The digital marketing strategy is a dynamic creature that needs to be updated constantly based on the ever-evolving social media trend. Trends rise and fall dramatically and it is important to stay abreast of what works in the current situation. Social media trends are whimsical and change quicker than the Melbourne weather.
Feeling the pulse of the target audience is essential for a successful social media marketing strategy. In a world where the attention span of audiences is quickly shrinking, it is important to figure out what strategies can capture eyeballs even for a fleeting moment. Here is a list of the latest social media trends that are creating waves. They will give you a fair idea of what you can include in your business strategy for the year to make your brand stand out.
Video Content Will Dominate Social Media
The attention span of audiences is getting lower as people keep scrolling through social media accounts frequently. The video format, short and sweet, is a powerful audio-visual medium to communicate with the target audience. In 2022, the video format is expected to dominate the social media space. The success of Instagram stories, reels, and the popular TikTok videos are testament to this.
Social Commerce Is Flourishing
Social Shopping is becoming the new normal in 2022 as social media users click through content on social media platforms like Instagram, Pinterest, and Facebook to complete their shopping. This is becoming highly popular as brands create shoppable posts that offer a splendid, seamless shopping experience. This format takes advantage of instant decision-making and nudges the audience to convert the like into a purchase. The growing popularity of this format indicates that it is a trend worth latching on to this year as it can yield immediate benefits.
Twitter and Instagram will continue to shine
Twitter and Instagram will continue to remain popular platforms in 2022.B2B businesses are expected to increase their presence on Twitter and Instagram in the near future. A recent survey by Hubspot revealed that B2B businesses were increasing their investments in Twitter and Instagram in comparison to Facebook.
Social Listening will be used for deeper insights
Brands will focus on social listening to derive deeper insights into the customer psyche and personalize their offerings to meet the needs of their target market. Social conversations provide interesting perspectives into the current issues plaguing customers. Their increased expectations etc. This can help brands to get a handle on how their brand is perceived and to understand the impact of social media campaigns.
Targeting New Audiences
At the end of the day, every marketing campaign is about expanding the customer base and attracting new categories of users. The idea of maintaining a continued presence on social media is to access new audiences, build long-standing relationships with customers and go beyond increasing sales numbers. This will form the foundation for building the image of the brand that will help the business in the long run.
The success of Clubhouse, Podcasts, Live Audio Rooms, and Twitter Spaces indicates the growing popularity of social audio as a method to reach out live to audiences. Social media users have shown a great interest in active participation in this medium which gives them an opportunity to listen and interact with subject matter experts on a variety of topics. Brands would do well to use this medium to build a presence especially when they need to communicate to a wider audience.
Paid Advertising Does Pay Off
It is difficult to increase organic reach beyond a point especially when the brand is new and you are trying to build a presence. Paid advertising or pay-by-click ads help by offering instant conversions. The year 2022 could see a surge in paid advertising as businesses will use them to promote their brands for more leads and faster conversions.
Augmented Reality Creates Better User Experiences
The use of augmented reality to create better user experiences on social media platforms is expected to become more popular in 2022. Whether it is photo filters or adding digital elements to visual content it is expected to engage the audience and offer them a personalized experience. Augmented reality can help users try out a product virtually before purchasing it. Studies show that augmented reality has the potential to improve click-through- rates by over 33%.
Influencer Marketing continues to make a splash
Using a celebrity or public figure to market your brand has been working well on social media and continues to rule the roost. The results have been good enough for businesses to increase their spending on influencer marketing. The spurt in the number of social media influencers indicates the rising popularity of this medium. The only modification in 2022 is that businesses are looking at micro-influencers with equal interest as they are quite powerful in their niche areas. Influencer marketing works out cheaper than paid advertising but with similar outcomes. It makes sense to incorporate influencer marketing into a robust digital marketing strategy, especially for targeted campaigns over a short period of time.
Customer Service via Social Media
You might have noticed that brands are very responsive when you tag them with regard to a complaint or grievance. Within minutes of a social media post, you will get a message from the brand officials offering to address the issue. Brands are using their social media handles to listen to their customers and resolve their concerns wherever possible. Studies indicate that social media platforms will be increasingly used by brands to respond to customer queries. A properly addressed customer query on social media has the potential to improve the brand image and goodwill at no extra cost as it happens in the public domain.
These are a few drivers of the latest social media trends that are visible in 2022 but they are by no means exhaustive. Social media trends are quite dynamic and can change at the drop of a hat. Team Pumpkin, a 360-degree digital marketing agency, is always hot to trot on these trends and change the creative curve of brands by observing the changing social media trends and tweaking the digital marketing strategy for its clients in accordance with it.