If you are a digital marketer then focusing on your social media marketing strategy should be a top priority for 2022. The second half of the year is even more critical for improving your social media presence, considering the holiday seasons are approaching and consumer spending and sentiment are both taking a positive upswing. So here are a few predictions that we believe might be worth remembering as you tweak your 2017 social media marketing strategy.
Live video content will become (even) bigger for Social media marketing
Although there are many streaming platforms present out there, Facebook Live and Periscope continue to remain the most popular ones.
In 2016, Periscope noted that users have watched 110 years of live video daily on the platform. Similarly, live streaming on Facebook reached record-breaking numbers around the world.
Twitter and Instagram aren’t behind in the race as both platforms have integrated live videos.
So, how can you leverage live videos in 2022 for Social media marketing? A good starting point is to first understand which social media platform is your audience spending the most time on. Once you’ve identified the platform, the next step is to identify touch-point opportunities where you can engage your social media audience. One of the most common touch-point is to live stream events. Live event streams help potential consumers connect with your brand without having to be physically present at a particular location. Other instances where live videos can come in handy are:-
Q&A sessions – These videos will drive engagement because the host can ask for comments, feedback, and questions from the audience.
Live videos series – Check out this weekly series from Allure, where the host reveals and reviews a new variant of their lipstick, and asks the audience what they want to see in the next video. This kind of content is not only exciting but also consumer-driven, which makes it highly engaging in social media marketing. According to Facebook, engagement rates on live videos are 10X higher compared to normal videos.
Social media marketing will become a dominant way of sales
Twitter, Instagram, Pinterest, and, Facebook provide users with a way to buy products directly from their apps. Check an example of Social media marketing on Instagram below:
According to a study from Aimia, 56% of consumers have told that they follow brands on social media platforms to browse products for sale and 31% have agreed that they are using social media specifically to look for new items to buy.
Brands should focus on these shopping habits and look to creatively embed sales call-to-actions in socially-driven social media marketing content. People spend time on social networks to find interesting content that they can relate to and information they can make use of, and simply sharing a photo of your product with a ‘Buy Now’ option ticks neither of those boxes. Instead, look for sharing information that your audience can use and embed your product pitch as a solution to their problems rather than simply forcing it down their throats.
Say if you cater to the beauty industry, you could share informative social media marketing content on beauty, skincare, and related topics. For example, ‘tips on how to get rid of tanning’ will make for a crisp and interesting video, along with a natural plug-in of your product as the solution at the end of the video.
If this seems difficult to you, there is another idea. This research proves that product demonstration videos get as many as 4X views compared to any other form of product information. Your audience is willing to view and share a Social media marketing video of your product, so why not give them the ammo and let them fire at will!
Ephemeral content will continue to get eyeballs
Marissa Emanuele (Social Media Marketing Manager of HubSpot) coined the term “FrankFeatures”, an instance when a social media marketing platform launches its version of some other platform’s best feature.
Need an example? Snapchat started disappearing or ephemeral content trend and Instagram launched a similar feature but with the ability to also share the ephemeral video. It is not like you will abandon marketing video production and professional photography but disappearing content on Snapchat and Instagram is a good way to showcase the “other side” of your brand.
The ‘urgency factor’ associated with ephemeral content creates a strong pull as users understand that the content is available for only a limited amount of time. And hence, such content usually drives high engagement in a short period. And because it’s usually crisp, ephemeral content also commands the attention of the audience.
social media marketing Content ideas for ephemeral stories can include:
- Contests and giveaways
- Live events
- Daily or weekly video series
- Product reveals
- Behind-the-scenes looks
Brands will rely more on messaging apps
If the only thought that comes to your mind when we say ‘messaging app’ is Whatsapp, and Facebook Messenger (and maybe WeChat) as the alternatives to traditional text messaging then think again- messaging apps are used by more than 4 billion users people worldwide and there is a marvelous opportunity for brands to take advantage of this presence.
Brands are using messaging apps to communicate with customers, which is completely revamping the way customer service is done. These apps provide the customers an easier and faster way to get assistance rather been waiting for an email.
For example, Hyatt uses Facebook Messenger for 24-hour customer service, where guests can ask questions, get recommendations and make reservations.
Another research will make you think twice about messaging apps, a quarter of apps are downloaded and uninstalled after just one use, except for messaging apps. Already the WhatsApp business messaging app launched and is used by millions of users. So, in 2022 Social media marketers should expect less social networking and more messaging to develop a real time connection with audiences.
Brands will make a switch from Snapchat to Instagram for stories
Instagram launched its stories and reels features in 2022 and just after two months, Buzzfeed News reported that Instagram stories were getting 100 million daily active users and it represents two-thirds of Snapchat’s complete user base. This is the reason why brands will start switching from Snapchat to Instagram for sharing stories.
With 600 million users, Instagram offers a bigger audience than Snapchat which is only 150 million. Plus Facebook owns Instagram, and Instagram advertisers can target based on Instagram and Facebook insights. Instagram also allows a user to publish videos and photos in a permanent portfolio in addition to ephemeral stories, so sharing content is much easier with friends.
Despite the rapid growth in Snapchat, it offers fewer means of measurement and analysis for the social media marketers, so Instagram offers more ways to measure ROI in 2022 Instagram is also adopted by a large number of public figures and celebrities and the interface of Instagram is slicker.
These were the 5 social media marketing predictions that we think will come true in this half of 2022.
Social media marketing is changing constantly and one prediction we didn’t include was to prepare for anything. So, what are your social media marketing plans for 2022? Share them in the comments section.