsletter. LinkedIn has increased its membership to 800 million, up from 690 million in 2020. LinkedIn, which is owned by Microsoft, may strengthen the platform by using its own products. Members, for example, may now build native video one-to-one communications and quick video meetings.
Video clips and audio are two things we expect to see in 2022. Jumprope, a short-form lesson startup, was bought by LinkedIn in 2021. Creators might start making and sharing short lesson films in the style of YouTube Shorts, which will fit in with LinkedIn’s aim of enhancing skill development training and expanding the LinkedIn Learning platform. A new Clubhouse-style audio option for LinkedIn is also rumored. Social selling and listening will be in demand for B2B companies to understand the need and engagement of their customers.
Video advertising takes off on Twitter
Video has transformed the way businesses market their goods and services. By 2022, the video will account for 82% of all global internet traffic. Periscope, which allows users to live broadcast video from their mobile phones, was bought by Twitter in 2015. As a result, they were great for broadcasting and live streaming your brand. Despite its reduced popularity as a video channel, research has shown that using Twitter for videos is successful. According to one study, videos on Twitter are twice as remembered as those on other premium platforms (IPG Media Lab, 2016). Furthermore, Twitter states that video is their fastest-growing advertising medium. Every day, the site receives over 2 billion video views. This marks a 67 percent increase year over year (Twitter for Business, 2021).
Facebook will focus more on eCommerce
Facebook made a significant shift in its focus as soon as the virus began to spread, adding another means for businesses and brands to connect with their audiences. It has also taken steps into emerging markets by working towards becoming an essential element in the online infrastructure, which would enable it to facilitate eCommerce transactions as well as anchor app-based transactions for those who do not have access to computers or bank accounts. Given this push and shift in focus, expect Facebook’s shopping tools to seep further into the platform over time so that users will unearth these services by accident and feel more compelled to use them, as Facebook sets out to become the middle man between app-based transactions (for users without bank accounts) and mobile commerce (for those not wanting anything too complicated).
You won’t post anything without a social listening strategy
During the COVID-19 pandemic, many businesses jumped on board the social listening train for the first time. They liked being able to respond in real-time to questions and conversations with their customers during a health crisis. But as the pandemic progressed (and was buffeted by ongoing political upheaval, labor shortages, and increased resentment towards corporations), even more businesses learned that social listening could help them understand their customers’ changing preferences and avoid PR mishaps. Not only that but it created opportunities for businesses to reach out to customers when otherwise there would be no way since communication channels were down during an upheaval so it ended up assisting companies in ways they never thought possible.
Customers would expect to purchase your things straight through social media.
There’s certainly no arguing that social media generates a lot of buzzes. Even in the pre-pandemic days, the vast majority of shoppers were already using social media to discover new brands and products to research before eventually making a purchase. With people spending hours a day scrolling through their favorite feeds searching for potential products to buy, it’s not surprising that many businesses have figured out that letting these users checkout in the same place just makes sense – after all, navigating to a website is an extra step, which is an additional potential leak in your conversion funnel.
You will have to develop a social audio strategy
Clubhouse, the live audio streaming platform for social media users, was launched in April 2020 and quickly became popular. It was subsequently followed by such audio-focused social services as Twitter’s “Spaces,” which was introduced shortly after Clubhouse’s release. Facebook is also reportedly trying to enter the live audio streaming market. Most small business owners believe that having a significant presence across multiple social channels that include audio functionality is an important component of their marketing strategy (and one they’ll want to implement moving forwards).
Except on YouTube, long-form video is a flop.
Social media users aren’t only limited to viewing feature-length content; they want engaging and entertaining videos too! Making funny or dramatic short videos is one way to keep your audience coming back for more because viewers know that their entertainment needs will be met. It seems like people just can’t get enough of these short-form videos because Hootsuite’s 2022 Social Media Trends Survey showed that nearly 40% of respondents said that they use short-form videos to sell products or services.
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