by Carissa Siddell

February 23, 2022

Over the last few years, we’ve seen a shift in how content is being created and consumed on social media. As any good social media practitioner would do, I spent some time at the start of the year researching trends and predictions and, unsurprisingly, there’s always something new to learn and try. Below, are the five trends I think you should be paying attention to (and some links at the end for further reading if you’re interested).

1.) TikTok is, and will continue to be, the “It Girl” of the social space

It’s not surprising that TikTok will be the top platform of choice for most users this year. With over 3 billion global downloads, TikTok offers its users a space to be creative while being a part of a global community. Major brands have taken advantage of connecting with their existing audiences and building brand awareness. If you are an active TikTok user, I’m sure you have seen a multitude of videos highlighting specific brands. Scrub Daddy successfully uses current TikTok trends to relate back to its business and create hype for their products. You can see how Scrub Daddy hopped on the “Go little rockstar” trend here. It’s important not to overthink your TikToks and to create content that feels organic in the space (read: not something that feels professionally shot). Less is more!

2.) Video, you’re in; still images, you’re out

Video will be the top way users consume content in 2022. TikTok surprisingly surpassed YouTube as the top video platform, but YouTube is still heavily used. Other platforms are trying to compete with TikTok and YouTube by creating their own video features. Instagram created “Reels,” which are 60 second videos, and LinkedIn is now offering video with its “Creator Mode.” Marketers on HubSpot report 64% will integrate short-form videos and more than 89% of marketers plan to invest in long-form videos in their 2022 marketing plans. Using features like TikTok or Instagram Reels is an easy way to film and edit your videos. As I mentioned above, the more authentic your video feels, the more views and engagement you will likely get. So, if your brand has only been posting pictures or images on its social platforms, it’s time to think about a video. Videos usually garner more engagement than static images, so the algorithms will prioritize showing videos in users’ feeds.

3.) Take your customer service on social media seriously

Maintaining your organization’s online reputation has never been more important, especially if your goals are to increase brand awareness and improve customer service and retention. It’s crucial that you respond to all of your engagement and yes, that sometimes includes responding to the trolls! Sixty-four percent of Facebook users report they would rather message a business than call. Consider hiring an agency or reputation manager to monitor your social media and reviews. Additionally, it’s important to respond to your Glassdoor, Facebook and Google reviews when you are trying to recruit new talent, foster relationships with customers and increase brand loyalty. View HubSpot’s graph below to see how customer service aligns with primary goals of social media strategy in 2022.

Hubspot Graph with Social Media Goals for 2022


4.) Social ad spending will continue to rise

According to eMarketer, we will see a surge in ad spend on TikTok, Pinterest, Snapchat and Facebook (see graph below). TikTok, Pinterest and Snapchat have a large number of users, and those platforms have not historically been crowded with digital ads. The ads seen on these platforms are content-centered and made to organically fit into the consumers’ feeds. We suggest crafting platform-specific ad creative for these use cases. DoorDash has a great example of an ad for TikTok, showcasing a restaurant that uses its services, and it was filmed in a way it would fit seamlessly in users’ feeds. Have you thought about how your social ad spend should increase this year?

5.) Consider using micro-influencers to support your brand

Using micro-influencers has become increasingly more popular with brands over the last year as they are reaching larger crowds of everyday users that are looking to buy attainable products and services. Definitionally, micro-influencers have a follower count from anywhere between 1,000-10,000 and usually charge less than $100 per Instagram post. (View the graph from eMarketer below to see how US Influencer Marketing Spending will continue to change.) According to HubSpot, during the pandemic, consumers trusted influencers more than brands. Consider using a micro-influencer to amplify your brand’s message. It’s a lower-risk way to enter into the world of influencer marketing, which is a marketing tactic that isn’t going away any time soon.

eMarketer influencer marketing graphic

If you are trying to decide where to start, make sure you’re utilizing video in 2022! You can use video to help sell more products and services, as well as reach new customers through ads, influencers or organic content. Customer service will also be a big factor in measuring the success of your organization’s online presence. If you need help managing your social media, ads, or reputation online, reach out to me to get the conversation going.

And if you’re interested in reading more about the trends I outlined above, here are a few resources to get you started:

Insider Intelligence’s Social Media Trends to Watch in 2022

10 Social Media Trends Marketers Should Watch in 2022

7 Marketing Trends That Will Define Success in 2022

Social Trends 2022