Every second, 11 new people join social media, bringing the total users worldwide to 3.8 billion. This growth will only continue as more and more individuals acquire smart devices and adapt to working and interacting remotely. As more people have hopped online for both social and personal reasons, we can expect that the traditional platforms will increase and adapt to new user behaviour.
Instagram continues to be a top performer and relates well as it allows for text, photos, carousels, and short and long videos (reels). Instagram has 58% more engagement per follower than Facebook and has over 100 million users watching or posting videos daily. Users are highly engaged and are drawn to comment, like, watch, and save content they like.
Through improved ads, more groups and a large (and very vocal) audience, Facebook can still hold its own among social media networks. Due to its vast and diverse audience, many brands still heavily rely on Facebook marketing when they plan their annual strategy. However, there are some strategic moves that need to happen moving into 2022:
Since Elon Musk’s controversial takeover, there have been warnings to advertisers to sit and wait. Twitter might not be the best platform in terms of engagement, but it is the go-to network to find and discuss information. Because it’s more informational and not as visual as Instagram, it’s more important than ever to understand how to write a great tweet, and what can make it stand out from all the noise. Something new to note this year though: Twitter is going big on the consumer game. The platform is all set to launch its shopping feature with Shop Module. The feature will allow business profiles on the platform to showcase their products.
The creator economy is now worth over $100 billion, and it’s just getting started. It’s defined as the class of businesses built by over 50 million independent content creators, curators, and community builders including social media influencers, bloggers, and videographers, plus the software and finance tools designed to help them with growth and monetization. Many platforms have started to invest in creator marketplaces and creator tools – like TikTok, Instagram, Pinterest, and even LinkedIn. These tools help make it easier for creators to connect with their audience and collaborate with brands.
Tiktok is a popular short-form video sharing social platform where celebrity and amateur creators alike share user-generated content from dance, cooking demos and makeovers to animal videos and social media challenges. This content is proving extremely popular with the audience base of Tiktok, of which 41% are aged 16-24.
Meta (which owns Instagram) was losing out to TikTok which is why Instagram rolled out its Reels, offering influencers, brands and fans alike the opportunity to create short 15 second videos.
Video is a much easier medium than text to learn about products/services and communicate online. Video is also becoming a passive way to network. People like to kill time watching videos and sharing them with friends and family. It’s a quick and entertaining way to learn and it isn’t going away.
Marketers have to adapt to these highly personal uses of video. Social video will need to become more social—an experience that builds a customer community rather than broadcast-style content and product teasers. Businesses would be wise to consider adding video to their content library and tweaking it to best fit with their target audience.