We are well into the new year, still battling the Covid-19 pandemic, still wearing masks, and charging ahead the best we know how. We’ve already noticed several trends in the world of social media marketing and e-commerce requiring businesses to change and adapt to a social-first mindset and get creative with marketing.
The pandemic has created changes that have transformed B2B and B2C industries; most notably, how businesses are observed by the public and the importance of remaining authentic. With information researched and reviewed from sources like Forbes, HootSuite, Later, and other favorite Take Flight go-to outlets, these are the top five trends that are vital for small businesses to know:
1. Smaller Influencers Hold More Power
This shift is centered around connecting with audiences and earning trust rather than just boosting sales and producing ads. Most major social networks have offered a way for content creators to monetize and simplify branded content. The focus is narrowing in on brands getting to know their communities and what matters to consumers. These influencers bring a way to humanize brands, giving consumers a familiar face to trust, and offering a pathway for brand awareness. Consumers are no longer looking for perfect curated images from brands, celebrities, or influencers; they want faces and stories they can relate to, deeper connections, and making choices that matter.
2. Consumers Want More Creativity in Marketing
Consumers are becoming wiser surrounding marketing, searching for more enriching, original content. They feel over-saturated with ads, and major social networks are adapting, saying organic content that fits with the platform will be more beneficial than ad interruptions.
The largest increases in spending according to a recent survey will be towards TikTok, Pinterest, and Snapchat. Facebook, Instagram, and LinkedIn will also continue to be essential for digital business growth with Facebook at 62% and Instagram at 49% ranking as the most effective overall platforms. However, the most impactful growth is on TikTok’s platform with a 700% growth rate in the last year in terms of effectiveness.
3. Accountability and Authenticity Impact ROI
Increased confidence surrounding measuring ROI in social marketing efforts makes it easier to see success for business goals. The impact of the pandemic on social media and digital accountability is no secret, the power of the public is shown in big brand scandals or being “exposed”. Consumers are looking for validity, honesty, and authenticity from businesses. The need for inclusivity and diversity within companies is more weighted than ever with consumers looking within the companies’ employees and their values when doing brand research online. With engagement on platforms rising, the ability to measure the effect social campaigns and content have on profitability becomes easier.
4. Social Commerce Continues to Grow
Social commerce is not new anymore, nor is it exclusively for large companies to use. Small businesses can use the power of online communities to thrive and build brand awareness. The pandemic pushed e-commerce and social marketing to the forefront of profitability and will continue to grow beyond the pandemic. You must be present in every step of the consumers journey now, as social commerce relies on it. Younger generations are using social media even more than search engines to do brand research; and social media networks rank second overall in online brand research, creating a demand for brands to be present on those platforms. With the use of tools like Instagram Shopping and Facebook Marketplace, they are using social networks to enter the buyer’s journey and exit buying products as they consume more content.
5. Social Marketers and Consumer-First Mindsets
Customers now have access to service through an immediate, convenient, and effective route- social media networks. Pressure on brands to be accessible and adapt to all digital customer outlets is heavier than ever. Social media managers are essential to maintaining active, positive communities with consumers majorly contributing to the overall big picture. The power that social marketers’ content and creativity is evident in companies like The Washington Post and Duolingo on TikTok, who post content that is quirky and unexpected, unlike postings on other platforms, but continues to go viral every time.
Marketers in 2022 are focused on growing relationships with customers, improving customer service, and reaching new communities and audiences over relying solely on boosting sales and producing ads for products.
These are just some of the trends that will dominate the social media landscape in 2022 and beyond and by taking advantage of these trends, you can stay ahead of your competitors.
If you need help creating an on trend plan for your social media marketing, reach out to Take Flight and let’s talk about what you’re currently doing, what may need a boost, and how you can meet your digital goals this year.