10 key figures and 5 tendencies to know in 2022

Hootsuite has just released the 6th edition of its Social Trends Report. The study is based on a global survey conducted by the platform among 18,100 marketing experts, observers and companies, in the 3rd quarter of 2021. In this way, a lot of data is shared and 5 social media trends are identified: brand strategy, social media advertising, ROI, social commerce and customer care. The goal of the report is to discover or explore more the new behaviors and social platforms that must be in place in 2022, to help digital retailers rethink their social media strategy.

10 key social media personalities to remember for 2022

We’ve covered you with a list of the 10 best facts you shouldn’t miss from Hootsuite’s 2022 Social Trends Report:

  1. Facebook is the most effective social platform for achieving business goals according to 62% of marketing professionals, ahead of Instagram (49%) and LinkedIn (40%). TikTok jumped 700%, from 3% in 2020 to 24% in 2021, reaching 6. place.
  2. Instagram is the social network in which respondents plan to invest the most in 2022 (48%), ahead of Facebook (47%) and YouTube (44%). Those with 36% plan to increase their budgets on TikTok and 38% to keep their current investments on this network.
  3. 47% of them need to keep their budgets for Snapchat and Clubhouse, as well as WhatsApp (46%) and Pinterest (44%).
  4. Only 10% of respondents said they do not use paid ads (compared to 29% last year). This is especially true for small businesses (75%).
  5. Almost 1 in 2 retailers (48%) believe that their social advertising strategy is quite integrated with other marketing activities, such as television advertising, print, Google Ads and / or media relations.
  6. Among the surveyed experts, 83% are convinced of their ability to measure the ROI of their shares on social networks (compared to 68% a year earlier). 14% even say they are very confident about it (compared to 7% in 2020).
  7. 46% of marketers use native social media platforms (such as Facebook, Instagram and Twitter) to collect and integrate their data. This figure has fallen sharply in the last 12 months (compared to 62% in 2020). On the other hand, 36% of them use third-party tools, a trend that has risen sharply over one year (compared to 21% in 2020).
  8. Brand awareness remains the main goal for social media marketers (53%), ahead of acquisition (47%) and conversion (46%).
  9. The production of original and creative content on social networks is the main challenge in 2022 for more than 1 in 2 respondents (51%), ahead of the decline in organic reach (43%) and data integration (34%).
  10. Experimenting with new content and original ad formats is the most exciting opportunity for industry experts (14%). Behind, we find the use of social networks to generate conversions (e-commerce, social shopping) and the development of the impact of social media on other business departments (trade, HR, product development), all two linked (12%).

Creating connected and sustainable online communities

When it comes to social media branding, Hootsuite expects to significantly strengthen the development of its online communities during the year. The platforms are currently launching new tools, such as the “Community” feature developed by WhatsApp or recent Twitter communities created on the model of Facebook groups.

Digital communities should therefore grow in 2022 because their resources are multiple. They enable brands to connect with new audiences, offering them exclusive access to their products or services, in order to gain their trust and thus improve their notoriety. But it is no longer a matter of creating a community from scratch. Regardless of their typology, content creators are the key to brand entry, to help them access these online communities. Their role is essential to better identify their target, simplify content creation and create brand affinity.

Look for active and engaged online communities around interests relevant to your product category. (…) By bringing creators into those circles where you are not well known and adding value to them, you will reach new audiences, build your cultural appeal and learn more about your clients, Hootsuite recommends in its report.

Other social media trends for 2022 according to Hootsuite

A report on social trends published by Hootsuite reveals 4 more trends for social networks in 2022:

  • Advertising on social networks: while retailers intend to spend more dollars on advertising on social platforms, consumers expect to be more creative, offering content that reflects and enriches the experience offered by the brand.
  • King: Social is evolving more and more until it goes beyond the realm of marketing teams. To achieve the same effect as in other sectors of the company, retailers will be able, for example, to strengthen their employee advocacy program, master social listening or seek more information about their customers. .
  • social trade: As the number of sales made on social networks explodes, this trend will become the core of the shopping experience after the pandemic. If large companies test the limits of social trade, small structures will redouble their efforts to increase their conversions directly on social platforms.
  • Customer care: To respond to the influx of demands to satisfy their customers, front-line social media managers have the opportunity to play a major role in solving problems and directing organizations to reduce tensions by improving their customer service.

Download the full Hootsuite report

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