2022 Social Media Forecast

• By admin

By Konstantia Melekki

Social media has become an integral part of people’s lives, and that is definitely not an exaggeration. As of January 2022, there were 1.22 million social media users in Cyprus, with figures suggesting ad reach in Cyprus equivalent to 65.1% of the total population at the start of 2022. With the pandemic disruptions easing, it seems a little easier to predict the next stages, with hopefully more stable pathways appearing. So, what should we expect to see in 2022 in the social media industry? If you’re still here, then keep reading to find out.

1. Social E-Commerce

Social becomes the heart of the post-pandemic shopping experience. As a result of the pandemic, shopping has become more virtual with social media platforms becoming more and more popular. In fact, Global sales through social media platforms were estimated at 511 billion euros in 2020 and is predicted to reach 2.7 trillion euros by 2026. Younger audiences are significantly more likely to shop on social media platforms, with approximately 37% of shoppers between the ages of 15-22 using the “buy” button on social media, and 30% purchasing something from a shoppable social media story (US Statista report). Instagram is one of the leading social ecommerce outlets and one to look out for in 2022.

2. Short Video Content

In many cases, video posts perform better than static photo posts on social media. In some cases, Instagram videos received twice as much engagement as photo posts. According to one study conducted using European stats, as much as 82% of online content will consist of videos this year. TikTok is a social media platform dedicated to short-form videos. In the first three months of 2020, TikTok was downloaded 315 million times around the world, setting a record for quarterly downloads by any app globally. Shorter attention spans and more repetitive engagement from viewers, place short video content high up on the charts for trends to look out for in 2022!

3. Brands Let Loose on TikTok

TikTok was the cool kid on the block in 2021, and that won’t change in 2022. With over 1 billion monthly active users, TikTok is taking over – with a less filtered and more effortless vibe than Instagram. While Instagram is still a firm favorite, TikTok is moving up in the ranks, with rumours of Instagram planning to take it over. During the past two years, TikTok has also launched a number of useful tools, like ads and business profiles, aimed specifically at businesses. So, it’s no longer just a platform where young creators can show off their dance moves and go viral. All in all, it’s set to become one of the main platforms that brands can use to reach millennials and Gen Z. By the looks of it, TikTok ads manager might be in the forecast for Cyprus in 2022 after taking over most of Europe’s market.

4. User Generated Content

Businesses are increasingly incorporating user-generated content (UGC) into their social media marketing strategies. Brands that incorporate UGC have a 20% increase in return visitors and a 90% increase in the time that consumers spend on their websites, taking over all marketing channels from email content to organic social media. There are several upsides to UGC for businesses, including that it is cheaper than traditional advertising, more relatable, and can help brands as being perceived as more genuine and socially conscious. Authenticity is increasingly important to consumers. It creates the notion of a community within a brand, leaving users eager to be part of it and generate their own content in order to be reposted by the brand.

5. The “No Filter” Feed Takes Over

Both creators and brands are shifting away from the perfect feed aesthetic and choose to share less filtered and more in-the-moment content. This trend goes hand-in-hand with the rise of authenticity over the recent years, which has seen a shift in the type of content posted on social media. In 2022, we predict that brands and creators will spend less time creating a picture-perfect perception, and more time cultivating deeper relationships with their followers as well as everyday behind-the-scenes moments. Note that this can also be linked to the rise in carousel posts blowing up on socials, where creators and brands showcase snippets of everyday life, making feeds more relatable and natural.

6. Rise of the LinkedInfluencer

Although LinkedIn started off as a job portal, it has without a doubt grown into a social network inspiring and connecting professionals from all over the globe. LinkedIn and influencer: two words you likely never thought would work together. From the Creator Mode rollout to global creator programs, they’re making it easier to share content and grow audiences, with people gaining huge followings overnight, by creating empowering and enlightening career advice. It’s just the beginning of the LinkedIn Influencer!

7. More Augmented Reality Options

The Augmented Reality (AR) – social media market is still in its infancy. However, it is projected to gain momentum in the coming years especially with the rise of Meta. Approximately 48% of consumers were projected to use AR in some form by the end of 2021. AR and Virtual Reality (VR) are expected to start blowing up in 2022 and by 2023, the AR market is expected to be generating 70-75 billion euros in annual revenue, making it crucial for brands to hop on and adjust to the rising popularity.

References:

1. DataReportal – 15 February 2022 Simon Kemp, Digital 2022: Cyprus
2. GlobeNewswire – 9 November 2021 Global Social Commerce Markets 2021-2026 – The Rise of e-Commerce Catalyzed by the Pandemic Shifts Growth into High Gear in the Social Commerce Market
3. Exploding Topics – 19 January 2022 Josh Howarth – 8 Important Social Media Trends (2022-2024)
4. LaterBlog – January 7 2022 Monique Thomas – 10 Social Media Trends That’ll be Huge in 2022
5. Tint – January 25 2022 – The User-Generated Content Marketing Stats You Need to Know in 2022