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Social Media Trends in 2022

Hello 2022! What are you bringing us? 


The year 2021 witnessed changes, market disruptions, new technologies, and a pandemic we are still trying to recover from. All of that pushed brands to change their marketing and advertising strategies to accommodate the new normal; social media is no different. 


More than half the world now uses Social Media.


In 2021, there were 4.55 billion people actively using social media in the world (according to Datareportal); 400 million of these users are new, having joined social media during the last 12 months. 



This is yet another example of how social media continues to influence the way we use the internet and how marketers approach digital media.


We at GDR Media Group believe these figures demonstrate that social media will only continue to grow and new trends will emerge; we must adapt quickly.


What can you do to utilize social media to your advantage? 


Below, we have compiled some of the most incredible predictions, professional insights, and unique perspectives for social media in 2022. We also threw in a few of our own to help you prepare for the upcoming year. 


Here are 10 social media trends marketers should watch and leverage in 2022.


1. Instagram Reels are the real deal 

2. TikTok remains a fierce competitor  

3. Facebook is the land of the niche 

4. LinkedIn, a creator hub? 

5. Twitter Spaces: A force to be reckoned with

6. Forget YouTube Shorts; focus on storytelling

7. Augmented Reality: Try-on products and interact with customers 

8. The new face of influencer marketing

9. Social Media customer service is on demand 

10. Go beyond your products and services


1. Instagram Reels are the real deal 


The users' attention spans are getting shorter and shorter as they scroll endlessly on their phones, looking for more content to consume. Apps like TikTok and Instagram are becoming GenZ’s favorite platforms. 


Users have been looking for short, entertaining video content since the start of the pandemic - hence the launch of Reels on Instagram in 2020, where people can record and edit multi-clip videos with audio, effects, and new creative tools, much like TikTok.  



This trend will continue to grow in 2022, and marketers should embrace this shift. Video advertising must now be an integral part of every marketing strategy. We’re not talking about 5-minute lengthy videos explaining your products or interviewing experts. Users are craving short snackable content they can consume quickly; they must be creative, innovative, and entertaining. 


2. TikTok remains a fierce competitor  


After the boom TikTok witnessed in the past two years, we have seen many companies join TikTok to increase their brand awareness and reach their audience in fresh and creative ways. This platform that embraces the idea of “trends” and short videos of creative creators is today’s most influential medium, especially for the younger generations. 

TikTok predicts it will reach 1.5 billion users by the spring of 2022, surpassing the number of users on Instagram. We will also see many other platforms introduce TikTok-like features to ensure they stay relevant, much like Instagram and the “Reels Video” feature. 


Ecommerce will also make its way into TikTok as we expect more features to be added to enable more commercial brands to advertise their businesses. 


In August 2021, TikTok announced a partnership with Shopify allowing users to promote products on TikTok. “By enabling new in-app shopping experiences and product discovery on TikTok for the first time, Shopify is powering the creator economy on one of the fastest-growing social and entertainment platforms in the world.” said Harley Finkelstein, President of Shopify. (see the full announcement here)


3. Facebook is the land of the niche 


Facebook continues to lead the social space with almost 2.9 Billion users worldwide, despite the public criticism for its practices. Therefore, it’s far unlikely for any platform to outshine Facebook in the near future. 


That doesn’t mean that marketers should throw all their media budgets on the platform. Instead, they should tread wisely and target niche audiences using specific practices to their industry. 


What do we mean by that? 


Digital strategies should focus their efforts on targeting Facebook Groups specific to the brand’s audience and their interests and leverage the new features introduced by Facebook to make groups more appealing for admins and members. Among the several features, we have the ability to create free and paid subgroups, shops for selling merchandise, and many additional options for admins (unique greeting messages, font and color customization, new posting formats, and much more). 


Let’s not forget the great live-streaming format “Facebook Live” introduced long before being popular on TikTok. Marketers should consider this option to facilitate brand communication with consumers, create a connection, and increase brand loyalty.  


4. LinkedIn, a creator hub? 


LinkedIn has always been a professional platform for businesses and job seekers. But in 2021, something new entered the picture – the Creator Mode.


By launching the Creator Mode, LinkedIn encouraged professionals and businesses to post more genuine content. This new mode allows you to convert your profile into a Follow account, thus allowing you to be a creator followed by other accounts. This will open the doors for new influencers to join LinkedIn, use the platform to share brand messages, and interact with followers in a professional setup. 



Companies and brands should take advantage of this mode to increase their visibility on LinkedIn, connect with their target audience, and share their insights all the while gaining traction. 


5. Twitter Spaces: A force to be reckoned with


The short “snackable” content has also made its way to Twitter in 2021 with Twitter Spaces, where live and ephemeral audio conversations happen. 


In 2022, this feature SHOULD NOT BE IGNORED. Including Twitter audio content in your new year marketing plan will put your brand on the way to building deeper and more meaningful connections with your audience rather than relying on algorithms to do your bidding. In fact, 70% of marketing professionals plan to invest more heavily in Twitter in the upcoming year, according to HubSpot.