Prime 9 Social Media Tendencies to Put together for in 2022

It’s that point once more. Social media managers in all places are blinking our eyes and poking our heads out from behind our screens to take the lay of the land. We’ve received methods to plan, and we have to know: which social media tendencies are going to alter the sport in 2022?

Is TikTok going to overhaul Instagram? Is natural engagement any higher? Is it essential to host a dwell audio chat as soon as per week?

It may be robust working in an business that morphs sooner than a Energy Ranger. However, don’t fear, we’re right here to avoid wasting you a bunch of late nights as a result of we’ve got solutions.

We appeared on the 5 key tendencies outlined in Hootsuite’s world Social Trends 2022 report, together with information from our survey of over 18,000 entrepreneurs to convey you this listing of 9 social media tendencies that may dominate the business in 2022. And possibly even change the way in which you do your job.

1. TikTok will become the most important social network for marketing (??!)

Instagram has held the #1 spot in most social marketers’ hearts for the past few years. It was growing the fastest, had the highest returns on investment (depending on your industry), and (bonus) was pretty fun to hang out on. But that’s changing now.

TikTok surpassed the 1 billion user mark in September 2021. That made it the seventh hottest social community on this planet.

If you happen to exclude messaging networks, TikTok is the 4th hottest social media community after Instagram.

Chart: the world's most used social media platforms

Why is that this a giant deal? Effectively, in January 2021, it solely had 689 million customers. That’s a forty five% improve in lower than a 12 months.

And this comes after its largest progress spurt of all: a worldwide person base improve of 1,157% between 2018 and 2020.

To place this into perspective, Instagram’s month-to-month energetic customers grew at a rate of 6% in 2020.

Much more fascinating? Google Search Tendencies exhibits that TikTok fully dominates Instagram’s short-form video content material.

Over the past 12 months, search demand for TikTok has grown by 173%. However search demand for Instagram Reels has solely grown by 22%. And it has decreased by 33% for Tales.

However regardless of TikTok’s fast progress, most companies are hesitant to spend money on the community. Take the outcomes from Hootsuite’s Social Media Tendencies report.

Chart: Do you plan on increasing or maintaining or decreasing your investment in the following social media networks?

Solely 35% of respondents mentioned they deliberate on rising their funding in TikTok within the subsequent 12 months. Most companies proceed to position massive bets on dependable networks like Instagram and Fb.

However that’s not the entire story. When requested which social platforms they thought of handiest for reaching their enterprise targets, 24% mentioned TikTok. This can be a 700% improve over 2020.

Social media trends chart: Which social media platforms do you consider most effective for reaching your business goals?

TikTok launched a number of useful enterprise instruments in 2020 and 2021, together with enterprise profiles, ads, and a creator market. This might be why companies are feeling extra optimistic about it this 12 months.

To-Do Listing: If manufacturers aren’t flocking to TikTok but, they are going to be quickly. We advocate being on the entrance of the wave somewhat than behind it.

  • Seize an account deal with on your model
  • Discover TikTok so you can begin feeling fluent on the platform and discover some ideas
  • Sketch out the fundamentals of your TikTok marketing strategy

2. You’ll begin spending massive advert {dollars} on smaller networks

Of all of the social media tendencies on this listing, this one is probably probably the most stunning.

New analysis exhibits that buyers could also be extra receptive to promoting on smaller channels like TikTok, Snapchat, and Pinterest than the larger social networks.

  • A examine by Kantar, commissioned by TikTok, discovered that buyers ranked TikTok adverts as extra inspiring and satisfying than adverts on different platforms.
  • A Nielson examine commissioned by Snapchat discovered that adverts on Snapchat had extra attain than TV adverts and led to larger consciousness and buy intent.
  • A Pinterest Business examine confirmed that adverts on Pinterest had greater ROI and cheaper conversion charges than adverts on different social networks.

Google Search Tendencies additionally present rising search demand over the past two years for adverts on these networks. TikTok is main the cost.

This chart exhibits that rumors of fine outcomes are spreading. And curiosity about promoting on the smaller networks goes past self-funded research.

Our speculation? The smaller networks aren’t as saturated with adverts as Fb and Instagram, so customers could endure much less from adverts fatigue.

Many social execs additionally needed to diversify their adverts technique in early 2021 in response to the Apple iOS 14 replace. This was when Apple introduced an “choose in to adverts monitoring” possibility for all Apple customers, blocking Fb’s means to focus on an unlimited chunk of its viewers.

Most significantly although, TikTok, Pinterest and Snapchat all encourage advertisers to make their adverts “slot in” with natural content material that’s already being posted by common customers.

The result’s adverts which can be extra entertaining and fewer disruptive, rising conversions and all-round good vibes for companies.

French magnificence model MAKE UP FOREVER ran an in-feed TikTok ad as half of a bigger model consciousness marketing campaign. It incorporates a creator testing and reviewing a brand new basis as they’d on their very own channel.

The marketing campaign generated greater than 11 million impressions and 10 million video views for the model throughout France.

To-Do Listing:

  • Take a more in-depth have a look at your engagement throughout all platforms. Have you ever been underestimating Pinterest customers? Neglecting the potential of your Snapchat viewers?
  • Examine the content material individuals put up on that community. See should you can enhance your model’s tone to slot in with the vibe there.
  • Experiment with creating adverts on that community. Or check a brand new community, particularly should you’ve discounted it as an excessive amount of effort for natural content material up to now.

3. Consumers will need count on to purchase your merchandise straight on social media

Earlier than the pandemic, social commerce was a flashy alternative for probably the most revolutionary companies (mattress disruptors, eyeglass disruptors—principally you needed to name your self a disruptor earlier than you’d let your clients store on social).

However elevated social media consumption mixed with stay-at-home mandates created the proper circumstances for a social purchasing explosion. Which isn’t going away.

eMarketer predicts social commerce might be an $80 billion business by 2025. It’s using the coattails of equally large e-commerce progress (a rise of 18% in 2020 alone).

Social Media Trends Chart: US Retail Social Commerce Sales, 2019 - 2025

81% of shoppers had been already utilizing social media to find new manufacturers and analysis merchandise earlier than the pandemic. Many companies have found out that letting these customers checkout in the identical app simply is smart.

In any case, navigating to a web site is an additional step, which is an additional potential leak in your conversion funnel. Particularly on cell, the place cart abandonment charges are excessive.

Most social networks have in-app purchasing options now, including live video, and are working to supply new options to fulfill rising demand. However Instagram, Fb, and Pinterest are the preferred. And TikTok, Twitter, and YouTube aren’t far behind.

Instagram Explore page
Instagram added a “Store” tab to the Discover web page in 2020

To-Do Listing

Social commerce probably received’t exchange e-commerce quickly. However, relying on your small business, you shouldn’t be designing a retail expertise with out interested by it.

  • If you happen to promote merchandise to individuals, arrange a Fb Store and/or an Instagram Store. Or, check out Product Pins on Pinterest.
  • There’s some design flexibility in these outlets, so make the shopper expertise as visually seamless together with your model as you’ll be able to.
  • Don’t fear about getting your complete stock up. Deal with curating the objects you assume your Instagram followers will like finest.
  • Experiment with shoppable posts, and even adverts! This can enable clients to see your merchandise in context—after which place an order in only a few faucets.

4. Nobody will wish to speak to your model on the telephone

Between lockdowns, halting world provide chains, and labor shortages, shoppers have had extra pressing questions for companies than ever earlier than. And so they’ve found they will get solutions to these questions extra conveniently utilizing social media.

In a Nielsen survey commissioned by Fb, 64% of individuals mentioned they would like to message somewhat than name a enterprise. And ​​in response to Gartner, 60% of all customer service requests might be managed through digital channels by 2023.

Regardless of the rise in demand, many organizations aren’t able to ship efficient buyer help over social media but.

Hootsuite’s 2022 Buyer Care Survey exhibits that 71% of organizations have both not began investing in social buyer care but, or they don’t plan to take a position in any respect.

Social Media Trends Chart: Is social customer care an area your organization will be investing in more in the future?

However our more moderen Social Media Tendencies survey information means that the tide could also be turning. 59% of respondents agreed that social buyer care has elevated in worth for his or her group.

To-Do Listing

  • Begin interested by a social media customer service strategy.
  • Create network-specific response templates for regularly requested questions.
  • If you happen to haven’t already, attempt utilizing a chatbot to enhance your response time.
  • Merge your customer support conversations in a single device. (Naturally, we propose Sparkcentral or Hootsuite Inbox.)
  • Prepare your social advertising group in buyer help finest practices. Higher but, rent devoted customer support brokers on your social channels.

5. Lengthy-form video is a bust, besides on YouTube

Based on video internet hosting software program firm Vidyard, 60% of all movies printed on the web in 2020 had been below 2 minutes lengthy.

Graph: Video length distribution across the internet
Supply: Vidyard

This stat places video size on social media platforms into perspective.

Two years in the past, with the appearance of IGTV and Fb Watch (to not point out the supposed demise of Snapchat), there was a second after we all thought long-form video was the longer term.

YouTube, identified for its long-form instructional movies, was rewarding movies that handed the 10-minute mark. And Fb wished to compete in the identical area.

Companies rushed to make “television sequence” for his or her social platforms. Will Smith even narrated an IGTV present for Nationwide Geographic. It appeared like Fb may not solely be taking up YouTube, however cable TV networks as effectively.

However then TikTok arrived in North America. In response, Instagram launched Reels in late 2020, and the remainder is historical past.

Quick ahead to fall 2021.

Instagram has deprecated IGTV. Nobody talks about Fb Watch anymore. And even YouTube, the final bastion of long-form video on social media, has launched a brand new format. You guessed it: YouTube Shorts.

The success of Reels and TikTok follows the success of Tales (one other short-form video format), which noticed fast person uptake from 2018 to 2020.

Sadly, Fb hasn’t up to date the five hundred million person depend for Tales because the launch of Reels in 2020, so we will’t actually inform if it has grown. However makes an attempt to repeat the disappearing short-form video format on Twitter and LinkedIn failed in 2021. RIP Fleets and LinkedIn Tales.

This implies that social media customers received’t watch simply any short-form movies. They should be entertaining and interesting too. Additionally, maybe disappearing content material isn’t as massive a draw because it was.

Regardless of the purpose, Hootsuite’s 2022 Social Media Tendencies survey exhibits that companies want short-form video too.

Social Media Trends Chart: Does your company engage in any of the following activities to sell products or services?


Almost 40% of respondents mentioned that they use short-form video to promote merchandise/providers.

To-Do Listing:

  • In case your aim is to succeed in new followers, experiment with TikTok movies.
  • In case your aim is to re-engage your current Instagram viewers, experiment with Reels.
  • You probably have success with short-form movies on one platform, attempt it on others. And be aware of the outcomes. As at all times, you’ll wish to translate movies for every channel. No TikTok watermarks on Reels, please!

6. You’ll outsource (no less than a few of) your engagement ways to a Creator

The creator economic system has been round for a few decade. Nevertheless it boomed through the pandemic as individuals appeared for tactics to diversify their earnings (because of unemployment, or a sudden inflow of spare time, or each).

However we’re not simply speaking about millionaire YouTube stars. It’s now thought of widespread for normal people to monetize their hobbies, create a second earnings stream, or discover freelance work by way of social media too.

Therefore the rise of the time period “Creator.”

“Creator” encompasses each skilled influencer entrepreneurs and beginner content material creators — principally anybody who writes, edits, designs, and movies content material to publish on social media with an entrepreneurial motivation.

As of 2021, 50 million individuals contemplate themselves to be creators on social networks. And companies are set to spend $15 billion on influencer advertising by 2022.

Within the U.S. alone, 72.5% of entrepreneurs are projected to utilize influencer advertising by 2022.

Graph: Share of U.S. Marketers using social media and influencer marketing, 2019 - 2022
Supply: eMarketer

Social networks are each driving and responding to this increase by including many new native monetization instruments, akin to:

  • TikTok’s Creator Market
  • Instagram’s Collabs
  • Instagram’s Branded Content material Advertisements
  • Fb’s Model Collabs Supervisor
  • YouTube Model Join
  • Twitter’s paid Super Follows

These instruments are all geared to get content material creators paid, to allow them to preserve including worth for manufacturers and customers on their chosen platforms.

Plus, they assist the networks grasp on to their slice of that $15 billion pie. That’s till one of many 1000’s of third-party “creator monetization” apps which have sprung up in the previous couple of years lastly cracks the code.

To-Do Listing: No matter your area of interest (plant fanatics, goth Harry Potter followers, ASMR receptionists, and so on.), there’s a creator with an already established fan base ready to associate with you. And so they’ll do a greater job of making genuine, long-term buyer relationships than any model account might ever hope to!

  • Outline the viewers you wish to attain (and which platform they’re on).
  • Browse creator marketplaces to make a shortlist of people that have clout with that viewers.
  • Get able to pay fair rates. Even probably the most micro of creators know their price and received’t be prepared to work without spending a dime.

7. It’s worthwhile to study paid promoting (even should you don’t do adverts but)

Truthfully, this social media pattern has been round for a couple of years. Nevertheless it’s nonetheless price mentioning, particularly given what we present in Hootsuite’s 2022 Social Media Tendencies survey.

43% of respondents mentioned “the decline of natural attain and the necessity to improve paid promoting budgets” was their largest problem on social media. That is second solely to constantly arising with concepts for content material.

Social Media Trends Chart: What are your biggest challenges on social media?

However that was for respondents total. Small to medium-sized companies (SMBs) listed the decline of natural attain as their #1 problem.

This is smart. The decline of organic reach has been well-documented for years, particularly on Fb and Instagram. And most SMBs have restricted funds to place in the direction of “pay-to-play” ways.

The pandemic brought on some ups and downs for social promoting. Companies lowered their spending on adverts. And those that continued to spend complained about low returns on over-saturated networks.

Plus, Apple allowed users to opt out of Facebook tracking. This brought on Fb advertisers to reinvent how they did their advert focusing on.

However the truth stays that the common natural attain for a Fb put up is 5.2%.

Meaning solely 5% of your followers could ever see your posts should you don’t put any paid funds behind them.

Positive, you’ll be able to develop your social media technique to different networks the place it’s nonetheless potential to go viral with out spending a dime. (*Ahem* TikTok.) However chances are high you’re not going to go away the audiences you labored so onerous to develop.

It doesn’t matter what your funds, somebody in your social advertising group goes to should no less than learn to boost. And everybody goes to should study the fundamentals of viewers focusing on.

To-Do Listing:

  • Preserve utilizing natural social media content material to extend model consciousness, ship customer support, and encourage viewers engagement, charming individuals alongside the shopping for journey. Discuss with the useful Venn diagram beneath for extra data.
  • Experiment with selling your prime posts to succeed in new potential clients.
  • If you happen to’re able to stage up your adverts recreation, contemplate investing in an answer like Hootsuite Social Advertising. It lets you publish adverts to Fb, Instagram and LinkedIn and observe their efficiency in the identical dashboard.

Request a Demo

​​ Venn diagram: Benefits of Organic vs. Paid social media

8. You received’t put up something with out a social listening technique

Throughout the COVID-19 pandemic, many companies jumped on board the social listening prepare for the primary time. They appreciated having the ability to reply in real-time to questions and conversations with their clients throughout a well being disaster.

However because the pandemic progressed (and was buffeted by ongoing political upheaval, labor shortages, and elevated resentment in the direction of firms), much more companies realized that social listening might assist them perceive their clients’ altering preferences and keep away from PR mishaps.

Social Media Trends Chart: Over the past 12 months, social listening has increased in value for my organization


This pattern is backed by information from Hootsuite’s 2022 Social Media Tendencies survey. Most respondents mentioned that they both considerably or strongly agree that social listening has elevated in worth for his or her group over the previous 12 months.

We additionally see that Google search demand for key phrases like “social listening” and “social listening instruments” is up 22% year-over-year. Which means that extra individuals are on the hunt to both discover out what social listening is or purchase a device for his or her enterprise.

Chart: Year-over-year growth in Google search volume for social listening related keywords

To-Do Listing

  • Arrange three search streams in your most popular social media administration device (should you don’t have one but, try Hootsuite for free for 30 days) for the next:
      • Your model mentions, branded hashtags, merchandise, and spokespeople
      • Your opponents’ model mentions, branded hashtags, merchandise, and spokespeople
      • Key phrases and hashtags necessary to your business as an entire
  • Watch our super-informative intro to social listening video:

  • Be sure that the individuals who make selections have entry to what you study. Whether or not you’re working a one-woman flower store or have a group of 2 hundred entrepreneurs, social listening will floor points and alternatives that may have an effect on the entire enterprise.

Try Streams in Hootsuite

9. Your VP will ask you to develop a social audio technique

Clubhouse launched in April 2020 however grew steeply in recognition in early 2021.

Graph: Monthly installs of Clubhouse Worldwide, Sept. 14, 2020 - Mar. 15, 2021

Twitter launched its social audio platform, Areas, rapidly after. And Fb can also be reportedly attempting to enter the ephemeral dwell audio format.

These occasions had many social advertising groups, including Hootsuite’s, scrambling to resolve whether or not it was price investing in a social audio technique. And as our 2022 Social Media Tendencies survey exhibits, the vast majority of companies appear to assume it is price it.

Social Media Trends Chart: Are you planning to invest in audio-only content in the next 12 months?

When requested particularly how they had been planning to take a position, outcomes had been pretty blended throughout the board. However the preferred possibility was “internet hosting/main audio dwell streams as thought leaders.”

(Aspect observe: props to everybody who’s been assigned the job of making an organization podcast. Blink twice if you need us to ship assist.)

Social Media Trends Chart: How are you planning to invest in audio-only content?

Let’s break down the information even additional.

Our survey discovered that it was most frequently VPs and mid- to large-size firms who deliberate to spend money on social audio and thought management, in addition to firms that had been already very assured about proving social media’s return on funding (i.e., firms that use extremely subtle social advertising ways).

This is smart. Thought management is seen as an ideal alternative for social audio content material as a result of it permits one or two individuals to talk to a big crowd. For many who have the boldness and the funds, it’s a giant alternative to construct belief in your model and straight join with potential clients.

That mentioned, due to the talent and time concerned, social audio just isn’t a very low-cost type of content material advertising. This is without doubt one of the causes we predict small companies might be slower to undertake it. You’ve received to have the money to make an funding upfront on a format that hasn’t proved ROI for anybody but.

Lastly, Clubhouse has said that adverts received’t ever be part of its enterprise mannequin.

That is both a professional or a con for companies, relying on the way you have a look at it. Both means, the shortage of adverts means integrating your model into Clubhouse will take some creativeness.

And the trail to ROI might be a protracted and winding one, which can usually embrace redirecting listeners to your different social media channels.

To-Do Listing:

  • You don’t have to decide on one explicit social audio platform over one other. However you need to begin interested by how your small business can make the most of social audio normally, now.
  • When you’ve received an concept of the worth you would convey to listeners, begin interested by particular platforms. For instance, attempt utilizing Areas to interact your current neighborhood on Twitter. Strive Clubhouse to attach with new followers.
  • Faucet the thought leaders (hopefully good, charismatic people with loads of improv expertise) in your organization to host a chat on behalf of your model. And be sure to rent a professional moderator who will help decrease the danger of trolls and unwelcome questions.
  • If nobody matches the thought chief invoice in your organization, contemplate partnering with an influencer who matches your model values to host a chat in your behalf.

That’s it! These are the 9 social media tendencies we expect it’s good to know to remain on prime of your recreation in 2022. Which of them did you see coming? And which of them stunned you? Go away us a remark beneath to tell us.

You’ve learn the social media tendencies. Now let Hootsuite enable you keep forward of them.

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From a single dashboard you’ll be able to simply:

  • Create, edit and schedule posts to each community
  • Discover out what your finest occasions to put up are primarily based in your distinctive, historic information
  • Observe related key phrases, matters, and accounts
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With recordsdata from Paige Cooper.


Do it higher with Hootsuite, the all-in-one social media toolkit. Keep up to the mark, develop, and beat the competitors.

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