How do you consume your news? How do you find and connect with businesses in your area?
Most of us find and consume almost all of our content on social media. According to Statista, the average daily social media usage of internet users worldwide grew to 145 minutes in 2020.
As social media usage and time spent online continue to grow, brands are learning to adapt and engage with their audience to secure leads and create high-value customers. To do so, businesses need to be aware of the changing social media landscape.
Below, we’ve compiled 10 trends for 2022 that businesses should be aware of to make the most of their social media marketing strategy.
1. Less is more when it comes to posting
With Facebook’s ever-changing algorithm, it can be hard to keep up with what content will do well. In 2022, it’s predicted we will see a shift towards “quality over quantity” posting as users crave feeds that are less crowded, but more valuable.
The new algorithm isn’t keen on overly promotional content or clickbait, and preferences posts that offer more value and engage with the page’s audience by asking questions and starting conversations.
2. Video will continue to drive engagement
The Facebook algorithm prioritises content people engage with, and video is proved to be one of the most engaging pieces of content at our disposal. According to HubSpot, video is the most commonly used content to market businesses, and the second most engaging type of content on social media.
If you’re looking for great video content to share across your channels and engage your audience, check out our video and photography division Pepper Productions.
3. More brands will go live
In 2020, more brands were forced to livestream their meetings and events online. While at first it was an inconvenience, many businesses have had amazing results from being able to spread their message to a wider audience.
At Chilli, we see clients like Wythes Real Estate livestream direct to their customers (or in this case, buyers and sellers) regularly, and achieve great results.
4. The rise of social e-commerce will only continue to grow
You’ve probably noticed the shift toward online shopping directly from business profiles on Instagram. Well, that trend isn’t going away any time soon.
According to 10 Ecommerce Trends, 87% of shoppers believe social media helps them make a purchasing decision and 30% say they would make purchases directly through social media platforms.
Facebook is making the most of this trend with Instagram’s shopping feature and its recent Instagram Guides. Guides allow users to follow a curated flow of recommendations, which is great for business to share a collection of products or informative posts.
Later.com has put together a great guide that gives you everything you need to know about setting up Instagram Guides.
5. Connect with your audience through trustworthy and valuable content
It’s almost impossible for consumers to connect with a brand that they don’t trust or believe in. That’s why connection will be pivotal for brands that want to remain trusted sources this year.
6. Implement User Generated Content (UGC) to your social media schedule
Whose opinion do you trust more, your friend or a brand?
Most of us would choose the former. When you share real content that your customers have created, you’re giving an authentic look at your offerings and allowing your audience to see the other side of the purchasing process.
If you’ve got some great reviews on Google, consider turning them into well-designed social media posts.
7. Make your content easy to find and consume
In these uncertain times, people are looking for easy-to-consume content like podcasts or newsletters that land directly in their inboxes.
Convenient and relevant content will help businesses connect more with their customers and provide an intimate way to keep in touch.
8. Highlight the people behind your business
Humanised and transparent communication is key to earning your target market’s trust.
Take your audience behind your brand to introduce them to the people they’ll be interacting with. At Chilli, we like to introduce our staff on social media with a series of ‘meet the team’ posts.
These have been some of our most engaging posts and have connected our clients with intelligent creatives behind the scenes.
9. You’ll see more results by posting in groups and events
One of the most significant updates to the Facebook algorithm in 2021 is the preference of posting in groups and events. While running a group does take more effort, it’s a second way for businesses to connect and engage with their audience.
According to Hootsuite, a post that gets amplified in a popular group is far more likely to earn more reach.
10. Take customers behind the scenes with Facebook and Instagram stories
Stories aren’t just a great way to share quick snippets of daily life inside your business, they also skips the algorithm and increase the chance of your content being seen.
Facebook itself has stated stories are a great way of driving traffic as users are more likely to visit a brand’s website for more information after watching a story.
Make the most of your social media marketing strategy in 2022
The digital landscape can be daunting, but understanding how you can benefit from the systems in place is a step in the right direction.
Anyone marketing their business on social media should research trends, as well as their own audience insights, to improve how they communicate with customers.
Need help with your social media marketing? Contact one of our experts today!
