The latest figures show that there will be an expected 3.96 billion social media users worldwide by the end of 2022—a 4.8 percent increase from a year ago (Oberlo).
It’s clear that social media will continue to be a part of our daily lives. As such, it should be a primary element of your marketing strategy, too.
To make sure you get it right, we’ve rounded up seven tips for social media marketing success in 2022.
1. Choose the proper channels.
Multichannel social media campaigns tend to have a higher ROI than single-media campaigns. In fact, you can improve your ROI and effectiveness by up to 35% for every channel you add, according to Analytic Partners. But that doesn’t mean you should scatter the same content across all social media: Be strategic about the channels you use and the brand messages you send.
Start by identifying your target audience, tailor content relevant to them, and then deliver using the channels they use most often. For more about choosing the right channels for your marketing program, check out this article from Digital Marketing Institute, How to Choose the Best Social Media Channels for Your Business.
2. Use live video.
Because live video is more engaging than static content, it’s an excellent way to make a personal connection with your customers and prospects—to make them feel like they’re part of the action. By the end of this year, live video is expected to reach a 17% share of all internet traffic (Cisco). That growth is partly due to video’s ease of use and accessibility, with more social channels adding live video features. Plus, it’s versatile. From a live-stream event to a new product demo or reveal, going live can be as simple or grand-scale as you choose.
3. Keep videos short + entertaining.
With our ever-shortening attention spans, it’s no surprise that quick, short-form video is the industry standard (even though TikTok recently rolled out a new 10-minute video option. With the push of short-form platforms like Instagram Reels—which gets the most organic reach of any type of post—as well as LinkedIn’s Creator Mode, and YouTube Shorts, there’s a lot of competition out there. So, to stand out in this crowded space, your videos need to be creative, innovative, highly informative, and entertaining.
4. Prioritize User Generated Content (UGC).
We know that many consumers have grown suspicious of advertising but trust their peers and online reviews. Recent studies show that 79% of people say UGC highly impacts their purchasing decisions. (Stackla)
To build trust in your brand, build relationships with your employees and customers by simply engaging them in conversations (using the DM feature on Instagram is an authentic way to engage with customers). Then, amplify their voices (and faces) on your social channels by responding to their posts, calling them out, and reposting or sharing their stories.
5. Stay engaged.
Look for Facebook and LinkedIn groups relevant to your business and be an active participant (don’t merely sell your services). Also, monitor relevant hashtags to stay on top of trending topics that are important to your audience. And remember that speaking to your audience on social channels is just as crucial as listening. Tune in to see what issues your customers and competitors are talking about, events they’re attending, etc.
Also trending in 2022 are more intimate types of connected experiences on social channels, tapping into niche communities using features such as Facebook Groups, Live Audio Rooms, and Facebook Live. As it makes sense for your brand, explore these opportunities to engage with your customers in a space where they feel connected.
6. Use more visuals.
The growth of image-focused channels like Instagram and Pinterest reinforces that people are attracted to visuals instead of plain text—and visuals can help your message be absorbed better. Studies prove it, colored visuals increase people’s desire to read content by 80%, and posts with images produce 180% more engagement. (Venngage). Add infographics, photos, and videos to your posts to ensure that your content doesn’t get lost in the scroll.
7. Invest in paid advertising.
Implementing paid social media advertising can be an effective strategy for growing your brand. Affordable and highly targeted, these ads put your message in front of the people who are most likely to shop with you—a smart option that can work in conjunction with your social media marketing strategy.
Based on research, these are a few of the social trends and tips that we’re incorporating as part of our social media strategy this year. I hope you find the insight helpful for your brand marketing.